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The Next Communication Channel: Mobile Marketing and Beyond. The Rise of the Mobile Connected Dealership. Smartphone’s. 64% of 25-35 year olds own a smartphone 1 in 4 mobile subscribers over the age of 55 own a smartphone. Source: mannixmarketing.com. - PowerPoint PPT Presentation
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The Rise of the Mobile Connected Dealership
The Next Communication Channel:Mobile Marketing and Beyond
Smartphone’s
• 64% of 25-35 year olds own a smartphone
1 in 4 mobile subscribers over the age of 55
own a smartphone
The SMS text messaging market
is expected to grow from $150 billion in
2009 to $223 billion by the end of 2014
48Hours
The average open time for an email.
Time it takes the average person To respond to a
text message:
90 SECONDS.
Source: mannixmarketing.com
Source: CTIA.org
Source: Portio Research
Mobile Coupons get 10 times the redemption
rate of traditional coupons
91% of all U.S…. Citizens have their mobile device within
reach 24/795% of
smartphone users looked up local
information, & of those, 61% called
& 59% visited the business.
Source: Borrell Associates
Source: Morgan Stanley
Source: Google IPSOS
For the first time in history, the semi-annual survey conducted by CTIA-The Wireless Association shows
the number of wireless subscriber connections (322.9 million) has surpassed the population (315.5
million) – October 11, 2011
Facebook has only 50.6% of the North American population – Mobile users with SMS enabled phones is 92%
Social vs. Mobile Marketing
®
Only 1/3 of Facebook’s 600 million+ user base uses
Facebook Mobile
Source: PRNewswire.com
Mobile Internet growth
By 2014, mobile
internet should take
over desktop internet usage
Source: PRNewswire.com
Text DEALER to 72727for an Extra $2,000
Instant Cash on your Trade-in
KEYWORD(CHANGES)
SHORTCODE(STAYS THE SAME)
To: 72727
MSG: Dealer
When client texts,They are entered
Into your database!
TEXT MESSAGING 101
Text Call to ActionLive Demonstration “Try it on your phone
Now!”
Deliver Coupon or Reminder Right to
the phone! Offer can expire quickly to
encourage quick visit
Dealership
Pool of Current and
Future Clientele
Add to the Pool:Every customer that comes in contact with Your
Dealership is engaged with MOBILE.
a. A chance to enter to WIN a Great Prize
b. Received a Business Card
c. Signed agreements to purchase a vehicle
d. Responded to an offer in Traditional Media
These clients are then marketed to timely over the upcoming months, generating more transactions.
Timely Promotions = Higher Redemption RatesSchedule the Delivery of Coupons, Reminders, and Offers at exactly the right moment!
Putting the Offers Right in the Hand of your Current and Potential Customers!
= More Transactions per Month
Jackson Honda: Early Bird special all day long thru Friday! Show msg to redeem $10 OFF your service , code mb8483 exp. 4.9 Reply STOP 2end
John’s Lincoln: This weekend ONLY, we will give you $1,500 over blue-book on your trade-in, FWD 2 friends Show msg to redeem, exp. 5.2 Reply STOP 2end
Paul’s Toyota: Weekend Sales Event starts Now! First 100 people on our lot gets a FREE Nascar jacket; http://Paulscars.com Reply STOP 2end
Industry ranges between 5-10% redemptions on Mobile offers & coupons
Quantifiable Return on this direct media!
Investment to send 1000 messages to Database? $50ROI on even 40 people scheduling service or buying a vehicle?
$100 Average additional transaction X 40? $4,000
1,000 Customers
in your database
2% or Higher Redemption Rate on Promotion or
Coupon
Average Transaction or Sale of Vehicle
(Example of Return-on-Investment on a small scale)
3 Ways to Get an Opt-in1. Get the potential customers to Text (KEYWORD) to
SHORTCODE (72727).a. Virtual Business Cards – Environmentally Friendlyb. Combine with Traditional engagementsc. Use in Social Networks
2. Add the Mobile “Opt-in” Option to your current Website
a. Deliver Inventory Updates Directb. VIP Maintenance Offers
3. Engage Current BuyersYour clients sign a agreements to buy. Add the mobile opt-in verbiage, and upload every client into your mobile database.
