Vibes+sms+marketing+handbook

The definitive guide to growing your mobile
database in a post-TCPA world
SMS Marketing
Handbook

2
©Vibes2014.AllRightsReserved.
Executive summary
In the latter half of 2013, the team at Vibes laid out a challenge in
response to the realities that today’s businesses face around limited
resources, time and money: What’s the best way to build a mobile
database?
We realized we needed data, so we set out to collect and analyze it.
Our team spent months researching past programs and campaigns.
We analyzed programs that worked well and those that did not work
as well as expected. We found certain multipliers, such as running a
sweepstakes, which greatly increased acquisition. We then compared
that to other incentives, such as offers and promotions, to see which
tactics worked better.
Once the data was mined, we came up with the APM metric, or
Acquisitions per Thousand Impressions. Simply put, APM can help
streamline expectations and benchmark how your programs should
be performing. It can even help you determine how much you should
spend on an acquisition program.
In this handbook, we will discuss the mobile strategies that are paying
off and why they are successful with consumers. We will also introduce
our new Mobile Acquisition Calculator that will demonstrate the most
effective ways to accelerate growth of your mobile database. In addition,
you will learn:
• Strategies and tactics for building your mobile database in a post-
Telephone Consumer Protection Act (TCPA) world;
• Benchmark data featuring new SMS acquisition metrics;
• Best practices – based on real results – for designing and executing
your SMS acquisition campaigns;
• How different marketing channels compare when building a mobile
database; and
• How to leverage Google Wallet, Apple’s Passbook and iBeacons to
grow your mobile database.
Table of contents
Executive summary...................................................................... 02
SMS marketing opportunity ......................................................... 03
Introducing APM – the only KPI you need to know...................... 05
Methodology............................................................................ 07
Results..................................................................................... 08
Acquisition best practices............................................................ 11
Brand your mobile database................................................... 12
Activate multiple marketing channels...................................... 12
Honorable mentions................................................................ 27
SMS acquisition plan.................................................................... 34
Mobile Acquisition Calculator....................................................... 38
SMS activation checklist............................................................... 39

3
It’s no secret that consumers are going mobile.
During the last five years, mobile has quickly
evolved into the channel of choice for many
consumers. Direct mobile messaging — usually
through SMS — has consistently confirmed
that mobile marketing is effectively driving
business results. When it comes to your most
valuable customers, mobile is proving to be
more effective than direct mail and even email.
We have seen solid evidence that a mobile
subscriber is three to eight times more valuable
than an email subscriber.
SMS marketing opportunity
1

4
Driven by data, not speculation
To answer this question, we decided to do something that has never
been done before. We took real data from more than 30 mobile
programs with the ultimate goal of building a mobile database. We
crunched the numbers to examine what worked and what did not. We
analyzed channels and any other factors that may have had an impact
on accelerating mobile database growth. And now we’re sharing our
learnings in this handbook. Use our definitive guide to SMS database
growth to be to help you achieve your goals.
The data behind
building a mobile
database
Many of our clients know they want to build or accelerate the growth of
their mobile database, but they either do not know where to start or how
to prioritize their time and money. We often get the following questions:
What is the best way to build my
mobile database?
How much should I spend to acquire
customers?
What is the best channel to acquire
mobile subscribers?
What can I do to maximize my effort to
acquire subscribers?
Is it worth it to offer subscribers an
incentive if they join my database?
The most common question: What’s
the single best way to acquire mobile
subscribers?

5
We developed a new metric called APM, or
Acquisitions per Thousand Impressions to help
marketers measure the success of their mobile
marketing activation efforts. Simply put, APM
is the number of people who will opt-in to your
mobile database for every 1,000 marketing
impressions you deliver.
Introducing APM – the only
KPI you need to know
2

