hong kong departure sms marketing
TRANSCRIPT
Hong Kong Departure SMS Marketingfor Macau-bound Tourists
• In-bound SMS marketing to Macau owned by CTM and 3Macau
• Limited to a specific number of players in the market (up to three casino resorts)
• Does not allow detail customer segmentation of any existing market
• Through partnership with Hong Kong carriers, brands can push a message to Macau-bound ferry passengers• 3 HK, CSL HK (includes One2Free, 1010),
China Mobile HK
• Deliver SMS messages to passengers bound to Macau via Hong Kong, including segmentation of the Hong Kong market
2
The Opportunity – Mobile Marketing to Ferry Arrivals
• Triangulate users based on location and target just prior to Hong Kong signal exit (avoid wastage)
• Targets all users via ferry or helicopter leaving Hong Kong signal space bound for Macau
• Includes Hong Kong, China roaming and International roaming customers
• Block specific markets to avoid wastage (i.e. Macau +853 mobile phone numbers); block customers from receiving a second message within 30 days
• Deliver language-specific message (Traditional Chinese, Simplified Chinese, English) based on Hong Kong, China or International customers
• Ability to further segment Hong Kong customers, including:• Age, Gender, Mobile Contract (monthly bill)
dollar amount3
The Product – Hong Kong LBS SMS Marketing
• Contact customers prior to entering ‘dead zone’ – no mobile content (3G or Wifi) available for a period of 5 to 15 minutes in ‘dead zone’
• Target customers prior to receiving SMS marketing messages via CTM and 3Macau
• Set message language including English (160 characters with spaces) or Chinese (70 characters with spaces)
• Ability to include a hyperlink within the character limit space (suggested to use bit.ly or http://goo.gl/ link)
• Include a variety of content (gaming content is not allowed; non-gaming content or promotions only)
• Reporting and analytics provided to gauge effectiveness of brand building and ROI
4
The Benefits – Brand Marketing and Conversion
Data per Macau Government (2014 Data) – Macau Arrivals via Ferry
5
The Stats – What is the Potential Audience?
6
The Cost – Required Investment Specs
