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A Peek Into the Future of Marketing With Technology March 9, 2010

Posted by StrategicGrowth in Marketing-changing technology, Virtual Technology.
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A recent interview with Ray Kurzeil*, a renowned futurist and inventor, by Jodi Harris of iMedia Connection provided some interesting insights into future uses of technology for Marketing.  Some highlights of the article include:

  • Targeted advertising will someday be based on a deeper understanding of the specific personality, desires, and needs of each consumer
  • We will ultimately be spending most of our time in a blend of virtual and real reality
  • The technologies that succeed in the marketplace are the ones that meet our basic human needs to communicate and socialize

As the “rightful heir to Thomas Edison” according to Inc. magazine, Mr. Kurzeil has a strong history of inventing technology that results in significant change in the way business is done.  Read the complete article, ‘An Inventor’s Shocking Forecasts for Marketing Technology’  to learn the role the virtual environments, wireless access, and other cutting edge technology will play in the way your company does business in the not so distant future.

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*Ray Kurzweil has been described as “the restless genius” by the Wall Street Journal, and “the ultimate thinking machine” by Forbes. Inc. magazine ranked him number eight among entrepreneurs in the U.S., calling him the “rightful heir to Thomas Edison,” and PBS included Kurzweil as one of 16 “revolutionaries who made America,” along with other inventors of the past two centuries.

As one of the leading inventors of our time, Kurzweil was the principal developer of the first CCD flat-bed scanner, the first omni-font optical character recognition, the first print-to-speech reading machine for the blind, the first text-to-speech synthesizer, the first music synthesizer capable of recreating the grand piano and other orchestral instruments, and the first commercially marketed large-vocabulary speech recognition.

Kurzweil’s website Kurzweil AI.net has over one million readers. Among Kurzweil’s many honors, he is the recipient of the $500,000 MIT-Lemelson Prize, the world’s largest for innovation. In 1999, he received the National Medal of Technology, the nation’s highest honor in technology, from president Clinton in a White House ceremony. And in 2002, he was inducted into the National Inventor’s Hall of Fame, established by the U.S. Patent Office. He has received nineteen honorary Doctorates and honors from three U.S. presidents. Kurzweil has written six books, four of which have been national best sellers. “The Age of Spiritual Machines” has been translated into nine languages and was the number one best-selling book on Amazon in science. Kurzweil’s latest book, “The Singularity is Near,” was a New York Times best seller, and has been the number one book on Amazon in both science and philosophy.

Social Media Measurement Tools to Determine Value / ROI August 11, 2009

Posted by StrategicGrowth in Social Media, Strategic Growth Concepts, Web 2.0.
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Social Media graphicWhile many of the Social Media tools are free to use, there is a cost involved in the time for development of the Social Media profiles and on-going management of Social Media activities.  Measuring that cost with respect to results against goals that have been identified will determine whether or not your Social Media strategy has provided an ROI at the level expected, and how it stacks up against more traditional methods of Marketing.  To help you achieve an accurate analysis of Social Media results that can be measured against those goals, please review the article below for a variety of tools to assist you.
Should you be interested in developing a Social Media strategy for your firm which has the ability to achieve a significant ROI against company goals, we at Strategic Growth Concepts would be happy to assist you.  Please contact us via our Website or via email at info@StrategicGrowthConcepts.com to schedule your FREE initial consultation.
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by Jye Smith

3 Steps to Picking the Right Social Media Measurement Tools

  1. Understand business outcome
  2. Identify the social media activity
  3. Analyse the relationship between social media activity and business outcome

Then pick a tool.

I cannot stress enough how important it is though, to understand that relationship between social media activity and business outcome. That’s where the expertise is, that’s where the ROI is.

Which tools do I use to measure social media?

This would have to be the most asked question of the lot – but honestly, it’s like asking how long is a piece of string. Last night I presented at Social Media Club Sydney (slides and notes now available) and still there was a call to look at which tools. Which one are essential to me? Google Analytics and Bit.ly for starters.  Katie Chatfield has done a presentation to look at some of the tools available – and you’ll instantly see how overwhelming it can be. But that’s ok – because you need to know what you are valuing first, and look at the tools  last.

