mobile marketing manual

MobileMarketingManualMobile Marketing Manual v1.2© 2009, Triton Digital

PROMOTIONSPROMOTIONS PROGRAMMINGPROGRAMMINGPROGRAMMINGPROGRAMMING SALESSALES

Table of ContentsMobile Marketing 101

Why use text messaging at your radio station?

Goal Setting

Additional Questions to Consider

Mobile Marketing Terms

How to Build Your Database

Your Sign-Up Form

On Air Promotion

Online Promotion

In-Person / Event Promotion

Mobile Usage Statistics

Mobile Xpress Messenger FAQ

Compatibility

Database ManagementDatabase Management

Fees

General

Messaging

Two-Way Messaging

Idea Starters

Live Station Examples

Targeting and Scheduling Messages

At-Work Contesting

Lunchtime: Drive Traffic to Sponsor Locations

Demographic Targeting

Breaking News / Weather Alerts

Table of ContentsPage 1

Why use text messaging at your radio station?

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Drive Traffic to Sponsor Locations Page 34

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Traffic Alerts

Using Keywords

Artist Alerts

Text-to-AirShoutouts

Text-to-Win Promotions

Sporting Contests

Promoting Local Events

Birthday Texts

Movie Times

Opt-In @ Local Events

Notes for Sales Executives

Mobile Xpress Ad Unit Types

Sample Package: Breaking News/Weather

Sample Package: Contest Sponsor

Sample Package: Keyword SponsorSample Package: Keyword Sponsor

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Welcome to the exciting world of mobile marketing. Text messaging iswireless communication that facilitates sending messages to mobile phonesand PDAs. Station-generated messaging and listenerare enabled via SMS gateways and specialized communications protocols.

SMS stands for “Short Message Service”. It’s the underlying technologybehind two-way text messaging.

Anyone with a text messaging capable phone, pager or PDA can send orreceive messages if their mobile service plan includes this.

As you read this manual, you will see this postyou see the post-it note, think about the application of this

Mobile Marketing 101

you see the post-it note, think about the application of thisprogram to YOUR station and fill in the blanks!

The “X” icon denotes information on a specific function found inthe Mobile Xpress Messenger program from Triton Digital Media.

The Ben Franklins speak for themselves! These are parts of themanual that are earmarked for the attention of your sales staff!Mobile Xpress Messenger has some outstanding opportunities foryour clients!

1

Welcome to the exciting world of mobile marketing. Text messaging iswireless communication that facilitates sending messages to mobile phones

generated messaging and listener-generated messagingare enabled via SMS gateways and specialized communications protocols.

SMS stands for “Short Message Service”. It’s the underlying technology

Anyone with a text messaging capable phone, pager or PDA can send orreceive messages if their mobile service plan includes this.

As you read this manual, you will see this post-it note icon. Whenit note, think about the application of this

Mobile Marketing 101

it note, think about the application of thisprogram to YOUR station and fill in the blanks!

The “X” icon denotes information on a specific function found inthe Mobile Xpress Messenger program from Triton Digital Media.

The Ben Franklins speak for themselves! These are parts of themanual that are earmarked for the attention of your sales staff!Mobile Xpress Messenger has some outstanding opportunities for

WHY USE TEXT MESSAGING AT YOUR RADIO STATION?

No one leaves the house without their keys, wallet, and mobile phone.Think of this as your opportunity to place a “billboard” for your radiostation in every listener’s pocket.

Text messaging is efficient, versatile and easy to incorporate into anymarketing or promotional campaign.

Station-generated text messages are delivered immediately and can reachlisteners wherever they are – and whether or not they are listening to thestation. Setting listening ‘appointments’ and sending reminders is easy,efficient and effective.

Inviting listeners to text “in” to a station for special offers, requests, pollsand contests is popular with stations and with listeners.

MORE INSTANT THAN E-MAIL

When you have instant access to your listeners anytime and anywhere, textmessaging opens up an entirely new range of promotional and marketingopportunities.

Wherever they are, your listeners can receive “tuneincentives to stop by your afternoon remote, breaking news alerts, VIPpasses, and more – all delivered to their hand

Text messaging is a valuable tool for your programming department,promotions department, and sales department.

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WHY USE TEXT MESSAGING AT YOUR RADIO STATION?

No one leaves the house without their keys, wallet, and mobile phone.Think of this as your opportunity to place a “billboard” for your radio

Text messaging is efficient, versatile and easy to incorporate into any

generated text messages are delivered immediately and can reachand whether or not they are listening to the

station. Setting listening ‘appointments’ and sending reminders is easy,

Inviting listeners to text “in” to a station for special offers, requests, pollsand contests is popular with stations and with listeners.

When you have instant access to your listeners anytime and anywhere, textmessaging opens up an entirely new range of promotional and marketing

Wherever they are, your listeners can receive “tune-in” messages,incentives to stop by your afternoon remote, breaking news alerts, VIP

all delivered to their hand-held device.

Text messaging is a valuable tool for your programming department,promotions department, and sales department.

This portion of the Mobile Marketing Manual is formatted foryour use in setting goals for your mobile marketing initiative.

RADIO STATION CALL LETTERS ____________________________________

NAME OF MOBILE MARKETING CLUB ______________________________(examples: VIP Club, First Alert Club, Instant Text Member, [call letters] ToGo, [call letters] Mobile, [call letters] on the go)

RADIO STATION WEEKLY CUME (unique weekly audience) _____________

Database Acquisition GoalsProgress

SIX MONTH DATABASE GOAL ________We suggest 1-3% of your weekly cume.

Goal Setting

YEAR ONE DATABASE GOAL ________We suggest 4-6% of your weekly cume.

YEAR TWO DATABASE GOAL ________We suggest 7-10% of your weekly cume

Key Promotional Tactics

[ ] On-Air Promos ( Launch Date: ________________________ )[ ] E-mail Invite ( Launch Date: ________________________ )[ ] Events / In-Person Invitations ( First Event Date: __________________ )[ ] Website Opt-In Form ( Launch Date: ________________________ )

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This portion of the Mobile Marketing Manual is formatted foryour use in setting goals for your mobile marketing initiative.

RADIO STATION CALL LETTERS ____________________________________

NAME OF MOBILE MARKETING CLUB ______________________________(examples: VIP Club, First Alert Club, Instant Text Member, [call letters] ToGo, [call letters] Mobile, [call letters] on the go)

RADIO STATION WEEKLY CUME (unique weekly audience) _____________

SIX MONTH DATABASE GOAL ________ ______ / ______. Entries / Date

______ / ______. Entries / Date

______ / ______cume. Entries / Date

( Launch Date: ________________________ )( Launch Date: ________________________ )

Person Invitations ( First Event Date: __________________ )( Launch Date: ________________________ )

Think through the introduction to your text club.Make sure you inform listeners about what they will be signing up for.

What are three key BENEFITS to listeners when they sign up for your textmessaging club? (example = contest clues/alerts, special listener coupons,weather information, local high school sports scores, announcements of instudio interviews with artists, ticket presale announcements)

1. ____________________________________________________

2. ____________________________________________________

3. ____________________________________________________

The Elevator Pitch

Write your :15 second “elevator pitch” (a pitch short enough to hear during anWrite your :15 second “elevator pitch” (a pitch short enough to hear during anelevator ride) for your text messaging club here:

______________________________________________________________

______________________________________________________________

______________________________________________________________

Example:Get Hooked Up! Become a "Text VIP 2 GO" member and receive contestinformation, coupon specials, inside information, where your favorite DJ's willbe, and VIP Entry to exclusive "Text VIP 2 GO" events directly to your cellphone.

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Think through the introduction to your text club.Make sure you inform listeners about what they will be signing up for.

What are three key BENEFITS to listeners when they sign up for your text(example = contest clues/alerts, special listener coupons,

weather information, local high school sports scores, announcements of in-studio interviews with artists, ticket presale announcements)

1. ____________________________________________________

2. ____________________________________________________

3. ____________________________________________________

Write your :15 second “elevator pitch” (a pitch short enough to hear during anWrite your :15 second “elevator pitch” (a pitch short enough to hear during anelevator ride) for your text messaging club here:

______________________________________________________________

______________________________________________________________

______________________________________________________________

Get Hooked Up! Become a "Text VIP 2 GO" member and receive contestinformation, coupon specials, inside information, where your favorite DJ's willbe, and VIP Entry to exclusive "Text VIP 2 GO" events directly to your cell

Additional Questions to Consider:

*How the text club will coincide with your programming, promotions andadvertisers?

*Your sign–up form questions should match the interests of your listenersfor future interaction.

*Where do you have remotes, how can you incorporate this in your signform?

*Use MXM as an alternative to “call in to win”, “song requests”“dedication”, “voting.”

*Who are your major clients? Are they a major advertiser youmay want to incorporate into your signsponsor the club?sponsor the club?

*What is your station most known for in the marketSummer Festival, a Jingle Ball, NASCAR sponsor, Van on the Scene, GasGiveaways, Shopping Sprees, Concert Tickets?

*Is there a specific segment of your audience who you will be targeting toenter your Mobile Marketing database?

*Are there partnerships in your market with companies who might sharecontent with you for mobile distribution? (local newspaper, school closings,weather alerts, etc).

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How the text club will coincide with your programming, promotions and

up form questions should match the interests of your listeners

Where do you have remotes, how can you incorporate this in your sign-up

Use MXM as an alternative to “call in to win”, “song requests”

Who are your major clients? Are they a major advertiser youmay want to incorporate into your sign-up form or have them

What is your station most known for in the market – Do you have aSummer Festival, a Jingle Ball, NASCAR sponsor, Van on the Scene, GasGiveaways, Shopping Sprees, Concert Tickets?

*Is there a specific segment of your audience who you will be targeting toenter your Mobile Marketing database?

*Are there partnerships in your market with companies who might sharecontent with you for mobile distribution? (local newspaper, school closings,

There are several terms in mobile marketing that are specific to mobilemedia. Below are some of the terms that you should know as you getacquainted with your Mobile Xpress solution:


Term

Acquisition Rate Percentage of respondents who opted in to participate in a mobileinitiative/campaign. Acquisition rate = total participants/total audience.

Ad Impression An advertisement impression transpires each time a consumer is exposed toan advertisement (either premobile web or web page, within a video clip, or related media).

Advertisement Action Any activity associated with a Advertisement that enables interactivity andcommunication between the advertiser and the consumer. For example,common actions include clicking on a phone number to call the advertiser, ahyperlink that takes the consumer to an advertiser’s mobile web portal, or alink that adds the advertiser’s contact information to the consumer’s phonebook.

Alert Tone An audio product that is triggered by and sounds on the handset upon aspecific event, such as an incoming text message, voice message, calendarevent, or other event to which the handset owner wishes to be alerted.Length of tone varies based on mobile carrier requirements. Oftentraditional ringtones or other audio products can be used as an alert tone.

