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Mobile Mixology Key ingredients to creating an effective mobile messaging strategy Mike Puffer Mobile Marketing Manager Experian Marketing services Bruce Hershey VP Mobile Strategy Archer Mobile

Key ingredients to creating an effective mobile messaging strategy

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Page 1: Key ingredients to creating an effective mobile messaging strategy

Mobile Mixology Key ingredients to creating an

effective mobile messaging strategy

Mike Puffer Mobile Marketing Manager

Experian Marketing services

Bruce Hershey VP Mobile Strategy

Archer Mobile

Page 2: Key ingredients to creating an effective mobile messaging strategy

What we’ll cover Context & Level-Set Mobile Contact Strategy

Ingredients that make up

the mix

Industry stats: Why mobile is important to your brand

Elements that define a mobile

strategy

Steps to creating a

mobile strategy

Processes that support a

crawl, walk, run approach

Presenter
Presentation Notes
Four things to know bbefore you get started in mobile.
Page 3: Key ingredients to creating an effective mobile messaging strategy

Is always with us Mobile….

39 percent of Americans say their phone is more important than their wallet when going out

http://www.digiday.com/brands/15-stats-brands-should-know-about-mobile/?utm_source=Sailthru&utm_medium=email&utm_term=Digiday%20Brands%20Newsletter&utm_campaign=DD%20Brands%202.0

Presenter
Presentation Notes
Always with us – 75% of people admit to bringing their phone with them to the bathroom. The harder I think about that stat I keep wondering about that 25% that didn’t own up to that question. We all know everyone does this… - I am NOT embarrassed to say that I am lumped into that 75% somewhere. We also know how personal our phones are… talk to anyone who has ever lost it or had it stolen, its typically absolute panic. You have all of your texts and emails, your photos, your notes, and apps and music. People really value their devices, so understanding the importance of that to your customers will go a long way when your crafting your marketing campaigns as well. What we want to focus on most however is the way that mobile connects your marketing channels and your customers. Its really the first bit of technology out there that can unify all of your marketing efforts in one place for custoemrs. Your web site, video content, messaging, email, preference/data capture etc.
Page 4: Key ingredients to creating an effective mobile messaging strategy

Contains all of our personal content: • Friends • Family • Texts • Apps • Photos • Emails

Is More Personal Mobile….

http://www.digiday.com/brands/15-stats-brands-should-know-about-mobile/?utm_source=Sailthru&utm_medium=email&utm_term=Digiday%20Brands%20Newsletter&utm_campaign=DD%20Brands%202.0

Presenter
Presentation Notes
Always with us – 75% of people admit to bringing their phone with them to the bathroom. The harder I think about that stat I keep wondering about that 25% that didn’t own up to that question. We all know everyone does this… - I am NOT embarrassed to say that I am lumped into that 75% somewhere. We also know how personal our phones are… talk to anyone who has ever lost it or had it stolen, its typically absolute panic. You have all of your texts and emails, your photos, your notes, and apps and music. People really value their devices, so understanding the importance of that to your customers will go a long way when your crafting your marketing campaigns as well. What we want to focus on most however is the way that mobile connects your marketing channels and your customers. Its really the first bit of technology out there that can unify all of your marketing efforts in one place for custoemrs. Your web site, video content, messaging, email, preference/data capture etc.
Page 5: Key ingredients to creating an effective mobile messaging strategy

It connects with all other media & channels: TV, radio, social, email, apps, direct mail, out of home, etc.

Connects channels & customers

Mobile….

http://www.digiday.com/brands/15-stats-brands-should-know-about-mobile/?utm_source=Sailthru&utm_medium=email&utm_term=Digiday%20Brands%20Newsletter&utm_campaign=DD%20Brands%202.0

Presenter
Presentation Notes
Always with us – 75% of people admit to bringing their phone with them to the bathroom. The harder I think about that stat I keep wondering about that 25% that didn’t own up to that question. We all know everyone does this… - I am NOT embarrassed to say that I am lumped into that 75% somewhere. We also know how personal our phones are… talk to anyone who has ever lost it or had it stolen, its typically absolute panic. You have all of your texts and emails, your photos, your notes, and apps and music. People really value their devices, so understanding the importance of that to your customers will go a long way when your crafting your marketing campaigns as well. What we want to focus on most however is the way that mobile connects your marketing channels and your customers. Its really the first bit of technology out there that can unify all of your marketing efforts in one place for custoemrs. Your web site, video content, messaging, email, preference/data capture etc.
Page 6: Key ingredients to creating an effective mobile messaging strategy

