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Businesses in the travel, tourism and hospitality industries are increasingly using the mobile channel to engage more successfully with their customers. Mobile enables communication that is targeted, immediate and relevant. In many developing markets, customer segments that are un-contactable via landline or Internet are on the other side of a mobile phone today.
Businesses in the travel, tourism and hospitality industries are increasingly using the mobile channel to engage more successfully with their customers. Mobile enables communication that is targeted, immediate and relevant. In many developing markets, customer segments that are un-contactable via landline or Internet are on the other side of a mobile phone today.
Businesses in the travel, tourism and hospitality industries are increasingly using the mobile channel to engage more successfully with their customers. Mobile enables communication that is targeted, immediate and relevant. In many developing markets, customer segments that are un-contactable via landline or Internet are on the other side of a mobile phone today.
In this Guide you will find 101 real world examples of how successful SMS text
messaging programs have been implemented by travel, tourism and hospitality
businesses all over the world. We hope that these examples will inspire you to find your own ways of l everagi ng SMS text messagi ng i n your busi ness. Table of Contents 2 Engage with your customers 3 Travel 4 Air travel reservations & booking confirmations 4 Air travel customer service 4 Air travel luggage assistance 4 Air travel information alerts 4 Ground travel customer service 4 Ground travel car rental 5 Ground travel parking assistance 5 Ground travel directions 5 Ground travel service alerts 5 Tourism 5 Tourist assistance 5 Tourist attractions 6 Directory assistance 6 Tourist guides 6 Translation services 7 Safety & security services 7 Weather alerts 7 Health alerts 7 Hospitality 7 Reservations & booking confirmations 7 Customer service 8 Restaurant services 8 Beverage services 8 Meal services 8 Event ticket sales 9 Infortmation Alerts 9 Music services 9 How did others do it? 10 Starting your own mobile messaging program 10 Create and manage a distribution list 10 Advertise 11 Incentivise 11 Permission 11 List Segmentation 11 Tools for a successful mobile messaging program 11 Clickatell Communicator 11 Clickatell ICM 12 Clickatell SMS Gateway 12 Copyright 2010 Clickatell What youll find here ... Table of contents The competition to earn customers in the travel, tourism and hospitality industries is intense. The operations of hotels, restaurants, cruise operators, airlines, car rental agencies, and even tourist boards may be diverse, but the desire and need to be unique in the eyes of the customer - to differentiate from competitors on more than just price - remains constant. Businesses in the travel, tourism and hospitality industries are increasingly using the mobile channel to engage more successfully with their customers. Mobile enables communication that is targeted, immediate and relevant. Mobile communication technology is being adopted so quickly and its reach so vast that communications is possible even with customers in the remotest corners of the world. In many developing markets, customer segments that are un-contactable via telephone landline or Internet are on the other side of a mobile phone today. The adoption of SMS text messaging by the travel, hospitality and tourism industries is at the forefront of communicating with these wide swathes of mobile customers. SMS enhances customer service and makes information-based services more accessible to customers of these industries, advantages that are not being ignored by operators. Research by eMarketer.com suggests that, 27.7% of Hoteliers plan to implement SMS text messagi ng as part of thei r mobi l e marketi ng i ni ti ati ves i n 2010. Introduction Engage with your customers Copyright 2010 Clickatell 1 1 http://www.emarketer.com/Article.aspx?R=1007606&Ntt=SMS+travel&No=- 1&xsrc=article_head_sitesearchx&N=0&Ntk=basic AIR TRAVEL - RESERVATIONS & BOOKING CONFIRMATIONS 1. Air China allows customers to check-in via SMS and mobile barcodes. Once a traveller has booked their ticket on-line, they can choose to be sent an SMS anytime from 24 hours to 90 minutes before their flight. The SMS contains a link to a mobile barcode, which the passenger can use to check-in through all necessary airport security checkpoints and board the flight. 2. American Airlines have introduced mobile boarding passes for passengers taking domestic flights, which it hopes will not only cut down on paper waste, but also make things a little more speedy and convenient for travellers. 3. Upon confirmation of a successful Online flight reservation, South African Airways sends to its customers an SMS copy of the flight information and the booking code necessary for flight check-in. 4. Jet Star implemented an SMS boarding pass program in Australia and New Zealand and reaped the benefits of faster flight processing times and decreased traveller annoyance. AIR TRAVEL - CUSTOMER SERVICE 5. Federal Air services luxury game lodges in Mpumalanga, South Africa. The lodges cater mainly for the overseas tourist market. Using Clickatells SMS gateway, Gencentric implemented a feature on the Fed Air web portal to update the arrival times for each flight. The system sends SMS notifications to Lodges notifying them of the new flight arrival times, thus ensuring that guests are always greeted on time. (http://www.clickatell.com/success/gencentric.php) 6. Singapore Airlines Club members can enjoy the convenience of contacting a customer service representative from anywhere in the world, by sending a SMS text message. In order to use the SMS contact service, known as PPS Connect, customers text their PPS Club membership number to a designated number. Customers will receive an SMS confirmation of the request within minutes and a customer service representative will call no more than 30 minutes later. 