Text Message Marketing
Presented By: Bob Bentz
Advanced Telecom Services 84444.com 84444.ca
Your Message on the Move
Advanced Telecom Services 84444.com 84444.ca
About the Speaker
President Advanced Telecom Services
(founded 1989)- now atsMobile
www.advancedtele.com
Bob Bentz
Advanced Telecom Services 84444.com 84444.ca
MLB Opts-Out of Bullpen Landline Phones
The Pillar That Holds Up The Mobile Marketing Building
Text
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RES
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84444.c
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QR Codes
Mobile WebsitesMobile Video
AppsTe
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Text
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Advanced Telecom Services 84444.com 84444.ca
Near By…24/7 Always Connected
91% of all U.S. citizens have their mobile device within reach 24/7
(Source: Mobile Marketing Association)
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Near By…Even when we’re Asleep
65% of adults sleep with their cell phone next to the bed.
(Source: Pew Research Center)
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Common…
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80% of Americans Send and Receive at Least 10 Text Messages Per Month
(Source: Pew Research Center’s Internet & American Life Project)
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Middle Aged Show Biggest GrowthAt Any Age
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In Any StateWhere does your State rank?
Advanced Telecom Services 84444.com 84444.ca
With any RaceBlacks & Hispanics Text More
(Source: Pew; May 2011)
White Black Hispanic0
500
1000
1500
2000
2500
Text/MonthCalls/Month
Advanced Telecom Services 84444.com 84444.ca
SexWomen Text More
(Source: Pew; May 2011)
Men Women0
200
400
600
800
1000
1200
1400
Text/MonthCalls/Month
Advanced Telecom Services 84444.com 84444.ca
Yet Still GrowingAnd Growing
18-29 65+0
10
20
30
40
50
60
70
80
90
Calls/DayTexts/Day
More Text Messages are Sent than Calls(Pew Research, September 2011)
Advanced Telecom Services 84444.com 84444.ca
Smartphone Owners are Mobile Savvy
Smartphone Ownership Growth Increases Texting
Advanced Telecom Services 84444.com 84444.ca
Advanced Telecom Services 84444.com 84444.ca
¼ of Web Traffic Now Coming from Mobile
Advanced Telecom Services 84444.com 84444.ca
Almost 100% of Younger Phone Owners Text
Advanced Telecom Services 84444.com 84444.ca
Mobile: More than Just Talking
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Texting and Internet Access Top Activities Performed on a Cell Phone
Source: Pew Internet
Advanced Telecom Services 84444.com 84444.ca
Response…IMMEDIATELY
97% of All Text Messages Are Read within three minutes of receipt.
(Source: Greg Stuart, Mobile Marketing Association)
Advanced Telecom Services 84444.com 84444.ca
Response…E-MAIL IS SO YESTERDAY
As opposed to 22% of email messages that are opened.
(Source: Greg Stuart, Mobile Marketing Association)
Advanced Telecom Services 84444.com 84444.ca
Email Click-Throughs Declining
Advanced Telecom Services 84444.com 84444.ca
Response…IMMEDIATELY
For E-mail, it was 6.64%
Direct Marketing Association, 2010)
Click through rate for text was 14.06%
Advanced Telecom Services 84444.com 84444.ca
Reach…When They’re Most Likely To Buy
Advanced Telecom Services 84444.com 84444.ca
Motivated Buyers…Ready to Buy Now
46%
37%
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)
Advanced Telecom Services 84444.com 84444.ca
New Meaning to “Fast Food”
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Viral…BONUS!: Business and Leads for FREE
21% of all responses never participated in the original interactive text message program.
Advanced Telecom Services 84444.com 84444.ca
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
Advanced Telecom Services 84444.com 84444.ca
Advertisement Interactive
TextDatabase Broadcast
TextsSuccess
Opt-In AdvertisingYour Customers WANT to Receive Your Messages
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Opt-InLegal
Advanced Telecom Services 84444.com 84444.ca
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
Opt-InLegal Documents
Advanced Telecom Services 84444.com 84444.ca
•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
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OPT-IN
• Interactive Text Message• Desktop website• Mobile website• IVR• Paper
TIP: Be sure to save all opt-in documentation.
Opt-InBest Practices
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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
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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
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•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
Advanced Telecom Services 84444.com 84444.ca
•Service Description•“Msg&Data Rates May Apply”•Resource-terms and conditions•Frequency of messaging•HELP instructions•STOP instructions
OPT-IN
Mobile CouponsFor Immediate Response
Advanced Telecom Services 84444.com 84444.ca
Text
Tips
Offer ValueAdvertising
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OPT-IN
With Gas So Expensive, Who Would Pass This Up?
Offer ValueResponse
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OPT-IN
Offer Discounts Now
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OPT-IN
SweepstakesGrow Your Database
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OPT-IN
SweepstakesOffer Something You Can’t Get Normally
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OPT-IN
Backstage pass: Big and Rich sweepstakes winner on 84444.com.
What You’ll Get…A Valuable Database Indeed
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OPT-IN
Where Should I Promote It?Everywhere
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Prom
otion
Everywhere…You Can Think Of
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Prom
otion
Everywhere…And more
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Prom
otion
Everywhere…Be Creative
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Prom
otion
A QR Code Is Not an Island...Half of Americans have feature phones…
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Prom
otion
So Always Include a Text Promotion with a QR Code
Dnt Overdu AbrevatnsIt’s Annoying
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Text
Tips
Over 160 Characters
Too many Abbreviations. Use Abbreviations Sparingly.
Embedded LinksFor Touch Tone Action
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Text
Tips
Offers customers more information
PromotionText Message Promotion Responded To
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Stats
EXCLUSIVEText Message Marketing Study 2012
Advanced Telecom Services 84444.com 84444.ca
Stats
TEXT MESSAGE MARKETING STUDY
EXCLUSIVEText Message Marketing Study 2012
Advanced Telecom Services 84444.com 84444.ca
Stats
• May – July 2012• 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
Advanced Telecom Services 84444.com 84444.ca
Stats
Customer Categories
% Customer
s
% Message
s
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
Advanced Telecom Services 84444.com 84444.ca
Stats
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
Advanced Telecom Services 84444.com 84444.ca
Stats
Interactive & Broadcast: 82%Interactive Only: 11%Broadcast Only: 7%
What They’re DoingPercent of Applications and Response Rates
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Stats
Consu
mer
Info
rmat
ion
Remin
ders
/Ale
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Mob
ile C
oupo
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Opt-In
s
Votin
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Sweeps
take
s
Other
05
1015202530354045
% Applications% Messages
Application%
Applications % MessagesConsumer Information 42 20Reminders/Alerts 24 17Mobile Coupons 18 14Opt-Ins 4 2Voting 3 3Sweepstakes 2 38Other 6 6
Advanced Telecom Services 84444.com 84444.ca
Mobile Marketing
QRCodes
ResponsiveWhat’s Your Mobile Strategy?
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Stats