Alerts Notifications, typically in the form of a text or multimedia message,containing time-sensitive information (event details, weather, news, servicesupdates) that are pushed to a mobile subscriber who has optedthis information. Note: If the mobile subscriber has not opted in to receivesaid information, the notification would be considered SPAM.

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There are several terms in mobile marketing that are specific to mobilemedia. Below are some of the terms that you should know as you getacquainted with your Mobile Xpress solution:


Definition

Percentage of respondents who opted in to participate in a mobileinitiative/campaign. Acquisition rate = total participants/total audience.

An advertisement impression transpires each time a consumer is exposed toan advertisement (either pre-pended or appended to an SMS message, onmobile web or web page, within a video clip, or related media).

Any activity associated with a Advertisement that enables interactivity andcommunication between the advertiser and the consumer. For example,common actions include clicking on a phone number to call the advertiser, ahyperlink that takes the consumer to an advertiser’s mobile web portal, or alink that adds the advertiser’s contact information to the consumer’s phone

An audio product that is triggered by and sounds on the handset upon aspecific event, such as an incoming text message, voice message, calendarevent, or other event to which the handset owner wishes to be alerted.Length of tone varies based on mobile carrier requirements. Oftentraditional ringtones or other audio products can be used as an alert tone.

Notifications, typically in the form of a text or multimedia message,sensitive information (event details, weather, news, services

updates) that are pushed to a mobile subscriber who has opted-in to receivethis information. Note: If the mobile subscriber has not opted in to receivesaid information, the notification would be considered SPAM.

Term

Call to Action (CTA) A statement or instruction, typically promoted in print, web, TV, radio, onportal, or other forms of media(often embedded in advertising), that explains to a mobile subscriber how torespond to an opt-in for a particular promotion or mobile initiative, which istypically followed by a Notice (see Notice).

Carrier (also known as mobile carrier,mobile network operator, networkoperator, operator company, wirelesscarrier)

A company that provides wireless telecommunications services.

Click The act of when a mobile subscriber interacts with(highlights and clicks on) an advertisement (banner, text link) or otheractionable link, that has been served to their screen.

Click to Call A service that enables a mobile subscriber to initiate a voice call to aspecified phone number by clicking on a link on a mobile web site. Typicallyused to enhance and provide a direct response mechanism in anadvertisement.

Click-through The process that takes a mobile subscriber to a jump or landing page oncethe mobile subscriber has clicked on a link.

Click-through Rate (CTR) A way of measuring the success of an online or mobile advertising campaign.A CTR is obtained by dividing the number of users who clicked on an ad on aA CTR is obtained by dividing the number of users who clicked on an ad on aWeb page by the number of times the ad was delivered (impressions).

Common Shortcode (CSC) Short numeric numbers (typically 4~6 digits) to which text messages can besent from a mobile phone. Wireless subscribers send text messages tocommon short codes with relevant keywords to access a wide variety ofmobile content.

Cost per Thousand (CPM) A metric used to price advertising banners. Sites that sell advertising mayguarantee an advertiser a certain number of impressions (number of timesan ad banner is served and presumably seen by visitors) and then set thecost based on the guarantee, multiplied by the CPM rate.

Data Charging The cost of using the mobile network for data services. The two maincharging models are: paybecause the charges increase in proportion to the amount of data consumedby the user; the second method is charging at premonthlyusage period) for preconsumed. These charges become significant in the distribution of richmedia content that drives large amounts of data across the networks.

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Definition

A statement or instruction, typically promoted in print, web, TV, radio, on-portal, or other forms of media(often embedded in advertising), that explains to a mobile subscriber how to

in for a particular promotion or mobile initiative, which istypically followed by a Notice (see Notice).

A company that provides wireless telecommunications services.

The act of when a mobile subscriber interacts with(highlights and clicks on) an advertisement (banner, text link) or otheractionable link, that has been served to their screen.

A service that enables a mobile subscriber to initiate a voice call to aspecified phone number by clicking on a link on a mobile web site. Typicallyused to enhance and provide a direct response mechanism in an

The process that takes a mobile subscriber to a jump or landing page oncethe mobile subscriber has clicked on a link.

A way of measuring the success of an online or mobile advertising campaign.A CTR is obtained by dividing the number of users who clicked on an ad on aA CTR is obtained by dividing the number of users who clicked on an ad on aWeb page by the number of times the ad was delivered (impressions).

Short numeric numbers (typically 4~6 digits) to which text messages can besent from a mobile phone. Wireless subscribers send text messages tocommon short codes with relevant keywords to access a wide variety of

A metric used to price advertising banners. Sites that sell advertising mayguarantee an advertiser a certain number of impressions (number of timesan ad banner is served and presumably seen by visitors) and then set thecost based on the guarantee, multiplied by the CPM rate.

The cost of using the mobile network for data services. The two maincharging models are: pay-as- you-use, which is effectively metered billingbecause the charges increase in proportion to the amount of data consumedby the user; the second method is charging at pre-set rates (over a

period) for pre-determined amounts of data that can beconsumed. These charges become significant in the distribution of richmedia content that drives large amounts of data across the networks.

Term

Double Opt-In The process of confirming a mobile subscriber’s wish to participate in amobile program by requesting the subscriber to optengaging the subscriber. A requirement for premium and many other typesof mobile services.

Full Music Download The downloading of a complete song, versus a section of a song, for playbackon a mobile device.

Impressions A business metric for counting the number of times mobile subscribers haveviewed a particular page, mobile advertisement on a mobile internet site orembedded within a text message or similar mobile medium.

Information on Demand (IOD) Content delivered in the form of an Alert. Subscriber receives updates ofweather, traffic, horoscopes, jokes of the day, etc via SMS text, at apredetermined time and frequency.

Interstitial Text Ad A text page that is displayed in the middle of theMMS message.

Keyword A word or name used to distinguish a targeted message within a Short CodeService.

MMS Message A message sent via a Multimedia Messaging Service that containsmultimedia objects.

Mobile Message MS and/or MMS message sent to a handset but does not includeadvertisements delivered on WAP sites, or advertisements delivered intomobile games.

Opt-In The process where a Subscriber provides explicit consent, after receivingNotice from the Mobile Marketer.

Opt-Out The process through which a Subscriber revokes consent after receivingNotice from the MobileMarketer. An example of an OptSubscriber replying to an SMS message with the phrase “stop.”

Penetration The percentage of the total population that owns a mobile phone.

Pull Messaging Any content sent to the wireless subscriber upon request, shortly thereafter,on a one-time basis. For example, when a customer requests the localweather from a WAP capable browser, the content of the response,including any related advertising, is Pull Messaging.

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Definition

The process of confirming a mobile subscriber’s wish to participate in amobile program by requesting the subscriber to opt-in twice, prior toengaging the subscriber. A requirement for premium and many other typesof mobile services.

The downloading of a complete song, versus a section of a song, for playbackon a mobile device.

A business metric for counting the number of times mobile subscribers haveviewed a particular page, mobile advertisement on a mobile internet site orembedded within a text message or similar mobile medium.

Content delivered in the form of an Alert. Subscriber receives updates ofweather, traffic, horoscopes, jokes of the day, etc via SMS text, at apredetermined time and frequency.

A text page that is displayed in the middle of the

A word or name used to distinguish a targeted message within a Short Code

A message sent via a Multimedia Messaging Service that containsmultimedia objects.

MS and/or MMS message sent to a handset but does not includeadvertisements delivered on WAP sites, or advertisements delivered into

The process where a Subscriber provides explicit consent, after receivingNotice from the Mobile Marketer.

The process through which a Subscriber revokes consent after receivingNotice from the MobileMarketer. An example of an Opt-out process includes, but is not limited to, aSubscriber replying to an SMS message with the phrase “stop.”

The percentage of the total population that owns a mobile phone.

Any content sent to the wireless subscriber upon request, shortly thereafter,time basis. For example, when a customer requests the local

weather from a WAP capable browser, the content of the response,including any related advertising, is Pull Messaging.

Term

Push Messaging Any content sent by or on behalf of advertisers and marketers to a wirelessmobile device at a time other than when the subscriber requests it. Pushmessaging includes audio, short message service (SMS) messages, emultimedia messaging, cell broadcast, picture messages, surveys, or anyother pushed advertising or content.

Shared Short Code A short code that is utilized to run multiple mobile services and/or marketingcampaigns simultaneously.

Targeting Various criteria to make the delivery of a mobile advertisement more precise(age, gender, geographical, day parting, household income, etc.).

Universal Station Identifier (USI) Master keyword for stations opting to use Shared Short Code. Enableslisteners to instantly textkeyword that is exclusive to the station. The USI must be included in thebeginning of each message. For instance, “Kiss99 Join” where “Kiss99” is theUSI.

Vanity Short Code CSCs that are specifically requested. It usually spells out a content provider’sname, brand, an associated word or is an easy to recall number sequencee.g. DISNEY =347639 or 88888.

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Definition

Any content sent by or on behalf of advertisers and marketers to a wirelessmobile device at a time other than when the subscriber requests it. Pushmessaging includes audio, short message service (SMS) messages, e-mail,multimedia messaging, cell broadcast, picture messages, surveys, or anyother pushed advertising or content.

A short code that is utilized to run multiple mobile services and/or marketingcampaigns simultaneously.

Various criteria to make the delivery of a mobile advertisement more precise(age, gender, geographical, day parting, household income, etc.).

keyword for stations opting to use Shared Short Code. Enableslisteners to instantly text-in to the station or opt-in using a pre-determinedkeyword that is exclusive to the station. The USI must be included in thebeginning of each message. For instance, “Kiss99 Join” where “Kiss99” is the

that are specifically requested. It usually spells out a content provider’sname, brand, an associated word or is an easy to recall number sequencee.g. DISNEY =347639 or 88888.

Web-Based Opt-InA mobile marketing campaign is only effective when utilizing a highdatabase. The type of data you have collected on each member determinesthe quality of your database. More information on each user“permission” from each user for you to contact them generally means thatyou will have better success.

The more you ask, the more specific you can target your messages. At thesame time, you don’t want scare listeners away with long registrationforms. Ask enough questions to create specific detailed campaigns. Hereare some good examples of what to ask:

• Name• Gender• Date of Birth• Zip Code (for hot zip targeting)


• Zip Code (for hot zip targeting)• Favorite Station(s)• Interest (i.e: Coupons, Station Announcements, Concert Announcements,etc)

MXM supports 100% permission messagingrequires new subscribers to confirm they want to opttext database as to be compliant with MMA best practices.

Note: This two-step process is widely adopted in optas it provides better data security and prevents erroneous signcontribute to spamming and other illegitimate uses of the relationship.

