The ASPCA uses SMS text message marketing to increase donations

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.

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.

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.

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.

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.

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.

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.

Jack in the Box conceptualizes and executes multi-channel mobile marketing campaign featuring SMS text message marketing

Jack in the Box ran a TV ad during the Super Bowl—the most popular and watched televised ads that run the entire year. The commercial ended with a Web site address, and there are two versions of the site, one normal and one mobile. For mobile users, when they accessed the Web site, users were offered a downloadable coupon for a free order of fries. Jack in the Box also asks people to sign up for the latest on what’s going on with their mascot, therefore, they’re collecting and building their database of customer information.

Not only are people asked to enter their own personal information to opt in to the campaign, but they’re also asked to tell their friends. Word of mouth is a great method of marketing, and best of all, it’s free.

So for this one campaign to boost business and customer loyalty, Jack in the Box used television advertising, a traditional Web site, a mobile Web site and SMS text message marketing. However, SMS text message marketing is the most integral part of this particular campaign, because it is the element that will continually engage customers and bring in business.

Subway now takes sandwich orders via SMS text message

Subway has adapted the use of a new technology—they’re letting customers order sandwiches, via SMS text message, ahead of time so that they’re ready to be picked up when you get there. The free service is currently available in New York, and the only thing consumers have to do is send a text message to a six digit short code. The consumer then receives a text message back saying that the order has been received, and then gives the time the order will ready.

However, before using the service, users must first sign up on a Web site, and submit credit card information—therefore, no cash is needed when the order is picked up. There are numerous benefits to this SMS service, it simplifies the ordering process, which will bring in repeat business and it builds customer loyalty.

SMS text message marketing boosts other sporting events

A few days ago I addressed how SMS text messaging was used at the Super Bowl for security purposes. However, I wanted to use a case study to demonstrate the effectiveness of SMS text message marketing at other kinds of sporting events.

For example, it is common knowledge that sports teams need fans to be successful. If there is no public interest in a team, the team ceases to exist sooner or later. Such is the case with a British soccer team Aston Villa. The team wasn’t selling tickets and filling the stadium, so the organization sought out ways in which to do so. The answer to their problem was SMS text message marketing—they broadcasted messages to the opted in phone numbers of fans calling for support.

Once the message is received, the fans can actually purchase tickets right there with just the use of their cell phones. What an easy way to engage fans and fill up the stadium.

Google’s SMS goes haywire: who’s responsible for the charges?

I was reading an article talking about how Google’s SMS search feature might be defective. Sometime in the early AM of February 3, Google’s software sent dozens of unwanted messages to the users of this particular service.

Obviously, as far as the average consumer is concerned, there are cell phone and text message packages that run the gamut. For some, text messaging is unlimited, and therefore, a mishap like this has no effect on those users. However, there are some people who pay over 25 cents per text message—so receiving a few dozen unexpected messages can add up, especially when someone isn’t expecting it.

Subsequently, when people woke up to see they’d received numerous text messages, they called Google for answers. Apparently, Google told them to call their service provider and try to straighten it out first. If Google doesn’t accept responsibility, will this greatly affect their reputation and business? And depending on the terms upon sign up for the SMS service, is Google even really responsible at all? Are these kinds of incidents and issues more common in SMS text message marketing, or is it really a much more stable method of marketing as it seems?

An interesting use of SMS at the Super Bowl

I was reading about the Super Bowl this morning, and in addition to the ads that featured SMS text message marketing, I came across an interesting use of SMS text messaging for those who were actually spectators at the game. Since it is the Super Bowl, people tend to get overly drunk and rowdy, the NFL decided they wanted to create some kind of reporting system for incidents and fights, and things of that nature.

The NFL posted signs around the stadium that said to report unruly fans by texting the word “fan” along with the issue and the location to a designated short code. This text message then went directly to the security command center at the stadium, and they were able to handle it from there. The benefits of using this kind of technology are that it is anonymous, and it helps make up for limited security in stadiums. Not surprisingly, they’re planning on using the same kind of technology at most NFL and collegiate games. Just another interesting use of SMS text messaging…

Gibson using SMS marketing in a giveaway

There are numerous uses for SMS text message marketing, and it can work for numerous industries. restaurants, bars and clubs, events and retailers can all benefit from SMS marketing.

