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The Future of Retail (Surprise, It’s Mobile!): How Nonprofit Retailers Build Fans and Drive Sales in a Mobile First World
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// Mogreet Company Snapshot
2006 Company founded & backed by top VCs
3 Offices (LA, Seattle, Midwest)
4 Industry boards (advertising, best practices, couponing, video)
10% of Americans have received a Mogreet-sent message
>65% of all shortcode-based MMS sent in US via Mogreet
>98% of US can receive text messages via Mogreet
>3B consumers globally can be reached via our platform
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Extensive experience in mobile marketing for large, small and non-profit businesses
// Mogreet Clients
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MOBILE LANDSCAPEWhy Mobile Messaging?
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Mobile Marketing
Apps
QR
Mobile Marketing Tactics
• 98% of U.S. mobile users can receive Messaging (SMS/MMS)
• 55% of U.S. mobile users access the mobile web
• 26% of users have downloaded and used an app 1 time before deleting it
• 15% of U.S. mobile users have scanned a QR code
Messaging(SMS/MMS) Mobile
Web
// Understanding the Mobile Landscape
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// Today’s Mobile Consumer: What are they doing?
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// Today’s Mobile ConsumerEmail & Voicemail dropoff is staggering
70% of Consumers say they rarely, or never use voicemail
70% of Consumers say they rarely, or never use voicemail
Only 10% of Consumers open their emails (and on average 6-12 hrs. later)
Only 10% of Consumers open their emails (and on average 6-12 hrs. later)
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//Mobile Marketing Tools Overview
Elements SMS MMSMobile Web
QR Apps
Audience Reach 98% 98% 51% 51% 51%
Able to featuremultimedia
No Yes Yes Yes Yes
Ave. clickthrough rate (CTR)
3% 10% .5% Varies 3.6%
Requires a download
No No No Yes Yes
Need Wi-Fi/data to view rich content
Yes No Yes Yes Yes
Key decision factors: Reach, usage, data requirements, ability to drive action
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// Mobile v. Social – ROI v. AwarenessThe immediate ROI is today in mobile, while social continues to drive brand awareness
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7 ELEMENTS OF SUCCESSTips and tricks to drive higher ROI
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//Elements of Success
1. Pick your goals2. Promote everywhere!3. Be valuable 4. Be creative +
engaging5. Social sharing6. Target with data7. Be customer-centric
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GLEE CHARLOTTE RUSSE
Driving Awareness, Consideration, Engagement, Advocacy, Loyalty
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Objectives: Increase weekly tune-in Compel social sharing Drive immediate sales via iTunes
Campaign OverviewExclusive, weekly tune in video messaging Social sharing to increase viral impressions iTunes/MMS integration to drive sales
Results: Grew mobile database 33% in one day2 million viral impressions per season via mobile sharingSupport #1 iTunes sales position each week
//Driving Tune Ins, Social Buzz and Sales with Glee!
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Objective: Grow existing mobile database and drive
sales Campaign Overview
Charlotte Russe launched a 3-day weekend “Mystery Date” MMS campaign incentivizing fans to select their ideal Mystery Date by texting MATCH to a short code, via a mobile coupon Results:
33% growth in mobile database300% higher participation vs. previous
SMS programs
//Building Databases and Driving Sales with Charlotte Russe
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15
Thank you.
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