According to a recent study conducted by Juniper Research, mobile coupons are set to generate $6 billion in global redemption value by 2014. This is due to the fact that redemption rates for mobile coupons often exceed 50 percent, whereas paper coupons will typically only produce a 0.2-2 percent redemption rate (Exposure2) - an astronomical difference!

Besides the fact that mobile coupons are green and environmentally friendly, they also save printing costs and encourage impulse purchases. No other technology delivers a coupon right into the hands of your target market while they’re in a store, already shopping. Mobile coupons are viral; they can be easily forwarded to friends, meaning that if your customers are shopping in a group, the likelihood of that message being passed along is high and expands your brand’s reach at no additional cost.

The CRM opportunity created by mobile coupons results in a substancial benefit when compared to paper coupons. When your customers text in to join your list, you are not only obtaining their phone number, but also an opportunity for two-way communication. This allows you to text your customer, asking for demographic information or sub categorize your list into specific interest groups, per person. For example, if you’re a retailer, you can establish separate lists for customers that prefer jeans, shirts or dresses, enabling you to tailor more targeted messages.

Consider creating a loyalty rewards program for customers that redeem your coupons to generate brand loyalty around your campaign. By simply integrating your CRM system to Opt It’s API, keep track of who and where your customers redeem your offers. You’ll also establish a more detailed profile of what your customers needs are to aid in targeting initiatives. This is the perfect opportunity to reward your brand insistent purchasers.

Another benefit of mobile coupons is the ability to communicate almost instantly with your customers. Use mobile messages to send out new product launches, industry news, etc. Utilize this communication channel to ask your customers what kind of coupons they would like to receive!

Altogether, mobile coupons offer you an unprecedented communication opportunity; not only can you send instantaneous coupons, but also integrate your coupons with your CRM system, create a loyalty rewards program, and communicate quicker than ever before. In addition, you’ll be getting green and helping the environment by ditching paper coupons.- Try it for yourself!

Bottoms up! One of the headline stories on MobileMarketer.com today is about the beer giant Heineken and its recent success utilizing an SMS campaign produced by Opt It’s mobile platform. Heineken displayed its creative marketing abilities last weekend in Chicago at the Pitchfork Music Festival, where it created a call-to-action on all legal drinking age festival attendee’s wristbands. The wristbands concert goers to text the keyword GREENRM to 46786 for a chance to meet musical artists at the event.

One of Heineken’s marketing strategies is to target the music industry and fans, so creating this campaign allowed Heineken to reach their target audience in the mode of communication they prefer – and with an offer they couldn’t refuse. Tara Carraro, senior director of corporate communications at Heineken, said it perfectly,: “We use mobile technology for consumer promotions because it’s the fastest and simplest way for consumers to opt-in and participate. It’s very non-intrusive.”

The call-to-action was displayed not only on wristbands but also on video screens surrounding the music stages. Follow Heineken’s example and try utilizing multiple advertising channels to grab the attention of your customers. The campaign was focused on making sure the consumer experience was unique and memorable– a similar campaign can be created for you with the Opt It Mobile 3.0 Contest keyword setting.

One of the first questions we always hear from our clients is, how do we get people to opt in? Over the past 6 years of watching what works and what doesn’t, we’re happy to share our insights on how to effectively grow your recipient list:

Incentives: You must offer your customers an incentive, or prize, for giving you their cell phone number. People are weary to give away their number, so offering them a discount, or something for free, motivates them to join.

• Choose the right incentive -the difference between 5% and 50% off is huge. It’s up to you how much you’re willing to give away to get someone to opt-in. Just ask yourself, “How much is someone’s cell phone number worth to me?” Remember, if the offer isn’t enticing, people won’t sign up. We’ve found that the better the incentive, the faster your list size will grow.
• For Customers with Established Lists -use our reporting tool to check the time of day that you have the greatest amount of opt- in’s. For example, if you’re a restaurant owner and the majority of your members opt in at 1 PM, offer a special on a lunch item. This may seem obvious, but we’ have seen too many examples of a company pushing a certain item and not listening to what their customers really wanted. Using our analytics allows you to zero in on what your customers are looking for, getting you the biggest return on your investment.

Contests: In conjunction with offering a guaranteed incentive, create a contest that your subscribers will automatically be enrolled in if they sign up. Adding this incentive gives customers more reason to opt-in. Make the contest weekly or monthly to keep it top of mind with your members.

