Mobile Marketing Ideas from National Brands May 15, 2009Posted by StrategicGrowth in mobile, Mobile Marketing.
Tags: advertising, cellular phones, marketing, mobile advertising, mobile commerce, Mobile Marketing, mobile phones, Strategic Growth Concepts
As part of our goal to keep our readers informed about the latest developments in new marketing technologies, we are always on the search for examples which showcase these technologies being put to use in ways our readers can replicate. Therefore we wanted to make you aware of some exciting new mobile marketing strategies being utilized by national brands you’ll know. As you review these mobile marketing strategies, consider how they might be adapted to market your business. Examples as follows:
Hyatt Hotels & Resorts has launched its Hyatt Mobile Web site for travelers on-the-go, anywhere in the world.
The new mobile site lets guests locate and book a hotel, access reservations and check in or out through any Web-enabled mobile device.
MasterCard has launched a fully integrated on-demand person-to-person mobile payments platform for issuers in the United States, set to go live later this month.
With this new platform, MasterCard’s participating bank customers will be able to offer mobile P2P payments to their customers via MoneySend. The consumer payments platform provides a way to send and receive funds via SMS, mobile browser, mobile applet or an Internet-connected PC.
Reebok has launched the very first shoe customization application, allowing users to customize and buy their uniquely designed trainers right from their mobile phones.
Kraft Foods is expanding its reach of consumers through the launch of a new mobile Web site, which will be promoted via mobile search and banner ads on Yahoo’s Web portal.
With just a few clicks, users can create shopping lists, search their favorite recipes by ingredient or meal category, all by utilizing Kraft’s extensive database of recipes.
Upon choosing a recipe, the consumer immediately accesses the meal’s full ingredient list, preparation and cooking times, as well as the detailed cooking instructions.
Fast food chain Arby’s ran a mobile campaign to promote its new sandwich, the Roastburger.
Alabama consumers were asked to text the word ROASTED to short code 74642 to get a coupon for a free Roastburger.
The world’s largest florist and gift shop, 1-800-Flowers.com, is leading the charge this Mother’s Day to ensure that no mom gets left behind.
“The strategy here is to reach consumers who are busy and on the go who otherwise may have not had the time to go online and make a flower purchase this Mother’s Day,” said Kevin Ranford, director of Web marketing at 1800-Flowers.com, New York.
1-800-Flowers asks consumers to text the word SPOTAMOM to short code 356937 (Flower) to get 20 percent off of their Mother’s Day flowers.
Consumers who double opt-in are added to a database of names that will be marketed to in the future.
Targeting young car owners with fickle loyalty, Jiffy Lube in Los Angeles has launched a geo-targeted mobile ad campaign offering coupons for oil changes.
“Instead of waiting for a customer to find Jiffy Lube through the Yellow Pages, or in their neighborhood, they hope to proactively deliver an appealing money-saving offer to an audience that might not be easily reached another way.”
The campaign is designed to reach the 18-24 audience in a new way that speaks to their interests via mobile.
The text message ad copy is appended to user-requested text message content and messages such as “20 percent off Jiffy Lube Oil Change! Reply JIFFY” or “Save $7 on a Jiffy Lube Oil Change! Reply JL.”
Customers who reply to the ad will receive a text message with a coupon code for redemption, and an invitation to find their nearest Jiffy Lube location by replying via text message with their ZIP code.
Sportswear maker Nike has extended its Nike Training Club program to mobile to target active women on the go.
The idea of the new app is to get consumers to train like an athlete with the Nike Training Club. Essentially, app users have access to a personalized training program.
Target Corp., the No. 2 mass merchandiser after Walmart Stores Inc., has made its debut on the iPhone with the launch of the Target Gift Finder application.
Users can search for gifts by personality, price, gender and age. The application allows users to buy any of the merchandise found on http://www.target.com using their credit card.
Subway is letting its customers place orders via their mobile phone, before they even get to one of the fast food chain’s locations.
The service lets customers order ahead via the Web or through a text message to skip the line at quick-serve restaurants. Diners get a text back confirming when their order will be ready.
Cold Stone Creamery
Cold Stone Creamery ran a mobile coupon program during the holidays to get consumers in-store and ultimately drive sales.
“The strategy for this client’s campaign was to enable the measurement of responses to a spot, track redemption and utilize a new medium which had never been used by the brand to promote their products before,” said Shira Simmonds, president of Ping Mobile, Englewood Cliffs, NJ.
Viewers that texted in recieved a message that said, “Show this msg @Cold Stone Creamery & get a FREE Love-It ‘Create Your Own’ when buy 1! Use Code: PLU#17. valid@participating locations. Hurry, expires 1/31/09!”
Also, participants were sent a message with an option to opt-in for future promotions. It said, “Reply YES 2 get more Xclusives from Cold Stone Creamery+Cox! Mx4msgs/mo. std txt rts aply. Reply YES Now!”
American Airlines is targeting mostly mobile customers with a new service that recognizes callers inquiring about upcoming journeys.
The service, called “Remember Me,” is based on caller ID technology to help American Airlines AAdvantage loyalty program customers when they call in for information such as departure gate and flight times. The technology will cut down the response times to calls made.
With Remember Me, the response time is reduced to between 25 seconds and 30 seconds, according to AA.
We hope the many and varied national brand mobile marketing ideas showcased here have given you the start of an idea for how mobile marketing can benefit your business. For additional information on Mobile Marketing, or to learn how we can help you develop a Mobile Marketing campaign for your firm, please contact us via our website or email us at firstname.lastname@example.org