Mobile

Marketing
Manual
Mobile Marketing Manual v1.2
2009, Triton Digital

PROMOTIONS

PROGRAMMING

SALES

Table of Contents
Mobile Marketing 101

Page 1

Why use text messaging at your radio station?

Page 2

Goal Setting

Page 3

Additional Questions to Consider

Page 5

Mobile Marketing Terms

Page 6

How to Build Your Database

Page 10

Your Sign-Up Form

Page 11

On Air Promotion

Page 16

Online Promotion

Page 18

In-Person / Event Promotion

Page 19

Mobile Usage Statistics

Page 21

Mobile Xpress Messenger FAQ

Page 23

Compatibility

Page 23

Database Management

Page 23

Fees

Page 24

General

Page 24

Messaging

Page 26

Two-Way Messaging

Page 27

Idea Starters

Page 28

Live Station Examples

Page 29

Targeting and Scheduling Messages

Page 33

At-Work Contesting

Page 34

Lunchtime: Drive Traffic to Sponsor Locations

Page 34

Demographic Targeting

Page 34

Breaking News / Weather Alerts

Page 35

Traffic Alerts

Page 36

Using Keywords

Page 37

Artist Alerts

Page 38

Text-to-AirShoutouts

Page 38

Text-to-Win Promotions

Page 39

Sporting Contests

Page 40

Promoting Local Events

Page 41

Birthday Texts

Page 42

Movie Times

Page 42

Opt-In @ Local Events

Page 43

Notes for Sales Executives

Page 44

Mobile Xpress Ad Unit Types

Page 45

Sample Package: Breaking News/Weather

Page 49

Sample Package: Contest Sponsor

Page 50

Sample Package: Keyword Sponsor

Page 51

Mobile Marketing 101

Welcome to the exciting world of mobile marketing. Text messaging is
wireless communication that facilitates sending messages to mobile phones
and PDAs. Station-generated
generated messaging and listener-generated
listener
messaging
are enabled via SMS gateways and specialized communications protocols.
SMS stands for Short Message Service. Its the underlying technology
behind two-way text messaging.
Anyone with a text messaging capable phone, pager or PDA can send or
receive messages if their mobile service plan includes this.
As you read this manual, you will see this post-it
post note icon. When
you see the post-it
it note, think about the application of this
program to YOUR station and fill in the blanks!
The X icon denotes information on a specific function found in
the Mobile Xpress Messenger program from Triton Digital Media.
The Ben Franklins speak for themselves! These are parts of the
manual that are earmarked for the attention of your sales staff!
Mobile Xpress Messenger has some outstanding opportunities for
your clients!

WHY USE TEXT MESSAGING AT YOUR RADIO STATION?

No one leaves the house without their keys, wallet, and mobile phone.
Think of this as your opportunity to place a billboard for your radio
station in every listeners pocket.
Text messaging is efficient, versatile and easy to incorporate into any
marketing or promotional campaign.
Station-generated
generated text messages are delivered immediately and can reach
listeners wherever they are and whether or not they are listening to the
station. Setting listening appointments and sending reminders is easy,
efficient and effective.
Inviting listeners to text in to a station for special offers, requests, polls
and contests is popular with stations and with listeners.
MORE INSTANT THAN E-MAIL
When you have instant access to your listeners anytime and anywhere, text
messaging opens up an entirely new range of promotional and marketing
opportunities.
Wherever they are, your listeners can receive tune-in
tune
messages,
incentives to stop by your afternoon remote, breaking news alerts, VIP
passes, and more all delivered to their hand-held
hand
device.
Text messaging is a valuable tool for your programming department,
promotions department, and sales department.
2

Goal Setting
This portion of the Mobile Marketing Manual is formatted for
your use in setting goals for your mobile marketing initiative.
RADIO STATION CALL LETTERS ____________________________________
NAME OF MOBILE MARKETING CLUB ______________________________
(examples: VIP Club, First Alert Club, Instant Text Member, [call letters] To
Go, [call letters] Mobile, [call letters] on the go)
RADIO STATION WEEKLY CUME (unique weekly audience) _____________
Database Acquisition GoalsProgress
SIX MONTH DATABASE GOAL ________
We suggest 1-3% of your weekly cume..

______ / ______
Entries / Date

YEAR ONE DATABASE GOAL ________

We suggest 4-6% of your weekly cume..

______ / ______
Entries / Date

YEAR TWO DATABASE GOAL ________

We suggest 7-10% of your weekly cume.
cume

______ / ______
Entries / Date

Key Promotional Tactics

[
[
[
[
3

]
]
]
]

On-Air Promos
( Launch Date: ________________________ )
E-mail Invite
( Launch Date: ________________________ )
Events / In-Person
Person Invitations ( First Event Date: __________________ )
Website Opt-In Form
( Launch Date: ________________________ )

Think through the introduction to your text club.

Make sure you inform listeners about what they will be signing up for.
What are three key BENEFITS to listeners when they sign up for your text
messaging club? (example = contest clues/alerts, special listener coupons,
weather information, local high school sports scores, announcements of inin
studio interviews with artists, ticket presale announcements)
1. ____________________________________________________
2. ____________________________________________________
3. ____________________________________________________
The Elevator Pitch
Write your :15 second elevator pitch (a pitch short enough to hear during an
elevator ride) for your text messaging club here:
______________________________________________________________
______________________________________________________________
______________________________________________________________
Example:
Get Hooked Up! Become a "Text VIP 2 GO" member and receive contest
information, coupon specials, inside information, where your favorite DJ's will
be, and VIP Entry to exclusive "Text VIP 2 GO" events directly to your cell
phone.
4

Additional Questions to Consider:

*How
How the text club will coincide with your programming, promotions and
advertisers?
*Your signup
up form questions should match the interests of your listeners
for future interaction.
*Where
Where do you have remotes, how can you incorporate this in your sign-up
sign
form?
*Use
Use MXM as an alternative to call in to win, song requests
dedication, voting.
*Who
Who are your major clients? Are they a major advertiser you
may want to incorporate into your sign-up
sign
form or have them
sponsor the club?
*What
What is your station most known for in the market Do you have a
Summer Festival, a Jingle Ball, NASCAR sponsor, Van on the Scene, Gas
Giveaways, Shopping Sprees, Concert Tickets?
*Is there a specific segment of your audience who you will be targeting to
enter your Mobile Marketing database?
*Are there partnerships in your market with companies who might share
content with you for mobile distribution? (local newspaper, school closings,
weather alerts, etc).
5

Mobile Marketing Terms

There are several terms in mobile marketing that are specific to mobile
media. Below are some of the terms that you should know as you get
acquainted with your Mobile Xpress solution:
Term

Definition

Acquisition Rate

Percentage of respondents who opted in to participate in a mobile

initiative/campaign. Acquisition rate = total participants/total audience.

