How to make mobile marketing work for you.
Presented by
Frank Cowell
Elevator President & Founder
Mobile Marketing
Text/SMS
Mobile Website
Mobile App
Why Text Messaging?
• As of March 2010, mobile subscribers in U.S.
exceed Internet Users by 63m
• Text message have an estimated 95% ‘open
rate’ - compare with email at around 2%!
• 60% of mobile subscribers are active text
message users
• The number of text messages now exceeds
number of calls by a factor of 3
• “Smartphones” are expected to reach a
penetration rate of 50% by mid-2011
• Viral nature allows for easy forwarding
New Paradigm: Mobile Consumers & Text
Mobile device replacing
PC as primary channel
for communications
Mobile subs in U.S.1 exceed
Internet Users by 63 Million
1 – CTIA, March 2010
More consumers use text
messaging than regularly
use email
60% of U.S. subscribers use
text, email usage flat2
2 – Pew Internet Project, July. 2009
Average Mobile Call Length
CTIA Mid-Year 2010 Report. ctia.org
How it Works
• Sign-up with any number of companies offering text message marketing
• Select a “Keyword” for your business. Example: ELEVATORAGENCY
• Promote your keyword. To subscribe, people will text your “Keyword” to a
“Short Code”, offered by your text message marketing vendor.
Example: Text ELEVATORAGENCY to 69302
• You send short text messages (140 characters or less) to your subscribers.
Ways to Promote Your Keyword
• Website
• Social Media
• Dedicated Landing Pages
• On-site Signage
• Advertising
• Vehicles
• Billboards
Ways to Promote Your Keyword
Website
Ways to Promote Your Keyword
Dedicated Landing Page
Ways to Promote Your Keyword
On-Site Signage
Ways to Promote Your Keyword
Advertising
Ways to Promote Your Keyword
Vehicles
Ways to Promote Your Keyword
Billboards
Ways to Promote Your Keyword
Multimedia
Ways to Use Text Messaging
• Coupons
• Last Minute Deals
• New Products/Menu Items
• Events
• Contests
• Polls
• Request Appointment/Reservation
Case Studies
• Individual location of national food chain sends out a message to 650 subscribers, 750
people respond
• A Southern California streetwear retailer sells $20,000 in just three hours. Sent text to
1,200 people, over 230 showed up (close to 20% response rate).
• Hilton has used and experienced 10-25% increase in response rate when compared with
other communication mediums
• A doctor uses text messaging to send appointment reminders, dramatically lowering “no
show” rates
• Dunkin Donuts sees a 21% increase to in-store traffic as a result of a 99 cent latte
promotion
Staying Out of Trouble
• m-SPAM Act of 2009
• Opt-in via mobile keyword or sign-up forms - EXPLICIT PERMISSION
• Use a service - don’t attempt to send via email
• Segment your subscribers - targeted messages are better
• Don’t overwhelm with too many messages
Getting Started
• Develop a strategy and communication calendar
• Select a provider
• Promote your keyword
• Communicate based on communication calendar
• Measure everything!
Continuing the Conversation
• Frank Cowell
• fcowell@elevatorms.com
• Twitter: @FrankCowell
• www.thequitefranklyshow.com
• www.elevatorms.com