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Webinar 4.27.11 (revised)
1.
Engaging Youth Through
Mobile: The Next Direction for SMS Marketing to Students April 27, 2011
2.
Agenda
• Introduction to Webinar + Research - by Andrew Belth • Why Mobile to the Youth Market? - by Jeffrey Sass • Mobile Planning, Strategies and Case Studies - by Andrew Marino • Questions and Answers 2 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
3.
Over three-fourths of
college students own a laptop, cell phone, TV, headphones, MP3 player or digital camera. Which of these items do you currently have? Source: 2010 College Explorer 3 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
4.
Cell phones Connect
College Students 9-in-10 college students have a cell phone Top cell phone activities include: 99% Talk to family 97% Talk to friends 96% Texting friends 93% Texting family 91% Taken photos 80% Sent photos 65% Used calendar 63% Played games 63% Recorded videos 61% Accessed the internet 57% Sent or read e-mail 56% Updated “status” 55% Updated social networking site 54% Texted while driving 51% Listened to MP3s 43% Downloaded ringtones Source: 2011 TRU Study 4 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
5.
Agenda
• Introduction to Webinar + Research - by Andrew Belth • Why Mobile to the Youth Market? - by Jeffrey Sass • Mobile Planning, Strategies and Case Studies - by Andrew Marino • Questions and Answers 5 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
6.
Why Mobile?
MY Phone… Not a computer… an accessory! Especially among younger demos • 45% of 18-24 year olds own a smartphone (Edison Research) • 50% of 25-34 year olds (Edison Research) 6 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
7.
Mobile: Center of
Our Universe Impactful • Less Clutter • In your face • Immediate, purpose driven Ubiquitous • Puts you in the pocket of your customers 7 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
8.
Mobile: Center of
Our Universe (continued) Interactive • Actions & calls to action • Rich media - animation, audio & video • Click to call • Social Integration • Capture data • Opt-in for more • Distribute content • Distribute offers/coupons 8 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
9.
Mobile: Center of
Our Universe (continued) Personal Location Aware Text “GEICO” to 69937 • Highly targetable • RELEVANT Integrates with other media • Print • Radio • TV • Out of home • Social 9 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
10.
Why Mobile to
the Youth Market? It is where they are, nearly 24/7, for: • Information: alerts, news feeds • Communication: texting • Entertainment: music, video, apps, games • Sharing: images, video, location check-ins • Social: over 40% of social network activity is from mobile - 80% of 18-24 year olds have social network profiles • Commerce: shopping, offers, pricing 10 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
11.
Agenda
• Introduction to Webinar + Research - by Andrew Belth • Why Mobile to the Youth Market? - by Jeffrey Sass • Mobile Planning, Strategies and Case Studies - by Andrew Marino • Questions and Answers 11 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
12.
SMS/Text Messaging Overview
Common Terms Keyword: A customized word that customers use to respond to a direct marketing initiative. Example: Text “Keyword” to 121212 to receive a special offer! MMS (Multimedia Message Service): Allows the user (marketer) to send files, pictures, videos, etc. (SMS, by contrast, does not permit this) Opt-In: Like email, an opt-in is a confirmation that a customer wants to receive a company’s SMS messages. Opt-ins are as simple as the user texting directly to the short code or signing up for SMS online. Opt-Out: Like an email unsubscribe link, it allows recipients to stop receiving SMS messages from a sender. An unsubscribe option is vital to such programs. Pull Campaign: A short code or keyword call-to- action, often used in conjunction with other marketing material. Push Campaign: Text messages that are sent out or “pushed” to recipients to generate response. 12 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
13.
History and Stats
on SMS Text messages are typically read within 15 minute of receipt and responded to within 60 minutes of it being opened. 31.9% of all mobile subscribers used a Web browser on a mobile device from March 2010 to May 2010, according to comScore. 30% downloaded a mobile app during that same time, as compared with 6.7% the year before. SMS was invented in 1985—over 25 years ago. It was aimed at a business audience. The first SMS “push” was on December 3, 1992. SMS developers were surprised at its popularity, especially with a young audience —because it was a medium their parents didn’t understand. 13 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
14.