7. The British Airport Authority (BAA) launched an SMS service called "Flying Messenger" for people who are either boarding a flight or meeting colleagues at London's Heathrow or Gatwick airports. Customers text their flight details 2 hours before flight departure and BAA sends back a reply text which includes updates of any flight delays, as well as special offers that may be used before boarding the flight. 8. Travellers at Jakarta's Soekarno-Hatta airport can now summon assistance via SMS, such as requesting toilet paper or complaining about the airport taxi service. The service also lets people inquire about the status of departing and arriving flights. 9. The Star Alliance airline network is providing passengers with free SMS alerts on the progress of their flights. The SMS update service enables Star Alliance customers to track the flights of any of the member airlines, irrespective of location virtually anywhere on the planet, as well as track the details of internal connecting flights. 10. Leading online travel company, Orbitz.com offers its customers SMS text message alerts including information relating to flight arrival delays, flight cancellations, departure delays, departure gate changes, severe weather updates, emergency information briefings, 24 hour flight status checks, and executive car service alerts. AIR TRAVEL - LUGGAGE ASSISTANCE 11. Personal Porter is an Australian company offering travellers a global door-to-door luggage delivery service with real-time tracking via SMS. Launched in January 2007 in Sydney, it aims to reduce queues at check- in and move passengers quicker through airports. 12. By permanently attaching a microchip tag from Rebound TAG to their luggage, travellers can significantly reduce their chances of losing their personal belongings. A barcode and identification number is also printed on the Microchip Bag Tag to ensure that in the system also works at airports where there are no microchip readers. When the lost luggage is found, users receive an SMS. AIR TRAVEL - INFORMATION ALERTS 13. Asian online travel company ZUJI has launched a lowest airfare SMS alert service for local mobile subscribers in Singapore. With more than 50 destinations to choose from, travellers can send an SMS to ZUJI stating their chosen destination. They will then receive an SMS reply with the lowest airfare available, and can book online. 14. South African Airways uses a Clickatell Communicator solution, which is linked to the SAA intranet and accessible from within the Operations Control Centre (OCC) of South African Airways at OR Tambo International Airport in Johannesburg. In response to events, SMS are sent to SAA employees; message recipients are categorized according to specific events as per the SAA Al arm noti fi cati on documentati on. GROUND TRAVEL - CUSTOMER SERVICE 15. Travellers unhappy with the services of express bus operators in Malaysia can now lodge complaints with the Commercial Vehicle Licensing Board via text message. The new avenues for submitting complaints are aimed at curbing inappropriate practices among express bus operators, especially during the balik kampung exodus - the annual pilgrimage of city folk to their respective hometowns during festive seasons. 16. The Swiss Federal Railway (SBB) allows travellers to purchase train tickets via SMS. Travellers are able to send an SMS indicating their desired departure time and destination to a specific short code. The reply SMS may be used as a travel ticket. 17. The London Underground Customer Charter states that if a tube journey is delayed for 15 minutes or more, passengers are entitled to a full refund of their single journey cost. Tube Refund enables frustrated commuters to text their email address and journey details to a designated number to claim their refund. 18. The Bangalore traffic police provide traffic information through SMS. Users can now send an SMS to a dedicated number and get updates on traffic jams, bus locations and even travel routes and times. Copyright 2010 Clickatell TRAVEL Share quality information with your customers 19. Navteq's Traffic.com helps holiday shoppers give the gift of real-time traffic information. The gift pack includes personal mobile traffic services for three mobile numbers that can be given to friends and family for when theyre on the roads. Included in the pack is the Traffic.com Text Alerts service - a free SMS text messaging service that alerts you to delays on the roadways of major cities across the country. 20. The OYBike is a bike rental system, which allows users to hire and return a bicycle via their mobile phone. The bikes can be found at transport hubs such as tube stations, public buildings and car parks and each bike stand is equipped with a specially developed electronic lock operated through a keyboard and LCD display. An OYBike registered user selects an available bicycle and the locks display a code, the user then calls the OYBike call centre and gives them that code. A unique pin code is then read out to the user and sent back by text message. This pin code is entered into the lock to release the bicycle. After use, the bicycle is locked into any empty port on an available OYBike station. A unique pin will appear on the lock display that the users then text back to OYBike to end the hire period. 21. Dublin Bus timetables can be accessed by SMS. Travellers send a text message to a short code with the word BUS followed by the bus route number or the word TOMORROW for the next day's service. Users receive a text response containing times for the next 3 buses in each direction (or the next day). GROUND TRAVEL - CAR RENTAL 22. National Car Rental, the leading UK car rental company, sends an SMS message to each customer when theyre collecting a rental car, asking them to text back an accurate mileage reading. SMS has significantly reduced the number of staff and time needed for updating records and created a more customer friendly service. 23. Car Club is a premier car rental company, offering a comprehensive range of transport solutions for personal and business travel needs. Customers can now receive SMS alerts on their mobile phones with information on reservation confirmation, car details, charge of credit cards, invoicing, etc GROUND TRAVEL - PARKING ASSISTANCE 24. Airports Company South Africa offers a text messaging service that enables travellers to SMS a number and receive a response with available parking at Johannesburg International Airport. 