Mobile marketing history

2000 – 2012: Campaign-centric One to Many- A lot of new marketing tactics

based on consumer demand/adoption

2013: Consumer-centric One to one CRM driven approach to

mobile marketing

Presenter
Presentation Notes
Really since the inception of “mobile” marketing, the vast majority of marketers have been very focused on getting their message out to as many potential buyers as possible. Many times I got the same experience as bruce, and he got the same experience as I did. SMS was more of a batch and blast channel where we were hoping customers were listening. They were listening, but maybe not as much as they would have if we had listened to them more and taken into consideration what they wanted from a mobile program. That brings me to the though of a customer centric approach. Really at the tail end of 2012 and absolutely in 2013 we are seeing marketers evolve their mobile approach into more of a data driven model that enhances the previous blanket message blasts and more of the campaign centric approaches from past years. We have seen it evolve in the other channels over time as well, and in this regard mobile is no different. Marketers know that the more informed they are about customers, their profiles, their personas, their behaviors the more meaningful conversations they can have with them.
Page 7: Key ingredients to creating an effective mobile messaging strategy

Of marketers currently use or are planning to incorporate mobile marketing into their marketing mix

Marketers and mobile

Barnraisersllc.com 2013 ANA/MediaVest Study

% 96

Presenter
Presentation Notes
Mike and bruce 96% report having mobile or the intent to have mobile in their business. I don’t disagree with that at all, but if I could I would walk over to the tables in the next room and bet that half of those 96% wish they were using mobile more effectively I would probably do better than I have been at blackjack this week.
Page 8: Key ingredients to creating an effective mobile messaging strategy

Are concerned about having proper mobile metrics in place 42

Marketers and mobile

Barnraisersllc.com 2013 ANA/MediaVest Study

% % %

Presenter
Presentation Notes
Mike and bruce 96% report having mobile or the intent to have mobile in their business. I don’t disagree with that at all, but if I could I would walk over to the tables in the next room and bet that half of those 96% wish they were using mobile more effectively I would probably do better than I have been at blackjack this week.
Page 9: Key ingredients to creating an effective mobile messaging strategy

Report an ability to prove ROI today

% 42 Marketers and mobile

Barnraisersllc.com 2013 ANA/MediaVest Study

Presenter
Presentation Notes
Mike and bruce 96% report having mobile or the intent to have mobile in their business. I don’t disagree with that at all, but if I could I would walk over to the tables in the next room and bet that half of those 96% wish they were using mobile more effectively I would probably do better than I have been at blackjack this week.
Page 10: Key ingredients to creating an effective mobile messaging strategy

Teens 13-17 Age 18-25 Age 25-34 Age 35-44

Every waking hour

Every waking hour

Every waking hour

Every waking hour

Text messages per month

Text messages per month

Text messages per month

Text messages per month

Time spent looking in the SMS/MMS Inbox?

3,417 1,914

7 2 1.5

928 709

4

Presenter
Presentation Notes
Focus on differences in age group and behavior related to age instead of simply “large volume of SMS” and messaging done every waking hour. Try to apply this to a real world example. i.e. 18-24 year olds look at their SMS inbox 4 times an hour every day, making it very likely that an action to would be taken almost immediately. 35-44 year olds on the other hand may take longer to view an SMS or MMS message…. Be sure to take these characteristics into account when creating your mobile segments.
Page 11: Key ingredients to creating an effective mobile messaging strategy

% of time spent in SMS vs. Email

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

EmailMessaging

20%

Presenter
Presentation Notes
Bruce
Page 12: Key ingredients to creating an effective mobile messaging strategy

SMS - The Workhorse 18-24 Year Olds 113% more likely to find messages for sales and promotions very useful 60% have previously purchased apparel and accessories on their cell phones

24-35 Year Olds 69% more likely to find messages with coupons or special offers very useful