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A mobile marketing campaign is only effective when utilizing a high-qualitydatabase. The type of data you have collected on each member determinesthe quality of your database. More information on each user—and“permission” from each user for you to contact them generally means that

The more you ask, the more specific you can target your messages. At thesame time, you don’t want scare listeners away with long registrationforms. Ask enough questions to create specific detailed campaigns. Hereare some good examples of what to ask:


: Coupons, Station Announcements, Concert Announcements,

100% permission messaging. Our double opt-inrequires new subscribers to confirm they want to opt-in to yourtext database as to be compliant with MMA best practices.

step process is widely adopted in opt-in messaging sign-ups,as it provides better data security and prevents erroneous sign-ups that cancontribute to spamming and other illegitimate uses of the relationship.

What questions should I ask listeners when they sign up for the stations

text-messaging program?

Asking the right questions is the first step to setting up a strong

database that you can effectively use for marketing. The more informationyou receive from your listeners, the more you can “target” a specific groupin an advertiser’s campaign. For example, if a women’s clothing storewanted to send a text about an upcoming sale to female listeners age 1854, this could only be done if you collected age and gender informationfrom each member.

Your Mobile Xpress Messenger sign-up form is the most important part ofyour text messaging experience. It not only contributes to the success ofyour database, but it allows you to get to know your listeners andunderstand what they are interested in. With questions that mirror yourunderstand what they are interested in. With questions that mirror yourlisteners and your marketing interest, you can target specific listener’sprofiles for optimum station reach.

Remember to place your “elevator pitch” from earlier in the manual on thesign-up form. Always sell the benefit of signing up to your listeners

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What questions should I ask listeners when they sign up for the stations

Asking the right questions is the first step to setting up a strong

database that you can effectively use for marketing. The more informationyou receive from your listeners, the more you can “target” a specific groupin an advertiser’s campaign. For example, if a women’s clothing storewanted to send a text about an upcoming sale to female listeners age 18-54, this could only be done if you collected age and gender information

up form is the most important part ofyour text messaging experience. It not only contributes to the success ofyour database, but it allows you to get to know your listeners andunderstand what they are interested in. With questions that mirror yourunderstand what they are interested in. With questions that mirror yourlisteners and your marketing interest, you can target specific listener’s

Remember to place your “elevator pitch” from earlier in the manual on theup form. Always sell the benefit of signing up to your listeners.

Keep your sign-up form simple, yet specific.questions listed below, here are some examples of good questions to askand some not-so good questions to ask:

REQUIRED:

OPTIONAL:These are some questions you might consider using on your sign

What kind of prizes would you like to win?a) Spa Packages b) Concert Ticketsc) Electronicsd) Cashe) Cars/Motorcycles

Who would you like to receive texts from? (List your ona) DJ Money Mikeb) Miss Jones In The Morningc) Don Imusd) Wendy Williams

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up form simple, yet specific. In addition to the requiredquestions listed below, here are some examples of good questions to ask

so good questions to ask:

These are some questions you might consider using on your sign-up form.

Who would you like to receive texts from? (List your on-air personalities)

What categories would you like to receive text messages about?(Requires station personnel to update)a) Newsb) Weatherc) Entertainmentd) Contestse) Traffic

When do you listen to WXYZ-FM?a) At workb) At homec) In the card) Weekends

What do you do when you go out? (Think promotions)a) Moviesb) Dinnerc) Comedyd) Clubbing

What days do you go out? (Think about which listeners to target)a) Mondaya) Mondayb) Tuesdayc) Wednesdayd) Thursdaye) Fridayf) Saturdayg) Sunday

What do you like most about WXYZ-FM?a) Musicb) DJ’sc) Prizesd) Website

What is your favorite beverage? (Think advertisers)a) Cokeb) Pepsic) Sprited) Energy drink

What categories would you like to receive text messages about?

What do you do when you go out? (Think promotions)

What days do you go out? (Think about which listeners to target)

Collect information onthis form that

has some value to youradvertisers.

Remember… alwaysask, “what can I do

with this information?Is it actionable?

What is your favorite beverage? (Think advertisers)

What is your favorite lunch spot? (Think local advertisers)a) McDonald’sb) Quizno’sc) Long John Silver’sd) Sbarro’s

What is your favorite vacation spot? (Think promotions)a) Bahamasb) Jamaicac) Cancund) Puerto Rico

EXAMPLES OF QUESTIONS THAT ARE “NOTThese are questions that have little value to your station or advertisers,because they do not lead you to anything actionable.

Who’s the cutest celebrity baby?a) Tori Spelling and Dean McDermottb) Melanie Brown and Eddie Murphyc) Julia Roberts and Danny Moderd) Tom Cruise and Kate Holmesd) Tom Cruise and Kate HolmesProblem: In a few years they won’t be babies anymore. Plus, who cares?

What’s your favorite color?a) Blueb) Redc) Yellowd) GreenProblem: This information probably wouldn’t be very helpful to you

What’s your favorite TV show?a) Grey’s Anatomyb) Desperate Housewivesc) Wheel of Fortuned) The GameProblem: Shows come and go every season

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What is your favorite lunch spot? (Think local advertisers)

What is your favorite vacation spot? (Think promotions)

EXAMPLES OF QUESTIONS THAT ARE “NOT-SO GOOD”These are questions that have little value to your station or advertisers,because they do not lead you to anything actionable.

Problem: In a few years they won’t be babies anymore. Plus, who cares?

Problem: This information probably wouldn’t be very helpful to you

What do you think about WXYZ-FM?Problem: Open-ended

What is your favorite artist/song?Problem: Open-ended and favorite artists/songs change

What dress/suit size are you?Problem: Too personal and open-ended

What are the best ways to collect data for my listener database

First, identify incentives and prizes that you can offer for people who

sign up. For instance, secure a gift certificate to a local restaurant. Then,promote that anyone who signs up this month for your text messagingprogram is eligible to win the certificate at the end of the month.

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ended and favorite artists/songs change

What are the best ways to collect data for my listener database?

and prizes that you can offer for people who

sign up. For instance, secure a gift certificate to a local restaurant. Then,promote that anyone who signs up this month for your text messagingprogram is eligible to win the certificate at the end of the month.

What incentives might you be able to offer your listeners toencourage more opt-ins? (In other words, what is your audiencemost interested in?) Some simple ideas:

Concert TicketsDinner for two and a limo ride for one lucky winnerT-Shirts from the prize closetVIP movie passes for everyone signed up by midnight.

Also, remember to sell the benefits of joining your program to listeners.Our listeners are bombarded with thousands of messages every day. Youmust explain “what’s in it for them” to make your program worthy of theirtime.

There are several ways to go about collecting data for your listenerdatabase.

Have advertisers sponsor your club/signGive them an opportunity to sponsor youras special features. (morning show contest alerts, sports scores,etc)

ON-AIR PROMOTION

Use Mobile Xpress Messenger to interact with your audience on specificfeatures. You can conduct audience polls, real time listener feedback onshow topics, requests and much more. Onthe program once per shift by promoting a benefit or feature of theprogram.

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What incentives might you be able to offer your listeners to(In other words, what is your audience

most interested in?) Some simple ideas:

Dinner for two and a limo ride for one lucky winnerShirts from the prize closet

VIP movie passes for everyone signed up by midnight.

of joining your program to listeners.Our listeners are bombarded with thousands of messages every day. Youmust explain “what’s in it for them” to make your program worthy of their

There are several ways to go about collecting data for your listener

Have advertisers sponsor your club/sign-up form.Give them an opportunity to sponsor your incentive prizes as wellas special features. (morning show contest alerts, sports scores,

Use Mobile Xpress Messenger to interact with your audience on specificfeatures. You can conduct audience polls, real time listener feedback onshow topics, requests and much more. On-Air Personalities should mentionthe program once per shift by promoting a benefit or feature of the

Samples of On-Air Promos:

YOU CAN GET AN UNFAIR ADVANTAGE ON THE Q102 SONG OF THE DAYCONTEST BY SIGNING UP NOW AT Q102.COM FOR QWE’LL SEND YOU A MESSAGE EVERY MORNING WITH THE NAME OF THESONG OF THE DAY AND THE TIME TO LISTEN! LEARN MORE ABOUT QMESSAGES AT Q102.COM.

THIS AFTERNOON, VOTE WITH YOUR CELL PHONE ON THE PICKFLICK-IT SONG WAR AT 5 O’CLOCK. JUST SIGN UP ONLINE AT CLUBFM.COMFOR CLUB-TO-GO, AND YOU CAN TEXT YOUR VOTES FOR YOUR FAVORITESONGS EVERY AFTERNOON AT 5PM. SIGN UP NOW AT CLUBFM.COM.

Remember to keep your promos concise and benefit oriented.Use the word YOU (that’s your listener’s name!). What do theygain by participating in your club?

Using Mobile Xpress will allow your audience to become more interactivewith show allowing you to keep listeners listening longer. Include mentionsof your mobile/text club with on-air and online contesting. Promote on theair that mobile/text club members have advantages over nonwhen it comes to winning contests.

If you are running a promotion that requires appointment listening (song ofthe day, $95 every 95 minutes, etc), give listeners in the text club anadvantage by prompting them to listen and/or call.

Text listeners times to tune-in and win or text your listeners the secret songof the day. Think of ways to get them back to listening to your station onthe-air or through your online stream.

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YOU CAN GET AN UNFAIR ADVANTAGE ON THE Q102 SONG OF THE DAYCONTEST BY SIGNING UP NOW AT Q102.COM FOR Q-TEXT MESSAGES.WE’LL SEND YOU A MESSAGE EVERY MORNING WITH THE NAME OF THESONG OF THE DAY AND THE TIME TO LISTEN! LEARN MORE ABOUT Q-TEXT

THIS AFTERNOON, VOTE WITH YOUR CELL PHONE ON THE PICK-IT-OR-IT SONG WAR AT 5 O’CLOCK. JUST SIGN UP ONLINE AT CLUBFM.COM

GO, AND YOU CAN TEXT YOUR VOTES FOR YOUR FAVORITESONGS EVERY AFTERNOON AT 5PM. SIGN UP NOW AT CLUBFM.COM.

Remember to keep your promos concise and benefit oriented.Use the word YOU (that’s your listener’s name!). What do theygain by participating in your club?

Using Mobile Xpress will allow your audience to become more interactivewith show allowing you to keep listeners listening longer. Include mentions

air and online contesting. Promote on theair that mobile/text club members have advantages over non-members

If you are running a promotion that requires appointment listening (song ofthe day, $95 every 95 minutes, etc), give listeners in the text club anadvantage by prompting them to listen and/or call.

in and win or text your listeners the secret songof the day. Think of ways to get them back to listening to your station on-

ONLINE PROMOTION

Integrating your Mobile Express solution with your station web site willallow you to make your radio station completely interactive.presence is a must. Use your website to show off and highlight the newmobile/text club.

