Text Message Marketing

Jason Cohen
MobileScoops
3 guarantees in life
Why Text Message Marketing?
 Text Message Usage By Age
80%

70%

60%

50%

40% 76%

30% 58%
43%
20% 33%
22% 19%
10%

0%
18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 plus

Active Text Users in the US (source psmsus.com)

• Direct mail averages 0.2 - 3% redemptions
• Email – 20% open rate AT MAX. Have to print
out to redeem email coupons (except with a
smartphone)
– GroupOn - sends you what they want you to see,
not what you want to receive.
• Smartphone apps – only 20% of the current
US market
96% of the 270 million cell phones in
the U.S. can send/receive SMS
messages
(Pew Foundation Study, 2008)
90% of text messages are read within
three minutes of delivery, and the
recipient eventually reads more than
99% of all text messages.
(SinglePoint June 2010)
50% of Americans said they would
welcome ‘text message marketing’.
(mobileSQUARED 2010)
 Pull, not Push
• Build subscription list by adding content to
current marketing mix
• Special offers, alerts, polls, trivia contests,
reminders, sweepstakes, etc.
 Apps vs. Text Message Marketing
• 270 million cell phones in the U.S.
• Smartphone U.S. market share is only 17% (Forrester
2010)
• 97% of U.S. cell phones can send/receive text messages
• 17% vs. 97% - hmmmmm………
Apps vs. Text Message Marketing

“Those who believe that apps are the optimal

way to advertise on mobile should consider
the limited reach of the medium. In contrast,
text messaging is applicable to all…”
Gowri Shankar, CEO, SinglePoint
 Text Message Marketing…
…will represent 8% of total mobile marketing
messaging activity in 2010, but will be the
dominant model in the marketplace by 2015,
commanding 72% of revenues for total mobile
marketing messaging.
2010 Mobile Marketing Forum
Marketing Gold
What if you could…
• Instantly communicate with customers?
• Control when you communicate with your
consumers?
• Easily calculate your return on investment (ROI)?
• Practice sustainable, no waste, GREEN
marketing?
Well… you can!
You Now Have The Opportunity…
 Text Message Marketing Comparison

• Crowded Media Space?

–Intimate personal connection via Text
–Strong call-to-action

• ‘Impressions’?
–Trackable and immediate results

• ROI Calculation
–Conversion rates can be higher than 20%

• Lead Time
–Send your deals instantly
 With Text Marketing, You Can…
Drive revenue when slow

Attract new consumers looking for savings

Encourage repeat business

Cheaper and more effective than traditional media

ZERO lead time- send a message instantly

Measure results right away

 Slow at 3pm on a Tuesday?
• Send a text message:
– “Open House with Price Reduced Today!”
– “Wine tasting today 4-7pm. New California Merlots!”
– “For the next 2 hours, 2-for-1 drinks!”
– “Today Only! $3.00 off a Haircut!”
– “6 to 8 pm- free appetizer with any entree!”
– “Free Wiper Blades With Oil Change Today”
 How Does It Work?

Text “amabaltimore” to 34681 right now!

 How Does It Work?
1. Find a provider
1. Fixed package cost vs. pay per message?
2. Local account management vs. national service?
3. Memorable short code?
 How Does It Work?
2. Marketing and Promotion
a. Print ads and collateral
b. Signs
c. Banners
d. Web
e. Social Media
f. Business Cards
g. Table Tents
h. T-shirts
i. Email Signatures, etc.
 How Does It Work?
3. Collect phone numbers
4. Once you hit about 25 numbers, send out
your first message.
a. Give them a GREAT deal!
5. Customers will help spread the word.
6. Watch # of messages sent – don’t inundate!
 Don’t Be Afraid to Grow
• If your list is growing, you are doing
something right!
• Have your campaigns thought out in advance
• Always deliver value!
 Incredible ROI
• Again, 97% of your messages will get
read… within 3 minutes
• 10-20% average redemption rate
• ROI is based on package pricing and #
of messages sent
 Recap
• Text message redemption rates average 10-20%
• You can control when you communicate with your
consumers
• No waste, GREEN marketing
• Easy integration with current marketing mix
• Lists build organically
• Trackable metrics
• Incredible ROI
 Jason Cohen

jason@mobilescoops.com

Text ‘jason’ to 34681

www.mobilescoops.com