35-54 Year Olds 25% more likely to send/receive text several times per day

Source: Forrester Q3 2012 Consumer Technographic Benchmark Sample size: 9623

Presenter
Presentation Notes
Mike - Animated Add 35-44 – Bruce to add 35-44 stats
Page 13: Key ingredients to creating an effective mobile messaging strategy

1% 1% 7% 6% 14%

19%

58%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

Facebook Ad(DMA)

OnlineDisplay(DMA)

Email (DMA) SMS Study 1(Signal)

SMS Study 2(DMA)

SMS Study 3(Textboard)

SMS ArcherTier One

Brand

Mobile Gets results

Click through rates

Presenter
Presentation Notes
Mike – Animated - Mike
Page 14: Key ingredients to creating an effective mobile messaging strategy

4 ingredients that make up the mix

Presenter
Presentation Notes
Bruce
Page 15: Key ingredients to creating an effective mobile messaging strategy

Understand your customer

Page 16: Key ingredients to creating an effective mobile messaging strategy

Understand your customer

Customer experience & engagement

Consumer preferences, behaviors &

habits

Cross-channel / omni-channel

Value / relevance

Page 17: Key ingredients to creating an effective mobile messaging strategy

Customer experience and engagement

Presenter
Presentation Notes
Bruce
Page 18: Key ingredients to creating an effective mobile messaging strategy

Elements that define a mobile

strategy

Presenter
Presentation Notes
Bruce
Page 19: Key ingredients to creating an effective mobile messaging strategy

Customer-centric mobile marketing

Mobile strategy

Consumer-centric mobile marketing

4 pillars of mobile

Mobile tactics Integration Connected

CRM

Page 20: Key ingredients to creating an effective mobile messaging strategy

Steps to creating a

mobile strategy

Presenter
Presentation Notes
Bruce
Page 21: Key ingredients to creating an effective mobile messaging strategy

Mobile marketing strategy

Perform mobile audit

1

Develop mobile

personas

2

Develop program strategy

3

Develop contact

messaging stream

4

Develop CRM

strategy

5

5 steps to creating a mobile marketing strategy

Presenter
Presentation Notes
Animate these in order
Page 22: Key ingredients to creating an effective mobile messaging strategy

Step 1 – Mobile Audit

Establish brand’s mobile IQ

Review goals/objectives and KPI’s

Review marketing strategy & calendars

Presenter
Presentation Notes
Bruce Review current messaging cadence Plus Review media mix & usage Review channel performance ,cadence and consumer data
Page 23: Key ingredients to creating an effective mobile messaging strategy

Review reporting/tracking capabilities

Review web analytics & device profiling

Review consumer profiles & demographics

Step 1 – Mobile Audit

Presenter
Presentation Notes
Bruce Review current messaging cadence Plus Review media mix & usage Review channel performance ,cadence and consumer data
Page 24: Key ingredients to creating an effective mobile messaging strategy

Mobile Score Card Marketing Strategy

Connected CRM

Mobile Tactics

Media Integration

Stra

tegy

E

xecu

tion

35 35

35 35

Presenter
Presentation Notes
Bruce 50+ Brands audited, indexed and monitored The index is a framework & methodology to assess mobile programs resulting in marketing insights Strategy & Execution: We measure program and product roadmap execution based on two primary axis – Strategy & Execution. Scoring Methodology: We manually review each brand based on the Merkle 4 Pillars. Each Pillar is numerically rated through several attributes. Up to 140 points are awarded, 70 for strategy and 70 for execution. We measure program and product roadmap execution based on two primary axis – Strategy & Execution. We manually review each brand based on the 4 Pillars. Each Pillar is numerically rated through several attributes. Up to 140 points are awarded, 70 for strategy and 70 for execution.
Page 25: Key ingredients to creating an effective mobile messaging strategy

Step 2 - Mobile Personas

Presenter
Presentation Notes
Bruce Informs the strategy, helps planning and results in sustainable marketing results. Critical for budget and planning Develop tactical Heat map & align to mobile tactics Learn how your consumers interact with mobile, social and other channels Think about “skating toward the puck” – we’ll see penetration of smart phones and tactics increase rapidly this year.
Page 26: Key ingredients to creating an effective mobile messaging strategy

The framework for customer centric strategy

Identifies how the target audience uses their mobile device(s)

