Download Direct Response and Sales Promotion

Product Summary
Direct response &
sales promotion
Platform modules and enhanced
advertising interaction
Consumers are increasingly using mobile devices to immediately
respond to marketing communications. If you aren’t integrating mobile
with your advertising, you’re missing out. At its core, mobile marketing
is a direct response and CRM medium that can and will enhance your
marketing to reach, acquire, and manage your customer relationships.
Speak to us about:

short codes and long codes

QR codes

mobile internet landing pages

text for [call back or info]

location-based marketing

sales promotions, such as ‘text to win’

surveys
Reply
OOH
Channel engagement
J O I N T H E JAG UAR
(Diorama/Kiosk)
P l atinu M
URL&SMS
CElEBRatiOn
One of the most effective ways to integrate
mobile with your DR strategy is to highlight
mobile as a response channel – or even as the
‘preferred’ response channel (see Fig. 1). This
can be done simply and relatively inexpensively
using shortcodes or QR codes. These response
tools make it easier and faster for consumers to
directly respond to marketing communications,
improving response rates, generating interest
»
within target segments, and turning passive
activities into proactive opportunities. Mobile
measurement and tracking also provides better
SOUTHFLORIDAjAgUAR .cOm
reporting on marketing performance.
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»
TexT
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TO
5 2 4 8 2 7 (jag ua r )
5 2 4 8 2 7 (jag ua r )
SOUTHFLORIDAjAgUAR .cOm
Advertisement via SMS
in proximity of a retailer
21%
Figure 1: Jaguar advert
Movie theatre
offers / promotions
26%
Offers you can save
and pursue at leisure
26%
A barcode that can be
scanned by phone
Grocery coupons
Cross, London Ambassadors (2012 Olympic &
Paralympic Games), Cadbury’s, Greater London
Authority, and STA Travel.
29%
36%
Figure 2: What customers would be interested in recieving. Source - Compete.
Iris modules
Incentivated provides an advanced Enterprise
Messaging SaaS solution, featuring multiple
modules and connectivity options. We offer
value-added functionality over and above our
network connections to the mobile networks
for SMS/MMS and email communications.
(Incentivated is also an ESP.)
Some of the modules available that can be used
for response and promotional purposes include:
Auto response
Auto Response , as the name implies,
automatically replies to incoming text messages
with predefined information according to specific
keywords. Useful implementations include
store opening times, website URLs, and charity
donations. Clients can deliver multiple, billed or
unbilled messages as required.
Our solution includes advanced analytics capable
of reporting on messages sent and delivered, as
well as user interactions with functionality within
a given message (e.g. unique links clicked).
Reports are time and date stamped, and can
include geographic information for location
based services.
Incentivated’s mobile modules are used for DR
and sales promotion purposes by fmcg and
blue chip clients including GSK brands (such as
Horlicks), Marks & Spencer, NSPCC, British Red
65%
of smartphone users are open to
receiving offers on their mobile phones.
Source - YouGov Plc.
eBrochure request
When clients want to deliver brochures,
or more detailed content, to customers,
the eBrochure Request module is used.
Subscribers simply send a message that
includes their email address, and eBrochure
Request will automatically deliver a preconfigured email to the specified account, with
the brochure and or other content added as an
attachment.
An evening with
Boris Johnson
6 November 2008
Bromley Civic Centre
and the London Assembly
People’s Question Time
Thursday 6 November 2008 7-9pm
evening with
Bromley Civic An
Centre,
Stockwell Close BR1 3UH
Boris Johnson
Your chance
meet
the Mayor
and Assembly Members
andtothe
London
Assembly
and find out what they are doing for London and you.
People’s Question Time
Communication
Thursday 6 November 2008 7-9pm
Bromley Civic Centre, Stockwell Close BR1 3UH
Allows you to receive general text messages
and/or images or videos sent in by SMS and
To request FREE TICKETS send your name, your address and
MMS. So, for example, if you are running an
number of tickets you need by one of the following ways:
event and want people to send in pictures Email
or [email protected]
Online at www.london.gov.uk
perhaps to report issues and problems such
as 020 7983 4762 (answerphone service)
Telephone
sending a photo of illegally dumped rubbish,
unsightly graffiti or broken paving stones to
your local authority.
Your chance to meet the Mayor and Assembly Members
and find out what they are doing for London and you.
To request FREE TICKETS send your name, your address and
number of tickets you need by one of the following ways:
Email [email protected]
