Are retailers ‘missing the boat’ in driving revenue? November 17, 2010Posted by StrategicGrowth in marketing strategies, mobile, mobile coupons, Mobile Marketing, Strategic Growth Concepts.
Tags: advertising, cellular phones, marketing, marketing strategies, mobile advertising, mobile commerce, mobile in retail, Mobile Marketing, mobile phones, mobile technology optimization, Strategic Growth Concepts
A recent MediaPost Mobile Insider article by Steve Smith makes the bold statement, “friendly reminder to retailers: Your customers are way, way ahead of you when it comes to using mobile as a resource.”
As someone who regularly works in the Mobile space to help clients develop and implement their mobile strategies, I have to say, he’s quite correct. Study after study indicates that consumers are heavily embracing the use of mobile technology, and are interested in being able to utilize their mobile devices to find convenience and improve the productivity of their lives. As more and more demands are made on their time, consumers are seeking ways to engage with retailers in ways that are convenient for them; chief among those methods of engagement is mobile.
Unfortunately, the vast majority of retailers – large and small – have yet to catch on. Smith cites new research from Brandanywhere’s new Mobile Omnibus Study, which polled 7,000 sites on 10 devices, and found that only 4.8% of U.S. retailers had mobile-specific Web sites. The top-tier retailers are faring slightly better, but not well. Almost 23% of the major retailers, as defined by traffic levels from Alexa, had mobile Web sites. When broken down by verticals, the results across all merchants are even worse. While auto parts retailers (20.78% with mobile Web sites) and auto dealerships (15.66%) were relatively more mobile-ready by comparison, department stores (3.41%), clothing and shoe stores (1.61%) and grocery stores (1.60%) were pathetic.
Smith indicates that according to Dan Flanegan, Managing Partner, Brandanywhere, the big disconnect is with consumers who say they would give preference to retailers that had mobile presence. His company partnered with Luth to poll over 1,000 consumers on whether a brand’s mobile-readiness affected purchasing decisions. “One in two consumers would give preference based on whether the retailer has a mobile site,” he says. “It indexes even higher with higher-value purchases. There is a big opportunity retailers can grab onto.”
Luth and Brandanywhere also asked how consumers prioritize the functions they most need on a retailer’s mobile presence. Interestingly, transactions were not among the most popular features. Foremost, they wanted to know about the special offers and coupons available – tools that could help them shop smarter and more cost-effectively. The second most desired feature was product pricing. Store location came third, followed by product information.
According to Smith, “Brandanywhere developed their Indexer to help agencies and their clients better understand how their digital presence is being seen across devices. The main focus was on the mobile Web, where people are inclined to type in a familiar branded URL and hope for a desirable result.” Smith further explains, “For years the .mobi extension struggled to become the commonplace suffix for all things mobile in the minds of consumers. In many cases the brands ended up creating m.brandname URLs instead. However, the best-case scenario is having a reliable redirect at the branded URL that kicks phones over to a mobile-ready version of the site. But as Brandanywhere’s research shows, this reasonable expectation among mobile users is not being met.”
So, we ask you, ARE retailers missing the boat in driving revenue? Our experience at Strategic Growth Concepts, the Brandanywhere study, and many other studies indicate an absolute YES!
Retailers – large and small – must begin to understand that consumers EXPECT them to be mobile. They EXPECT to communicate with them via mobile, and they EXPECT retailers to make their lives easier by enabling them to obtain information about and from their firms via mobile.
So why aren’t they mobile? My experience in talking to businesses about mobile has led me to several conclusions:
- they assume it’s cost-prohibitive and that if they don’t have a substantial budget to invest in their mobile effort that they won’t be able to enter the mobile space. THEY’RE WRONG!
- they don’t know where to start. WE CAN HELP!
- they assume it’s extremely complicated to get started and that it requires massive amounts of time and effort. AGAIN, THEY’RE WRONG!
- they assume mobile is just a passing fad and it will soon lose the interest of consumers, and that they’ll be able to be glad they didn’t waste their time and money getting involved in it. THEY COULDN’T BE MORE WRONG!