6
Use APM to determine how much you need to spend on
acquisition campaigns
APM coupled with CPM can be used to determine how much you need
to spend to acquire the number of desired subscribers. For example,
let’s say you want to add 125,000 new subscribers. If your APM is five,
and you can buy impressions at a $2 CPM, you will need to spend
approximately $50,000 to reach your goal of 125,000 subscribers.
Desired new subscribers (total spend ÷ CPM) xAPM
Additionally, if you know the lifetime value of a mobile subscriber, you
can use that to limit channels to CPMs that let you profitably add new
subscribers.
Max CPM Cost per acquisition xAPM
APM limits
APM is only relevant with acquisition; it does not cover how many people
opt-out of your database. It is entirely possible to have a high APM with
a low retention rate, which may hurt the overall health of your database.
As with any investment you make in marketing, an overall mobile
engagement strategy must be developed to retain the subscribers you
just acquired in order to achieve your growth targets.
Exact APMs can be affected by a number of variables that will make
each campaign unique and different. And results will vary by program
and by brand. The benchmarks we share here should act as a guide
to demonstrate how your programs are performing against similar
programs and influence your approach to mobile this year.
Your APM differs based on the channel and if you use a multiplier such
as a sweepstakes or coupon. It may also differ based on the segment of
customer you are trying to target, and even the purchase frequency for
your brand.
Consider this example: If you run a banner ad campaign that generates
4 million impressions and your APM is five, you should get about 20,000
people to opt-in to your mobile database. For the purpose of this report,
we define an impression as something that is created when someone
sees or has a reasonable likelihood of seeing your call to action. An
unopened email is not an impression, but an opened email with a call to
action that happens to land below the fold (and thus likely not seen) is
an impression.
APM can help you understand how much you should spend to grow
your mobile database. If you know the value of a mobile subscriber, you
can easily find channels that profitably build your mobile database and
stop using those that do not.
In addition, APM will tell you how many new mobile subscribers you
can expect for a particular channel or tactic. For example, if you pay
$5 per thousand (Cost Per Thousand - CPM) for an online campaign to
build your mobile database and your APM is 4, you pay $1.25 for every
mobile sign up.
Cost per acquisition CPM ÷APM
This strategic formula not only shows you how your channels are
performing, but calculates how much you need to spend to attract
the number of desired subscribers. Use it to understand where you
should be spending marketing dollars and at what CPM an acquisition
campaign becomes unprofitable.

7
The methodology
Channels
The goal of our mobile database challenge was to better understand
what marketing channels are the most effective at getting consumers to
notice your mobile database call to action (CTA) and opt-in to receive
ongoing communication from your brand.
Email
There are two general
tactics: append an
ongoing email program
with a call to action within
the email; or send a
dedicated email promoting
the mobile database.
Website
Promotion of the mobile
database using your
website. Mobile sign ups
via a dedicated microsite
or dedicated space on a
homepage.
Social
Promotion of the mobile
database using Twitter,
Facebook and other social
channels.
In-store
Signage that informs
shoppers of the mobile
club, printed collateral
or in-store digital display,
call to action on a receipt,
keypad at the point of
sale, or associates signing
up customers.
TV
Text call to action in a TV
advertisement.
Multipliers
We also tested the effect of using sweepstakes and incentives such as
coupons to increase acquisitions.
Sweepstakes
Subscribers are entered into a
contest as a thank you for joining
the database. Please note this
is no longer possible due to
Telephone Consumer Protection
Act (TCPA) legislation.
Double Down
The promotion to
join the mobile list is
persistent throughout the channel;
placement is maximized using
premium real estate; full support
from channel stakeholders.
Incentive
Coupon or offer for financial
discount is sent to subscribers
after joining the database.
Average Effort
The mobile promotion is limited
within a channel; lower value real
estate might be used; exposure is
limited; less support from channel
stakeholders.
Level of Effort
There are many ways marketers can deploy a mobile acquisition
program, and we realize that not every program has the same budget
and resources. For the purpose of this handbook, we present two tracks:
Double Down and Average Effort.

8
The results
After weeks of analysis, we finally had an idea of the number of
subscribers you should expect to acquire for every 1,000 impressions
delivered. On average, across all channels, we found an average APM
of 1.3. In other words, for every 1,000 impressions you deliver you
should expect 1.3 people to join your mobile database.
We also found a wide performance difference between the highest
performing programs and the lower performing programs. Performance
will vary by channel, level of effort put into the execution and if an
incentive and/or sweepstakes is used.
Impact by channel
In general, the disparity in channel performance are functions of two
factors: how qualified the audience is, and the opportunity for interaction
with people who are strong advocates of the brand. A customer in your
store has already overcome the barrier to do business with you and
may be more likely to want to extend the conversation.
Email and in-store programs skew higher in APM than mass marketing
channels like social, Web and TV. We were surprised by the low APM
of social media. We expected the self-selection of social to couple well
with its reach, but when the APM was identified, social ranked lowest
of all channels. There are several factors that we think can make this
channel more effective that we talk about later in this handbook.
Email distinguishes itself as a channel with a higher APM because
recipients have already raised their hands to learn more about your
brand. It’s easy to see that they are likely open to learning about
additional communication channels.
Not surprising, Web and TV represent high-reach opportunities to grow
your list. The challenge here is that the audience is not always targeted
or qualified – you might be reaching significant numbers of prospects
who likely need more time and exposure before agreeing to give
personal information such as a mobile number.
0.7 0.7 1.0 1.6 2.31.3
Social
0.7 0.7
1.0
1.3
1.6
2.3
Website TV Average Email In-store
APM Impact by channel

