Texting Tuesday: How to Do Text Message Marketing for Your Business

Text Message Marketing
Presented By: Bob Bentz
Advanced Telecom Services  84444.com  84444.ca
Your Message on the Move

About the Speaker
President
Advanced Telecom Services
(founded 1989)
- now atsMobile
www.advancedtele.com
bobb@advancedtele.com
Bob Bentz

MLB Opts-Out of Bullpen Landline Phones

The Pillar That Holds Up The Mobile
Marketing Building
TextMessageMarketing
TextRESULTSto84444.com
QR Codes
Mobile WebsitesMobile Video
Apps

Near By…
24/7 Always Connected
91% of all U.S. citizens have their mobile device
within reach 24/7
(Source: Mobile Marketing Association)

Near By…
Even when we’re Asleep
65% of adults sleep with their cell phone next to the
bed.
(Source: Pew Research Center)

Common…
80% of Americans Send and Receive at Least 10
Text Messages Per Month
(Source: Pew Research Center’s Internet & American Life Project)

Middle Aged Show Biggest Growth
At Any Age

In Any State
Where does your State rank?

With any Race
Blacks & Hispanics Text More
(Source: Pew; May 2011)
0
500
1000
1500
2000
2500
White Black Hispanic
Text/Month
Calls/Month

Sex
Women Text More
(Source: Pew; May 2011)
0
200
400
600
800
1000
1200
1400
Men Women
Text/Month
Calls/Month

Yet Still Growing
And Growing
0
10
20
30
40
50
60
70
80
90
18-29 65+
Calls/Day
Texts/Day
More Text Messages are Sent than Calls
(Pew Research, September 2011)

Smartphone Owners are Mobile Savvy

Smartphone Ownership Growth Increases Texting

¼ of Web Traffic Now Coming from Mobile

Almost 100% of Younger Phone Owners Text

Mobile: More than Just Talking

Texting and
Internet Access
Top Activities
Performed on a
Cell Phone
Source: Pew Internet

Response…
IMMEDIATELY
97% of All Text Messages Are Read within three
minutes of receipt.
(Source: Greg Stuart, Mobile Marketing Association)

Response…
E-MAIL IS SO YESTERDAY
As opposed to 22% of email messages that are
opened.
(Source: Greg Stuart, Mobile Marketing Association)

Email Click-Throughs Declining

Response…
IMMEDIATELY
For E-mail, it was 6.64%
Direct Marketing Association, 2010)
Click through rate for text was 14.06%

Reach…
When They’re Most Likely To Buy

Motivated Buyers…
Ready to Buy Now
Of Smartphone Users Researched on Their
Device Before Heading to the Store to Make a
Purchase
Researched on Their Smartphone Before
Completing the Actual Purchase on Their
Desktop or Laptop
(Source: G00gle and Ipsos, 2012)

New Meaning to “Fast Food”

Viral…
BONUS!: Business and Leads for FREE
21% of all responses never participated in the
original interactive text message program.

Trackable…
Justification for the Advertising
By using a unique PIN, businesses can track just how effective the advertising is.

Text Message Marketing 101
The Success Story

Opt-In Advertising
Your Customers WANT to Receive Your Messages

Opt-In
Legal
Legitimate Opt-In
• Create “existing business relationship”
• Interactive Text Message
• Other Means (Web, WAP, IVR, Paper)
Response Message
• Number of messages
• Program name
• Contact info
• Opt-Out info
Opt-In only to specific program.

Opt-In
Legal Documents
•Subscriber Initiates Opt-In by
Responding to Advertisements-
“established business relationship”
•Web Interface
•WAP Interface
•IVR System
•Paper-based Consent Form
•Program Responds with
Number, Program, and Contact
Information
•Applies Only to the Specific Program
Customer Subscribed to

Opt-In
Legitimate Verifiable Opt-Ins
• Interactive Text Message
• Desktop website
• Mobile website
• IVR
• Paper
TIP: Be sure to save all opt-in documentation.

