SMS/TEXT MESSAGING Results of a U.S

10 | 2010 MOBILE MARKETING: SMS/TEXT MESSAGING Results of a U.S. Survey of Trade Shows, Exhibitions & Conferences + Observations and Tips

Sponsored by ENCORE MEDIA PARTNERS Introduction SMS/TEXT MESSAGING HAS EXPLODED OVER THE PAST SEVERAL YEARS. According to the CTIA’s U.S. Wireless Quick Facts, Year-End Figures, at the end of 2005, 9.8 billion text messages were sent per month, and just four years later at the end of 2009, 152.7 billion text messages were being sent per month. While text messaging is still strongest by far in the teen and young adult segments, it has clearly evolved into a mainstream media habit (see the August 24, 2010 nielsenwire blog post for usage by age). Expanding use of SMS across the age spectrum is also reflected in a July 8, 2010 comScore press release, which indicates 65.2% of U.S. mobile subscribers used text messaging on their mobile device in May 2010.

Forward-thinking marketers are embracing this fast-growing channel, and using it in a variety of ways to connect with their audiences. In order to gain a better understanding of how trade show, exhibition and conference producers are employing SMS marketing, Encore Media Partners, Red 7 Media and EXPO Magazine have worked together to develop this report.

The purpose of this report is to provide show management with key insights and results from the survey, so you can have a better understanding of what other trade shows, exhibitions and conferences are doing. We also offer some observations and tips that you may find helpful as you plan your mobile marketing strategy.

Trade show, exhibition and conference producers are venturing into this emerging channel. Consider that a combined 50% of the shows responding to the survey are using or planning to use SMS marketing within the year. What is certainly a good sign in terms of effectiveness is that of those who are already using SMS marketing, 59% expect to increase their usage INSIDE THIS REPORT and 41% expect to maintain their current level of usage, with none planning to cut or reduce.

Introduction...... 1 One data point that does raise some concern is that not one respondent had read the Mobile Marketing Association’s (MMA) Consumer Best Practices (CBP) Guidelines for the U.S. Market. Methodology & Due to substantial lawsuits against companies for allegedly deploying SMS marketing in Respondents Profile...... 2 violation of the federal Telephone Consumer Protection Act (TCPA), if you are using or planning to use SMS marketing, you should understand the TCPA and relevant industry best practices Definition of Key Terms not only to avoid potential problems but also to maximize value from this channel. Used in Report...... 2 Finally, the answers to the three open ended questions we asked…What has been the Why Use SMS/ biggest lesson learned with SMS marketing?, What advice would you offer to a peer planning Text Messaging...... 3 to use SMS marketing? and What has been your most successful SMS marketing program? Survey Results...... 4 provided some additional insights not addressed in the multiple choice questions. Instead of editing or grouping responses into key themes, we provide them in their raw form so you can Lessons Learned hear directly from your peers in their own words. and Recommendations ...... 7 We hope you enjoy the report and take away some new ideas for your shows. About the Sponsors ...... 8

Sponsored by Encore Media Partners and EXPO Magazine 1 Methodology & About the Respondents In July and August 2010 an email survey was sent to a cross-section of trade show, exhibition and conference executives and managers. A total of 2,012 surveys were sent out and 105 people responded for a 5.2% response rate. The following is the profile of the survey respondent organizations.

TYPE OF ORGANIZATION ASSOCIATION/SOCIETY/INSTITUTE ...... 50%

FOR-PROFIT B2B EXHIBITION ORGANIZER ...... 22%

INTEGRATED B2B MEDIA COMPANY ...... 13%

CORPORATE MEETING PLANNER...... 4%

CONFERENCE PRODUCER...... 4%

CONSUMER SHOW PRODUCER...... 3%

OTHER...... 4%

Definition of Key Terms Used in Report SMS: Short Message Service (“text messaging” or “texting”) is a communications protocol that enables text-only content limited to 160 characters to be sent between mobile phones.

KEYWORD: A word used to distinguish a message in an SMS program. For example, text “ENCORE” to 55555 to get your free SMS white paper. “ENCORE” is the keyword here.

SHORT CODE: A short phone number which in the U.S. is usually five digits but can also be six digits to which text messages can be sent from a mobile phone to access mobile content. In the example above, “55555” is the short code.

DEDICATED SHORT CODE: A short code that is dedicated to just one company.

SHARED SHORT CODE: A shared code means that other companies will be running SMS programs on the same short code. Through the use of different keywords, the traffic is routed to the right company.

