Presented by

Frank CowellElevator President & Founder

How to make mobile marketing work for you.

Mobile Marketing

Text/SMS Mobile Website Mobile App

Why Text Messaging?

• As of March 2010, mobile subscribers in U.S. exceed Internet Users by 63m

• Text message have an estimated 95% ‘open rate’ - compare with email at around 2%!

• 60% of mobile subscribers are active text message users

• The number of text messages now exceeds number of calls by a factor of 3

• “Smartphones” are expected to reach a penetration rate of 50% by mid-2011

• Viral nature allows for easy forwarding

New Paradigm: Mobile Consumers & Text

Mobile device replacing PC as primary channel

for communications

Mobile subs in U.S.1 exceed Internet Users by 63 Million

60% of U.S. subscribers use text, email usage flat2

More consumers use text messaging than regularly

use email

1 – CTIA, March 2010 2 – Pew Internet Project, July. 2009

1.8 billion texts

per month!~93% of US pop.~

Average Mobile Call Length

CTIA Mid-Year 2010 Report. ctia.org

Less talking, more

texting and mobile

information access!

How it Works

• Sign-up with any number of companies offering text message marketing

• Select a “Keyword” for your business. Example: ELEVATORAGENCY

• Promote your keyword. To subscribe, people will text your “Keyword” to a “Short Code”, offered by your text message marketing vendor.

Example: Text ELEVATORAGENCY to 69302

• You send short text messages (140 characters or less) to your subscribers.

Ways to Promote Your Keyword

• Website

• Social Media

• Dedicated Landing Pages

• On-site Signage

• Advertising

• Vehicles

• Billboards

Ways to Promote Your KeywordWebsite

Ways to Promote Your KeywordDedicated Landing Page

Ways to Promote Your KeywordOn-Site Signage

Ways to Promote Your KeywordAdvertising

Ways to Promote Your KeywordVehicles

Ways to Promote Your KeywordBillboards

Ways to Promote Your KeywordMultimedia

Ways to Use Text Messaging

• Coupons

• Last Minute Deals

• New Products/Menu Items

• Events

• Contests

• Polls

• Request Appointment/Reservation

Case Studies

• Individual location of national food chain sends out a message to 650 subscribers, 750 people respond

• A Southern California streetwear retailer sells $20,000 in just three hours. Sent text to 1,200 people, over 230 showed up (close to 20% response rate).

• Hilton has used and experienced 10-25% increase in response rate when compared with other communication mediums

• A doctor uses text messaging to send appointment reminders, dramatically lowering “no show” rates

• Dunkin Donuts sees a 21% increase to in-store traffic as a result of a 99 cent latte promotion

Staying Out of Trouble

• m-SPAM Act of 2009

• Opt-in via mobile keyword or sign-up forms - EXPLICIT PERMISSION

• Use a service - don’t attempt to send via email

• Segment your subscribers - targeted messages are better

• Don’t overwhelm with too many messages

Getting Started

• Develop a strategy and communication calendar

• Select a provider

• Promote your keyword

• Communicate based on communication calendar

• Measure everything!

Continuing the Conversation

• Frank Cowell

• fcowell@elevatorms.com

• Twitter: @FrankCowell

• www.thequitefranklyshow.com

• www.elevatorms.com