Opt-In
Best Practices
• MMA Global Code of Conduct
• Messaging Frequency
• Advertising Guidelines
• “Msg&Data Rates May Apply.”
• “Text STOP to Stop.”
• “Text HELP for Help.”
• Terms & Conditions
(Source – MMAGlobal.com)

Opt-In
Advertising Documents
Must include
•“Msg&Data Rates May Apply”
•Resource to Reference Terms and Conditions
•Instructions on Cancelling Service (STOP)
Must include
•Resource to Reference Terms and Conditions
•Instruction for Obtaining Help (HELP)
•Instructions on Cancelling Service (STOP)
Must include

Opt-Outs
Recommended Once Per Month
•Subscriber must be able to
stop participating by sending
STOP to 84444
•Must respond with MT
message
•If customer is inactive for 18
months  Opt-In Expires
•Monthly Reminders of Opt In

Opt-In
Legitimate Verifiable Opt-Ins
•Service Description
•Resource-terms and conditions
•Frequency of messaging
•HELP instructions
•STOP instructions

Mobile Coupons
For Immediate Response

Offer Value
Advertising
With Gas So Expensive, Who Would Pass This Up?

Offer Value
Response

Offer Discounts Now

Sweepstakes
Grow Your Database

Sweepstakes
Offer Something You Can’t Get Normally
Backstage pass: Big and Rich sweepstakes winner on 84444.com.

What You’ll Get…
A Valuable Database Indeed

Where Should I Promote It?
Everywhere

Everywhere…
You Can Think Of

Everywhere…
And more

Everywhere…
Be Creative

A QR Code Is Not an Island...
Half of Americans have feature phones…
So Always Include a Text Promotion with a QR
Code

Dnt Overdu Abrevatns
It’s Annoying
Over 160
CharactersToo many
Abbreviations.
Use
Abbreviations
Sparingly.

Embedded Links
For Touch Tone Action
Offers customers
more
information

Promotion
Text Message Promotion Responded To

EXCLUSIVE
Text Message Marketing Study 2012
TEXT MESSAGE MARKETING STUDY

EXCLUSIVE
Text Message Marketing Study 2012
• May – July 2012
• Conducted by ATS paid interns
• Analysis of all customer data active in 3 months
• 11 short codes studied
• College credit received

Who’s Doing It?
Our Customers
Customer Categories
%
Customers
%
Messages
Restaurants 17 15
Automotive 13 1
Media 10 25
General Retail 10 13
Entertainment/Sports 9 12
Ad Agencies/Cust Unknown 8 18
Schools 6 4
Real Estate 6 1
Unions/Church/Non-Profits 5 3
Consumer Products/Grocery 4 6
Healthcare 4 1
Financial 1 1
Government 1 1
Other/Unknown 6 1
Totals will not add up to 100% due to rounding.

What Else They’re Doing?
Other Mobile Marketing Tools Used
Tactic % Engaged
Text Message Marketing 100
Desktop Website 97
Social Media 65
Mobile Websites 27
Apps 11
QR Codes 32
Mobile Video 4
TextChat 5
Geo-Location Services 2

How They are Doing It
Types of Text Messaging Being Used
Interactive & Broadcast: 82%
Interactive Only: 11%
Broadcast Only: 7%

What They’re Doing
Percent of Applications and Response Rates
0
5
10
15
20
25
30
35
40
45
% Applications
% Messages
Application % Applications % Messages
Consumer Information 42 20
Reminders/Alerts 24 17
Mobile Coupons 18 14
Opt-Ins 4 2
Voting 3 3
Sweepstakes 2 38
Other 6 6

Mobile Marketing

Responsive
What’s Your Mobile Strategy?

Texting Tuesday: How to Do Text Message Marketing for Your Business

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Texting Tuesday: How to Do Text Message Marketing for Your Business