Sponsored by Encore Media Partners and EXPO Magazine 2 Why Use SMS/Text Messaging to Promote Your Shows? Reprinted from an EXPO blog post by Cristopher Levy, Encore Media Partners, on June 3, 2010

According to the most recent CTIA-The Wireless Association® Semi-Annual Wireless Industry Survey Results, “more than 822 billion text messages [were] sent and received on carriers’ networks during the last half of 2009 – amounting to almost 5 billion messages per day at the end of the year.”

If you are not already employing SMS/text messaging for your shows, the continued massive growth in this channel should cause you to take notice.

As with any channel you will need to evaluate the potential for your shows based on your objectives, testing and target audiences but now is the time to get the ball rolling.

Why use SMS/text messaging to market your shows?

Here are ten reasons…

1. SMS capable mobile phones are ubiquitous.

2. Texting is very popular and growing.

3. It is simple to execute.

4. It requires little ramp-up time if you use a shared short code.

5. It can be rolled-out with relatively little investment.

6. It can help you activate your other media.

7. It can be used to track adjacent media.

8. It provides an excellent channel for remarketing.

9. It offers a much less cluttered environment than the email inbox.

10. It offers real-time measurability.

Sponsored by Encore Media Partners and EXPO Magazine 3 Survey Results Do you use SMS/text messaging to promote your events?

KEY OBSERVATION/TIP: With 50% of respondents indicating they have used SMS marketing or plan to use it within the year, it is clear that trade shows, exhibitions and conferences see value in this new channel. If you have not yet considered it, now is the time.

Yes for several years 10%

2009 was first year 6%

2010 was first year 5%

Not currently, 29% plan to this year

No 50%

0% 10% 20% 30% 40% 50% 60%

Which of the following describes how you use SMS marketing? (Please check all that apply.) 50% 50 KEY OBSERVATION/TIP: Events are using SMS marketing in a number of ways. What works best40 for your show will depend on multiple variables, including your type of show, target audiences and objectives. As this is a relatively new marketing channel, plan to experiment, 30% and30 use testing and tracking to maximize your results.

PROMOTING ATTENDANCE10% AT LIVE EVENTS (INCLUDING10 SPECIAL OFFERS/DISCOUNTS)6% 6% ...... 60%

UPDATING0 ATTENDEES PRE-SHOW/AT-SHOW (I.E. ONLY AFTER PEOPLE HAVE REGISTERED)...... 60% DRIVING BOOTH TRAFFIC (JOINT PROMOTIONS WITH EXHIBITORS) ...... 40% STAYING IN TOUCH WITH ATTENDEES THROUGHOUT THE YEAR ...... 40% PROMOTING WEBINARS, WEBCASTS AND OTHER ONLINE PROGRAMS ...... 35% POLLING/VOTING ...... 30% STAYING IN TOUCH WITH EXHIBITORS THROUGHOUT THE YEAR ...... 20% PROMOTING EXHIBIT SPACE SALES ...... 15% GENERATING INCREMENTAL ADVERTISING/SPONSOR REVENUE ...... 15% ACTIVATING/TRACKING OTHER MEDIA ...... 5% OTHER...... 5%

Sponsored by Encore Media Partners and EXPO Magazine 4 How do you promote your SMS/text messaging programs? (Please check all that apply.)

KEY OBSERVATION/TIP: Digital media are the most prevalent ways the respondents to this survey are promoting their SMS programs but keep in mind how you promote your text messaging campaigns will depend on your media mix, type of program and objectives. Also, when interpreting the “public media” data point, this must be evaluated against the relatively low percentage of consumer shows in the respondent pool (only 3% said they were in this category), as this segment is a primary driver of this set of media channels. Public media provides an excellent channel for B2C shows to promote SMS programs.

Emails 84%

Social Media 84%

Web Site 68%

Direct Mail 42%

Trade Publications 11%

Public/Consumer Media 5%

Other 5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

50% How50 many SMS/text messages are you sending out annually for marketing purposes, i.e., total number of individual messages40 not “campaigns”? (NOT including administrative/logistics texts30% to exhibitors)? 30 KEY OBSERVATION/TIP: Be very sensitive to how many text messages you send out to the 20 same mobile subscriber and make sure that your message content and frequency are in sync with your10% opt-in proposition. Don’t just export your email strategy to the SMS channel. 10 6% 6% Develop a SMS centric strategy that is consistent with the unique dynamics of this channel. 0 LESS THAN 1,000 ...... 25% 1,000 – 10,000...... 40% 10,000+...... 35%

Sponsored by Encore Media Partners and EXPO Magazine 5 How many total keywords do you employ for a typical SMS marketing program? KEY OBSERVATION/TIP: It is interesting to note that 93% of shows that responded to this survey are using more than one keyword. Multiple keyword deployment provides an excellent opportunity for tracking, targeting and building out more complex SMS marketing programs.

