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Secrets Behind Generating 25% Response Rates

Thomas Labarthe, Vice President Mobile Advertising, Alcatel-Lucent

October 3, 2011

All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL

Business as usual

2 All Rights Reserved © Alcatel-Lucent 2011 - EXTERNAL

The business of engagement


Engagement through conversations lead to long term relationships

4

Dialogue

1

Year X

Consumers’

Engagement

Dialogue

2

Dialogue

…

Dialogue

23

Dialogue

24

On-going conversation

Consumers’

Engagement

Campaign

#1

Campaign

#2 Year X

• Occasional touch points

• Fragmented engagement

• Low interactivity • High interactivity through Dialogue

• Re-engage with audience from previous campaigns

Traditional model

Adapted from: mobileSQUARED

“THE NEXT BIG THING !”


Source: Flickr, Yes South London

It starts with the

Opt-In


Once we have Permission we need to build Profiles and Preferences


Preferences require constant fine tuning to remain relevant

Image: Marcus Penna


Creating engaged audiences – the results (EMEA Deployment)

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16% Opt-in rate based on basic SMS invitation – without reward

50,000 Opted-in within first 10 days of soft launch

30% Average response rate to Dialogue campaigns Maximum 55% to date

1,000,000 Opted-in during a 2 month period


1,800,000 Opted-in since launch

Keep it relevant


10

Did you know that using your VISA Debit card at any store gives you a chance to win prizes up to 150,000LE? Reply free of charge 1=Yes 2=No

Visa Case Study

• Encourage use of Visa debit card while shopping

•Targeted to Arabic speaking users

Over 25 • Sent just before the Weekend

• Text Dialogue was used for the campaign format


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Using VISA Debit card at any store gives you a chance to win prizes! To get one contact your bank now! visamiddleeast.com

Make sure to use your VISA Debit card this weekend for all your purchases for a chance to win prizes! visamiddleeast.com

Reply 1

Reply 2


Response Rate / Hour Based on Relevance

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Insights

• Different behaviour patterns between the Low Spenders & High Spenders • Low Spenders were more active with the campaign across every hour of the day • Time of day matters more for High Spenders


Low Spenders High Spenders

Interests Drive Responses

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Insight

• Higher Response Rates on Business, Culture, Entertainment, Family, Special Offers, Travel • Lowest Response Rates for Cars, Fashion, Sports • New insight for brand on users interested in Music and Technology • The response rates are always consistent with the Low Spenders & High Spenders segmentation

Low Spenders High Spenders


Demonstrate Value


15

The new VW Touareg has been unleashed by Universal Motors. Do you want to know more? 1= Yes 2= No Reply for free

Volkswagen Case Study

• Raise Awareness that the new Volkswagen Touareg is available for sale

• Targeted to people interested in Cars

• Leveraging Text Dialogue format

• Completely free to reply


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Campaign Results 30% responded to the campaign

90% of all respondents wanted more

information

35 – 50 and over 50s were most

responsive

Males and Females were equally

responsive

The redesign of the VW Touareg comes with optimised engines, new interior, faster, lighter and easier to handle call Universal Motors on 0302243434 for inquiry


17

Do you know which star from Real Madrid made his choice to play with the new adidas Predator shoe? Reply for free 1=yes 2=no

adidas Predator Case Study

• Raise awareness of the new adidas Predator shoe

• Targeted to Arabic and English speaking users Under 50, Males and interested in

Sport

• Rich Dialogue was used for the campaign format


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You knew it was Kaka? "Own the Game" and visit adidas stores now for the new shoe collection of adipower Predator

Do you know which star from Real Madrid made his choice to play with the new Adidas Predator shoe? Reply for free 1=yes 2=no

Campaign Results

• 27% (Arabic), 19% (English) responded to the campaign

• 15-24s were most responsive (35.5%)

• 73% of Arabic speakers learned about adidas’ sponsorship of Kakà


• Foundation of a strong opt-in database is based on trust and transparency

• Constant fine tuning of preferences is critical

• Keep people engaged with things they care about, when they care about it

• Provide value, be useful, campaign wording is everything

Want more insights?

Check out our Behind Closed Doors session 14:15 – 14:45

The Milkman is Back

Mihai Vlad, Head of Insight & Audience Management, Alcatel-Lucent

Formula for consistent response rates


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