9
According to the data, in-store promotion is a viable opportunity and
one that is not used enough — especially for retailers. While it may
seem obvious, highly-engaged shoppers who are currently interested
in your brand are already predispositioned to engage with your brand
through multiple channels, especially mobile.
Impact of
doubling down
We also wanted to take a closer look at the effectiveness of doubling
down on a particular channel or strategy. With limited resources, we
understand it’s impossible to increase your effort across the board.
Every channel can be maximized and improved upon, but it turns out
some channels lend themselves to doubling down more than others.
Look for areas where the lift from doubling down can maximize the
channel’s reach across customers and prospects.
If you can only double down on one channel, that channel should be
email. The average APM increases by 542% from 1.6 APM all the way
up to 10.5 APM by increasing the level of effort.
Web experiences are often high reach and very targetable. They
represent a tremendous opportunity to drive significant and efficient
subscriber growth. By using your Web assets to their fullest –
prominently displaying a call to action (CTA), providing clear value
proposition – you can significantly improve the take rate for that
channel. An inconsistent presence on the Web – for example, a buried
mobile sign up five clicks deep, can have a significant impact on the
effectiveness of the channel.
Other high reach channels, like in-store, can also have a big impact on
your mobile acquisition strategy from doubling down. High traffic retailers
that double down on in-store activities can recruit one extra subscriber
for every 1,000 visitors. This could mean hundreds of thousands of
incremental subscribers each year. The same applies for TV, considering
the high reach the channel provides. As you can see, incremental
improvements could lead to doubling and tripling of your list.
Double Down APM impact by channel
Social
1.4
2.4
2.9 3.2
10.5
Website TV EmailIn-store
Channel
average
When you
double down

10
With the recent Telephone Consumer Protection Act
(TCPA) legislative changes, you are no longer allowed to
automatically opt someone into your database who enters
a sweepstakes. However, there are still some creative
ways to promote a sweepstakes and your database that
get customers to respond within the new guidelines. For
example, you can promote your mobile database and use
language such as “Join now and find out how you can win
a trip to Florida.” Then on the trigger page you can have
separate boxes for customers to choose – one for the
mobile database and one for the sweepstakes.
Impact of incentives
and sweepstakes
As we analyzed channels, two specific tactics consistently
demonstrated a higher than expected return on effort. When subscribers
were offered an incentive, they were much more likely to opt-in to a
mobile club. Additionally, using a sweepstakes and/or incentive was
also almost identically effective.
Whether you are doubling down on a channel or launching a more
modest effort to test and learn, there is great value in providing
customers with a thank you for joining. Incentives and sweepstakes with
a high-perceived value have proven to be the most effective ways to
grow your mobile database. Even small incentives can persuade people
to opt-in. If you do not include special sale promotions and deals as part
of your mobile marketing strategy, it is definitely something that should
be considered to grow your mobile database. It is important to note that
even if a retailer doesn’t use coupons and offers, sending out exclusive
content can have a significant impact on conversion.
Determine what your consumers perceive as high value, keeping in
mind that it doesn’t necessarily have to be a high dollar value. One of
our clients added over 25,000 people to their database just by offering a
chance to win a $100 gift card.
The benefit of using a thank you incentive or sweepstakes as part of
your acquisition program are significant – 6x more subscribers using
one tactic and 8x when both are used. In an ideal world marketers are
able to use either or both tools, however, your business environment
may mean that one or the other will be easier to execute. Your in-store
POS may not handle coupons well; you may need to get too many
stakeholders on board with a discount to be timely; or promotions
aren’t part of your business model. Sweepstakes can mean getting
legal involved which could delay launch or your organization may even
prohibit sweepstakes altogether.
APM impact of incentivizing subscriptions
TCPA legislative changes
No incentive
no sweepstakes
Incentive Sweepstakes Sweepstakes
incentives
0.5
3.1 3.1
4.1

