optism permission marketing event 2011 thomas labarthe
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Secrets Behind Generating 25% Response Rates
Thomas Labarthe, Vice President Mobile Advertising, Alcatel-Lucent
October 3, 2011
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Business as usual
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The business of engagement
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Engagement through conversations lead to long term relationships
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Dialogue
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Year X
Consumers’
Engagement
Dialogue
2
Dialogue
…
Dialogue
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Dialogue
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On-going conversation
Consumers’
Engagement
Campaign
#1
Campaign
#2 Year X
• Occasional touch points
• Fragmented engagement
• Low interactivity • High interactivity through Dialogue
• Re-engage with audience from previous campaigns
Traditional model
Adapted from: mobileSQUARED
“THE NEXT BIG THING !”
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Source: Flickr, Yes South London
It starts with the
Opt-In
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Once we have Permission we need to build Profiles and Preferences
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Preferences require constant fine tuning to remain relevant
Image: Marcus Penna
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Creating engaged audiences – the results (EMEA Deployment)
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16% Opt-in rate based on basic SMS invitation – without reward
50,000 Opted-in within first 10 days of soft launch
30% Average response rate to Dialogue campaigns Maximum 55% to date
1,000,000 Opted-in during a 2 month period
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1,800,000 Opted-in since launch
Keep it relevant
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Did you know that using your VISA Debit card at any store gives you a chance to win prizes up to 150,000LE? Reply free of charge 1=Yes 2=No
Visa Case Study
• Encourage use of Visa debit card while shopping
•Targeted to Arabic speaking users
Over 25 • Sent just before the Weekend
• Text Dialogue was used for the campaign format
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Using VISA Debit card at any store gives you a chance to win prizes! To get one contact your bank now! visamiddleeast.com
Make sure to use your VISA Debit card this weekend for all your purchases for a chance to win prizes! visamiddleeast.com
Reply 1
Reply 2
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Response Rate / Hour Based on Relevance
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Insights
• Different behaviour patterns between the Low Spenders & High Spenders • Low Spenders were more active with the campaign across every hour of the day • Time of day matters more for High Spenders
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Low Spenders High Spenders
Interests Drive Responses
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Insight
• Higher Response Rates on Business, Culture, Entertainment, Family, Special Offers, Travel • Lowest Response Rates for Cars, Fashion, Sports • New insight for brand on users interested in Music and Technology • The response rates are always consistent with the Low Spenders & High Spenders segmentation
Low Spenders High Spenders
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Demonstrate Value
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The new VW Touareg has been unleashed by Universal Motors. Do you want to know more? 1= Yes 2= No Reply for free
Volkswagen Case Study
• Raise Awareness that the new Volkswagen Touareg is available for sale
• Targeted to people interested in Cars
• Leveraging Text Dialogue format
• Completely free to reply
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Campaign Results 30% responded to the campaign
90% of all respondents wanted more
information
35 – 50 and over 50s were most
responsive
Males and Females were equally
responsive
The redesign of the VW Touareg comes with optimised engines, new interior, faster, lighter and easier to handle call Universal Motors on 0302243434 for inquiry
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Do you know which star from Real Madrid made his choice to play with the new adidas Predator shoe? Reply for free 1=yes 2=no
adidas Predator Case Study
• Raise awareness of the new adidas Predator shoe
• Targeted to Arabic and English speaking users Under 50, Males and interested in
Sport
• Rich Dialogue was used for the campaign format
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You knew it was Kaka? "Own the Game" and visit adidas stores now for the new shoe collection of adipower Predator
Do you know which star from Real Madrid made his choice to play with the new Adidas Predator shoe? Reply for free 1=yes 2=no
Campaign Results
• 27% (Arabic), 19% (English) responded to the campaign
• 15-24s were most responsive (35.5%)
• 73% of Arabic speakers learned about adidas’ sponsorship of Kakà
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• Foundation of a strong opt-in database is based on trust and transparency
• Constant fine tuning of preferences is critical
• Keep people engaged with things they care about, when they care about it
• Provide value, be useful, campaign wording is everything
Want more insights?
Check out our Behind Closed Doors session 14:15 – 14:45
The Milkman is Back
Mihai Vlad, Head of Insight & Audience Management, Alcatel-Lucent
Formula for consistent response rates
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