MeasurementCamp also published another list of social media tools you can use:

  1. Addictomatic A cool search engine that aggregates rss feeds into a nice visual dashboard
  2. Blogpulse Blog search engine with conversation tracker tool
  3. Boardreader Search forums and message boards
  4. Boardtracker Forum search engine offering instant alerts
  5. Buzzmonitor Embeddable widget showing recent instances of your search term
  6. Compete.com Comparable site metrics for any website
  7. Del.ici.ous Social bookmarking engine. Search by tags and subscribe to feed results
  8. Facebook lexicon Searches facebook walls for words and phrases
  9. Google alerts Email updates of key search terms
  10. Google insights Compare search volume over time
  11. Google trends Compare search term trends
  12. Howsociable Gives a social media score for your brand, with email updates of your score.
  13. Ice rocket Blog search engine with results rss feed
  14. Newsflashr News search engine, presenting results in nice dashboard
  15. Sphere Related content widget
  16. Summize Search for keywords in ‘tweets’.
  17. Technorati Blog and social media search engine
  18. Twing Discussion board and forum search engine
  19. Twingly Spam free blog search engine
  20. Twitturly Track what urls people are talking about on twitter
  21. Xinu Shows how well your site is performing across different metrics. Also gives a site diagnosis.
  22. Quarkbase Fricking cool mashup tool
  23. Twitter Grader Enter your twitter username to get your grade and ranking
  24. Twist Graph Keyword trends in Twitter. Very cool.
  25. yExplore Not strictly social media, but easy access to see inbound links to a page.
  26. Trendpedia Excellent blog search engine that graphs results over time.
  27. Website Grader Not completely sure how accurate, but cool tool anyway!
  28. Yahoo Pipes Err, yeah, can’t believe I missed this off in the first place.
  29. Socialmention Real time UGC search engine, with social rank
  30. Bit.ly and Cli.gs – analytics for your tiny urls.

Strategic Growth Concepts’ CEO Interviewed About Mobile Marketing for Small Business July 31, 2009

Posted by StrategicGrowth in mobile, Mobile Marketing, Strategic Growth Concepts.
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We would like to thank Justin Hong, host of the BlogTalkRadio show, ‘The Small Business MBA’ for inviting our firm’s CEO, Linda Daichendt, to be aBlogTalkRadio graphic guest on his show today for a discussion about ‘Mobile Marketing for Small Business’.  Topics discussed included:

  • the benefits of mobile marketing
  • explanations of the different types of mobile marketing
  • the Federal laws that affect a mobile marketing program
  • the results a small business can expect from a mobile marketing campaign
  • the costs of implementing a mobile marketing campaign
  • ways in which small businesses can use mobile marketing to promote their business and reach consumers

Be sure to listen to today’s broadcast by clicking HERE so you can take advantage of the special offer our CEO made available to the show’s listeners!

Mom-and-Pop Businesses Succeed with Social Media July 26, 2009

Posted by StrategicGrowth in Social Media, Strategic Growth Concepts, Twitter.
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By CLAIRE CAIN MILLER, New York Times

SAN FRANCISCO — Three weeks after Curtis Kimball opened his crème brûlée cart in San Francisco, he noticed a stranger among the friends in line for his desserts. How had the man discovered the cart? He had read about it on Twitter.
Peter DaSilva for The New York Times

Curtis Kimball, owner of a crème brûlée cart in San Francisco, uses Twitter to drive his customers to his changing location.

For Mr. Kimball, who conceded that he “hadn’t really understood the purpose of Twitter,” the beauty of digital word-of-mouth marketing was immediately clear. He signed up for an account and has more than 5,400 followers who wait for him to post the current location of his itinerant cart and list the flavors of the day, like lavender and orange creamsicle.

“I would love to say that I just had a really good idea and strategy, but Twitter has been pretty essential to my success,” he said. He has quit his day job as a carpenter to keep up with the demand.

Much has been made of how big companies like Dell, Starbucks and Comcast use Twitter to promote their products and answer customers’ questions. But today, small businesses outnumber the big ones on the free microblogging service, and in many ways, Twitter is an even more useful tool for them.

For many mom-and-pop shops with no ad budget, Twitter has become their sole means of marketing. It is far easier to set up and update a Twitter account than to maintain a Web page. And because small-business owners tend to work at the cash register, not in a cubicle in the marketing department, Twitter’s intimacy suits them well.

