driving sales, engagement & roi with text messaging

Driving Sales, Engagement & ROI with Rich Media Mobile messaging

August 9, 11:00 AM PT – 12:00 PM PT

MMA Educational Series Sponsored by:

Today’s Agenda

•Why is mobile important for retailers?

•What goals can be achieved through mobile marketing?

•Why should you use MMS and SMS as a core component of

your mobile marketing?

•Charlotte Russe Case Study

•5 key takeaways to achieving better results from your

mobile marketing efforts

Let everyone know you’re joining in on this webinar! #MMAWeb

Today’s Speakers

Let everyone know you’re joining in on this webinar! #MMAWeb

Questions & Answers

Questions? You can ask them 3 different ways!

-Text WEBINAR + your question to 51515 -Type in the webinar chat box-Tweet using hashtag: #MMAWeb

Msg & data rates may apply.

Meet James Citron, CEO & Co-founder of Mogreet

3 Fun Facts about James:-Newlywed who used MMS to invite his guests to his wedding and created his wedding photo album with photos texted in by guests-Member of MMA Consumer Best Practices Committee & Mobile Video Committee-Sent his 1st text message using an Ericsson R250 in 1997

Get in touch! Text JAMES to 21534Msg & data charges may apply

Tweet your thoughts using #MMAWeb

Meet Paul Hollowell, Director of Marketing, Charlotte Russe

3 Fun Facts about Paul:-Has had the same mobile number since his first mobile phone (even after living in 5 different area codes!)-Texts over 50 times a day, but comes no where near using 250 minutes of calls a month-Started working as a Holiday season sales associate at Macy’s, and has been in retail ever since

Retailers’ Integrated Marketing Channel Mix

Retail Marketing

Touch Points

Where do you allocate your marketing budget? Text WEBINAR + your answer to 51515 or tweet #MMAWeb

What Retailers Want

Brand EngagementDatabase Growth

Loyalty Club/CRM

Online Traffic/Sales

In-Store Traffic/Sales

App Downloads

Mobile SiteTraffic

Cross Promotions

Social Sharing/Buzz

Tweet your thoughts using #MMAWeb

Using Mobile Messaging to Drive Consumers through the Purchase Funnel

ABC Family’s Pretty Little Liars builds brand awareness and drives tune-ins with Mogreet MMS by sending weekly call-to-action messages to their database

Charlotte Russe’s “Mystery Date” campaign used interactive MMS programming to drive interaction between fans and brand while driving in-store sales

Jack In The Box’s Jumbo Deal campaign drives engagement & in-store sales by delivering MMS coupons to their mobile database

FOX’s GLEE integrates Mogreet’s ‘Social Poster’ feature in all messages sent to the mobile subscribers to drive word of mouth advocacy by their most loyal fan base

Bloomingdale’s encourages shoppers to text into to sign up for their Loyallist Loyalty rewards club to receive exclusive offers and they can re-message their subscribers based on promotions and offers.

Text LOYALLIST to 51515 to see the campaign!Msg & data rates may apply.

What’s the most important piece? Tweet your answer to #MMAWeb

Mobile Marketing Landscape

Text WEBINAR + your questions to 51515 or tweet your thoughts using #MMAWeb

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

“33% of U.S. mobile customers said they preferred their offers by text message over the mobile web (21%), apps (11%) and voice mail (8%)”

SMS/MMS vs Mobile Marketing Channels

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


Why Mobile Messaging?

*Source: The Nielsen Company. 2012; **Source: The Nielsen Company, 2011


Fundamentals: SMS and MMS Defined

Video, images, audio, thousands of text characters

– Link to social sharing, mobile web, purchase pages

160 characters of text– Link to additional content– ~20% of text reserved for

legal copy

SMSSee MMS Live!

Text GLEE to 94444Msg & data rates

may apply.


Why Multimedia over Plain Text SMS?

A minute of video is worth 1.8 million words

(Dr. James McQuivey, Omnivideo, Jan. 2009)

Humans process visuals 60,000 times faster than text

(3M Corporation)

67% of customers value the quality of a product image

more than the textual descriptions or reviews.

(MDG Blog, May 2012)

Visitors who view product videos are

85% more likely to buy than visitors who do not.

(Internet Retailer, April 2010)

Mobile video messages have 300% more engagement than SMS only campaigns

(Mogreet, 2011)


Wake Up Question!

What is the most important success marketing metric for your business?

A1: More social media “likes” and responses

B1: Growing a database of loyal consumers

C1: Brand and consumer engagement

D1: Website and offline traffic and sales

Let us know what you think and unlock an exclusive mobile tip!

• Tweet your answer with #MMAWeb • Text keyword of your answer to 51515

Msg & data rates may apply.


Example:Text A1 to 51515Msg & data rates

may apply

5 Steps of a Successful MMS Campaign


Ways to Integrate Messaging Campaigns via Earned, Owned, and Paid Media


How Charlotte Russe Drives Sales and Engagement with MMS Marketing

• Why MMS?• Demographic fit• High engagement rates =

high ROI

• How MMS fits within the marketing tool kit

• Tactical implementation– Promotional strategies– Store personnel adoption


Case Study: Strategy & Objectivs


Case Study: Results


Key Campaign Takeaways

Get started with your MMS Marketing today!

Here are 5 Things to do and NOT to do:

Tweet your Do’s and Don’ts for mobile marketing using #MMAWeb

Looking Ahead: What’s Next in MMS Marketing

Increased use of video3 out of 5 consumers will spend at least two minutes watching a video that educates them about a product they plan to purchase (Invodo)

Multi-channel data integration to drive sales/re-marketingToday’s shopper expects consistent experiences across retail touch points. Integrated data provides customized programming, driving results (PractialAnalytics)


360 Mobile IntegrationRetailers are adding mobile sharing tools to websites to drive product sharing, wish lists, in-store and mobile web traffic and purchase

Conclusion – Key Takeaways

Join the twitter discussion using #MMAWeb

What is the biggest benefit in implementing MMS into a company’s marketing mix?

Why should retailers and marketersstart their holiday mobile marketing strategies today?

James Citron Mogreet

Paul HollowellCharlotte Russe

Q & A

Questions? You can ask them 3 different ways!

-Type into the webinar chat box-Text WEBINAR + your question to 51515 -Tweet using hashtag: #MMAWeb

Learn More

•Email Mogreet for a copy of our latest white paper and an archive of this presentation: [email protected]

•Visit us at http://www.Mogreet.com

•Learn more at our blog http://blog.mogreet.com

•Download the MMA whitepaperhttp://www.mmaglobal.com/resources

•Get a Free Analysis of Your Mobile Program: Email [email protected]

•Text MMS to 51515 for an MMS demo Msg & data rates may apply

Sign up for the MMA SmartBrief: www.smartbrief.com/mma

Search for partners or get listed at the Mobile Marketing Industry Directory: www.mobilemarketingindustrydirectory.com

Upcoming Events & Programs

• Advertising Week Mobile Summit & Global Expo – New York (Oct 2-3)

• The SMARTIES – New York (October 3)

• MMA LATAM Forum - Miami (November 28 – 29)

• MMA Webinar Series (ongoing)

Visit www.mmaglobal.com/events for more details on future events and webinars

Planning for 2012, contact Michael Becker at

[email protected] to get involved

Thank you for participating!

driving sales, engagement & roi with text messaging

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