Online at www.london.gov.uk
Telephone 020 7983 4762 (answerphone service)
Text* PQT followed by your name, house number/name
and full postcode, then the number of tickets you require
to 62967.
*Texts cost 10p plus your standard SMS rate
To plan your journey visit: www.tfl.gov.uk/journeyplanner
Text* PQT followed by your name, house number/name
and full postcode, then the number of tickets you require
to 62967.
*Texts cost 10p plus your standard SMS rate
To plan your journey visit: www.tfl.gov.uk/journeyplanner
Two-way communication
NSPCC use this functionality to help increase
access to and use of its Helpline by mobile users,
through a simple to use SMS interface. The
service, which is integrated with their support
centre, allows NSPCC Helpline counsellors to
Figure 3: ticket request
access and respond to messages received from
members of the general public in close to realtime.
Survey
WIN the Ultimate
London 2012
Experience
Tickets to the
Men’s 100m Final
+
3 other top London 2012
Olympic Games events
Luxury 5* Hotel, all Meals and Transport provided.
For your chance to win
Text ‘JELLY MASCOTS’ to 62233
*1. Entrant must text “JELLY MASCOTS” to 62233. Standard mobile rates apply. 2. Entrant must be UK
resident and minimum 18 years of age. 3. Entrants are limited to one entry per week per mobile number.
4. Proof of purchase necessary. 5. Promotional period: 13.07.11 - 09.08.11. 6. For full terms and conditions
see www.bassetts.co.uk/jellymascots
Figure 4: Cadbury’s text & win pack.
Conducting short surveys using SMS or mobile
internet sites can be an effective way of reaching
consumers and gaining useful data. Simple web
(WAP) or SMS-based surveys can be sent out
as a link in an SMS receipt message as a way of
generating immediate/timely customer feedback.
NSPCC, for example, send out a simple survey
to people that text to the helpline to understand
what they thought of the service and to know
what, if any, improvements or refinements they
may need to make to the process. Our Survey
module allows clients to deliver questions
either via SMS (as multiple messages or a single
message) or through a mobile-optimised website.
Mobile vouchers and coupons
Send mobile vouchers or coupons direct to
customers’ handsets for redemption in-store.
This module could also be used to deliver a
personalised ticket to an event e.g. GLA (People’s
Question Time).
Integrating mobile with your
DR strategy
Shortcodes
A shortcode is a five digit number that can
receive and respond to text messages.
A consumer sees an advert and becomes
interested, notices the keyword call to action
(e.g. ‘text INFO to 62233 for more information’)
and sends a text message to the number. Our
platform receives the SMS, and responds with an
automatically-generated response specific to the
client’s needs, such as internet links, multimedia
content, or location-based information.
Using shortcodes in your DR strategy allows
consumers to request and obtain instant,
relevant, and personalised information.
Figure 5: Useful, localised, information from a simple SMS response
Longcodes
Find my nearest
Find My Nearest services are an innovative way
to connect recipients with useful and relevant
information. Using location-based services (i.e.,
network look-up based on cell IDs), subscribers’
postcodes or GPS coordinates, Find My Nearest
can deliver tailored results by linking locations to
a database of pre-loaded ‘places’ or ‘content’, e.g.
Cabwise*.
A longcode is a “normal” 11-digit mobile
phone number through which messaging
communications can be originated or received in
exactly the same way as a short code.
*All examples can be seen as case studies on our website.
Text and win
Our Text and Win module allows you to engage
consumers using our easy-to-manage mobile
prize draw system. Usually subscribers will
submit an individual code found on a product
(e.g., under a label) to enter an hourly or daily
prize draw via SMS, e.g. Horlicks*. Our Text and
Win system can then randomly select entries to
be used in prize draw notifications, providing
clients a fully-automated mobile marketing
solution.
Thank you. We will
send the brochure to
BOB, 1 ACACIA AVE,
NEWTOWN,
NEWSHIRE, AA1 2ZZ
Ticket request
Ticket Request allows people to submit their
name, house/flat number and postcode by SMS
in order for you to send them a ticket or other
printed material. It’s an easy and convenient way
for subscribers to engage in mobile payments,
e.g. GLA* (People’s Question Time, Fig. 3), or
M&S Name Tapes.* (Fig. 7).
Figure 6: A typical ‘reply’ SMS from an information request
Why use a long instead of a short code?

Short
code formats are different in different
countries – in the UK they are 5-digits, in
the USA, 6-digits long for example. If your
campaign is active in multiple territories, then a
single longcode will save you having to re-print
/ edit advertising creative for every country.

