Communicating in the 21st Century

A Community Alert and InstantCommunication System

From

A History of Mass Media1500’s - Print

1900’s - Recording1910’s - Cinema 1920’s - Radio

1950’s -Television1990’s - Internet

The Next Mass Media

The Mobile Channel Replicates EverythingThat All Previous Six Mass Media Can Do

The Mobile Channel

But It’s the Addictiveness, Persuasiveness andSheer Dominance of the Mobile Device ThatGives It A Pivotal Position in Our Daily Lives

On the Mobile Channel People Can:

– View Newspapers

– Read Magazine Articles and Books

– Listen to Podcasts, Radio and Music

– Buy/Play Songs and Video Games

– Watch Entire Movies

It’s Digital, Multi-Media Capable,Personal and Interactive . . .

As Many Mobile SubscribersAs Internet Users

As Many MobileDevices As TV Sets

As Many MobilePhones As PC’s

The Power of Mobile BeginsWith Its Reach . . .

2X3X4X

The Mobile Channel Is A PowerfulNew Medium For Advertising

Deepens Relationships – By Finding New Ways to Reach Customers andNew Ways to Inform or Entertain Them

Delivers New Services – Including Things You CanOnly Do (or Would Only Want To Do) On A MobilePhone Including Location Based Services

Demonstrates Your Brand Values –MobileCampaigns Say You’re Young, Innovative andCustomer-Oriented

8 Out of 10 Americans Subscribe toCell Phone Service – According to the 2007Transportation Statistics Annual Report, Distributedby the Bureau of Transportation

Who Is Using Text Messaging?63% of Americans Ages 18 to 27

36% of Americans Ages 28 to 39

50 percent of ALL Users ofText Messaging Are Overthe Age of 35

In August 2007 Over 1 Billion TextMessages Were Sent in the U.S.

Total Advertiser Spending on MobileMessaging and Display Ads Will Growfrom $1.4 Billion in 2006 to Over $2.9Billion in 2011

Text Messaging Is One of the Most EffectiveWays To Connect with Your Members

• Instant Mass Communications - Reach People Wherever They Are

– Event Reminders– Community Issues/News– Emergency Communications– Continuing Education– Business Opportunities

• Automated and On-Demand Messages

• Generate Revenue with Fundraising

Looking Beyond The NumbersThe Vast Potential of the Mobile Advertising Channel Is Due to

the Way People Think About and Use Their Mobile Phones

•They’re Always On

Cell Phones Are Like Keys and Wallets – 80% of Americans Keep Their Mobile Phone Within Arm’s Reach – 24 Hours A Day, 7 Days a Week

•They’re Always At Hand

•They’re Always Personal•They’re Rarely Shared

Connect Everyone To Everything!

• Extends Advertising Communications Beyond Traditional Media

• Instant - Encourages Immediate Action Rather Than Waiting Until Your Potential Target Gets to A Computer. – If They Remember.

• Target Specific Audiences - Even Target Groups Within Groups

• Immediate - Granular Information About the Response To Your Marketing Campaigns In Real Time

• Reach Audiences Wherever They Are, Even If They Aren’t Mobile

• Works Across All Media - Leverage other media with a Mobile Call to Action on Billboards, Radio and TV Ads, Print Ads etc, So Passers-By Get Info on the Spot

Mobilize Your Advertising

Marketing To Generation Y

• Inherently Mobile• Think Of Mobile Technology As the

First Screen not the Third• Would Rather Text Than Email or Call

A Generation That Rivals the Baby Boomers In Size –– And Will Soon Rival It In Buying Clout!

Driven By Convenience, Connectivity andA Healthy Work-Life Balance

Generation Y:• Influences Almost Half of All Spending in the U.S. Economy

• Represents 30% of Today’s Population

• 35% Already Earn Above $75,000

• $1.6 Trillion in Earning Power

Extend Your Advertising and MarketingCampaigns to the Mobile Phone Screen

• Fast—Your Marketing Arrives Within Seconds

• Immediate – Change Message Details & ConnectedOnline Content Instantly, Anytime - Great For PerishableItems and Offers

• Long Lasting – Received CommunicationsRemain On Phone Until Deleted— Nothing toKeep Up With Like Paper Communications

• Viral – Messages Can Be Easily Forwarded

• Convenient – Inform/Remind Your Customers ofEvents, Specials, and Product Announcements andIndustry “Tips” Via Their Mobile Phone

• Effective – Generates Far Better ResponseRates than Direct Mail at a Fraction of the Cost

Automatic MessagingRecurring Messages Such As Event Reminder NoticesCan Be Set Up So That The Messages Are SentAutomatically At Preset Times and Dates

Schedule EventsPublish Events on A Public Calendar on Your Website andVisitors Can Easily Schedule Reminders For Themselves

Events

Important Dates

Calls To Action

Fundraising

Gov’t Affairs

Communicating With YourMembers Is Fast –

Text Messages Are Read Within 50 Minutes,Emails Can Take Up to 2 Days*

*Mobile Marketing Association

Within Seconds Your Members Will Get YourMessage and Read It Wherever They Are

On-Demand/AutomaticDistribution of Information . . .

