sms startup

Copyright 2011 Eureka Resource Group. All rights reserved.

SMS Basics

Presented By:

Ric Hattabaugh

Eureka Resource Group

www.EurekaRG.com

925-255-5290

Twitter: RicHattabaugh

Eureka!

ERGO!m e s s a g e . c o m


Eureka!Agenda

Basic Basics

Designing Your Promotion

Sample Promotions

Mechanics

Costs

Best Practices

Metrics

Next


Eureka!Basic Basics

Shortcodes

Keywords

Character counts

Auto-responders

Interactive campaigns

Text “EurekaRG”

to 69302


Eureka!Designing Your Promotion

Audience Action


Eureka!Designing Your Promotion

Identify exactly what action you want from target Must be a Win-Win!

Decide if you want one-time or ongoing interaction

Choose the incentives you’ll provide Discounts, information, entertainment

Plan to get your promotion seen Leverage other channels – print, email, web, online, in-store,

outdoor, in-home

Test, test, test – then test again!

Build in methods to Measure & Optimize


Eureka!Simple Coupon Promotion

Can be Viral, or…

Can be Targeted with unique coupons Need method of validation

at POS

Also try coupon pickup via mobile website Insert URL instead of

coupon code

Coupons can be alphanumeric or 2D 2D coupons need MMS –

EXPENSIVE!

Text “Eureka” to 38714


Eureka!Join Our Mobile Club!

Get permission to interact over a longer term

Similar to growing your email list, but watch out! Must be extremely

relevant and valuable content

Examples: Secret sales

Loyalty/rewards updates

Events

News


Eureka!Sponsored Voting Promotion

Target texts vote choice as a keyword to short code

Results are tabulated and shown real time via URL Any screen capable of displaying

URL can be used

Good for branding and co-marketing

Not so good for direct acquisition


Eureka!But, Ask For A Next Action

Include Opportunity to: Opt in for ongoing messages

Call a call center

Visit a webpage

Download a mobile app


Eureka!Mechanics of Your Promotion

Identify a vendor to receive/send messages

Acquire keyword/short code combination You’ll need these in stone to write copy

Test campaign flow

Prepare conversion processes; web, call center, in-store

Schedule advertising

Test each of several days before ads launch

Evaluate at end of first day and optimize campaign flow


Eureka!Costs

Vendors offer different types of pricing plans: Monthly subscriptions

$50 up to thousands per month. One cent up to 10 cents per SMS depending on volume and contract term

Pay-as-you-go

3 cents up to 10 cents, but platform fees may apply

Others costs include: Set up fees

Can be as low as $100 and range to $5,000 or more

Keyword charges

One-time fees from $25 up to $100, more for “common” words

Monthly fees of between $10 and $200

Depending on how you advertise, the SMS component may be the least costly line item


Eureka!Best Practices

If you want to send future messages, ask explicitly for opt-in “Reply “YES” to receive 2-3 offers per month”

Don’t send future messages without an opt-in

Make sure to IMMEDIATELY honor an opt-out

Start sending messages as soon as you get an opt-in People will forget or lose interest if you wait too long

Don’t send stupid messages! “If you’re hungry, you should go to Arby’s!”

Be consistent in how you start your message “Arby’s Offers: Get 2 for one this Friday with code ‘FEAST’”

Be consistent about when you send Frequency


Eureka!Metrics

Response rates are based on: Eyeballs/Audience

Quality of offer

Great promotions can get as high as 10% or more response rate

Conversion rates vary just like any other promotion

Understand your ROI goal to set your goal for response & conversion

Test first to understand strength of offer

Opt-out rates tell you your content or offers are weak

Audience

Response Rate

Conversions


Eureka!Next

Websites www.mmaglobal.com

www.mobilemarketer.com

www.mobilemarketingwatch.com

www.iab.net

Tomi Ahonen “Insider Guide to Mobile” (free temporarily) http://bit.ly/eoVf3p

http://www.mmaglobal.com/

http://www.mobilemarketer.com/

http://www.mobilemarketingwatch.com/

http://www.iab.net/

http://bit.ly/eoVf3p


Eureka!If Today’s Session Was

Valuable:

Get an SMS account at www.ERGoMessage.com

Hire Eureka to help design and run your promotion

Tell an associate or friend about us

Follow me on Twitter: RicHattabaugh

Blog about what you learned today and mention us


SMS Basics

Questions?

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