“We think of these social media tools as being in the realm of the sophisticated, multiplatform marketers like Coca-Cola and McDonald’s, but a lot of these supersmall businesses are gravitating toward them because they are accessible, free and very simple,” said Greg Sterling, an analyst who studies the Internet’s influence on shopping and local businesses.

Small businesses typically get more than half of their customers through word of mouth, he said, and Twitter is the digital manifestation of that. Twitter users broadcast messages of up to 140 characters in length, and the culture of the service encourages people to spread news to friends in their own network.

Umi, a sushi restaurant in San Francisco, sometimes gets five new customers a night who learned about it on Twitter, said Shamus Booth, a co-owner.

He twitters about the fresh fish of the night — “The O-Toro (bluefin tuna belly) tonight is some of the most rich and buttery tuna I’ve had,” he recently wrote — and offers free seaweed salads to people who mention Twitter.

Twitter is not just for businesses that want to lure customers with mouth-watering descriptions of food. For Cynthia Sutton-Stolle, the co-owner of Silver Barn Antiques in tiny Columbus, Tex., Twitter has been a way to find both suppliers and customers nationwide.

Since she joined Twitter in February, she has connected with people making lamps and candles that she subsequently ordered for her shop and has sold a few thousand dollars of merchandise to people outside Columbus, including to a woman in New Jersey shopping for graduation gifts.

“We don’t even have our Web site done, and we weren’t even trying to start an e-commerce business,” Ms. Sutton-Stolle said. “Twitter has been a real valuable tool because it’s made us national instead of a little-bitty store in a little-bitty town.”

Scott Seaman of Blowing Rock, N.C., also uses Twitter to expand his customer base beyond his town of about 1,500 residents. Mr. Seaman is a partner at Christopher’s Wine and Cheese shop and owns a bed and breakfast in town. He sets up searches on TweetDeck, a Web application that helps people manage their Twitter messages, to start conversations with people talking about his town or the mountain nearby. One person he met on Twitter booked a room at his inn, and a woman in Dallas ordered sake from his shop.

The extra traffic has come despite his rarely pitching his own businesses on Twitter. “To me, that’s a turn-off,” he said. Instead of marketing to customers, small-business owners should use the same persona they have offline, he advised. “Be the small shopkeeper down the street that everyone knows by name.”

Chris Mann, the owner of Woodhouse Day Spa in Cincinnati, twitters about discounts for massages and manicures every Tuesday. Twitter beats e-mail promotions because he can send tweets from his phone in a meeting and “every single business sends out an e-mail,” he said.

Even if a shop’s customers are not on Twitter, the service can be useful for entrepreneurs, said Becky McCray, who runs a liquor store and cattle ranch in Oklahoma and publishes a blog called Small Biz Survival.

In towns like hers, with only 5,000 people, small-business owners can feel isolated, she said. But on Twitter, she has learned business tax tips from an accountant, marketing tips from a consultant in Tennessee and start-up tips from the founder of several tech companies.

Anamitra Banerji, who manages commercial products at Twitter, said that when he joined the company from Yahoo in March, “I thought this was a place where large businesses were. What I’m finding more and more, to my surprise every single day, is business of all kinds.”

Twitter, which does not yet make money, is now concentrating on teaching businesses how they can join and use it, Mr. Banerji said, and the company plans to publish case studies. He is also developing products that Twitter can sell to businesses of all sizes this year, including features to verify businesses’ accounts and analyze traffic to their Twitter profiles.

According to Mr. Banerji, small-business owners like Twitter because they can talk directly to customers in a way that they were able to do only in person before. “We’re finding the emotional distance between businesses and their customers is shortening quite a bit,” he said.

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If after completing this article you’re still not certain how Twitter can be utilized to market your company, we would be happy to assist you in developing a customized program to promote your business.  Please feel free to contact us via our website or via email at linda@StrategicGrowthConcepts.com to schedule a FREE initial consultation.

Time to Begin Planning Mobile Strategies to Aid Holiday Sales July 11, 2009

Posted by StrategicGrowth in Marketing Plan, mobile, Mobile Marketing, Strategic Growth Concepts.
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By Mickey Alam Khan, July 6, 2009

It’s only three months before mobile can expect to play a significant role in searching and shopping for the holidays. Marketers, agencies and vendors should gear up for the traffic and the expectations.