11
In this section, we take a look at the key
marketing channels you can leverage to
accelerate the growth of your mobile database.
Best practices for each channel are based off of
real world examples.
Acquisition best practices
3

12
• Instant offer
As we stated earlier, customers respond to incentives. Provide your
customers with an offer they can use immediately.
• Multiple reminders
Include your CTA in a variety of emails or locations on your website –
make it really easy for someone to join your list.
• Cross-promote
Promote your mobile database program with a sweepstakes or even
another sale or event.
Brand your mobile database
You have decided to invest in building your mobile database – why
not brand it? Giving your mobile alert list a brand identity – name and
logo – builds credibility with your customers and makes them feel like
they are part of something special and exclusive. Showcase the value
of membership, for example mobile-only offers, content, access, etc.,
every time you promote your mobile program so that customers take
notice and action.
Once a consumer opts into your mobile database, you need to deliver
on your brand promise. Text message marketing is a lot like starting a
relationship – you have to nurture it from the beginning. One way to do
this is to create a “welcome stream” similar to the way email marketing
has worked for years. The first promotional message should be sent
immediately and contain a fantastic first offer. This should be followed
by a few messages during the next few weeks that sets the tone for the
mobile relationship you will have with the consumer. After the welcome
period, they are then moved into the main alert database. Reinforcement
and trust is important from the beginning (the courtship period); when
customers see the value early, they are much less likely to opt out.
Activate multiple marketing channels
Our data has shown that doubling down in certain channels can yield
a stronger APM than others, so it’s important that the channels you
select reflect a portfolio of channels. Before you begin your mobile
database acquisition program, consider the opportunities where you
can double down and which opportunities are better reserved with a
smaller investment. You’ll want to consider a variety of online and offline
channels to ensure you are capturing all of your customers.
Here are a few tips to help you craft creative CTAs that will make your
consumers take notice.
• Visual appeal
Use bold colors and graphics to draw attention to your CTA.
• Concise language
Have a clear CTA, so that consumers can easily take action.
Text
Mobile
ads
Apps/
push
Email
Web
TV
Direct mail
Social
In-store
Sponsorship
Use multiple channels to
grow your SMS database

13
Email is an effective way to build your mobile database.
A dedicated email with a promotion or special offer is the
best approach, however, many retailers may not be able
to dedicate that much real estate to build their mobile
database. If this is the case, we recommend placing a
mobile call to action in the header and footer of every
promotional email that you send.
Email

14
Dedicated email focused on promoting the mobile
database or CTA prominently featured in the top half of
an email, featured regularly to all email lists.
Email
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opt-in instructions.

15
Website
A website featuring a banner or hero image with information
on how to join your database is a great way to showcase
your mobile program. If you cannot devote a banner or hero
call to action, it is also effective to have a static or rotating
call to action at the top of your website. You could also
place a call to action below the hero image. Some retailers
include a pop-up window that appears when visitors go to
the home page.

16
Main hero image of the home page and sub-pages
within the site, include the mobile database CTA, CRM
sign up with mobile option, also include at check out.
Website
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Remember to always promote your mobile database
throughout your website and make it easy to find.

17
When social media is closely tied into your database
acquisition strategy, you can expect strong results.
Consumers who follow you on social media are some
of the most loyal customers. Leverage your Twitter and
Facebook audiences to accelerate the growth of your
mobile database. These channels encourage customers
to share content, giving your call to action a bigger reach.
Test each channel by using alternate keywords to track
social media effectiveness. Keep in mind that your content
is in a feed of news – so time and frequency are important
considerations for leveraging this channel.
Social
media

18
Dedicated social content focused on building the
mobile database and CTA promoted in company
description.
Create dedicated tweets to promote growth.
Additionally, when you tweet about new products,
events, etc., make sure the page you are linking
to includes a link to an opt-in page. You can also
include a call to action on the header image of your
brand’s page.
Twitter

19
Dedicated update includes photo or video to
showcase the value.
Facebook allows you to place an opt-in form
on your Facebook page through a marketing
automation platform. You can also include links to
mobile sign up pages and a call to action on the
cover photo.
Facebook

20
There are multiple ways to promote your mobile database
in-store. In this section, we will showcase how you can
double down on signage, point of sale, trained staff and
time sensitive offers.
In-store