25. A SMS parking service available in Amsterdam called SMSParking allows registered users to pay parking fees by SMS. Users send an SMS message when they park their car and send another SMS message when they leave. They pay for the exact time they parked their car, and SMSParking automatically collects the amount owing from a users bank or credit card account every two weeks. GROUND TRAVEL - DIRECTIONS 26. A new US service Dial Directions, sends travel directions straight to a mobile phone via text message after using voice-recognition technology to determine current location and the intended destination. Users dial a number and speak their starting location and destination and the service instantly sends turn-by-turn driving directions by text message. 27. Yahoo Driving Directions, which supplies block-by-block driving instructions, now has an option to receive instructions via SMS. By clicking on the website send to phone button, driving instructions are sent to the handset. Users receive a text message with a link to the full turn-by-turn driving directions. GROUND TRAVEL - SERVICE ALERTS 28. Transport for London (TfL) offers a mobile service that allows consumers to see when a service is disrupted on specific tube lines. Passengers are able to send a text message to a premium rate number to get a status update. An SMS service is also available for Airport Express trains to Gatwick, Heathrow and Stansted. This service is free of charge and available to customers who book a train ticket via the web. 29. Navteq, a digital map, traffic and location data provider, offers driving tips and traffic information to travelling consumers. For users who dont have time to get on the web or are too busy to call the hotline, Navteq has set up a text messaging system to deliver real-time traffic information for different cities. By sending a text message with the users city code such as NY for New York or CHIC for Chicago to short code, the user will receive traffic information in their area. 30. An ambitious free text-messaging system that the Metropolitan Transportation Authority of New York launched in 2008, allows riders to stay informed about transit delays with "near-real-time" SMS alerts to users. 31. Passengers with SNCF French railways can now make use of an SMS service that enables travellers to find out whether the train is on time, delayed or cancelled by sending the message INFO to a number and receive a text message response which includes the status of the train. 32. Customers of the Metropolitan Transport Authority (MTA) Long Island Rail Road can get train schedules and details of specific travel requests sent to their mobile phones via text message e.g. "Penn to Huntington" texted to 266266 returns train schedules instantly. TOURIST ASSISTANCE 33. The British High Commission in India launched a service for Indians travelling to the United Kingdom that allows them to track their visa applications through an easy and convenient service over their mobile phone. Applicants can now access their visa application status by sending an SMS from any mobile phone. 34. Textamundo is an SMS question & answer service that enables travellers in around 200 countries to quickly get answers to questions they need while on the road. 35. The Beijing Tourism Bureau sends welcoming informational text messages to tourists, as soon as they cross the borders of the Beijing municipality. Information on transportation, accommodation, shopping, restaurants Copyright 2010 Clickatell TOURISM Build a relationship based on utility and value and entertainment, along with a warm welcome is provided as part of this service. TOURIST ATTRACTIONS 36. World of Fun in Kansas launched the "Text Connection" services, which sends up to 10 text messages every day to the mobile phones of park guests, with information on live show times, short ride queues, and other park attractions and deals. Visitors can sign up for the free service up to two weeks in advance, or at the gate as they enter the park. 37. Rome city council introduced a service that allows readers to search the catalogues of the capitals 35 public libraries via SMS. By sending a text message, its possible to receive information on the location of a particular book, CD or video, library hours or ask the librarians a specific question. 38. Handheld History is a service that allows people to use mobile phones to access the historical information behind London's famous Blue Plaques. The Blue Plaques, which are on buildings all over London, commemorate the achievements of hundreds of notable men and women who lived and worked in the city for all or some of their lives. By texting a designated short code one is able to receive a basic history of the plaques by SMS. Handheld history also entertains visitors while theyre waiting in the queue for Madame Tussauds Wax Museum, by sending text message snippets of facts about Vlad the Impaler, the original Count Dracula, the death of Joan of Arc, the final days of Adolf Hitler or how Princess Diana was remembered after her death. 39. Blackpool Illuminations offered visitors the chance to see their own name in lights in 2005. Using an interactive text system, text messages were displayed by laser on a 100 foot by 20 foot screen on Blackpool Promenade. The service was a partnership between a mobile entertainment company and the Blackpool City Council. Visitors could also enter a special competition to win the chance to turn off the 2005 Illuminations on Sunday November the 6th by texting in the answer to a simple question. The winner and their family also received a two-night break at the Hilton Hotel in Blackpool and attraction tickets. DIRECTORY ASSISTANCE 40. A service from MasterCard provides cardholders with a mobile, location-based search and directory service so they can request the location of the nearest ATM be sent to their cell phone via text message. Customers call and state their coordinates to request the location of the nearest MasterCard ATM. Each year, two million cardholders contact MasterCard via either telephone or the website specifically to find the location of nearby ATMs; some 70 percent of inquiries are received from international travellers venturing outside their home country. 