As is customary, marketers are already working on lists for catalog, direct mail, insert media and email drops for the holidays, along with planning print, television, radio and online buys for those with the budget. Mobile should now be included in that media mix.

First it is key to understand mobile’s role in the holidays. It certainly won’t supplant ecommerce or the wired Web. It won’t take away from print, TV or radio’s branding strengths. And it won’t compete with the catalog, mailer, insert or email.

SMS msg on cell in hand - verticalInstead, mobile will give legs to those channels, through mobile advertising, mobile marketing and mobile commerce.

Long on short codes
Let’s start with catalogs.

Each catalog invites users to shop via phone, mail or by entering a SKU number on the brand’s Web site. Perhaps it would be wise to add a keyword and common short code on each catalog, inviting recipients to text and opt in to the loyalty program for alerts of new deals, shipping incentives or discounts during the holidays.

A similar effort with targeted direct mail and inserts – unique keyword and short code – can actually track the piece’s efficacy in case the customer or prospect responds to the call to action.

Mentioning a keyword and short code on marketing and retail email newsletters can also encourage enrollment into the overall loyalty program with the mobile number.

Adding SMS to print, TV and radio will help track the effectiveness of print and broadcast advertising at a time when the sales pitches are at their shrillest. After all, the holidays are the annual Olympics for retail and marketing.

It’s as simple as that: a keyword and short code. But start preparing now. Wireless carriers take their own sweet time approving SMS programs, and with new requirements in place, marketers have to provide every detail about their planned campaigns.

What the carriers don’t want – and certainly will prevent at all costs – is a collapse of their network due to a deluge of commercial SMS messages. Nor do they want to be accused of spam, even if it’s a perception issue.

At any rate, expect holidays 2009 to set a record for holiday-oriented SMS messages exchanged between brand and consumer.

Site to see
Another holiday marketing tool that requires immediate attention is a mobile or mobile-friendly Web site.

With the falling costs of creating a mobile site and the plethora of plug-and-play services out there, retailers and marketers have little excuse to dither on creating a mobile Web presence targeting consumers on the go.

What would consumers on the go like from their favorite brands’ mobile site? Several functionalities including a search engine for merchandise, store locator, gift-finder tool, list of best-sellers and prices, sales promotions, SMS signup, package tracker and, in some cases, the ability to buy from that site.

Smart mobile sites will also include the click-to-call functionality, linking the shopper to the pertinent store.

Obviously most of these functions would work well only on sites customized for smartphones. But it’s a necessary first step to create user-friendly mobile sites for the iPhone, BlackBerry, Palm Pre and more sophisticated HTC, LG, Samsung, Sony Ericsson, Motorola and Nokia phone models.

A smart accompaniment to the mobile site is the mobile application incorporating some, if not all, the functionality available on the marketer or retailer’s mobile site.

Brands can use their store marketing or other channels such as mail, catalog, print, email or broadcast ads to urge consumers to download their app from the pertinent app store.

Make sure the app is compelling if it is not to be deleted within days of download. Occupying valuable screen real estate on, say, an iPhone, BlackBerry or Palm Pre, is a branding privilege that should not be abused.

Ads up
That takes care of the merchandising and mobile marketing sides of mobile. How about mobile advertising?

Well, now’s the time to make smart buys across leading media sites.

Brands such as Polo Ralph Lauren, Tiffany and Cartier as well as Walmart and Target should be locking up deals with trusted publications including The New York Times and The Wall Street Journal. They should lock in key positions for their ads to run on those publications’ mobile sites.

These brands can also strike deals with magazine publishers such as Time Inc. or Hearst to incorporate mobile into their multichannel media buys. Mobile ads can run not only with the publishers’ sites but also within their apps as part of sponsorship deals.

All mobile ads, once clicked on, will link to special landing pages with the desired call to action or to the mobile site. As simple as that. It’s been done on the wired Web and there’s no reason why it can’t be replicated on mobile.

Look, it’s very simple: When one in 10 working-age Americans is out of work, when the nation’s mood swings between optimism and pessimism, when the national savings rate is going up, the only way that marketers will get consumers to spend is through marketing and its desired end – creation of desire.

These ideas are basic and require little effort but consultation and working with the brand’s agency or mobile marketing firm. The time has come for brands to recognize that if they want the holiday merchandise to move, they must be as mobile as their customers and prospects. Call now.

