texting tuesday february 2014 | mobile marketing knowledge college

Text Message Marketing

Presented By: Bob Bentz

Advanced Telecom Services 84444.com 84444.ca

Your Message on the Move

About the Speaker

President – atsMobileFormerly Advanced Telecom ServicesFounded 1989Philadelphia – Toronto – London - Prague

Bob Bentz

Scan to Link In with me.

• atsMobile.com• 84444.com• 84444.ca

bobb@atsMobile.com

Text BOB to 84444Msg.& Data Rates Apply.

Table of Mobile Content1. Text Message Stats2. Features3. Legal4. Portfolio5. Best Practices6. EXCLUSIVE: 84444 Research Study7. Top Ten Text Tips8. Summary

MLB Opts-Out of Bullpen Landline Phones

The Pillar That Holds Up The Mobile Marketing Building

Messag

84444.c

QR Codes

Mobile WebsitesMobile Video

AppsTe

Messag

Near By…24/7 Always Connected

91% of all U.S. citizens have their mobile device within reach 24/7

(Source: Mobile Marketing Association)

Near By…Even when we’re Asleep

65% of adults sleep with their cell phone next to the bed.

(Source: Pew Research Center)

Common…

81% of Americans Send and Receive at Least 10 Text Messages Per Month

(Source: Pew Research Center’s Internet & American Life Project; May 2013)

92% of smartphone owners

Middle Aged Show Biggest GrowthAt Any Age

In Any StateWhere does your State rank?

With any RaceBlacks & Hispanics Text More

(Source: Pew; May 2011)

White Black Hispanic0

Text/MonthCalls/Month

SexWomen Text More

(Source: Pew; May 2011)

Men Women0

Text/MonthCalls/Month

Yet Still GrowingAnd Growing

18-29 65+0

Calls/DayTexts/Day

More Text Messages are Sent than Calls(Pew Research, September 2011)

What Else we do on our Mobile Phones

Smartphone Ownership Growth Increases Texting

Tablets Helping Fuel Mobile Growth

30% of Web Traffic Now Coming from Mobile

Almost 100% of Younger Phone Owners Text

Mobile: More than Just Talking

Texting and Internet Access Top Activities Performed on a Cell Phone

Source: Pew Internet

Response…IMMEDIATELY

97% of All Text Messages Are Read within three minutes of receipt.

(Source: Greg Stuart, Mobile Marketing Association)

Response…E-MAIL IS SO YESTERDAY

As opposed to 22% of email messages that are opened.

(Source: Greg Stuart, Mobile Marketing Association)

Email Click-Throughs Declining

Response…IMMEDIATELY

For E-mail, it was 6.64%

( Direct Marketing Association, 2010)

Click through rate for text was 14.06%

Reach…When They’re Most Likely To Buy

Motivated Buyers…Ready to Buy Now

Of Smartphone Users Researched on Their Device Before Heading to the Store to Make a Purchase

Researched on Their Smartphone Before Completing the Actual Purchase on Their Desktop or Laptop

(Source: G00gle and Ipsos, 2012)

New Meaning to “Fast Food”

Viral…BONUS!: Business and Leads for FREE

21% of all responses never participated in the original interactive text message program.

Trackable…Justification for the Advertising

By using a unique PIN, businesses can track just how effective the advertising is.

Text Message Marketing 101The Success Story

Advertisement Interactive

TextDatabase Broadcast

TextsSuccess

Opt-In AdvertisingYour Customers WANT to Receive Your Messages

Opt-InLegal

Legitimate Opt-In• Create “existing business

relationship”• Interactive Text Message• Other Means (Web, WAP, IVR,

Paper)

Response Message• Number of messages• Program name• Contact info• Opt-Out info

Opt-In only to specific program.

OPT-IN

The deal until TCPA

changes. 10/15/13

Opt-InLegal Documents

•Subscriber Initiates Opt-In by Responding to Advertisements- “established business relationship”• Web Interface• WAP Interface• IVR System• Paper-based Consent Form

•Program Responds with Number, Program, and Contact Information•Applies Only to the Specific Program Customer Subscribed to

OPT-IN

Opt-InLegitimate Verifiable Opt-Ins

OPT-IN

• Interactive Text Message• Desktop website• Mobile website• IVR• Paper

TIP: Be sure to save all opt-in documentation.

Opt-InBest Practices

OPT-IN

• MMA Global Code of Conduct• Messaging Frequency• Advertising Guidelines

• “Msg&Data Rates May Apply.”• “Text STOP to Stop.”• “Text HELP for Help.”• Terms & Conditions

(Source – MMAGlobal.com)

Opt-InAdvertising Documents

Paper Advertising

Must include•“Msg&Data Rates May Apply”•Resource to Reference Terms and Conditions•Instructions on Cancelling Service (STOP)

Must include•“Msg&Data Rates May Apply”•Resource to Reference Terms and Conditions•Instruction for Obtaining Help (HELP)•Instructions on Cancelling Service (STOP)

Web Browser

Must include•“Msg&Data Rates May Apply”

Television, Radio and Audio

Advertisements

OPT-IN

Opt-OutsRecommended Once Per Month

•Subscriber must be able to stop participating by sending STOP to 84444•Must respond with MT message•If customer is inactive for 18 months Opt-In Expires•Monthly Reminders of Opt In

OPT-IN

Opt-InLegitimate Verifiable Opt-Ins

•Service Description•“Msg&Data Rates May Apply”•Resource-terms and conditions•Frequency of messaging•HELP instructions•STOP instructions

OPT-IN

New TCPA Regulations

OPT-IN

Note – I am not a qualified attorney. Please consult your own attorney for complete details and interpretation.

