mml - 2012 - textlocal

Mobile Messaging – The Secret Weapon Rob Townsend – Director - Textlocal

www.textlocal.com [Stand 7]

Textlocal brings a fresh and innovative approach to business mobile messaging. Serving over 91,000 businesses. • Founded in 2005, Mobile Marketing Council, DMA member • UK’s number one Business Mobile Messaging Provider • Core services SMS, MMS, Mobile Web Pages • Award winning online platform 'Messenger’ • At peak times Messenger processes 8,000 texts per second • More than 25 million text messages every month • Head office in Cheshire

Technical office in The Midlands

Heritage built on innovation & results…

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Presentation Notes

Engaging mobile audiences


Let’s look at the numbers…


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Over 6.2 trillion SMS messages will be sent in 2012 (bbc.co.uk) There are 5.8 billion mobile phones worldwide accounting for 87% of the global population

Almost 50% of consumers who respond

to mobile text marketing go on to buy

(Mobithinking.com)

Let’s look at potential…


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2012 marks mobile messaging’s 20th anniversary (utalkmarketing.com)


Response rates

Lead Generation Brochure Request

Sales

Promotion

Ticketing For Events

Prospect & Customer engagement techniques…


Customer Service

Reminders

Confirmations

Overview ENO is one of the world's largest opera companies, providing an annual programme of opera, from popular classics, and operetta, through to more contemporary work and rarely performed musicals. Challenge ENO wanted to increase attendance to times of certain shows.

“Looking at the last two campaigns we spent a total of just over £500 on text credits which yielded £8,000 gross profit. An ROI rate of 16:1.”

Jonathan Broad, Marketing Manager

Case study: Sales Promotion

Solution ENO sent last minute offers for specific performances where they had excessive tickets left. Mitigating any short-term sales downturn by maximising the value from unsold ticket inventory using SMS. Results • £500 spent on texts that yielded

£8,000 gross profit. • An ROI rate of 16:1


“Through our mobile text service our customers can manage their finances with ease, and rest assured

that they have access to their accounts on the move at any time of the day 365 days of the year.” Gary Solomon, Head of Marketing and Acquisition

Case Study: Customer Service


Overview Card One Banking is owned by Spectrum Financial Group and provides banking facilities for people who may have been refused credit or personal banking before. They wanted to give customers access to their accounts on the move. Challenge 1. Provide customers the ability to get an

immediate balance by phone. 2. Let customers immediately send in a photo

of their passport rather than post, fax or scan and email it.

Solution 1. Customers text: BALANCE to 60777

Customers can check their current account balance and load funds to MasterCard's by simply sending a text message using SMS.

2. Customers take a picture of passport then MMS it to Card One’s unique number. This arrives at Card One as an email with the attachment.

Results 1. 80% of customers use the mobile banking

facility. 2. Customer feedback has been excellent.

“The Textlocal system is so simple to use and means we can communicate with every student instantly to make sure they attend their appointments on time. It means that our guidance service, which ensures all students are receiving the right support and encouragement to succeed, can run efficiently and effectively.”

Karen Fitzsimmons, Careers and Employment Department

Case Study: Reminders & Confirmations


Overview The University of Liverpool's Careers & Employability Service needed an effective way to communicate with students and graduates regarding reminders for up and coming appointments and updates within the service. Challenge Reduce the number of missed appointments for their Careers & Employability Service.

Solution Texts sent automatically from their CRM system to students the evening before their appointment. Results Significantly reduced the number of no-shows. Text service then used to keep students informed about other activities as well. Mobile is cost-effective for public sector organisations with many adhering to strict budgets

Case Study: Lead Generation and Brochure request


Overview Tessuti are a designer clothing brand with various stores throughout the UK. They needed to develop a marketing strategy that would target customers, increase turnover and encourage footfall into their stores. Challenge Tessuti collected mobile numbers by asking customers to text in the keyword ‘TESSUTI’ to 60777 over a period of 12 months, which gave them a reliable database of opt-in contacts. By opting in, their customers gave consent to text them with direct promotional offers.

Solution A 24-hour sales discount mobile messaging campaign was initiated, giving customers who had opted-in 20% off stock in-store and online. Mobile made the whole process fast and accurate, and this method reduced the need for sending expensive direct mail in the form of vouchers or coupons, so was therefore kinder to the environment. Results 70% growth in opt-in customer database contacts. Vouchers redemption rate of 32% in 24 hours.

“Mobile messaging gives us a massive return on investment. Initially we used it as an information service to inform customers of new stock arriving, but now we see it as an excellent tool to promote special offers for slow moving stock. The figures speak for themselves.”

Mike Ashcroft, Owner

“Using QR Codes to track attendees meant that Greenpeace staff could easily use mobile phones to track who attended. Being able to track everyone electronically through the Textlocal reporting system worked perfectly for us, as we were able to follow up with our supporters accordingly to say thank you for coming, or reach out quickly to those that couldn’t make it with a separate message.”

Molly Brooks, Digital Marketing Co-ordinator at Greenpeace

Case Study: Ticketing for Events


Overview Greenpeace arranged a launch event for their famous Rainbow Warrior III ship. They needed a cost and time effective way to track attendees and to improve the efficiency of their marketing efforts to their supporters. Challenge Greenpeace worked with Textlocal to execute the launch event of their famous Rainbow Warrior III ship.

Solution They embraced the latest mobile technology using QR Codes to track attendees and to improve the efficiency of their marketing efforts to their supporters. Results • Mobile made the whole process fast and

accurate. • Reduction in the need for paper forms at the

event and is therefore kinder to the environment.

Textlocal’s Top Tips to perfect SMS campaign

1. Call to action

2. Good timing

3. Keep it short

4. Avoid repetition

5. Cleanse your database


6. Analyse – it’s direct 7. Grow your audience 8. Respect opt-outs 9. Send relevant messages 10. Get personal

See how effective SMS is right now…


The Great British Mobile Marketing Report

Text: LIVE then your EMAIL to 60777

Thank you Q&A

Go to Stand 7!!



Insight is always FREE at textlocal.com

‘The Great British Mobile Marketing Report’ in association with Mobile Marketing Magazine

mml - 2012 - textlocal

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