So let’s be clear, consumers have spoken; study after study indicates that mobile will continue to grow substantially – particularly in the next 3 – 5 years – and will become a major driver of our economy. Those that do their homework and start integrating Mobile Technology into their operational and marketing strategies now will find themselves achieving substantial market share increases over their competitors who choose to ignore Mobile.
Which will you be – the retailer who embraces mobile and reaps the benefit? Or the retailer who conducts business as usual – and gets left behind?
The author, Linda Daichendt, is Founder, CEO and Managing Consultant for Strategic Growth Concepts, a marketing / management consulting firm focused on start-up, small and mid-sized businesses. Areas of specialization include: Mobile Technology Optimization and Marketing, Social Media Marketing, and Virtual Events production. Linda is a recognized small business marketing expert with 20+ years of experience in a wide variety of industries.
Linda is available for consultation on Mobile Technology Optimization and Marketing and other topics, and can be contacted at Linda@StrategicGrowthConcepts.com. The company website can be viewed at www.StrategicGrowthConcepts.com . For more information on Mobile Marketing please visit the Mobile Marketing section of the Strategic Growth Concepts website.
Bank of America & Visa Testing Mobile Payments for Consumers August 20, 2010Posted by StrategicGrowth in mobile.
Tags: Android, AT&T, Bancorp, Bank of America, Bump, Discover Financial Services, mobile commerce, mobile payments, PayPal Mobile, smartphone, Square, T-Mobile, Verizon, VISA
As U.S. retailers and consumers are becoming more and more aware of the capabilities of Mobile Technology and the benefits it can provide, they are continuing their exploration into the many segments of Mobile that are still untapped in the U.S. marketplace (Europe, Asia and other parts of the Global community are far ahead of us in their adoption of Mobile technologies). Mobile commerce / Mobile payments is one of those untapped opportunities that is finally being explored by the major players in the financial industry. The story below details a study that is soon to be underway by Bank of America and Visa regarding consumers use of their Mobile devices for making purchase payments.
However, it should be noted that this technology is already available from a multitude of vendors in the U.S. and is being used by a number of U.S. based firms in some test markets – particularly in the fast-food industry.
Should your firm be interested in exploring the use of Mobile payments for your business, please contact us via our website, or email at Info@StrategicGrowthConcepts.com; we’ll be happy to arrange for you to work with the Mobile services vendors most appropriate for your business.
Christina Warren, Mashable
Soon, some New Yorkers will be able pay for their purchases with their smartphones rather than their credit cards.
Bank of America and Visa are working together to launch a new test program that will bring digital wallet capabilities to smartphones.
The program will start in New York in September and run through the end of the year. Visa is planning on rolling out a similar test program with US Bancorp in October.
Users in the test program will be given small chips to insert in their smartphones. These chips emit radio signals over very short distances and can communicate directly with point-of-sale systems in stores. By waving their smartphones near cash registers, users can automatically send payments and banking information.
This sort of technology has existed in Europe and Asia for the better part of a decade, but mobile-based purchases have yet to really take off in the U.S.
As smartphone and mobile usage continues to climb, however, it looks like U.S. consumers might finally join the revolution. In addition to the Bank of America/Visa program, AT&T, T-Mobile, Verizon and Discover Financial Services are also working together on a joint mobile payment system.
Startups like Square are also jumping into the mobile and micro-payments arena. Likewise, PayPal has been ramping up its mobile offerings. Both the iOS and Android versions of PayPal Mobile include Bump technology that allows users to easily transfer payments by waving or bumping their devices. In our discussions with PayPal, the company has also indicated that it is very interested in working with other partners to make it easier for businesses to collect payments using PayPal from mobile devices.
The author, Linda Daichendt, is Founder, CEO and Managing Consultant for Strategic Growth Concepts, a marketing / management consulting firm focused on start-up, small and mid-sized businesses. Areas of specialization include: Mobile Marketing, Social Media Marketing, and Virtual Events production. Linda is a recognized small business marketing expert with 20+ years of experience in a wide variety of industries.
Linda is available for consultation on Mobile Marketing and other topics, and can be contacted at Linda@StrategicGrowthConcepts.com. The company website can be viewed at www.StrategicGrowthConcepts.com . For more information on Mobile Marketing please visit the Mobile Marketing section of the Strategic Growth Concepts website.