Ad Impression

An advertisement impression transpires each time a consumer is exposed to

an advertisement (either pre-pended
pre
or appended to an SMS message, on
mobile web or web page, within a video clip, or related media).

Advertisement Action

Any activity associated with a Advertisement that enables interactivity and

communication between the advertiser and the consumer. For example,
common actions include clicking on a phone number to call the advertiser, a
hyperlink that takes the consumer to an advertisers mobile web portal, or a
link that adds the advertisers contact information to the consumers phone
book.

Alert Tone

An audio product that is triggered by and sounds on the handset upon a

specific event, such as an incoming text message, voice message, calendar
event, or other event to which the handset owner wishes to be alerted.
Length of tone varies based on mobile carrier requirements. Often
traditional ringtones or other audio products can be used as an alert tone.

Alerts

Notifications, typically in the form of a text or multimedia message,

containing time-sensitive
sensitive information (event details, weather, news, services
updates) that are pushed to a mobile subscriber who has opted-in
opted to receive
this information. Note: If the mobile subscriber has not opted in to receive
said information, the notification would be considered SPAM.

Term

Definition

Call to Action (CTA)

A statement or instruction, typically promoted in print, web, TV, radio, onon

portal, or other forms of media
(often embedded in advertising), that explains to a mobile subscriber how to
respond to an opt-in
in for a particular promotion or mobile initiative, which is
typically followed by a Notice (see Notice).

Carrier (also known as mobile carrier,

mobile network operator, network
operator, operator company, wireless
carrier)
Click

A company that provides wireless telecommunications services.

Click to Call

A service that enables a mobile subscriber to initiate a voice call to a

specified phone number by clicking on a link on a mobile web site. Typically
used to enhance and provide a direct response mechanism in an
advertisement.

Click-through

The process that takes a mobile subscriber to a jump or landing page once
the mobile subscriber has clicked on a link.

Click-through Rate (CTR)

A way of measuring the success of an online or mobile advertising campaign.

A CTR is obtained by dividing the number of users who clicked on an ad on a
Web page by the number of times the ad was delivered (impressions).

Common Shortcode (CSC)

Short numeric numbers (typically 4~6 digits) to which text messages can be
sent from a mobile phone. Wireless subscribers send text messages to
common short codes with relevant keywords to access a wide variety of
mobile content.

Cost per Thousand (CPM)

A metric used to price advertising banners. Sites that sell advertising may
guarantee an advertiser a certain number of impressions (number of times
an ad banner is served and presumably seen by visitors) and then set the
cost based on the guarantee, multiplied by the CPM rate.

Data Charging

The cost of using the mobile network for data services. The two main
charging models are: pay-aspay
you-use, which is effectively metered billing
because the charges increase in proportion to the amount of data consumed
by the user; the second method is charging at pre-set
pre
rates (over a
monthlyusage period) for pre-determined
pre
amounts of data that can be
consumed. These charges become significant in the distribution of rich
media content that drives large amounts of data across the networks.

The act of when a mobile subscriber interacts with

(highlights and clicks on) an advertisement (banner, text link) or other
actionable link, that has been served to their screen.

Term

Definition

Double Opt-In

The process of confirming a mobile subscribers wish to participate in a

mobile program by requesting the subscriber to opt-in
opt twice, prior to
engaging the subscriber. A requirement for premium and many other types
of mobile services.

Full Music Download

The downloading of a complete song, versus a section of a song, for playback

on a mobile device.

Impressions

A business metric for counting the number of times mobile subscribers have
viewed a particular page, mobile advertisement on a mobile internet site or
embedded within a text message or similar mobile medium.

Information on Demand (IOD)

Content delivered in the form of an Alert. Subscriber receives updates of

weather, traffic, horoscopes, jokes of the day, etc via SMS text, at a
predetermined time and frequency.

Interstitial Text Ad

A text page that is displayed in the middle of the

MMS message.

Keyword

A word or name used to distinguish a targeted message within a Short Code

Service.

MMS Message

A message sent via a Multimedia Messaging Service that contains

multimedia objects.

Mobile Message

MS and/or MMS message sent to a handset but does not include

advertisements delivered on WAP sites, or advertisements delivered into
mobile games.

Opt-In

The process where a Subscriber provides explicit consent, after receiving

Notice from the Mobile Marketer.

Opt-Out

The process through which a Subscriber revokes consent after receiving

Notice from the Mobile
Marketer. An example of an Opt-out
Opt
process includes, but is not limited to, a
Subscriber replying to an SMS message with the phrase stop.

Penetration

The percentage of the total population that owns a mobile phone.

Pull Messaging

Any content sent to the wireless subscriber upon request, shortly thereafter,
on a one-time
time basis. For example, when a customer requests the local
weather from a WAP capable browser, the content of the response,
including any related advertising, is Pull Messaging.

Term
Push Messaging

Any content sent by or on behalf of advertisers and marketers to a wireless

mobile device at a time other than when the subscriber requests it. Push
messaging includes audio, short message service (SMS) messages, e-mail,
e
multimedia messaging, cell broadcast, picture messages, surveys, or any
other pushed advertising or content.

Shared Short Code

A short code that is utilized to run multiple mobile services and/or marketing
campaigns simultaneously.

Targeting

Various criteria to make the delivery of a mobile advertisement more precise

(age, gender, geographical, day parting, household income, etc.).
Master keyword for stations opting to use Shared Short Code. Enables
listeners to instantly text-in
text to the station or opt-in using a pre-determined
keyword that is exclusive to the station. The USI must be included in the
beginning of each message. For instance, Kiss99 Join where Kiss99 is the
USI.
CSCs that are specifically requested. It usually spells out a content providers
name, brand, an associated word or is an easy to recall number sequence
e.g. DISNEY =347639 or 88888.

