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Mobile Integrated Into Marketing Strategy = Success & Increased Revenue, Part IV June 6, 2010

Posted by StrategicGrowth in local marketing strategies, marketing strategies, mobile, mobile coupons, Mobile Marketing, Strategic Growth Concepts.
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Part IV – Using Mobile for Local Business Development

In Part I of our multi-part Mobile Marketing series we learned that Mobile Marketing is most effective when incorporated into an overall marketing strategy, and used as a supplement to the mediums you are already using. 

In Part II of our series we discussed a variety of low-cost or no-cost methods of Mobile Marketing that a small business can utilize to promote their firm. 

In Part III of our series we reviewed a wide range of Mobile Marketing case studies that showcase the ways in which Mobile Marketing is being utilized by both large and small businesses.

Now, in Part IV of our series on Mobile Marketing, we’re going to look more specifically at the ways to effectively utilize it to promote your firm within a specific local marketing area.

As you know from reading the earlier segments of our series, mobile phone advertising is quickly becoming a key component in large business marketing campaigns – large companies are definitely the early adopters of the technology. And since billions of people use cell phones every day, and over 12 billion text messages are sent every month in the US, the reasons for big business adoption of the technology are clear. However, Mobile Marketing can be even MORE effective for small local businesses once they understand how to use it effectively.

One of the reasons many small business owners give me for not using Mobile Marketing, is their belief that they will be sending messages to lots of people outside their market area who will never have need for their product or service, and because so many people are thought to be receiving their messages, they assume it will be extremely expensive.  However, THEY COULDN’T BE MORE WRONG!

A primary advantage to using Mobile Marketing is its ability to very specifically target your messages to only those you want to receive them according to very specific demographic criteria.  Remember, Mobile Marketing is an ‘opt-in’ medium.  Once someone has opted in to your list, you can segment them according to whatever criteria is most effective to you in marketing your business.  The more information you gather about them, the more information you can use to target them specifically.

Let’s say you run a small ice cream shop or a family-owned restaurant and your customer database includes information on the names, ages and birthdates of your customer’s kids. How about sending coupons for a free cone or a free kid’s dinner on each of your customer’s kid’s birthdays via SMS messaging? Or if you run a beauty salon, or work for a doctor’s office, how about sending text message reminders about upcoming appointments in order to cut down on your ‘no shows’?

This form of personal contact is perfect for any type of service business. If you run a massage parlor or day spa, consider sending discounts or coupons to your customers on their anniversaries, birthdays or other special occasions.

If you run a woman’s clothing store, you can suggest that your customers fill out a card asking to be notified when particular new items in their preferred style, size, brand arrive in inventory; then you can text them when those items arrive. Or you can send an offer for an inventory close-out sale for current customers only when you’re getting ready to change seasonal inventory.

If you’re a toy store at Christmas and you manage to get a shipment of the ‘must have toy of the season’ that everyone is clamoring for and can’t find anywhere, don’t you think a text message to your existing customers will result in their IMMEDIATE presence in your store when you send a text telling them you have the item in stock but supplies are limited and likely to be gone by tomorrow?  AND, don’t you think they’ll be extremely grateful for the information and likely to think of your store first the next time they need a hard-to-find toy item?

The possibilities are really endless when you think about ways to increase your contact with customers via Mobile technology.  Mobile Marketing allows you to provide a much higher level of customer service to your clients, as well as developing creative, cost-effective ways to obtain new clients.  View Local Mobile Marketing examples in our Flickr stream.

Mobile phone advertising can also become an extremely inexpensive form of viral marketing if you indicate in your text message that the offer is good for any friend or family member that your customer forwards the text message to. A modern version of “I told two friends…and they told two friends…,” the possibilities for your business are seemingly limitless.

Whether you run a storefront or a service business, viral mobile phone advertising is a great way to fill in slow periods throughout the week your company may be having. Suppose you run a cleaning service and your Wednesdays are typically slow; consider sending a text message to your database of customers who may not have used your services for awhile, offering a discount on a whole house cleaning to anyone who responds within the next 3 hours – or to make it competitive, indicate that the first person to respond will receive 1 month worth of whole house cleaning services.  This will get those who haven’t thought of your business in a while thinking about it again – even if they don’t win the contest, and the next time they need cleaning service, they’ll likely call you.

Try to make your offers fun and appealing so your customers will pass them on to friends and family; this will help to build your ‘opt-in’ list so more people will receive future messages from you. A small bit of creativity together with a commitment to offering a personal touch through Mobile Marketing will really set you above your competition in your customer’s minds.

If you would like to learn how Mobile Marketing can be used effectively with strategies for your specific business, please contact Strategic Growth Concepts via our website or email us directly at info@StrategicGrowthConcepts.com .  Our strong relationships with a wide variety of mobile services providers insures that we will be able to find the right solution for your business, and work with you to develop an exciting Mobile Marketing campaign that will generate interest in your business and revenue for your company.

____________________________________________________________

The author, Linda Daichendt, is Founder, CEO and Managing Consultant at Strategic Growth Concepts, a consulting firm specializing in start-up, small and mid-sized businesses.  Linda is a recognized small business marketing expert with 20+ years experience in a variety of industries including: wireless, retail, chemical distribution, residential and commercial contracting, automotive aftermarket, personal services, shopping center development/management, and entertainment facilities management.  Linda is available for consultation and can be contacted at linda@strategicgrowthconcepts.com. The company website can be viewed at http://www.strategicgrowthconcepts.com.

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Comments»

1. Supply Chain and Procurement - May 29, 2011

A primary advantage to using Mobile Marketing is its ability to very specifically target your messages to only those you want to receive them according to very specific demographic criteria.

2. Marketing Using Video - May 27, 2011

This series on mobile marketing is certainly giving me some ideas for augmenting my marketing strategy!

3. Tampa Bay Colocation - December 15, 2010

If you’re a toy store at Christmas and you manage to get a shipment of the ‘must have toy of the season’ that everyone is clamoring for and can’t find anywhere, don’t you think a text message to your existing customers will result in their IMMEDIATE presence in your store when you send a text telling them you have the item in stock but supplies are limited and likely to be gone by tomorrow? AND, don’t you think they’ll be extremely grateful for the information and likely to think of your store first the next time they need a hard-to-find toy item?

4. Restaurant Marketing Secrets. | Forex Made Easy - June 24, 2010

[…] Mobile Integrated Into Marketing Strategy = Success & Increased Revenue, Part IV « Marketi… […]

5. Mobile Integrated Into Marketing Strategy = Success & Increased Revenue, Part V « Marketing with New Technology - June 13, 2010

[…] Using Mobile for Local Area Marketing (Part IV). […]

6. Restaurant Marketing Secrets. - June 8, 2010

[…] Mobile Integrated Into Marketing Strategy = Success & Increased Revenue, Part IV « Marketi… […]


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