Transcript mobile sms/mms campaigns

Mobile Media
Who We Are
•
Leader in Mobile Information Management
TRL manages data on behalf of Mobile Content Providers & Carriers
Aggregating, profiling, filtering, millions of wireless users
•
Leader in Mobile Data Management/Data Marketing
Managing 6 Million wireless double opt-in users in North America
Managing 6 Million wireless double opt-in users in Europe
•
Delivering a Key Component of the Mobile Industry
Helping clients to target mobile users with the right message at the
right time
Increasing ARPU by leveraging existing audience with the appropriate
tools
Our Mission
•
Become the reference in mobile user information management
Increase results by introducing relevant services & offers to the right users
Maintain mobile user databases to reduce your marketing losses
Ultimately become your partner of choice for mobile data marketing
•
Manage the largest database of opt-ins TRL compliant
Aggregate many lifestyle databases with various criteria's of selection
Provide the best quality of data in the market place
Always adding new databases locally and internationally
•
Ultimately help each party to benefit from our services
Generate new revenue stream to carriers and data owners
Leverage the innovative marketing medium for the brands and marketers
Provide user with relevant content, offers and services
PUSH Campaigns:
Mobile Marketing
Introducing Mobile Plus
The largest double opt-in, profiled SMS/MMS database: a total reach of over
12 million profiles in North America and 6 million in Europe. The database is
composed by registered users opt-in to receive m-coupons, promotions and
alerts that are relevant to them.
A unique profiling tool to track user tastes and to create a targeted, point of
interest advertising channel
Target users by demographics, psychographics, geographic location,
handset, carrier and more filters…
80%
68%
70%
Others
19%
60%
female
43%
50%
male
57%
T-Mobile
9%
40%
30%
20%
Nextel
8%
14%
13%
5%
10%
0%
12 to 18
18 to 35
35 to 49
49+
AT&T
14%
Verizon
23%
Cingular
16%
Sprint
PCS
11%
Users are protected from SPAM and get limited amount of promotions per
month: 4 SMS max. Easy Opt-in/Opt-out mechanism in place.
Americas Largest Double Opt-in Mobile
Messaging Database 12,000,000 names
12 million
opt-in users
•
•
Gender
Male
•
Female
•
Age group
•
Under 18
•
18 to 24
•
25 to 34
•
35 to 44
•
45 to 54
3
•
Over 55
1
•
Geography
•
Top 51
•
Next 102
•
Next 103
13
•
Last 25
12
Gender split is
52 representative of the
48 general population
demographics
7
28
9
24
52 Significant penetration
in the youth and young
professionals market –
the segments that are
most receptive to
wireless interaction
51 High penetration in the
highly populated areas
and cities
Data Quality Control Process
• During our Quality Control Process, each data partner needs to
meet the following criteria:
– Partner has a opt-in/opt-out process in place OR will implement an
opt-in/opt-out process prior to going live with TRL
– Partner will agree to not push more than 4 SMS per user per month
MAXIMUM
– Partner will agree to opt-out users from the marketing program if it
is requested by the user
– Partner will select TRL as its exclusive agent in order to insure the
consistency of the workflow and the protection of each user.
Mobile Coupon Offers
New Messages
 Circuit City Offers
 John
 Alison
 1 647 262 7282
 John
Number
More
Special offer
Spend $100 at
Circuit City and get
10% off.
Code: ABDUEN54.
Reply
More
Point of Sale
Redemption at
Circuit City
with coupon code or
mobile number of
cardholder
Creating value on mobile
coupons
Advertiser
Objectives
TRL
Consumer
Profile
Courtesy of
*Brand1*
WAP Push
Customized
Promotional
offers
Courtesy of
*Brand2*
Courtesy of
*Brand3*
Want 10%
off at
Brand X
and a free
Britney
Wallpaper?
Click here!
Turn Key Data Marketing
Advertiser
Target Audience
Service Definition
User Acquisition
Services & clubs
and/or
Aggregator & Carrier
Connections
Qualified
Numbers
database
Service
Provisioning
Mobile Campaign/Content./User Management
Content-based Promotional
Offers
• Mobile phone customization has been a hit. Why?
Mobile content helps consumers define their identity through
a ringtone, a wallpaper etc
• TRL provides qualified consumer information before
sending any offer
So before, you try to reach consumers through mobile. Better
get it right!
