Mobile Text Message
Advertising for Retailers
Using the comprehensive suite of SMS Mobile
Marketing Tools from INLINK Technologies to
help you reach your marketing objectives.
Harold Brown
7247 W Colt Drive • Boise, ID 83709
ph: 208-362-6611 • cell: 208-949-0809
www.mobileadvertisingedge.com
hbrown@mobileadvertisingedge.com
Mobile Text Message Advertising for Retailers
Table of Contents
Text message advertising dominates mobile advertising today. .................................................................. 3
3 big reasons why SMS text message advertising holds the top spot ...................................................... 3
How SMS text message advertising works ................................................................................................... 4
Making text message advertising work for your organization ..................................................................... 5
Strategy Considerations ............................................................................................................................ 5
Campaign Objectives ................................................................................................................................ 5
Building the Golden Opt In List ..................................................................................................................... 6
Incentivize the opt in. ............................................................................................................................... 6
Reaching prospective consumers ............................................................................................................. 6
Using the INLINK Technologies suite of marketing tools .............................................................................. 7
Messaging Tips ............................................................................................................................................ 10
Pricing.......................................................................................................................................................... 11
Premium SMS Tools included in the plans .............................................................................................. 11
Premium SMS Tools information ............................................................................................................ 12
Basic Mobile Marketing Tools ................................................................................................................. 13
Harold Brown • 7247 W Colt Drive • Boise, ID 83709 • ph 208-362-6611 • cell 208-949-0809
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Mobile Text Message Advertising for Retailers
Text message advertising dominates mobile advertising today.
Mobile marketing is growing at break-neck speed. By 2015 mobile marketing is predicted to be
the dominant mode of online advertising. Retailers are among the first to adopt and embrace
mobile marketing and advertising.
Text messaging, also called SMS, for short message service, has exploded in the United States.
According to CTIA, the wireless industry trade group, the 3.5 billion text messages sent and
received every day now exceeds the number of cell phone calls per day. Text message
advertising has grown along with the overall growth in text messaging among consumers.
3 big reasons why SMS text message advertising holds the top spot
1) Popularity of the mobile phone and texting
The mobile phone is the most pervasive media device on the planet, with 70 percent of the
world's population having mobile access. Every one of those handsets is capable of sending and
receiving an SMS messages. And over 80 percent of mobile phone subscribers use SMS
regularly.
2) Staying power
When it comes to mobile messaging, despite the stunning growth of smart phones,
applications, mobile email, Web applications, IM, social media and multimedia messaging
SMS texting is still king. Consumers still love text and more and more marketers are
recognizing the marketing power of text message advertising.
Text is far more widely available and more affordable for the majority of consumers and almost
all mobile users know how to use SMS. Not so for other mobile media. For the foreseeable
future SMS will remain among the most used mobile applications along with voice calling.
3) Consumer acceptance
SMS text messaging has already become an accepted channel for free and paid-for mobile
services, such as news alerts. Consumers have become willing subscribers to opt-in services
where they receive mobile marketing messages.
Text messaging isn’t just for kids anymore. According to a September 2, 2010 report from the
Pew Internet and American Life Project, Cell Phones and American Adults, 72% of US cell
phone users age 18 and over now send and receive text messages—up from 65% a year ago.
The bottom line; many of your customers and prospects already text. They are comfortable with
it. They respond to mobile promotions. Smart marketers fish in pools where the prospects and
customers already are. Today, the prospects are in the mobile pool and more are joining them
every day.
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Mobile Text Message Advertising for Retailers
How SMS text message advertising works
The first thing to know about SMS text message advertising is that it is a form of permission
based marketing. Before sending marketing messages to a consumer that consumer has to
initiate the relationship by sending a text message to the advertiser. Here are the steps associated
with launching your text message campaigns.