41. An SMS service launched in Shanghai allows users to locate the nearest public restroom. In response to a text message, the system sends a reply SMS with information on the location of the nearest public restroom. The SMS also includes information such as whether or not the conveniences are free of charge. The system is mainly for tourists. 42. The Finnish Road Administration developed a system that enables travellers to open the doors to roadside toilets only by sending an SMS to numbers provided by the Road Administration. Opening the door costs just the normal SMS rate. TOURIST GUIDES 43. Mobile phones were first used in Kuwana, Japan during the first experiment to transmit and receive sightseeing information via SMS. The service now allows mobile phone users to add their comments in real-time via text message, for the benefit other tourists. Copyright 2010 Clickatell 44. A service launched by Linguistic Agents in Israel in March 2007, called Info Jew allows Jews to use their mobile phones to find synagogues, kosher restaurants, Chabad houses, mikvehs (ritual purification baths) as well as the exact times for prayers, Shabbatot and holidays anywhere in the world. The service aims to add to this selection, information on local rabbis and Jewish tourist sites. TRANSLATION SERVICES 45. The Dutch motoring organisation ANWB and Van Dale, a prominent dictionary publisher, launched an SMS-based service that translates between French, German, English, Spanish, and Dutch. For example, a user in a French restaurant can discover in Dutch exactly what the specialty for 55 Euro cents is by typing the French word into an SMS message and sending it to ANWB'. The sender will receive its Dutch equivalent back in seconds. 46. Tourists travelling to Thailand can now communicate with local people through an SMS-based Engl i sh-to-Thai transl ati on servi ce. SAFETY & SECURITY SERVICES 47. South African insurance company Metropolitan Life introduced a life insurance service called Cover2Go, using Clickatell. The service costs are deducted from the subscribers airtime balance and provides instant life insurance for six days, in the event of accidental death. 48. The father of murdered Briton Lucie Blackman, launched a safety service using text messaging that allows users to submit detailed travel plans and set a time delay of between 30 minutes and 24 hours. If they have not returned and cancelled the message by the deadline, an SMS alert is sent to a chosen friend or relative. The Safetytext service stores photographs, contact details and the names of friends and relatives, to be released to police if it becomes necessary. 49. PlanetReunited allows backpackers or regular travellers to post news of their whereabouts and wellbeing onto a SLOG by SMS (a Slog is like a Blog, but it uses SMS technology to update]. One can sign up for the free Slog service and send messages to its phone number. Messages get posted up sequentially on a web page, much like with a blog. PlanetReunited sends out email alerts to friends and family every time a new message is posted. 50. Hail-Safe is a text messaging system that allows a taxi or minicab passenger to use their mobile phone to register details of the cab they are travelling in, and the license number of the driver via SMS or voice call. Travellers text the word SAFE followed by a space and the cab license number to a dedicated number. This information is then logged on the service. 51. An SMS emergency alert system was installed at the Four Points Sheraton hotel in Belgium. The software is integrated with hotels fire and technical systems that monitor fire detectors, emergency doors and temperature sensors. 52. The Association of British Travel Agents (ABTA) in the UK launched a SMS text message service that alerts its members of serious incidents. The service sends text messages to alert senior ABTA member staff of emergency events affecting their staff, customers or travel destinations, as well as changes to the situation. WEATHER ALERTS 53. The HappySun mobile service uses satellites to deliver the UV index to cell phones via text message. The service also provides information for tourists on how they can protect themselves from UV radiation, sea surface temperatures and seawater transparency for divers. 54. SnoCountry, a consortium of New England's leading ski areas, use text messaging to deliver last minute and seasonal offers to active skiers and snowboarders. With the region's notoriously fast-changing weather, it is important for the ski areas be able to immediately inform skiers and snowboarders of appealing snow conditions. The ski areas now invite skiers and snowboarders to text in and join a mobile database to receive weather updates and promotions. 55. In 2004 Adventure Weather distributed free SMS weather reports for all on the mountains during the Everest and Himalayan season, according to Mounteverest.net. The forecasts were created by meteorologists, analyzed by climbers, emailed to base camps, and then SMS'd in shorter versions to the satellite phones used by climbers in higher camps. 56. Golf fanatics can now ensure they never miss a day on the green with information on the latest weather and course conditions via SMS from the Club Messenger service from Clever Ltd. Golf club members can avoid wasted journeys by using Club Messenger, which provides up-to- date information on weather and course conditions. HEALTH ALERTS 57. With the recent outbreak of H1N1 swine flu, US-based CellPhones.org created a text message service whereby people could text PIGFLU to 41411 and receive updates as news developed about the swine flu pandemic. Daily updates included CDC/WHO updates, information about new outbreaks and other information from health authorities. 58. Britons travelling abroad to exotic destinations are now able to receive immediate and free travel health information regarding malaria. The service, funded by GlaxoSmithKline Travel Health as part of the Malaria Awareness Campaign and developed by iPLATO, allows travellers to text in the name of their destination country to receive relevant information about the malaria prevalence in that country. 