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.
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