1. Promotion: Consumers respond to a promotion asking them to text a keyword to a short
code, a five or six digit series of numbers or letters. (Example: Text CONNECT to
60674 for a free drink with your next meal.)When consumers opt in they are raising their
hands and telling you they are interested in having a text conversation with your
company, an ongoing dialog. You have been invited into their world as a welcome guest.
2. Auto Reply: When they opt in a reply message is instantly sent to them and their
information is added to your online subscription list. The auto reply message should
fulfill the promise made by the offer that motivated the opt in. This is the first step in
building a relationship with the person who opted in. It is a great place to put instant
gratification to work for you in a positive way. Be sure to thank them for opting in.
They can also leave the conversation by opting out at any time by replying via SMS text
message with the words STOP, thus taking their cell phone number off of your subscriber
list.
3. Log on and advertise: Once a consumer has joined your subscription list, your golden
database, you can log on to your INLINK Technologies account send them additional
text messages containing text coupons, special offer notices, giveaways, news about your
company, links to images information gathering forms or surveys.
4. You can use your subscription list at any time for personal follow-up phone calls or mass
text messages. You can mass message everybody who responded to your campaign or
select a group of contacts with the click of a button. You aren’t limited to gathering just
the phone number. You can use the forms function available from INLINK
Technologies and gather more information.
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Mobile Text Message Advertising for Retailers
Making text message advertising work for your organization
Think of mobile text advertising as an interactive direct response medium, one that creates an
ongoing dialog between your establishment and consumers. It is a tool for connecting with
people, telling them about something of interest to them and soliciting a response. It eclipses
traditional direct response platforms because it allows you to connect with people instantly,
conveniently and seamlessly -- and it is highly personal, actionable and targeted.
Strategy Considerations
Successful mobile advertising campaigns are typically well integrated with existing marketing
strategies, channels and programs. Mobile campaigns can add synergy to existing campaigns
through the elements of immediate contact with consumers accompanied by a call to action.
One of the keys to increasing advertising ROI is creating ongoing mobile marketing campaigns
instead of one-off promotions. The key to mobile advertising success is developing an ongoing
dialog with customers through a series of messages.
Campaign Objectives
It almost goes without saying, the cornerstone of successful mobile campaigns is deciding what
you want to accomplish. Mobile advertising objectives typically fall into several larger categories
such as these;
Increasing overall revenue
Increasing revenue per customer
Customer acquisition
Customer retention
Building brand
However, drilling down a bit deeper you may want to consider the following as is a starting place
for thinking about where and how to employ mobile advertising campaigns in your organization.
Company-wide
o Build company brand name awareness
o Drive foot traffic to all locations
o Promote company-wide events (sales, closeouts, new products,
sweepstakes/raffles etc.)
o Develop loyalty group or groups with exclusive offers to opt-ins members.
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Mobile Text Message Advertising for Retailers
o Develop the database for future promotions
Store location specific
o Drive foot traffic to specific locations
o Serve location-specific customers or demographic groups
o Promote location events; sales, closeouts, new products, sweepstakes/raffles etc.
o Promote departments, categories, brands or items
Departments
o Drive foot traffic to specific departments
o Create a loyalty group for specific departments
Brands
o Promote brand adoption and use
o Create brand-specific loyalty groups
Items
o Promote product adoption and use.
o Drive foot traffic with product announcements, specials, closeouts and so on.
Events
o Promote in store events
o Promote traditional advertising as events with tie-ins. Example send a message
announcing a discount for texting a specific keyword found in a newspaper ad.
Building the Golden Opt In List
Incentivize the opt in.
Give consumers a reason and a reward for opting in. Consider special offers, giveaways,
coupons or membership in an exclusive group. Mobile response is instantaneous. Reward your
new opt-ins in your auto reply message. Make it meaningful and relevant to the promise that
motivated them to opt in.
Incentivizing the opt-in has become such a common practice among successful mobile
campaigns that failing to incentivize the opt-in could be detrimental to your program, especially
with consumers who are accustomed to being rewarded for opting-in.
