Presented by Frank Cowell Elevator President & Founder How to make mobile marketing work for you.

Mobile Marketing Text/SMSMobile WebsiteMobile App

Why Text Messaging? As of March 2010, mobile subscribers in U.S. exceed Internet Users by 63m Text message have an estimated 95% ‘open rate’ - compare with at around 2%! 60% of mobile subscribers are active text message users The number of text messages now exceeds number of calls by a factor of 3 “Smartphones” are expected to reach a penetration rate of 50% by mid-2011 Viral nature allows for easy forwarding

New Paradigm: Mobile Consumers & Text Mobile device replacing PC as primary channel for communications Mobile subs in U.S. 1 exceed Internet Users by 63 Million 60% of U.S. subscribers use text, usage flat 2 More consumers use text messaging than regularly use 1 – CTIA, March – Pew Internet Project, July billion texts per month! ~93% of US pop. ~

Average Mobile Call Length CTIA Mid-Year 2010 Report. ctia.org Less talking, more texting and mobile information access!

How it Works Sign-up with any number of companies offering text message marketing Select a “Keyword” for your business. Example: ELEVATORAGENCY Promote your keyword. To subscribe, people will text your “Keyword” to a “Short Code”, offered by your text message marketing vendor. Example: Text ELEVATORAGENCY to You send short text messages (140 characters or less) to your subscribers.

Ways to Promote Your Keyword Website Social Media Dedicated Landing Pages On-site Signage Advertising Vehicles Billboards

Ways to Promote Your Keyword Website

Ways to Promote Your Keyword Dedicated Landing Page

Ways to Promote Your Keyword On-Site Signage

Ways to Promote Your Keyword Advertising

Ways to Promote Your Keyword Vehicles

Ways to Promote Your Keyword Billboards

Ways to Promote Your Keyword Multimedia

Ways to Use Text Messaging Coupons Last Minute Deals New Products/Menu Items Events Contests Polls Request Appointment/Reservation

Case Studies Individual location of national food chain sends out a message to 650 subscribers, 750 people respond A Southern California streetwear retailer sells $20,000 in just three hours. Sent text to 1,200 people, over 230 showed up (close to 20% response rate). Hilton has used and experienced 10-25% increase in response rate when compared with other communication mediums A doctor uses text messaging to send appointment reminders, dramatically lowering “no show” rates Dunkin Donuts sees a 21% increase to in-store traffic as a result of a 99 cent latte promotion

Staying Out of Trouble m-SPAM Act of 2009 Opt-in via mobile keyword or sign-up forms - EXPLICIT PERMISSION Use a service - don’t attempt to send via Segment your subscribers - targeted messages are better Don’t overwhelm with too many messages

Getting Started Develop a strategy and communication calendar Select a provider Promote your keyword Communicate based on communication calendar Measure everything!

Continuing the Conversation Frank Cowell