• Text For . . . Information, Coupons, Surveys, Games, Etc. -The potential customer sees your advertising on your marketing materials and texts the 1 wordcode that you advertise to a 5 digit number or calls a local or toll free number and immediatelyreceives information sent to their mobile phone. Instantly the potential customer gets what theywant and the merchant receives the potential customer’s cell phone number for future follow up.

• Bulk Text Messaging Programs – Merchants are able to send a mobilecoupon, product info, offers, incentives etc to interested and qualified consumers who havesigned up to receive their promotions. Send trackable coupons to your clients, then send follow-up offers to those that did or did not respond to the offer directly to their mobile phone.

• Text to Win - Run contests and promotions. Particularly useful in generating awarenessaround new products and services and building opt-in lists.

• Text to Vote - Collect the opinionof your customers in real time throughinteractive polling and voting. Get instantfeedback from conferences, speeches, adcampaigns, and audiences.

Turn Traditional Media IntoA Direct Response Vehicle

• Captures the Attention ofMass-Audiences in Real Time

• Returns Consumer LeadsWith Measurability

• Opt-in Leads to Ongoing PermissionBased Marketing with Individuals

ActionAccountability

Allegiance

Informational/EducationalPrograms . . .

Members Can Sign Up To ReceiveRegular Text Message

Communications Send EverythingFrom Trivia Facts To EducationalActivities To News Updates . . .

Provide Members FromCommunity News, to Ongoing

Educational and EngagingPrograms . . .

Text: MACOC To:27285

Security and Safety . . .• Instant Mass Notification - Ability to Reach

People Wherever They Are - Distribute anemergency alert to thousands of mobile devicesin an average of one minute. To send an alertusing a voice based phone dialer to the samegroup takes hours.

• Pushed Information - Subscribers receivenotifications without doing anything, unlikeflipping through TV stations, turning on a radioor operating a computer.

• Easy to Administer and Use - Whenemergencies happen, communications may bedown. Launch an alert from any web browser ormobile phone instantly, or schedule messages tobe sent at a certain date and time.

American Idol® Meets

MACOC Committee Chooses Top Candidates andThe Chamber Community Can Vote for Winner

• Promotes Community Involvement

• Additional Exposure Opportunities

• Showcase Specific Products, Servicesand Businesses

Getting a message to consumers in an on-the-go society requiresgrabbing their attention through innovative and non-traditional means.

Break Through The Clutter Of Today’sMulti-Media Information Age

Keep the Community Involved with Instant Real Time Surveys

• Single Choice, Multi-Choice, and Open-Ended Questions

• Target Select Audiences Within A Larger Group

• Any Mobile Device Can Participate

Games . . . Sweepstakes =Participation

Mobile Promotions Provide an Easy, Simple Means for aConsumer to Engage With the Brand Via the Mobile Device

Build Community Awareness Through Maintained Dialogue

• Instant-Win Games�

• Timed Drawings �

• Real-time Results �

• All Major Carriers�

• Turn-Key Service

Mobile Scavenger HuntBring Out The Best In Your Members

Communicate, Strategize, Negotiate, and Bond with Other Chamber MembersAs Everyone Tries To Win The Big Prize

Hunt For Answers to Tricky and Humorous QuestionsAbout the Chamber Membership and the City ofAtlanta and Member Businesses

Members Receive a Text Message Question And MustReply With The Correct One Word Response.

Members Must Explore the Community to Find theAnswer, Discovering Areas and Businesses They MightNot Have Noticed Before.

Each Question Will Generate Another QuestionForming A Maze For Members To Negotiate Through

Pricing• Communications/Marketing Model

– Sold on A Volume Basis Per MessageRates Range from $0.25 Per Message to $0.10 Per MessageDepending on Volume. Setup Fees Depending on Program.

• Advertising Model– FREE

Ads Are Sold On a Cost Per Hundred(CPH) Basis ($50 and Up ) and VariesDepending On the Content Channel andthe Volume. Setup Fees May Apply.