SAMPLE: RECRUITMENT
Push Campaign objective Need cash for To increase recruitment for one of the college? We’ll pay US Military Forces. you up to $20G just for signing up. Go to[ link ] for the 411. Challenge (optout, reply: out) How do we incorporate SMS to increase response? Review the campaign and propose supplementing the email creative with a simple text message. target audience 802,000 individuals Age 17 – 24 48% female / 49% male / balance undeclared 14 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
15.
SAMPLE: RECRUITMENT
Push Campaign Approach •Target only those mobile users with matching email addresses. •Choose the right call-to-action. •Base it on past experience—e.g., what is the offer/incentive that provides greatest performance? Deployed the email at least three times, in conjunction with SMS deployment for best response. 15 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
16.
SAMPLE: ENROLLMENT DRIVE
Push Campaign objective To generate attendance at a university open house to drive enrollment. Challenge Target the audience using a post card and an as yet undetermined additional marketing channel. Review the campaign to proposed supplementing with SMS “push” message, QR code and follow-up email with the post card. Also University of Namehere: Open house May 20. It’s happening with you! consider a pull SMS message, with Register: http://tinyurl.com/3kkpjz9 customized keyword and shared short (optout, reply: out) code to reduce costs. 16 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
17.
SAMPLE: ENROLLMENT DRIVE
Push Campaign challenge (continued) •If cost an issue, consider eliminating email for testing purposes, leaving a post card and QR code with matching SMS push. •The SMS pull can be included as an add-on to increase call-to-action options and increase response •Include email in future campaign / roll-out after testing bears out. 17 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
18.
STRATEGY AND PLANNING
tips and considerations for sms 160 characters is limiting, but use abbreviations only when necessary. If using abbreviations, use forms that will be familiar to your audience. Like humor, informality can go awry. Avoid informal language, slang or snarky comments. Be on the look out for double entendres. Begin with your company name for brand awareness. It also differentiates you from spam. Email doesn’t like words such as “Free” in subject lines, but that’s a great word for SMS. So are Coupon, Contest, Sweepstakes, Sale, Special Offer, etc. Put your offer upfront. 160 characters is not a lot of room to be playful. If using a link, consider using a tiny URL to save space. 18 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
19.
STRATEGY AND PLANNING
tips and considerations for sms (continued) Include opt-out language. Consider SMS push as a supplemental channel rather than a stand-alone, as multiple touch points increase response Remember, with smartphones like BlackBerry and iPhone, email is a mobile channel and your audience might be better-suited to respond via email rather than SMS. Consider alternate channels in your mix: TV, radio, print ad, print mail, email, and social media. All of these vehicles can support an SMS short code as a “pull” response mechanism, which is not only inexpensive but expected by today’s markets. Consider optimizing your landing page for mobile visits before your SMS “push”, so if users click on a link, it renders properly on their mobile device. 19 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
20.
STRATEGY AND PLANNING
tips and considerations for sms (continued) Determine your goals prior to your marketing initiative to determine which channels are the best fit. Determine how you define success for your campaign: Is it a spike in web traffic? Is it conversion? Is it a simple awareness program that doesn’t require any action on the recipient’s part? Remember to test creative copy, response codes, landing pages, etc. to fully understand your campaigns’ results. 20 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
21.
Agenda
• Introduction to Webinar + Research - by Andrew Belth • Mobile Planning, Strategies and Case Studies - by Andrew Marino • Why Mobile to the Youth Market? - by Jeffrey Sass • Questions and Answers 21 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
22.
Questions & Answers
Andrew Belth Senior Vice President of Direct Marketing, Alloy Media + Marketing 212.329.8484 abelth@alloymarketing.com Andrew Marino Senior Account Executive, BannerDirect 914.478.8822 amarino@bannerdirect.com Jeffrey Sass Vice President of Business Development, Myxer 954.360.0360 jeffery.sass@myxer.com 22 © Alloy Media + Marketing, Confidential and Proprietary. All Rights Reserved.
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