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Mobile Marketing Campaigns to Inspire Ideas for Your Company July 1, 2009

Posted by StrategicGrowth in mobile, Mobile Marketing, Strategic Growth Concepts.
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Below for your review are case studies of recent mobile marketing campaigns implemented by several well known brands.  Items of note in these campaigns are:

  • the integration with other aspects of their marketing program
  • the results tracking and analysis
  • the multi-faceted mobile approach that the firm’s utilized to maximize the marketing capabilities being presented to marketer’s today

As you read the article, consider the specific tactics being utilized and how they might be translated to benefit your business.   Should you be interested in learning more about mobile marketing and how it can help grow your business, please review the mobile section of our website, mobile marketing articles within this blog, or contact us directly via the website or email at info@strategicgrowthconcepts.com for a FREE initial consultation.

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David’s Bridal Takes Prom Dreams Mobile

Brian Quinton, June 10th, 2009

davids-bridal-prom-mobile-web.jpgI’ve just received congratulations on my successful high school graduation and been asked to share my memories of the senior prom. It’s a bit hard to think myself back to those days—to give a hint, the song for the graduating class of Manhasset High was that new hit “Bridge over Troubled Water”—but for the folks at David’s Bridal, I’ll try.

Of course, I’m probably not the target for their recent mobile marketing campaign built around high school prom-goers. I simply signed into the marketing initiative in early May because it struck me as a well integrated, easily understood campaign that promised some benefits to the user while raising awareness and driving traffic for the company’s Web site and its 300 retail shops—exactly what mobile seems to be able to do well, and quickly.

Basically, girls thinking about the prom as far back as last February were targeted with print ads that induced them to text the keyword “PROM” to a short code to get content on their cell phones.

But that content went beyond a simple brand awareness message about David’s gown inventory. Recipients were asked to connect via their phones to a mobile Web site, http://m.davidsprom.com, and to vote for their favorite among five prom dress styles, from classic and dramatic to exotic and fashionista. Participants whose phones couldn’t connect to the Internet were able to respond to the e-mail and get the pictures sent to them directly.

Asking users to choose among several options accomplished a few goals. First and foremost, it got users actively involved—always a good thing. Besides making their own choices, they could also forward either the e-mail with the pics or the mobile Web itself site to their friends.

In addition, the results of the voting gave David’s some early-season merchandising insight about what styles and categories were likely to be popular once buying began.

“David’s Bridal was able to gain access to insight that would not otherwise have been available until they were in the middle of the season. They very successfully polled the tastes of their customers going into the season. That gives them the ability to react and confirm their marketing mix.”

(Just to relieve the suspense, prom “classic” was the big style winner by far. I didn’t vote, since my own prom choice—a chocolate brown tux with flared pants and lapels the size of the tailfins on a ’59 Cadillac—wasn’t an option.)

Their mobile services provider was confident that mobile marketing in general would be an effective approach to the target audience of girls 13 to 17, but the provider wanted to make sure that the campaign’s impact would be felt to the fullest extent and in the easiest way for the consumer. That’s why it provided both an SMS option and a mobile Web site.

“Teenagers all text—that’s what they do. Research shows the average teen sends out over 1,800 text messages a month, compared to about 500 a month for the general population. But we had to allow for different messaging plans and accommodate both teens who could accept picture messaging on their phones, because that’s often an option or a service upgrade, and those who didn’t. We let those users click to the WAP [wireless application protocol] site to view the styles.

That kind of flexible approach is key to designing a strong mobile experience. Marketers have to be prepared to launch a broad campaign that gives the best possible experience over a range of phones with differences from screen sizes to functionalities. And they shouldn’t make too many assumptions about how their campaign will look at the other end of the receiver.

For example, the iPhone is one of the most popular handsets among the teen demographic, with a 24% intent to buy in the next six months, however right now iPhones can’t accept multimedia messages, a/k/a picture messaging. That function should come with a software update later this summer. But for now, simply assuming that you’re sending your campaign to a lot of high-end phones still requires some extra spadework to produce a high-end experience for the user.

That was one reason behind providing a specific mobile site for the campaign. David’s Bridal also had a prom-centric standard Web site and in fact promoted sign-ups for the mobile campaign at that site starting in late February. And of course iPhone users could reach that site without issues. But a full-featured Web site like that would take a long time to download to even a smartphone and might not work properly or easily once it did.

So the mobile services provider built out a David’s Prom site optimized specifically for mobile. If you’ve never seen one of these laid out, they look like a string of separate panes in a line rather than the usual single Web page with a number of modules. Time was, each pane would have to include navigation tools so users could click to the next one, usually positioned at the top so they were accessible even if the bottom was cut off by the phone’s frame. Now enough people have either scroll wheels on their phones or touch screen capabilities that those tools don’t need to take up valuable screen real estate.

Mobile sites also offer stripped-down functionality compared to a standard Web site. For example, the David’s Prom mobile site didn’t offer the video clips, product search or e-commerce options available at the main Web site: just photos of the dresses in the five categories, a link within each category to see a second dress sample, the DBprom.com URL and the “Forward to a Friend” link.