59. StarHub and the Singapore Tourism Board as a quick and easy way to trace people in the event of a SARS outbreak in Singapore launched the SARS Contact Tracing SMS text alert service. RESERVATIONS & BOOKING CONFIRMATIONS 60. HotelZone is one of the largest hotel booking agencies in Europe. They use Clickatell to deliver their booking confirmations via SMS, enabling HotelZone's customers to receive reservation codes, hotel names & HOSPITALITY Keep customers coming back again and again addresses and arrival and departure dates. 61. SafariNow, a South African online accommodation-booking service uses SMS, along with email notifications, to alert accommodation providers of a new online booking enquiry. The service has resulted in quicker turnaround times for converting enquiries into confirmed reservations. 62. Malaysian hoteliers introduced mobileHOTEL the SMS way to make room reservations. Users of mobilHotel need only text the participating hotels name, to a short code to get an instant reply from the hotel on rates and reservation confirmation. 63. Owners who have properties listed with Holiday Rentals Hub can have an SMS message sent to their mobile phone when someone makes an enquiry about any of their rental properties online. CUSTOMER SERVICE 64. Thai cellular provider Total Access Communication, provides a service that enables hotel operators to notify guests of incoming calls and messages via SMS, instead of reception staff handing them handwritten notes or leaving messages on the voice mail service available in their rooms. 65. The 'W To Go' service uses SMS to communicate important service messages between W Hotels staff and their guests. Upon check-in, guests are asked to participate in the W To Go program, which enables them to receive text messages from the hotel directly to their mobile phone during their stay, even if they are not on the hotel premises. Guests are automatically disabled on the service 24 hours after their stay, allowing for any continuing messages like the return of forgotten personal items. The service informs guests of when their room is ready after check-in, when a package has arrived, when their dry cleaning has been delivered and more. Guests can also confirm or change reservations for restaurants, spa appointments and other hotel services. 66. The Fairmont Dubai uses Clickatell to provide specialist event information to guests or food and beverage specials. 67. Casino giant Harrah's is running a mobile coupon pilot as part of its customer loyalty program. Guests of the selected Harrah's properties sign up to receive special personalized offers as mobile coupons sent via text message. These mobile coupons can be redeemed at the Harrah's properties using bCode's self-service media plane scanners. 68. Gunstock Mountain Resort in New Hampshire implemented a promotional SMS strategy to promote on-mountain specials. Loyal Gunstock customers could text in promotional keywords for up to four on-mountain deals per day, e.g., lunch and happy hour specials, discounted tickets, apparel and more. Vouchers were sent back to the mobile phones via SMS. In order to redeem the vouchers guests could show the code on their mobile phone display, eliminating the need for clipping and carrying coupons. RESTAURANT SERVICES 69. Boiling Crab, a Cajun seafood restaurant chain, with locations in Los Angeles, Dallas and San Jose, use SMS to eliminate queues. The QLess service sends reservation information to customers in order to reduce turn-aways and no-shows. 70. Nutritional advice web site Diet.com debuted a SMS service called "Nutrition on the Go", which lets customers request nutritional information for foods at restaurants nationwide by sending a text message. A customer can send a text message with the restaurants name and the menu item to a short code and receive a text message back with the nutritional information for that menu item. 71. Kosher-ny.com launched a service in New York City that helps users to find a kosher restaurant by sending a text message with their location, to a short code. 72. Muslims can get confirmation on the halal status of a product (food that is permissible according to Islamic law) via SMS, thanks to the Islamic Development Department of Malaysia. By texting the word halal and the bar code on the product packaging to a short code, users can instantly confirm the halal status of the product. 73. The Southern African Sustainable Seafood Initiative (Sassi) set up service called Sassi FishSMS, which enables diners to SMS the name of the fish species on the menu to find out more about the degree to which the fish may be endangered or threatened. 74. US marine conservation group, Blue Ocean Institute provides a similar service to FishSMS. Users text the word FISH, followed by the name of the seafood in question, such as tuna, to a short code. The service covers more than 90 species, and suggests alternatives to options that pose environmental concerns. BEVERAGE SERVICES 75. A service from BuyYourWine.com lets Dutch consumers can send an SMS to request wines prices and delivery details. In the US, WineZap offers a similar service. If someone emails or texts them the vintage and wine name, WineZap will email or text them the current low, high and average prices for that wine. If a user adds their zip code, WineZap includes a list of the nearest retailers that stock the wine, as well as their prices. 76. Mad Lush's free SMS-based service allows users to subscribe to daily drink specials and open bar listings in and around New York. 77. To reassure tourists of water quality during the 2007 Olympics in Beijing, 28 major barrelled water manufacturers agreed to take part in a monitoring program, which vouched for the quality of their water. The packaging labels were produced and applied by the Beijing bureau of quality and technical supervision. The remaining sceptics could send a text messaging with the product barcode to the bureau. If the code on the product turned out to be a fraud, the consumer was able to instantly log a complaint with the bureau. 