20 VantagePoint Winter 2013

Mobile Interactive MessagingThe next big thing in association marketing?by Becky Bushnell and David McKnight

TECHNOlOgy

While the Pew Research Center estimates that more than 80% of U.S. adults own a mobile de-vice, my guess is almost 100% of businesspeople and professionals have one. Further, with 97% of text messages read within 15 minutes of being received (Nielsen Mobile), text messaging should be part of your event and member marketing and engagement strategy.

!e most active people texting are those under 44, a group every association is looking to engage more.

For marketers, these 160 character SMS (short message service) messages are an excellent tool to reach your audience anytime, anywhere – whether it’s for events, interactive ads and contests, surveys or loyalty clubs.

Apps vs. SMS“Push technology” or mobile apps (short for applications) get much of today’s attention for mobile solutions. Apps do pro-vide endless ways to share content and engage users. Yet apps require signi"cant marketing and user adoption before you can begin to engage those users. Users also retain full control, including turning o# notices and deleting the app whenever they want to.

Apps are also developed for speci"c mobile operating sys-tems – iOS for iPhone and Android for most of the remaining phones. Each have multiple versions of these operating systems so getting mobile apps to work on all phones is a technology challenge, and usually you will be required to not only pay for each version but make choices on which ones to support.

SMS is a universal app that is already installed on 99% of phones – even phones that are not “smartphones.” !ere is no additional software to load, update or support. Users dis-continue receiving alerts from a speci"c provider by simply texting “STOP” to the provider.

Selecting a providerSince marketing companies are embracing this new technol-

ogy more, the options available in the industry are increas-ing. Most providers are technology companies selling their platform for you, the client, to manage. Others are full ser-vice providers that have the technology and provide expertise executing the campaign. !is allows you, the client, to ex-plore another avenue of marketing without having to increase manpower.

When deciding on a mobile marketer, there are three questions you need to ask yourself: 1. Does the company o#er complete compliance protection?

Due to the Federal Trade Commission (FTC) and Federal

WITH 97% OF TEXT MESSAGES READ WITHIN 15 MINUTES OF BEING RECEIVED, TEXT

MESSAGING SHOULD BE PART OF YOUR EVENT AND MEMBER MARKETING AND ENGAGEMENT STRATEGY.

21VantagePoint Winter 2013

Communications Commission (FCC) heavily regulating the mobile marketing industry, there are constant changes that companies need to be aware of and adapt to.

2. How many mobile devices are compatible with the ser-vice? With all the di!erent mobile carriers, "nding a com-pany that can work with most of them is key to getting your message to subscribers.

3. How do they implement their service? By working with an experienced professional service that directly handles the writing and implementation of messages, you can expect better results for your company.

Building a mobile audience#e greatest success is achieved when a quali"ed audience is built through a mobile or web-originated subscription. To encourage members or potential attendees to sign up for a text service, incentives are usually used. #is can be anything from a coupon or discount, charitable donation on their behalf, giveaway or entry into a prize drawing. Interactive trivia contests or scavenger hunts are popular, too. Subscrib-ers must always be given the option to opt out at any point after subscribing to your service.

Finding success with text messagingBefore the event, text messages can be used to drive registra-tions, create a buzz, check interest in session topics or presen-tations, and to make promotions interactive.

During the event, subscribers can text to win contests and receive updates or alerts on demos or presentations. Texts can be used to move tra$c around a show %oor and attract people to speci"c exhibitors or booths.

After the event, get feedback through text messages, and stay in touch all year to promote other events and initiatives.

While it’s possible to manage your own mobile subscrip-tions and marketing deployments, there are several good rea-sons to consider an outside agency for the project. Why?

marketing industry by the Federal Trade Commission and the Federal Communications Commission. Someone will have to stay on top of the regulations and administer them correctly.

all mobile devices. #is may be more IT work than you want to deal with.

-ence getting results. �

Case Study

How Leukemia and Lymphoma

Society raised funds with

SMS text messaging

Need: An alternative way to do fund-raising for an upcoming event

Solution: Create a text loyalty club with sponsor supported donations

4QFDJæDT� The Leukemia & Lym-phoma Society used a combination of OFXTQBQFS�BET �çJFST �TPDJBM�NFEJB�and SMS text messages to promote the event and loyalty club. An SMS call-to-action was incorporated into promotions as well as signage at the event. A text alert encouraging people to subscribe to the loyalty club was also sent to a local SMS deals group of 3500 people to further their engage-ment. For every person that texted the word “GIVE” to “30364,” $1 was do-nated on their behalf to the Leukemia & Lymphoma Society by local sponsor Summit Credit Union.

Result: Raised a total of $8,800 through SMS and other donations.

Event Marketing

Text message examples

Pre-event: “�9�PGG�SFHJTUSBUJPO�UPEBZ�POMZ��%PXOMPBE�DPVQPO�NOW @ http://www.xxx.com to pre-register & qualify 4 prizes. April 5-6 in San Antonio. #eventhashtag”

During event: “FREE lunch: First 50 people that visit booth ����OFYU�UP�UIF�NBJO�TUBHF�BU����BN��4IPX�NTH�UP�SFEFFN��#eventhashtag”

“Head to auditorium now for the keynote address by X famous TQFBLFS��:PV�EPOnU�XBOU�UP�NJTT�UIJT�p

Becky Bushnell JT�UIF�DPNNVOJDBUJPOT�NBOBHFS�GPS�&OHBHJOH�3FTVMUT�$PNNVOJDBUJPOT �B�GVMM�TFSWJDF�NPCJMF�NBSLFUJOH�æSN��$POUBDU�IFS�at becky@engagingresultscomm.com or www.engagingresultscomm.com. David McKnight is a consultant with NotionPath, LLC. He works with the Engaging Results Communications team on new business development. David can be reached at david@notionpath.com.