Double Down and Double Your Mobile Database
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Transcript of Double Down and Double Your Mobile Database
Double down and double your mobile database 10 validated strategies that will pay off APRIL 3, 2014!
Alex Campbell, Chief Innovation Officer and co-founder of Vibes @AlexGCampbell!Jason Richards, Director of Customer Analytics @JasonTRichards!
#doubledown!
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©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator
Mobile acquisition kit!
Mobile acquisition calculator
1 2 3 Webinar Handbook Calculator
Double down and double your mobile
database
SMS marketing handbook
www.vibes.com/smshandbook www.vibes.com/calculator
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©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator
Today’s topics!
The mobile opportunity
Double down guide featuring the mobile
acquisition calculator
Benchmark data
SMS marketing activation list
#doubledown!
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©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator
The mobile opportunity!
The mobile opportunity
Double down guide featuring the mobile
acquisition calculator
Benchmark data
SMS marketing activation list
#doubledown!
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©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator
The value of a mobile subscriber!
Mobile subscriber spends anywhere from 3X – 8X
more than email!
Mobile
Social
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All about acquisition!
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Building a mobile database — key questions!
What is the best channel to acquire mobile subscribers?
What should I do to maximize my effort to acquire subscribers?
What is the best way to build my mobile database?
How much should I spend to acquire customers?
How do I rebuild after TCPA?
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Driven by data!
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©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator
The mobile opportunity
Double down guide featuring the mobile
acquisition calculator
Benchmark data
SMS marketing activation list
#doubledown!
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©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator
The data behind building a mobile database!
Methodology 5 channels!
Multipliers!§ Sweepstakes § Incentives
Email In-store Website
Social media TV
Double down!
Average effort!
The promotion to join the mobile list is persistent throughout the channel; placement is maximized using premium real-estate; full support from channel stakeholders.
The mobile promotion is limited within a channel; lower value real estate might be used; exposure is limited; less support from channel stakeholders.
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Introducing APM – the only KPI you need to know!
number of people who will opt into your mobile database for every 1,000 marketing impressions you deliver
APM (Acquisitions per 1,000 impressions)!
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Value of multipliers!
0.5!
Incentive Sweepstakes Incentives & Sweepstakes
No incentive & no sweepstakes
3.1! 3.2!
4.1!APM
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Average APM by channel!
0.7 0.7
1.0
1.3
1.6
2.3
Email In-store Website Social media
TV Average
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Impact of doubling down!
Website TV Social In-store Email
1.4 2.4 2.9 3.2
10.5 When you double down
Channel average
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Next Level!
number of people who will opt into your mobile database for every 1,000 marketing impressions you deliver
APM (Acquisitions per 1,000 impressions)
How much will this cost me?
How much should I spend?
How can I get 100,000 subscribers?
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The mobile opportunity
Double down guide featuring the mobile
acquisition calculator
Benchmark data
SMS marketing activation list
#doubledown!
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©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator
Before you double down…!
• What are you trying to accomplish with your mobile database?
• What is your business objective for putting the time and effort into building it?
• What does success look like (quality vs. quantity)?
Define your strategy
Business objectives
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Before you double down…!
• What is the intended user experience you want to deliver?
• What does a post-click experience look like for your brand?
• What is the brand promise you are delivering to your customers that will help support your business objectives?
User experience
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Activation channels!
Text
Mobile ads
Apps/push
TV
Web
Direct mail
In-store
Social
Sponsorship
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Introducing the Mobile Acquisition Calculator!
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Double Down § Dedicated email focused on
promoting the mobile database § CTA prominently featured in the
top half of an email § Featured regularly to all email
lists
Email!
Average § Mobile database CTA featured
in the bottom half of an email § Not prominently featured § Limited to portion of email lists
10.5
1.6
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Double Down § Main hero image of the home
page and sub-pages within the site, include the mobile database CTA,
§ CRM sign-up with mobile option, included in check out
Website!
Average § Mobile database CTA is on the
website, but is not very noticeable § CTA shares time with other
promotions on site § Different sign up from main
CRM form
1.4
0.7
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Double Down § Dedicated social content
focused on building the mobile database and CTA promoted in company description
Social!
Average § An occasional mention or reminder
to join the mobile database
2.9
0.7
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Double Down § Signage in multiple locations, including
register § Mobile CTA is presented to large share
of customers at checkout § CTA is in each receipt, there are
prompts on PIN pads § Associates are trained to ask for mobile
In-store!
Average § Using only one tactic § Limited distribution of a tactic § Mobile CTA shares time with other
recruitment efforts
3.2
2.3
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Double Down § Mobile database CTA prominently
featured in a TV ad – narrator draws attention to CTA
§ Exclusive CTA within a spot
TV!
Average § Mobile database CTA mentioned
in a TV ad, but not as noticeable § Visually present but no voiceove, § Competes with other CTA in
the spot
2.4
1.0
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Honorable mentions!
Apple’s Passbook Google Wallet
App Sponsorship
Direct mail
iBeacon
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Let’s see the Mobile Acquisition Calculator in action…!
www.vibes.com/calculator
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©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator
The mobile opportunity
Double down guide featuring the mobile
acquisition calculator
Benchmark data
SMS marketing activation list
#doubledown!
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©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator
SMS activation checklist!
Use the Mobile Database Calculator to finalize your plan
Use an incentive or sweepstakes to drive opt ins
If you can’t double down on all channels, pick the ones that will have the biggest impact on your customers
Benchmark against what you’ve seen
Get started today!
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Leveraging technology to scale your SMS acquisition program!
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Q A &
Alex @AlexGCampbell
Jason @JasonTRichards
#doubledown!#doubledown!
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©2014 Vibes All rights reserved. Confidential www.vibes.com/calculator
Mobile acquisition kit!
Mobile acquisition calculator
1 2 3 Webinar Handbook Calculator
Double down and double your mobile
database
SMS marketing handbook
www.vibes.com/smshandbook www.vibes.com/calculator