The Mobile World 101
To: 72727MSG: TOYOTA
Virtual Business CardsCustomer that texts – is entered into database
We use Virtual Business Cards, They are environmentally friendly.
Text Dave to 72727
Dave Garcia: Toyota of Olathep. 1 (816) 555-5555e. [email protected] our inventory, http://toyotaolath.comReply STOP 2end
BONUS: Customer Service Representative gets an instant Text message with the Phone number of the potential client right to his/her cell-phone instantly.
Lead can then be followed up with for increased conversions!
Text BASEBALL to 72727for $30 OFF
Updates on Inventory?Text CAMARO to 72727
Smart Updates?Smart Savings?
Text SMART to 72727$2,000 Rebate Today
Text VENZA to 72727 Inventory UpdatesText TOYOTA to 72727
Toyota: You are entered for a chance to win! Reply with your email for an additional entry. Reply STOP 2 quit, help 4 help
72727
LEAD GENERATIONNEW CLIENTS
When Customers sign Purchase order, they are automatically enteredCapture Current Customers when they sign their service agreement;
Automatically upload them into the database and issue out a reminder text-message 90 days later to increase the frequency of the transactions.
Hogan Tire: $5 OFF your next oil change with coupon code MB 2433, watch for future savings direct from us. Reply STOP 2 end
I authorize Big John’s to send me Mobile Exclusive Offers and Specials
Purchase agreement!By signing this agreement authorizes Big Johns Auto-mall to send You updates and offers direct to your mobile phone. Up to 3 messages Per month, standard text message rates apply, reply STOP 2 quit at any-Time.
Now Market Service Offers direct to their hand-heldDevices in the future.
requiredMobile Phone Number
72727
Molle Chevroley: $1,000 OFF your vehicle purchase this month only on any Certified Pre-Owned vehicles. Show message to redeem, exp. 3.28.11 Reply STOP 2 end
Donate NOW!
Get an Instant $1,000OFF Your Vehicle
Mobile ONLY Coupon!
Enter Mobile Number
Mobile Coupon will be sent Right to your phone instantly!
72727
Capture Web Traffic into Database!
Panchero’s Gift Cards are the best gift! Click here and be finished shopping. http://xmaspanch.wap Reply STOP 2quit
• Increase Social Network Followers
• More Transactions per year
• Capture Email
• Support Causes
Send Promotions to your Database to do More Than Just Coupon!
OilSeattle Toyota has a VIP Special on Facebook, Follow us NOW and see how we love you. Reply STOP 2quit
To complete your entry to win a FREE Oil Changes for a year reply with your email address and watch for more great deals!
15% OFF any 50,000 mile, or 75,000 service this week only, call 816-229-8800 or clickhttp://servicemolle.wap Reply STOP 2quit
72727 72727 72727
Promotions Match Organization Objectives
Deliver Video Right to your Interested Clients Phones!
John’s Ford: See our F-250 Premium package only offered this weekend. Video of the options right to your phone, click http://bit.ly to see.Reply STOP 2 quit
72727
Title slide
Utilize Databases Based on Who They Are!
Leverage Mobile for Big Profits
Current Client Database
Potential Client Database
Send Messages that Match Objectives:
Drive Social Network BehaviorCapture Email for additional Touch PointCreate FWD 2 Friend OpportunitiesDrive additional transactionsDrive Awareness of New ProductsGROW TOMAAnd more…
Lead Mine for New BusinessGrow Brand AwarenessConvert LeadsSend Premium OffersCapture emailAnd more…
1 per month 2 per month
Frequency of Messages
Text Appointment Notification!
Brandon, Just a reminder that your 25,000 mile service is scheduled for tomorrow at 2:00pm, reply to this message if you can’t make it and we can reschedule, or call 555-555-5555
Enter Mobile NumberDonate NOW!
72727
