Mobile Marketing Manual
Mobile Marketing Manual
Mobile Marketing Manual
Marketing
Manual
Mobile Marketing Manual v1.2
2009, Triton Digital
PROMOTIONS
PROGRAMMING
SALES
Table of Contents
Mobile Marketing 101
Page 1
Page 2
Goal Setting
Page 3
Page 5
Page 6
Page 10
Page 11
On Air Promotion
Page 16
Online Promotion
Page 18
Page 19
Page 21
Page 23
Compatibility
Page 23
Database Management
Page 23
Fees
Page 24
General
Page 24
Messaging
Page 26
Two-Way Messaging
Page 27
Idea Starters
Page 28
Page 29
Page 33
At-Work Contesting
Page 34
Page 34
Demographic Targeting
Page 34
Page 35
Traffic Alerts
Page 36
Using Keywords
Page 37
Artist Alerts
Page 38
Text-to-AirShoutouts
Page 38
Text-to-Win Promotions
Page 39
Sporting Contests
Page 40
Page 41
Birthday Texts
Page 42
Movie Times
Page 42
Page 43
Page 44
Page 45
Page 49
Page 50
Page 51
Goal Setting
This portion of the Mobile Marketing Manual is formatted for
your use in setting goals for your mobile marketing initiative.
RADIO STATION CALL LETTERS ____________________________________
NAME OF MOBILE MARKETING CLUB ______________________________
(examples: VIP Club, First Alert Club, Instant Text Member, [call letters] To
Go, [call letters] Mobile, [call letters] on the go)
RADIO STATION WEEKLY CUME (unique weekly audience) _____________
Database Acquisition GoalsProgress
SIX MONTH DATABASE GOAL ________
We suggest 1-3% of your weekly cume..
______ / ______
Entries / Date
______ / ______
Entries / Date
______ / ______
Entries / Date
]
]
]
]
On-Air Promos
( Launch Date: ________________________ )
E-mail Invite
( Launch Date: ________________________ )
Events / In-Person
Person Invitations ( First Event Date: __________________ )
Website Opt-In Form
( Launch Date: ________________________ )
Definition
Acquisition Rate
Ad Impression
Advertisement Action
Alert Tone
Alerts
Term
Definition
Click to Call
Click-through
The process that takes a mobile subscriber to a jump or landing page once
the mobile subscriber has clicked on a link.
Short numeric numbers (typically 4~6 digits) to which text messages can be
sent from a mobile phone. Wireless subscribers send text messages to
common short codes with relevant keywords to access a wide variety of
mobile content.
A metric used to price advertising banners. Sites that sell advertising may
guarantee an advertiser a certain number of impressions (number of times
an ad banner is served and presumably seen by visitors) and then set the
cost based on the guarantee, multiplied by the CPM rate.
Data Charging
The cost of using the mobile network for data services. The two main
charging models are: pay-aspay
you-use, which is effectively metered billing
because the charges increase in proportion to the amount of data consumed
by the user; the second method is charging at pre-set
pre
rates (over a
monthlyusage period) for pre-determined
pre
amounts of data that can be
consumed. These charges become significant in the distribution of rich
media content that drives large amounts of data across the networks.
Term
Definition
Double Opt-In
Impressions
A business metric for counting the number of times mobile subscribers have
viewed a particular page, mobile advertisement on a mobile internet site or
embedded within a text message or similar mobile medium.
Interstitial Text Ad
Keyword
MMS Message
Mobile Message
Opt-In
Opt-Out
Penetration
Pull Messaging
Any content sent to the wireless subscriber upon request, shortly thereafter,
on a one-time
time basis. For example, when a customer requests the local
weather from a WAP capable browser, the content of the response,
including any related advertising, is Pull Messaging.
Term
Push Messaging
A short code that is utilized to run multiple mobile services and/or marketing
campaigns simultaneously.
