Text & Mobile Marketing

Build YOUR moBile customer dataBase

drive sales By sending offers, promotions and

updates DIRECTLY to YOUR customers in seconds

customer response to create vip

cluBs, loyalty programmes or re-engage

with ‘lost’ customers

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Why Mobile?n 51% of mobile phone users in the UK now

use smartphones. This will be 56% within 12 months (comScore)

n 50% of mobile phone users now access the internet through their phones (Ofcom)

n Mobile is the fastest growing advertising platform in history – and accelerating

n 40% of all searches on mobile are for local goods and services (Google)

n 35% of local businesses have already run a mobile marketing campaign (Text Local)

n 50% of smart phone users scan QR codes, 18% have purchased as a result (CMB: Consumer Pulse Research)

n 70% of all mobile searches result in a purchase within 1 hour (Mobilemarketer.com)

SMS (text) as a marketing tooln 100% reach – no other marketing channel

offers this

n ‘No spam’ – a lot of users don’t use this channel properly, proper management and opt in data is crucial for success

n 97.5% of texts are read within 5 minutes of being sent

n Reaches the audience who don’t have a smartphone

n Simple to use and simple for your users to understand

n The average person sends 200 SMS’s and MMS’s a month (Ofcom)

n Highly targeted. Build your own database and talk to an audience who wants to know about your business

Mobile Sitesn Traditional websites don’t look good

on mobile phones – barrier to finding information and purchasing

n Mobile Site is a simplified version of the ‘traditional’ website, providing instant access to key information – phone number, map, latest offer etc

n Significantly enhances effectiveness of SMS marketing campaign

n Enables use of QR codes to drive new user acquisition

n Average mobile internet user spends only 10 minutes per day browsing the web – limited opportunity to make an impact

Mobile Marketing Platformn Leading mobile solution, giving YOU full

control

n Mobile shortcode and your own ‘keyword’ provided - to be used solely by your business

n Manage and track all your customers and mobile campaigns 24/7 via a simple, easy-to-use web-interface

n Your own mobile page, enhancing your mobile campaign and enabling you to provide more information to your customers

n Fully supportive of mobile vouchers, offers and promotions

n We will even generate your own QR code

n Fully managed service

QR code marketingn QR codes are spurring consumers to take

action with response rates higher than other direct marketing tactics

n Average response rates for QR codes in magazines on average are 6.4% Mobile users are more actively engaged with an average of 18.9 page views

n In comparison the average response rate for direct mail is 4.4%

n 10% of magazine adverts now contain a mobile call to action in the second quarter of 2012, up 5% year on year (Nellymoser™ whitepaper, 2012)

SMS marketing – best practice

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Get the mobile internet site sent to your mobile phone

1. Scan the QR Code opposite

or text ‘ARCHANT’ to 80012

2. Receive link and

open

3. View & explore mobile page

4. Visit links to social media shopping carts,

video’s etc

CompanyTansational, Tonbridge

CampaignText to register for exclusive mobile offers

Duration3 months

Common short code and keywords used• Beauty to 80012• Treat to 80012• Men 80012

Objectives• Build a mobile database for promotion and events

alerts• Provide mobile offers to customers to help drive

sales and attract existing customers to use other services including Tanning, Waxing, Nails, Microdermabrasion, Facials, Pedicures

• Use targeted keywords on multiple traditional advertising mediums to gauge the ROI of those channels

Strategy• Target audience 18-50 both male and females• Mobile data collected from walk in clients• Consumers invited to Text to redeem exclusive

mobile offers to attract new customers and encouraging return visits, without conflicting with in store offers

• Mobile Vouchers with 25% treatments and free sessions on course bookings

Call to action• Text to redeem exclusive mobile offers tags added

to advertising including local newspaper, in store marketing and beauty supplements

Tactics• Each bounce back message thanked customers for

registering and confirmed they would now receive further promotional offers

• Existing client base were also texted a call to action - this push message served to remind everyone of the mobile promotion and what they needed to do to receive them

• Local newspaper advertising, pushed messages to existing database, in store display

• Inform customers to create awareness of new treatments

Results• Tansational continue to gain new opted in

participants, coupon redemption has also been surprisingly high compared to previous traditional coupon campaigns

• Customers very receptive and feedback positive to new form of marketing

• Microdermabrasion has increased by 25% as a direct result of the mobile offer

• Product launch days promoted by text often sell out

Lessons learned• We can now use our SMS facility to promote

offers and cross sell services that are underselling• We have chosen the best days to deliver offers.