The mobile services provider did make sure to provide one function at the mobile site, however: a store finder that let users get locations and store operating hours by inputting their ZIP codes. Mobile users who responded to the gown vote via SMS were also sent a thank-you note that allowed them to text in their ZIP to get the address of the nearest David’s Bridal—making the mobile channel to drive in-store traffic.

Ubiquity is one virtue of mobile, of course; users are likely to have their phones available whether they’re home or out in the world. So making it easy to find a nearby outlet for something you’re already interested in buying or browsing can make a campaign that much more effective. In this case, per the mobile services provider, the mobile store locator saw heavy use—one indication the message was reaching an audience who were already heavily in-market.

(Of course, ZIP codes only work when you know them. Notifying customers of nearby stores when they’re off their home turf and may not know the ZIP code they’re in will have to wait until GPS phones are more plentiful—and may require a specific opt-in even then.)

What about metrics? The mobile services provider offers the standard measurements associated with a Web site, of course. In terms of measuring the effect of SMS, it can keep track of the delivery rate to the carrier networks and the number of “unsubscribes” received; and since mobile churn is a fact of life, the carriers report on the number of recipients who have moved over to other networks since opting in to messaging.

Unlike e-mail, SMS currently does not offer a technology to track the message open rate. But research studies suggest as many as 80% of recipients open the text messages they receive—and since many mobile users set a tone for incoming texts, many open those messages almost as they come in.

“Depending on the network, the bulk of the text message may show up in a preview pane without the user doing anything,” he says. “That tends to increase the likelihood that someone will open a message they’re interested in.”

 

Kodak mobile advertising campaign sees 1.7 percent CTR

By Dan Butcher, June 11, 2009

Kodak turns to mobile for rebranding effort: MMF kThe Kodak Gallery iPhone app

Kodak executives wanted to increase the customer base of the brand’s Kodak Express photo processing outlets in India, so they turned to mobile advertising.

The company conducted a month-long mobile advertising campaign based on an opt-in survey and a call-to-action to visit its Kodak Express outlets. To incentivize participation, Kodak offered prizes to those who entered such as a 2GB iPod Nano or a 1GB memory card. 

“The mobile campaign was a sort of experiment—promoting Kodak to people with camera phones. The goals were to increase footfalls to the Kodak Express outlets in India and to consolidate user profile and behavior understanding from Kodak Express users.”

Kodak is a leading global provider of conventional, digital and blended photo print production environments, with a brand that is recognized worldwide. 

Faced with a crisis of epic proportions—the death of film and the rise of digital photography—Kodak has shifted its strategy to mobile (see story).

Kodak turns to mobile for rebranding effort: MMF kKodak has embraced the camera phone and its marketing applications

Kodak Express outlets, located in cities worldwide, are a one-stop destination for photo printing, products and accessories, as well as photo customization and personalization.

Kodak executives, seeking ways to both increase foot traffic to stores in India and gather and consolidate user profile and preference information from Kodak Express customers, decided that a mobile advertising campaign would be the best option for getting maximum results for their ad spend.

The goals of the mobile campaign were to create awareness of Kodak Express, drive foot traffic and gather information about its customers’ desires and preferences via the survey.

Kodak mobile advertising campaign sees 1.7 percentA Kodak mobile ad

Kodak ran both text and banner advertisements and target its campaign broadly to men and women between 15 and 40 years-of-age throughout India, with no specific city or regional targeting.

For its mobile ads, Kodak went with simple, concise messages: “Kodak Express Shoot It Win It!” and “Print them now. Win them now!”

As an incentive for completing the survey, the company devised a contest that required users to make 50 prints at a Kodak Express outlet from a digital camera or camera phone.

Once potential customers completed the survey, they were entered into a drawing to win a 2GB iPod Nano or a 1GB memory card.

In order to complete their contest entries, they were prompted to enter their name, mobile number and camera capacity.

They were then redirected to the nearest Kodak Express outlet to complete the process by ordering the 50 prints. 

The results were impressive, and serve as an example of how creative, targeted mobile advertising can give companies a cost-effective boost to their sales and marketing efforts.

In one month, the campaign generated 11 million visits to the survey landing page, with a click through rate of 1.7 percent.

But beyond the numbers, Kodak gathered important information for future interaction with its customers through the survey component.

The Kodak team also gathered mobile numbers it could use for future SMS marketing, and was able to gather information about its customers’ camera capacities and functionality so it could better serve them in the future.

The advantages of mobile for the campaign were clear. Usage of the Internet on mobile phones is huge in India.

At the end of last year, there were more than 346 million Indian wireless subscribers and the market was growing by approximately 10 million new subscribers per month.

Much of the growth of the mobile Internet in India follows a trend we have seen in many countries throughout the world, where the mobile Web is used as a primary Internet connection by people who otherwise do not have access to a PC at home. 

That said, mobile advertising has several other significant attributes that made it an advantageous choice for Kodak.

Most importantly, mobile is a more active medium than other options, according to Kodak’s mobile services provider. 