21
Signage in multiple locations, including register.
Promote your mobile marketing programs in-store
with eye-catching signage. Include the short code,
keyword and QR code so that your customers can
instantly join your mobile database via their preferred
method. To increase opt-ins, add an instant offer
or incentive so that customers can reap the reward
while they are in-store. Include membership benefits
in your signage to let customers know what they can
expect.
Shoppers should see your messaging throughout
the store on window stickers, displays, banners, in
dressing rooms and at the checkout counter. If your
store has a kiosk, include tablets where shoppers
can opt-in and receive an immediate offer.
Signage

22
Mobile CTA is presented to a large share of customers
at checkout. For example: CTA is on each receipt,
there are prompts on PIN pads.
Place a mobile database call to action with an
incentive at the bottom of your receipts. Have staff
identify and circle the call to action with a highlighter
so customers will easily see it on their receipts.
Many consumers are used to looking at the bottom
of receipts since this is often a place for surveys,
coupons, etc. You can also place small fliers in
shopping bags to promote your mobile database.
Another effective way to promote opt-ins at point of
sale is during the credit card check-out process.
Prompt customers to join after they swipe the card
reader – your list will grow everyday without ongoing
investment in promoting once implemented.
Point of sale

23
Associates are trained to ask for mobile numbers.
Your staff members are your biggest brand
evangelists. Train them to spread the word about the
benefits of opting in to your mobile database (what
if each of them wore a button with the call to action
on it?). At checkout, have staff tell customers about
the benefits of joining the mobile club and ask if they
would like to opt-in. Equip floor staff with tablets so
they can instantly sign up shoppers.
Trained staff

24
Instant, time-sensitive offer promoted throughout the
store and by staff to drive opt-ins.
In-store time-sensitive offers are a great way to get
customers to opt-in and act quickly. One retailer
offered 20 percent off their next purchase of $10 or
more. Once they clicked the “Get Offer” button, they
had 30 minutes to redeem the offer, driving a sense
of urgency to immediately complete a transaction.
Time-sensitive
in-store offer
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If TV advertising is part of your marketing strategy, why
not incorporate a text call to action? One brand had a
sponsorship opportunity that was integrated into a popular
reality show. One of the hosts provided the call to action to
join the brand’s mobile database. You can also drive opt-ins
by having a visible call to action during a commercial spot.
TV

26
Mobile database CTA prominently featured in a TV ad
– narrator draws attention to CTA, exclusive CTA within
a spot.
TV
If you activate a TV advertisement, make sure there
is an appropriate payoff. For instance, do not send
them a link to your website, instead, create a special
landing page with exclusive content.

27
There are other channels for you to consider using
to drive mobile acquisitions. They include mobile
wallets, apps and direct mail. These channels have not
demonstrated a strong ability to drive significant opt-ins.
While they are not necessarily “double down” channels
today, they are worth keeping an eye on.
Honorable
mentions

28
Promote your mobile database in the “Messages”
section of Google Wallet loyalty cards. Your loyalty
card members are already engaged with your brand,
so they would likely be interested in joining your
mobile database.
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Use mobile wallet activation to grow your mobile
database. The back of a Passbook Pass gives
brands the opportunity to communicate with their
consumers. Place a call to action on the back of
each Pass you send.
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iBeacon technology introduces a new world of hyper-
location targeting (not leveraging global positioning
system — GPS), which allows marketers to trigger
timely and relevant information to their consumers
based on their exact locations within a retail store.
Through iBeacons – which are currently Passbook
specific – retailers can send messages to shoppers
who have added a Passbook Pass to their phone
about the benefits of opting into their mobile program
or club while they are in-store.
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Promote your mobile program within your app.
Consumers who have downloaded your app are part
of your most loyal customer base and likely to opt-in
to your mobile database – if they have not already.
When a customer downloads your app, ask them if
they would like to opt-in, and then do not bury the
sign up form to make it difficult for them to find. You
can also use push notifications to make customers
aware of the mobile club. Because they are receiving
the messages on their phones, give them one click
access to joining your mobile program.
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32
MSG and data rates may apply, Text STOP to cancel at
any time. Up to 3 messages per week.
Join Style Insider alerts and
RECEIVE $10 OFF
your next $50 purchase
Exclusive offers, events, access and more
Scan this QR code or
text INSIDER to 84237
to sign up for alerts
You can also use direct mail to accelerate growth of
your mobile database. Include a text call to action
and a QR code that links to a trigger page on every
piece of direct mail you send to your customers.
Include calls to action on coupons for even more
visibility. Direct mail pieces with an associated
sweepstakes and/or incentive are more effective.
Direct mail
No purchase or payment of any kind is necessary to enter or win.
A purchase will not increase your chance of winning. Void where
prohibited. Sweepstakes begins 4/1/14 and ends 4/15/14
WIN A $5,000
Style wardrobe makeover
Join Style Insider and find out how you can