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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, additional mobile marketing articles within this blog, or contact us directly via the website or email at info@strategicgrowthconcepts.com for a FREE initial consultation.

Popeye’s mobile campaign garners 54 percent opt-in July 3, 2009

Posted by StrategicGrowth in mobile, Mobile Marketing, Strategic Growth Concepts.
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By Giselle Tsirulnik, June 30, 2009

Popeyes chicken

Popeye’s mobile coupon campaign that promotes the fast food chain’s three-piece chicken dinner has achieved a 54 percent double opt-in.

Popeye'sCox Media is running television spots in Wichita, KS, encouraging consumers to text the keyword POPEYES to short code 74642. Ping Mobile powered the campaign. Already 750 consumers have texted and more than 50 percent have opted in for future communications from Popeye’s.

“This type of mobile advertising campaign was a perfect fit for the Popeye’s stores in Wichita,” said Mike Orr, account executive at Cox Media.

“With the ability to directly engage clients with coupons and offers that provide the client with detailed feedback of what day of the week as well as what time of day that a response was generated from a product placed ad is a tremendous validation of return on investment,” he said.

Consumers that texted in received a message that said, “Show this msg at Popeye’s Chicken & get a FREE 2PC DINNER with ur purchase of a 3 pc dinner & medium drink. Hurry into Popeye’s TODAY offer ends 7/31/09.”

Then consumers are asked whether they would like to join to receive future communications from Popeye’s.

The message says, “Reply YES to join the Popeye’s Chicken VIP Club! U’ll get MORE Xclusive offers just like this one right 2 ur phone! Mx3msg/mo. Std txt rts apply. Reply YES now!”

Consumers that join the Popeye’s mobile VIP Club get the following message, “Success! UR in! To quit txt STOP@anytime. Don’t keep the savings to yourself – tell your family and friends to get in on it too by texting POPEYES to 269411!”

“The strategy for this client was to find a unique and fresh way of promoting their three piece dinner- combining a great promotional offer, with a spontaneous and convenient method of redemption,” said Shira Simmonds, president of Popeye’s mobile service provider.

The results of this campaign show how positive an impact mobile marketing has had on the Popeye’s promotion.

Ms. Simmonds also said that the challenge for Popeye’s was using a newer medium while retaining the traditionalism and authenticity of its brand.

In addition, Popeye’s was faced with finding a way of integrating mobile into their redemption solutions.

Mobile was a perfect tool for the Popeye’s brand because it enabled them to reach out to their target demographic (families) via a medium that is not only accessible to them, but also one that is their most personal and convenient device.

Popeye’s also made sure that the offer was relevant and appealing to the target – a mobile coupon for a discount on dinner provides added-value to families in a time of economic uncertainty.

The fast food chain is distributing its mobile coupons via other avenues as well, including a mobile couponing campaign offering free two-piece chicken dinners (see story).

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While results of 54% opt-in are certainly not standard for mobile marketing, the results ARE typically much higher than most traditional forms of marketing.  Results of 10 – 15% are fairly standard, though many mobile campaigns have achieved a response rate as high as 30%, compared to direct mail which typically results in a 2 – 3% response rate.

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.

Slick Uses for Mobile Marketing as Showcased by National Brands June 12, 2009

Posted by StrategicGrowth in mobile, Mobile Marketing, Strategic Growth Concepts.
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The Lion King musical production

Disney’s Tony Award-winning musical “The Lion King” at the Mandalay Bay Hotel and Casino in Las Vegas used mobile to drive ticket sales.

Commercial spots on the Cox Media cable network encouraged viewers to text the keywords NALA or MUFASA to short code 269411.  The Lion King and Mandalay Bay were able to build an opt-in database of locals interested in receiving promotions in the future.

The strategy was to generate buzz about the Lion King musical production at the Mandalay Bay Hotel, as well as drive traffic to the outdoor shopping mall – Town Square

Lion King Text Msg

Mobile was suitable for this campaign because it provided the ability to engage the target market, be the medium for the scavenger hunt and provide extremely detailed metrics from beginning to end.

 This particular campaign was unique, as it was a scavenger hunt utilizing the mobile device.

Consumers that texted in NALA or PUMBA got a message that said, “Find Lion King Paw Prints near Your next clue @ Whole Foods in Town Square. Address: 6689 Las Vegas Blvd.”