Use pictures of people in your target demo using your mobileservice on your website to promote the program.

Highlight the incentives and benefits of being in the text club with graphics,and position it above the fold (scroll) and in the promotional section of yourwebsite. Link your home page to the online signMessenger.

E-mail Invitations! Use the current database of email address’s in youremail club to invite member of your club. Include a link to the mobile/textemail club to invite member of your club. Include a link to the mobile/textclub sign-up form. This is a great ‘jump start’ for stations new to textmessaging.

If you want a more targeted group of listeners, for instance P1s and P2s fora VIP or loyal listener population:

1. Create a subset of your existing etools available to you. For example, include all the women 18or everyone who resides in your hot zips. Your P1s and P2s ifyou’ve asked listening preference questions in your edatabase sign-up.

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Integrating your Mobile Express solution with your station web site willallow you to make your radio station completely interactive. Home Page

Use your website to show off and highlight the new

Use pictures of people in your target demo using your mobileservice on your website to promote the program.

of being in the text club with graphics,and position it above the fold (scroll) and in the promotional section of yourwebsite. Link your home page to the online sign-up form for Mobile Xpress

Use the current database of email address’s in youremail club to invite member of your club. Include a link to the mobile/textemail club to invite member of your club. Include a link to the mobile/text

up form. This is a great ‘jump start’ for stations new to text

If you want a more targeted group of listeners, for instance P1s and P2s for

subset of your existing e-mail database, using the profilingtools available to you. For example, include all the women 18-49,or everyone who resides in your hot zips. Your P1s and P2s ifyou’ve asked listening preference questions in your e-mail

2. Send an e-mail invitation to this profile and paste in a link to yourMXM sign-up. Your invitation should include compelling reasonswhy they should sign-up.

2. Or, you may choose to invite everyoneIn either case, it’s easy to include a live link to the MXM signform.

Invitation links, which you can obtain from Triton Digital Media,make it easy to support the allyou the ability to build your MXM membership based on specificselection criteria important to your market.

What if I already have a ‘points’ program’ or other e

program?

Great. MXM can extend the power of your points program by giving

your station an additional communication channel to reach your listeners,let them know what they can win, and how.

IN-PERSON / EVENT PROMOTION

Remote events, concerts, and station appearances are great opportunitiesfor sign-ups. Set up a kiosk or bring a laptopor station event. Then, listeners can sign up for your mobile/text club at theevent.

Utilizing interns or part time employees at events to show listeners how touse their cell phone to text in will ensure that you have a wellaudience. 19

mail invitation to this profile and paste in a link to yourup. Your invitation should include compelling reasons

everyone in your existing e-mail club.In either case, it’s easy to include a live link to the MXM sign-up

Invitation links, which you can obtain from Triton Digital Media,make it easy to support the all-important “opt-in,” and they giveyou the ability to build your MXM membership based on specificselection criteria important to your market.

What if I already have a ‘points’ program’ or other e-mail loyalty

Great. MXM can extend the power of your points program by giving

your station an additional communication channel to reach your listeners,let them know what they can win, and how.

Remote events, concerts, and station appearances are great opportunitiesbring a laptop to your next remote broadcast

or station event. Then, listeners can sign up for your mobile/text club at the

Utilizing interns or part time employees at events to show listeners how touse their cell phone to text in will ensure that you have a well-trained

Create a station promotion around your new Mobile Xpress product byholding a text-off and find the fastest texterssure to bring a crowd and a great way to kick off your new Mobile XpressMessenger program.

Alternatively, consider creating small flyers with the mobile/textclub sign-up form link and a list of the benefits to joining so thatlisteners can log in and join later.

You can print 1,000 glossy 14-point color 4x6 cards atfor only $75. Consider creating a 4x6 promotional card with information onyour text program, and bring these to remotes and other station events.

Ben Franklin says, “Consider inviting a client to coflyers for text messaging by sponsoring the BACKcards.”

Mobile Opt-in

In addition to web-based opt-in, MXM now offers mobile optstations choose to promote this feature, listeners can text the station’sunique station identifier and the word “join” and they will be added tothe database: Example, “Lazer933 Join”.

While this opt-in method allows any listener to signup without firstvisiting the website, you won’t have the opportunity to collect moreinformation that just their phone number and therefore won’t havethe benefits of targeted messages to them in the future based onpreferences, demographics, listening habits, psychographics, etc.

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Create a station promotion around your new Mobile Xpress product bytexters in your audience. This will be

sure to bring a crowd and a great way to kick off your new Mobile Xpress

Alternatively, consider creating small flyers with the mobile/textup form link and a list of the benefits to joining so that

listeners can log in and join later.

point color 4x6 cards at www.clubflyers.comfor only $75. Consider creating a 4x6 promotional card with information onyour text program, and bring these to remotes and other station events.

Ben Franklin says, “Consider inviting a client to co-sponsor theflyers for text messaging by sponsoring the BACK-side of the 4x6

in, MXM now offers mobile opt-in. Ifstations choose to promote this feature, listeners can text the station’sunique station identifier and the word “join” and they will be added to

Example, “Lazer933 Join”.

in method allows any listener to signup without firstvisiting the website, you won’t have the opportunity to collect moreinformation that just their phone number and therefore won’t havethe benefits of targeted messages to them in the future based onpreferences, demographics, listening habits, psychographics, etc.

In the US there are over 255 million wireless subscribers, that is 84% ofthe population.

89% of all adults in the US own cell phones and 75% of those adults usetext messaging.

53% of Americans that use cell phones use text messaging at leastdaily/weekly.

Over half of all major brands are expected to spend 5budgets on mobile in 2011.

Cell users text more than they place calls! According tothe typical cell-phone user sent or received 357 text messages per month,while placing or receiving 204 calls.


Neilsen Mobile estimates that monthly text totals from Q2 2008 are a 450percent increase over the monthly averages of 2006.

An AT&T survey among text-messaging adults ages 18important texting is to relationships. According to the survey, 40 percent oftexters who are in a relationship or dating believe that text messaging playsa significant or very significant role in their relationships.

Sixty-eight percent of texters surveyed admitted to sending a love notevia text messaging.

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In the US there are over 255 million wireless subscribers, that is 84% of

89% of all adults in the US own cell phones and 75% of those adults use

53% of Americans that use cell phones use text messaging at least

Over half of all major brands are expected to spend 5-25% of their

Cell users text more than they place calls! According to Neilsen Mobile,phone user sent or received 357 text messages per month,


Mobile estimates that monthly text totals from Q2 2008 are a 450percent increase over the monthly averages of 2006.

messaging adults ages 18-55 showed howimportant texting is to relationships. According to the survey, 40 percent of

who are in a relationship or dating believe that text messaging playsa significant or very significant role in their relationships.

surveyed admitted to sending a love note

Verizon Wireless has named Tennessee as the state with the most textmessages sent and received in its study of text message habits of itscustomers from the southeast region of the United States.Study, 2008)

You can find a tremendous amount of information for your sales staffabout mobile messaging online at the Mobile Marketing Association.www.mmaglobal.com

The global mobile advertising market will be valued at over $16 billion by2011.

In August 2007, nearly 40 million US consumers received SMSadvertisements, and 12 percent responded to themSource: M:Metrics, Common Short Codes: Cracking the Mobile Marketing Code

A survey of 2,400 moms reveals that the single most important techA survey of 2,400 moms reveals that the single most important techgadget in their lives is the cell phone (23%), followed by the Internet (21%)and the digital camera (19%)Source: Babycenter.com, March 2008

As per CTIA, the total wireless subscribers in the USA is now 260.7million. Here is the breakdown of the USA cellular market by carrier.

1. AT&T Mobility — 71.3 million2. Verizon — 67.2m3. Sprint/Nextel — 52.8m4. T-Mobile USA — 30.8m5. ALLTEL — 13.2m6. Tracfone — 10.0m (prepaid)7. US Cellular — 6.2m8. Virgin Mobile — 5.1m

9. metro PCS —Vegas, LA, Miami, Orlando, San Francisco)10. Boost — 4.3m (southeast and west11. Leap Wireless/Cricket12. Cellular South13. Centennial Wireless14. Cincinnati Bell15. nTelos — 421,000 (VA,WV,KY,OH,TN,MD,NC)

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Verizon Wireless has named Tennessee as the state with the most textmessages sent and received in its study of text message habits of itscustomers from the southeast region of the United States. (Big City Wireless

You can find a tremendous amount of information for your sales staffabout mobile messaging online at the Mobile Marketing Association.

The global mobile advertising market will be valued at over $16 billion by

In August 2007, nearly 40 million US consumers received SMSadvertisements, and 12 percent responded to them

, Common Short Codes: Cracking the Mobile Marketing Code

A survey of 2,400 moms reveals that the single most important techA survey of 2,400 moms reveals that the single most important techgadget in their lives is the cell phone (23%), followed by the Internet (21%)

As per CTIA, the total wireless subscribers in the USA is now 260.7million. Here is the breakdown of the USA cellular market by carrier.

— 4.4m (mostly Atlanta, Dallas, Detroit, LasVegas, LA, Miami, Orlando, San Francisco)

4.3m (southeast and west — 12 states)11. Leap Wireless/Cricket — 3.1m (23 states)12. Cellular South — 700,00013. Centennial Wireless — 663,000 (IN, MI,OH,LA, MS,TX)14. Cincinnati Bell — 579,000 (Cincinnati, Dayton, KY, IN)

421,000 (VA,WV,KY,OH,TN,MD,NC)

Have a specific need or question? Call us! 212here to assist you, and help you to use Mobile Xpress Messengerto grow your ratings and revenue!

Our FAQ is organized into these categories for you:1. Compatibility2. Database Management3. Fees4. General5. Messaging6. Two-Way Messaging

COMPATIBILITY:

Does MXM work with different carriers?Yes. MXM’s back-end includes a gateway through which messages are distributed towith all MAJOR national carriers.


with all MAJOR national carriers.

Do I need any special equipment at my station to use the MXM service?No. You can access your MXM database and software tools from a Web browser, soall you need is an Internet connection to log

DATABASE MANAGEMENT:

Can I target my messages to sub-sets of my database?Yes. You can create messaging lists by filtering listener information collected on thesign-up and send targeted messages.

Who controls access to my listener data? How can I protect it?Your station owns all rights to your database. We will never sell your data,share it or otherwise make it available to third parties.

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Have a specific need or question? Call us! 212-419-2915. We arehere to assist you, and help you to use Mobile Xpress Messengerto grow your ratings and revenue!