• TCPA first passed 1991• FCC is empowered to issue rules and regulations.• Allows individuals to file lawsuits and collect damages for

receiving unsolicited calls, faxes, or autodialed calls (texts).• Effective October 16, 2013.

TCPAWhat’s Changed?

OPT-IN

• Beginning October 16, 2013, the “established business relationship” exemption is eliminated.

• “Prior express written consent” for all auto-dialed text sent to mobile phones. (Electronic or digital forms of signature are acceptable.)

• Consumer consent must by “unambiguous.” Consumer must receive “clear and conspicuous disclosure” that he will receive future texts.

• Consent is not a condition of purchase.

• Advertiser bears burden of proof that all was disclosed properly.

• Keep consent for 4 years.• Fines of $500 - $1500 per unsolicited message.• Re-Opt Ins required. (Declaratory Ruling pending)

Mobile CouponsFor Immediate Response

Offer ValueAdvertising

OPT-IN

With Gas So Expensive, Who Would Pass This Up?

Offer ValueResponse

OPT-IN

Offer Discounts Now

OPT-IN

SweepstakesGrow Your Database

OPT-IN

SweepstakesOffer Something You Can’t Get Normally

OPT-IN

Backstage pass: Big and Rich sweepstakes winner on 84444.com.

What You’ll Get…A Valuable Database Indeed

OPT-IN

Where Should I Promote It?Everywhere

Everywhere…You Can Think Of

Everywhere…And more

Everywhere…Be Creative

A QR Code Is Not an Island...Half of Americans have feature phones…

So Always Include a Text Promotion with a QR Code

Dnt Overdu AbrevatnsIt’s Annoying

Over 160 Characters

Too many Abbreviations. Use Abbreviations Sparingly.

Embedded LinksFor Touch Tone Action

Offers customers more information

PromotionText Message Promotion Responded To

EXCLUSIVEText Message Marketing Study

TEXT MESSAGE MARKETING STUDY

EXCLUSIVEText Message Marketing Study

• May – July • Conducted by ATS paid interns• Analysis of all customer data active in 3 months• 11 short codes studied• College credit received

Who’s Doing It?Our Customers

Customer Categories

% Customer

% Message

Restaurants 17 15

Automotive 13 1

Media 10 25

General Retail 10 13

Entertainment/Sports 9 12Ad Agencies/Cust Unknown 8 18

Schools 6 4

Real Estate 6 1Unions/Church/Non-Profits 5 3Consumer Products/Grocery 4 6

Healthcare 4 1

Financial 1 1

Government 1 1

Other/Unknown 6 1Totals will not add up to 100% due to rounding.

What Else They’re Doing?Other Mobile Marketing Tools Used

Tactic % Engaged

Text Message Marketing 100

Desktop Website 97

Social Media 65

Mobile Websites 27

Apps 11

QR Codes 32

Mobile Video 4

TextChat 5

Geo-Location Services 2

How They are Doing ItTypes of Text Messaging Being Used

Interactive & Broadcast: 82%Interactive Only: 11%Broadcast Only: 7%

What They’re DoingPercent of Applications and Response Rates

Opt-In

Sweeps

1015202530354045

% Applications% Messages

Application%

Applications % MessagesConsumer Information 42 20Reminders/Alerts 24 17Mobile Coupons 18 14Opt-Ins 4 2Voting 3 3Sweepstakes 2 38Other 6 6

Top Ten Text Message Tips

http://www.84444.com/text-message-marketing-tips

1. Encourage recipients to FWD to Friend.

1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY

1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY3. Identify your company!

1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY3. Identify your company!4. Allow customers to enter your sweepstakes again if they LIKE you on Facebook.

1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY3. Identify your company!4. Allow customers to enter your sweepstakes again if they LIKE you on Facebook.5. Send texts right after the game ends.

1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY3. Identify your company!4. Allow customers to enter your sweepstakes again if they LIKE you on Facebook.5. Send texts right after the game ends.6. Text up your business cards for immediate opt-ins. -- Text BOB to 84444

1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY3. Identify your company!4. Allow customers to enter your sweepstakes again if they LIKE you on Facebook.5. Send texts right after the game ends.6. Text up your business cards. -- Text BOB to 844447. Use the shortest keyword possible & don’t use a two word keyword.

1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY3. Identify your company!4. Allow customers to enter your sweepstakes again if they LIKE you on Facebook.5. Send texts right after the game ends.6. Text up your business cards. -- Text BOB to 844447. Use the shortest keyword possible & don’t use a two word keyword.8. Use words that require immediate action – LIMITED QUANTITY or FIRST 10…

1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY3. Identify your company!4. Allow customers to enter your sweepstakes again if they LIKE you on Facebook.5. Send texts right after the game ends.6. Text up your business cards. -- Text BOB to 844447. Use the shortest keyword possible & don’t use a two word keyword.8. Use words that require immediate action – LIMITED QUANTITY or FIRST 10…9. Personalize your message with the name of the recipient.

1. Encourage recipients to FWD to Friend.2. Capitalize the most important words – REDEEM TODAY ONLY3. Identify your company!4. Allow customers to enter your sweepstakes again if they LIKE you on Facebook.5. Send texts right after the game ends.6. Text up your business cards. -- Text BOB to 844447. Use the shortest keyword possible & don’t use a two word keyword.8. Use words that require immediate action – LIMITED QUANTITY or FIRST 10…9. Personalize your message with the name of the recipient.10.Send B to B texts at 3 minutes before the hour.

Top Ten Text Message Tips

See all of my Text Message Tips here.

Mobile Marketing

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