78. Discerning pub goers in the UK can now locate the nearest pub featured in the Good Pub Guide. The guide, launched in conjunction with publisher, Random House, is considered to be the authority on the best of British pubs. By texting the word GOODPUB, users of the service receive an SMS message notifying them of the address of their nearest recommended Good Pub in the UK. MEAL SERVICES 79. Hungry Fan launched a service in New Zealand and Australia, whereby spectators at ball games that didnt want to wait in queues for food or beverages could text in their order. The service provides a food ordering and delivery service at events enabling fans to enjoy the game and have orders delivered directly to the seating area. 80. Pizza Hut offers a meal ordering service via text message. 81. Campusfood.com, a network of on-campus restaurants, also lets customers place their meal orders via text message. EVENT TICKET SALES 82. Vegas.com launched a "mobile concierge" service that enables people who are in Las Vegas to buy tickets to shows and tours that day or the next day. By texting a keyword to the short code "VEGAS," tourists can retrieve any information they need on a show or hotel. 83. Stagetext, a charity delivering captioned performances throughout the UK makes use of SMS to communicate with its deaf audiences. SMS messages alert deaf arts attendees of upcoming captioned performances, ticket availability and special offers. Stagetext also collects feedback about the performances via text message. INFORMATION ALERTS 84. In January 2005, Avis car rental and AskMeNow teamed up to make the AskMeNow mobile lifestyle network available at Aviss top US locations. Avis customers were able to get instant access to 411 services, flight times, restaurants and hotels, directions, weather, stock quotes, and sports, as well as other local information. Avis customers could call a toll free number or text any question from their mobile phone and receive the requested information in moments. 85. Die Medienagenten is an Interactive Media Agency in Germany that uses Clickatell to offer a service to pubs, and nightclubs who need to inform their customers about upcoming events and concerts. Outbound communication to community groups has also worked very well for this service. 86. Lastminute.com offers promotional travel offers to its subscribers via SMS. Subscribers select their preference (city breaks, hotels, restaurants, theatres, etc). Each week they will receive an SMS with an offer that reflects their choice. This is a value added service for true 'last minute' customers. 87. The Mann Centre for the Performing Arts in Philadelphias Fairmount Park has added mobile to its marketing mix. To join The Mann Mobile Rush Club, individuals must text the keyword MANN to a short code. New subscribers will receive an immediate reply, confirming their membership into The Mann Centres mobile program and will later receive weekly text messages with details of upcoming performances. MUSIC SERVICES 88. BarTalk is a an entertainment installation for bars, or clubs that lets participants send text messages and photos from their cell phones to big-screen displays inside. 89. The SMS Jukebox service, available in France, enables customers in bars and clubs to request songs from a menu on the table and send the request via text message. The song is then queued to play over the sound system. Copyright 2010 Clickatell 90. Stratton Mountain Resorts ran a text message campaign designed to drive skiers and snowboarders directly to their resort. Strattons posters featured a call-to-action with a keyword and short code with the lure of free lift tickets. They were placed throughout selected subway stations in upscale Manhattan neighbourhoods. Using unique codes for each advertising medium let Stratton track the results of each campaign. More than 38 percent of responses came directly from Strattons posters in Manhattan, which featured the mobile call-to-action. 91. Wild Rivers Water Park in Orange County, U.S., ran a television advertising campaign on Cox Medias cable network asking viewers to text the keywords WILD or WET to a short code to receive a discount on admission. Consumers that texted in the keywords were sent a reply SMS with a special discount code and directed to a website or asked to show the promotional code at the ticket window. 92. Bristol International Airport put together a special promotion for passengers opted-in to the Easy Jet text service, offering a 5 discount to anyone spending over 35. The Airport decided to target their offer at international passengers travelling on certain routes and sent the text message around 2 hours before their scheduled departure time. Passengers were able to redeem the offer by showing their text message to the cashier. The cashier then scanned a barcode by the side of the till to record the discount in the point of sale system. They also recorded the passenger's flight number. By sending special offers to passengers waiting at the Bristol airport by text message there was a 50% increase in average spend in Tax & Duty Free stores. 93. Las Vegas' Orleans Stadium Hotel and Casino used mobile to promote a Steve Miller Band performance and create a database of concertgoers for future communication. The calls to action for the sweepstakes campaign built around the concert were in television commercials and on promotional flyers at the musical festival. Consumers were asked to text keywords to a short code. Consumers who entered the hotel's mobile sweepstakes were give the chance to win two free tickets to The Steve Miller Band show and a free two-night stay at the Orleans. 94. The Wyndham hotel chain ran a mobile campaign for its Days Inn Business Place division to compile a database of prospects for remarketing. Publicizing the text-to-win campaign via room key card sleeves, email blasts and web, travellers were asked to text a keyword to a short code. Participants were then sent an SMS message asking them to text in to confirm that they want to join the VIP club for future promotional messages. Within the first few months, the campaign generated a 40% double opt- in rate. 95. Motel 6, in the US, launched a mobile marketing campaign to influence the buying behaviour of Hispanics who were travelling. The call to action aired in regional radio ads asking travelling listeners to text a number in order to get a schedule of events for their destination city. Messages sent out over the three-day period, informed users of both Hispanic and non- Hispanic events taking place in surrounding cites. 