1...... 7% 2...... 50% 3...... 19% 4...... 12% 5...... 12%

Do you have a mobile opt-in on your web site to collect numbers (i.e., similar to an email opt-in)? KEY OBSERVATION/TIP: Your show web site is just one touch point to collect mobile numbers. When developing your opt-in strategy, you should consider all potential touch points to maximize acquisition. Regardless of where you collect mobile phone numbers, it is critical you adhere to opt-in best practices.

YES...... 40% NO...... 60%

Do you collect and review SMS marketing analytics? KEY OBSERVATION/TIP: The SMS channel delivers valuable real-time data that can be used to optimize campaigns, so as you plan your SMS marketing programs, be sure to allow time for this important function.

YES...... 47% NO...... 53%

Have you read the Mobile Marketing Association’s most recent U.S. Consumer Best Practices Guidelines (June 2010 Version 5.2)? KEY OBSERVATION/TIP: If you are using or planning to use SMS marketing, you should keep up with the MMA’s Best Practices Guidelines and understand the federal TCPA. You may even want to Google “SMS lawsuit” and read up on some of the cases. Plenty of valuable take- aways here. Doing your homework will help you avoid a lot of hassles, wasted dollars and lost opportunity – and enable you to get the most out of SMS marketing.

YES...... 0% NO...... 100%

How will your SMS marketing change over the next year? KEY OBSERVATION/TIP: These are certainly positive numbers and a sign that early show adopters of SMS marketing are finding value in this mobile channel.

WE WILL DO LESS...... 0% WE WILL DO ABOUT THE SAME...... 41% WE WILL INCREASE...... 59%

Sponsored by Encore Media Partners and EXPO Magazine 6 Lessons Learned and Recommendations What has been the biggest lesson learned with SMS marketing?

VERBATIM RESPONSES • “Do not overuse that type of marketing and annoy potential customers.” • “It is effective.” • “It’s an effective way to get our message out to the masses.” • “Keep it short and to the point and do not flood them – space them out.” • “Keep it succinct and respect people’s time.” • “More people take advantage of mobile marketing that we expected.” • “Targets inattentive or overwhelmed by incoming communications.” • “That it takes a lot of time for staff and a lot of time ‘educating’ of our members and others.” • “ We limit SMS to registrants and do not share with info with exhibitors. We are a non- profit org and we have to abide by the data sharing standards of the organization overall. It limits us; we could potentially do so much more.”

What advice would you offer to a peer planning to use SMS marketing?

VERBATIM RESPONSES • “Clarity of voice and message is important.” • “Dive in but don’t over message.” • “Do it, enjoy it, don’t expect it to ‘solve all your marketing problems’; it is just one more tool in the tool box.” • “Do research; provide quality messaging to ensure effectiveness.” • “Get good help that understands the process.” • “Have a strategy in place for number of messages you will send. I think people were leery and skeptical and we didn’t get many people opting in. We added it to our conference registration form this year though, and we plan to do only ‘special’ offers—not general reminders—to conference attendees this year.” • “It’s a tool worth using.” • “Start early, be persistent.” • “Start small and introduce it gradually unless your audience members are all young and accepting of that type of marketing.” • “Study the market and do it.”

What has been your most successful SMS marketing program?

VERBATIM RESPONSES • “Attracting exhibitors and conference attendees.” • “Last minutes discounts for conference attendees.” • “Magazine subscription bundled offer.” • “New services and programs promotion.”

Sponsored by Encore Media Partners and EXPO Magazine 7 About the Sponsors Encore Media Partners is an audience strategy, marketing and media buying agency covering traditional, digital and mobile platforms. Encore specializes in local, national and international trade and consumer shows, exhibitions and conferences, and serves a diverse mix of clients, including leading show producers such as American Film Market, dmg world media, and TradeFair Group, an Access Intelligence Company. Encore helps its clients reach and engage their target audiences and achieve their objectives through its consulting, strategic and tactical marketing services and media buying and placement.

For more information about Encore, please visit www.EncoreMediaPartners.com or contact…

Cristopher Levy Encore Media Partners ENCORE p: (310) 497-4656 MEDIA PARTNERS [email protected]

Red 7 Media publishes business magazines and produces executive conferences and trade shows covering the event and media industries. Among the company’s market-leading brands are EXPO, Event Marketer and Event Design magazines, as well as the Event Marketing Summit. In addition, the company runs the Event Marketing Institute and provides research and consulting services to venues, event producers, service providers as well as investors and consultants.

Red 7 Media, LLC 10 Norden Place Norwalk, CT 06855 p: (203) 854-6730 www.red7media.com

Sponsored by Encore Media Partners and EXPO Magazine 8