deck presentation: the value of mms for your marketing mix

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Multimedia Messaging Service (MMS) Marketing

• Industry leading technology and services make it fast and easy to create, manage and analyze mobile marketing campaigns and content delivery initiatives worldwide

• Award winning iLoop Mobile Platform for creating state-of-the-art SMS campaigns, mobile sites, mobile coupons, CRM & LBS segmented messaging, apps and other mobile marketing initiatives

• Industry leader in mobile marketing strategy, managed service campaign delivery and professional services

• Campaign design that achieves mission critical marketing objectives, answering the individual needs of customers

• Customers include Fortune 500 brands, agencies, media companies, and other tier-one companies

About iLoop Mobile

McDonalds: Enjoy one FREE Small McCafe. Code 34d83w Exp.1/6/10 Text HELP for help. Text STOP to cancel.

• Programs for customer loyalty, retention and satisfaction, and video/rich media delivery for publishers and media companies

• Experience: delivered over 500+ million MMS worldwide and launched thousands of campaigns

• Unsurpassed technology, campaign creative, marketing knowledge and list management to achieve client and vertical specific marketing and business goals

• Carrier grade infrastructure with device detection for optimized performance

• Direct Tier 1 carrier connections for deployment worldwide

• CRM segmented messaging & LBS

• Comprehensive QR and Microsoft Tag integration for opt-in

• Analytics to measure campaign performance

About Lenco Mobile MMS SOLUTIONS & SERVICES

o Mobile Coupons & Promotions

o Mobile Billing, Statements & Payments

o Rich Media Delivery

Complete Provider for Integrated Mobile Marketing

Cross Channel Technology

Integrated Marketing Strategy

Industry Leading Services

MARKETING SERVICES

• Integrated Marketing Strategy • Tactics and Best Practices • Campaign Design • Campaign Deployment • Campaign Management • Campaign Analytics

TECHNOLOGY SOLUTIONS

• Scalable Solutions Worldwide • SMS • MMS • Mobile Sites • Apps • Mobile Coupons & POS Redemption • Bar Codes & Microsoft Tags • LBS • CRM Segmented Messaging • APIs for Outside Integration

Mobile Enabled Integrated Marketing

IN-STORE, OOH, VENUE, ON-PACK

PRINT, CATLOGS, DIRECT MAIL

TV, RADIO

ONLINE, EMAIL, SOCIAL, SEARCH,

DISPLAY

City Café Thanx for joining, look for weekly exclusive offers via SMS and MMS. Show this message for free coffee with breakfast croissant Code 34rrt

SMS

MMS

SITES VIDEO APPS

MOBILE

What is MMS? MMS is the next step in mobile messaging beyond the 160 text characters of SMS.

What MMS has in common with SMS:

• Opt-in push messaging • Single transaction pull messaging • Instant, one click open (no surfing) • CRM-based segmentation • LBS relevance

The added value of MMS over SMS:

• More compelling messaging with rich media delivery: video, audio, images, animations, documents

• Unlimited text included with rich media • Integrated bar codes for incentive redemption/tracking • QR code and Microsoft Tag access for instant, one-

click delivery

SMS/MMS: Integrated Mobile Marketing

MMS Video & Rich Media

MMS Coupons & Graphics

Landing Page & Sites

Native Apps

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Citycafe

City Café

Thanx for joining, look for weekly exclusive offers via SMS and MMS. Show this message for free coffee with breakfast croissant Code 34rrt

SMS

PUSH SMS ALERTS

SMS + MMS Combined

• SMS keyword/short code opt-in • Deliver alert signup confirmation SMS with optional

coupon code in the SMS • Subsequent alerts can be a mix of SMS messages

or MMS messages depending on balance of price (SMS is cheaper), need for rich media/video (MMS) or other tactical factors in choosing SMS or MMS

• Both SMS and MMS can link to mobile site or app • Option: CRM-based segmentation • Option: Location aware messaging