Step 2 - Mobile Personas

Enables the brand to view the consumer through a mobile lens

Presenter
Presentation Notes
Bruce Informs the strategy, helps planning and results in sustainable marketing results. Critical for budget and planning Develop tactical Heat map & align to mobile tactics Learn how your consumers interact with mobile, social and other channels Think about “skating toward the puck” – we’ll see penetration of smart phones and tactics increase rapidly this year.
Page 27: Key ingredients to creating an effective mobile messaging strategy

Straight Talkers

Green Thumbs

Touch Screeners

Text Messages Voice Mobile

Web Social Mobile Email

Mobile Search Apps Games Display

Advtg. Scannable

Codes MMS

Mass marketing tactics Niche marketing tactics

Legend High Medium Low

Align tactics to target audience based on data from mobile personas

Mobile Tactics Heat Map

Page 28: Key ingredients to creating an effective mobile messaging strategy

Step 3 – Program Strategy

Identify Goals Objectives KPI’s

Step 3 – Program Strategy

Acquisition

Conversion

Engagement

Presenter
Presentation Notes
MMS icon – add for bruce to finish MMS Icon Added Set Goals & Objectives – KPI’s Align the Four Pillars to Objectives/Goals Establish Opportunities & Dependencies Develop value prop & CTA Develop 90 day & 12 mo. roadmap Develop tactical roadmap & KW strategy Develop media integration calendar Establish ROI – tracking
Page 29: Key ingredients to creating an effective mobile messaging strategy

Step 3 – Program Strategy

Step 3 – Program Strategy

Presenter
Presentation Notes
MMS icon – add for bruce to finish MMS Icon Added Set Goals & Objectives – KPI’s Align the Four Pillars to Objectives/Goals Establish Opportunities & Dependencies Develop value prop & CTA Develop 90 day & 12 mo. roadmap Develop tactical roadmap & KW strategy Develop media integration calendar Establish ROI – tracking
Page 30: Key ingredients to creating an effective mobile messaging strategy

Customer-centric mobile marketing

Mobile strategy

Mobile tactics Integration Connected

CRM

4 pillars of mobile

Step 3 – Program Strategy

Presenter
Presentation Notes
MMS icon – add for bruce to finish MMS Icon Added Set Goals & Objectives – KPI’s Align the Four Pillars to Objectives/Goals Establish Opportunities & Dependencies Develop value prop & CTA Develop 90 day & 12 mo. roadmap Develop tactical roadmap & KW strategy Develop media integration calendar Establish ROI – tracking
Page 31: Key ingredients to creating an effective mobile messaging strategy

Step 3 – Program Strategy

Goals

KPI’s

Step 3 – Program Strategy

Presenter
Presentation Notes
MMS icon – add for bruce to finish MMS Icon Added Set Goals & Objectives – KPI’s Align the Four Pillars to Objectives/Goals Establish Opportunities & Dependencies Develop value prop & CTA Develop 90 day & 12 mo. roadmap Develop tactical roadmap & KW strategy Develop media integration calendar Establish ROI – tracking
Page 32: Key ingredients to creating an effective mobile messaging strategy

Roadmaps

Step 3 – Program Strategy

Presenter
Presentation Notes
MMS icon – add for bruce to finish MMS Icon Added Set Goals & Objectives – KPI’s Align the Four Pillars to Objectives/Goals Establish Opportunities & Dependencies Develop value prop & CTA Develop 90 day & 12 mo. roadmap Develop tactical roadmap & KW strategy Develop media integration calendar Establish ROI – tracking
Page 33: Key ingredients to creating an effective mobile messaging strategy

Step 3 – Program Strategy

Step 3 – Program Strategy

Presenter
Presentation Notes
MMS icon – add for bruce to finish MMS Icon Added Set Goals & Objectives – KPI’s Align the Four Pillars to Objectives/Goals Establish Opportunities & Dependencies Develop value prop & CTA Develop 90 day & 12 mo. roadmap Develop tactical roadmap & KW strategy Develop media integration calendar Establish ROI – tracking
Page 34: Key ingredients to creating an effective mobile messaging strategy

Step 3 – Program Strategy

Presenter
Presentation Notes
MMS icon – add for bruce to finish MMS Icon Added Set Goals & Objectives – KPI’s Align the Four Pillars to Objectives/Goals Establish Opportunities & Dependencies Develop value prop & CTA Develop 90 day & 12 mo. roadmap Develop tactical roadmap & KW strategy Develop media integration calendar Establish ROI – tracking
Page 35: Key ingredients to creating an effective mobile messaging strategy