You only need to register (and manage the
results for) one number (you can still separate
out results by country of origin). With a short
code for each country, you’ll need a set of
analytics for each territory.

Even for UK-based campaigns, if your
marketing activity includes the Channel Islands
(or is aimed at overseas tourists to the UK, for
example) then they will not be able to send
messages to a UK short code. You will need to
provide them with a long code number (and
the relevant international dialling code: +44 for
the UK).
Of course, longer numbers are generally less
memorable, hence the prevalence of short codes.
You’ll become very familiar with OFCOM’s “gold”
number ranges (the memorable ones like 07788
77 88 77) for 11-digit phone numbers that are
not a general jumble of digits such as your
personal number probably is.
2D Mobile barcodes (QR)
There are several types of 2D barcodes (see our
Mobile coupons, vouchers and tickets white
paper), but the most common mobile marketing
codes that are beginning to dominate
advertising are ‘QR’ codes.
QR (quick response) codes are another way
for consumers to directly respond to your
communications. QR codes work much the same
as the barcodes you see printed on products
at a retailer; a code is scanned using a mobile
phone and specific software† and is translated
into meaningful information (see Fig. 8). The
information can be anything: links to websites,
special offers, multimedia content, marketing
communications, and much more.
With the increasing size of app-stores (over
500,000 in iStore, 250,000+ in Android
marketplace, etc.) using a QR short code is now
a good way to promote a deeplink direct to your
app - rather than relying on customers searching
fruitlessly, or getting distracted by other apps instore (Fig. 6).
One of the key benefits of QR codes is that,
once the software is on the customer’s phone,
the effort required to respond to marketing
messages is reduced; respondents simply snap
the QR code and are instantly directed to your
choice of response location.
†If you want to try this yourself, but don’t have a code reader on
your phone, simply text CODE to 62233 and we’ll send you a link
to a reader appropriate to your phone.
To: 65006
1/00/2010 10:15
TAG Megan Jones 1
W11 1WW
Reply
Figure 7: SMS response &
shortcode.
Figure 8: 2D direct response mobile barcodes. The customer sees an advert incorporating a QR code; scans the QR code; and the phone loads
the mobile website, or performs some other action.
Implementation
There are so many ways to use shortcode and
QR code technology to develop engaging and
effective DR campaigns. At Incentivated, we’ve
been implementing mobile DR campaigns for
over a decade with excellent results for our
clients. Here are a few suggestions:
Request more information
Advertisements can only provide consumers with
limited information before they become cluttered
and ineffective. By integrating shortcode or
QR code calls-to-action on digital and physical
advertising, we can encourage consumers to seek
out more information easily and quickly, helping
consumers engage with your brand.
Call back request
The most effective DM campaigns keep
consumers’ personal costs to a minumum.
Having to pay to respond to marketing
communications can act as a deterrent for
consumers, so providing a call-back service is
a method of reducing barriers between your
marketing messages and consumers’ direct
engagement.
Link to mobile internet site
Pushing consumers to your mobile-optimised
website provides clients with a range of response
options: more information, purchase solutions,
location services, booking services, multimedia
content, and more. But, manually entering long
URLs into a mobile device is tedious, and at the
end of the day, most consumers just won’t do it.
50%
of location-specific searches
are done via mobile.
Source - MCR.
It’s now easy for your customers to reply to a
shortcode or scan a QR code and get straight to
the information you want them to see, quickly,
easily, and effectively . Once the consumer arrives
at your mobile site, the possibilities are endless.
Location-based marketing
Integrating location marketing with your
mobile DR campaign provides a further layer
of usefulness for consumers. With technologies
like GPS and network-lookup, your DR campaign
can provide consumers with the opportunity to
find directions to your store, receive locationaware offers and incentives, and personalised
information (Fig. 10).
mCommerce
Of 45 million adults over 18 in the UK, almost
23 million have used some form of mCommerce
(IAB October, 2010). Marketing communications
that specifically push the immediate purchase of
goods or services need to make it easy and quick
for consumers to make that purchase, and there’s
no more convenient way then the device that’s
with you everywhere: your mobile phone.
via mobile applications
75%
via SMS
Figure 8: Location marketing
10%
15%
via mobile internet
Figure 9: 75% of smartphone users would like to get notified for
new offers via SMS. Source - YouGov Plc.
mCommerce can be integrated with your mobile
DR campaign in multiple ways: using premium
SMS shortcodes; directing users to mobile
internet sites through shortcodes or QR codes; or
through Near Field Communication (NFC).
Whether you’re offering tickets, products,
