Proprietary and Confidential. Not for disclosure outside Cingular Wireless.
QuickReach Case Study
Doug Busk – 3rd Party Revenue @d:tech 2003
Proprietary and Confidential. Not for disclosure outside Cingular Wireless.
What is QuickReach?
• QuickReach is a mass-messaging (or mobile marketing)
platform that enables Cingular to deliver polls, surveys,
and alerts directly to Cingular subscribers via SMS. As
such, it provides:
– Direct connectivity into Cingular’s messaging infrastructure,
enabling low latency (message delivery time) and high
throughput (frequency of messages)
– Billing flexibility, allowing Cingular to charge premium rates or
“free out” the standard messaging charge
Proprietary and Confidential. Not for disclosure outside Cingular Wireless.
How Have We Used It Thus Far?
• Campaigns have been running
since February with the focus
on Cingular promotional
vehicles, i.e. NCAA Final Four
and NASCAR
• Some campaigns are provided
in partnership with Mobile
Marketing partners (Proteus,
Telenor); most are “pure”
QuickReach campaigns
Proprietary and Confidential. Not for disclosure outside Cingular Wireless.
Case Study: NCAA Final Four Promotion
• The Setting: As primary wireless sponsor of the 2003 NCAA Final Four,
Cingular was in a unique position to leverage its association with the event
to drive data usage and package sign-ups
• The Objective: Drive sign-ups for Cingular’s new $2.99/month 100
message plan (with three months of unlimited texting)
• The Message: Split into two due to character limitations
1. “Cingular FREE Msg 1 of 2: U R eligible to for 3 mths. Unlimited Text Msg. For
$2.99 per mth! After 3 unlimited mths, you will receive 100 msgs per mth for
$2.99.”
2. “Cingular FREE Msg 2 of 2: Reply to this msg with ‘YES’ if U want the unlimited
text msg promo, Offer ends 4/12/03. For more details goto
www.cingular.com/NCAA.”
• The Audience: The messages were delivered to over 1.5 million Cingular
customers
– Did we spam? No. These customers had previously opted-in to receive servicerelated
messages from Cingular
Proprietary and Confidential. Not for disclosure outside Cingular Wireless.
We Shot, We Scored!
• Results:
– Campaign ran from April 22 to May 26
– Average positive response = 8%
– End result: Over 55,000 Net Adds for the SMS Package
• Lessons Learned:
– If you ask customers how they like to be marketed to, they will respond
positively
– A a savvy mobile marketing campaign tied to a smart promotional
sponsorship will work, if given a chance and well-targeted (Cingular
has had texting-related promotions tied to the Final Four for the last
three years)
– Always ask first and always respect privacy (messages were delivered
between the hours of 9 a.m. and 7 p.m. only)
– Be prepared for unique responses and follow up if they ask questions
Proprietary and Confidential. Not for disclosure outside Cingular Wireless.
Some of the More Unique Responses
• Legitimate responses went much further than “Yes” or “No” and
offered us a secondary chance to satisfy customers
– “How much after 100msg?”
– “SEND ME INFO ON TEXT MESSAGING” (We did.)
– “I thought I had text mess. Already.”
– “I was not charged 2.99 for text messages last month” (They weren’t.)
• A few gems:
– “Scallopine jellybeanie!”
– “Friday. Everything will be okay.”
– “I’m at home. Call me.”
– “HI BUBBA”
Proprietary and Confidential. Not for disclosure outside Cingular Wireless.
Any Questions?
Doug Busk
doug.busk@cingular.com
Cell: 404.234.9684 |
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