The ASPCA (American Society for the Prevention of Cruelty to Animals) has been able to convert SMS subscribers into donors in an incredibly easy way. The ASPCA already offered tips on animals like cats and dogs via SMS text messaging, so they just took it one step further. At the end of every SMS message they send out, the ASPCA included a small line saying that if subscribers would like to make a donation, they simply have to reply to the text message with the word “give” to make a small five dollar donation.
By asking for donations from people who are already engaged in their marketing efforts, the ASPCA was able to convert people who already subscribe to their tips, into actual donors. I think the other part that made this effort work so well was the fact that they’re asking for just $5, which just about anyone can spare. Additionally, they made it incredibly simple to donate—all the subscribers had to do was reply to a text with a four letter word. Not making people jump through hoops can really help.
Friday, March 6, 2009
Wednesday, March 4, 2009
Guidelines on building a successful mobile campaign
Keep terms and conditions simple and straightforward
Make sure that each customer fully understands the terms and conditions of each offer you’ll be sending. But keep in mind that the more complex the terms of a promotion, the less likely customers would be willing to participate.
Mix up your marketing methods
Using more than one marketing method is always beneficial, especially if you use new channels along with more traditional means of marketing—everyone has different preferences when it comes to communication. For example, boost SMS marketing campaign results with e-mail marketing messages. To take it to another level, design e-mail marketing messages that are easily legible on cell phones, portable devices and computers.
Provide value
As mobile marketing is still a growing industry, some people feel that it has yet to produce a lot of value for its money.
Design useful and rewarding loyalty programs
These kinds of programs can be a real benefit to the average consumer, of course, that is if they executed correctly. To keep customers loyal, make sure that the programs offered are appealing, valuable and practical. There’s nothing more annoying to customers than receiving points for items that they can never use.
Make sure that each customer fully understands the terms and conditions of each offer you’ll be sending. But keep in mind that the more complex the terms of a promotion, the less likely customers would be willing to participate.
Mix up your marketing methods
Using more than one marketing method is always beneficial, especially if you use new channels along with more traditional means of marketing—everyone has different preferences when it comes to communication. For example, boost SMS marketing campaign results with e-mail marketing messages. To take it to another level, design e-mail marketing messages that are easily legible on cell phones, portable devices and computers.
Provide value
As mobile marketing is still a growing industry, some people feel that it has yet to produce a lot of value for its money.
Design useful and rewarding loyalty programs
These kinds of programs can be a real benefit to the average consumer, of course, that is if they executed correctly. To keep customers loyal, make sure that the programs offered are appealing, valuable and practical. There’s nothing more annoying to customers than receiving points for items that they can never use.
Friday, February 27, 2009
Marketers redistribute funds to include mobile marketing
I found an interesting article in my inbox this morning regarding the growth mobile marketing is experiencing in this abysmal economy. Even with marketing budgets being slashed due to the economic downturn, mobile marketing has seen an increase in spending. Apparently, this is because people are redistributing their marketing budget, and shifting more funds toward SMS text message marketing and other forms of mobile marketing, like a mobiel Web site.
Why the shift? As people become more and more saturated with advertising and marketing, they become generally more resistant to it. The biggest reason mobile marketing has done so well is because it is the most personal marketing channel yet. Furthermore, because it is so personal, mobile marketing has a very high ROI—something every marketer is in need of right now. Another interesting point the article made was that many companies and organizations were originally very hesitant to invest and try SMS text message marketing, but once they do try it, they generally invest in it again.
Why the shift? As people become more and more saturated with advertising and marketing, they become generally more resistant to it. The biggest reason mobile marketing has done so well is because it is the most personal marketing channel yet. Furthermore, because it is so personal, mobile marketing has a very high ROI—something every marketer is in need of right now. Another interesting point the article made was that many companies and organizations were originally very hesitant to invest and try SMS text message marketing, but once they do try it, they generally invest in it again.
Thursday, February 19, 2009
News out of the Mobile World Congress 2009
Even given the current economic crisis, claims are being made that mobile marketing is still booming. Word out of the Mobile World Congress, in Barcelona, is that there are no signs of a slowdown in the mobile world. In fact, most attendees and exhibitors are saying that it’s quite a relief to see that people are actively investing in SMS text message marketing.