Illusion of Exclusivity: Make sure your customers know that they will only receive the best deals available at your location via text message. The language you use in your signage for people to opt-in should portray this exclusivity.

Be Clear: Tell people how many messages you plan on sending them. If you include a short line at the bottom of signage that says, “we will only send you 4-6 messages a month”, people will feel more in control of what they are signing up for.

BOLD and Capitalize your KEYWORD and SHORT CODE: Not everyone understands keywords and short codes just yet, so giving clear instructions on how to join your list is very important. For example, if your keyword is “coupon”, the main line of your signage would read: “Text COUPON to 46786” This will effectively grab the attention of your customers.

No Surprises: Let people know that message and data rates may apply.

Get Your Employees on Board: Make sure your personnel are not just aware but actually educated and excited about your text message marketing campaign. Your employees are the face of your company and the primary contact for your customers. Employees need to be able to help people sign-up from their phones, as well as to promote the list. Turn it into a contest for them and watch your list grow twice as fast.

Change is good: Change your incentive and the way you present your text campaign to your customers periodically so that you can capture a more diverse group of people to join your list. Your offer for X% off may get some of your clients interested, but if next month you are giving away a free ____, you might get an entirely different crowd to opt-in.

Get creative: Don’t just rely on a sign for people to join. Make t-shirts for your staff with a call-to-action to sign up, create a monthly contest for your staff encouraging them to get most members to sign up, etc.

An example layout of a sign that incorporates all of these ideas is as follows:

“Text SAMPLE to 46786 to join our exclusive mobile group”

“You will automatically receive a FREE _____!”

“Also, you will automatically be put in a drawing to win a FREE ____!”

Msg & Data Rates May Apply. To Opt Out Reply STOP

We will only send you 4-6 exclusive messages a month.

All of these ideas can and should be incorporated into all of your mediums for marketing the list. Try out these simple ideas and keep us posted as your campaign really takes off!

Two recent articles regarding communication caught my attention this week, both pertaining to the restaurant industry. I thought I’d share them with you and give you friendly, hardworking restaurant owners some insight about how restaurants are using text message marketing to not only increase revenue, but also to improve employee relations and motivation.

A May 2010 survey conducted by Harris Interactive discusses the level of consumer interest in receiving text alerts, with the majority of respondents opting for messages received from the restaurant industry. Interest varies by age, but with 18-34 year olds showing a 44 percent interest in text alerts and 35-44 year olds reporting a 29 percent interest, it seems advertising in the form of text alerts is a natural fit for this age group.

The article goes on to explain that the most desired text alerts are coupons and promotions, so restaurant owners and managers can save some money, and a few trees, by skipping printed ads and simply send a mobile coupon.

It’s not just your customers that are waiting for a text from you - your employees are, too! This week Nation’s Restaurant News reported that major restaurant chains, such as Auntie Anne’s, are tapping into text messaging not only to communicate with customers, but to communicate with employees as well. As Which Wich sandwich shop owner T.J. Schier puts it, “You need to get into the world of your employees in order to reach them.” Managers and owners are now using text blast services like Opt It Mobile 3.0 to send schedule changes, meeting reminders, and even accolades. The main reason restaurant managers have chosen this form of communication is because they know their employees will always get the message and even text back, whereas trying to get a response from a phone call or email can be rough. If you’re a restaurant owner and you still haven’t tried text messaging as a major form of communication for your business, it’s time to jump on the mobile marketing bandwagon.

July’s issue of Nightclub & Bar Magazine creates a spotlight for one of Opt It’s loyal partners, Wicker Park Tavern. The article talks about how the partnership with Opt It and the establishment’s text message marketing campaigns have increased traffic for the hoppin’ Chicago bar. Wicker Park Tavern’s General Manager, Daryl Havrish, describes his reasons behind the choice to use mobile marketing. He talks in detail about the behavior of the bar’s clientele, whose fingers constantly switch from beer mug to cell phone. “One of the easiest ways to pull these technologically savvy bar-goers into your venue is reaching them by text” says Havrish, whose experience has taught him that mobile marketing is the most powerful way to reach his customer base.

Havrish talks about the beginning stages of the campaign, a point at which it was necessary to invest a bit more time into the marketing initiative. “I think it’s important for management to start these campaigns,” Havrish says. “But when it takes off, it’s OK to empower your staff to run them.” Delegating the responsibility to send out text messages to employees is simplified by Opt It’s software -you can edit security settings and assign only certain capabilities to employees. Also, the software allows you to pre-schedule messages, turning the task of creating a text message into one that can be done at any time during an employee’s shift, and it only takes a few seconds.