Universal Station Identifier (USI)

Vanity Short Code

Definition

How to Build Your Database

Web-Based Opt-In
A mobile marketing campaign is only effective when utilizing a high-quality
high
database. The type of data you have collected on each member determines
the quality of your database. More information on each userand
user
permission from each user for you to contact them generally means that
you will have better success.
The more you ask, the more specific you can target your messages. At the
same time, you dont want scare listeners away with long registration
forms. Ask enough questions to create specific detailed campaigns. Here
are some good examples of what to ask:
Name
Gender
Date of Birth
Zip Code (for hot zip targeting)
Favorite Station(s)
Interest (i.e:: Coupons, Station Announcements, Concert Announcements,
etc)
MXM supports 100% permission messaging.
messaging Our double opt-in
requires new subscribers to confirm they want to opt-in
opt to your
text database as to be compliant with MMA best practices.
step process is widely adopted in opt-in
Note: This two-step
opt messaging sign-ups,
as it provides better data security and prevents erroneous sign-ups
that can
sign
contribute to spamming and other illegitimate uses of the relationship.

10

What questions should I ask listeners when they sign up for the stations
text-messaging program?
Asking the right questions is the first step to setting up a strong
database that you can effectively use for marketing. The more information
you receive from your listeners, the more you can target a specific group
in an advertisers campaign. For example, if a womens clothing store
wanted to send a text about an upcoming sale to female listeners age 1818
54, this could only be done if you collected age and gender information
from each member.
Your Mobile Xpress Messenger sign-up
up form is the most important part of
your text messaging experience. It not only contributes to the success of
your database, but it allows you to get to know your listeners and
understand what they are interested in. With questions that mirror your
listeners and your marketing interest, you can target specific listeners
profiles for optimum station reach.
Remember to place your elevator pitch from earlier in the manual on the
sign-up
up form. Always sell the benefit of signing up to your listeners.

11

Keep your sign-up

up form simple, yet specific. In addition to the required
questions listed below, here are some examples of good questions to ask
and some not-so
so good questions to ask:
REQUIRED:

OPTIONAL:
These are some questions you might consider using on your sign-up
sign
form.
What kind of prizes would you like to win?
a) Spa Packages b) Concert Tickets
c) Electronics
d) Cash
e) Cars/Motorcycles
Who would you like to receive texts from? (List your on-air
on
personalities)
a) DJ Money Mike
b) Miss Jones In The Morning
c) Don Imus
d) Wendy Williams

12

What categories would you like to receive text messages about?

(Requires station personnel to update)
a) News
b) Weather
c) Entertainment
d) Contests
e) Traffic
When do you listen to WXYZ-FM?
a) At work
b) At home
c) In the car
d) Weekends
What do you do when you go out? (Think promotions)
a) Movies
b) Dinner
c) Comedy
d) Clubbing
What days do you go out? (Think about which listeners to target)
a) Monday
b) Tuesday
c) Wednesday
d) Thursday
e) Friday
f) Saturday
g) Sunday
What do you like most about WXYZ-FM?
a) Music
b) DJs
c) Prizes
d) Website
What is your favorite beverage? (Think advertisers)
a) Coke
b) Pepsi
c) Sprite
d) Energy drink

Collect information on
this form that
has some value to your
advertisers.
Remember always
ask, what can I do
with this information?
Is it actionable?

What is your favorite lunch spot? (Think local advertisers)

a) McDonalds
b) Quiznos
c) Long John Silvers
d) Sbarros
What is your favorite vacation spot? (Think promotions)
a) Bahamas
b) Jamaica
c) Cancun
d) Puerto Rico

EXAMPLES OF QUESTIONS THAT ARE NOT-SO

NOT
GOOD
These are questions that have little value to your station or advertisers,
because they do not lead you to anything actionable.
Whos the cutest celebrity baby?
a) Tori Spelling and Dean McDermott
b) Melanie Brown and Eddie Murphy
c) Julia Roberts and Danny Moder
d) Tom Cruise and Kate Holmes
Problem: In a few years they wont be babies anymore. Plus, who cares?
Whats your favorite color?
a) Blue
b) Red
c) Yellow
d) Green
Problem: This information probably wouldnt be very helpful to you
Whats your favorite TV show?
a) Greys Anatomy
b) Desperate Housewives
c) Wheel of Fortune
d) The Game
Problem: Shows come and go every season

14

What do you think about WXYZ-FM?

Problem: Open-ended
What is your favorite artist/song?
Problem: Open-ended
ended and favorite artists/songs change
What dress/suit size are you?
Problem: Too personal and open-ended

What are the best ways to collect data for my listener database?
database
First, identify incentives and prizes that you can offer for people who
sign up. For instance, secure a gift certificate to a local restaurant. Then,
promote that anyone who signs up this month for your text messaging
program is eligible to win the certificate at the end of the month.

15

What incentives might you be able to offer your listeners to

encourage more opt-ins? (In other words, what is your audience
most interested in?) Some simple ideas:
Concert Tickets
Dinner
Dinner for two and a limo ride for one lucky winner
T-Shirts
Shirts from the prize closet
VIP
VIP movie passes for everyone signed up by midnight.
Also, remember to sell the benefits of joining your program to listeners.
Our listeners are bombarded with thousands of messages every day. You
must explain whats in it for them to make your program worthy of their
time.
There are several ways to go about collecting data for your listener
database.
Have advertisers sponsor your club/sign-up
club/sign
form.
Give them an opportunity to sponsor your incentive prizes as well
as special features. (morning show contest alerts, sports scores,
etc)
ON-AIR PROMOTION
Use Mobile Xpress Messenger to interact with your audience on specific
features. You can conduct audience polls, real time listener feedback on
show topics, requests and much more. On-Air
On
Personalities should mention
the program once per shift by promoting a benefit or feature of the
program.
16

Samples of On-Air Promos:

YOU CAN GET AN UNFAIR ADVANTAGE ON THE Q102 SONG OF THE DAY
CONTEST BY SIGNING UP NOW AT Q102.COM FOR Q-TEXT
Q
MESSAGES.
WELL SEND YOU A MESSAGE EVERY MORNING WITH THE NAME OF THE
SONG OF THE DAY AND THE TIME TO LISTEN! LEARN MORE ABOUT Q-TEXT
Q
MESSAGES AT Q102.COM.
THIS AFTERNOON, VOTE WITH YOUR CELL PHONE ON THE PICK-IT-ORPICK
FLICK-IT
IT SONG WAR AT 5 OCLOCK. JUST SIGN UP ONLINE AT CLUBFM.COM
FOR CLUB-TO-GO,
GO, AND YOU CAN TEXT YOUR VOTES FOR YOUR FAVORITE
SONGS EVERY AFTERNOON AT 5PM. SIGN UP NOW AT CLUBFM.COM.
Remember to keep your promos concise and benefit oriented.
Use the word YOU (thats your listeners name!). What do they
gain by participating in your club?
Using Mobile Xpress will allow your audience to become more interactive
with show allowing you to keep listeners listening longer. Include mentions
of your mobile/text club with on-air
air and online contesting. Promote on the
air that mobile/text club members have advantages over non-members
non
when it comes to winning contests.
If you are running a promotion that requires appointment listening (song of
the day, $95 every 95 minutes, etc), give listeners in the text club an
advantage by prompting them to listen and/or call.
Text listeners times to tune-in
in and win or text your listeners the secret song
of the day. Think of ways to get them back to listening to your station onon
the-air or through your online stream.
17

ONLINE PROMOTION
Integrating your Mobile Express solution with your station web site will
allow you to make your radio station completely interactive. Home Page
presence is a must. Use your website to show off and highlight the new
mobile/text club.
Use pictures of people in your target demo using your mobile
service on your website to promote the program.
Highlight the incentives and benefits of being in the text club with graphics,
and position it above the fold (scroll) and in the promotional section of your
website. Link your home page to the online sign-up
sign
form for Mobile Xpress
Messenger.
E-mail Invitations! Use the current database of email addresss in your
email club to invite member of your club. Include a link to the mobile/text
club sign-up
up form. This is a great jump start for stations new to text
messaging.
If you want a more targeted group of listeners, for instance P1s and P2s for
a VIP or loyal listener population:
1. Create a subset of your existing e-mail
e
database, using the profiling
tools available to you. For example, include all the women 18-49,
18
or everyone who resides in your hot zips. Your P1s and P2s if
youve asked listening preference questions in your e-mail
e
database sign-up.
18

mail invitation to this profile and paste in a link to your

2. Send an e-mail
up. Your invitation should include compelling reasons
MXM sign-up.
why they should sign-up.
2. Or, you may choose to invite everyone in your existing e-mail club.
In either case, its easy to include a live link to the MXM sign-up
sign
form.
Invitation links, which you can obtain from Triton Digital Media,
make it easy to support the all-important
opt-in, and they give
all
you the ability to build your MXM membership based on specific
selection criteria important to your market.
What if I already have a points program or other e-mail
loyalty
e
program?
Great. MXM can extend the power of your points program by giving
your station an additional communication channel to reach your listeners,
let them know what they can win, and how.
IN-PERSON / EVENT PROMOTION
Remote events, concerts, and station appearances are great opportunities
for sign-ups. Set up a kiosk or bring a laptop to your next remote broadcast
or station event. Then, listeners can sign up for your mobile/text club at the
event.
Utilizing interns or part time employees at events to show listeners how to
use their cell phone to text in will ensure that you have a well-trained
well
9audience.

Create a station promotion around your new Mobile Xpress product by

holding a text-off and find the fastest texters in your audience. This will be
sure to bring a crowd and a great way to kick off your new Mobile Xpress
Messenger program.
Alternatively, consider creating small flyers with the mobile/text
up form link and a list of the benefits to joining so that
club sign-up
listeners can log in and join later.
point color 4x6 cards at www.clubflyers.com
You can print 1,000 glossy 14-point
for only $75. Consider creating a 4x6 promotional card with information on
your text program, and bring these to remotes and other station events.
Ben Franklin says, Consider inviting a client to co-sponsor
the
co
flyers for text messaging by sponsoring the BACK-side
of the 4x6
BACK
cards.
Mobile Opt-in
In addition to web-based opt-in,
in, MXM now offers mobile opt-in.
opt
If
stations choose to promote this feature, listeners can text the stations
unique station identifier and the word join and they will be added to
the database: Example, Lazer933 Join.
While this opt-in
in method allows any listener to signup without first
visiting the website, you wont have the opportunity to collect more
information that just their phone number and therefore wont have
the benefits of targeted messages to them in the future based on
preferences, demographics, listening habits, psychographics, etc.
20

Mobile Usage Statistics

In the US there are over 255 million wireless subscribers, that is 84% of
the population.
89% of all adults in the US own cell phones and 75% of those adults use
text messaging.
53% of Americans that use cell phones use text messaging at least
daily/weekly.
Over half of all major brands are expected to spend 5-25%
5
of their
budgets on mobile in 2011.
Cell users text more than they place calls! According to Neilsen Mobile,
the typical cell-phone
phone user sent or received 357 text messages per month,
while placing or receiving 204 calls.
Neilsen Mobile estimates that monthly text totals from Q2 2008 are a 450
percent increase over the monthly averages of 2006.
An AT&T survey among text-messaging
messaging adults ages 18-55
18
showed how
important texting is to relationships. According to the survey, 40 percent of
texters who are in a relationship or dating believe that text messaging plays
a significant or very significant role in their relationships.
Sixty-eight percent of texters surveyed admitted to sending a love note
via text messaging.

21

 Verizon Wireless has named Tennessee as the state with the most text
messages sent and received in its study of text message habits of its
customers from the southeast region of the United States. (Big City Wireless
Study, 2008)

You can find a tremendous amount of information for your sales staff
about mobile messaging online at the Mobile Marketing Association.
www.mmaglobal.com
The global mobile advertising market will be valued at over $16 billion by
2011.
In August 2007, nearly 40 million US consumers received SMS
advertisements, and 12 percent responded to them

Source: M:Metrics,, Common Short Codes: Cracking the Mobile Marketing Code

A
A survey of 2,400 moms reveals that the single most important tech
gadget in their lives is the cell phone (23%), followed by the Internet (21%)
and the digital camera (19%)
Source: Babycenter.com, March 2008

As per CTIA, the total wireless subscribers in the USA is now 260.7
million. Here is the breakdown of the USA cellular market by carrier.
1. AT&T Mobility 71.3 million
2. Verizon 67.2m
3. Sprint/Nextel 52.8m
4. T-Mobile USA 30.8m
5. ALLTEL 13.2m
6. Tracfone 10.0m (prepaid)
7. US Cellular 6.2m
8. Virgin Mobile 5.1m

22

9. metro PCS 4.4m (mostly Atlanta, Dallas, Detroit, Las

Vegas, LA, Miami, Orlando, San Francisco)
10. Boost 4.3m (southeast and west 12 states)
11. Leap Wireless/Cricket 3.1m (23 states)
12. Cellular South 700,000
13. Centennial Wireless 663,000 (IN, MI,OH,LA, MS,TX)
14. Cincinnati Bell 579,000 (Cincinnati, Dayton, KY, IN)
15. nTelos 421,000 (VA,WV,KY,OH,TN,MD,NC)

Mobile Xpress Messenger FAQ

Have a specific need or question? Call us! 212-419-2915.
We are
212
here to assist you, and help you to use Mobile Xpress Messenger
to grow your ratings and revenue!
Our FAQ is organized into these categories for you:
1.
2.
3.
4.
5.
6.