Direct MMS: Integrated Mobile Marketing




Native Apps

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Citycafe

SMS

PUSH MMS ALERTS OR SINGLE INTERACTION

MMS Only

• SMS keyword/short code opt-in for MMS alerts or single interaction delivery of MMS/site/app

• Single interaction mode: SMS opt-in directly delivers graphic, coupon, video, site, or URL access to an app

MMS + 2D Bar Codes: Integrated Marketing




Native Apps

SINGLE INTERACTION MMS/WEB/APP DELIVERY ALERT OPT-IN VIA MOBILE WEB

QR Codes & Microsoft Tag

Scan bar code with camera to deliver MMS,

site or app

Because of its interactivity, MMS videos increase user interest and boost direct response rates as compared to text. It's also the perfect way to showcase to your customers that your business is on top of the latest technologies.

• vs email: on average emails are read within 48 hours—text messages are read within 4 minutes • vs postal mail: days vs minutes for MMS • vs radio & TV: weeks to months of production and scheduling vs hours or minutes • vs social media: immediate but fleeting as messaging slides through twitter streams or across pages—MMS messages stay on the phone until erased

Why MMS? Immediacy.

Why MMS? Engagement.

Personalized MMS—Send unique, customized MMS messages to customers so it has the most impact. Make each recipient feel special!

• vs email—300% increase in opens for sms vs email, between 60%-70% of email messages are blocked by corporate spam filters • Performance—branded campaigns have seen as high as 50% CTR and 40% lift in purchase intent • ROI—1000%+ on a branded campaign

Source: CTR Rebook campaign, Mogreet archive; Lift GMC campaign, Mobile Marketer Nov 2010; ROI BMW campaign 3G Dating Agency blog, DMA 2010 Response Rate Trend Report

Why MMS? High Response Rate.

Interactive MMS—MMS creates a more interactive and emotional appeal on mobile devices compared to SMS through elements of sound, animation, images and video. MMS creates a state-of-the-art mobile experience with powerful visual branding possibilities.

• Ability to respond directly from a message—click to call, click to web, direct POS redemption, direct product fulfillment, reply MMS or reply SMS • It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message.

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Why MMS? There’s More.

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• Cost savings in call center, postal, printing, cash handling, marketing cost, coupon redemption, packaging, labor, staff, digital fulfillment • Interactive • Two way communication • Measurability • Delivery 100%

Integrated Marketing Campaigns

New Media • MMS • SMS • Mobile sites • Applications

Traditional • Email • Radio • Print • TV

Use new media to enhance, empower, and create leverage. ! Increase Conversion

! Direct consumer touch points in TV, Radio, Print, In Store

& • In Store • Web • Social • Outdoor

MMS Influence on Marketing Objectives

Brand Engagement • Mobile Site • App

Customer Management • Mobile Database • Existing Database

Loyalty Building • Push out offers • Daily reminders • Geo-location (stores) • Check ins • Share with Community • Rewards

Valued Customers • $$$ • Conversion • Advocacy

• Awareness & Perception

• Consideration • Purchase Intent

• Conversion • Loyalty

• Purchase

Lead Cultivation • Media • TV, Radio, Print, In-store, Email • Short codes on Media to opt-in subscribers

Multi-Channel Case Study: Vodacom

Objective: Customer retention and incentivize handset upgrades when eligible

Strategy: Leverage the ease of mobile for campaign objectives with benefit of decreased call center traffic

Tactics:

“We have been able to grow our upgrades figure 50% year on year and we currently have a 33% hit rate on our mobile advertising campaigns, which is

significantly higher than trends with other mediums.

I can confirm that we have seen a significant increase in subscriber

upgrades via these MMS programs.” Dee Nel

National Executive Head: Call Center Operations Vodacom

Vodacom Retention Program

• Mobile portal to view upgrade status/eligibility and apply for upgrades

• Utilize multiple marketing channels to promote the upgrades and the mobile portal including TV, print, radio, MMS, SMS and mobile banner ads

• Each MMS that is delivered features a short code that users can SMS to and receive a direct link to the mobile site. Once activated, the link allows tracking of the users who access the site and measurement of exact interest.