Targeting
Definition
Web-Based Opt-In
A mobile marketing campaign is only effective when utilizing a high-quality
high
database. The type of data you have collected on each member determines
the quality of your database. More information on each userand
user
permission from each user for you to contact them generally means that
you will have better success.
The more you ask, the more specific you can target your messages. At the
same time, you dont want scare listeners away with long registration
forms. Ask enough questions to create specific detailed campaigns. Here
are some good examples of what to ask:
Name
Gender
Date of Birth
Zip Code (for hot zip targeting)
Favorite Station(s)
Interest (i.e:: Coupons, Station Announcements, Concert Announcements,
etc)
MXM supports 100% permission messaging.
messaging Our double opt-in
requires new subscribers to confirm they want to opt-in
opt to your
text database as to be compliant with MMA best practices.
step process is widely adopted in opt-in
Note: This two-step
opt messaging sign-ups,
as it provides better data security and prevents erroneous sign-ups
that can
sign
contribute to spamming and other illegitimate uses of the relationship.
10
What questions should I ask listeners when they sign up for the stations
text-messaging program?
Asking the right questions is the first step to setting up a strong
database that you can effectively use for marketing. The more information
you receive from your listeners, the more you can target a specific group
in an advertisers campaign. For example, if a womens clothing store
wanted to send a text about an upcoming sale to female listeners age 1818
54, this could only be done if you collected age and gender information
from each member.
Your Mobile Xpress Messenger sign-up
up form is the most important part of
your text messaging experience. It not only contributes to the success of
your database, but it allows you to get to know your listeners and
understand what they are interested in. With questions that mirror your
listeners and your marketing interest, you can target specific listeners
profiles for optimum station reach.
Remember to place your elevator pitch from earlier in the manual on the
sign-up
up form. Always sell the benefit of signing up to your listeners.
11
OPTIONAL:
These are some questions you might consider using on your sign-up
sign
form.
What kind of prizes would you like to win?
a) Spa Packages b) Concert Tickets
c) Electronics
d) Cash
e) Cars/Motorcycles
Who would you like to receive texts from? (List your on-air
on
personalities)
a) DJ Money Mike
b) Miss Jones In The Morning
c) Don Imus
d) Wendy Williams
12
Collect information on
this form that
has some value to your
advertisers.
Remember always
ask, what can I do
with this information?
Is it actionable?
14
What are the best ways to collect data for my listener database?
database
First, identify incentives and prizes that you can offer for people who
sign up. For instance, secure a gift certificate to a local restaurant. Then,
promote that anyone who signs up this month for your text messaging
program is eligible to win the certificate at the end of the month.
15
ONLINE PROMOTION
Integrating your Mobile Express solution with your station web site will
allow you to make your radio station completely interactive. Home Page
presence is a must. Use your website to show off and highlight the new
mobile/text club.
Use pictures of people in your target demo using your mobile
service on your website to promote the program.
Highlight the incentives and benefits of being in the text club with graphics,
and position it above the fold (scroll) and in the promotional section of your
website. Link your home page to the online sign-up
sign
form for Mobile Xpress
Messenger.
E-mail Invitations! Use the current database of email addresss in your
email club to invite member of your club. Include a link to the mobile/text
club sign-up
up form. This is a great jump start for stations new to text
messaging.
If you want a more targeted group of listeners, for instance P1s and P2s for
a VIP or loyal listener population:
1. Create a subset of your existing e-mail
e
database, using the profiling
tools available to you. For example, include all the women 18-49,
18
or everyone who resides in your hot zips. Your P1s and P2s if
youve asked listening preference questions in your e-mail
e
database sign-up.
18
21
Verizon Wireless has named Tennessee as the state with the most text
messages sent and received in its study of text message habits of its
customers from the southeast region of the United States. (Big City Wireless
Study, 2008)
You can find a tremendous amount of information for your sales staff
about mobile messaging online at the Mobile Marketing Association.
www.mmaglobal.com
The global mobile advertising market will be valued at over $16 billion by
2011.