When the consumer reached the destination, they were asked to text LION to the same short code to get the next clue.

Respondents that used the keyword LION got a message that said, “Get “ON” Your way and “sea” the latest clothing styles at Your next clue in Town Square!”

Once consumers reached Town Square and found the next clue, they were instructed to text TIMON to the short code.

In return they got a message that said, “It’s a walk in the “park” to a Tropical Time with “Tommy” for Your Final Clue in Town Square!”

The last and final keyword was MUFASA. Once consumers texted this keyword in the got a message that said, “Congrat’s! You finished the hunt! Winners will be contacted on 5/7/09.”

The double opt-in was then sent, asking consumers to reply YES for ten entries to win a $100 Whole Foods Gift Card and to subscribe to Cox exclusives.

“The goals of this campaign posed a unique set of challenges, and the mobile channel provided the ideal measurable solution,” said Isaac Naor, client services manager. “It allowed enough creativity to drive locals to the new [high-end] outdoor mall, provided engagement with the brand, and enabled the campaign to stand-out and become viral.”

 

Safeway / Randalls

Safeway - Randalls

Safeway’s Randalls Food Market has launched a mobile coupon program to help its customers save time, money and trees.

These days, money is tight and people are looking for ways to stretch their dollars, so Randalls is letting customers download manufacturer’s coupons onto their Remarkable Card. The Remarkable Card is Randalls’ loyalty card.

Shoppers can get discounts from brands and select Randalls-labeled products.

This opportunity is available at 14 Randalls stores in Austin, TX, 36 stores throughout the greater Houston area and 62 in the Dallas/Ft. Worth area.

To sign up to get coupons in the first place, Randalls shoppers just need to visit the mobile providers Web site to activate their account.

Digital coupons mean that no paper is used to distribute and redeem coupons.  “Eliminating paper from couponing not only saves forests, but also benefits the environment by reducing the water usage to produce the paper and ink, as well as the energy to move the paper out to homes and newspaper stands.  “So mobile and digital coupons are environmentally friendly and have virtually no carbon footprint themselves”.

No more searching for coupons in newspapers and magazines, coupon cutting, or riffling through coupons at the store. 

When customers present their Remarkable Card at checkout, coupon savings are automatically applied to the appropriate items in their shopping basket. The discounts are also shown directly on the receipt.

For grocers and manufacturers, this is a more targetable and efficient means of coupon promotion, not to mention the benefits of being able to market to consumers both in and out of the store.

Best of all, with redemption rates 5 to 40 times that of paper-based coupons, it’s highly cost-effective.

 

Victoria’s Secret

Victoria's Secret 1Victoria’s Secret is very good at keeping secrets. The retailer quietly launched a marketing initiative that uses the mobile Web and SMS text messages to promote its products and shopping on-the-go. 

Victoria’s Secret has launched a dedicated mobile Web site and is also targeting its mobile database of opted-in consumers with exclusive offers, event coverage and new product information.

“With so many consumers (94 Million in the U.S.) using their handhelds to read email, search for products (9 percent of Google searches are now on mobile devcies) and browse Web sites, it is a basic expectation that a mobile user will have a successful experience when they visit a company’s Web site,” said Jason Taylor.

Victoria’s Secret launches mobile commerce initiatVictoria’s Secret polls site visitors

Consumers can sign up for alerts on the mobile site at http://mobile.victoriassecret.com or text the keyword START to the short code 26435 (ANGEL).

All text message communication with consumers will include a link to the mobile site, in an effort to drive users there.

The Victoria’s Secret mobile site features different categories and shopping bags. The main menu gives site visitors a list of the “Most Wanted Bras.”

Victoria’s Secret launches mobile commerce initiatBrowse through products

Gift cards can be bought right from the mobile site and consumers are able to locate and map the closest Victoria’s Secret store to them.

What’s most impressive about the site is that women can actually browse and then buy products right from their mobile phones, with the same secure settings that the retailer’s Web site provides.

Customers that make purchases on the mobile site can come back to view their order status.

Additionally, the mobile site has a ‘special offers’ section where consumers can get discounts.

For example, consumers that place an order of $100 or more can use the code VSFRSHIP at checkout and all shipping and handling charges will automatically be deducted after the offer code is applied.

The mobile phone becomes much like a shopping assistant with the Victoria’s Secret mobile site.