Web

Acquistion Slide Step 3 – Program Strategy

Email

Mobile Web

Email+Mobile Collection & mapping at

opt-In

Presenter
Presentation Notes
Once that data is fed back to your CRM system, now you know if one single user is subscribed to your email program or your mobile program or both. When we talk about CRM strategy and breaking down the silos of data that exist between many digital channels, mapping these data points is a very important step no. 1
Page 36: Key ingredients to creating an effective mobile messaging strategy
Page 37: Key ingredients to creating an effective mobile messaging strategy
Page 38: Key ingredients to creating an effective mobile messaging strategy
Page 39: Key ingredients to creating an effective mobile messaging strategy

Step 4 - Develop Messaging Strategy

MMS PUSH

SMS

Presenter
Presentation Notes
The messaging strategy should provide a different type of value to the consumers within the mobile database. The goal is to make them feel special and included as part of the your brands family. (only Mobile Members receive these offers). Once they feel this, they will start to take advantage of time sensitive, value added messages, and send to friends/family. (29% of SMS are sent virally) . Message only on what you promised & how you promised it How does SMS notifications work together Messages must provide value and be relevant to reduce opt-out Develop initial push cadence to drive action Review consumer mobile data Establish high, med & low value consumers Message based off behaviors & habit
Page 40: Key ingredients to creating an effective mobile messaging strategy

MMS

97% Open Rates Read w/in 15 Minutes

95% Open Rates Read w/in 10 Minutes

60-70% Response Rates

Cross-Channel Engagement

SMS PUSH

Presenter
Presentation Notes
Mike
Page 41: Key ingredients to creating an effective mobile messaging strategy

Use SMS with the frequency of email.

Mobile Messaging: What We’ve Observed

Message only on what we promise. We Should…

We Shouldn’t…

Presenter
Presentation Notes
Mike / Bruce Message only on what we promise. Do not break their trust by dramatically changing experience. Embrace the differences in SMS, Email & Push. Each expose different engagement opportunities. Take a Cross-channel integrated approach. Integrate SMS, email and push notifications as part of the contact strategy to increase performance Use SMS with the frequency of email. Use it to surprise, delight and convert. Use Push Notifications as you use SMS. Save the push notifications for unique location driven alerts and offers to increase basket size. Complicate our messaging. Messaging content should be driven by existing customer segmentation.
Page 42: Key ingredients to creating an effective mobile messaging strategy

Use Push Notifications as you use SMS.

Take a Cross channel integrated approach.

Mobile Messaging: What We’ve Observed

We Should…

We Shouldn’t…

Presenter
Presentation Notes
Mike / Bruce Message only on what we promise. Do not break their trust by dramatically changing experience. Embrace the differences in SMS, Email & Push. Each expose different engagement opportunities. Take a Cross-channel integrated approach. Integrate SMS, email and push notifications as part of the contact strategy to increase performance Use SMS with the frequency of email. Use it to surprise, delight and convert. Use Push Notifications as you use SMS. Save the push notifications for unique location driven alerts and offers to increase basket size. Complicate our messaging. Messaging content should be driven by existing customer segmentation.
Page 43: Key ingredients to creating an effective mobile messaging strategy

Complicate our messaging.

Mobile Messaging: What We’ve Observed

Message only on what we promise. We Should…

We Shouldn’t…

Presenter
Presentation Notes
Mike / Bruce Message only on what we promise. Do not break their trust by dramatically changing experience. Embrace the differences in SMS, Email & Push. Each expose different engagement opportunities. Take a Cross-channel integrated approach. Integrate SMS, email and push notifications as part of the contact strategy to increase performance Use SMS with the frequency of email. Use it to surprise, delight and convert. Use Push Notifications as you use SMS. Save the push notifications for unique location driven alerts and offers to increase basket size. Complicate our messaging. Messaging content should be driven by existing customer segmentation.
Page 44: Key ingredients to creating an effective mobile messaging strategy