Compatibility
Database Management
Fees
General
Messaging
Two-Way Messaging

COMPATIBILITY:
Does MXM work with different carriers?

end includes a gateway through which messages are distributed to

Yes. MXMs back-end
with all MAJOR national carriers.

Do I need any special equipment at my station to use the MXM service?

No. You can access your MXM database and software tools from a Web browser, so
all you need is an Internet connection to log-on.
log

DATABASE MANAGEMENT:
Can I target my messages to sub-sets
sets of my database?

Yes. You can create messaging lists by filtering listener information collected on the
sign-up and send targeted messages.

Who controls access to my listener data? How can I protect it?

Your station owns all rights to your database. We will never sell your data,
share it or otherwise make it available to third parties.
23

How do listeners unsubscribe?

They can text the word QUIT or STOP in a message sent to your station (via short
code). Or, they can visit the web hosted sign up page to find the unsubscribe option
after entering their email address.

Does MXM support personalization?

No. In an effort to save space for longer text messages, we have not included this as
an option with MXM.

FEES:
Will my listeners be charged for messages my station sends?

Your listeners will only get messages if they opt-in

opt to your messaging database via a
sign up form on your web site. They should be aware of the standard messaging fees,
if any, charged by their carrier for received messages. MXM does NOT impose
premium fees that your listeners will have to pay, unlike some other companies.

Are my listeners charged to send messages to my station?

Because you have chosen Mobile Xpress Messenger, the only charge your listeners
incur is the typical fee they incur from their carrier the same fee they incur when
they message friends and family.
There is never a surprise charge and no premium fee imposed. The listener charge,
if any, is the standard fee they chose from their service provider when they decided
to become a text messager generally either a per message or flat fee for unlimited
messaging.

Are there any limitations to the number of messages I can send/receive?

You can receive unlimited MO (Mobile Originated, messages that are sent from
listeners phones). You can send a specified number of (Mobile Terminated or
messages that are sent from the station) messages per month as indicated in your
agreement. This number is indexed to your AQH. You can barter for additional
messages or pay 4.5 cents per message should you need more.

Other charges may apply what does THAT mean ?

This language is imposed for all station-generated

generated messages from all mobile carriers
and service providers. It does *not* specifically apply to messages you send with
Mobile Xpress Messenger. Rather, it is a consumer-protection
consumer
initiative from the
Mobile Marketing Association.

GENERAL:
Once I sign up for MXM, how long will it take to get started?

The set up and training is very quick and easy. You provide us with information youd
like to include on the sign-up
up form, and well take care of the rest. In about on week,
you can be receiving messages from your listeners and sending messages to your
listeners phones.

What do I need to know about Best Practices Guidelines ?

The Mobile Marketing Association is extremely motivated to keep the industry

growing in a healthy and consumer-friendly
friendly direction. We support this too!
MXM is fully compliant with the MMA Best Practices Guidelines including these
protocols:
A FAQs page is online and will be made available to listeners in need of assistance;
language complies with MMA guidelines. See rdg.com/faqs

Help for subscriber:

HELP as a message generates an auto response, the wording of which is prescribed,

as follows:
Youve signed up for text messaging alerts from <>. Other
charges may apply. 4help:rdg.com/faqs 8004195121

25

Automatic unsubscribe:

STOP or QUIT when either word is sent as a message, will automatically

unsubscribe someone from your station database.
Certain footer language is required of all messages sent from stations, as detailed in
the March 2006 update to Consumer Best Practices.
Messaging providers risk being barred from of cross-carrier
cross
networks, unless this
language appears.
Other charges may apply 4 help:rdg.com/faqs 8004195121
Reply STOP to end
We have hard coded the specific text into the each message sent by your station,
including the auto-responder messages.
We recognize this language consumes characters/space you might rather use for your
message text, but its necessary to be compliant. Consumer backlash to unwanted
premium fees from other vendors and from list sales/sharing from other vendors has
set this protective stance in motion.
You can review the full detail on MMAs Best Practices at:
http://www.mmaglobal.com/bestpractices.pdf

MESSAGING:
Can I schedule messages to be sent at a later date or time?

Yes. Before you send a message, you have the option to schedule messages to go out
any day or time you like.

Can MXM send a message to subscribers on their birthday automatically?

Yes. Under the Auto Replies menu button, select Birthday Message. Once you edit
the message, MXM will automatically text subscribers on their birthday.

26

Can I set up other automatic messages?

Yes. Use the Keyword Tools function to set up a message which will be sent,
automatically, in response do a keyword or character string you establish.

Are there any limitations to the number of messages I can send/receive?

You can receive unlimited MO (Mobile Originated, messages that are sent from a
mobile phone) messages. You can send a pre-determined
pre
amount of MT (Mobile
Terminated or messages that are sent from the station) messages as indicated in your
agreement. Should you need additional messages, they are available for barter or at
the per-message
message rate of $0.045 (4.5 cents).

How do listeners send messages to my station?

Your on-air
air staff can mention the 5 digit short code on air and invite them to send
messages request a song weigh in on a hot talk topic enter a contest text in a
shout out or vote on Top 5 at 5:00.

TWO-WAY MESSAGING:
What is Two-Way
Way Text Messaging, and is it available through Mobile
Xpress Messenger?

Two-way text messaging combines station-generated

generated messaging capabilities with
tools to organize and respond to listener-generated
generated messages sent to station.
Our approach to 2-way
way messaging gives stations the ability to reply to listener
messages (a) sent in response to a station message, and/or (b) sent in response an
on-air
air mention or shout out and/or (c) as initiated by the listener.

27

Way Text Messaging work?