Tuesdays were identified as an optimum day to send out offers as our customers were starting to think about the weekend

• We already use email and social media but messages were not getting read. SMS allowed us to stand out from the crowd

Case Study | Tansational

Case Study | Thorley Taverns

CompanyThorley Taverns, Kent

CampaignChampions League Final 2011 Text to Win

Duration3 weeks

Common short code and keywords used• Thorleys to 80012• Hotel names to 80012

Objectives• Build a mobile database for future promotions• Drive footfall during key sporting events

Strategy• Competition to win a pair of tickets to watch

Manchester United vs. Barcelona in the UCL final• Consumers could text to win, texts charged at a

0.50p • Bounce-back message contained a link to a mobile

site where entrants could find out more about the competition, “like” Thorley’s on Facebook and browse hotel/pub offers

Call to action• Text THORLEYS or the name of the hotel to 80012

Tactics• We publicised the campaign through POS, local

advertising channels and social media

Results• We were very impressed with the results,

hundreds of consumers texted in from each of the different locations we ran the initiative

• Almost 70% of respondents accessed our mobile website

• We now have over 400 people on our mobile database, we know where they drink and we know they like football. We can now communicate relevant offers and promotions to this highly targeted database

Lessons learned• We have learnt that with the right offer we really

drive the growth of our database• Competitions are a great way to engage with our

customers and increase our customer database• We now know that mobile marketing needs to be

built into our long term marketing strategy

CompanyWilsons, Shropshire

CampaignText to redeem:• Free cocktail voucher• 10% Food DiscountSpecial event reminders – Mothers day, theme nights, NYE, Valentines, Halloween

Duration12 months on and off each month

Common short code and keywords used• Cocktail to 80012• Food to 80012• NYE to 80012• Wilsons to 80012

Objectives• Customer acquisition and retention, loyalty groups• An effective quick communication tool to contact

customers• Enhance media advertising• Build an insightful database of customer mobile

numbers

Strategy• Collect customer mobile numbers to deliver

marketing messages and cross promote Hotel• Use mobile only offers to increase footfall on

specific nights• Use both push and pull messages to promote bar

and its events• Enhance other media adverting• Use Rich media of mobile pages to intrigue and

provide detailed information for events

Call to actionText to redeem discount vouchers for drinks and cocktails

Tactics• We created exciting campaigns to gain interest

and participation• Targeted communications delivered at key times

of the week/day even on the night itself• Promoted within newspaper advertising• Encouraged staff to promote in bar

Results• Gained a great amount of customer data, allowing

all future promotion to be even more targeted and person – this tool has also brought us closer to our customers

• All our recent events have been full of near full and very profitable

• It has allowed us to convert some of our customers to users of our sister hotel, gym and spa

• Allowed us to gauge success of our local newspaper advertising, we can see which channels are achieving the best response

• New Years event had 56 more ticket sales than last year, Valentines Pamper day bookings were at a record high

Lessons learned• When new marketing methods and software is

implemented, it can be difficult at first but helps if as many people can get involved as possible to really champion it. Luckily we got fantastic support, to help us over the settling in period

• Customer data is key to a local business, and can create real advantage over your competition

• This needs to be seen as a long term campaign, the longer it is done and the more customers participate, the more effective it becomes

Case Study | Wilsons

Why Archant?n Trusted local media partner, publisher of over 60

local newspapers and 80 magazines throughout the UK

n Market-leading mobile marketing platform, enabling you to securely manage and track all your campaigns and customer databases via a simple web interface

n A dedicated account manager, providing you with support and guidance (by email and phone)

n Ability to combine SMS campaign with a Mobile Site to provide further information or encourage instant purchase

n Additional opportunity to use our portfolio of local newspapers to reach even more local users and grow your database (We reach 4.5 million people per month through our newspapers)

n Access to a database of 18 million opted in mobile consumers, segmented by location and interest area for additional customer reach