double down and double your mobile database

Double down and double your mobile database 10 validated strategies that will pay off APRIL 3, 2014!

Alex Campbell, Chief Innovation Officer and co-founder of Vibes @AlexGCampbell!Jason Richards, Director of Customer Analytics @JasonTRichards!

#doubledown!

2

©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator

Mobile acquisition kit!

Mobile acquisition calculator

1 2 3 Webinar Handbook Calculator

Double down and double your mobile

database

SMS marketing handbook

www.vibes.com/smshandbook www.vibes.com/calculator

3


Today’s topics!

The mobile opportunity

Double down guide featuring the mobile

acquisition calculator

Benchmark data

SMS marketing activation list

#doubledown!

4


The mobile opportunity!




Benchmark data


#doubledown!

5


The value of a mobile subscriber!

Mobile subscriber spends anywhere from 3X – 8X

more than email!

Mobile

Social

Email

6


All about acquisition!

7


Building a mobile database — key questions!

What is the best channel to acquire mobile subscribers?

What should I do to maximize my effort to acquire subscribers?

What is the best way to build my mobile database?

How much should I spend to acquire customers?

How do I rebuild after TCPA?

8


Driven by data!

9





Benchmark data


#doubledown!

10


The data behind building a mobile database!

Methodology 5 channels!

Multipliers!§  Sweepstakes §  Incentives

Email In-store Website

Social media TV

Double down!

Average effort!

The promotion to join the mobile list is persistent throughout the channel; placement is maximized using premium real-estate; full support from channel stakeholders.

The mobile promotion is limited within a channel; lower value real estate might be used; exposure is limited; less support from channel stakeholders.

11


Introducing APM – the only KPI you need to know!

number of people who will opt into your mobile database for every 1,000 marketing impressions you deliver

APM (Acquisitions per 1,000 impressions)!

12


Value of multipliers!

0.5!

Incentive Sweepstakes Incentives & Sweepstakes

No incentive & no sweepstakes

3.1! 3.2!

4.1!APM

13


Average APM by channel!

0.7 0.7

1.0

1.3

1.6

2.3

Email In-store Website Social media

TV Average

14


Impact of doubling down!

Website TV Social In-store Email

1.4 2.4 2.9 3.2

10.5 When you double down

Channel average

15


Next Level!

number of people who will opt into your mobile database for every 1,000 marketing impressions you deliver

APM (Acquisitions per 1,000 impressions)

How much will this cost me?

How much should I spend?

How can I get 100,000 subscribers?

16





Benchmark data


#doubledown!

17


Before you double down…!

•  What are you trying to accomplish with your mobile database?

•  What is your business objective for putting the time and effort into building it?

•  What does success look like (quality vs. quantity)?

Define your strategy

Business objectives

18


Before you double down…!

•  What is the intended user experience you want to deliver?

•  What does a post-click experience look like for your brand?

•  What is the brand promise you are delivering to your customers that will help support your business objectives?

User experience

19


Activation channels!

Text

Mobile ads

Apps/push

TV

Email

Web

Direct mail

In-store

Social

Sponsorship

20


Introducing the Mobile Acquisition Calculator!

www.vibes.com/calculator

21


Double Down §  Dedicated email focused on

promoting the mobile database §  CTA prominently featured in the

top half of an email §  Featured regularly to all email

lists

Email!

Average §  Mobile database CTA featured

in the bottom half of an email §  Not prominently featured §  Limited to portion of email lists

10.5

1.6

22


Double Down §  Main hero image of the home

page and sub-pages within the site, include the mobile database CTA,

§  CRM sign-up with mobile option, included in check out

Website!

Average §  Mobile database CTA is on the

website, but is not very noticeable §  CTA shares time with other

promotions on site §  Different sign up from main

CRM form

1.4

0.7

23


Double Down §  Dedicated social content

focused on building the mobile database and CTA promoted in company description

Social!

Average §  An occasional mention or reminder

to join the mobile database

2.9

0.7

24


Double Down §  Signage in multiple locations, including

register §  Mobile CTA is presented to large share

of customers at checkout §  CTA is in each receipt, there are

prompts on PIN pads §  Associates are trained to ask for mobile

In-store!

Average §  Using only one tactic §  Limited distribution of a tactic §  Mobile CTA shares time with other

recruitment efforts

3.2

2.3

25


Double Down §  Mobile database CTA prominently

featured in a TV ad – narrator draws attention to CTA

§  Exclusive CTA within a spot

TV!

Average §  Mobile database CTA mentioned

in a TV ad, but not as noticeable §  Visually present but no voiceove, §  Competes with other CTA in

the spot

2.4

1.0

26


Honorable mentions!

Apple’s Passbook Google Wallet

App Sponsorship

Direct mail

iBeacon

27


Let’s see the Mobile Acquisition Calculator in action…!

www.vibes.com/calculator

28





Benchmark data


#doubledown!

29


SMS activation checklist!

Use the Mobile Database Calculator to finalize your plan

Use an incentive or sweepstakes to drive opt ins

If you can’t double down on all channels, pick the ones that will have the biggest impact on your customers

Benchmark against what you’ve seen

Get started today!

30


Leveraging technology to scale your SMS acquisition program!

31


Q A &

Alex @AlexGCampbell

Jason @JasonTRichards

#doubledown!#doubledown!

32


Mobile acquisition kit!

Mobile acquisition calculator

1 2 3 Webinar Handbook Calculator

Double down and double your mobile

database

SMS marketing handbook

www.vibes.com/smshandbook www.vibes.com/calculator

double down and double your mobile database

Technology

mobile list

mobile subscribers

mobile opportunity double

mobile promotion

mobile social email

mobile acquisition kit

mobile database key

cofounder of vibes