In fact, users can even browse the print catalog and order using their mobile phone.

Victoria’s Secret went a little further with its mobile site and turned it into a great place for consumers trying to get their loved ones a gift. The mobile site doesn’t just showcase lingerie; it offers other products and services as well.

Additionally, the mobile site has a click-to-call feature that connects consumers with Victoria’s Secret customer service, should they need to actually speak with someone.

Another interesting feature on the site is the “Site Feedback” link.

Users that click on it are asked to take the Victoria’s Secret Mobile Site Survey, where they are asked some questions regarding the site and how well it works.

The site is full of pictures of various products from Victoria’s Secret and consumers can view what’s on sale and the most wanted stuff.

 

Procter & Gamble / Gillette

Procter & Gamble’s Gillette razor and blade brand is shaving away traditional marketing by using the iPhone as a means of communicating with its audience of male consumers.

Gillette has launched “uArt,” an iPhone application that lets consumers use the Gillette Fusion razor to shave and create any facial hairstyle they like. Consumers just upload their picture, choose a facial hair texture, length and color, and then start shaving.

“As a grooming company, we want to help guys be their best and to achieve that, we want to provide tools to help them find the look and style that is right for them so they can express themselves,” said Mike Norton, director of external relations at Gillette, Boston.

P&G is one of the leading consumer packaged goods manufacturers whose portfolio includes brands such as Tide, Iams, Pringle, Oral-B, Charmin, Pampers, Old Spice, Dawn, Camay, Tampax and Clairol.

Gillette is a brand of P&G currently used for safety razors among other personal hygiene products. P&G bought Gillette in 2005.

P&G's Gillette talks to men via iPhoneMake yourself beard

To shave using the uArt application, consumers just need to use their finger to guide the razor easily over the beard.

Users can create a chinstrap, handlebar, moustache, lamb chops and even design a totally new facial hairstyle.

By double-tapping, the user can get incredible shaving detail.

P&G's Gillette talks to men via iPhoneTry out different facial hairstyles

The application is geared towards males ages 15–34. It is being promoted via online marketing.

This isn’t the first time that Gillette has relied on the mobile channel to target its audience. The grooming brand used mobile for some other promotional programs.

Most recently, Gillette recently completed a program with New York Yankee superstar Derek Jeter where consumers could send in a text and be eligible to win a free Gillette Fusion Razor.

Gillette’s use of mobile is in keeping with evolving consumer habits. 

“The Gillette audience is doing more than watching TV or sitting in front of a computer — they are active and moving,” Mr. Norton said. “The app helps guys explore and achieve the look and style that is right for them. 

“Guys can interact with the brand through a medium in which they are most engaged,” he said. “Mobile is a big part of guys’ lives.  It’s a great medium.  It’s personal and guys spend a lot of time using their mobile devices. 

“Brands have the opportunity to reach their audience through entertaining interactive apps that deliver a message.”

 

Sherwin Williams

Sherwin Williams 3Paint and coating producer Sherwin-Williams Co. is using the mobile channel for branding and customer acquisition.

The company and its mobile marketing provider created an iPhone application that lets users isolate a color within any photo taken on their iPhone and get matching Sherwin-Williams paint colors along with a coordinating palette to complement their choice. The application is called ColorSnap.

“Our desire is to meet our consumers exactly where they are,” said Ellen Moreau, vice president of marketing communication at Sherwin-Williams, Cleveland, OH. “ColorSnap helps them capture inspiration as it strikes.

“The app not only makes it simple to determine the color, but to bring it home by easily locating one of our 3,300 stores,” she said.

ColorSnap was downloaded by thousands of users in more than 60 countries within the first week of its release. The application is ranked No. 35 out of 3,000 in the free utilities application category in the iPhone App Store.  

Sherwin-Williams taps mobile to reach younger demoColor Palette

The ColorSnap application is unique because it lets users capture a new photo the moment they feel inspired, whether within the application or using an image already stored in their iPhone photo library.

Then, consumers just user their finger to scroll around the image and locate the exact color they’d like to see matched.

ColorSnap immediately offers the closest matching Sherwin-Williams paint color and a coordinating palette.

Sherwin-Williams taps mobile to reach younger demoClick-to-call

“Choosing color is the hardest part of redecorating,” Ms. Moreau said. “Inspiration can hit a consumer anywhere and we are helping them bring the colors that appeal to home from wherever they may be.”

