SMS advertising for politics.

FIRST SCREEN

In 1929, we were introduced to the “First Screen”

Still today, Television advertising is a tremendously effective way to market

Second Screen

• In 1992 the world was introduced to the “browser” featuring 26 live web pages.

• Second Screen was born.• This has been the fastest growing and in most cases,

most cost effective form of marketing for businesses ... until now ...

Third Screen2008 saw the evolution of the “Third Screen”

Immediately, 87% of American homes had at least one mobile web capable device in them including:

o Mobile phones, iPads, iPods, Nintendo DS, Mini Notebooks, etc

With a new screen brings new ways to

market

Always on, always available

Mobile provides a means for brands to engage their consumers! 

Which not only builds brand equity but also refreshes their relationship with their customers.

• SMS Text Message Marketing

• Mobile Applications• Mobile Gaming• Mobile Web Sites• Bluetooth Proximity and Wifi

Mobile MarketingTechniques• Mobile Search

• Location Based Services• QR/2D Barcodes• 3D/Augmented Reality• Mobile Video 

Mobile Marketing is for your 20 percenters

(the 20% of your customers that spend 80% of the money)Mobile is an OPT IN ONLY channel

Subscriber based opt in database marketingBest practices provided by mobile marketing association 

SMS is the workhorse of

mobile marketing

Text Message Marketing Methods

• Text to Vote• Text to Win• Text to Screen• Mobile Alerts• Reminders

• URL/Link Delivery• Application Download• Mobile Coupons• Mobile Donation• Mobile Business Cards

QR CodesEvery business has the ability to use a QR Code in some fashion

QR Codes can send customer to:• Mobile landing page• Video• Your social media sites• Map to your business• Exclusive coupons, discounts, or

giveaways• Customer feedback form or email

Is your business mobile friendly?

• Can your consumers connect with you anytime anywhere?• By 2013, more people will access the internet via a mobile

device than through a PC (Forrester Research)• Today 1 in 7 Google searches originate from a mobile device

o Google estimates 1 in 4 searches will originate from a mobile device in 2012

• 43% of Americans own a smart phone o (82.5 million users)

Currently Less than 10% of web sites are mobile

friendly

If you have a Web site, you’re already in the mobile world — and the chances are you’re making a terrible impression on your audience.

Traditional web sites have WAY TOO MUCH content!Smart Phones have different browsers and screen sizes

Mobile users need quick answers and bite-sized content in easy-to-digest formats (e.g. video/audio vs. text)

First Develop a Mobile Strategy

• What do your customers or potential customers need from you when mobile?

• B2B Mobile differs from B2C Mobile because it is driven by efficiency rather than entertainment

• You must strive to make their work related activities BETTER, FASTER & EASIER. 

Once you have created a plan to take your web site mobile, you must decide:To create a simple mobile version of your site in HTML 

ORGet more advanced and create a mobile web app using advanced

languages like HTML5 or JQuery

Decision time

Either way, you MUST include browser detection and redirect as part of your mobile web

strategy.That means that when a user visits your MAIN WEB SITE with a mobile

device, they will automatically be redirected to a mobile friendly web experience.

Politics

• President Obama rolled out a text marketing campaign during his 2008 election run

• Now a must have for politicians running for office to connect with younger tech-savvy generations

• Does not require extra staff to manage• Simple, cheap and effective

How It Works• Begin by building an SMS opt-in database of supporters• Place a call to action on your website, and social networks• Ask people to text your keyword to the short code• Supporter’s cell phone numbers are automatically added to the

database and a short auto-reply message is sent• Auto-reply messages thank the subscriber for signing up for the

text alert list and to look for future campaign updates and pertinent information

Cont'• The list will build in the background on auto-pilot and the campaign can send weekly updates

about community meetings, standouts, events, debates and text messages asking for volunteers or donations

• A new message can be sent out in minutes and compared to the time and resources it would take to call thousands of people to find volunteers or participants, the ease, cost and time savings are unmatched

• On election day, remind people throughout the day to get out the vote• Post election, you can retain your database list and continue to communicate with voters and

supporters• Most convenient way to reach 18-30 demographic

Obama may or may not be your choice for president, but he was named 2008's Mobile Marketer of the year.

Why?

2.9 million people opted-in to Obama's mobile campaign in only 2 and a half months!

Obama's campaign managers, agencies and mobile marketing specialists used a combination of SMS text messaging, mobile Web site, interactive voice response, mobile video and mobile banner ads to reach out to the millions of U.S. voters keen to engage with their candidate through the mobile phone

Case Study

• The campaign’s five goals were to seize control of the mobile channel, build the opt-in list aggressively, develop participant profiles, optimize message frequency and leverage mobile's unique strengths

• Team Obama ran geo-targeted mobile ad messages in several states, as well as interactive voice applications for voter-location as well as SMS opt-in and live voter assistance through click-to-call

Case Study

Effect• Engaging with voters through a mobile device that's on or near them round-the-

clock was paramount. Those who opted-in to messages from Obama raised their hands and wanted to engage

• Messages (ranging from SMS text, video, interactive voice response, and on the mobile Web site) were focused, simple and inviting. Supporters felt they were connected and that the candidate spoke with them directly.

• Messaging came across as authentic. At that point, it isn't marketing -- it's communicating. Mr. Obama wasn't afraid to ask for help through his text messaging.

• Mobile was a strategy, and not a tactic. There was a long-term plan that  generated ROI. 

Case Study

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