Acquistion Slide Step 4 – Messaging Strategy ROI

MMS tracks opens

MMS captures device info/capability

Landing pages collect location

Dynamic URLs/codes attribute transactions

Presenter
Presentation Notes
Once that data is fed back to your CRM system, now you know if one single user is subscribed to your email program or your mobile program or both. When we talk about CRM strategy and breaking down the silos of data that exist between many digital channels, mapping this data points is a very important step no. 1
Page 45: Key ingredients to creating an effective mobile messaging strategy

Step 5 - Develop CRM Strategy

Central DataBase:

RULES Client DATA

Email DATA

Mobile DATA

Presenter
Presentation Notes
Mobile is much less of a communication strategy than it is a data strategy. Those brands who are leading in mobile right now, who are receiving (and proving!) ROI are those that have strategically approached CRM integration in a way that creates a meaningful experience for the customer, but also in a way that provides critical information about their customers behaviors and allows them to continuously tweak that strategy to better their campaigns. Anyone could easily argue that step 5 is the most important step to long term success in the mobile space. This is the step that will really help ensure that you are not only providing a great customer experience, but that you are tracking the effects and responses from it as well. Mobile CRM creates razor sharp contact streams which: Define critical mass Determine what & when to message Align to goals & objectives Ensure tactics produce proper data & align to the target audience Identify high, medium & low value consumers
Page 46: Key ingredients to creating an effective mobile messaging strategy

Measurement The success of a mobile program is closely tied to these KPI’s

Opt-ins – Set monthly goals &

measure weekly

Growth rates – 8-12% average month over month growth rate

Average opt-out rate should be less than 3% across all programs

Presenter
Presentation Notes
Keep – possibly clean up This is how we measure success for text messaging, Push Notifications, mobile internet, scannable codes, etc.
Page 47: Key ingredients to creating an effective mobile messaging strategy

Engagement Coupon codes & URL clicks Site traffic, uniques, form data

capture Call to action conversion

Example: When scannable codes are implemented correctly, we see a 40% conversion (sign-up)

Measurement The success of a mobile program is closely tied to these KPI’s

Presenter
Presentation Notes
Keep – possibly clean up This is how we measure success for text messaging, Push Notifications, mobile internet, scannable codes, etc.
Page 48: Key ingredients to creating an effective mobile messaging strategy

Establish the value of an opt-in Example: In retail with average sale of $70 per transaction, the first year mobile opt-in value is $110 – 135

Measurement The success of a mobile program is closely tied to these KPI’s

Presenter
Presentation Notes
Keep – possibly clean up This is how we measure success for text messaging, Push Notifications, mobile internet, scannable codes, etc.
Page 49: Key ingredients to creating an effective mobile messaging strategy

Response Rates Based on Segmented Groups

Once alert group reaches approximately150k opt-ins,start segmentation to identify High value customers and begin targeting

Measurement The success of a mobile program is closely tied to these KPI’s

Presenter
Presentation Notes
Keep – possibly clean up This is how we measure success for text messaging, Push Notifications, mobile internet, scannable codes, etc.
Page 50: Key ingredients to creating an effective mobile messaging strategy

Mobile CRM Recap

Develop Strategy Understand Audience

Continual Improvement is a

necessity

Mobile Strategy

Mobile Analytics

Create Measurement and Analyze

Page 51: Key ingredients to creating an effective mobile messaging strategy

Processes the support a crawl,

walk, run approach

Presenter
Presentation Notes
Bruce
Page 52: Key ingredients to creating an effective mobile messaging strategy

360 Approach

52

Successful brands approach mobile marketing from 360o

From platform to process to people, we help brands execute highly successful mobile programs

Mobile Marketing

Audit & Roadmap Text Messaging Push Notifications

Define Needs Educate Early Wins

Phased Plan

Standards

Platforms

SLA

List Growth

Domestic

Marketing Database

Tactics Mapping

KPI’s & Measurement

International

Compliance

Best Practices

PII

Email / Social

Consumer Privacy

Presenter
Presentation Notes
These are the important things to think about when selecting a mobile partner….
Page 53: Key ingredients to creating an effective mobile messaging strategy