Our FAQ is organized into these categories for you:

Does MXM work with different carriers?end includes a gateway through which messages are distributed to


Do I need any special equipment at my station to use the MXM service?No. You can access your MXM database and software tools from a Web browser, soall you need is an Internet connection to log-on.

sets of my database?Yes. You can create messaging lists by filtering listener information collected on the

Who controls access to my listener data? How can I protect it?Your station owns all rights to your database. We will never sell your data,share it or otherwise make it available to third parties.

How do listeners unsubscribe?They can text the word “QUIT” or “STOP” in a message sent to your station (via shortcode). Or, they can visit the web hosted sign up page to find the unsubscribe optionafter entering their email address.

Does MXM support personalization?No. In an effort to save space for longer text messages, we have not included this asan option with MXM.

FEES:

Will my listeners be charged for messages my station sends?Your listeners will only get messages if they optsign up form on your web site. They should be aware of the standard messaging fees,if any, charged by their carrier for received messages. MXM does NOT imposepremium fees that your listeners will have to pay, unlike some other companies.

Are my listeners charged to send messages to my station?Are my listeners charged to send messages to my station?Because you have chosen Mobile Xpress Messenger, the only charge your listenersincur is the typical fee they incur from their carrierthey message friends and family.

There is never a surprise charge and no ‘premium fee’ imposed. The listener charge,if any, is the standard fee they chose from their service provider when they decidedto become a text messager – generally either a per message or flat fee for unlimitedmessaging.

Are there any limitations to the number of messages I can send/receive?You can receive unlimited MO (Mobile Originated, messages that are sent fromlisteners’ phones). You can send a specified number of (Mobile Terminated ormessages that are sent from the station) messages per month as indicated in youragreement. This number is indexed to your AQH. You can barter for additionalmessages or pay 4.5 cents per message should you need more.

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They can text the word “QUIT” or “STOP” in a message sent to your station (via shortcode). Or, they can visit the web hosted sign up page to find the unsubscribe option

No. In an effort to save space for longer text messages, we have not included this as

Will my listeners be charged for messages my station sends?Your listeners will only get messages if they opt-in to your messaging database via asign up form on your web site. They should be aware of the standard messaging fees,if any, charged by their carrier for received messages. MXM does NOT imposepremium fees that your listeners will have to pay, unlike some other companies.

Are my listeners charged to send messages to my station?Are my listeners charged to send messages to my station?Because you have chosen Mobile Xpress Messenger, the only charge your listenersincur is the typical fee they incur from their carrier – the same fee they incur when

There is never a surprise charge and no ‘premium fee’ imposed. The listener charge,if any, is the standard fee they chose from their service provider when they decided

generally either a per message or flat fee for unlimited

Are there any limitations to the number of messages I can send/receive?You can receive unlimited MO (Mobile Originated, messages that are sent fromlisteners’ phones). You can send a specified number of (Mobile Terminated ormessages that are sent from the station) messages per month as indicated in youragreement. This number is indexed to your AQH. You can barter for additionalmessages or pay 4.5 cents per message should you need more.

“Other charges may apply” – what does THAT mean ?This language is imposed for all station-generated messagesand service providers. It does *not* specifically apply to messages you send withMobile Xpress Messenger. Rather, it is a consumerMobile Marketing Association.

GENERAL:

Once I sign up for MXM, how long will it take to get started?The set up and training is very quick and easy. You provide us with information you’dlike to include on the sign-up form, and we’ll take care of the rest. In about on week,you can be receiving messages from your listeners and sending messages to yourlisteners’ phones.

What do I need to know about ‘Best Practice’s Guidelines’ ?The Mobile Marketing Association is extremely motivated to keep the industrygrowing in a healthy and consumer-friendly direction. We support this too!

MXM is fully compliant with the MMA ‘Best Practices Guidelines’ including theseprotocols:

A FAQs page is online and will be made available to listeners in need of assistance;language complies with MMA guidelines. See

Help for subscriber:“HELP” as a message generates an auto response, the wording of which is prescribed,as follows:

You’ve signed up for text messaging alerts from <>. Othercharges may apply. 4help:rdg.com/faqs 8004195121

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what does THAT mean ?generated messages – from all mobile carriers

and service providers. It does *not* specifically apply to messages you send withMobile Xpress Messenger. Rather, it is a consumer-protection initiative from the

Once I sign up for MXM, how long will it take to get started?The set up and training is very quick and easy. You provide us with information you’d

up form, and we’ll take care of the rest. In about on week,you can be receiving messages from your listeners and sending messages to your

What do I need to know about ‘Best Practice’s Guidelines’ ?The Mobile Marketing Association is extremely motivated to keep the industry

friendly direction. We support this too!

MXM is fully compliant with the MMA ‘Best Practices Guidelines’ including these

page is online and will be made available to listeners in need of assistance;language complies with MMA guidelines. See rdg.com/faqs

“HELP” as a message generates an auto response, the wording of which is prescribed,

You’ve signed up for text messaging alerts from <>. Othercharges may apply. 4help:rdg.com/faqs 8004195121

Automatic unsubscribe:“STOP” or “QUIT” when either word is sent as a message, will automaticallyunsubscribe someone from your station database.

Certain footer language is required of all messages sent from stations, as detailed inthe March 2006 update to Consumer Best Practices.Messaging providers risk being barred from of crosslanguage appears.

“Other charges may apply 4 help:rdg.com/faqsReply STOP to end”

We have ‘hard coded’ the specific text into the each message sent by your station,including the auto-responder messages.

We recognize this language consumes characters/space you might rather use for yourmessage text, but its necessary to be compliant. Consumer backlash to unwantedpremium fees from other vendors and from list sales/sharing from other vendors hasset this ‘protective’ stance in motion.set this ‘protective’ stance in motion.

You can review the full detail on MMA’s Best Practices at:http://www.mmaglobal.com/bestpractices.pdf

MESSAGING:

Can I schedule messages to be sent at a later date or time?Yes. Before you send a message, you have the option to schedule messages to go outany day or time you like.

Can MXM send a message to subscribers on their birthday automatically?Yes. Under the Auto Replies menu button, select Birthday Message. Once you editthe message, MXM will automatically text subscribers on their birthday.

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“STOP” or “QUIT” when either word is sent as a message, will automaticallyunsubscribe someone from your station database.

Certain footer language is required of all messages sent from stations, as detailed inthe March 2006 update to Consumer Best Practices.Messaging providers risk being barred from of cross-carrier networks, unless this

help:rdg.com/faqs 8004195121

We have ‘hard coded’ the specific text into the each message sent by your station,

We recognize this language consumes characters/space you might rather use for yourmessage text, but its necessary to be compliant. Consumer backlash to unwantedpremium fees from other vendors and from list sales/sharing from other vendors has

Best Practices at:http://www.mmaglobal.com/bestpractices.pdf

Can I schedule messages to be sent at a later date or time?Yes. Before you send a message, you have the option to schedule messages to go out

Can MXM send a message to subscribers on their birthday automatically?Yes. Under the Auto Replies menu button, select Birthday Message. Once you editthe message, MXM will automatically text subscribers on their birthday.

Can I set up other automatic messages?Yes. Use the Keyword Tools function to set up a message which will be sent,automatically, in response do a keyword or character string you establish.

Are there any limitations to the number of messages I can send/receive?You can receive unlimited MO (Mobile Originated, messages that are sent from amobile phone) messages. You can send a preTerminated or messages that are sent from the station) messages as indicated in youragreement. Should you need additional messages, they are available for barter or atthe per-message rate of $0.045 (4.5 cents).

How do listeners send messages to my station?Your on-air staff can mention the 5 digit short code on air and invite them to sendmessages – request a song – weigh in on a hot talk topicshout out – or vote on Top 5 at 5:00.

TWO-WAY MESSAGING:TWO-WAY MESSAGING:

What is Two-Way Text Messaging, and is it available through MobileXpress Messenger?Two-way text messaging combines station-generated messaging capabilities withtools to organize and respond to listener-generated messages sent to station.

Our approach to 2-way messaging gives stations the ability to reply to listenermessages (a) sent in response to a station message, and/or (b) sent in response anon-air mention or shout out and/or (c) as initiated by the listener.

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Can I set up other automatic messages?Yes. Use the Keyword Tools function to set up a message which will be sent,automatically, in response do a keyword or character string you establish.

Are there any limitations to the number of messages I can send/receive?You can receive unlimited MO (Mobile Originated, messages that are sent from amobile phone) messages. You can send a pre-determined amount of MT (MobileTerminated or messages that are sent from the station) messages as indicated in youragreement. Should you need additional messages, they are available for barter or at

message rate of $0.045 (4.5 cents).

How do listeners send messages to my station?air staff can mention the 5 digit short code on air and invite them to send

weigh in on a hot talk topic – enter a contest – text in a

Way Text Messaging, and is it available through Mobile

generated messaging capabilities withgenerated messages sent to station.

way messaging gives stations the ability to reply to listenermessages (a) sent in response to a station message, and/or (b) sent in response an

air mention or shout out and/or (c) as initiated by the listener.

How does Two-Way Text Messaging work?Listeners can reply directly to a message sent by your station, simply by hitting replyand texting a message back. The message will come directly into “

For on-air mentions, we’ll supply a 5-digit code which your station can use. This codeis commonly referred to as a ‘short code’ or ‘quick code’. When listeners who are inyour database text to this 5 digit code, the message will come directly into “With Mobile Xpress Messenger, you don't have to purchase a short code for yourstation. This offers a tremendous savings compared to other services that force youto purchase a short code for mobile marketing. Your code will be shared with otherstations--and your interaction with listeners identified by text submission.

That said, dedicated and Vanity short codes are available to stations for asupplementary fee should the station wish to have exclusive use of a short code.

If listeners are not in your database, a message will be automatically sent to them tolet them know to sign-up before participating.

Listeners who aren’t in your database can also textListeners who aren’t in your database can also textstation identifier (USI). For instance if your USI is “kiss99”, listeners can

text directly in as long as their message begins with “kiss99”. This can also becombined with other keywords in your control panel, like “kiss99 win” to enter acontest, etc.

You can refer to this code in your broadcast to invite listeners to “text in” to requestsongs, shout-outs, to enter contests, to request information and to share opinions orcomments you invite on any topic. Simply refer to the 5 digit code in your broadcastand your unique station identifier.

Included in the cost of your affiliation is a short(We’ve developed an approach to enable code sharing without compromisingmessage integrity or requiring listeners to include additional codes within messagebody.)

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Way Text Messaging work?Listeners can reply directly to a message sent by your station, simply by hitting replyand texting a message back. The message will come directly into “InBox”.

digit code which your station can use. This codeis commonly referred to as a ‘short code’ or ‘quick code’. When listeners who are inyour database text to this 5 digit code, the message will come directly into “InBox”.With Mobile Xpress Messenger, you don't have to purchase a short code for yourstation. This offers a tremendous savings compared to other services that force youto purchase a short code for mobile marketing. Your code will be shared with other

and your interaction with listeners identified by text submission.