How does Two-Way

Listeners can reply directly to a message sent by your station, simply by hitting reply
and texting a message back. The message will come directly into InBox.

digit code which your station can use. This code

For on-air mentions, well supply a 5-digit
is commonly referred to as a short code or quick code. When listeners who are in
your database text to this 5 digit code, the message will come directly into InBox.

With Mobile Xpress Messenger, you don't have to purchase a short code for your
station. This offers a tremendous savings compared to other services that force you
to purchase a short code for mobile marketing. Your code will be shared with other
and your interaction with listeners identified by text submission.
stations--and
That said, dedicated and Vanity short codes are available to stations for a
supplementary fee should the station wish to have exclusive use of a short code.
If listeners are not in your database, a message will be automatically sent to them to
up before participating.
let them know to sign-up
Listeners who arent in your database can also text-in
text using your unique
station identifier (USI). For instance if your USI is kiss99, listeners can
text directly in as long as their message begins with kiss99. This can also be
combined with other keywords in your control panel, like kiss99 win to enter a
contest, etc.
You can refer to this code in your broadcast to invite listeners to text in to request
songs, shout-outs,
outs, to enter contests, to request information and to share opinions or
comments you invite on any topic. Simply refer to the 5 digit code in your broadcast
and your unique station identifier.
Included in the cost of your affiliation is a short-code
short
shared with other stations.
(Weve developed an approach to enable code sharing without compromising
message integrity or requiring listeners to include additional codes within message
body.)

28

Check Out The Following Live Station Examples (Click on the links):
Look at how some other stations are using Mobile Xpress Messenger.
The possibilities are endless in referring listeners back to your audio
streams (on-air
air or online) and building new revenue!
Nearly 300 radio stations are now using Mobile Xpress Messenger!

29

Examples of STRONG IMPLEMENTATION:

30

Examples of STRONG IMPLEMENTATION:

31

Examples of STRONG IMPLEMENTATION:

32

Targeting and Scheduling Messages

The timing and targeting of your message should be specific to the result
you are trying to accomplish.
Morning Show
Do you have a special feature or interview occurring on your
morning show (or any daypart)?
daypart Achieve more tune-ins and Time
Spent Listening by sending out special alerts to your audience.
You should send these messages out at least 15-30
15
minutes
before the feature begins.
On-Air Polling
Use the Mobile Xpress tool to poll the audience on hot topics that the
morning show discusses. This will allow your morning show to connect with
its audience in real time. You can handle this one of three ways:
Send out a message asking for the databases opinion and elicit responses.
Most polls are conducted with multiple choice answers. (a, b, c, d)
Invite listeners on the air to send in their text vote as a simple answer (a, b,
c, d)
You can also ask listeners open-ended
ended questions using two-way
two
text
messaging (see glossary).
The Triton Digital Media team is available to walk you through
implementation of any tactic mentioned in this manual.
33

At-Work Contesting
Mobile messaging can effectively allow listeners to sign up for at-work
at
promotions that your station may be conducting. For example, if you are
trying to reach listeners to sign up for an at-work
at
contest, instruct the
audience to text Work to 76767 (insert your short code) to sign up for the
at work contest.
Lunchtime: Drive traffic to sponsor locations!
Have a special lunchtime offer from a local restaurant? Once per
week, send out a message at 11am with a special offer
(something free)) from a local restaurant for your listeners.
For example, Free appetizers today @ Damons for all Q102 listeners. Show
them this text
Demographic Targeting
Keep in mind that Mobile Xpress can break down the mobile
message to reach a specific demo such as age, location, or gender.
You can also add questions about children in household and any
other demographic qualifier.
This makes it possible to be as specific or broad as you need. Keep in mind
that the more specific you are in targeting, the less listeners you reach. For
Example if your station is holding a ladies night at a local bar, and you
only want to reach Females 18-54
54 in your Mobile Xpress database, you can
easily accomplish this type of specific delivery.
34

Applications for Programming and Promotions

Breaking News and Weather Alerts
If your radio station is in pursuit of news and weather images, you may
wish you distribute breaking news and weather alerts via text message to
your audience. Keep in mind that if your subscriber has not opted in to
receive this type of time-sensitive
sensitive information, it could be perceived as
spam.
The most effective way to distribute news via text is to alert the audience
with a headline, and invite them to tune in for more information.
Example:
An on air reporter or newspaper story would describe a scene at a fire and
the fact that four fire trucks showed on the scene. It might state, "The
fireman entered the raging blaze with axes swinging." Mobile text would
simply state, "A 4-alarm
alarm fire at Jacobs Street causes $1.2 million in damage.
Details now on AM1030 or WXXX.com.
.
5 inches of snow is headed for your zip code tonight. Weather every ten
minutes available on 105.1FM or fm105.com.
If you are posting gas prices on your site, you might consider a message like
this: Gas prices are down this weekend. Find out where to fill up at
WXXX.com.. A service of Henderson Chevy Dealers!
Note that all of these alerts may be sponsored with simple
mentions of the client. (examples above)
35

You might consider placing gas prices on your site using an RSS feed from a
local gas price spotting site. For example, you can find local gas prices and
RSS feeds at www.gasbuddy.com and www.indianagasprices.com
You can also set up an auto-responding
responding keyword for the Best Gas Price
today.
Let your listeners know if they send you a message with the word Gas in
the message, you will send them the location of the cheapest gas in your
market that day. Get an auto center or tire company to sponsor this.
Set up Keyword Auto Responder Gas
(more information below in the Keyword section)
Traffic Alerts
Traffic alerts represent two major benefits.
You save your audiences highly valued time by alerting them of traffic tietie
ups and delays.
You can earn more TIME SPENT LISTENING by reaching listeners who are in
traffic tie-ups,
ups, inviting them to tune into your station.
We suggest that you only alert listeners when there are traffic tie-ups
tie
that
are out of the norm from usual traffic tie-ups
tie
to avoid your text messages
being perceived as spam.
Sponsor the traffic alerts by selling inline text billboards along
with your traffic billboards on the air. This is an excellent way to
grow the buy and reach for any clients campaign.
36

You can also use KEYWORDS to administer traffic alerts. If your station is
invested in traffic news, consider setting up a keyword program that, at any
time, has up to date messages on conditions in key locations.
Default message:
All clear. No traffic trouble to report.
Based on conditions, new message would be created and available when
listener sends inquiry message.
Key word

Auto Reply
West All clear. No traffic trouble to report.