Reaching prospective consumers
The number of methods for getting opt-ins is as varied as the number of consumer touch points
available to your businesses. Here are some of the more common approaches being used today.
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Mobile Text Message Advertising for Retailers
Advertising media. Virtually all media can be used by simply adding the request to the
campaign.
In-store: Use every available touch point within stores to promote opt-ins. Include outdoor
signage as well. Consider adding stickers to products as a take-away promotion.
Online. Ask people to sign up for your service on your website.
Social Media. Use Facebook, Twitter, YouTube, LinkedIn or other popular social media to
target and reach younger consumers and likely early adopters of text message advertising.
Microblogging. Twitter is the most popular microblogging site in the United States. Tweet to
promote opt-ins.
Email.. If you are currently emailing an opt-in list, simply promote the service to your list. Use
membership in a mobile loyalty club as an incentive for email opt ins for your ezine. Promote
mobile opt-ins on employee email signatures.
By phone invitation. Retailers with an existing database of mobile phone numbers can send a
one-time only message inviting recipients to opt-in.
Word of mouth. Enlist your employees as word of mouth touchpoints. Educate them about the
program and enlist them to spread the word and reward them for doing so.
Find other ways to encourage people to get the word out on social networks, through contests, on
workplace bulletin boards and anywhere else you can think of that will generate word of mouth
buzz about your campaigns.
Using the INLINK Technologies suite of marketing tools
INLINK Technologies offers a comprehensive suite of SMS mobile marketing tools that will
allow you to interact with consumers in ways that encourage participation and engagement and
provide you with additional marketing information.
Coupons: The stars of the mobile advertising show.
While mobile coupons have been around for the better part of a decade, they were not widely
available or used until recently. Today mobile coupons hold the number one spot in usage and
consumer acceptance in the mobile marketing arena.
The easiest way start using coupons is creating a text or image coupon that the consumers
present by displaying it on their cell phones. The coupon code is then entered at the point of
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Mobile Text Message Advertising for Retailers
purchase. Text messages can be accessed by almost all cell phones. Consumers must have a
smart phone to access images, posing some limitations to image coupons.
Some of the more common uses of mobile coupons by retailers include the following:
Price Reductions. Typical coupon price-off approach with instant delivery and call to
action.
Buy one-get-one free.
Multiple-item purchase. The savings is tied to the consumer buying more than one of a
given product.
Cross-ruff coupons. A package coupon gone mobile. Customers obtain the coupon
following a purchase, typically via a promotional message in or on the product package
or at the checkout. The consumer is then entitled to a future coupon on a specific product
or brand after they respond by texting a keyword to a short code.
Universal coupon. Pioneered by manufacturers to promote specific product lines, at the
retail level the universal coupon is a high value coupon good on multiple products within
a specific location, department, category or brand.
Giveaways and Raffles.
Giveaways and Raffles are great ways to build a good mobile subscription lists. They give
consumers a reason to act and a motivation for doing so at the moment.
A giveaway is where something is 'won' every certain number of received text messages. For
example, a 50% off discount would be given to every10th person that texts your campaign. With
a raffle only one prize is given to a random winner. In either case the winners are automatically
notified by your Winner Message.
Exclusive Membership
Create content that is only available to your mobile subscribers when they sign up. You can offer
exclusive promotions, discounts, and news. For example exclusive members could receive early
notification of sales, members-only product promotions, even members-only events.
Instant Additional Information
Much like the car dealer using a campaign to deliver information about a specific model, retailers
can do the same thing with individual products. You and make information available 24/7.
Taken to another level, connecting mobile responders to an online website or video about the
product can deliver even more information while the interest is running high.
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Mobile Text Message Advertising for Retailers
Event Buzz
Your promotional events can take weeks to plan and execute and you need to get the most
amount of coverage and product awareness for every single one. Engage consumers and raise
event awareness with updates and SMS reminders of upcoming events.
