Retailer’s Guide to Driving Sales with Mogreet's SMS/MMS This Holiday Season

2. SMS/MMS Activates Consumers!
Every year the team at Mogreet sees a wide range of programs
designed to entice consumers to join a mobile program and then
take an action with varying success. This year, we wanted to share
our top tips and tricks for achieving successful ROI this holiday
season.
In this Holiday Guide to SMS/MMMarketing, you will learn:
Top goals of today’s retail marketers
How SMS/MMS drives customers through the purchase funnel
The customer journey for text marketing
New and creative ways to build a database, provide customer
value, gather data, and customize offerings to drive sales this
holiday season

3. Top Retailer SMS/MMS Holiday Goals
In-Store Online Traffic/Sales Mobile SiteTraffic
Traffic/Sales
Brand Engagement
Database Growth Social
Sharing/Buzz
Loyalty Club/CRM App Downloads Cross Promotions

4. SMS/MMS Drives Everything!
3 ways retailers use SMS/MMS to
drive customers through the funnel:
Brand Awareness
• Charlotte Russe features quick to
Brand Interactions/ expire coupons to drive in-store
Acquisition sales, brand interaction and loyalty
Driving Engagement • Jack In The Box sends out
& Sales compelling food photos to their
mobile database right before lunch to
drive in-store sales
Advocacy
• Steve Madden uses MMS coupons
to drive traffic to their mobile site,
Loyalty
increasing m-commerce sales and
boosting consumer loyalty

5. Customer Journey: Path to Purchase
Awareness
Unaware
• No/low initial brand/program awareness
Consideration
Initial
• Awareness enters through variety of channels
Awareness
Engagement
Understanding
• Value-based offer initiates consideration
Purchase
Usage
• Engagement experience and offering drives sales
Advocacy
• Social sharing tools empower brand advocates
Advocacy Loyalty
Loyalty
• Future engagements reinitiates consideration Back to
Consideration

6. Be Fast! Start Promoting NOW!
Time is of the essence, start
promoting now
To build a database in time for the holiday
season, now is the time to promote the
keyword and short code through your
earned, owned, borrowed and paid media
such as:
Your website, ecommerce site, and
contact page
Your existing email database
All forms of advertising (online, mobile,
print, on air, radio and more)
Across social media platforms – tweet
it or post to Facebook weekly to
remind people about the program

7. 7
Be Everywhere! Promote! Promote! Promote!
Promote the keyword and short
code with clear instructions
Include on product packaging! Send
product information, video demos, and
more.
Take advantage of POS (point of
sale) opportunities on-site or in-venue
at events
Don’t forget to include CTAs on paper
receipts, email signatures, and
marketing materials.
Most importantly, train in-store teams to
encourage registrations within your
store
Walmart & T-Mobile promoted this text-to-vote campaign in store and online

8. Be Easy! Increase Awareness & Sales
Make holiday shopping easy
with gift guides and wish lists.
Every customer struggles to find the perfect
gift. So make it easy and create your own
highly targeted lists to help customers
narrow down options.
Allow sharing gift guides and mobile
wish lists via text!
Drive sales with product images and
look books relevant to key customer
segment – Moms, dads, children, etc.
Allow customers to add or buy products
to wish list via inbound text
Add click-to-buy links within message
Also try gift guides segmented by price
ranges!

9. 9
Be Valuable! Drive Holiday Sales
Provide value to drive Get Free Shipping –
customers through the Join the Mobile Club!
purchase funnel Text FREESHIP to
51515
Remove holiday headaches, offer content
most valued by your consumers this
season
Promote online shopping with exclusive FREESHIP
free shipping codes
Tailor the promotion for best results – Here’s your
exclusive free
launch a few weeks prior to top shipping promo
shopping days code ‘MOSHIP’
good until Jan. 3!
Include links to drive immediate
redemption Start shopping at
www.online.com
Offer mobile message alerts for when
their packages ship too!

10. 10
Be Interactive! Deepen Loyalty and Sales
Increase loyalty & sales through
interaction
Campaigns that allow your customers to be a
part of your marketing program strengthens
customer loyalty, drives a deeper connection
with your customers, ultimately drives sales
and return on investment.
Branded Holiday Greeting Cards
Consider creating a series of branded
mobile holiday greeting cards that users
can text to friends and family.
Turn this tool into an e-commerce lead by
including a short term discount or coupon
for recipient use.

11. 11
Be Compelling! Engage Customers
Everyone loves a contest and
MMS makes it easy!
Consider implementing a campaign to
highlight products and services. User
generated content to text to win campaigns
are easy to set up and quickly builds a
database, engagement and sales.
Text-to-win campaigns
Trivia questions and polls
UGC (user generated content)
campaigns
Text in a photo wearing the latest
look using clothing from your brand
for a chance to win a new piece for
your wardrobe etc.

12. 12
Be Personal! Increase Engagement and Traffic
Use data to create customized
programs
Encourage fans to text in their zip codes to
find the nearest store. This will provide
them valuable information and give you data
Drive Traffic to Multiple Locations with
Holiday Event Alerts!
Send customized invite your shoppers
to join you for a special event at each
store location, with a quick to expire
coupon or limited quantities of
discounted items.
Drive engagement by using videos to
feature a snapshot of the seasons’
hottest new products along with a text
message with a unique coupon code per
customer.

13. 13
Be Personalize! Customize to Drive Sales
Encourage fans to text in their zip
codes to find your nearest store.
This provides customers immediate valuable
information and you the data needed for future
geo-location based message targeting.
Additional ideas include:
Use rolling time zone distributions to drive
engagement around key times of the day
Customize content based on local market
happenings (weather, news, etc.)
Use top handset reports to target app
promotions based on OS
Take advantage of DMA and area code
segmentation opportunities to drive action in
key markets

14. 14
Be Social! Empower fans with social sharing
Increase your brand’s viral
buzz
One of the best ways to increase visibility
of your program and additional subscribers
is to empower your recipients to share
your messages and offers across their
social platforms.
Add direct sharing links to social
networks like Facebook and Twitter
within your MMS message.
It’s an easy and smart way to create
even more awareness and viral
impressions using word of mouth via
social networks.

15. 15
You’re ready to get started!
With all of the Holiday specific tips and tricks offered in this guide,
you’re going to be off to a great start when structuring the upcoming
Holiday retail marketing plan. All pieces of the marketing mix should
complement and support each other. Mobile marketing can be the one
piece that gives you a true advantage over your competition.
If you would like to find out more about how SMS/MMS message
marketing fits into your marketing mix, contact the mobile marketing
experts at Mogreet at info@mogreet.com