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We sent around a survey recently asking you what questions you have about SMS marketing so we could put together a webinar that would answer your questions. Overwhelmingly you asked us for specific examples of how businesses and nonprofits are using text messaging. Many also asked what trends we’ve seen lately in SMS marketing. This webinar covers the following: 1. 6 successful ways we see organizations using SMS marketing 2. What we’ve learned over the past few years about SMS 3. What trends we see growing over the next 6-12 months
Citation preview
6 Great Ways to Use Text Message (SMS) Marketing
#SMSRocks
#SMSRocks
Thanks for attending!
Justin MastrangeloFounder of JA.TXT
@JustinPGH
#SMSRocks
6 Successful SMS Campaigns
Trends We’ve Been Seeing
What We Expect in the Near Future
Ask Questions!
GoToWebinar chat window or #SMSRocks on Twitter
The Next 29.5 Minutes…
#1: Email Capture
SMS and Email working together
#SMSRocksPage 5
How Does It Work
Text COUPON to 12345
Ask for email address via text
User responds
Confirm receipt, direct to mobile website
Save or integrate with CRM/email marketing
#SMSRocks
Email Capture: At Events
#SMSRocksPage 7
Who‘s Using It
Speakers
Non-profits
Some B2C
Replacing the clipboards
#SMSRocksPage 8
Results
15-20% opt-in from audience is common
40%+ is not unheard of
On stage is better than signs or handouts
Incentive matters
Post-event text message has been valuable
Build two databases at one time
#2: “Second Chance” Offers
Building a qualified database
#SMSRocksPage 10
How Does It Work
Grand prize is promoted
Text-to-win database is built
Winner is picked
Everyone else gets a “second chance” offer
Qualified database saved for future marketing
#SMSEmail
Second Chance
FROM: 12345
MESSAGE:
We’re sorry you didn’t win the grand prize. However, if you call today and mention promo code SECOND you’ll save 50% off your first order!
#SMSRocksPage 12
Who‘s Using It
Retail and Services
Businesses using traditional media
#SMSRocksPage 13
Results: 3 Week Radio Campaign
Big product giveaway
Database of almost 1,000 (area outside metro)
Significant discount for “second chance”
Urgency of “second chance” offer
15 consultation appointments in one afternoon
Continued success with database
#3: SMS Alerts
Beach town
#SMSRocksPage 15
How Does It Work
Tourists see signs at restaurants
Text-in and reply with days on vacation
Beach conditions alert is automatically sent
Another alert if conditions change
#SMSRocksPage 16
Results
Database grows larger every summer
Locals opt-in as well
Opt-out rate is very low (under 3%)
#4: Mobile Coupons
Retail and traditional media
#SMSRocksPage 18
How Does It Work
Radio spot promotes offer
Users text-in for discount code
Discount code is changed regularly
Database is used for ongoing promotions
#SMSEmail
Mobile Coupon
FROM: 12345
MESSAGE:
Thanks for joining our mobile club. Show this message or mention promo code MOBILE25 to save 25% when you stop by before 8/1/13.
#SMSRocksPage 20
Who‘s Using It
Retail and Entertainment
Traditional media buyers
#SMSRocksPage 21
Results: US Metro Campaign
Retail business
Discount (10-20%) coupon
400-500 opt-ins per week
Database drives sales once per month
Redemption rates much higher than email
#5: SMS Voting
South Side Soup Contest
#SMSRocks
How Does It Work
#SMSRocksPage 24
How Does It Work
Participants text a keyword followed by an ID
For example, VOTE12
Votes are counted in real-time
Participants are texted the results
New sponsorship opportunity
#SMSRocksPage 25
Results: South Side Soup Contest
Voter participation increased from 10% to 70%
Older audience was not a problem
Volunteers LOVE not having paper ballots
Sponsor ran out of promotional gift cards
#6: Tradeshow Day-Of Messages
Driving traffic within minutes
#SMSRocksPage 27
How Does It Work
Tradeshow “mobile club” is promoted via email
Example, “Text VEGAS to 12345 if you will be attending…”
Attendees opt-in for promotions at the event
Exhibitor drives traffic to booth throughout the day
#SMSRocksPage 28
Results: Tradeshow Texts
Outbound text messages drive traffic in minutes
Offers include giveaways, promotions, etc.
Attendees visit more than once
Using email to build mobile list
Trends We’ve Been Seeing
#SMSRocksPage 30
Trends
Incentive and promotion are key
Not always about outbound
The audience is not scared of SMS
Still an “untapped” space
What We Expect
#SMSRocksPage 32
Trends
More email capture
More voting
(death to the clipboard!)
More in traditional media
SMS isn’t going anywhere
Where to Start?
#SMSRocks
SMS Increases Results:
1. TV, Radio, Outdoor, Print…
2. Events
3. Foot Traffic
#SMSRocks
Placeholder, enter yourown text here
Questions?
Justin MastrangeloJustin [at] jainteractive [dot] com@JustinPGH
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