Ad RevenuesAds Are Sold On a Cost Per Hundred (CPH) Basis(Ranging From $50 and Up ) and Varies DependingOn the Content Channel and the Volume.

10% Rebate on All Advertising

Revenue Opportunities

Fundraising OpportunitiesAlumni Sponsorships, Contests, RingtonesGiveaways, Donations, Information,Links, and More

Advertising On HighQuality User-RequestedText Message Content

What Is Text Message Advertising?

• High Visibility

• Ad Is Saved On the Consumers Phone

• Geo/Interest Targeted Campaigns

• No Investment In Mobile Infrastructure

• Campaigns Work On All Major Carriers

• Highly Receptive and Responsive Audience

Targeted, Unobtrusive andActionable Advertising

• Advertisers – Connect With Your Targeted Audience

• Agencies – Interact With Consumers On the Go

• Brands – Exposure to Key Demographics

• Businesses – Acquire and Engage Mobile Users

An Easy, Cost-Effective Way For To Reach A Large Consumer Audience

Expose your Brand To TheMobile Audience

• Click To Call - Use a text message to prompt the user toconnect to your call center with the click of a button. Sellproducts and collect payment via automated response.

• Click To Web - Sell mobile products, bring users to abranded mobile web site, offer additional information instantly.Deliver video to more sophisticated devices.

• Click To Locate - Bring customers to your door. offerretail and service locations, promote holiday sales or specialevents, target impulse buyers.

• Click To Menu - Invite users to interact with your brandsin a variety of ways. Seek longer interaction with consumers.Offer voting, sweepstakes, contests. downloads, coupons, linksand more.

Mobile Campaign Types

Attract The Attention of the Consumer at the Moment They Are Most Likely to

React To Your Call To Action• Users Accept Advertising - Users are willing to accept mobile

advertising in exchange for FREE content

• Relevance Is Paramount - Relevant ads inserted into opt-in orrequested content are effectiveand memorable

• Build Trust With Your Customers -MMT’s strict opt-in (non-SPAM) policiesgives credibility to your alumni

• Be Obvious - Subtlety is NOTeffective. An unclear or hardto notice call to action willget lost

Increased Advertising FrequencyLeads to Increased Results

The Mobile Channel Offers The Opportunity ToIncrease Impressions Through Consumer Interaction

The Interactive Nature of Text MessagingCompels Consumers To Respond to TextAdvertising Immediately Upon Reading It

Full Length Ad -Users reply to your teaser ad andreceive a full length messagecontaining a WAP link, phonenumber, coupon, store locator, orother call to action.

Teaser Ad -Consumers receive alerts orcommunications they requestedalong with your teaser ad. Up to25% of the total message.

ANYTIME, ANYWHERE MARKETINGIt’s Finally Here

“Pull” Advertising - Banner ads placedon mobile websites create a sense of urgencyand value to builddemand and winimmediate sales

Text Messaging Is One of the Most EffectiveWays To Stay Connected

Advertising Is Most Effective WhereConsumers Are Most Receptive

Since August 2007 Over 1 Billion TextMessages Were Are Sent Monthly inthe U.S.

Total Advertiser Spending on MobileMessaging and Display Ads WillGrow from $1.4 Billion in 2006 toOver $2.9 Billion in 2011

Advertising OpportunitiesText Message Advertising -Advertise on text messages asthey get sent out to yourmembers on a daily basis -Up to 25% of the message.

Mobile Banner Advertising - a great way toattract users attention on mobile devices andredirect them to mobile landing pages.

Banner Advertising - Advertise tothe users of your site and gainadditional revenue opportunities.

A Satisfied Customer Tells ThreePeople About Something They Like

Viral Advertising is a marketing phenomenon that facilitatesand encourages people to pass along Your marketing messagevoluntarily to friends and colleagues

The Key Is Successfully Targeting Smaller Numbersof Influential Individuals Who Have The Status and

Connections To Spread The Message

When Someone DiscoversSomething Themselves OrAre Sent It By A Friend TheyAre Less Resistant Than WithTraditional Advertising

• Text Messages

• Podcasts

• Sponsored Games

• Video Clips

• Music Tracks

• Images

Viral Advertising Propagates ItselfThrough Networks of Friends and

Enthusiasts Sharing a Common Interest

Recipients Must Want To Pass the Message On –It Has To Be Remarkable and Contagious

ItIt’’s Not About The Technology . .s Not About The Technology . . ..

. . . It. . . It’’s About The Habits About The Habit

... And What's the One Thing People areCarrying Through All Their Life Stages?

Their Mobile Phone!