Serena Ehrlich - Mobile First World

@jamescitron / Text James to 51515

The Future of Retail (Surprise, It’s Mobile!): How Nonprofit Retailers Build Fans and Drive Sales in a Mobile First World


// Mogreet Company Snapshot

2006 Company founded & backed by top VCs

3 Offices (LA, Seattle, Midwest)

4 Industry boards (advertising, best practices, couponing, video)

10% of Americans have received a Mogreet-sent message

>65% of all shortcode-based MMS sent in US via Mogreet

>98% of US can receive text messages via Mogreet

>3B consumers globally can be reached via our platform


Extensive experience in mobile marketing for large, small and non-profit businesses

// Mogreet Clients


MOBILE LANDSCAPEWhy Mobile Messaging?


Mobile Marketing

Apps

QR

Mobile Marketing Tactics

• 98% of U.S. mobile users can receive Messaging (SMS/MMS)

• 55% of U.S. mobile users access the mobile web

• 26% of users have downloaded and used an app 1 time before deleting it

• 15% of U.S. mobile users have scanned a QR code

Messaging(SMS/MMS) Mobile

Web

// Understanding the Mobile Landscape


// Today’s Mobile Consumer: What are they doing?


// Today’s Mobile ConsumerEmail & Voicemail dropoff is staggering

70% of Consumers say they rarely, or never use voicemail

70% of Consumers say they rarely, or never use voicemail

Only 10% of Consumers open their emails (and on average 6-12 hrs. later)

Only 10% of Consumers open their emails (and on average 6-12 hrs. later)


//Mobile Marketing Tools Overview

Elements SMS MMSMobile Web

QR Apps

Audience Reach 98% 98% 51% 51% 51%

Able to featuremultimedia

No Yes Yes Yes Yes

Ave. clickthrough rate (CTR)

3% 10% .5% Varies 3.6%

Requires a download

No No No Yes Yes

Need Wi-Fi/data to view rich content

Yes No Yes Yes Yes

Key decision factors: Reach, usage, data requirements, ability to drive action


// Mobile v. Social – ROI v. AwarenessThe immediate ROI is today in mobile, while social continues to drive brand awareness


7 ELEMENTS OF SUCCESSTips and tricks to drive higher ROI


//Elements of Success

1. Pick your goals2. Promote everywhere!3. Be valuable 4. Be creative +

engaging5. Social sharing6. Target with data7. Be customer-centric


GLEE CHARLOTTE RUSSE

Driving Awareness, Consideration, Engagement, Advocacy, Loyalty


Objectives: Increase weekly tune-in Compel social sharing Drive immediate sales via iTunes

Campaign OverviewExclusive, weekly tune in video messaging Social sharing to increase viral impressions iTunes/MMS integration to drive sales

Results: Grew mobile database 33% in one day2 million viral impressions per season via mobile sharingSupport #1 iTunes sales position each week

//Driving Tune Ins, Social Buzz and Sales with Glee!


Objective: Grow existing mobile database and drive

sales Campaign Overview

Charlotte Russe launched a 3-day weekend “Mystery Date” MMS campaign incentivizing fans to select their ideal Mystery Date by texting MATCH to a short code, via a mobile coupon Results:

33% growth in mobile database300% higher participation vs. previous

SMS programs

//Building Databases and Driving Sales with Charlotte Russe


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Thank you.

Serena Ehrlich - Mobile First World

Technology

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