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

Transcription

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

2 Table of contents Executive summary Executive summary SMS marketing opportunity Introducing APM the only KPI you need to know Methodology Results Acquisition best practices Brand your mobile database Activate multiple marketing channels Honorable mentions SMS acquisition plan Mobile Acquisition Calculator SMS activation checklist 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. 2

3 1 SMS marketing opportunity 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 . We have seen solid evidence that a mobile subscriber is three to eight times more valuable than an subscriber. 3

4 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? 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. 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? 4

5 2 Introducing APM the only KPI you need to know 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. 5

6 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 is not an impression, but an opened 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. 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) x APM 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. APM limits Max CPM Cost per acquisition x APM 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. 6

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. 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. Incentive Coupon or offer for financial discount is sent to subscribers after joining the database. Website Social There are two general tactics: append an ongoing program with a call to action within the ; or send a dedicated promoting the mobile database. Promotion of the mobile database using your website. Mobile sign ups via a dedicated microsite or dedicated space on a homepage. Promotion of the mobile database using Twitter, Facebook and other social channels. 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. Double Down Average Effort 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. The promotion to join the mobile list is persistent throughout the channel; placement is maximized using premium real estate; full support from channel stakeholders. The mobile promotion is limited within a channel; lower value real estate might be used; exposure is limited; less support from channel stakeholders. 7

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 APM Impact by channel 2.3 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. 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. 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 Social Website TV Average In-store 8

9 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 . 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. 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. Double Down APM impact by channel 1.4 When you double down 2.4 Channel average Website TV Social In-store 9

10 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 0.5 No incentive & no sweepstakes TCPA legislative changes Incentive Sweepstakes Sweepstakes & incentives 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

11 3 Acquisition best practices 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. 11

12 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 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. 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 s 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. Use multiple channels to grow your SMS database Activate multiple marketing channels Text Social 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. Mobile ads Apps/ push TV Direct mail Sponsorship Web In-store 12

13 is an effective way to build your mobile database. A dedicated 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 that you send. 13

14 Make it simple for people to opt-in by directing customers to a trigger page where customers enter in their phone number and get a text back with opt-in instructions. Join Style Insider Alerts and save $10 off your next $50 purchase.* * 5:10 PM 100% Inbox (10) *Mobile Number Submit Join Style Insider and save * Have no fear, you can always opt out (no hard feelings). Up to 3 messages per week. Text STOP to cancel. Text HELP for info. Message and data rates may apply. No purchase necessary. Messages will be delivered to the phone number provided at opt-in. Consent to particiate is not a condition of sale. 5:10 PM Privacy Policy Terms & Conditions 100% mp.style.com/c/d8zzdg $10 OFF your next $50 purchase SIGN UP Join Style Insider and save $10 OFF Become a Style Insider Exclusive offers, events, access and more delivered to your phone your next $50 purchase SIGN UP Member Benefits Join Style Insider Alerts and save $10 off your next $50 purchase.* Exclusive Early access to sales merchandise SHOP MORE our stylists Use the promo code DENIM online or save this offer to your phone and redeem in store. Find Store Special Events Submit Special Events Complimentary consultations with our stylists * *Mobile Number Now through July 6th 2014, style your life with Offers 20% off everything in our exclusive 2014 denim Complimentary collection. consultations with Early access to sales merchandise Exclusive Offers Member Benefits MSG and data rates may apply, text STOP to cancel at any time. Up to 3 messages per week Find Store Shop Now * Have no fear, you can always opt out (no hard feelings). Up to 3 messages per week. Text STOP to cancel. Text HELP for info. Message and data rates may apply. No purchase necessary. Messages will be delivered to the Shop Now 14 Dedicated focused on promoting the mobile database or CTA prominently featured in the top half of an , featured regularly to all lists.

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. 15

16 Website Remember to always promote your mobile database throughout your website and make it easy to find. Mens ǀ Womens ǀ Kids ǀ Accessories Enter keyword Search Join Style Insider and save $10 OFF Join Style Insider Alerts and save $10 off your next $50 purchase.* your next $50 purchase SIGN UP * *Mobile Number Submit * Have no fear, you can always opt out (no hard feelings). Up to 3 messages per week. Text STOP to cancel. Text HELP for info. Message and data rates may apply. No purchase necessary. Messages will be delivered to the phone number provided at opt-in. Consent to particiate is not a condition of sale. Privacy Policy Terms & Conditions Take an extra sale 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. 16 No purchase or payment of any kind is necessary to enter or win. A purchase will not improve your chances of winning. Void where prohibited. Sweepstakes begins 4/1/14 and ends 4/15/14.

17 Social media 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. 17

18 Twitter 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. Dedicated social content focused on building the mobile database and CTA promoted in company description. 18

19 Facebook 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. Dedicated update includes photo or video to showcase the value. 19

20 In-store 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. 20

21 Signage 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 in multiple locations, including register. 21

22 Point of sale 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. 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.