In August 2007, nearly 40 million US consumers received SMS
advertisements, and 12 percent responded to them
Source: M:Metrics,, Common Short Codes: Cracking the Mobile Marketing Code
A
A survey of 2,400 moms reveals that the single most important tech
gadget in their lives is the cell phone (23%), followed by the Internet (21%)
and the digital camera (19%)
Source: Babycenter.com, March 2008
As per CTIA, the total wireless subscribers in the USA is now 260.7
million. Here is the breakdown of the USA cellular market by carrier.
1. AT&T Mobility 71.3 million
2. Verizon 67.2m
3. Sprint/Nextel 52.8m
4. T-Mobile USA 30.8m
5. ALLTEL 13.2m
6. Tracfone 10.0m (prepaid)
7. US Cellular 6.2m
8. Virgin Mobile 5.1m
22
Compatibility
Database Management
Fees
General
Messaging
Two-Way Messaging
COMPATIBILITY:
Does MXM work with different carriers?
No. You can access your MXM database and software tools from a Web browser, so
all you need is an Internet connection to log-on.
log
DATABASE MANAGEMENT:
Can I target my messages to sub-sets
sets of my database?
Yes. You can create messaging lists by filtering listener information collected on the
sign-up and send targeted messages.
They can text the word QUIT or STOP in a message sent to your station (via short
code). Or, they can visit the web hosted sign up page to find the unsubscribe option
after entering their email address.
No. In an effort to save space for longer text messages, we have not included this as
an option with MXM.
FEES:
Will my listeners be charged for messages my station sends?
Because you have chosen Mobile Xpress Messenger, the only charge your listeners
incur is the typical fee they incur from their carrier the same fee they incur when
they message friends and family.
There is never a surprise charge and no premium fee imposed. The listener charge,
if any, is the standard fee they chose from their service provider when they decided
to become a text messager generally either a per message or flat fee for unlimited
messaging.
GENERAL:
Once I sign up for MXM, how long will it take to get started?
The set up and training is very quick and easy. You provide us with information youd
like to include on the sign-up
up form, and well take care of the rest. In about on week,
you can be receiving messages from your listeners and sending messages to your
listeners phones.
25
Automatic unsubscribe:
MESSAGING:
Can I schedule messages to be sent at a later date or time?
Yes. Before you send a message, you have the option to schedule messages to go out
any day or time you like.
26
Yes. Use the Keyword Tools function to set up a message which will be sent,
automatically, in response do a keyword or character string you establish.
You can receive unlimited MO (Mobile Originated, messages that are sent from a
mobile phone) messages. You can send a pre-determined
pre
amount of MT (Mobile
Terminated or messages that are sent from the station) messages as indicated in your
agreement. Should you need additional messages, they are available for barter or at
the per-message
message rate of $0.045 (4.5 cents).
Your on-air
air staff can mention the 5 digit short code on air and invite them to send
messages request a song weigh in on a hot talk topic enter a contest text in a
shout out or vote on Top 5 at 5:00.
TWO-WAY MESSAGING:
What is Two-Way
Way Text Messaging, and is it available through Mobile
Xpress Messenger?
27
Listeners can reply directly to a message sent by your station, simply by hitting reply
and texting a message back. The message will come directly into InBox.
With Mobile Xpress Messenger, you don't have to purchase a short code for your
station. This offers a tremendous savings compared to other services that force you
to purchase a short code for mobile marketing. Your code will be shared with other
and your interaction with listeners identified by text submission.
stations--and
That said, dedicated and Vanity short codes are available to stations for a
supplementary fee should the station wish to have exclusive use of a short code.
If listeners are not in your database, a message will be automatically sent to them to
up before participating.
let them know to sign-up
Listeners who arent in your database can also text-in
text using your unique
station identifier (USI). For instance if your USI is kiss99, listeners can
text directly in as long as their message begins with kiss99. This can also be
combined with other keywords in your control panel, like kiss99 win to enter a
contest, etc.
