| Are you aware of the communication revolution | | | | with 29% of those sent the SMS message, taking up |
| occurring right now that is SMS Text Messaging? | | | | the offer and turning up. |
| What is SMS Text Messaging? | | | | Case 3 – A security business needed to |
| SMS, short for Short Messaging Service, is a text | | | | automate and centralize their time sheet process for |
| message service that enables short messages of | | | | all of their remotely located security personnel. At |
| generally no more than 160 characters in length, to | | | | each site a supervisor was supplied with a mobile |
| be sent to, and transmitted from a mobile phone. | | | | phone with allocated SMS text credits. As security |
| Mobile phones and the use of SMS, are having an | | | | personnel arrived on site, the supervisor would text a |
| un-deniable impact on our daily lives and the methods | | | | keyword and an ID number. These SMS messages |
| we use to conduct business. The fact that SMS also | | | | were sent to a central administration database, |
| provides an enormous opportunity for companies to | | | | where they updated each officer's individual |
| interact with their customers, is not really well known. | | | | timesheet. This process was repeated at the end of |
| Some numbers | | | | the day as officers left. The entire timesheet |
| Consider these figures. The 'Mobile Data Association' | | | | collection process, that used to take up to 2 days, |
| reported that in the UK alone, in a three year period | | | | was almost entirely eliminated. Further, because this |
| from 2003, over 75 billion SMS messages were | | | | process automatically updated the administration |
| transmitted. | | | | database, accuracy and prevention of loss of data |
| In the US, according to the 'Cellular | | | | was ensured. |
| Telecommunications & Internet Association', the | | | | Case 4 – A software service provider for |
| number of SMS messages has grown from 930 million | | | | media and advertising agents working in film, |
| per month in 2002, to 1.2 billion per month in 2003. | | | | television and photography, wanted to provide |
| Recently, in the Phillipines, SMS Messaging played a | | | | casting agents a quicker and more efficient way to |
| major role in bringing down an unpopular political | | | | find out if their artists were available for castings. |
| regime. Now that's a lot of SMS messages. | | | | This provider leads the industry in casting solutions by |
| The 'Australian Mobile Telecommunications | | | | combining, Web and SMS technology. All casting job |
| Association', reported that during 2005, Australians | | | | details are entered into a database, and then queried |
| sent more than 5 billion text messages. Considering, | | | | for artist matches based on set criteria. Artists who |
| Australia's population is only around 20 million, this is | | | | match the criteria are then sent an SMS message |
| extraordinary. | | | | instantly. Messages are only entered once, |
| Popular reality TV shows like Australian Idol, Big | | | | personalized, and sent to all of the relevant artists. |
| Brother, Dancing with the Stars, American Idol, and | | | | When received, the artist simply replies with a yes or |
| others, use SMS technology to generate millions of | | | | no. As the message is received at the administration |
| dollars of revenue directly from the SMS votes that | | | | database, records are updated immediately. Casting |
| will be used to determine the winners.more numbers | | | | agents benefited by saving time, reducing costs and |
| A study of various SMS campaigns revealed the | | | | accurate recording of events. |
| following outstanding results: | | | | SMS as an Effective Marketing Tool |
| 1. 61% response, 27% reply to a message, 19% visit | | | | Communication is vital in Marketing. SMS marketing |
| a web site, 15% visit a store. | | | | makes it possible to directly interact with customers |
| 2. 94% of messages are read, which explains the | | | | and provides a cost-effective method of data |
| high levels of response and brand impact. | | | | collection. Many leading companies have included this |
| During the last few years, SMS Messaging has | | | | medium in their marketing strategies, and |
| developed into the most used service in the mobile | | | | consequently, the number of companies using SMS |
| data area. Also, when response rates, interactivity | | | | continues to grow rapidly. |
| and cost to implement, are considered, SMS | | | | Client database |
| marketing is without doubt the most popular | | | | An important component of using SMS as a |
| marketing method. | | | | marketing tool is a client database. This database |
| SMS is a high-response-rate method of | | | | should be maintained with other relevant customer |
| communication, which can help to acquire and retain | | | | and contact information and of course should contain |
| consumers, sell and promote products, drive loyalty, | | | | a valid mobile phone number. If applicable to your |
| and reinforce branding efforts. | | | | area, ensure that you are able to personalize your |
| Based on current growth figures, SMS Messaging will | | | | SMS messages by keeping first names in your |
| become an ever increasingly important component in | | | | database. |
| future marketing communications. | | | | Ensure your database is opt-in |
| Here are 6 reasons why: | | | | Perhaps the most vital factor when settings up an |
| 1. SMS messages nearly always reach the recipient | | | | SMS campaign. Make sure your member database of |
| Since there is a charge for sending SMS messages, | | | | mobile phone numbers is opted in. This pre approval |