Users are able to find the nearest Sherwin-Williams store to begin their painting project. Or, they can save the color into “My Saved Colors” for continued reference.

Using iPhone GPS capability or ZIP code entry, users can find their local Sherwin-Williams store.  Users can direct dial or map the Sherwin-Williams location all within the application.

Colors include RGB values for architectural design professionals and Photoshop fiends, making it easy to recreate the colors in renderings.

The application is geared towards home owners, architects and designers and painting contractors. Sherwin Williams chose mobile because the company is trying to reach a younger demographic.

“Mobile is the ideal channel for this type of offering because inspiration is anywhere,” Ms. Moreau said. “We are trying to make it easy for customers to shop and buy paint.”

Sherwin-Williams has tested mobile advertising in the past. However this is the company’s first iPhone application.

 

Heinekin

By Giselle Tsirulnik; June 10, 2009

Heineken taps mobile for multichannel promotionText GREEN to short code 49737

Heineken and Heineken Light are using mobile as part of multichannel effort to get consumers to stock up on the beer this summer.

The program will run from June -August in retail outlets nationwide and invites consumers to elevate their traditional summer entertaining by hosting a Heineken “Blok” Party. The mobile component asks consumers to enter to win a sweepstakes by texting GREEN to short code 49737.    

“The Heineken ‘Blok’ Party program is true to our brand objective of delivering great beer and great experiences,” said Breege Murphy, channel manager at Heineken, White Plains, NY. “And it offers our retail partners a unique new way to generate excitement among consumers through engaging displays and in-store merchandising materials that will help drive purchase of Heineken and Heineken Light.”

 The sweepstakes will select two winners randomly on July 31.

These individuals will win a block party for no more than 50 guests who are over the age of 21.

The “Blok” Party prize includes live entertainment, top-notch catering and interactive leisure sports, giving them the ultimate “Blok” Party experience to be held in his or her neighborhood on or near Labor Day.  The retail value of each party is approximately $50,000.

Contestants can win 59,000 song downloads from the EMusic store.

Winners get their download codes via SMS if they entered the sweepstakes using the channel.

The “Blok Party” sweepstakes is being promoted in liquor stores via advertising which encourages consumers to stock up for summer entertaining at home.

The sweepstakes will also be promoted in supermarkets via cross merchandising offers on party essentials and unique party tips for creating the ultimate “Blok” Party experience.

In-store signage will tell consumers that that the ultimate “Blok” Party can be elevated with Heineken. 

Heineken has used mobile before.

The brewer ran a mobile campaign in which it distributed scratch-cards to bar customers. All the scratch-cards asked consumers to text message a keyword to a short code.

Each time a consumer texted in, they were entered to win different prizes. Whether the customer won or not, he or she was opted in to receive a WAP push with Heineken mobile agenda. 

This wasn’t the first time that a brewer turned to mobile for a promotion.

Irish brewer Guinness held “The Great Guinness Pint Contest,” an interactive mobile program meant to engage consumers with the brand.

The program asked consumers at participating businesses to rate their pint of Guinness via their mobile phone. Each time consumers rated their pint they were entered into a sweepstakes in which five winners received a trip for two to the Guinness Brewery in Dublin, Ireland, during the company’s 250th anniversary (see story).

“Through a wide range of elements including a consumer sweepstakes for the ultimate ‘Blok’ Party and cross merchandising offers, the program inspires consumers to make the most of every celebration by choosing the ultimate imported beer brand – Heineken,” Ms. Murphy said.

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If you are interested in exploring Mobile Marketing strategies for your firm, you can begin by visiting our website for more information or contacting us via our website or email at info@strategicgrowthconcepts.com.

Mobile App’s Impact on Consumer Marketing May 9, 2009

Posted by StrategicGrowth in mobile, Mobile Marketing.
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As the proliferation of mobile apps becomes more prevalent, so to will consumers’ use of mobile devices to replace desktop and laptop computers.  Since these mobile devices will typically always be carried “on the person” of the consumer, marketers are presented with an extraordinary opportunity to explore GPS-targeted marketing programs to promote their firms and products.

To gain additional insight into the evolution of the mobile applications market and the opportunities they provide, please review the following article:  Click HERE.