Not sure which member of your staff is best fit to take on your mobile campaign? Havrish recommends a seasoned and young member of your staff, who is fresh and focused, and your team here at Opt It agrees. Creating messages for your cientele that are original and animated is one of the most successful ways to keep them coming in the door. A young mind with an understanding of the preferences of your customers is ideal for the undertaking.

This week comScore, Inc. reported that mobile content usage continues to steadily increase, especially when it comes to the total amount of text messages sent. In April 2010, 64.6 percent of the 234 million American mobile phone users used text messaging to communicate, representing a total of 152 million people. With 156 million Americans falling between the ages of 15-64, according to CIA Factbook, it’s safe to assume that the vast majority of the American population with significant purchasing power is using text messaging.

Compare the 64.6 percent of mobile subscribers that send text messages with the amount of mobile users utilizing a browser (31.1 percent) and the amount that downloaded apps (29.8 percent). Clearly, there is still a significantly higher portion of the population using text messaging instead of mobile apps and mobile Internet. For businesses and marketers searching for ways to make contact with the majority of the population, text messaging via the mobile channel is the communication form with the most power and reach available today.

It’s a common practice for folks to take their mobile phone along anytime they go shopping. A recent study conducted by InsightExpress reports that 4 out of 5 people reported using their mobile phone during shopping trips. However, who are these “people”? And what exactly is meant by “using their mobile phone while shopping”? (Many of us might be imagining a man in the milk aisle, calling his wife to ask whether she prefers 2% or skim.)

The truth is, that stereotype no longer exists. Men ages 25-34 are now looking at their phone to browse coupons that have been sent to them, and they’re doing this more than any other group of consumers. Here are percentages of men, compared to the general population, that used a mobile coupon last month, by location:

• Electronics store – 30 percent (general population 10 percent)
• Clothing store – 33 percent (general population 15 percent)
• Department store – 30 percent (general population 15 percent)
• Service location – 16 percent (general population 7 percent)

According to a recent article by Dan Butcher titled “Who is today’s mobile shopper - and why it’s not her”,10 percent of consumers made a special trip to the store after receiving a mobile coupon and for 18-34 year olds, the figure jumps to 20 percent. Since a younger generation’s actions typically predict future trends, this is likely an indicator that the acceptance of mobile coupons by the general population has already begun.

These figures show the evolution of consumer buying behavior, something that marketers need to understand in order to properly communicate with their audience.

Even in a world of constantly changing consumer behavior, a few things do remain consistent: people are always looking for a deal and shopping is still a social function. So how can you tie the knowledge of these constants into your mobile coupons?

Providing your customers with mobile coupons makes finding a bargain even easier, a conveniance they’re sure to appreciate. The social aspect of shopping may mean your customer is shopping with a group with whom they might share your coupon, stretching your brand’s reach far beyond your customer base.

The bottom line is this: if you want to convince your customers it’s time to check out your latest offerings, especially males and the younger population, send them a mobile coupon.

After months of development and testing, sleepless nights and overdosing on Starbucks double shots, Opt It Mobile 3.0, or in human terms, our text message marketing software, has finally been released.

If you ask Team Opt It, what’s the best part about Opt It Mobile 3.0? In a world of complicated software and endless workarounds used to get business done, Opt It Mobile’s new release puts “simple” back into “solution”. The entirely revamped system is the most user-friendly text messaging application for businesses on the market today.

Here at Opt It, we take customer recommendations seriously. Suggestions from our customers, combined with a pretty impressive design and development team, has resulted in a great application. Throughout the process of building 3.0, our top priority was to create an intuitive system with ease-of-use that is second-to-none. We’re sure we’ve succeeded in reaching that goal and are proud to pass it along to you.

We understand that customers don’t need to spend endless work hours trying to figure out a complicated system. With Opt It, that won’t happen. You’ll be focused on what’s most important to you– reaching your customers and building revenue.

There’s a new feel to the Opt It software. As one novice user put it, “When I’m working with it, I know all the old functionality I love is still there, there’s just a more intuitive way of using it to my advantage.” The bottom line is – it’s easy to use. And with fresh features like our filters and Inbox functionality, it’s more effective than ever at helping you to launch and maintain a thriving text message marketing campaign.