23 Trained staff 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. Associates are trained to ask for mobile numbers. 23

24 Time-sensitive in-store offer 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. Verizon Messages 11:11 AM % Contact 5:10 PM 5:10 PM 100% mp.style.com/c/d8zzdg 5:10 PM 100% VALID THROUGH: 100% VALID THROUGH: 4/1/14 4/1/14 Text Message Today 11:32 AM Welcome! Thanks for joining Style Insider mobile alerts. You'll receive up to 5 msgs per month on this phone. Text STOP to cancel. Msg&data rates may apply. 20% OFF your next purchase of $50 or more STYLE INSIDER: To receive 20% off your next purchase of $10 or more reply OFFER. OFFER STYLE INSIDER: Here's your offer: Text HELP for info. Msg&data rates may apply. 20% OFF your next purchase of $50 or more EXCLUSIVELY FOR: Sam Jones REDEEM: In store 20% OFF your next purchase of $50 or more EXCLUSIVELY FOR: Sam Jones REDEEM: In store Once you click below to get your offer, your coupon will be valid for 30 minutes. Please don t click until you are ready to purchase. GET OFFER AMERICAN EXPRESS AMERICAN EXPRESS AMERICAN EXPRESS AMERICAN EXPRESS Instant, time-sensitive offer promoted throughout the store and by staff to drive opt-ins. 24

25 TV 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. 25

26 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. 26 Mobile database CTA prominently featured in a TV ad narrator draws attention to CTA, exclusive CTA within a spot.

27 Honorable mentions 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. 27

28 Google Wallet 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. Style Loyalty Club Become a Style Insider to receive SMS text alerts from Style with exclusive offers, events and access. Text INSIDER to Text in to join, message & data rates may apply, text STOP to cancel. ABOUT STYLE LOYALTY CLUB 28

29 Apple s Passbook 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. 5:10 PM 5:10 PM 100% VALID THROUGH: updated yesterday 7/3-7/6/14 100% Done Automatic Updates Show On Lock Screen Show based on time or location. EXCLUSIVELY FOR: Sam Jones REDEEM: In store and online Sign Up to Become a Style Insider Receive SMS text alerts from Style with exclusive offers, events and access. Text INSIDER to You ll never miss a sale with Style alerts. Text in to join, message & data rates may apply, text STOP to cancel Location: 1050 W Hampden Ave Englewood, CO AMERICAN EXPRESS AMERICAN EXPRESS 29

30 ibeacons ibeacon technology introduces a new world of hyperlocation 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. 5:10 PM 100% VALID THROUGH: 7/3-7/6/14 Style Buy One Get one... slide to view EXCLUSIVELY FOR: Sam Jones REDEEM: In store and online AMERICAN EXPRESS AMERICAN EXPRESS 30

31 Apps 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. 5:10 PM 100% 5:10 PM 100% STYLE INSIDER Receive SMS text alerts from Style with exclusive offers, events and access. Mobile Number Receive s from Style with exclusive content. SHOP NOW Submit OFFERS STORES Up to 3 msgs/week. Text STOP to cancel. Msg & data rates may apply. Terms & Conditions Privacy Policy Become a Style Insider 31

32 Direct mail 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. Join Style Insider and find out how you can WIN A $5,000 Style wardrobe makeover Become a Style Insider Become a Style Insider Exclusive offers, events, access and more Join Style Insider alerts and 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 RECEIVE $10 OFF your next $50 purchase Scan this QR code or text INSIDER to to sign up for alerts MSG and data rates may apply, Text STOP to cancel at any time. Up to 3 messages per week. 32

33 Sponsorship 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. 5:10 PM 100% Mobile Concierge Style is a proud sponsor of New York Fashion Week Schedule of events Interactive Maps About the designers Important Information Sign up for Style Insider alerts After Party Guide 33

34 4 SMS acquisition plan 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. 34

35 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 lowhanging 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 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 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 35

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. Catapult TM 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 Join Style Insider Alerts and save $10 off your next $50 purchase.* * Recommended Prior Express Written Consent (PEWC) language: *Mobile Number 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 Submit * Have no fear, you can always opt out (no hard feelings). Up to 3 messages per week. Text STOP to cancel. Text HELP for info. Message and data rates may apply. No purchase necessary. Messages will be delivered to the phone number provided at opt-in. Consent to particiate is not a condition of sale. Privacy Policy Terms & Conditions Link to Privacy Policy & link to comprehensive Terms & Conditions Opt-out information, Msg & data rates & frequency 37

38 Introducing the Mobile Acquisition Calculator AC 0 +/- % 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 Level of effort Incentives Sweepstakes Avg N N DD Y Y Social POS Web TV 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. Website Mobile subscribers Before After Level of effort Incentives Sweepstakes Avg N N DD Y Y Audience size Frequency Total subscribers 0 100,000 2 Total subscribers 2,011 0 AC +/- % Social POS Web TV Level of effort Incentives Avg N DD Y Level of effort Incentives Avg N DD Y 1 Intro 2 Create your plan 3 Results Sweepstakes N Y Sweepstakes N Y Social In-store Welcome, 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. 75,000 8 Total subscribers 3,125 12,587 2 Total subscribers 985 Tell us about yourself Level of effort Incentives Sweepstakes Avg N N DD Y Y Level of effort Incentives Sweepstakes Avg N N DD Y Y First name* Last name* Sponsorship TV Company s name* * How many mobile subscribers do you have in your database today?* *Required fields. Let s start! Audience size Frequency Total subscribers 0 Audience size Frequency Total subscribers 0 This is exciting, let s check the results! 38

39 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! 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. 39

40 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 main sales hello@vibes.com