Text & Mobile Marketing

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1 Text & Mobile Marketing Build YOUR mobile customer database 3 Drive sales by sending offers, promotions and updates DIRECTLY to YOUR customers in seconds 3 customer response to create VIP Clubs, loyalty programmes or re-engage with lost customers 3

2 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 tool 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 Sites n 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 n 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

3 Mobile Marketing Platform n Leading mobile solution, giving YOU full control n Mobile shortcode and your own keyword provided - to be used solely by your business SMS marketing best practice 7 n Manage and track all your customers and mobile campaigns 24/7 via a simple, easyto-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 marketing n QR codes are spurring consumers to take action with response rates higher than other direct marketing tactics 3 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)

4 Get the mobile internet site sent to your mobile phone 1. Scan the QR Code opposite or text ARCHANT to Visit links to social media shopping carts, video s etc 2. Receive link and open 3. View & explore mobile page

5 Case Study Tansational Company Tansational, Tonbridge Campaign Text to register for exclusive mobile offers Duration 3 months Common short code and keywords used Beauty to Treat to Men 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 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 and social media but messages were not getting read. SMS allowed us to stand out from the crowd

6 Case Study Thorley Taverns Company Thorley Taverns, Kent Campaign Champions League Final 2011 Text to Win Duration 3 weeks Common short code and keywords used Thorleys to Hotel names to 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 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 Call to action Text THORLEYS or the name of the hotel to Tactics We publicised the campaign through POS, local advertising channels and social media

7 Case Study Wilsons Company Wilsons, Shropshire Campaign Text to redeem: Free cocktail voucher 10% Food Discount Special event reminders Mothers day, theme nights, NYE, Valentines, Halloween Duration 12 months on and off each month Common short code and keywords used Cocktail to Food to NYE to Wilsons to 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 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 Call to action Text to redeem discount vouchers for drinks and cocktails

8 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 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