That said, dedicated and Vanity short codes are available to stations for asupplementary fee should the station wish to have exclusive use of a short code.

If listeners are not in your database, a message will be automatically sent to them toup before participating.

Listeners who aren’t in your database can also text-in using your uniqueListeners who aren’t in your database can also text-in using your uniquestation identifier (USI). For instance if your USI is “kiss99”, listeners can

text directly in as long as their message begins with “kiss99”. This can also becombined with other keywords in your control panel, like “kiss99 win” to enter a

You can refer to this code in your broadcast to invite listeners to “text in” to requestouts, to enter contests, to request information and to share opinions or

comments you invite on any topic. Simply refer to the 5 digit code in your broadcast

Included in the cost of your affiliation is a short-code shared with other stations.(We’ve developed an approach to enable code sharing without compromisingmessage integrity or requiring listeners to include additional codes within message

Check Out The Following Live Station Examples (Click on the links):

Look at how some other stations are using Mobile Xpress Messenger.The possibilities are endless in referring listeners back to your audiostreams (on-air or online) and building new revenue!

Nearly 300 radio stations are now using Mobile Xpress Messenger!

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Check Out The Following Live Station Examples (Click on the links):

Look at how some other stations are using Mobile Xpress Messenger.in referring listeners back to your audio

air or online) and building new revenue!

Nearly 300 radio stations are now using Mobile Xpress Messenger!

Examples of STRONG IMPLEMENTATION:

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The timing and targeting of your message should be specific to the resultyou are trying to accomplish.

Morning Show

Do you have a special feature or interview occurring on yourmorning show (or any daypartSpent Listening by sending out special alerts to your audience.You should send these messages out at least 15before the feature begins.

On-Air Polling

Use the Mobile Xpress tool to poll the audience on hot topics that themorning show discusses. This will allow your morning show to connect withits audience in real time. You can handle this one of three ways:


its audience in real time. You can handle this one of three ways:

Send out a message asking for the database’s opinion and elicit responses.Most polls are conducted with multiple choice answers. (a,

Invite listeners on the air to send in their text vote as a simple answer (a,c, d)

You can also ask listeners open-ended questions using twomessaging (see glossary).

The Triton Digital Media team is available to walk you throughimplementation of any tactic mentioned in this manual.

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The timing and targeting of your message should be specific to the result

Do you have a special feature or interview occurring on yourdaypart)? Achieve more tune-ins and Time

by sending out special alerts to your audience.You should send these messages out at least 15-30 minutes

Use the Mobile Xpress tool to poll the audience on hot topics that themorning show discusses. This will allow your morning show to connect withits audience in real time. You can handle this one of three ways:


its audience in real time. You can handle this one of three ways:

Send out a message asking for the database’s opinion and elicit responses.Most polls are conducted with multiple choice answers. (a, b, c, d)

Invite listeners on the air to send in their text vote as a simple answer (a, b,

ended questions using two-way text

The Triton Digital Media team is available to walk you throughimplementation of any tactic mentioned in this manual.

At-Work Contesting

Mobile messaging can effectively allow listeners to sign up for atpromotions that your station may be conducting. For example, if you aretrying to reach listeners to sign up for an ataudience to text “Work” to 76767 (insert your short code) to sign up for theat work contest.

Lunchtime: Drive traffic to sponsor locations!

Have a special lunchtime offer from a local restaurant? Once perweek, send out a message at 11am with a special offer(something free) from a local restaurant for your listeners.

For example, “Free appetizers today @ Damon’s for all Q102 listeners. Showthem this text“

Demographic Targeting

Keep in mind that Mobile Xpress can break down the mobilemessage to reach a specific demo such as age, location, or gender.You can also add questions about “children in household” and anyother demographic qualifier.

This makes it possible to be as specific or broad as you need. Keep in mindthat the more specific you are in targeting, the less listeners you reach. ForExample if your station is holding a “ladies night” at a local bar, and youonly want to reach Females 18-54 in your Mobile Xpress database, you caneasily accomplish this type of specific delivery.

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Mobile messaging can effectively allow listeners to sign up for at-workpromotions that your station may be conducting. For example, if you aretrying to reach listeners to sign up for an at-work contest, instruct theaudience to text “Work” to 76767 (insert your short code) to sign up for the

Lunchtime: Drive traffic to sponsor locations!

Have a special lunchtime offer from a local restaurant? Once perweek, send out a message at 11am with a special offer

) from a local restaurant for your listeners.

For example, “Free appetizers today @ Damon’s for all Q102 listeners. Show

Keep in mind that Mobile Xpress can break down the mobilemessage to reach a specific demo such as age, location, or gender.You can also add questions about “children in household” and anyother demographic qualifier.

This makes it possible to be as specific or broad as you need. Keep in mindthat the more specific you are in targeting, the less listeners you reach. ForExample if your station is holding a “ladies night” at a local bar, and you

54 in your Mobile Xpress database, you caneasily accomplish this type of specific delivery.

Breaking News and Weather Alerts

If your radio station is in pursuit of “news” and “weather” images, you maywish you distribute breaking news and weather alerts via text message toyour audience. Keep in mind that if your subscriber has not opted in toreceive this type of time-sensitive information, it could be perceived asspam.

The most effective way to distribute news via text is to alert the audiencewith a headline, and invite them to tune in for more information.

Example:

An on air reporter or newspaper story would describe a scene at a fire andthe fact that four fire trucks showed on the scene. It might state, "Thefireman entered the raging blaze with axes swinging." Mobile text would

Applications for Programming and Promotions

fireman entered the raging blaze with axes swinging." Mobile text wouldsimply state, "A 4-alarm fire at Jacobs Street causes $1.2 million in damage.Details now on AM1030 or WXXX.com.”

“5 inches of snow is headed for your zip code tonight. Weather every tenminutes available on 105.1FM or fm105.com.”

If you are posting gas prices on your site, you might consider a message likethis: “Gas prices are down this weekend. Find out where to fill up atWXXX.com. A service of Henderson Chevy Dealers!”

Note that all of these alerts may be sponsored with simplementions of the client. (examples above)

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If your radio station is in pursuit of “news” and “weather” images, you maywish you distribute breaking news and weather alerts via text message toyour audience. Keep in mind that if your subscriber has not opted in to

sensitive information, it could be perceived as

The most effective way to distribute news via text is to alert the audiencewith a headline, and invite them to tune in for more information.

An on air reporter or newspaper story would describe a scene at a fire andthe fact that four fire trucks showed on the scene. It might state, "Thefireman entered the raging blaze with axes swinging." Mobile text would

Applications for Programming and Promotions

fireman entered the raging blaze with axes swinging." Mobile text wouldalarm fire at Jacobs Street causes $1.2 million in damage.

.”

“5 inches of snow is headed for your zip code tonight. Weather every tenminutes available on 105.1FM or fm105.com.”

If you are posting gas prices on your site, you might consider a message likethis: “Gas prices are down this weekend. Find out where to fill up at

. A service of Henderson Chevy Dealers!”

Note that all of these alerts may be sponsored with simplementions of the client. (examples above)

You might consider placing gas prices on your site using an RSS feed from alocal gas price spotting site. For example, you can find local gas prices andRSS feeds at www.gasbuddy.com and www.indianagasprices.com

You can also set up an auto-responding keyword for thetoday.

Let your listeners know if they send you a message with the word “Gas” inthe message, you will send them the location of the cheapest gas in yourmarket that day. Get an auto center or tire company to sponsor this.

Set up Keyword Auto Responder “Gas”(more information below in the “Keyword” section)

Traffic Alerts

Traffic alerts represent two major benefits.

You save your audience’s highly valued time by alerting them of traffic tieups and delays.

You can earn more TIME SPENT LISTENING by reaching listeners who are intraffic tie-ups, inviting them to tune into your station.

We suggest that you only alert listeners when there are traffic tieare “out of the norm” from usual traffic tiebeing perceived as spam.

Sponsor the traffic alerts by selling “inline text billboards” alongwith your traffic billboards on the air. This is an excellent way togrow the “buy” and reach for any client’s campaign.

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You might consider placing gas prices on your site using an RSS feed from alocal gas price spotting site. For example, you can find local gas prices and

www.indianagasprices.com

responding keyword for the Best Gas Price

Let your listeners know if they send you a message with the word “Gas” inthe message, you will send them the location of the cheapest gas in yourmarket that day. Get an auto center or tire company to sponsor this.

Set up Keyword Auto Responder “Gas”(more information below in the “Keyword” section)

Traffic alerts represent two major benefits.

You save your audience’s highly valued time by alerting them of traffic tie-

You can earn more TIME SPENT LISTENING by reaching listeners who are inups, inviting them to tune into your station.

We suggest that you only alert listeners when there are traffic tie-ups thatare “out of the norm” from usual traffic tie-ups to avoid your text messages

Sponsor the traffic alerts by selling “inline text billboards” alongwith your traffic billboards on the air. This is an excellent way togrow the “buy” and reach for any client’s campaign.

You can also use KEYWORDS to administer traffic alerts. If your station isinvested in traffic news, consider setting up a keyword program that, at anytime, has up to date messages on conditions in key locations.

Default message:

All clear. No traffic trouble to report.

Based on conditions, new message would be created and available whenlistener sends inquiry message.

Key word

West All clear. No traffic trouble to report.

405 N All clear. No traffic trouble to report.

405 S Tractor Trailer spill, single lane for 15 miles.

405 Please be specific. 405 N or 405S ?

Park View Construction Delays at exit 4 East.

Inner Inner Loop is all clear. Smooth sailing.

Using Keywords

Keywords can be used to organize incoming mail into folders and/or to setup auto-replies.

Keyword Auto-Replies: whether or not you set up a Keyword Folder, youcan write a message, then follow the steps to set a date/time and yourmessage will automatically be sent when an inthe keyword or character string you specified.

Start with Add New Keyword option and generate your message.

Inner Inner Loop is all clear. Smooth sailing.

Raleigh Freeway Bumper to Bumper on Bridge Approach.

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You can also use KEYWORDS to administer traffic alerts. If your station isinvested in traffic news, consider setting up a keyword program that, at anytime, has up to date messages on conditions in key locations.

Based on conditions, new message would be created and available when

Auto Reply



Tractor Trailer spill, single lane for 15 miles.

Please be specific. 405 N or 405S ?

Construction Delays at exit 4 East.

Inner Loop is all clear. Smooth sailing.

Keywords can be used to organize incoming mail into folders and/or to set

: whether or not you set up a Keyword Folder, youcan write a message, then follow the steps to set a date/time and yourmessage will automatically be sent when an in-coming message containsthe keyword or character string you specified.

Start with Add New Keyword option and generate your message.

Inner Loop is all clear. Smooth sailing.