Once the event has started, energize the buzz with additional messages announcing special
offers. Consider limited quantities, sweepstakes, raffles or limiting the offers to specific time
slots. If you are doing live radio or streaming video broadcasts, announce the special offer to a
new keyword and short code. In store PA systems can serve the same function as well.
Voting
Reality shows have established instant voting via text messaging as a staple of American living
that gives their audience a chance to exercise their power as a democracy. The ability for people
to interact with you through mobile voting or polling lets you tap into this relatively new
phenomenon. As you build your contact lists and encourage your customers to interact with you
by voting for their favorite product.
Deepen the engagement by announcing the winning product and conduct a giveaway or a raffle
for that product.
Customer Follow-up
Not all text message campaigns need to be initiated by an incoming message. You can manually
enter new contacts in your database. (No surprises. Get permission first.) This gives you the
added ability to follow up with your customers after the sale. Consider doing a satisfaction
survey, conducting a giveaway event for related items, special offers and ongoing coupon
promotions.
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Mobile Text Message Advertising for Retailers
Messaging Tips
Keep it simple, specific and actionable. Use your 160 characters well. Tell them what is in it
for them and how to respond. Keep the message about one topic.
Time it right. Test for the best times for your business. Test times of day and frequency. Strive
for being a welcome guest whose messages are well received and not an uninvited pest who
messages too frequently. Be consistent to be remembered and welcomed and avoid becoming a
forgotten messenger by messaging too infrequently. If you forget them they will forget you.
Get instant attention. Peak their interest – FAST. Lead with a strong attention grabber that will
grab their attention and induce the customer to read on. Test using a one or two words in capital
letters. Use proven words like LIMITED, NEW, SALE, SPECIAL, SAVE, and other time worn
attention grabbers.
Go where they already are. Remember it is all about them, your subscribers. Talk to them
about what is already important to them. (Why did they opt in?) Avoid using Text Speak unless
your demographic clearly indicates it is OK to do so. When in doubt, leave it out.
Fan the flames of desire. Create a sense of urgency. Think time-limited offers, special
invitations, exclusive offers, coupons, sales and other ways to engage the customer and
encourage them to act NOW. Hint: Fear of loss is a powerful motivator. Can you use it?
Make it interactive. Call them to action by telling them what to do. Have them click, go, vote,
save this message, complete a form or take some other action. Do surveys to learn more about
what they want to hear about. Engage them on a broader scale by inviting them to participate in
something.
Finally, imagine your subscriber is running late for an appointment. She lives in a time-starved
world where advertisers bombard her daily with countless messages. She defends herself against
the mind numbing onslaught of ads by mentally blocking them out – often without even thinking
about it.
You have to grab her attention in a flash and deliver an interesting and inspiring message to her.
If you plan to keep her as a subscriber, continue the dialog and do business with her you must not
waste her precious time or energy with off target or irrelevant information. You must deliver
what she is interested in receiving.
Your mission is to make an ongoing series of trades with her. You trade her attention for
something that she will find engaging. Something that will inspire her to take action. Something
that will make her feel good about getting future messages from your company – and responding
to them.
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Mobile Text Message Advertising for Retailers
Pricing
Plan Msg / Mo Keywords Annual 3 Month Trial Msg per Year
Copper 100 1 $99/year $29/quarter 1,200
Bronze 200 3 $179/year $49/quarter 2,400
Silver 500 5 $349/years $109quarter 6,000
Gold 1,000 10 $599/year $179/quarter 12,000
Platinum 2,500 25 $1199/year $349quarter 30,000
Additional Keywords are available for $25 per year per keyword. Keywords can be changed at any time.
Additional message credits are available for .05 (5 cents) each.
Message credits: One credit for an incoming text message and one credit for an outgoing message sent.
Example 10 opt-ins are 10 credits. A message sent to 50 subscribers is 50 credits.
Message credits included with your account are renewed for your account automatically each month on
the day you signed up for your account. Monthly message credits do not roll over to the next month.