We are more than excited to share with you all of the new capabilities and features you are now receiving by being a part of the Opt It family:

• Increased Speed- Our newly updated platform to send out your messages is now even faster when sending, receiving and delivering your content.
• Advanced Filters- We have introduced a new concept called Filters. In all parts of the software, it is now much easier to find specific information using filters, and you can save a filter that you use regularly to search data within your account with great speed and accuracy.
• Message Clone- If you want to send the same message again to another keyword or group, just hit Clone by the recently sent message and it will automatically generate the message again so you do not have to re-type.
• Send to Multiple Keywords- You can now send a message to multiple keywords, so if you have multiple locations that are offering the same special you can save some time and send the same message to all of your keywords.
• Advanced Help Section- You now have 40 new pages of Support documents, all made to address specific questions and topics. Use these and save yourself time in getting your questions answered.
• Assigning Members to Keywords- It just got easier to assign a member to a keyword- if you want to add a member manually, it is now a much easier procedure to do so.
• Sign Up Form Widget- you can now set any of the optional fields you want to obtain from your customers as required, increasing the amount of information you can acquire through this process.
• Phone Status- Now you can see the status of a members phone number so that you can monitor whether all of your members have good, working numbers. Delete the phone numbers that are no longer working to save money.
• Message a Single Person- Now you are able to send a message to a single person, which comes in handy when someone responds to your message with a specific question. This really allows you to carry on a direct one-to-one conversation.

Stay tuned for more exciting details about Opt It Mobile 3.0.

Enjoy - Team Opt It

Here at Opt It, we understand the power of text message marketing. Our experience allows us to harness this power for our clients and get them the results they need. It was no surprise to us when CTIA – The Wireless Association released survey results this week showing the continued growth of text messaging to be “explosive”.

The survey, which looked at the second half of 2009, determined that wireless data service revenues grew a whopping 25.7 percent from the second half of 2008 to the end of 2009. Text messaging continued its exponential growth, with more than 822 billion text messages sent and received on carriers’ networks during the second half of last year. This translates to 5 billion texts per day and an unprecedented opportunity to get your brand or business information in front of your customers.

As more folks make texting a part of every day life, launching a mobile marketing campaign for your business is the smart thing to do. The time is now to reach clients with ease, using the medium that they prefer and to give them the information they desire. The time is now to grow your business and your bottom line. Give us a call to hear more about how Opt It helps businesses like yours launch mobile campaigns and increase both your reach and your revenue.

We look forward to hearing from you.

No one can deny the popularity of the iPhone. Everyone’s had the experience of being at a gathering or party recently when a friend or co-worker has pulled out their iPhone just to demonstrate new functionality or the latest downloaded app. Its user-friendliness and sleek, sexy look are second-to-none. iPhone apps even have their own distribution channel built in, adding to a top-notch user experience. This next generation device is certainly an industry leader that is ahead of its time. But at Opt It, we’re concerned that the iPhone might not be the most effective venue for your mobile marketing campaign. Here’s why:

Currently in the U.S., 87 percent of the population has some sort of mobile device. Of that percentage, only 2.4 percent own an iPhone, limiting the reach of any business looking to establish a mobile marketing campaign. In terms of text message marketing campaigns specifically, texting can reach a whopping 98 percent of cell phone users, making it a very powerful marketing tool. When it comes to getting your important message to the largest audience, text messaging is the most successful tool available.

iPhone Applications Advantages

• Next generation device securing its place as an industry leader.
• Slick user interface design allowing for ease-of-use.
• iPhone features allow applications to have a very unique user experience.
• Apple has deployed a built in distribution channel for iPhone applications.

Text message marketing advantages

• Text messages can reach 98% of cell phones in the U.S., which is 88% of the total U.S. population – only 2.4% of U.S. mobile phone users have an iPhone.
• Text messaging is enabled on all phones bought today – no applications to download.
• It is supported on all carriers – iPhone is only supported on AT&T (12% of AT&T subscribers have an iPhone).
• Deployments on shared short codes can be immediate – no waiting for an application to get approved and loaded into the distribution channel.

Here’s the bottom line: when it comes to user experience and next generation devices, we here at Opt It love the iPhone. But for businesses looking to launch a mobile marketing campaign, text messaging is the most effective and immediate way to reach your audience, hands down.