Even though many people use the mobile Internet while at home or work, mobile still has perhaps the strongest call-to-action component of any type of advertising available, because it makes information literally accessible at the touch of a button, significantly narrowing the gap between the marketing message and action on the part of the consumer.

This attribute fit perfectly with Kodak’s desire to increase traffic to its Kodak Express stores.

Particularly important to Kodak was the fact that the selected mobile services provider’s network is global, and the company has experience serving the Indian market.

In fact, the Indian market is currently No. 2 in total mobile advertising page views generated though their network.

Kodak had the ability to target ads by geography, makes and capabilities of handsets, as well as more specific demographics like age and interests.

Kodak decided to target mobile Internet users in the “Community, Entertainment and Lifestyle,” “Information,” “Mobile Content (news and related content)” and “Search/Portal Services” categories.

Additionally, the providers network allowed Kodak to use different types of mobile ads and implement a mobile survey that would allow it to gather information from consumers.

Kodak wanted to attract a broad range of potential customers, which was reflected by its tactical approach to the campaign.

There were a couple of distinct takeaways from the campaign that advertisers can take to heart.

The first is that engaging potential customers in a multi-faceted mobile marketing experience is essential for strong results, according to mobile provider.

In this case, contact with the Kodak brand started with the banner ad, which redirected customers to a landing page that let them take the survey, enter the contest, prompted them to find the nearest Kodak Express outlet from the “store locator” and finally encouraged mobile Web users to become customers—thus completing the cycle of customer engagement.

The second lesson is comparatively simple but no less important: Use clear, straight-forward marketing messages—a particularly important piece to mobile marketing campaigns because of the inherent limitations of the screen size.

The results validate the strength of mobile advertising’s value proposition and its potential, if well executed, to help brands achieve an unprecedented level of bang for the advertising buck, according to the mobile service provider. 

 

HarperCollins launches mobile marketing strategy

Publishing firm Harper Collins is using mobile marketing techniques to promote one of its new books.

Smartphone users will be given the chance to access content related to Lauren Conrad’s upcoming novel L.A. Candy by scanning a 2D barcode on the sleeve with their handset.

Mobile phone users who do not have a copy of the book to hand can also access the content directly through a dedicated mobile internet portal, as well as through a special downloadable application.

Susan Katz, head of HarperCollins Children’s Books, said this form of viral marketing is likely to appeal to young people in particular.

She commented: “Teens use their mobile phones for everything.

“This is one more way we can offer them content to share with their friends.”

This comes after the Mobile Marketing Association predicted that spending on advertising through the mobile channel will go up by more than a quarter across the world during 2009.

 

Burger King enters mobile commerce full-throttle

By Giselle Tsirulnik, June 15, 2009

Burger King enters mobile commerce full-throttleTaking a big bite of mobile commerce

Fast-food giant Burger King has entered the mobile commerce arena by letting consumers place orders and pay for them their iPhone. Now that’s fast food.

The Burger King NOW location-aware iPhone application is currently being tested in the Queens, New York, area.

“The idea of the iPhone app is to go the full nine yards with a rich mobile ordering platform,” said the CEO of their mobile services provider. “This is the first case study that we have done with an iPhone application and we expect to launch these types of applications for other quick-serve restaurants we are working with.”

 The selected mobile services provider helps fast-food and restaurant chains mobilize their services via mobile Web sites, and now through iPhone apps as well. Other clients include Subway and Dunkin’ Donuts.

Burger King, the nation’s No. 2 burger-and-fries chain after McDonald’s Corp., has been known for its innovation with new technology, including its highly viral Subservient Chicken online viral marketing campaign earlier in the decade. Ordering and paying through the iPhone application is part of that DNA.

Burger King enters mobile commerce full-throttleRestaurant locator

The iPhone’s GPS functionality lets users skip the step of entering in an address into the app. Instead it automatically finds the Burger King location closest to them.

When users place their order and come in to pick it up, they can skip the line and just grab their food, since they have paid for it via the app.

The application also tracks and saves order history and then acts as a loyalty card by offering incentives and deals. 

Burger King enters mobile commerce full-throttleCustomize your meal

The goal behind this application is to drive incremental same-store sales – a key metric for the restaurant industry. To date, orders placed via the application have been 25 percent larger than in-store.

When customers start using the service, they increase their frequency of visits by 42 percent and the mobile offering takes existing loyal customers and increases their value by 75 percent.

The application is helping Burger King drive additional sales, since new customers can discover the stores near them that they may have not known about previously.

In terms of security, the application is fully secure. So, customers don’t have to worry about their credit card information being misused.

Also, the information is stored within the application, so that it doesn’t need to be re-entered each time the customer places an order.

When picking up their food, customers just need to give the last four digits of their mobile number, to confirm they are in fact the person that placed the order.

Also, their mobile services provider made it possible for the application to remember the phone ID and allowed it to pull GPS information.

“Traditionally QSRs have focused on the four walls concept, which means doing marketing within the four walls of the restaurant. They focused on what could be done in-store to make sure that patrons come back.”

“The mobile device allows them to extend where transactions take place and let customers make transactions from anywhere, therefore extending those four walls to the consumer’s hands.  It is also a much more efficient way of taking an order and the payment.”

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