33
Corporate sponsorships are a great way to project
your message to large audiences. Promote your
mobile database on the jumbotron and with in-venue
signage. One brand we worked with even promoted
their mobile alerts through a mobile concierge. A
mobile concierge is a mobile microsite containing
information that is useful to event attendees. In
addition to a place to sign up for alerts, a mobile
concierge could feature a schedule of events,
directions/maps, parking and transportation, etc.
Sponsorship
100%5:10 PM
Style is a proud sponsor of New York Fashion Week
Schedule of events
Mobile Concierge
Interactive Maps
About the designers
Important Information
After Party Guide
Sign up for Style Insider alerts

34
Building your mobile database takes time,
planning and creativity. Whether you are starting
from scratch and want to know what works, or
you have lost a big portion of your database
because of the recent TCPA legislation, it is
important to understand what you are trying to
accomplish and to set goals.
SMS acquisition plan
4

35
opt-in? Once you have determined the tactics, it is equally important
to understand what success looks like and then set the program up to
measure its effectiveness.
Defining success
Once you have established your business goals, outlined the general
user experience, and settled on a program framework, you want to
define the key performance indicators (KPIs) that will validate the
investment.
APM (acquisitions per one thousand impressions) should be your
primary KPI for all acquisition programs. In addition to APM, you
will want to consider channel specific metrics that align to the user
experience. These might include:
• Click-through rate
• Unique reach or frequency
• Open rates for email
• Form completion rate
• Social shares
Test and optimize
Your acquisition program should not be static; it should grow and evolve
as you learn what works best for you and your customers. Using APM
and optimization metrics, you will also be able to test improvements
to your programs. Start broad and then refine your strategy once you
determine the approach that works best with your audience. Test early
and often so you can quickly determine which strategies are most
effective for your business.
What you should test:
• Calls to action that drive the highest opt-in rates
• Placement of calls to action
• Customer segments reached
• Rewards – incentives for joining and a tie-in with a sweepstakes
There are two distinct program goals that need to be clearly defined
from the beginning:
1 Business Objectives
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)?
These objectives can include: acquiring new customers; creating a new
channel to connect with your customer base; driving sales; increasing
engagement; building brand loyalty; engaging younger demographics;
increasing shopping frequency; driving foot traffic; and more.
2 User Experience
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?
You want to provide your customers with an experience they are not
going to get through any other channel. This could mean exclusive
offers, content, tips, product information, etc. The customer experience
is more important than ever because post-TCPA, the automatic opt-in
from a sweepstakes or instant offer is no longer an option for marketers.
Once you have decided what is driving you to grow your mobile
database, you want to decide the best strategies to jumpstart your
mobile database growth. Review the marketing channels that you are
using to reach your customers and determine if there are any low-
hanging fruit channels (e.g., online Web sign up form). Can you add a
call to action that will entice people to opt-in to your mobile database?
What sort of incentives can you provide as a reward? Do you have any
upcoming sweepstakes or incentives that would entice consumers to

36
Leverage technology to scale your SMS acquisition program
You are now ready to grow your mobile database and have identified the
channels and multipliers you want to use in your acquisition program. Now you
need a platform to guide you through the process of successfully designing,
executing and optimizing your mobile acquisition programs.
The platform you choose should be easy and intuitive to use, allow
you to look at distribution channels, provide real-time insight into program
metrics and allow you to adjust campaigns to achieve your desired results.
CatapultTM
Mobile Relationship Management Platform
Catapult is our cloud-based mobile relationship management platform that
enables brands to deliver multichannel mobile marketing campaigns. Use our
intuitive platform to create and manage SMS, mobile wallet (Google Wallet and
Apple’s Passbook), MMS, mobile Web, QR/bar codes and push campaigns.
36

