Darrell K. Rigby Frederick F. Reichheld Phil Schefter

Objectives

• Awareness

• Engagement

• Perception

• Customer Acquisition

• Loyalty

• Retention

Strategy

• Implementation strategy for

integrated campaign tactics

• Design campaign to be dynamic

Tactics

• SMS Alerts/Messaging

• Sweepstakes

• Location Based Services (LBS)

• Point of Sale Integration

• Rich Media Mobile Web

Real-time measurement and analysis of results drives a successful mobile CRM campaign

Understand the ever-shifting channel preferences of your customers

Work with a platform that already takes care of “regional” compliance and privacy regulations

Addressability is not optional

Align mobile opt-in with existing Master Persona Data

Integrate the mobile campaign with other digital and traditional media

True mobile CRM uses Web and mobile sites for opt-in to gather profile data (not keyword & short code)

Understand “regional” adoption of handsets

Make the messaging relevant

Source: Microsoft Advertising Mobile Consumer Vertical Study -

The Future of Mobile Advertising, Nov. 11, 2009

Average number of hours per week spent with:

✓ ✓ ✓ ✓ ✓ ✓ ✓

✓

✓ ✓ ✓ ✓ ✓ ✓ ✓

✓ ✓ ✓ ✓ ✓

✓

SWEEPSTAKES MOBILE CRM MOBILE

LANDING PAGE

OPT-IN

DATABASE

MOBILE

REGISTRATION TEXT ALERTS TEXT TO WIN APPS

SMS WEBSITE/

FACEBOOK

WIDGETS

MOBILE COUPON

AWARENESS

ENGAGEMENT

PERCEPTION

ACQUISITION/

LEAD GEN

LOYALTY

RETENTION/

UPGRADE

ABOVE THE LINE MARKETING OBJECTIVES

BELOW THE LINE MARKETING OBJECTIVES

Source: Experian

Mobile

Compliance

Double Opt-

in

Opt-out

STOP

HELP

Two forms

of HELP

24-hour

Timeout

PII Data in

SMS &

Mobile Web

Regional

Compliance

Sarbanes

Oxley

Carrier

Certification

1-way, 2-

way

Messaging

SMS subscription with user

selectable content preferences

and user profile capture via Web

or mobile opt-in page. All

preference and profile data is

captured for CRM analysis and

targeted messaging. Mandee has

created to date a database of

over 150,000 SMS subscribers.

Web Opt-in

Print Opt-in

The heat wave continues here in LA! Cool off at lunch with an ice cold root beer float, free with every Galaxy Meal purchase at any AstroBurger location. Code:34ru3 Exp: 7/12/10

Advantages to Smart Messaging:

Personalization and point-of-need relevance

increases participation

Time and place relevance increases participation

Contextually relevant messaging increases

acquisition, conversion and loyalty

“Everyone receives the same offer” mobile promos or

coupons can have unknown relevance when delivered

• Smart Messaging integrates with data sources such

as news, weather, finance, CRM consumer profile,

inventory etc. instantly adding relevance

• Smart alerts can know:

Who the customer is

Where they are

What’s happening around them

When they want something

Why they need or want it

Text opt-in for either

single coupon or to opt-

in to couponing alert

group

62407

Miami

Store 33128

Text STORE + your zip code to 44264

to receive a SMS coupon every month

for 20% off your favorite fashions

STORE + your

zip code to 44264

Database Weather

Stock Market

Location Look Up

Product Inventory

Consumer Profile Data

Past Consumer Purchases

Any Other Event or Data Sets

Database receives

keyword opt-in and

delivers a coupon

based on external

events or

information in the

database

Dressbarn: Here’s

something special for

you to celebrate your

birthday. Come into

Dressbarn and get 20%

off any item. Code f5mt

Exp. 5/31/11

Messages sent based on stored

customer profile data with

unique redemption code.

By Consumer Profile Data

SMS Only Coupon:

Contextually relevant

coupon is delivered based

on keyword + database

referencing with unique

redemption code. Dressbarn: It’s a

scorcher in Miami

today! Keep cool with

breezy late summer

skirts. 20% off at any

store. Code t239r Exp.

10/31/11

Dressbarn: Freezing in

NY today? Keep warm

with with a wool

sweater. 20% off all

sweaters at any store.

Code 34r39r Exp.

10/31/11

Contextually relevant coupon

delivered based on

keyword/zip referenced

against weather database

STORE + 10507

Sends coupon for sweaters

based on cold weather

reading for opt-in zip code

By Weather

Text STORE + your zip code to 87812

to receive a SMS coupons every month

for 20% off your favorite 2011 fashions.

Ghiradelli Coupon

Get $1 off the deluxe

Ghiradelli Chocolate

Square

Sets.Exp:9/30/10

http://m.choc.

mobi Msg & Data

Rates May Apply

Coupons with POS Redemption

$1 off Ghirardelli

Squares Gift Sets

Expires 10/25/10

360°

Mobile Coupon

Solution

1

5

6

4

3

2

CRM/DATA COMPONENT

Pepsi Co India (Quaker Oats)

Indians have genetic predisposition to heart disease

Mobile app where users self identified their health/lifestyle profile for the CRM database via a “health quiz” on opt-in

Regular alerts were sent with health tips, healthy recipes and diet plans according to their health profile segment

160,000 participants < 4 months

mCommerce (mobile commerce) is the buying and selling of goods and services

through wireless handheld devices such as cellular telephones, tablets etc.

21

Receive

product info

and enter

payment

details

Scan a barcode

or send an SMS

keyword as

promoted in

traditional

media

Product is

delivered to

customer

Customer sees an advertisement for

Phillips in traditional media (e.g billboard

)and decides to “Scan´n Buy” or text

to buy the shaver

1

The buyer enters their

payment card details and

address sent by URL or

email

3

Save 15% on the new Philips 7000

shaver. Scan ´n Buy now or

text PHILIPS to 87812. Bancore handles the

transaction and informs merchant with required information

4

The scan initiates a Getitcard/Scanbuy landing page that

includes product info and a payment window

2

•

•

•

•

•

•

•

•

•

Steve Madden Mobile Site Evolution

• Social marketing enablement added to mCommerce functionality

• Uses Facebook “Like” functionality that is pasted to users Facebook wall

• Enables viral product marketing tactics

• Includes “You Might Like” engine to make buying experience even better

• The addition of the social elements Increased traffic 30% in 24 hours

• Using Metrics: shoes that get the most “likes” get special promotions focusing marketing on higher performing products to increase revenue

• To drive people to use “Like” in mobile site, Steve Madden promotes functionality in their own Facebook page

• Steve Madden recently launched its Facebook Commerce environment…it’s the mobile commerce site re-skinned within Facebook itself

http://txtcard.net

Connect with us