If your usage approaches the monthly limit included in your plan an email will be sent to notify you. If
you use all the allotted message credits in a given month the account will be paused. While the account
is paused people can opt-in but no reply message will be sent and mass messages cannot be sent.
Premium SMS Tools included in the plans
Tools Function
Mass Texting Send messages in addition to the Auto Reply msg
Chain Messaging Send up to 3 combined messages at once
Giveaways & Raffles System managed giveaways and raffles
Voting & Polling System managed voting
Pre-Quals & Custom Surveys Use online forms to gather information
Image Slideshow Upload images & create slideshow presentations
Notifications Email or text notifications of tet messages received
Reporting Web reporting & Graphing of campaign performance
24/7 Online Access 24/7 Access to web campaign manager
Export & Import Export & import mobile phone numbers
Reporting Real time reporting of messages sent and received
Tutorials Access to tutorials videos about using your account
Additional Keywords (each) Keywords beyond those included in the plan
Additional Messages Messages beyond those included in the plan
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Mobile Text Message Advertising for Retailers
Premium SMS Tools information
Chain Messaging (included in 1000 & 2500 Plans)
Do you have an important message to communicate to your customer base? With Chain
Messaging, you don't have to stick to the 150 character limit. Instead, you can chain multiple
texts together so that your mobile customers will receive sequential messages. Using each
message included with your monthly plan total ensures that you maximize the efficiency of your
mobile ad campaign.
Mass Texting (included in 2500 Plan)
As people send you text messages, your contact database will grow. With Mass Texting, you can
select individual contacts, or groups of contacts by campaign, and send one text message to all
contacts selected. This is an invaluable feature because it gives you the power to communicate
with an exclusive clientele who will likely be eager to participate in your promotions, events, and
sales.
Pre-Quals and Custom Surveys
Gather important customer data with this tool. You create online forms for your customers so
they can provide additional information or even fill out a pre-qualification loan questionnaire!
The surveys can quickly add serious value to your contact database, supplying the names and
contact information of people already interested in your business. That makes for easy sales! The
pre-qualification loan application let you focus on interested buyers that most likely have the
financing required to purchase a house, vehicle, or whatever else! INLINK makes your job
easier.
Giveaways
Giveaways and raffles generate extraordinary buzz and ample leads. When customers send a text
message to your giveaway campaign, they will automatically have a chance to win the prize that
you specify. You can set up a promotion to declare a winner every X number of text messages
received, or declare a single random winner from all the people who texted in. To get the most
effective results, purchase this tool with the Pre-Quals & Customer Survey premium tools so that
you can gather additional information from people as they enter your giveaways.
Voting & Polling
When customers interact through voting, the experience becomes more memorable. Memorable
advertising is effective advertising. You gain valuable marketing information from the results
and get additional opportunities to contact your customers. Confirm votes, tally results and notify
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Mobile Text Message Advertising for Retailers
your customers of the outcome. This feature, in conjunction with Giveaways and Customer
Surveys, can mine incredibly useful sales leads.
Image Slideshow
Why show just one image? If a picture is worth a thousand words, a slideshow communicates the
full value of your product instantly. Sell a house with a handful of beautiful images. With the
Image Slideshow, you'll be able to upload multiple images and attach that slideshow to a text
message.
Additional Dedicated Keywords
As you experience success with your existing text message campaigns, you may decide that you
need additional keywords. Or you may want to organize your campaigns differently. As with any
new keyword, you can use the Keyword Generator to find the right keyword and all the same
tools will be available.
Additional Text Messages
Did you start with a smaller plan and suddenly realize how much success you're now
experiencing? No problem! You can purchase additional messages at any time for only 5 cents
each or upgrade to a larger plan for more included messages. As your customer database grows,
you're bound to use more messages.
Basic Mobile Marketing Tools
These powerful tools, included in every plan, will help you order print materials, manage your
SMS text campaigns, handle accounts and communicate with your consumers.