37
Quick compliance
guide for on-going
alert messaging
Now that you are ready to start your acquisition program, it is important
to understand compliance and permission for on-going alert messaging.
Be clear
Clearly describe the type of content included in the alerts. As we have
stated throughout this guide, make it compelling and relevant to the
viewer.
Requirements on all calls to action:
• Program sponsor, name and campaign description
• Message and data rates may apply (or Msg data rates may apply)
• Text STOP to cancel (STOP must appear in bold)
• Message frequency
• Link to comprehensive terms and conditions
• Privacy policy or link to privacy policy
Recommended Prior Express Written Consent (PEWC)
language:
• Automated messages will be delivered to the phone number
provided at opt-in
• Consent to participate is not a condition of sale
For more information on Prior Express Written Consent, visit FCC.gov.
Program
sponsor
campaign
description
Opt-out
information,
Msg data
rates
frequencyLink to Privacy Policy link
to comprehensive Terms
Conditions
Submit
*Email
*Mobile Number

38
Introducing the Mobile
Acquisition Calculator
You have learned the methods to accelerate growth, now see how
they will work for your organization. The Mobile Acquisition Calculator
will show you how to use key marketing channels to grow your mobile
database of SMS subscribers. Simply choose the channels you plan to
use, make your selections and see the results.
The Mobile Acquisition Calculator can be found at
www.vibes.com/calculator.
0
AC
Social POS Web TV
+/- % ÷
12,587
2
75,000
8
Audience size
Frequency
Audience size
Frequency
Level of effort
Incentives
Sweepstakes
Total subscribers
Avg DD
N Y
N Y
Audience size
Frequency
Level of effort
Incentives
Sweepstakes
Avg DD
N Y
N Y
Level of effort
Incentives
Sweepstakes
Avg DD
N Y
N Y
Level of effort
Incentives
Sweepstakes
Avg DD
N Y
N Y
Level of effort
Incentives
Sweepstakes
Avg DD
N Y
N Y
Level of effort
Incentives
Sweepstakes
Avg DD
N Y
N Y
100,000
2
Social In-store
TV
Mobile subscribers
Before After
220 7012
0
Total subscribers
2,011
Total subscribers
0
Total subscribers
0
Website
Sponsorship
Total subscribers
3,125
Total subscribers
985
1 Intro 2 Create your plan 3 Results
Use this tool to see the impact your efforts can have on
accelerating the growth of your mobile database.
Choose the channels you plan to use, make your
selections and see the result – the number of valuable
subscribers you could be adding to your mobile
database. When selecting “level of effort,” choose DD
if you plan to double down your mobile efforts or Avg if
you plan to continue along a less aggressive path.
This is exciting,
let’s check the
results!
0
AC
Social POS Web TV
+/- % ÷
Welcome,
1 Intro 2 Create your plan 3 Results
Mobile has quickly become the channel of choice for many consumers.
This Mobile Acquisition Calculator from Vibes will show you how to use key
marketing channels to grow your mobile database of SMS subscribers.
Just make your selections to receive a report showing you how you can
double your mobile database.
Tell us about yourself
First name* Last name*
Company’s name*
Email*
How many mobile subscribers do you have
in your database today?*
*Required ﬁelds.
Let’s start!

39
Throughout this handbook, we have shown you
how to successfully build your mobile database.
Here is an activation checklist to help you
accelerate growth.
If you are looking for a mobile messaging
partner to help you build or re-build your mobile
database and a platform to help you manage
and launch your mobile messaging programs,
you can contact us at hello@vibes.com. A
member of the team will connect with you
shortly.
SMS marketing
activation check list
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!

About Vibes
Founded in 1998, Vibes is a mobile marketing
technology leader that helps some of the
world’s biggest brands acquire, engage and
deepen relationships throughout the customer
life cycle. Vibes’ Catapult Mobile Relationship
Management (MRM) platform enables marketers
to drive revenue growth and loyalty through
mobile messaging, mobile wallet marketing
leveraging Google Wallet and Apple’s Passbook,
post-click engagement, and advanced
segmentation, targeting and personalization.
Vibes has delivered more than four billion mobile
experiences on behalf of customers that include
Sears, Home Depot, Verizon, Allstate, The
Gap, Tribune, Fox, Crispin Porter + Bogusky,
Gannett and the Chicago Bulls. The Common
Short Code Administration (CSCA) recognizes
Vibes as one of only seven Tier 1 aggregators
with secure, direct connections to all the major
carriers. To learn more about Vibes, visit www.
vibes.com or connect on Facebook.com/
VibesMedia or Twitter.com/Vibes.
www.vibes.com
312.753.6330 main
312.589.6960 sales
hello@vibes.com

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