405 N All clear. No traffic trouble to report.

405 S Tractor Trailer spill, single lane for 15 miles.
405 Please be specific. 405 N or 405S ?
Park View Construction Delays at exit 4 East.
Inner Inner Loop is all clear. Smooth sailing.
Raleigh Freeway Bumper to Bumper on Bridge Approach.

Using Keywords
Keywords can be used to organize incoming mail into folders and/or to set
up auto-replies.
Keyword Auto-Replies:: whether or not you set up a Keyword Folder, you
can write a message, then follow the steps to set a date/time and your
message will automatically be sent when an in-coming
in
message contains
the keyword or character string you specified.
Start with Add New Keyword option and generate your message.
37

Keyword Folders:: mail containing a keyword or character string will

automatically get stashed in a folder if you use the tool that way.
You can use this in conjunction with Keyword Auto-Replies,
Auto
or you can use it
alone.
Start with Add New Keyword option and designate (or create, then
designate) the folder.
Artist Alerts
When you debut the lead single from an artists new album, collect all the
messages by adding them to a folder. That way, you can message these
listeners before you play it later and get them to tune-in.
tune
Set up Keyword Folder: Pink Stupid Girls (or whatever the artist / title is)
Research has shown that most 18-30
18
year old listeners use Top 40
radio to discover new music. Artist alerts are an excellent way to
bring younger demo listeners back to your radio station.
Text-to-Air Shout Outs
All week long you get incoming messages with requests and shout outs for
DJ Keys Friday night party mix show.

38

Set up Keyword Folder: DJK

Listeners should know to message DJ Mike at short code and include DJK
in the message. Talk it up, mention on web site or email promotions.
When Mike is ready to work his show, he pops open the Keyword Folder
and sees whats come in all week.
Mike has the option to send individual replies to messages in his folder or
can send batch replies.
Text-to-Win Promotions
Example: Build a contest where 5 listeners win a Honda CRF Motorcycle
from your station and local dealer. To enter, listeners need to be registered
in your text database and message in Honda CRF in their message.
Send them a thank you / acknowledgement. Keep their entries all in one
place for random selection at end of contest period.
Set up Keyword Folder: Honda
Use random winner generator tool at end of promotion.
Set up Keyword Autoresponder:
During term of promotion:
Thank them and include dealers name and location.
After promotion has ended:
Let them know Promotion has ended, they can show the message for a gift
with test drive at dealer location.
39

Sporting contest
Get your listeners to text in with who they think will win tonights game, the
Broncos or the Browns.
Set an auto reply for each team.
Key word

Auto Reply
Broncos Routing for Broncos? Good luck. Postgame highlights at 10:30.
Browns Routing for Browns? Good luck. Postgame highlights at 10:30.

When the winner has been decided, extend an invitation from a local sports
bar for next weeks game, with special offer.
Think about sporting goods stores and local pubs/bars for
sponsorship in this area!
Ask yourself How can we use text messaging to add to this promotion?
In many cases, text messaging can make your promotions and programming
more accessible to listeners. Its one more invitation to use your radio
station. Your new Mobile Xpress solution can jump-start
jump
any station
promotion.
The first thing you should do is review all station promotions and
on air giveaways to see how you can apply Mobile Xpress to these
promotions. Any way you can have listeners text in is another
opportunity for you to collect more information on your
audience.
40

Make sure you include your sales staff on any of the promotions
you do with the Mobile Xpress application. Use a form like the
one below to send to your local sales manager(s) or interactive
manger so they can find sponsorship opportunities for your
station to capitalize on.

This will give your sales team the information they need to sell a sponsorship for your next Mobile Xpress promotion.

Promoting Local Events

Promoting local events becomes a breeze with Mobile Xpress Messenger.
When you have a local event to promote, use Mobile Xpress to get listeners
attention.
Run :15 second promos about the event and ask listeners to text in to get
more information or a discount on entry. (This means that youll use the
KEYWORD feature see above for more information). This is a great way to
build you database and spark interest at your communitys local event.
41

Birthday Texts
With Mobile Xpress Messenger, it is easy to tell your audience happy
birthday on their special day. After a listener signs up for your text club,
their birthday information is automatically added to the database .
Then, you can set Mobile Xpress Messenger to automatically send out
birthday messages. These messages may be sponsored with special gifts
that drive traffic into a sponsor location (free ice cream, special gift, etc).
Look at an example of a Birthday Text:
Happy Birthday From Lics!
Show This Text For A
BIRTHDAY Special!
Reply to this text by
textingLics for more specials.

42

Opt-In @ Local Events

At your next major station event, you can use Mobile Xpress Messenger to
increase your database entries. Using text messaging at local sporting
events is a great way to get listeners to opt in.
If you have access to the crowd, announce that you are holding a special
promotion and ask them to text in to win. You can also set up sign up
booths to encourage listeners to sign up for your Mobile Club.
Concerts are a great avenue for you to get your Mobile Xpress
application out in your listeners hands. Run a contest to win
tickets before the concert, and then have a kiosk set up at the
event to promote how listener could have made it to that concert
for free.
When selling local remotes, include mobile marketing as part of
the package. Tell the sponsor they will get included on (X) number
of text messages, and listeners will have the option to click
through for their offer.
Phrase that Pays, Song of the Day, Unfair Advantage Club, Trivia, and
more!
Mobile Xpress Messenger will increase participation in any on air
promotion. Weather it is Phrase that Pays, Song of the Day or Unfair
Advantage Club: Answers to Trivia Questions, use your Mobile Xpress
Messenger application to target listeners that show interest in these types
of promotions.
43

Notes for Sales Executives

Mobile marketing is becoming more and more relevant in the advertising
world everyday. There are some incredible benefits to utilizing mobile
marketing:
Quantifiable marketing results through the tracking of downloads, page
visits, and listener opt-ins.
Incredibly high WOW factormany
many customers have never experienced
mobile marketing first-hand,
hand, which allows even the smallest brand to make
its mark as a pioneer. Customers of all sizes can use mobile marketing to get
all types of messages into the marketplace.
Affordability.
Heavy representation of a young audiencethe
audience
18 to 34 year-old
demographic.
The ability to reach customers in unique and interactive ways.
This marketing gives you piece of mind that your radio stations and
advertisers messages are sticking with the listener it is sent to.
Creating sales packages for your sales team to sell is the first step in
monetizing your Mobile Xpress application. With the many promotions that
Mobile Xpress creates for your station you will have plenty of opportunity
to make money with this product.