• TRL only delivers the content
consumers desire
Promotion: Britney’s Perfume
Objectives:
 Drive fans to listen to new
single
• Create viral buzz among
core audience.
• Offer Britney txt club
members added value
Engine:
 350,000 SMS sent to
females 15 to 25 in North
America
 Handles all inbound
responses via IVR.
Handles reply from users
for more info
Results:
 Campaign created a
strong viral buzz for
Britney’s single
 Heaviest volume of calls
to action by IVR in the
main US cities
 Creation a Britney txt Club
From: Britney
Press talk now, or
dial 1234567890 to
hear a message
from Britney,
she’s got something
for you
Talk
Original message
sent to 350,000
female users
between 15 and 25
years old in North
America
More
From: Britney
You have opted-in to
receive messages
from Britney.
To opt-out go to
gpsms.com
Reply
All respondents
sent notification
confirming
registration to
Britney txt club
More
Coca- Cola Zero Promotion…….
Objectives:
 To create buzz for the new Coca-Cola Zero
 Announce availability at 7-Eleven stores to targeted cities
Targeted text message
sent to 96,000 M/F in
Dallas, Chicago,
Orlando
From: Coca-Cola
Results:
 Campaign created a strong
viral buzz of new Coca Cola
Zero
 Drove consumers to 7-Eleven
to purchase new Coke Zero
 Coca-Cola was able to add
mobile to existing marketing
promotions for new soft drink
New Coca-Cola Zero
Now available at your
Neighborhood
7-Eleven. Real Coca
Cola Taste + Nothing.
4 more info @
www.cokezero.com.
Reply Stop 2 End
All callers were
alerted of the new
Coca-Cola Zero sold
at 7-Eleven stores
Now!!!
FOX BOUNCE movie promotion…….
Objectives:
 To create buzz for upcoming FOX movie – FOX Bounce
 Offer and enrol to receive free ringtones, wallpapers
Targeted text message
sent to 23,000 female
users aged 13-16
From: FOX
Results:
 Campaign created a strong
viral buzz about the upcoming
movie
 Awareness and recall
FOX ROLL BOUNCE
hits theaters on Sept
23. Reply ROLL 4
Updates, free
ringtones, and
Wallpapers and your
Chance 2 meet BOW
WOW
Bookbyte College
Promotions…..
Targeted text message
sent to 40,000 M/F
users aged 17-22 in
US
Don’t ever pay 2 much 4
textbooks. Check out
www.bookbyte.com to
Save $$ now. Call
1-800-545-7385. 2 get
Promo#. We buyback
textbooks 2. Reply
STOP to End Alerts.
Objectives:
 Alert college students of
new website
Results:
 Users replied per Call to
Action. Online retailer was
able to add mobile mix in
advertising medium
Timberland.com
Save 40% & get Free
Shipping at
Timberland.com
Sept 15-19 using code
FRIENDS at checkout.
Pass it on & checkout
The custom boots!
Reply STOP to End Alerts..
Targeted text message
sent to 20,000 M/F
users aged 16-25 in
US
Objectives:
 Offer incentive to targeted
users to purchase
Timberland products
Results:
 Increase traffic on website
and drive consumers to
take advantage of time
sensitive promotion
Show Promotion: The OC…….
Objectives:
 To create buzz for the OC episode Thursday night
• Offer and enrol “OC txt club”
Targeted text message
sent to 66,000 female
users aged 12 -24
From: The OC
Results:
 Campaign created a strong
viral buzz about the upcoming
show
 Awareness and recall  78%
<% that opened text>
Hear Mischa Barton
and Josh Schwartz
talk about creating
Marissa for The OC
press talk or dial
619-308-5016
Talk
More
All callers were
hearing a special
message from their
OC’s favorite star
We grow with you
GOAL!!
SMS
(Text)
MMS
(Pictures, Sound)
3G
(Streaming Video Clips)
Summary
The use of mobile data services is increasing dramatically
TRL is best positioned to help you fully capitalize on it
Be user specific and understand your audience behavior
Mobile marketing is hot among younger demographics
TRL is the clear industry leader in mobile user information mgnt
TRL represents a breakthrough in interactive customer response
Start now and gain market share while there is still time…
Global Media Solutions
Call today for more information
John Foster
SVP Marketing
The Right List
Tel (800)697-5977
Fax 954-317-2665
[email protected]