Case Study: Mobile’s Role in an Integrated Marketing Campaign Presented by: Chris Causey, VP, Mobile Services Manager, BBVA Compass Connecting to customers is hard to do especially in today’s fast pace world. The one item every customer has with them is their phone. Using a mobile strategy in an integrated marketing campaign can make the difference between success and failure. This discussion will provide you with some important tips when integrating a mobile strategy into your marketing campaign. www.bdionline.com

1. Mobile’s Role in an Integrated
Marketing Campaign
Chris Causey
May 17, 2012

2. BBVA Compass
Mobile Phone Sales vs. Computer Sales
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3. BBVA Compass
Carrier Industry Supply
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4. BBVA Compass
Mobile Internet Outpaces Desktop Internet Adoption
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5. BBVA Compass
AT&T Mobile Data Traffic Growth
Source: AT&T
Starting in 2008 a dramatic increase in sales of smart phones like the iPhone,
has had a rapid growth rate for mobile data traffic.
Remember the iPhone has gone from 0 to 2 billion apps in 14 months as of
September 2009.
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6. BBVA Compass
SMS Facts
SMS is a powerful medium for reaching customers
SMS Facts
•Text messages have a 98% read rate
•Average response time equals 90 seconds (email = 90
minutes)
•Creates an ongoing relationship of trust
•Text messages have an open rate increase of 300% as
compared to email
•8 times the response rate compared to the same email
offer
•Coupon redemption rates are often between 10 – 20% 6
NeuStar 2010

7. BBVA Compass
SMS Applications
Mobile Applications:
•Balance Inquiries
•Text for Info
•Store Locators
•Retail Coupons
•Promotional Offers
•Text 2 Win
•Event Mobilization
•SMS Reminders
•Fan Clubs
•Voting & Polling
•Sweepstakes
•Click to Call
•Product Launches
•Loyalty Programs 7C
•Service Notifications l

8. BBVA Compass
SMS Starting a Campaign
Getting Started, Questions to be Answered
Decide if you will use a vendor to set up your campaign or if it will
be in-house.
Factors for Deciding:
•How soon do you need the campaign?
•How many customers do you anticipate on reaching?
•What are your costs with the vendor vs. in house?
•Is this a program that will be continuously used or a one time
event?
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9. BBVA Compass
SMS Questions to Ask a Vendor
•What is your setup costs for the SMS Campaign?
•Is there a recurring maintenance fee?
•Are there any extra fees for service not included your estimates?
•What is the SMS messaging costs charged, is it a tier structure based on the volume,
monthly?
•Are there any charges from the carriers I will be expected to pay?
•Who are the carriers your aggregator supports?
•Who is your SMS aggregator?
•Who do we need to contact when the SMS aggregator is down and no messages are
going through?
•Will I have a direct contact at the SMS aggregator to call when they are down?
•Will you supply a dedicated short code for our campaign?
•Do we need to supply you a short code for our campaign?
•Do we have to go through certification with the carriers? If so how long will that take?
•Your team will help us with the CTIA guidelines to keep us compliant?
•Is there extra costs for the CTIA guidance?
•My understanding is we have 160 characters to supply a message to the customer is
that correct?
•If we would like to send 2 messages (or multiple) to customers in order to get more
information to the customer do we have that option?
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10. BBVA Compass
SMS Questions to Ask a Vendor (Continued)
•What data can you collect for us?
•How can we use the data in our campaign, or what analysis can you do to the
data during the event?
•I'd like to use the mobile numbers in the future, can you help me be compliant
with the CTIA guidelines so we can use it for future marketing opportunities?
•If a customer responds with a incoherent message will a dedicated error
message be sent back or do you have people who will intercept the message
and try to reply with a custom response on the fly?
•At the event, will you have the carriers (AT&T, Verizon, Sprint, T-mobile)
supplying repeaters so we don't have bandwidth issues with so many
customers trying to use their cell phone? If not how does your system
compensate for this problem as well as deal with areas that have low signal's
for the carriers?
•During the event walk us through how the data results will be compiled, will it
be provided during the halftime if needed or how will that work?
•Will I have a contact person to call to get the results during the event?
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11. BBVA Compass
SMS In-house Tips
•Secure your short code directly from the CSCA
(www.usshortcodes.com)
•If you obtain your shortcode your company can retain
it if you switch vendors
•Random codes are $500 a month or $6,000 a year
•Vanity codes are $1,000 a month or $12,000 a year
•Pick a code that is easy to remember
•Make sure your aggregator reaches your customers
especially tier 2 carriers
•You may have many customers who use Metro
PCS in your area as an example
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12. BBVA Compass QR Codes
QR Codes are an easy way to make your marketing
interactive
Remember they are Free!
Great for customers to scan the code to be redirected to:
•A web page with more information on a product
•A coupon code that can be used
•Sending a SMS text message to the customer
•Having the ability for the customer to call a phone
number
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13. BBVA Compass
Where to promote SMS & QR Codes
•Product Packaging
•Print
•Web
•TV
•Radio
•Billboards
•Direct Mail Flyers
•Posters
•Inserts
•Shopping Bags
•Kiosks
•LCD Screens & Displays 13

14. BBVA Compass
Sample of SMS and QR Code
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15. BBVA Compass
Results Case Studies
1st Case Study
SMS Text Links for Mobile Banking Apps
Objective:
•Increase Mobile Banking App Enrollment
•Improve ease of activations
Results
• Increased enrollment growth rate at 95% over a 12
month period
•Grew original enrollment by a factor of 7 times over the
original number during 2 years
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16. BBVA Compass
Results Case Studies (Continued)
2nd Case Study
SMS Scavenger Hunt
Objective:
•Increase product sales during event
Results
•50% of customers participating opened a new account
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17. BBVA Compass
Questions?
Contact Info:
Chris.causey@bbvacompass.com
chriscausey@gmail.com
Linkedin Profile:
http://www.linkedin.com/pub/chris-causey/11/934/b6a
Twitter:
christophercau1
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