44

Mobile Xpress Ad Unit Types

Customize an advertisers campaign by having an option to opt in
to the teaser ads. If a listener wants more information on a
specific ad give them direction to text for a Complete SMS Ad.
The Complete SMS Ad unit can be used for any type of promotional
message or call to action.
The advertiser should be clearly identified in the copy.
The title or header of the message should reflect the consumer query or
subscription that resulted in delivery of the full ad message copy. For
example, if the consumer replied HOME to get more info on real estate,
the resulting ad should have HOME in the first line.
Click to Call:
Phone numbers must be local or domestic to the country your ads are
targeting.
Phone numbers must be functional.
Premium destination numbers that would result in a charge that exceeds
normal phone call charges to the end user are not permitted unless the
terms are fully disclosed in the ad.

45

Title Sponsorship
The title sponsorship will be announced any time the station is running a
text promotion. For example, Text Win now to 64646 brought to you by
ABC Motors. The client would also be branded on the web site in the text
sign up area. This is a great marketing campaign for a high-impact
high
advertiser.
When running on air and online contest have a title sponsorship
available for the text reminders that are sent out. The
programming staff might send out clues and answers to text
members. This is a great title sponsorship opportunity.
Keyword Sponsorship
Text messaging is one of the newest and most popular forms of media
today. With Mobile Xpress you will have the ability to sell your clients
specific keywords for their marketing campaign. For example if you are
working with a local pizza place, then you could sell the keyword PIZZA

to
them. They can then use this keyword to promote specials and offers both
in their radio ads and other media they might be using. For instance, Text
keyword pizza to 74747 for more information.
You can also use keyword sponsorships if you have a group of advertisers.
Say you have a group of gas stations, you could sell a sponsorship to each
one and list their gas prices in a text message when someone send GAS

to
your designated number.

46

Use your next sales blitz to flood the market with the Keyword
marketing concept. Create urgency that your clients business
might loose out on an important Keyword that is relative to
their business.

Couponing
Do consumers really use local web sites to get coupons?
The number of people turning to the web for coupons has soared to 36
million in 2008. Thats an increase of 10 million people from 2005.
Traditionally consumers have associated coupons with the Sunday paper,
but as consumers turn to the web for news theyre also looking online for
savings. In an effort to learn more about these Coupon Clickers,
Simmons/Experian Research and Coupons, Inc. conducted a survey the
2008 Printable Coupon Consumer Pulse. The research confirms the most
popular sources for printable coupons are savings specific sites like
Coupons.com. A June Hitwise report found Coupons.com has the largest
market share for savings sites, and traffic has increased 190 percent since
2007.

Source:Simmons Market Research Bureau and Coupons, Inc. conducted the 2008 Printable Coupon Consumer Pulse in March 2008. The
report compiles national consumer research from Simmons and a custom survey of more than 2000 printable coupon users.

Couponing is a great way to create revenue off of your Mobile

Xpress Messenger application. You can help you clients target to
specific demos and geographic areas. You can create the coupons
to say anything the advertiser wants to promote, as well as putting a virtual
bar code right in the text message. The coupon feature is very powerful
when used with a specific keyword to drive demand.
Integrated Packages: On-Air,
Air, Online, Mobile
Just like you combine your online and on-air
on
products, you should also
create packages specifically for all three mediums. Your clients will find
great success with using all three products. The ability to reach listeners
through the three most used media are very powerful. When creating these
products make sure to be smart.
47

Dont overpower the campaign with too much of one thing.

Here is an example of a good combo:
25 Spots Per Week (M-F 6A-6P)
1 Keyword and Coupon Package
1 Banner Ad and 1 Video Gateway
Proposal based selling is a great way to package the three in one combo. It
is also great to have plug-and-play
play packages in place for your sales team to
have on the streets with them.
This is a good example of combining the three. Promote the clients
keywords both on their online and on air ads.
Make sure to include Mobile Marketing in every pitch. This will increase
your number of asks, and in the end it will result in more mobile
messaging sales. Make sure your sales staff is informed and educated so
they can explain the benefits of Mobile Marketing.
The following pages include sample sales sales packages.
1. Text Alerts for Breaking News and Weather
2. Contest Sponsorships
3. Keyword Sponsors

48

Breaking News & Weather

Text Alerts
Stay at the palm of our listeners hands with news &
Text Alerts. Each time a news or weather alerts is
sent to our5,000
5,000 listeners the message will be
sponsored by your business.
Your business will also have the ability
to have listeners respond to the text to receive a
special offer.

What Do I Receive?
1 short SMS message at the end of each
breaking news or weather text. Click thru
available to special offer.
Inclusion in all on air promos about news &
weather text.
Logo and link on text club page on
WDMO.com

Total Investment:
$___________

Did You Know?

According to the Mobile Marketing Association, 53%
53 of Americans that use cell
phones use text messaging at least daily/weekly.

Mobile Text Message

Contest Sponsor
Each and every day at WDMO
members of our text club receive
text about hints, clues and
answers to our promotions on air.
We also use mobile messaging to
conduct the contest. As a Mobile
Message contest sponsor, you will
be included on all promotional
contest text message to over
5,000 listeners every day. You will
also receive on air promos when
these contest and promotions run.
What Do I Receive?
1 Short text message behind the
contest or promotional text.
Ability to ad a special promotional
text if a user is interested.
Logo and link on WDMO.com in
on the contest and mobile club
page.

Total Investment: $___________

Did You Know?

According to the Mobile Marketing Association, 53%
53 of Americans that use cell phones
use text messaging at least daily/weekly.

Mobile Text Message

Keyword Sponsor
Grab your customers attention by offering specials thru the use of
Mobile Marketing Keywords. Pick any word that is relevant to your
business to promote your special offer. For example: Text Pizza
to 54454 now for $3.00 OFF any order. When the listener text the
keyword the will receive a text message with a special offer and
promotion code. Use these keyword in your on air, web and print
advertising to reach your customers.
What Do I Receive?
Choice
Choice of any available keyword.
Choice of any special offer to send to listeners that text your keyword.
Included on WDMO.com Mobile Keyword section.
Total Investment: $___________

Did You Know?

According to the Mobile Marketing Association
53%
% of Americans that use cell phones use text
messaging at least daily/weekly.