The Retailer’s Guide to Driving Sales with SMS/MMS

This Holiday Season

Every year the team at Mogreet sees a wide range of programs designed to entice consumers to join a mobile program and then take an action with varying success. This year, we wanted to share our top tips and tricks for achieving successful ROI this holiday season.

In this Holiday Guide to SMS/MMMarketing, you will learn:

Top goals of today’s retail marketersHow SMS/MMS drives customers through the purchase funnelThe customer journey for text marketingNew and creative ways to build a database, provide customer value, gather data, and customize offerings to drive sales this holiday season

SMS/MMS Activates Consumers!

Brand EngagementDatabase Growth

Loyalty Club/CRM

Online Traffic/SalesIn-Store Traffic/Sales

App Downloads

Mobile SiteTraffic

Cross Promotions

Social Sharing/Buzz

Top Retailer SMS/MMS Holiday Goals

Brand Awareness

Brand Interactions/ Acquisition

Driving Engagement &

Sales

Advocacy

Loyalty

3 ways retailers use SMS/MMS to drive customers through the funnel:

• Charlotte Russe features quick to expire coupons to drive in-store sales, brand interaction and loyalty

• Jack In The Box sends out compelling food photos to their mobile database right before lunch to drive in-store sales

• Steve Madden uses MMS coupons to drive traffic to their mobile site, increasing m-commerce sales and boosting consumer loyalty

SMS/MMS Drives Everything!

Unaware

• No/low initial brand/program awareness

Initial Awareness

• Awareness enters through variety of channels

Understanding

• Value-based offer initiates consideration

Usage

• Engagement experience and offering drives sales

Advocacy

• Social sharing tools empower brand advocates

Loyalty

• Future engagements reinitiates consideration

Customer Journey: Path to Purchase

Awareness

Consideration

Engagement

Purchase

Advocacy

Loyalty

Back to Consideration

Time is of the essence, start promoting now

To build a database in time for the holiday season, now is the time to promote the keyword and short code through your earned, owned, borrowed and paid media such as:

Your website, ecommerce site, and contact pageYour existing email database All forms of advertising (online, mobile, print, on air, radio and more)Across social media platforms – tweet it or post to Facebook weekly to remind people about the program

Be Fast! Start Promoting NOW!

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Promote the keyword and short code with clear instructions

Include on product packaging! Send product information, video demos, and more.Take advantage of POS (point of sale) opportunities on-site or in-venue at eventsDon’t forget to include CTAs on paper receipts, email signatures, and marketing materials. Most importantly, train in-store teams to encourage registrations within your store

Walmart & T-Mobile promoted this text-to-vote campaign in store and online

Be Everywhere! Promote! Promote! Promote!

Be Easy! Increase Awareness & SalesMake holiday shopping easy with gift guides and wish lists.

Every customer struggles to find the perfect gift. So make it easy and create your own highly targeted lists to help customers narrow down options.

Allow sharing gift guides and mobile wish lists via text! Drive sales with product images and look books relevant to key customer segment – Moms, dads, children, etc. Allow customers to add or buy products to wish list via inbound textAdd click-to-buy links within messageAlso try gift guides segmented by price ranges!

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Provide value to drive customers through the purchase funnel

Remove holiday headaches, offer content most valued by your consumers this season

Promote online shopping with exclusive free shipping codes Tailor the promotion for best results – launch a few weeks prior to top shopping daysInclude links to drive immediate redemptionOffer mobile message alerts for when their packages ship too!

Here’s your exclusive free shipping promo code ‘MOSHIP’ good until Jan. 3!

Start shopping at www.online.com

FREESHIP

Get Free Shipping – Join the Mobile Club!

Text FREESHIP to 51515

Be Valuable! Drive Holiday Sales

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Be Interactive! Deepen Loyalty and SalesIncrease loyalty & sales through interaction

Campaigns that allow your customers to be a part of your marketing program strengthens customer loyalty, drives a deeper connection with your customers, ultimately drives sales and return on investment. 

Branded Holiday Greeting CardsConsider creating a series of branded mobile holiday greeting cards that users can text to friends and family. Turn this tool into an e-commerce lead by including a short term discount or coupon for recipient use.

Branded logo hereH

appy Holidays,

Mom

!

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Be Compelling! Engage CustomersEveryone loves a contest and MMS makes it easy!

Consider implementing a campaign to highlight products and services. User generated content to text to win campaigns are easy to set up and quickly builds a database, engagement and sales.

Text-to-win campaignsTrivia questions and pollsUGC (user generated content) campaigns

Text in a photo wearing the latest look using clothing from your brand for a chance to win a new piece for your wardrobe etc.

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Be Personal! Increase Engagement and TrafficUse data to create customized programsEncourage fans to text in their zip codes to find the nearest store. This will provide them valuable information and give you data

Drive Traffic to Multiple Locations with Holiday Event Alerts!

Send customized invite your shoppers to join you for a special event at each store location, with a quick to expire coupon or limited quantities of discounted items. Drive engagement by using videos to feature a snapshot of the seasons’ hottest new products along with a text message with a unique coupon code per customer.

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Be Personalize! Customize to Drive SalesEncourage fans to text in their zip codes to find your nearest store.

This provides customers immediate valuable information and you the data needed for future geo-location based message targeting.

Additional ideas include:Use rolling time zone distributions to drive engagement around key times of the dayCustomize content based on local market happenings (weather, news, etc.)Use top handset reports to target app promotions based on OSTake advantage of DMA and area code segmentation opportunities to drive action in key markets

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Be Social! Empower fans with social sharing Increase your brand’s viral buzz

One of the best ways to increase visibility of your program and additional subscribers is to empower your recipients to share your messages and offers across their social platforms.

Add direct sharing links to social networks like Facebook and Twitter within your MMS message.  It’s an easy and smart way to create even more awareness and viral impressions using word of mouth via social networks.

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You’re ready to get started!

With all of the Holiday specific tips and tricks offered in this guide, you’re going to be off to a great start when structuring the upcoming Holiday retail marketing plan. All pieces of the marketing mix should complement and support each other. Mobile marketing can be the one piece that gives you a true advantage over your competition.

If you would like to find out more about how SMS/MMS message marketing fits into your marketing mix, contact the mobile marketing experts at Mogreet at info@mogreet.com

Get Started Today!Info@mogreet.comwww.mogreet.com