services, or attracting donations, Incentivated’s
mCommerce solutions for mobile DR can deliver
first-class results. See our mCommerce white
paper for more on this topic.
Benefits
CRM
Last, but not least, a major benefit from using
mobile response mechanisms is that it is very
quick and easy to accurately capture data (no data
entry errors from transcription due to illegibility
or human fallibility, for example) and integrate it
directly into your existing CRM system, e.g. Tate
Modern*.
Responses and queries submitted by SMS are
recorded within iris, in real time, and viewable via
the secure web site or downloadable as a .csv file.
Further, regularly scheduled secure data transfers
can be set up to exchange this data directly with
your databases.
Measurement
Data protection
We can track the time and location of any
responses via mobile, giving you insight into how
and where your campaign is progressing.
As with all customer data requests and handling,
mobile is subject to the Privacy and Electronic
Communication Regulations (PECR). From 2011,
this includes cookie use. Our recommendations,
especially for mobile as it is such a personal
device for most people, is to be whiter than
white with opting people in to receive mobile
communications. Preferable is to double opt-in:
as well as a box that needs to be ticked to opt in
when data is captured, send a ‘receipt’ of that
opt-in requesting a confirmation message is sent
before marketing messages begin.
You can use unique keywords and shortcodes
on each media item, allowing you to track the
effectiveness of media channels used.
Immediacy
Consumers can respond to your mobile DR
campaign at any time. Most importantly, they
can respond at a time and place convenient to
themselves, helping improve your response rates.
Richer responses
Using mobile, it’s easy to use bounceback
messages to gain further information about your
customers, helping you build a complete and
accurate database. A mobile device is tedious, and
at the end of the day, most consumers just won’t
do it.
It’s now easy for your customers to reply to a
shortcode or scan a QR code and get straight to
the information you want them to see, quickly,
easily, and effectively. As we can see from Fig. 2,
today’s customers are willing to accept timely,
relevant, location-specific offers.
Also, make it very easy to opt-out. A message at
the end of most, if not all marketing messages
sent to people’s phones, as well as Boolean logic
applied to any message received that could
reasonably be construed as “STOP”. Then make
it very easy to opt back in again on websites,
order forms etc. Retail clients of ours do this
for their database and have seen sub 2% opt-out
rates whilst growing their database and tracking
increased shopping frequency and basket size
from message recipients.
Please see our white paper on Data Protection
and the ‘cookie law’ for more detailed explanation
of this topic.
QR Codes
SMS
Geolocation
NFC Smart Posters
Apps
A QR code works just
like a standard barcode,
and provides an instant
way for consumers to
connect with brands.
They can contain any
type of information, and
are increasingly being
used as a tool to deliver
retail coupons.
Promotions and
coupons sent via SMS
contirnue to be an
excellent yet simple way
to reach consumers,
and with new proximity
technologies, targeting
becomes even easier and
accurate.
Location marketing is
increasingly being used
to reach consumers with
more relevant coupons
and promotions.
O2’s latest ‘You Are
Here’ product allows
businesses to push
location-based messages
to users within specified
locations.
Passing mobile devices
near an NFC-enabled
Smart Poster allows
consumers to interact
with brands, and allows
brands to provide
content and promotions
directly to consumers’
devices.
The explosion of
coupons over the last
year has led to a range
of mobile apps that
deliver daily or hourly
deal updates.
Product Summary
t en
ga g e d w
ith
Contact us for more information
Email:[email protected]
Web: www.incentivated.com or
scan the QR code below
to see our optimised
website on your phone.
Tel: +44 (0)20 7392 2323
A selection of other mobile
solutions we offer:
Mobile
internet
mCommerce
Apps for mobile devices
Enterprise messaging
Incentivated is an independent technology company with
10 years’ experience operating exclusively in the mobile
marketing services sector.
We help our international client base engage with their
customers by designing, developing and delivering integrated
acquisition, retention (CRM) and transaction (mCommerce)
campaigns and services for mobile.
Our proprietary technology and specialist staff are
well positioned to help brands, the public sector and charities to
develop everything from enterprise messaging (SMS & MMS)
through to mobile internet sites, to server‑side software or
handset applications, including web-apps, for ‘smartphones’ and
feature-phones.
We also provide strategic, creative and technical advice for
the use of mobile by businesses to raise awareness, deliver
marketing ROI and provide customer service.
Scan the QR code below to see our website optimised for your
mobile phone, but accessed through our existing website URL.
(no code reader? Text CODE to 62233 to
link to a reader appropriate to your phone)
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