Multi-Channel Case Study: Vodacom Measuring Results

The initial MMS campaign created buzz around the giveaway, with more information available on the mobile site once accessed.

The same upgrade procedure was followed with the Vodacom Business base—high end users with a large contract spend and low uptake on upgrades. Over a single month, the MMS with call-to-action to the mobile site resulted in a 600% increase in uptake.

Trackable, measurable, can enhance traditional campaigns

Mobile programs need defined goals and parameters. These metrics are used to determine the ROI and relative success of the program.

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Site Hits

Page Views

Page Views

Per Person

Shortcode Requests

MobiSite Upgrade Requests

SMS Reciept to Upgrade Action

Conversion

VC Upgrade Campaign

90,331 1,028,398 11 47,278 10,031 21%

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Users who received upgrade options no action, 79%!

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Full MMA Case Study: http://mmaglobal.com/studies/vcupgrademobi-vodacom-south-africas-mobile-upgrade-portal-multimedia-solutions

Vodacom MMS Video VC Upgrade – MMS Example

MMS Demos: Customer Acquisition

Acquisition

Ian Poulter: Endorsement

TMZ & XBOX: Incentive

Sprite: Viral, Referrals

Acquisition Demo Using Incentive

Incentive Sign up for TMZ and get the xBox offer

Brand sponsorship within engaging news or entertainment content with incentive offers valued by viewers

To try demo: Text DEMOxBox to 53626

1. Co-Branded Intro Image

2. Sponsor Mention

3. Video News Content

4. Co-Branded final image

Not a live campaign, demo purposes only

Acquisition Demo Using Incentive

Incentive Profile capture with incentive and rich media pitch

Tag can be displayed in any traditional media channel, sending user to view promotional video and apply to become new customer with bonus incentive

To try demo: Scan Microsoft Tag


Acquisition Demo Using Product Information

Information Celebrity endorsement of product

Acquire new customers with celebrity endorsement, and drive traffic to brand destinations for messaging opt-in and preference/profile capture

To try Demo: Text DemoIAN to 53626

1. Branded Intro Image

2. Theme Intro

3. Endorsement

4. Motto

5. For more


Acquisition Demo Using Referral

Referral and Viral Send a message to your friends

Integrate mobile sites and other mobile interactivity for cross channel marketing with MMS.

Increase awareness and engage new registered or opt-in users to build your customer database.

To try demo: Text ViralCall to 53626

1. Intro Image

2. Video

3. “Call”

4. Call to action


MMS Demos: Customer Retention

Retention

City Coffee: Rewards

Bing: Promotion

Starwood: Loyalty

Retention Demo Using Promotion To try demo: Text DemoBING to 53626

4. New Promotion

Immediacy

Engagement Response

Engage with your customers with MMS videos. Include immediate, actionable choices like click to call, mobile site lead forms, or payment gateways for quick response.


Retention Demo Using Rewards

Rewards Microsoft Tag opt-in to coupon rewards and more!

Microsoft TAG Demo Snap the TAG to explore a mobile incentive site

Live Demo! Scan this Tag!

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Barcoded Mobile Coupons


Brand and Retail Promotions


Retention Demo Using Loyalty

Loyalty Customer loyalty statements

Extend post transaction engagement with your loyal customers enhancing your brand awareness or message.

To try demo: Text Starpoints to 53626

1. Custom Intro with loyalty points

2. Video

3. Offer


MMS Billing/Statements/Payment • Delivers billing and statement information directly to mobile phones in MMS format

• Enables time sensitive, personalized, high volume delivery

• Delivery report option proving reception of statements by the consumer

• Personalized for each individual customer much like a paper letter

• Fully integrated with secure mobile sites with customer’s account information

• Reduce paper and postage needed to communicate with customers

• Ideal for financial services, health care and customer care applications

Thanks, we’d be glad to answer any questions and schedule a demo of the our solutions and services. Contact: [email protected]