96. Gaming giant MGM Mirage has thrown its full weight behind mobile marketing with opt-in offers for guests at six hotel and casino properties in Las Vegas and Detroit. Guests at these MGM Mirage resorts receive targeted special offers, alerts, contests, quizzes and even property and show information via SMS. 97. Virgin Atlantic Airways Ltd. launched a WAP site and ran a mobile marketing campaign to promote its transatlantic offering between New York and London. The mobile campaign included advertising that drove traffic to Virgin Atlantic's first WAP site, and provided information on other aspects of the campaign, including complimentary taxi rides in London cabs, British pub events, free movie passes, reminders, a photo gallery, ringtones and wallpapers. The mobile content also provided coupons for movi e t i cket s, SMS sweepst akes and SMS t ri vi a games. 98. In a recent campaign, Coca-Cola Co. gave British consumers 50 pence of mobile phone airtime credit every time they bought a Fanta, Sprite or Dr Pepper product. Cans, bottles and promotional movie theatre cups were labelled with a 50p free mobile credit logo to entice consumers to buy Coca-Cola products. Once consumers bought the specially labelled products, they could go online to enter their mobile number and promotional code to receive the 82 cents of mobile credit in their mobile account. Users could also receive their mobile credit by texting their 10-digit promotional code to a short code. 99. British supplier Approved Food & Drink turned to mobile to drive traffic to its e-commerce web site. The Approved Food campaign included a simple SMS call-to-action tied to an online offer on a minimum spend available through retail outlets stocking Approved Food & Drink products. Orders placed in the three hours immediately after the texts were sent out , were up by 550 % compared t o t he previ ous day. 100. E.A. Sween Co.s Deli Express, a provider of food services to convenience stores, ran a mobile couponing pilot in advance of a commercial rollout in its CafeXpress convenience store. To get consumers to opt in to the SMS database, CafeXpress used various methods to issue the mobile call-to-action, including in-store signage and table tents, flyers distributed around campus and sales associates at the point of sale prompting consumers to sign up to receive discount offers. The calls-to-action offered consumers the opportunity to receive discounts on food and drink in exchange for registering. 101. Starbucks Coffee Co. ran a loyalty program campaign using 2D barcode coupons delivered via SMS. The call-to-action urged consumers to text the keyword STARBUCKS to a short code to get a WAP link to download a buy-one-get-one-free 2D barcode mobile coupon. Starbucks included a mobile call-to-action for customers to receive various discounts and coffee-size upgrades on the in-store signage. HOW DID OTHERS DO IT? A selection of mobile message campaigns Whats the next step? READ ON TO LEARN HOW TO START YOUR OWN MOBILE MESSAGING PROGRAM CREATE AND MANAGE A DISTRIBUTION LIST We regularly hear from new customers that the reason why they dont have a mobile messaging program is predominantly because they dont have the mobile numbers of their customers and they dont know how to ask for this information. There is validity to this challenge. Your campaigns will have much higher response and overall success rates if you ensure that your target audience has an interest in the intended messaging. To do this, you should not send SMSs to customers or prospects that join your SMS distribution list under false pretences. You should also not send unqualified offers to customers that have a low likelihood of interest in your products, as they will likely view these messages as unsolicited SPAM. Lets get to the bottom of how you can create an opt-in, qualified mobile messaging distribution list. ADVERTISE Use your existing marketing material and advertising to promote your new mobile offering. This will help you to retain existing customers and extend your brand to attract new customers. Use a Mobile Keyword so that customers can simply SMS a predetermined phase, such as JOIN, followed by their details to a short code or two-way number. Include mobile sign up boxes on your website alongside email, giving visitors the opportunity to receive product previews, event updates or special offers direct to their mobile phone. INCENTIVISE Give your current and prospective customers a reason to join your distribution list. Discounts, promotional coupons, access to VIP clubs, information updates or other speci al offers coul d hel p you to achi eve thi s goal . Maybe you can start a Mobile Club that offers shoppers exclusive first notice of upcoming sales, hot stock arrivals or new deals via mobile only. Gather customers mobile numbers for the Mobile Club by offering an in store incentive, such as a discount on a purchase or free gift when signing up to the club. PERMISSION When customers communicate with you, give them the option of joining your mobile distribution list to receive offers and other relevant information from you via SMS, throughout the year. LIST SEGMENTATION Create different distribution lists out of your customer and prospect lists, so that they can be placed into specific or even multiple categories for better response rates and less annoyance to recipients. Contact lists could be organised according to 'Age Group', 'Gender', 'Location', 'Income', 'Last Product Bought', 'Last Purchase Date', etc. Marketing specific products to customers who are more likely to buy them means that you could not only see sales increase, but also increase customer satisfaction, since the advertising messages are relevant to the recipients. Clickatell enables businesses, governments and communities to leverage the ubiquity of mobile messaging to inform, alert, notify, transact, interact and share information. Clickatell