Texting Tuesday February 2014 | Mobile Marketing Knowledge College

Text Message Marketing
Your Message on the Move

Presented By: Bob Bentz
Advanced Telecom Services  84444.com  84444.ca

About the Speaker
President – atsMobile
Formerly Advanced Telecom Services
Founded 1989
Philadelphia – Toronto – London - Prague

• atsMobile.com
• 84444.com
• 84444.ca
bobb@atsMobile.com

Scan to Link In with me.

Text BOB to 84444
Msg.& Data Rates Apply.

Bob Bentz

Table of Mobile Content
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8.

Text Message Stats
Features
Legal
Portfolio
Best Practices
EXCLUSIVE: 84444 Research Study
Top Ten Text Tips
Summary


MLB Opts-Out of Bullpen Landline Phones


The Pillar That Holds Up The Mobile
Marketing Building
Mobile Video Mobile Websites


Text RESULTS to 84444.com


QR Codes


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…

92% of
smartphone
owners

81% of Americans Send and Receive at Least 10
Text Messages Per Month
(Source: Pew Research Center’s Internet & American Life Project; May 2013)


At Any Age

Middle Aged Show Biggest Growth


In Any State

Where does your State rank?


With any Race

Blacks & Hispanics Text More

2500

2000

1500
Text/Month
Calls/Month
1000

500

0
White

Black

Hispanic

(Source: Pew; May 2011)


Sex

Women Text More
1400
1200
1000
800

Text/Month
Calls/Month

600

400
200
0
Men

Women

(Source: Pew; May 2011)


Yet Still Growing

And Growing

90
80
70
60
50
40
30
20
10
0

Calls/Day
Texts/Day

18-29

65+

More Text Messages are Sent than Calls
(Pew Research, September 2011)


What Else we do on our Mobile Phones


Smartphone Ownership Growth Increases Texting


Tablets Helping Fuel Mobile Growth


30% 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

Click through rate for text was 14.06%

For E-mail, it was 6.64%
( Direct Marketing Association, 2010)


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

The deal
until TCPA
changes.
10/15/13

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


New TCPA Regulations
Note – I am not a qualified attorney. Please consult your own attorney for
complete details and interpretation.
• TCPA first passed 1991
• FCC is empowered to issue rules and regulations.
• Allows individuals to file lawsuits and collect damages for receiving
unsolicited calls, faxes, or autodialed calls (texts).
• Effective October 16, 2013.


TCPA

What’s Changed?

• Beginning October 16, 2013, the “established business relationship”
exemption is eliminated.
• “Prior express written consent” for all auto-dialed text sent to
mobile phones. (Electronic or digital forms of signature are
acceptable.)
• Consumer consent must by “unambiguous.” Consumer must receive
“clear and conspicuous disclosure” that he will receive future texts.
• Consent is not a condition of purchase.
•
•
•
•

Advertiser bears burden of proof that all was disclosed properly.
Keep consent for 4 years.
Fines of $500 - $1500 per unsolicited message.
Re-Opt Ins required. (Declaratory Ruling pending)


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

Too many
Abbreviations.
Use
Abbreviations
Sparingly.

Over 160
Characters


Embedded Links

For Touch Tone Action

Offers customers
more
information


Promotion

Text Message Promotion Responded To


EXCLUSIVE

Text Message Marketing Study

TEXT MESSAGE MARKETING STUDY


EXCLUSIVE

Text Message Marketing Study

•
•
•
•
•

May – July
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


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

45
40
35
30
25
20
15
10
5
0

% Applications
% Messages

Application
Consumer Information
Reminders/Alerts
Mobile Coupons
Opt-Ins
Voting
Sweepstakes
Other

% Applications % Messages
42
24
18
4
3
2
6

20
17
14
2
3
38
6


Top Ten Text Message Tips

http://www.84444.com/text-messagemarketing-tips

1. Encourage recipients to FWD to Friend.


2. Capitalize the most important words – REDEEM TODAY ONLY


3. Identify your company!


1.
2.
3.
4.

Encourage recipients to FWD to Friend.
Capitalize the most important words – REDEEM TODAY ONLY
Identify your company!
Allow customers to enter your sweepstakes again if they LIKE you on Facebook.


1.
2.
3.
4.
5.

Send texts right after the game ends.


1.
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5.
6.

Text up your business cards for immediate opt-ins. -- Text BOB to 84444


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4.
5.
6.
7.

Text up your business cards. -- Text BOB to 84444
Use the shortest keyword possible & don’t use a two word keyword.


1.
2.
3.
4.
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6.
7.
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Use words that require immediate action – LIMITED QUANTITY or FIRST 10…


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Use words that require immediate action – LIMITED QUANTITY or FIRST 10…
Personalize your message with the name of the recipient.


3. Identify your company!
4. Allow customers to enter your sweepstakes again if they LIKE you on Facebook.
5. Send texts right after the game ends.
6. Text up your business cards. -- Text BOB to 84444
7. Use the shortest keyword possible & don’t use a two word keyword.
8. Use words that require immediate action – LIMITED QUANTITY or FIRST 10…
9. Personalize your message with the name of the recipient.
10. Send B to B texts at 3 minutes before the hour.


Top Ten Text Message Tips

See all of my
Text
Message
Tips here.


Mobile Marketing


Make a Donation


Responsive

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Texting Tuesday February 2014 | Mobile Marketing Knowledge College

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Texting Tuesday February 2014 | Mobile Marketing Knowledge College