Account Manager
The online account manager makes all the important details of your account easy to understand
and use. Rest assured, your assets are protected with 128-bit encryption and secure
authentication. View order and payment history, manage payment and account options,
purchase additional keywords or text messages, and add premium account options at any time.
Custom Advertising Media
Your success is our primary goal. Prosperous mobile marketing campaigns need physical
advertising to achieve maximum efficiency. Create and purchase the advertising supplies you
need, directly from our website. Each customer's media receives discrete short codes and
dedicated keywords. Choose from several design templates. Advertising media include labels,
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Mobile Text Message Advertising for Retailers
decals, sidewalk signs, vinyl lettering, static cling signs, trade show banners, magnetic signs, and
more.
Campaign Manager
Your text message campaigns are the center piece of your mobile marketing strategy. Our
campaign manager makes the process simple and straightforward. Find the perfect keywords,
change your auto-reply messages, and monitor the success of each of your campaigns. Your
finger on the pulse - it's how you'll interact with your campaigns, your customers, and your SMS
tools.
Keyword Generator
New text messaging campaigns need keywords to associate customers with your products.
People text the keyword on their phones to subscribe to your business content, whether it's more
information or offerings. The keyword generator makes this process easier, finding additional
available keywords in case your first choice has already been taken.
Contact Manager
As people send texts to your keywords, their phone numbers will be stored. This bank of
numbers is your new customer contact list. Each new contact is an opportunity for you to reap
the benefits of repeat purchases. These numbers will be available to all your campaigns so that
you can send customers direct text messages or combine them in our bulk message premium
tool, from any campaign and at any time. Also, you can update each contact with additional
details as they become available, either by direct call or through our short survey premium tool.
In addition, all contacts can be exported to a CSV (comma-separated values) file. Establishing a
loyal customer base is the foundation of all successful modern business models driven by capital
gains.
Campaign Evaluator
The Campaign Evaluator graphically displays the message traffic for each of your keywords so
that you can easily compare different campaigns and identify trends. Since each text message
campaign is tied to your custom keyword, you can see which keywords pull in the best results.
Having instant feedback can inform your decisions and focus your marketing strategy. Don't lie
to yourself, a focused, informed market strategy means you're good at what you do.
SMS Email Forwards
As a text message campaign option, you can have any incoming text message automatically
forward to your email account or mobile phone so that you'll immediately know when people
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Mobile Text Message Advertising for Retailers
interact with your keyword campaigns, without having to log into your account.
Please note that any messages sent to your mobile phone will be subtracted from your total plan
messages.
Text Message Designer
The text messages that you send out are at the heart of your campaign. Choose a new keyword
and you'll also create an auto-response message that instantly transfers your information to the
text sender. Messages can also be sent directly to a contact or in response to a single message.
The Text Message Designer will help you create your message that will appear on most people's
mobile phones. It also ensures that you stay under the 150 character SMS (short message service)
limit. If you find that 150 characters isn't enough to convey your message, you can upgrade to
the Chain Messaging premium tool which will allow you to break up your message across
multiple SMS text messages. Our best practice guidelines will help ensure that you provide a
successful advertising experience that doesn't overwhelm your customers.
You can also select images and files to share within the message with our Image/Doc
Attachments tool. In addition, the Image Slideshow premium tool will allow you to attach an
entire photo slideshow!
The Pre-Quals & Short Survey premium tool will allow you to create a form for your customer
to fill out. Any additional information that you're able to collect can vastly increase the efficiency
of your future marketing campaigns.
Image & Doc Attachments
Attaching just one image, assuming it's the right one, can brighten up your entire presentation
and add a wealth of valuable information that words alone simply cannot achieve. Imagine
sending out a picture of a beautiful foamy cappuccino with your new "40% off cappuccinos" ad
campaign. Or imagine texting your entire list of potential home buyers a freshly minted picture
of the sunset from the backyard of the new home you're selling. The options and benefits of this
tool are as obvious as they are infinite. Simply upload the file to your account and attach it to
your short link message.
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