Other news that came out of the conference, much to my surprise, was the thought that the iPhone is brainwashing Americans, apparently in both positive and negative ways. The reasoning behind this is that consumers in the US have now started using the iPhone as minicomputers—driving up mobile Web traffic and depending on the phone to function like an actual PC. This has been a huge factor as to why the iPhone has become a huge success here. On the contrary, in other parts of the world, phones are still being used as phones and not to surf the Web or retrieve e-mail. Therefore, those who are building mobile apps solely for the iPhone, will run into trouble globally because is not the highest selling handset. Either way, I’m sure it was an amazing event to attend, and I’m sure it’ll be even more interesting next year.
Other news that came out of the conference, much to my surprise, was the thought that the iPhone is brainwashing Americans, apparently in both positive and negative ways. The reasoning behind this is that consumers in the US have now started using the iPhone as minicomputers—driving up mobile Web traffic and depending on the phone to function like an actual PC. This has been a huge factor as to why the iPhone has become a huge success here. On the contrary, in other parts of the world, phones are still being used as phones and not to surf the Web or retrieve e-mail. Therefore, those who are building mobile apps solely for the iPhone, will run into trouble globally because is not the highest selling handset. Either way, I’m sure it was an amazing event to attend, and I’m sure it’ll be even more interesting next year.
Nike jumps on the SMS bandwagon by utilizing mobile bar codes
Another huge company has made the transition to incorporating SMS text message marketing in their overall marketing campaigns. They introduced the new campaign at a Mt. Dew event, which was specifically chosen because they’re targeted a younger demographic.
The campaign used various elements to try and engage mobile users. By taking a picture of two dimensional bar codes posted around the event, users can then text the pictures to the short code provided. When the picture message is received, mobile users then receive anything from athlete’s videos, pictures and other kinds of information instantaneously. The interesting thing about this campaign is that consumers can receive content without having to specifically sign up for anything, while Nike is able to bolster brand awareness and customer loyalty.
The campaign used various elements to try and engage mobile users. By taking a picture of two dimensional bar codes posted around the event, users can then text the pictures to the short code provided. When the picture message is received, mobile users then receive anything from athlete’s videos, pictures and other kinds of information instantaneously. The interesting thing about this campaign is that consumers can receive content without having to specifically sign up for anything, while Nike is able to bolster brand awareness and customer loyalty.
Friday, February 13, 2009
Emergency response via SMS
Once again, I came across another interesting use of SMS messaging. Now that cell phones are beyond mainstream, they’re starting to be looked as a great resource for notifying the masses of emergency situations like tsunamis, earthquakes, tidal waves and wildfires.
SMS text messaging is a cost-effective way to deploy messages to the masses—a great resource for governments, schools, universities and communities. For example, in the case of natural emergencies, SMS text messages can be sent to people to inform them of just about anything—what’s going on, what’s being done to help and how to evacuate properly.
Furthermore, SMS can be used to notify local officials and emergency response teams of situations as well. Just another interesting use of SMS text messaging technology, and the various ways in which it can be used.
SMS text messaging is a cost-effective way to deploy messages to the masses—a great resource for governments, schools, universities and communities. For example, in the case of natural emergencies, SMS text messages can be sent to people to inform them of just about anything—what’s going on, what’s being done to help and how to evacuate properly.
Furthermore, SMS can be used to notify local officials and emergency response teams of situations as well. Just another interesting use of SMS text messaging technology, and the various ways in which it can be used.
Monday, February 9, 2009
Cold Stone Creamery turns to SMS marketing to boost business
I stumbled upon another great use and example of SMS text messaging’s ability to engage consumers. Obviously, the holiday season isn’t the busiest time of year for ice cream sales, so Cold Stone Creamery decided to step up their marketing efforts during their “off season.” They ran a tv commercial, targeting families and asking people to text “CREAM” to a six digit short code. Viewers who texted in then received a mobile coupon for a buy one get one offer that expired at the end of January.
Though ice cream isn’t the most popular during the colder time of year, Cold Stone was most likely banking on the popularity of “free” items and giveaways—especially during the holiday season of a recession. Something else worth mentioning is that Cold Stone was attracted to SMS text message marketing because it is a green method of marketing—a pro of SMS that is often ignored.
Though ice cream isn’t the most popular during the colder time of year, Cold Stone was most likely banking on the popularity of “free” items and giveaways—especially during the holiday season of a recession. Something else worth mentioning is that Cold Stone was attracted to SMS text message marketing because it is a green method of marketing—a pro of SMS that is often ignored.
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