Transcript Traditional Marketing Has Its Challenges…

Mobile Marketing
At-A-Glance
What does Z MOBILE Marketing do?
What we do is simple! We help businesses take their message to
the most effective modern day marketing vehicle - the mobile
phone. And, we use these mobile technologies to drive
customer response rates between 17-30%.
Traditional Marketing Has
Its Challenges…
• Email: Facing both spam issues and
consumer annoyance
• Direct Mail: Expensive, limited response rate, and
does not capture database for future marketing
• TV: Expensive “shot gun” approach that is showing
continual declining response rate numbers
• Newspaper/Magazines: Down double digits
Mobile Presents a New Opportunity…
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98% Reach Rate
Response Rates: Average 17-30% when done properly
Consumer Demand for mobile solutions is dictating the need for fast, tothe-point communications
Timing is Perfect: Promotions/alerts can be sent any time of day, allowing
for pinpoint accuracy of delivery
Reminders: Can combine reminders with coupons to convert “on the
edge” customers
Longevity of accurate information: Cell phone numbers rarely change
Participation: Engaging current clients with a purpose that is relevant to
them NOW, will enable you to engage them LATER
No spamming issues
Social Media: Z Mobile text messages can be posted to Facebook
and/or Twitter accounts quickly and easily
Viral Component: Receivers can forward to a friend instantly
A few businesses are just beginning to see the benefits of mobile…
Carrabba’s Italian Grill SMS program sees 68 percent redemption rate
By Giselle Tsirulnik
June 16, 2010
Carrabba’s Italian Grill tested an SMS program in the Orlando market that
resulted in a 68 percent redemption rate on offers pushed out to 627
consumers. The text message campaign was meant to build a database
of names to which Carrabba’s could then promote multiple services at a
time of the day when customers are most likely to be influenced. The
campaign also aimed to further engage customers and learn more
about their interests while deepening Carrabba’s brand awareness and
technological advances.
“We wanted to drive specific components of our business on a hyperlocal basis that are meaningful to our managing partners and will assist in
increasing traffic and overall restaurant sales,” said Jamie Miller,
marketing manager at Carrabba’s, Tampa, FL.
"The SMS campaign was a natural fit for our organization.
We want our Hooters Girls and Managers to interact with the
customers and this campaign is a fun and effective way to
accomplish that goal. In addition, with this extensive database
of customers, at the push of a button - we can effectively
communicate to our customers with the events and specials
that they want to receive from Hooters.”
RESULTS - In the first week, Hooters was able to build a database of
1,494 subscribers to the text club. After 30 days-4,401 and still growing.
In addition, with the activation campaign, Hooters is offering an
incentive to come back to the restaurant within 7 days of subscription.
Based on the number of redemptions and sales as a result of this initial
campaign, Hooters has seen a Return on Investment of over 150%
including all set up fees, along with the marketing and incentive costs.
Month two ROI anticipated to exceed 400%.
Who Could Use a
Z Mobile Business Solution?
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All retail establishments;
grocery, clothing, etc
Bakeries/Coffee shops
Bars/Nightclubs
Health/Sports clubs
Video rental stores
Auto/Boat dealerships
Media Stations
Educational Institutions
Alumni organizations
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Doctor/Dental organizations
Charitable organizations
Golf courses/ Pro shops
Merchant companies
Subscription-based
organizations
Politicians
Churches
And many more!
Critical Success
Factors for Businesses
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Buy-in from the top
Staff training on system
Proper signage – Call-to-Action
Media Integration – Add mobile
to existing media investments
and vehicles
Proper Offer
Timing of Promotion
Value of Promotion
Frequency of Promotion
Building the Mobile Database
is easy with these methods…
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Establish incentives/concepts to
promote reason for opt in
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Email To Mobile Campaigns
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Mobile Widget on all Websites
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Tag keyword/short code on all
existing media
Signage with text incentive
Example of a mobile widget on a website
Establishing incentives/concepts to
promote reason for opt in makes sense…