SMS Advertising Webinar
description
Transcript of SMS Advertising Webinar
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© 2014 Tatango, Inc. All rights reserved.
Creating Effective SMS Promotions
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© 2014 Tatango, Inc. All rights reserved.
Presenters
Derek Johnson - Tatango - @thederekjohnson
Derek Johnson is the founder and CEO of Tatango. He’s been
helping businesses with their SMS marketing strategies for the
last seven years.
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© 2014 Tatango, Inc. All rights reserved.
Table of Contents
● Messaging Objectives
● Offer Types
● When to Send
● Longer Isn’t Better
● Who’s There?
● Structuring the SMS Message
● Get Me Outta Here!
● Link It Up
● Can You Hear Me Now?
● Personalization
● Expiration Date
● Redemption Instructions
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© 2014 Tatango, Inc. All rights reserved.
Messaging Objectives
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© 2014 Tatango, Inc. All rights reserved.
Offer Types
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© 2014 Tatango, Inc. All rights reserved.
Price-Based Offers● BOGO (Buy-One-Get-One)
o 68% consumer preferenceo “Holds the most value”
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© 2014 Tatango, Inc. All rights reserved.
Price-Based Offers● % Off
o 22% consumer preferenceo “Wasn’t mentally as appealing”
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© 2014 Tatango, Inc. All rights reserved.
Price-Based Offers● Free with Purchase
o 6% consumer preferenceo “For items that held little value”
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© 2014 Tatango, Inc. All rights reserved.
When to Send
Not Too Early, Not Too Late
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© 2014 Tatango, Inc. All rights reserved.
TCPA Restrictions
● No sending before 8 A.M in subscriber’s own time zone.
● No sending after 9 P.M. in subscriber’s own time zone.
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© 2014 Tatango, Inc. All rights reserved.
Now That’s Fast!
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© 2014 Tatango, Inc. All rights reserved.
Avoiding Rush Hour
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© 2014 Tatango, Inc. All rights reserved.
Weekdays VS Weekends
● Retail
o Weekend Opt-Out Rate - 8.5%
o Weekday Opt-Out Rate - 1.8%
● Restaurants
o Weekend Opt-Out Rate - 4.75%
o Weekday Opt-Out Rate - 1.85%
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© 2014 Tatango, Inc. All rights reserved.
Longer Isn’t Better
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© 2014 Tatango, Inc. All rights reserved.
Who’s There?
● “Chipotle: Save 50% off your next purchase...”
● “Save 50% off your next purchase at Chipotle...”
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© 2014 Tatango, Inc. All rights reserved.
Structuring the SMS Message
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© 2014 Tatango, Inc. All rights reserved.
Get Me Outta Here!
● STOP, END, CANCEL, UNSUBSCRIBE, or QUIT
● The CTIA actually says that "recurring programs must promote opt-out
instructions at regular intervals in content or service messages, at least
once per month."
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© 2014 Tatango, Inc. All rights reserved.
Link It Up
32% of brands use SMS marketing to drive website traffic.
● Make sure to tell customers why they’d want to click on the link in the text
message.
● Make sure wherever you’re linking to is mobile optimized, which means it
looks good on a mobile phone.
● If you’re going to use a link shortener, we recommend bit.ly, as most
mobile phone operating systems recognize these shortened links, where
other shortened links may not be recognized as actual hyperlinks, meaning
the customer can’t click on them.
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© 2014 Tatango, Inc. All rights reserved.
Can You Hear Me Now?
● Before you send a text message promotion
to your SMS subscribers asking them to
click-to-call, we recommend using a service
like LogMyCalls (www.logmycalls.com)
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© 2014 Tatango, Inc. All rights reserved.
Personalization
● e-tailing Group and MyBuys found that
46% of consumers would be more likely
to buy from retailers who personalized
their experience with that brand.
● 66% of consumers expected a more
personalized experience if they were
part of a loyalty program.
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© 2014 Tatango, Inc. All rights reserved.
Expiration Date
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© 2014 Tatango, Inc. All rights reserved.
Redemption Instructions
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Questions?
Derek JohnsonCEO
Tatango@thederekjohnson
© 2014 Tatango, Inc. All rights reserved.