Download - The new business advantage 05 24_2010
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The New Business Advantage
The Benefits of Mobile (SMS) Marketing
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Customer Initiated, Customer Generated
• Customers have to request promos/offers to get them
• Customers will not cry “SPAM!”• If they weren’t interested, they wouldn’t have
texted in• Customers can “opt out” at any time by simply
replying “STOP” to any message
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The Business
SMS Gateway (Aggregator)
(companies that are certified to provision the SMS gateway from multiple carriers)
Sprint
AT&T Verizon
Mobile Marketing Provider (Harness Mobile)
Participating Businesses
End User (Customer)
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Types of Gateways (Aggregators)
• Tier 1 – Has agreements/software in place that communicates with all major and most minor wireless carriers (Open Market, MX Telcom, Motricity, mBlox)
• Tier 2 – Has agreements/software in place that communicates with most major and minor carriers
• Tier 3 – Has some agreements in place…
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Short Codes
• Dedicated Short Codes purchase for one business- (i.e., Walmart, Pepsi)
• Dedicated short code(s) to be shared. (HMobile, Hip Cricket, Sumotext)
• Resellers of shared shortcodes- (buy rights to sell keywords to clients.) – Cookie cutter applications, non-modifyable.– Smaller margins, usually more expensive
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Why Harness Mobile?
• HM is run through a Tier 1 Gateway, Open Market
• HM owns a dedicated (5 digit) short code. • HM has a completely customizable, scalable
software/application platform that will grow with and adapt to the changing market.
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The Market
• The secret is out, mobile marketing is the new platform for effective customer contact
• # of text messages doubled from the June 08 to June 09 in the US
• 53% of texters are 35+• 25-49 age group, 72% use text messages• 18-24 age group…just about everyone!
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Easily Build A Strong Client Database
• Re-market to existing opted in customers• New customers constantly opting in• Develop customer profiles by sending
identifying questions to respond to• A strong or creative/fun offer will spark a viral
response ( forwarding your offer to friends/family)
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Track/Measure Existing Marketing and Advertising Efforts
• Mobile Couponing, Text2Win, Polling, VIP Clubs, Customer Loyalty Programs, Trivia, etc.
• Individual keywords for each marketing effort– “Text PIZZA1 to 27922 for instant coupons” (in the local paper)– “Text PIZZA2 to 27922 for instant coupons” (on a flyer)– “Text PIZZA3 to 27922 for instant coupons” (in ValPak)
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Real Time Marketing Messages Based on Real Time Market Conditions
• Slow Day? Send out a great special to get customers in the door.
• Surplus of Inventory? Send a BOGO offer• Send out lunch specials at 11:30• Send out Happy Hour Specials at 4:30• Static ads are now interactive and
modifiable at a seconds notice
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Your Messages WILL get Read!
• Junk email? Filters? Spam folders? • No such thing with SMS
• 160 character limit- you will get to the point quickly• You customer wanted them in the first place!
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Higher Conversion Rates
• Text messages have a 94-98% read rate (in comparison, click through B2C promotional email marketing campaigns often range from about 2% to 12%. – Lyris)
• 30-40% average conversion rates– Why?
• Leave a paper coupon at home, it stays at home. Leave you cell at home, you go back and get it!
• Customers get messages while they are already out and more likely to purchase
• Customer always knows where to find the coupon
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“Green Marketing”
• No additional paper• No “coupon cutting”