THE MOBILE STATE OF MIND

Mobile marketing campaigns produce a high-volume click-through rate, impressive redemption rates, and steep increases in brand impressions and sales. They are paragon of what a loyalty-based marketing campaign can accomplish. However - they require vigilant marketing practices in order to reach their full potential. Without proper care and usage even the most promising of mobile campaigns can fall flat, disappoint customers, and damage our brand.

Solid and strategic planning must take place in order to ensure the success of the campaign. Outlined below is a list of mobile-marketing practices that will help ensure a strong consumer connection and overall campaign success.

SMS CAMPAIGNS

#1: IDENTIFY AN IDEAL MARKET

SMS, or Text-Message marketing campaigns are 100% consumer-loyalty based. And while someone may love their dentist, it does not mean that they would welcome weekly text messages from their dental office. In order for a mobile messaging campaign to be successful it must resonate with a consumer that is loyal to the respective business. From there, the mobile campaign must address a need of or provide a service or inherent benefit to the consumer. The campaign must remain dynamic and engaging. It must give the consumer incentive not only to remain on the active message database, but also give them incentive to patronize the business at hand. Make sure you are ready to work with your client to make the system work for their business. If you need help - we are here. ASK US! The more we can help and teach, the better off we all are.

#2: PROVIDE INHERENT VALUE TO THE CUSTOMER

The cell phone is perhaps the most personal of all contact devices.

If you are asking a consumer to allow you to contact them via their phone you NEED to provide a value or service back to the customer. FIGURE OUT WHAT YOUR TARGET MARKET WANTS AND GIVE IT TO THEM! Restaurants can send dining specials and entertainment information, local comedy clubs can blast free tickets to a select number of people, event venues can give weekend updates, retail outlets can provide valuable coupons exclusive to their text-market database... the possibilities are endless. Just remember - in order for the business to utilize the text messaging to its fullest advantage they must make their advertising message valuable to their consumer. Once the value offer is in place, they need to make it known.

#3: PLAN THE CAMPAIGN

Figure out the goals of the campaign, then set up a step-by-step outline of how the mobile marketing will accomplish that goal.

Example:
Business: The Tampa Bay Comedy Club
Keyword: TBComedy
The Hook: The club makes most of its money off food and beverages purchased during it’s shows, so it loses little by offering consumers discounted or free tickets. Knowing what the business has to offer allows you to creatively think of ways to get people in the door. “Text TBComedy to 82672 for a chance to win tickets to Friday Night’s show!” or “Text TBComedy to 82672 to sign up to receive 1/2 off your next ticket purchase!”

Get users to text-in for the initial offer... from there, we will set up an opt-in message that lets the customer know what’s in store for them... get them excited about receiving future offers from a business they love! Map out the offers and services you will provide to make sure you keep the customers coming back for more.

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