You can refer to this code in your broadcast to invite listeners to text in to request
songs, shout-outs,
outs, to enter contests, to request information and to share opinions or
comments you invite on any topic. Simply refer to the 5 digit code in your broadcast
and your unique station identifier.
Included in the cost of your affiliation is a short-code
short
shared with other stations.
(Weve developed an approach to enable code sharing without compromising
message integrity or requiring listeners to include additional codes within message
body.)
28
Check Out The Following Live Station Examples (Click on the links):
Look at how some other stations are using Mobile Xpress Messenger.
The possibilities are endless in referring listeners back to your audio
streams (on-air
air or online) and building new revenue!
Nearly 300 radio stations are now using Mobile Xpress Messenger!
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32
At-Work Contesting
Mobile messaging can effectively allow listeners to sign up for at-work
at
promotions that your station may be conducting. For example, if you are
trying to reach listeners to sign up for an at-work
at
contest, instruct the
audience to text Work to 76767 (insert your short code) to sign up for the
at work contest.
Lunchtime: Drive traffic to sponsor locations!
Have a special lunchtime offer from a local restaurant? Once per
week, send out a message at 11am with a special offer
(something free)) from a local restaurant for your listeners.
For example, Free appetizers today @ Damons for all Q102 listeners. Show
them this text
Demographic Targeting
Keep in mind that Mobile Xpress can break down the mobile
message to reach a specific demo such as age, location, or gender.
You can also add questions about children in household and any
other demographic qualifier.
This makes it possible to be as specific or broad as you need. Keep in mind
that the more specific you are in targeting, the less listeners you reach. For
Example if your station is holding a ladies night at a local bar, and you
only want to reach Females 18-54
54 in your Mobile Xpress database, you can
easily accomplish this type of specific delivery.
34
You might consider placing gas prices on your site using an RSS feed from a
local gas price spotting site. For example, you can find local gas prices and
RSS feeds at www.gasbuddy.com and www.indianagasprices.com
You can also set up an auto-responding
responding keyword for the Best Gas Price
today.
Let your listeners know if they send you a message with the word Gas in
the message, you will send them the location of the cheapest gas in your
market that day. Get an auto center or tire company to sponsor this.
Set up Keyword Auto Responder Gas
(more information below in the Keyword section)
Traffic Alerts
Traffic alerts represent two major benefits.
You save your audiences highly valued time by alerting them of traffic tietie
ups and delays.
You can earn more TIME SPENT LISTENING by reaching listeners who are in
traffic tie-ups,
ups, inviting them to tune into your station.
We suggest that you only alert listeners when there are traffic tie-ups
tie
that
are out of the norm from usual traffic tie-ups
tie
to avoid your text messages
being perceived as spam.
Sponsor the traffic alerts by selling inline text billboards along
with your traffic billboards on the air. This is an excellent way to
grow the buy and reach for any clients campaign.
36
You can also use KEYWORDS to administer traffic alerts. If your station is
invested in traffic news, consider setting up a keyword program that, at any
time, has up to date messages on conditions in key locations.
Default message:
All clear. No traffic trouble to report.
Based on conditions, new message would be created and available when
listener sends inquiry message.
Key word
Auto Reply
West All clear. No traffic trouble to report.
Using Keywords
Keywords can be used to organize incoming mail into folders and/or to set
up auto-replies.
Keyword Auto-Replies:: whether or not you set up a Keyword Folder, you
can write a message, then follow the steps to set a date/time and your
message will automatically be sent when an in-coming
in
message contains
the keyword or character string you specified.
Start with Add New Keyword option and generate your message.
37
38
Sporting contest
Get your listeners to text in with who they think will win tonights game, the
Broncos or the Browns.
Set an auto reply for each team.
