Mobile Marketing
At-A-Glance
What does Z MOBILE
Marketing do?
What we do is simple! We help businesses take
their message to the most effective modern day
marketing vehicle - the mobile phone. And, we
use these mobile technologies to drive customer
response rates between 17-30%.
Traditional Marketing
Has Its Challenges…
• Email: Facing both spam issues and
consumer annoyance
• Direct Mail: Expensive, limited response rate,
and does not capture database for future
marketing
• TV: Expensive “shot gun” approach that is
showing continual declining response rate
numbers
• Newspaper/Magazines: Down double digits
Mobile Presents a
New Opportunity…
• 98% Reach Rate
• Response Rates: Average 17-30% when done properly
• Consumer Demand for mobile solutions is dictating the need for fast,
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to–the–point communications
Timing is Perfect: Promotions/alerts can be sent any time of day,
allowing for pinpoint accuracy of delivery
Reminders: Can combine reminders with coupons to convert
“on the edge” customers
Longevity of accurate information: Cell phone numbers rarely change
Participation: Engaging current clients with a purpose that is relevant to
them NOW, will enable you to engage them LATER
No spamming issues
Social Media: Z Mobile text messages can be posted to Facebook
and/or Twitter accounts quickly and easily
Viral Component: Receivers can forward to a friend instantly
A few businesses are just beginning
to see the benefits of mobile…
Carrabba’s Italian Grill SMS program sees 68 percent redemption rate
By Giselle Tsirulnik
June 16, 2010
Carrabba’s Italian Grill tested an SMS program in the Orlando market that
resulted in a 68 percent redemption rate on offers pushed out to 627
consumers. The text message campaign was meant to build a database of
names to which Carrabba’s could then promote multiple services at a time of
the day when customers are most likely to be influenced. The campaign also
aimed to further engage customers and learn more about their interests while
deepening Carrabba’s brand awareness and technological advances.
“We wanted to drive specific components of our business on a hyper-local
basis that are meaningful to our managing partners and will assist in
increasing traffic and overall restaurant sales,” said Jamie Miller,
marketing manager at Carrabba’s, Tampa, FL.
"The SMS campaign was a natural fit for our
organization. We want our Hooters Girls and Managers
to interact with the customers and this campaign is a
fun and effective way to accomplish that goal. In
addition, with this extensive database of customers,
at the push of a button–we can effectively
communicate to our customers with the events and
specials that they want to receive from Hooters.”
RESULTS - In the first week, Hooters was able to build a
database of 1,494 subscribers to the text club. After 30 days–
4,401 and still growing. In addition, with the activation
campaign, Hooters is offering an incentive to come back to
the restaurant within 7 days of subscription. Based on the
number of redemptions and sales as a result of this initial
campaign, Hooters has seen a Return on Investment of over
150% including all set up fees, along with the marketing and
incentive costs. Month two ROI anticipated to exceed 400%.
Who Could Use a
Z Mobile Business
Solution?
• All retail establishments;
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grocery, clothing, etc
Bakeries/Coffee shops
Bars/Nightclubs
Health/Sports clubs
Video rental stores
Auto/Boat dealerships
Media Stations
Educational Institutions
Alumni organizations
• Doctor/Dental organizations
• Charitable organizations
• Golf courses/ Pro shops
• Merchant companies
• Subscription-based
organizations
• Politicians
• Churches
• And many more!
Critical Success
Factors for Businesses
• Buy-in from the top
• Staff training on system
• Proper signage – Call-to-Action
• Media Integration – Add mobile
to existing media investments
and vehicles
• Proper Offer
• Timing of Promotion
• Value of Promotion
• Frequency of Promotion
Building the Mobile
Database is easy with
these methods…
• Establish incentives/concepts to promote
reason for opt in
• Email To Mobile Campaigns
• Mobile Widget on all Websites
• Tag keyword/short code on all existing
media
• Signage with text incentive
Example of a mobile
widget on a website
Establishing
incentives/concepts to
promote reason for opt in
makes sense…