Transcript Scott Rogers - 18th Digital Dealer Conference & Exposition

3 Ways Your Dealership Can Increase
Sales Through Multimedia Messaging
Scott Rogers
Scott Rogers | Mercantile Mobile Marketing | President | text SCOTT to 26262
Why Text?
1.
2.
3.
4.
The average American has 4 emails accounts...but just one mobile number.
Text has no spam filter...so virtually every message is read.
Written permission is required...so subscribers want to hear from you.
30% of Americans get a new email address every year...but when was the last
time you got a new mobile number?
One number + No Bulk Folder + Opt-in Audience + Limited Churn = Increased
Sales
Email
SMS
MMS
ROI
6x-8x
3x-4x
Scott Rogers | Mercantile Mobile Marketing | President | text SCOTT to 26262
Examples of Automotive SMS
Jiffy Lube
Site Traffic
Harley-Davidson
Store Traffic
Ford
Lead Gen
Scott Rogers | Mercantile Mobile Marketing | President | text SCOTT to 26262
What is Multimedia Messaging?
SMS
Delivers 160 characters, reaches
every phone, best used for sending
URLs, click to call numbers, etc.
MMS
Delivers 40 seconds of video or
images plus unlimited text to 90% of
phones. Spanish character support,
integration with websites/apps to
enable content sharing and inbound
content transport are other benefits.
Typically no cost for MMS data.
Scott Rogers | Mercantile Mobile Marketing | President | text SCOTT to 26262
Tactic #1: Upgrade to MMS
A decade ago, brands upgraded from text-only to HTML email. A similar switch is
now happening with mobile messaging as more programs begin using MMS.
QSR
Retail
Scott Rogers | Mercantile Mobile Marketing | President | text SCOTT to 26262
Tactic #1: Upgrade to MMS
Video
Image
Animated Gif
Slideshow
Scott Rogers | Mercantile Mobile Marketing | President | text SCOTT to 26262
Tactic #1: Upgrade to MMS
&
VS.
To demo, text
PRIUS to 26262
Scott Rogers | Mercantile Mobile Marketing | President | text SCOTT to 26262
Tactic #2: User Generated Content
Scott Rogers | Mercantile Mobile Marketing | President | text SCOTT to 26262
Tactic #2: Picture Yourself in a New Car
Everyone has a camera on their phone. MMS can transport inbound
photos which can be uploaded to a website, social network or other
destination.
Rather than simply asking people to text in a keyword from the comfort of
their couch, ask them to visit your dealership, snap a selfie from the front
seat with your salesperson in the shot and text it in for a chance to win a
new car, oil changes for a year, etc.
If you want to promote the roominess of a new model, ask them to fill
every seat with friends as a means of getting even more potential buyers
in a car on your lot.
Scott Rogers | Mercantile Mobile Marketing | President | text SCOTT to 26262
Tactic #2: Scavenger Hunt
For a few weeks leading up to the promotion, ask people to text HUNT to
12345 for a chance to win a new car. Promote the call to action in DM,
radio, etc.
Then place several new vehicles around town. Send participants periodic
clues as to the location of the cars. The first 100 people to text a keyword
from the car’s window with their picture beside the car move to the next
round. Then thin the field to 50, then 25, etc. People have opted in, so
you’re able to send them updates on how the contest is going, other offers
and more.
Or, keep it local and run something similar on just your lot. People text in to
enter and need to visit the lot and to find a specific vehicle to advance.
They take a photo beside the car, answer a question about the car (what’s
the color) or other challenge.
Scott Rogers | Mercantile Mobile Marketing | President | text SCOTT to 26262
Tactic #3: Third Party Text Alert Ads
A growing number of media companies are delivering ads with their news,
weather, traffic and other content. Delivering your ads via their alerts can help
launch new models, deliver coupons, grow your own mobile databases, etc.
There are three basic text alert ad packages:
•SMS Text Ad is 50 characters out of the 160 characters which SMS can
deliver. This is enough for a click to call number, URL, reply keyword or
coupon offer. Typical CPM is $15.
•Image MMS includes – 100 characters since MMS has no character limit. If
possible, the client image is included in the image that's delivered. For
example, if a weather forecast image is sent, the sponsor logo is included
within the image. Typical CPM is $20.
•Video MMS includes - 100 characters as well plus a 10 second pre-roll ad.
Because MMS delivers 40 seconds of video, this message can still deliver 2030 seconds of news, weather or traffic video content. Typical CPM is $40.
Scott Rogers | Mercantile Mobile Marketing | President | text SCOTT to 26262
Tactic #3: Third Party Text Alert Ads
Scott Rogers | Mercantile Mobile Marketing | President | text SCOTT to 26262
Tactic #3: Third Party Text Alert Ads
Scott Rogers | Mercantile Mobile Marketing | President | text SCOTT to 26262
Tactic #3: Third Party Text Alert Ads
Scott Rogers | Mercantile Mobile Marketing | President | text SCOTT to 26262
Contact Info
Full Name:
Scott Rogers
Company:
Mercantile Mobile Marketing
Job Title :
President
Email:
[email protected]
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