Example CWR Approach

C W R

Crawl

WINS: • Develop mobile strategy for acquisition and messaging tactics • Define goals and objectives (growth, conversion, & redemption

rates) • Define actionable KPIs and measurement tools required

Page 54: Key ingredients to creating an effective mobile messaging strategy

Example CWR Approach

C W R

Walk

WINS: • 30, 60, 90 day analysis of metrics • Refinement of media integration and mobile

strategy • Review and refine user flows – AB Testing • Automated reporting integrated directly into CRM • Strive to reach at least 150K Opt-ins

Page 55: Key ingredients to creating an effective mobile messaging strategy

Example CWR Approach

C W R

Run

WINS: • Full CRM integration and segmentation • Target the right consumer, at the right time with the

right content – on the right device • Advanced tactics, LBS, Passbook, MMS • Improve conversions and refine targeting strategy

Page 56: Key ingredients to creating an effective mobile messaging strategy

Mobile Mixology Thank You!

Page 57: Key ingredients to creating an effective mobile messaging strategy

K&G Case Study

Page 58: Key ingredients to creating an effective mobile messaging strategy

K&G Fashion Superstore needed a mobile marketing program to provide the following:

• Find a way reach and engage audience(s). • Boosts local marketing efforts. • Give legs to traditional media by integrating the mobile call to action

starting with in store signage, radio, and print. • Drives revenue and coupon redemption at the store level and online.

Situation

• Developed mobile marketing strategy using a 4-pillar approach: strategy, tactics, media integration and connected CRM

• Created a tactical plan, including creative, media integration and planned alerts, that was optimized with the appropriate mobile call-to-action. K&G’s marketing team was able to use this plan as a playbook to rapidly create and integrate mobile tactics in a sequential order, starting with in-store, online, and finally direct mail

• Regular measuring and reporting of the mobile program for internal assessment requirements and to determine how to further refine the strategy through execution results, thus increasing efficiency

Actions

• Within the first 6 months, 90% of the goal had already been achieved • The data agnostic, analytical approach to optimization enabled a

significant amount of interaction and mobile data gathering with the customer that will be used to shape the next growth phase of the strategy

• The introduction of new mobile marketing tactics will further increase the consumer-to-brand engagement with existing customers, while attracting new members to the program

Benefits

• K&G was founded in 1989 & acquired by Men’s Wearhouse in 1999.

• Today K&G operates 101 stores in 28 states.

• Stores average 19,000 square feet.

• K&G Fashion Superstore offers an assortment of fashions for men, women & kids.

• Styles range from tailored career clothing to casual weekend wear to urban street wear.

Page 59: Key ingredients to creating an effective mobile messaging strategy

Current Instant Win Program

Text SAVE to 79999 In Store “How to Flyer”

59

59

Situation: Leverage mobile as a key channel to identify the audience, drive traffic & revenues at the store

Opportunity: • Identify customers that are not in the rewards program

• Build a robust mobile database that can be aligned to current CRM Database.

• Increase basket size & frequency

• Drive traffic to the stores, redeem coupons at the register

Solution: • Mobile audit and strategy • Mobile contact strategy • WEB Sign up for mobile alerts • In store alert enrollment • CRM and database Integration

Overview and Integration

Page 60: Key ingredients to creating an effective mobile messaging strategy

Mobile Program Results from 2011 Start Date: February 2011

Stores: 101 Mobile List Growth

Weekly: 4,000+

Total Members: 350,000+ Mobile Coupon

Redemption Rate: 94%

Mobile Opt-in, Annual Value: $108.19

YTD Gross Revenue: $55,536,000

60

Mobile is now a key pillar in the digital marketing strategy •Mobile is the only way to reach over 350,000 K&G Rewards customers

•40% of Rewards customers joined the mobile program

•Mobile Rewards customers are worth at least $30.00 more per year in incremental revenue

•Overall, 66% are existing customers, 33% are net new customers

60

Overview and Results

Presenter
Presentation Notes
Add phone and bold out the situation.
Page 61: Key ingredients to creating an effective mobile messaging strategy

Text Message Opt in Experience and Trackable Redemption Code

Offers and Response Rates $5.00 off 94%

20% off purchase 45% 30% off regular price 20% $20 off purchases of $100 1% 15% off purchases of $150 or more 0.01%

61

1 K&G Mobile Rewards Program Call to Action

Consumer Redeems at the Point of Sale 2 3

61

Experience and Results

Presenter
Presentation Notes
Add phone and bold out the situation.