For example, to celebrate the 50th anniversary of the 1959 Les Paul Standard, Gibson has started a contest where the prize is giving away a 50th anniversary Les Paul Standard from the Gibson custom shop. They're planning on promoting the contest at a few concerts, and to enter, the only thing people have to do is text "LPburst" to 85700--that's it! What a simple way to build customer loyalty and brand awareness.

SMS short code patent lawsuit

I was reading my daily mobile marketer tips when I saw this article marked “breaking news.” It is kind of difficult to imagine something so pressing and urgent in SMS text message marketing that it can actually be considered breaking news. Either way, it got me interested in reading more, which is exactly what I did.

Suffice to say, the article discusses how a lot of mobile marketing firms are being accused of SMS short code patent infringement. The article then goes on to say that a case of this magnitude could “roil” the mobile marketing industry and affect many SMS text messaging programs.

As you know, I have been asking over and over again why SMS text message marketing still has yet to take off in the US. But once again, though, an article of this kind of nature makes me wonder if SMS will still be as big as predicted since it was being touted at the hottest thing for 2009? Can something like this actually change the direction of mobile marketing? Especially when a similar case cost the makers of BlackBerry to payout over $612 million due to a past lawsuit.

2 dimensional bar code technology on consumer cell phones

I came across this very interesting article from Mobile Marketer about 2D bar code technology. I’ve already read and written a considerable amount on mobile coupons, however, this is the most I’ve read about the inclusion of a bar code in SMS text message marketing. The article states that LG and Samsung are already producing phones compatible with this technology. What are the odds that Apple will do the same or someting similar?

Not surprisingly, though, was the fact that the application is already available in Spain and more compatible models will be available in Europe soon. The article mentions that the application will be released in the US “eventually.” Why is the US still so behind on SMS marketing?

In addition to being used with mobile commerce, individual users will be able to make their own bar code that will link them to their contact information or various social networking sites.

When to use mobile coupons

Obviously, increasing product movement or service sign up is the main goal of sending out a SMS text message marketing campaign. However, there are numerous other uses for digital coupons, too.

A few additional ideas include:

1. product launches--a mobile coupon is less expensive than sampling a product
2. increasing a trial period, a mobile coupon can reintroduce a product when you’re trying to reach a new market
3. building a database, mobile coupons can help collect consumer information when you’re trying to build a database of prospects
4. improving attendance at events, sometimes events need a last minute boost and mobile coupons are a great way to reach people instantly

A few advantages of using mobile coupons

The numerous advantages of using digital coupons are virtually endless. However, the following is just a sample of a few great uses for SMS text message marketing:

1. Mobile coupons can help to drive traffic to your store, event, entertainment venue, restaurant or nightclub
2. Mobile coupons can help to add value to a purchase (many times people purchase more when they’re receiving a discount)
3. Mobile coupons can supply a direct discount to the consumer (you can use this advantage as a VIP-like service)
4. Mobile coupons can help to target and bring in new prospects

The many types of digital coupons

So far we have seen mobile coupons really take off within the nightclub industry. However, there are so many other uses that can make SMS text message marketing a great marketing tool across a lot of different business sectors. Here are some other ideas:

-offer cents off, dollars off or a percentage of a total purchase off

-offer a free item (can be great for product launches)

-offer buy one get one free (can apply to products or even months of service)

-offer time release coupons with varying expiration dates (encourages repeat business)

-offer a sweepstakes or prize entry with purchase

-offer no cover charge until a certain time

Intro to mobile coupons

What is a mobile coupon?

The MMA defines a mobile coupon as “an electronic ticket solicited and/or delivered by mobile phone that can be exchanged for a financial discount or rebate when purchasing a product or service.”

A few examples of what mobile coupons can be used for

Generally, coupons and rebates are tools that are used to increase sales and promote consumer or brand loyalty. A mobile coupon, used in a SMS marketing campaign, usually has the same goals as a standard paper coupon—to launch a new product, encourage repeat purchases, target specific markets or demographics and even respond to a competitors’ promotional offer.

