Mobile 101

Why Mobile?
                It’s the next mass medium…the new internet
                Most innovative way to get close to your audience
                Delivers brand experience
                Makes old media new again
                It’s cost-effective, interactive, and measurable

Cell phones are direct access avenues to your audience. Which mean people will be unhappy if they receive unsolicited messages…but this also means they will pay more attention to a message they agree to receive. It’s referred to as permission based marketing. This is why text message advertising is so powerful.

UNDERSTANDING THE LINGO:

SMS:	Short Message Service
Keyword:	A 3 – 12 character word used to identify your business or audience and act as the word to be texted out to our short code.
Short code:	A 5 digit code which is used to transmit SMS text messages. Think of it as a phone number for your key word. Ours is 41513.
Dashboard:	At the heart of Cellvertise is the control panel, the Dashboard. This is the backend information distribution and database warehousing system that collects and processes all of the traffic driven by Cellvertise’s services. Clients can access, monitor, and manage their own promotions in real-time through our web-based interface. Key features include 24/7 live campaign management and reporting tools and data mining and permission-based marketing systems.
Message Unit:	An individual text message to a member of your database.

CELLVERTISE’S DATABASE
The most important tool of mobile marketing is its database. Ours is easy to use and leverages technology and the human connection to create a multi-faceted and self-updating database. Our system automatically captures cell numbers and can be manually adjusted for that personal touch.

FILLING THE DATABASE
Having a great multi-functional database is one thing! Filling it is another.  Listed are a few standard ways to do so. Looking for something different, like a billboard? Call us, we can help.

In-store and on-premise:	audience encouraged to text in from their cell phone at a specific moment, usually from a notice or a mention from staff
On-line:	sign up at your company’s website
E-mail:	email your audience about your new VIP CLUB and include information on how they join and rewards they’ll receive
Phone:	call your customers direct and invite them to join
Direct mail:	include VIP CLUB info on your next mail piece and invite them join in from their cell phone, website, mail, or in person.
Print Ads:	include sign-up details on all your printed ads and promotions
Face 2 Face:	invite your customers to join when conversing

SENDING MESSAGES
Once a database has members, you may begin your text message marketing campaign. Reward your audience for offering up direct access to them and have them visiting more often. Think of it this way, what would make a person say WOW! and talk about your store and its promotion and show up. We’ll help you develop strong campaigns. Click here for some ideas.

Standard individual text messages cannot be longer than 160 characters, and include the mandatory opt-out instructions: “to opt-out, reply STOP”.  Ask us how to send out bigger messages. We CAN do it.

1. Choose recipients from your database
   
   
2. Send the message immediately to be received in real time or schedule it to be sent at a later time. Or schedule one to be sent every three months.

WHAT YOU MUST KNOW

Carriers have all the control and do not tolerate unsolicited text messages. Cellvertise offers an opt-in service and comply with the rules and regulation of the carriers.

Consumers can be easily annoyed with weak messages. Reward them for giving you their private cell number and always have their attention.

Consistent weak messages will have them utilize the opt-out feature.

You cannot buy a mobile list. Every database starts empty. We’ll show you ways to fill it.

THE BELOW MUST BE PRESENT ON ALL YOUR PRINTED MATERIAL THAT PROMOTES YOUR MOBILE CAMPAIGN, SUCH AS TABLE TOPPERS AND YOUR WEBSITE.

Text STOP to 41513 to opt-out from any marketing campaign. You must be 18 years or older or have permission from parent/guardian to participate. Message & Data rates may apply. Supported carriers: AT&T, Verizon Wireless, Sprint, Nextel, T-Mobile, Alltel, Virgin Mobile, Cellular One, US Cellular, Boost, Appalachian Wireless, Bluegrass Cellular, Cellular One of East      Central Illinois, Centennial Wireless, Immix Wireless, Revol, Wireless, Unicel, West Central Wireless, Cellcom, Cellular South.

UNDERSTAND THE RULES
BE COMPLIANT WITH ALL YOUR CAMPAIGNS

CODE OF CONDUCT.        

A POSITIVE MOBILE EXPERIENCE

We want to ensure a positive mobile experience for everyone.
These are the six fundamental elements to a ensuring a positive consumer experience.

• Choice-The consumer must “opt-in” to a mobile marketing program. Consumers have a right to privacy and marketers must therefore gain approval from consumers before content is  sent, and include clear directions on how to unsubscribe from communication should it become unwanted.
  
  
• Control - Consumers should have control of when and how they receive marketing messaging on the mobile phone and must be allowed to easily terminate or “opt-out” of an unwanted program.
  
  
• Customization-Data supplied by the consumer for marketing purposes should be used to tailor such marketing to the interests of the consumer (e.g. restricting communications to those categories specifically requested by the consumer.). Targeting user consumer data made available to the marketer helps to eliminate spam, making content as relevant and useful to the consumer as possible.
  
  
• Consideration-The consumer must receive or be offered something of perceived value in return for receiving the communication (product and service enhancements, entry into competitions, etc.).
  
  
• Constraint-The marketer must effectively manage and limit mobile messaging programs to a reasonable number of programs.
  
  
• Confidentiality-Commitment to not sharing consumer information with non-affiliated third-parties.