products and services increase customer acquisition, improve loyalty and build trusted brands through direct, personal, easy, and immediate communications. Delivering mobile messaging solutions since 2000, Clickatell is a global leader in mobile communications specializing in SaaS messaging services and Bulk SMS gateway connectivity to small, medium and large enterprises in a variety of vertical markets. Reaching over 819 networks in 222 countries, Clickatell's worldwide coverage gives organizations the power to deliver any message to any device anywhere in the world. Clickatell serves more than 12,000 customers including BBC, Continental Airlines, CNN, First National Bank, Metropolitan Life, Shell, and other industry leaders. All of the Clickatell products offer the added benefit of on-demand messaging, so you only need to buy as many message credits as are necessary to send to the number of recipients on your distribution list. There are no recurring or hidden fees and even 10 free test message credits. The key questions surrounding choosing the SMS messaging tool that meets your requirements relates to your budget, availability of software development resources and expected response. Ask yourself what type of response you will require from your respondents. Are you hoping to send a message and receive replies? If so, a two-way number or Clickatell Communicator, which allows users to receive replies directly into an inbox, would be just what you need. If you are hoping to receive entries or answers in a Text & Win promotion, a premium rated or short code number might be better suited. If you are simply looking to send a one-way communication to your prospect conveying information, look at Communicator. CLICKATELL COMMUNICATOR This web-based (ASP), bulk messaging tool is designed to facilitate fast and effective personalized SMS messaging to existing client databases. An easy to use interface, combining data management, message creation and mail merging, enables users to type a single message, and broadcast it to many thousands of recipients, with each message capable of being personalised for the recipient. The database can also be shared across multiple user environments. Starting your own mobile messaging program Tools for a successful mobile messaging program TIP: In many countries you are required by law to provide recipients of your SMS messages with the option and method to opt in and out of your mobile messaging campaigns. Making it easy for people to opt-out of your program helps you to stay on the right side of the law and mai ntai n a good rel ati onshi p wi th your audi ence. Clickatell assists with keeping you out of trouble, by enabling any recipient to a message sent through the Clickatell gateway, to reply STOP to that text message and they would be removed from the distribution list. Using the powerful address book you'll be able to create your own contacts or upload them from existing databases. Clickatell's Communicator simplifies contact management. Create your own lists and add contacts to them to simplify market segmentation. Message customisation allows you to use existing fields to personalise each message or add your own custom fields. Further message personalisation is possible by setting a custom sender ID* which can either be a number of a product or company name. *(Network Dependent) Find out more about Communicator or SIGN UP NOW! CLICKATELL ICM Clickatell ICM (Interactive Campaign Manager) is a web-based application that enables interactive two-way messaging and is targeted towards clients who have a need to manage their SMS campaigns and services, based around short codes and keywords. Examples include competitions, marketing campaigns and ringtones. By providing for two-way interactive messaging, Clickatell ICM will equip users with all the tools necessary to manage subscriber lists and content. Content can be text only or information linked from existing applications. Users have full control over their campaigns and services in real-time, making it easy for a once- off marketing campaign or to create a new service Added flexibility within the ICM interface allows for the management of intricate marketing campaigns by providing sub keyword capability, e.g. 'Shoes', 'belts' and 'dresses' are sub keywords that fall under the main keyword, 'Fashion'. An automatic reply can be set up for each keyword to distribute text or other types of content when a message is received. Find out more about Interactive Campaign Manager or SIGN UP NOW! CLICKATELL SMS GATEWAY Clickatell provides direct access to its core mobile data delivery platform and international SMS gateway through a series of APIs (Application Programming Interfaces). Many organisations have a need to integrate mobile messaging solutions with their existing databases and systems. For these clients, out-of-the-box solutions are not ideal. Clickatell has therefore opened its SMS gateway to organisations that wish to create their own messaging system, interface or environment. In this way, clients are able to SMS-enable any application or product, independent of the platform on which they choose to develop. This connection is extremely simple and can be done using generic software development skills, allowing the business to send high volume or single, triggered mobile text messages to recipients. Clickatells APIs support several protocols, including SMPP, HTTP/s, SMTP (email to SMS), FTP, XML, Com Object, etc. Easy to use instructions make all the features of the Clickatell offering available to application developers and corporate IT groups for building custom SMS messaging applications and legacy systems integration. Sample code and comprehensive integration specification documents are provided for each protocol. Fi nd out more about Cl i ckatel l SMS Gateway or SI GN UP NOW! Copyright 2010 Clickatell To learn about how Clickatells global mobile messaging platform can assist you to reach your communication goals, please visit our website at http://www.clickatell.com or contact our hel pf ul sal es t eam vi a emai l at sal es@cl i ckatel l . com or t el ephone: USA +1 650 641 0011 UK +44 20 7060 0212 SA +27 21 910 7700 AUS +61 290 371 951 CONTACT INFO