The first step in a successful SMS marketing campaign—recruiting subscribers and building a list

The first step in a great SMS text message marketing campaign is to collect and get permission to gather consumer cell phone numbers. There are many ways in which you can do this. There’s the most basic way—have a sign up form on your Web site or allow customers to sign up right in your store, restaurant or nightclub. However, it is generally much more effective to come up with a creative tactic that offers more to the consumer—people love prizes, memberships, bonuses and other kinds of free stuff.

As you build your database of cell phone numbers, try to elicit more than just that one piece of information. Other things that may be of use are the consumers’ zip code, which will allow you to reach out and market to a particular geographic region. You can also ask for your customers’ hobbies and create announcements or special promotions based on specific interests. Your SMS text message marketing campaigns will be more successful the more information and demographics you collect—it never hurts to tailor your marketing campaigns!

The many benefits of SMS marketing

Like I’ve said before, SMS text message marketing is one of the newer and more innovative marketing channels out there today. However, many of the case studies I’ve read on SMS marketing show that it really does have a lot of promise.

Like e-mail marketing, SMS marketing should be included in most marketing strategies because of its high return on investment (ROI). Can companies and organizations in the competitive market of today afford not to benefit from one of the most economical means of marketing—especially when it has one of the highest response rates?

• There are many other benefits of SMS marketing. Some of them include:
  94% of all text messages are read, therefore, your marketing message will be seen by virtually all of the recipients of your campaign
• Since your subscribers have to double opt in to receive your coupons and promotional offers, it is obvious that they have an active interest in your business, as well as your products and service
• With text messages sent and received within minutes of starting your campaign, you can use mobile marketing for ad-hoc purposes, such as driving traffic to your store or restaurant on slow nights (e.g. Tonight only, buy an entrée get one free)
• Mobile marketing and coupons can be used for a wide range of purposes—product launches, one-day specials, new store openings and special events
• Subscribers can be treated as an exclusive group for offers, like VIPs, and information that only they have access to, increasing loyalty
• SMS marketing is incredibly cheap and simple to deploy

Text messaging as a marketing tool

SMS, or short message service, is most commonly known as receiving and sending a text messaging via a mobile phone. SMS is an innovative and exciting marketing channel for businesses of all types and industries using subscriber cell phones to distribute mobile coupons, promotional messages, information on product launches and even special alerts to their customers.

At the core of its effectiveness, SMS text message marketing is based on the concept of “choice.” People must request that they be sent your promotions and offers. This request is simply performed by texting a keyword to a five or six digit number, which is called a short code. Once the text message is received by the consumer, the business has that customer’s cell phone number available for use as a one-to-one marketing channel.

E-mail marketing vs SMS marketing preferences

Again, I was reading an interesting article that addressed high school and college aged students, and how much they read the marketing e-mails they receive. Interestingly enough, 26% of students surveyed responded by saying that their preferred method of communication is e-mail. What I found more interesting was that 37% claimed that they preferred to be contacted via SMS, also known as marketing by text message.

With almost 40% of high school and college aged people open and receptive to marketing via their cell phone, I start to wonder why SMS marketing has not become as big in the US as it has in other markets like Europe and Asia. For more information on how SMS text message marketing works, you can visit www.EXMMarketing.com

Trends for 2009?

So I was going through my Monday morning e-mail and an article caught my eye. It featured seven predictions for marketing and media in 2009. First and foremost, the article mentioned how everyone from Wall Street to the big media agencies and firms have agreed and determined that everyone will be cutting back on ad spending this year—across all industries.

I understand that times are tough and that it’s beyond sensible to slash budgets and tighten belts. But how much longer can we see consistent downward trends? The conventional types of advertising and marketing—tv, newspapers and magazines and radio—have all watched as their ad rates have become abysmal. Until more recently, there were numerous claims that e-mail marketing would not be effected by the current recession. However, now they’re saying that things will continue to decline—can e-mail marketing and search ads continue to grow in the present economic times? To find out more about e-mail marketing, you can visit Exmmarketing.com

Hello and welcome!

Welcome to my new blog. I’ve started this blog with the intention of blogging on a daily basis about e-mail marketing, SMS text message marketing, Web site design, Internet marketing–and possibly many things in between that relate.



I hope this blog will be a great source of information, inspiration and ideas regarding different and/or innovative marketing tactics.



I am planning on blogging about http://www.exmmarketing.com/, as this Web site is a great source of information. I hope we'll be able to share and exchange ideas regarding new marketing methods.