| they nearly always reach the intended recipient. SMS | | | | for SMS communication ensures prevention of |
| messages are forwarded to SMS Gateways, where | | | | prosecution. Provision of a member opt out process |
| they are stored until sent. This means, even if the | | | | will also help to avoid legal issues. |
| recipient is not immediately available to receive them, | | | | Keep it benefit focused and relevant |
| or if the phone is powered off or out of range, | | | | Ensure your marketing is relevant to your target. The |
| messages are able to be delivered at the next | | | | relevance of the message is vital for success. Can |
| opportunity. This high rate of deliverability makes | | | | the recipient see a real and tangible benefit to the |
| SMS Messaging the most effective method of | | | | message? If not, brand damage could result. Limit |
| communication available. | | | | SMS messages to no more than 160 characters. |
| 2. SMS messages nearly always get read by the | | | | Focus your message on benefits and don't ramble. If |
| recipient | | | | messages are more than 160 characters, a second |
| There's nothing more irresistible, than the tone of an | | | | SMS will need to be sent. Avoid this. In addition to |
| in-coming SMS message to the user anticipating, | | | | doubling the cost, the recipient may be irritated and |
| perhaps, a personal message from a friend. This | | | | discard the entire message. |
| reason alone nearly always guarantees that the SMS | | | | Ensure interactivity by Inviting participation |
| message that you send, will be read. | | | | SMS Messaging is an interactive medium. Invite |
| 3. SMS messages nearly always get read within | | | | participation through polls, logos, games, ring tones or |
| seconds of being received | | | | vouchers. Use interactivity to obtain information for |
| Mobile phones are carried by their users wherever | | | | precisely targeted future promotions. |
| they go, even in the restroom. Thus when they | | | | Stick to the tried and proven techniques of database |
| receive a SMS message promoting a marketing offer | | | | marketing |
| from your business, they can't resist checking it out | | | | Standard database marketing techniques and |
| and they will usually do this, within seconds of | | | | principles, as used by other marketing mediums, are |
| receiving your message. | | | | what SMS Messaging requires. The marketing |
| 4. SMS messages will usually get you an immediate | | | | database should be dissected by various factors as |
| response | | | | required by particular businesses, including, gender, |
| Mobile users are usually addicted to their phones, | | | | age, interests, location, purchasing patterns and |
| whether they would like to admit it or not. A well | | | | frequency. |
| crafted marketing offer, with an incentive to respond | | | | Create confidence with a Sender ID |
| quickly via return SMS, will usually result in a response | | | | The presence of a sender ID is useful as it invokes |
| more quickly than via an e-mail or other type of | | | | confidence with the recipient, as the receiver knows |
| marketing offer. | | | | the source of the received message. A company |
| 5. SMS messages are extremely cost effective | | | | name, brand or trade-mark name should always be |
| Compared to other methods, and considering it's high | | | | included in the body of the text message. |
| deliverability, there is no contest. SMS Messaging is | | | | SMS is a personal tool – Respect it |
| the most cost effective method of communicating | | | | SMS marketing places your brand and message |
| and promoting of products and services currently | | | | directly to a tool, that consumers consider highly |
| available. | | | | personal. Marketers need to respect this method of |
| 6. SMS messages can be either a 1 or 2 way | | | | communication and avoid over using the medium. |
| communication | | | | Exercise restraint, and avoid jeopardizing your legal |
| Using SMS Messaging to communicate or promote | | | | position to use SMS Messaging as a future marketing |
| products offers a level of interactivity hard to | | | | tool. |
| replicate using other methods. | | | | SMS as an Effective Communication Tool |
| Case Studies | | | | SMS Messaging is widely accepted as the most |
| Case 1 – Around 2,500 mobile phone-users in | | | | popular and effective communication tool with a |
| the town of Lulea, Sweden, volunteered to receive | | | | movable audience. |
| SMS messages of special offers from 150 local | | | | SMS can be easily integrated with a companies |
| organizations. The volunteers were sent an SMS for | | | | existing database and also enables the company to |
| a well known fast food outlet's burger offer, 25 per | | | | automate the dispatch of messages. It can also be |
| cent of the targeted users took up the offer. | | | | sent immediately to large or small groups, manually or |
| Case 2 – A small club wanting to increase their | | | | automatically. SMS messages can also be scheduled |
| patrons during slow nights during the week, decided | | | | to be sent at preset times daily, weekly or |
| to run theme nights. Having invested in maintaining a | | | | whenever. |
| database of the clubs members, the club owner | | | | Summary |
| prepared and sent an SMS message to his member | | | | Right at this moment, literally millions of SMS |
| database, offering a 45% off discount for turning up | | | | messages are being sent around the world. |
| with the text message. This was done the night prior | | | | Can you see the opportunities for your business? |
| to the event. The promotion was very successful | | | | |