Key word
Auto Reply
Broncos Routing for Broncos? Good luck. Postgame highlights at 10:30.
Browns Routing for Browns? Good luck. Postgame highlights at 10:30.
When the winner has been decided, extend an invitation from a local sports
bar for next weeks game, with special offer.
Think about sporting goods stores and local pubs/bars for
sponsorship in this area!
Ask yourself How can we use text messaging to add to this promotion?
In many cases, text messaging can make your promotions and programming
more accessible to listeners. Its one more invitation to use your radio
station. Your new Mobile Xpress solution can jump-start
jump
any station
promotion.
The first thing you should do is review all station promotions and
on air giveaways to see how you can apply Mobile Xpress to these
promotions. Any way you can have listeners text in is another
opportunity for you to collect more information on your
audience.
40
Make sure you include your sales staff on any of the promotions
you do with the Mobile Xpress application. Use a form like the
one below to send to your local sales manager(s) or interactive
manger so they can find sponsorship opportunities for your
station to capitalize on.
This will give your sales team the information they need to sell a sponsorship for your next Mobile Xpress promotion.
Birthday Texts
With Mobile Xpress Messenger, it is easy to tell your audience happy
birthday on their special day. After a listener signs up for your text club,
their birthday information is automatically added to the database .
Then, you can set Mobile Xpress Messenger to automatically send out
birthday messages. These messages may be sponsored with special gifts
that drive traffic into a sponsor location (free ice cream, special gift, etc).
Look at an example of a Birthday Text:
Happy Birthday From Lics!
Show This Text For A
BIRTHDAY Special!
Reply to this text by
textingLics for more specials.
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Title Sponsorship
The title sponsorship will be announced any time the station is running a
text promotion. For example, Text Win now to 64646 brought to you by
ABC Motors. The client would also be branded on the web site in the text
sign up area. This is a great marketing campaign for a high-impact
high
advertiser.
When running on air and online contest have a title sponsorship
available for the text reminders that are sent out. The
programming staff might send out clues and answers to text
members. This is a great title sponsorship opportunity.
Keyword Sponsorship
Text messaging is one of the newest and most popular forms of media
today. With Mobile Xpress you will have the ability to sell your clients
specific keywords for their marketing campaign. For example if you are
working with a local pizza place, then you could sell the keyword PIZZA
to
them. They can then use this keyword to promote specials and offers both
in their radio ads and other media they might be using. For instance, Text
keyword pizza to 74747 for more information.
You can also use keyword sponsorships if you have a group of advertisers.
Say you have a group of gas stations, you could sell a sponsorship to each
one and list their gas prices in a text message when someone send GAS
to
your designated number.
46
Use your next sales blitz to flood the market with the Keyword
marketing concept. Create urgency that your clients business
might loose out on an important Keyword that is relative to
their business.
Couponing
Do consumers really use local web sites to get coupons?
The number of people turning to the web for coupons has soared to 36
million in 2008. Thats an increase of 10 million people from 2005.
Traditionally consumers have associated coupons with the Sunday paper,
but as consumers turn to the web for news theyre also looking online for
savings. In an effort to learn more about these Coupon Clickers,
Simmons/Experian Research and Coupons, Inc. conducted a survey the
2008 Printable Coupon Consumer Pulse. The research confirms the most
popular sources for printable coupons are savings specific sites like
Coupons.com. A June Hitwise report found Coupons.com has the largest
market share for savings sites, and traffic has increased 190 percent since
2007.
Source:Simmons Market Research Bureau and Coupons, Inc. conducted the 2008 Printable Coupon Consumer Pulse in March 2008. The
report compiles national consumer research from Simmons and a custom survey of more than 2000 printable coupon users.
48
What Do I Receive?
1 short SMS message at the end of each
breaking news or weather text. Click thru
available to special offer.
Inclusion in all on air promos about news &
weather text.
Logo and link on text club page on
WDMO.com
Total Investment:
$___________