Bumper to Bumper on Bridge Approach.

Keyword Folders: mail containing a keyword or character string willautomatically get stashed in a folder if you use the tool that way.

You can use this in conjunction with Keyword Autoalone.

Start with Add New Keyword option and designate (or create, thendesignate) the folder.

Artist Alerts

When you debut the lead single from an artist’s new album, collect all themessages by adding them to a folder. That way, you can message theselisteners before you play it later and get them to tune

Set up Keyword Folder: “Pink Stupid Girls” (or whatever the artist / title is)

Research has shown that most 18Research has shown that most 18radio to discover new music.bring younger demo listeners back to your radio station.

Text-to-Air Shout Outs

All week long you get incoming messages with requests and shout outs forDJ Key’s Friday night party mix show.

38

: mail containing a keyword or character string willautomatically get stashed in a folder if you use the tool that way.

You can use this in conjunction with Keyword Auto-Replies, or you can use it

Start with Add New Keyword option and designate (or create, then

When you debut the lead single from an artist’s new album, collect all themessages by adding them to a folder. That way, you can message theselisteners before you play it later and get them to tune-in.

Set up Keyword Folder: “Pink Stupid Girls” (or whatever the artist / title is)

Research has shown that most 18-30 year old listeners use Top 40Research has shown that most 18-30 year old listeners use Top 40Artist alerts are an excellent way to

bring younger demo listeners back to your radio station.

All week long you get incoming messages with requests and shout outs for

Set up Keyword Folder: DJK

Listeners should know to message DJ Mike at short code and include “DJK”in the message. Talk it up, mention on web site or email promotions.

When Mike is ready to work his show, he pops open the Keyword Folderand sees what’s come in all week.

Mike has the option to send individual replies to messages in his folder orcan send batch replies.

Text-to-Win Promotions

Example: Build a contest where 5 listeners win a Honda CRF Motorcyclefrom your station and local dealer. To enter, listeners need to be registeredin your text database and message in “ Honda CRF” in their message.

Send them a thank you / acknowledgement. Keep their entries all in oneSend them a thank you / acknowledgement. Keep their entries all in oneplace for random selection at end of contest period.

Set up Keyword Folder: “Honda”

Use random winner generator tool at end of promotion.

Set up Keyword Autoresponder:During term of promotion:Thank them and include dealers name and location.

After promotion has ended:Let them know Promotion has ended, they can show the message for a giftwith test drive at dealer location.

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Listeners should know to message DJ Mike at short code and include “DJK”in the message. Talk it up, mention on web site or email promotions.

When Mike is ready to work his show, he pops open the Keyword Folder

Mike has the option to send individual replies to messages in his folder or

Example: Build a contest where 5 listeners win a Honda CRF Motorcyclefrom your station and local dealer. To enter, listeners need to be registeredin your text database and message in “ Honda CRF” in their message.

Send them a thank you / acknowledgement. Keep their entries all in oneSend them a thank you / acknowledgement. Keep their entries all in oneplace for random selection at end of contest period.

Use random winner generator tool at end of promotion.

Thank them and include dealers name and location.

Let them know Promotion has ended, they can show the message for a gift

Sporting contest

Get your listeners to text in with who they think will win tonight’s game, theBroncos or the Browns.

Set an auto reply for each team.

When the winner has been decided, extend an invitation from a local sportsbar for next week’s game, with special offer.

Think about sporting goods stores and local pubs/bars forsponsorship in this area!

Key word

Broncos

Browns

Ask yourself… How can we use text messaging to add to this promotion?

In many cases, text messaging can make your promotions and programmingmore accessible to listeners. It’s one more invitation to use your radiostation. Your new Mobile Xpress solution can jumppromotion.

The first thing you should do is review all station promotions andon air giveaways to see how you can apply Mobile Xpress to thesepromotions. Any way you can have listener’s text in is anotheropportunity for you to collect more information on youraudience.

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Get your listeners to text in with who they think will win tonight’s game, the

When the winner has been decided, extend an invitation from a local sportsbar for next week’s game, with special offer.

Think about sporting goods stores and local pubs/bars for

Auto Reply

Routing for Broncos? Good luck. Post-game highlights at 10:30.Routing for Browns? Good luck. Post-game highlights at 10:30.

Ask yourself… How can we use text messaging to add to this promotion?

In many cases, text messaging can make your promotions and programmingmore accessible to listeners. It’s one more invitation to use your radiostation. Your new Mobile Xpress solution can jump-start any station

The first thing you should do is review all station promotions andon air giveaways to see how you can apply Mobile Xpress to thesepromotions. Any way you can have listener’s text in is anotheropportunity for you to collect more information on your

Make sure you include your sales staff on any of the promotionsyou do with the Mobile Xpress application. Use a form like theone below to send to your local salesmanger so they can find sponsorship opportunities for yourstation to capitalize on.

This will give your sales team the information they need to sell a sponsorship for your next Mobile Xpress promotion.

Promoting Local Events

Promoting local events becomes a breeze with Mobile Xpress Messenger.When you have a local event to promote, use Mobile Xpress to get listenersattention.

Run :15 second promos about the event and ask listeners to text in to getmore information or a discount on entry. (This means that you’ll use theKEYWORD feature… see above for more information). This is a great way tobuild you database and spark interest at your community’s local event.

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Make sure you include your sales staff on any of the promotionsyou do with the Mobile Xpress application. Use a form like theone below to send to your local sales manager(s) or interactivemanger so they can find sponsorship opportunities for your

This will give your sales team the information they need to sell a sponsorship for your next Mobile Xpress promotion.

Promoting local events becomes a breeze with Mobile Xpress Messenger.When you have a local event to promote, use Mobile Xpress to get listeners

Run :15 second promos about the event and ask listeners to text in to getmore information or a discount on entry. (This means that you’ll use theKEYWORD feature… see above for more information). This is a great way tobuild you database and spark interest at your community’s local event.

Birthday Texts

With Mobile Xpress Messenger, it is easy to tell your audience “happybirthday” on their special day. After a listener signs up for your text club,their birthday information is automatically added to the database .

Then, you can set Mobile Xpress Messenger to automatically send outbirthday messages. These messages may be sponsored with special giftsthat drive traffic into a sponsor location (free ice cream, special gift, etc).

Look at an example of a Birthday Text:

Happy Birthday FromShow This Text For ABIRTHDAY Special!Reply to this text bytextingLic’s for more specials.

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textingLic’s for more specials.

With Mobile Xpress Messenger, it is easy to tell your audience “happybirthday” on their special day. After a listener signs up for your text club,their birthday information is automatically added to the database .

Then, you can set Mobile Xpress Messenger to automatically send outbirthday messages. These messages may be sponsored with special giftsthat drive traffic into a sponsor location (free ice cream, special gift, etc).

Happy Birthday From Lic’s!This Text For A

BIRTHDAY Special!Reply to this text by

for more specials.for more specials.

Opt-In @ Local Events

At your next major station event, you can use Mobile Xpress Messenger toincrease your database entries. Using text messaging at local sportingevents is a great way to get listeners to “opt in.”

If you have access to the crowd, announce that you are holding a specialpromotion and ask them to text in to win. You can also set up “sign upbooths” to encourage listeners to sign up for your Mobile Club.

Concerts are a great avenue for you to get your Mobile Xpressapplication out in your listener’s hands. Run a contest to wintickets before the concert, and then have a kiosk set up at theevent to promote how listener could have made it to that concertfor free.

When selling local remotes, include mobile marketing as part ofthe package. Tell the sponsor they will get included on (X) numberthe package. Tell the sponsor they will get included on (X) numberof text messages, and listeners will have the option to clickthrough for their offer.

Phrase that Pays, Song of the Day, Unfair Advantage Club, Trivia, andmore!

Mobile Xpress Messenger will increase participation in any on airpromotion. Weather it is Phrase that Pays, Song of the Day or UnfairAdvantage Club: Answers to Trivia Questions,Messenger application to target listeners that show interest in these typesof promotions.

43

At your next major station event, you can use Mobile Xpress Messenger toincrease your database entries. Using text messaging at local sportingevents is a great way to get listeners to “opt in.”

If you have access to the crowd, announce that you are holding a specialpromotion and ask them to text in to win. You can also set up “sign upbooths” to encourage listeners to sign up for your Mobile Club.

Concerts are a great avenue for you to get your Mobile Xpressapplication out in your listener’s hands. Run a contest to wintickets before the concert, and then have a kiosk set up at theevent to promote how listener could have made it to that concert

When selling local remotes, include mobile marketing as part ofthe package. Tell the sponsor they will get included on (X) numberthe package. Tell the sponsor they will get included on (X) numberof text messages, and listeners will have the option to click

Phrase that Pays, Song of the Day, Unfair Advantage Club, Trivia, and

Mobile Xpress Messenger will increase participation in any on airPhrase that Pays, Song of the Day or Unfair

Advantage Club: Answers to Trivia Questions, use your Mobile XpressMessenger application to target listeners that show interest in these types

Mobile marketing is becoming more and more relevant in the advertisingworld everyday. There are some incredible benefits to utilizing mobilemarketing:

• Quantifiable marketing results through the tracking of downloads, pagevisits, and listener opt-ins.

• Incredibly high WOW factor—many customers have never experiencedmobile marketing first-hand, which allows even the smallest brand to makeits mark as a pioneer. Customers of all sizes can use mobile marketing to getall types of messages into the marketplace.

• Affordability.

• Heavy representation of a young audiencedemographic.


demographic.

• The ability to reach customers in unique and interactive ways.

This marketing gives you piece of mind that your radio stations andadvertisers messages are sticking with the listener it is sent to.

Creating sales packages for your sales team to sell is the first step inmonetizing your Mobile Xpress application. With the many promotions thatMobile Xpress creates for your station you will have plenty of opportunityto make money with this product.

44

Mobile marketing is becoming more and more relevant in the advertisingworld everyday. There are some incredible benefits to utilizing mobile

Quantifiable marketing results through the tracking of downloads, page

many customers have never experiencedhand, which allows even the smallest brand to make

its mark as a pioneer. Customers of all sizes can use mobile marketing to getall types of messages into the marketplace.

Heavy representation of a young audience—the 18 to 34 year-old


The ability to reach customers in unique and interactive ways.

This marketing gives you piece of mind that your radio stations andadvertisers messages are sticking with the listener it is sent to.

Creating sales packages for your sales team to sell is the first step inmonetizing your Mobile Xpress application. With the many promotions thatMobile Xpress creates for your station you will have plenty of opportunity

Customize an advertisers campaign by having an option to opt into the teaser ads. If a listener wants more information on aspecific ad give them direction to text for a “Complete SMS” Ad.

The Complete SMS Ad unit can be used for any type of promotionalmessage or call to action.

The advertiser should be clearly identified in the copy.

