Mobile Marketing At-A-Glance

What does Z MOBILE

Marketing do?What we do is simple! We help businesses take their message to the most effective modern day marketing vehicle - the mobile phone. And, we use these mobile technologies to drive customer response rates between 17-30%.

Traditional Marketing Has Its

Challenges…• Email: Facing both spam issues and

consumer annoyance• Direct Mail: Expensive, limited response rate,

and does not capture database for future marketing

• TV: Expensive “shot gun” approach that is showing continual declining response rate numbers

• Newspaper/Magazines: Down double digits

Mobile Presents a New

Opportunity…• 98% Reach Rate• Response Rates: Average 17-30% when done properly• Consumer Demand for mobile solutions is dictating the need for

fast, to–the–point communications• Timing is Perfect: Promotions/alerts can be sent any time of day,

allowing for pinpoint accuracy of delivery• Reminders: Can combine reminders with coupons to convert

“on the edge” customers• Longevity of accurate information: Cell phone numbers rarely

change• Participation: Engaging current clients with a purpose that is

relevant to them NOW, will enable you to engage them LATER• No spamming issues• Social Media: Z Mobile text messages can be posted to Facebook

and/or Twitter accounts quickly and easily• Viral Component: Receivers can forward to a friend instantly

Carrabba’s Italian Grill SMS program sees 68 percent redemption rateBy Giselle TsirulnikJune 16, 2010

Carrabba’s Italian Grill tested an SMS program in the Orlando market that resulted in a 68 percent redemption rate on offers pushed out to 627 consumers. The text message campaign was meant to build a database of names to which Carrabba’s could then promote multiple services at a time of the day when customers are most likely to be influenced. The campaign also aimed to further engage customers and learn more about their interests while deepening Carrabba’s brand awareness and technological advances.

“We wanted to drive specific components of our business on a hyper-local basis that are meaningful to our managing partners and will assist in increasing traffic and overall restaurant sales,” said Jamie Miller, marketing manager at Carrabba’s, Tampa, FL.

A few businesses are just beginning to see the benefits of mobile…

RESULTS - In the first week, Hooters was able to build a database of 1,494 subscribers to the text club. After 30 days– 4,401 and still growing. In addition, with the activation campaign, Hooters is offering an incentive to come back to the restaurant within 7 days of subscription. Based on the number of redemptions and sales as a result of this initial campaign, Hooters has seen a Return on Investment of over 150% including all set up fees, along with the marketing and incentive costs. Month two ROI anticipated to exceed 400%.

"The SMS campaign was a natural fit for our organization. We want our Hooters Girls and Managers to interact with the customers and this campaign is a fun and effective way to accomplish that goal. In addition, with this extensive database of customers, at the push of a button–we can effectively communicate to our customers with the events and specials that they want to receive from Hooters.”

Who Could Use a

Z Mobile Business Solution?• All retail establishments;

grocery, clothing, etc• Bakeries/Coffee shops• Bars/Nightclubs• Health/Sports clubs• Video rental stores• Auto/Boat dealerships• Media Stations• Educational Institutions• Alumni organizations

• Doctor/Dental organizations• Charitable organizations• Golf courses/ Pro shops• Merchant companies• Subscription-based

organizations• Politicians• Churches• And many more!

Critical Success Factors for Businesses

• Buy-in from the top• Staff training on system• Proper signage – Call-to-Action• Media Integration – Add mobile to existing media investments and vehicles

• Proper Offer• Timing of Promotion• Value of Promotion• Frequency of Promotion

Building the Mobile Database

is easy with these methods…

• Establish incentives/concepts to promote reason for opt in

• Email To Mobile Campaigns

• Mobile Widget on all Websites

• Tag keyword/short code on all existing media

• Signage with text incentive

Example of a mobile widget on a website

Establishing incentives/concepts to

promote reason for opt in makes sense…