Sms marketing workshop bdma

Delivering Cloud Communications since 1991 !

SMS Marketing

Tailor-made phone solutions (SMS & VOICE)

SMS notifications

Workshop 29th of January 2015


SMS Marketing Agenda

1. What is an SMS ?

2. Why you may want to use an SMS to contact customers ?

3. What are the applications for your company ?

4. What are your SMS Marketing objectives as marketer ?

a. Build a Database

b. Activate a Database

5. What does it cost?

6. What else can you do with an SMS?

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What is an SMS?

• SMS = Short Message Service

• Contains Text

• It can contain links (url) to your website

• It can contain text variables from your

CRM or ERP

• 160 signs per SMS, Maximum 5 SMS

• You can send a long SMS or a concatenated SMS, 1 message

composed with more text messages of 160 signs each

• An SMS can be send from a mobile phone to another

• An SMS can also be send from an SMS application to a mobile

phone and conversely

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What is an SMS?

• When we speak about SMS applications, an SMS can be

• MO (Mobile Originated): sent from a mobile phone user to

an SMS application. User pays the message.

• MT (Mobile Terminated): sent from an SMS application to a

mobile phone. It is free of charge for the consumer, charged

to the sender (company).

• MTR (Mobile Terminated Reversed Billing): sent from an

SMS application to a user but the message is billed to the

user at a premium tariff.


Proven technology

Cloud Communications

Why you may want to use an SMS to contact customers ?

Stable

Cheap

Avoid call to customer or customers do not call

One number – one owner that can be identified

No data connection needed – mobile network is sufficient

SMS open rate is 97% (e-mail is 10 to 30%)

Rate of SMS being remembered is 60%

Sending and Delivery Status are available


Phone self-service inbound

One-Time Password

Appointment reminders

Alerts & notifications

Automated helpdesk

Satisfaction survey

Automated call campaigns

Debt collection

Crisis communication

Contest & voting

Direct marketing


Shipping notifications

Call Centre optimization

What are the applications for your company ?


Your primary objective with SMS marketing as marketer ?

• As Marketer you may want to

1. Build a contact database

2. Activate a contact database


What to consider to build a contact database?

1. Concept:

game, coupons, co-branding action

2. Where to publish:

press, web, radio, TV, street display

3. Shortcode and keywords:

• Shared shortcode – It’s the same as other brands

• Dedicated shortcode – Unique and linked to your brand

• Keywords – what do prospects need to answer ?


What to consider to build a contact database?

4. Legal:

Legal texts to include in your communication (price, time frame…)

e.g., Surf naar Grohe.be of SMS ‘GROHEDOC naam en adress’ naar

3536 (0,50€ per SMS)

5. Handling Replies:

Who/What receives the messages? What is the answer you give?

6. Statistics:

Volumes per keyword, per media


Example: Build a contact database

• A car brand wants to build a prospect database for a new car launch (e.g. Hyundai)

• Car brand uses web banners, leaflets, ad space in magazine etc., to display the action

• User sends keyword (e.g. Test i30) by SMS to a short number (e.g. 8810)

• Car brand collects numbers – Call Centre makes appointment –Car brand sends all details to local dealer


What would it cost ?

• Price of the SMS

• Application development cost – developer hour rate

• Shared shortcode – Free of charge

• Dedicated shortcode – 160,00 €/month

• All costs linked to your marketing action


What to consider to activate a contact database?

1. Concept:

Discount code, activation code

2. Where to publish information about the action:

website, in-shop display, leaflets

3. Shortcode and keywords:

• Shared shortcode – It’s the same as other brands

• Dedicated shortcode – Unique and linked to your brand

• Call to action – what do prospects need to do with what you

offer ?


4. Legal:

a. Legal texts to include in your communication (price, time frame…)

b. If opt-in, ok, you can send an SMS

c. People should have the right to unsubscribe by sending STOP. This has

to be mentioned in the first SMS.

d. An SMS sent out via shortcode is always bi-directional, people must

have the right to answer

5. Handle actions:

place on website to insert code? Is your salesforce in your sales point ready

to accept the SMS and the code?

6. Statistics:

How many people received the SMS ? How many activated the promotion

codes ?

What to consider to activate a contact database?


Example: Tease a contact database

• Rabobank wants to make new clients

• They sent an SMS to a prospect database

• The SMS contained a promotion code to use when you register online for a new bank account

• When bank account opening process is completed, new customers are invited to enter the code on the website

• Their bank account is directly credited with 50 €


What would it cost ?

• Price of the SMS

• Application development cost – developer hour rate

• Shared shortcode – free of charge

• Dedicated shortcode – 160,00 € per month

• All costs linked to your marketing action



One-Time Password



Automated helpdesk

Satisfaction survey


Debt collection


Contest & voting

Direct marketing




What else you can do with an SMS ?


SMS Notification Solution

Challenge :

• Telenet wants to reduce the number of calls to their Call

Centre in order to better use agent’s time

Solution Provided :

• Set up an outbound SMS-/automated call system allowing

Telenet to proactively inform their customers

Advantages, results, ROI for Telenet :

• Reduce the number of calls to the Contact Centre

• Increase customer satisfaction

• Easy implementation