The title or header of the message should reflect the consumer query orsubscription that resulted in delivery of the full ad message copy. Forexample, if the consumer replied “HOME” to get more info on real estate,the resulting ad should have “HOME” in the first line.

Click to Call:


Phone numbers must be local or domestic to the country your ads aretargeting.

Phone numbers must be functional.

Premium destination numbers that would result in a charge that exceedsnormal phone call charges to the end user are not permitted unless theterms are fully disclosed in the ad.

45

Customize an advertisers campaign by having an option to opt into the teaser ads. If a listener wants more information on aspecific ad give them direction to text for a “Complete SMS” Ad.

can be used for any type of promotional

The advertiser should be clearly identified in the copy.

The title or header of the message should reflect the consumer query orsubscription that resulted in delivery of the full ad message copy. Forexample, if the consumer replied “HOME” to get more info on real estate,the resulting ad should have “HOME” in the first line.


Phone numbers must be local or domestic to the country your ads are

Premium destination numbers that would result in a charge that exceedsnormal phone call charges to the end user are not permitted unless the

Title Sponsorship

The title sponsorship will be announced any time the station is running atext promotion. For example, Text “Win” now to 64646 brought to you byABC Motors. The client would also be branded on the web site in the textsign up area. This is a great marketing campaign for a highadvertiser.

When running on air and online contest have a title sponsorshipavailable for the text reminders that are sent out. Theprogramming staff might send out clues and answers to textmembers. This is a great title sponsorship opportunity.

Keyword Sponsorship

Text messaging is one of the newest and most popular forms of mediatoday. With Mobile Xpress you will have the ability to sell your clientsspecific keywords for their marketing campaign. For example if you arespecific keywords for their marketing campaign. For example if you areworking with a local pizza place, then you could sell the keyword “them. They can then use this keyword to promote specials and offers bothin their radio ads and other media they might be using. For instance, “Textkeyword pizza to 74747 for more information.”

You can also use keyword sponsorships if you have a group of advertisers.Say you have a group of gas stations, you could sell a sponsorship to eachone and list their gas prices in a text message when someone send “your designated number.

Use your next sales blitz to flood the market with the “Keyword”marketing concept. Create urgency that your clients businessmight loose out on an important “Keyword” that is relative totheir business.

46

The title sponsorship will be announced any time the station is running atext promotion. For example, Text “Win” now to 64646 brought to you byABC Motors. The client would also be branded on the web site in the textsign up area. This is a great marketing campaign for a high-impact

When running on air and online contest have a title sponsorshipavailable for the text reminders that are sent out. Theprogramming staff might send out clues and answers to textmembers. This is a great title sponsorship opportunity.

Text messaging is one of the newest and most popular forms of mediatoday. With Mobile Xpress you will have the ability to sell your clientsspecific keywords for their marketing campaign. For example if you arespecific keywords for their marketing campaign. For example if you areworking with a local pizza place, then you could sell the keyword “PIZZA” tothem. They can then use this keyword to promote specials and offers bothin their radio ads and other media they might be using. For instance, “Textkeyword pizza to 74747 for more information.”

You can also use keyword sponsorships if you have a group of advertisers.Say you have a group of gas stations, you could sell a sponsorship to eachone and list their gas prices in a text message when someone send “GAS” to

Use your next sales blitz to flood the market with the “Keyword”marketing concept. Create urgency that your clients businessmight loose out on an important “Keyword” that is relative to

Couponing

Do consumers really use local web sites to get coupons?

The number of people turning to the web for coupons has soared to 36

million in 2008. That’s an increase of 10 million people from 2005.Traditionally consumers have associated coupons with the Sunday paper,but as consumers turn to the web for news they’re also looking online forsavings. In an effort to learn more about these “Coupon Clickers,”Simmons/Experian Research and Coupons, Inc. conducted a survey the2008 Printable Coupon Consumer Pulse. The research confirms the mostpopular sources for printable coupons are savings specific sites likeCoupons.com. A June Hitwise report foundmarket share for savings sites, and traffic has increased 190 percent since2007.Source:Simmons Market Research Bureau and Coupons, Inc. conducted the 2008 Printable Coupon Consumer Pulse in March 2008. Thereport compiles national consumer research from Simmons and a custom survey of more than 2000 printable coupon users.

Couponing is a great way to create revenue off of your MobileCouponing is a great way to create revenue off of your MobileXpress Messenger application. You can help you clients target tospecific demos and geographic areas. You can create the coupons

to say anything the advertiser wants to promote, as well as putting a virtualbar code right in the text message. The coupon feature is very powerfulwhen used with a specific keyword to drive demand.

Integrated Packages: On-Air, Online, MobileJust like you combine your online and oncreate packages specifically for all three mediums. Your clients will findgreat success with using all three products. The ability to reach listenersthrough the three most used media are very powerful. When creating theseproducts make sure to be smart.

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Do consumers really use local web sites to get coupons?

The number of people turning to the web for coupons has soared to 36

million in 2008. That’s an increase of 10 million people from 2005.Traditionally consumers have associated coupons with the Sunday paper,but as consumers turn to the web for news they’re also looking online forsavings. In an effort to learn more about these “Coupon Clickers,”Simmons/Experian Research and Coupons, Inc. conducted a survey the2008 Printable Coupon Consumer Pulse. The research confirms the mostpopular sources for printable coupons are savings specific sites like

report found Coupons.com has the largestmarket share for savings sites, and traffic has increased 190 percent since

Market Research Bureau and Coupons, Inc. conducted the 2008 Printable Coupon Consumer Pulse in March 2008. Thereport compiles national consumer research from Simmons and a custom survey of more than 2000 printable coupon users.

Couponing is a great way to create revenue off of your MobileCouponing is a great way to create revenue off of your MobileXpress Messenger application. You can help you clients target tospecific demos and geographic areas. You can create the coupons

to say anything the advertiser wants to promote, as well as putting a virtualbar code right in the text message. The coupon feature is very powerfulwhen used with a specific keyword to drive demand.

Air, Online, MobileJust like you combine your online and on-air products, you should alsocreate packages specifically for all three mediums. Your clients will findgreat success with using all three products. The ability to reach listenersthrough the three most used media are very powerful. When creating these

Don’t overpower the campaign with too much of one thing.Here is an example of a good combo:

25 Spots Per Week (M-F 6A-6P)1 Keyword and Coupon Package1 Banner Ad and 1 Video Gateway

Proposal based selling is a great way to package the three in one combo. Itis also great to have plug-and-play packages in place for your sales team tohave on the streets with them.

This is a good example of combining the three. Promote the clientskeywords both on their online and on air ads.

Make sure to include Mobile Marketing in every pitch. This will increaseyour number of asks, and in the end it will result in more mobilemessaging sales. Make sure your sales staff is informed and educated sothey can explain the benefits of Mobile Marketing.they can explain the benefits of Mobile Marketing.

The following pages include sample sales sales packages.

1. Text Alerts for Breaking News and Weather2. Contest Sponsorships3. Keyword Sponsors

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Don’t overpower the campaign with too much of one thing.

Proposal based selling is a great way to package the three in one combo. Itplay packages in place for your sales team to

This is a good example of combining the three. Promote the clientskeywords both on their online and on air ads.

Make sure to include Mobile Marketing in every pitch. This will increaseyour number of asks, and in the end it will result in more mobilemessaging sales. Make sure your sales staff is informed and educated sothey can explain the benefits of Mobile Marketing.they can explain the benefits of Mobile Marketing.

The following pages include sample sales sales packages.

Text Alerts for Breaking News and Weather

Breaking News & WeatherBreaking News & WeatherText AlertsText Alerts

Stay at the palm of our listeners hands with news &Text Alerts. Each time a news or weather alerts is

sent to our5,000sponsored by your business.

Your business will also have the abilityto have listeners respond to the text to receive a

Did You Know?According to the Mobile Marketing Association, 53phones use text messaging at least daily/weekly.

Breaking News & WeatherBreaking News & WeatherText AlertsText Alerts

Stay at the palm of our listeners hands with news &Text Alerts. Each time a news or weather alerts is

5,000 listeners the message will besponsored by your business.

business will also have the abilityto have listeners respond to the text to receive a

special offer.

What Do I Receive?

According to the Mobile Marketing Association, 53% of Americans that use cellphones use text messaging at least daily/weekly.

•1 short SMS message at the end of eachbreaking news or weather text. Click thruavailable to special offer.

•Inclusion in all on air promos about news &weather text.

•Logo and link on text club page onWDMO.com

Total Investment:

$___________

MobileMobile Text MessageText MessageContestContest SponsorSponsor

Each and every day at WDMOmembers of our text club receive

text about hints, clues andanswers to our promotions on air.

We also use mobile messaging toconduct the contest. As a Mobile

Message contest sponsor, you willbe included on all promotionalcontest text message to over

5,000 listeners every day. You will

Did You Know?According to the Mobile Marketing Association, 53use text messaging at least daily/weekly.

5,000 listeners every day. You willalso receive on air promos when

these contest and promotions run.

Text MessageText MessageSponsorSponsor

you will

According to the Mobile Marketing Association, 53% of Americans that use cell phones

What Do I Receive?

•1 Short text message behind thecontest or promotional text.

• Ability to ad a special promotionaltext if a user is interested.

• Logo and link on WDMO.com inon the contest and mobile club

page.

Total Investment: $___________

MobileMobile Text MessageText MessageKeyword SponsorKeyword Sponsor

Grab your customers attention by offering specials thru the use ofMobile Marketing Keywords. Pick any word that is relevant to yourbusiness to promote your special offer. For example: “Text “Pizza”to 54454 now for $3.00 OFF any order”. When the listener text the

keyword the will receive a text message with a special offer andpromotion code. Use these keyword in your on air, web and print

advertising to reach your customers.

What Do I Receive?

•Choice of any available keyword.

Did You Know?According to the Mobile Marketing Association53% of Americans that use cell phones use textmessaging at least daily/weekly.

•Choice of any available keyword.

• Choice of any special offer to send to listeners that text your keyword.

• Included on WDMO.com

Total Investment: $___________

Text MessageText MessageKeyword SponsorKeyword Sponsor

Grab your customers attention by offering specials thru the use ofMobile Marketing Keywords. Pick any word that is relevant to yourbusiness to promote your special offer. For example: “Text “Pizza”

now for $3.00 OFF any order”. When the listener text thekeyword the will receive a text message with a special offer andpromotion code. Use these keyword in your on air, web and print

advertising to reach your customers.

What Do I Receive?

Choice of any available keyword.

According to the Mobile Marketing Association% of Americans that use cell phones use text

Choice of any available keyword.

Choice of any special offer to send to listeners that text your keyword.

WDMO.com Mobile Keyword section.

Investment: $___________

mobile marketing manual

Documents