Commit to the Use of Mobile Marketing Instead of ‘Testing’ It January 16, 2010Posted by StrategicGrowth in marketing strategies, mobile, Mobile Marketing, Strategic Growth Concepts.
Tags: advertising, Cory Treffiletti, marketing, marketing strategies, mobile advertising, mobile commerce, Mobile Marketing, mobile marketing technology, mobile media, mobile testing, mobile websites, Strategic Growth Concepts, text messaging
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Those of you who are regular readers of this blog know that we are very strong proponents of Mobile Marketing technology and incorporating that technology into your marketing mix. We also believe that 2010 is likely to be the ‘breakout year’ for Mobile Marketing, and that those who previously hadn’t even considered incorporating it into their marketing strategies will now become frequent users of the medium.
Given the dominant role that Mobile is likely to play in the marketing efforts of businesses large and small this year, we feel it is important that marketers have an understanding of the best approach to take and how it may best be applied within their firm’s marketing plans. Therefore, we felt it an excellent idea to share with you this essay by Cory Treffiletti which recently appeared in MediaPost’s ‘OnlineSpin’. We urge you to review Cory’s recommendations and consider how best to apply them to your firm.
Commit To Mobile Instead Of ‘Testing’
By Cory Treffiletti
Participating in the mobile landscape is like any relationship: to be effective, you have to know what you want going into it. You have to be willing to commit and to compromise in order to have success.
Mobile is growing in importance; the recent acquisitions by Google and Apple of mobile ad networks, as well as the recent announcement of the Google Nexus One, demonstrates that fact. The problem is that too many people come at it from the wrong perspective. Mobile is first and foremost a communications vehicle, and the smart marketers are the ones that are using it in that way. Mobile is built on apps and ads, but all these do is provide an easier means of expanding the communication between a brand and the consumer.
Mobile should be used as a support and extension vehicle for other media campaigns by embracing that communications role. It is not something to be planned in a vacuum, because it doesn’t perform well as a stand-alone effort. The ads in the mobile space are too small and un-engaging, and the applications that some companies develop are always an extension of an application from somewhere else. Customer service apps are an extension of traditional customer service. Mobile Web sites are a repurposing of existing content. No brand would begin with the mobile platform as its primary means of interacting with the consumer, because the reach and the experience are too limited. Mobile is rather a medium that is well used for continuing a conversation that was started somewhere else.
I get calls day in and day out from mobile providers that want us to spend money on their platform, but they are typically pitching first and listening second, which does a disservice to the mobile category because it is not building on the strength of the medium. Mobile is a means of extending the conversation and going beyond the browser, the printed page or the television commercial. By integrating a mobile component for follow-up, you can provide a measurement element for other campaigns. Text messaging can be used for additional information. Mobile search can be used to get information on the fly. Location-based services can provide similar efforts.
Even mobile ads that refer to a holistic campaign launched in another medium can reinforce messaging and convert consumers into consideration (especially when factored in with mobile offers that reach the consumer closer to the point of purchase). All of these elements provide follow-up that may not have existed before.
To do mobile right, you need to be proactive and plan out the goals for your campaign, and you need to integrate it into your entire effort. Don’t plan mobile as a “test” buy in your media plan, because it will be just like “testing” a relationship. If you don’t commit to a relationship, it can’t work. You can build a beautiful application but if you don’t promote it and integrate it into your overall effort, it will fail.
If you’re going to commit to a mobile integration in your efforts, be willing to compromise. You have to work within the parameters of where the industry is now, not plan for where it will be in a year. Your audience may not be at the forefront of technology yet — not ready for apps as advanced as you may want to try — but you have to respect them where they are (plus the industry changes so rapidly that you may not be correct on your bets). So reach out to your audience, get them interested, and then take them where you want to go.
And for the people selling mobile these days, please set your expectations properly. Yours is not a quick sell, because you need to sell into existing campaigns. Your ideas cannot be planned in a vacuum or you will not succeed. Be sure to do your homework and have a strategy from your side as well.
Strategic planning from both sides will lead to easier successes down the line. Don’t you agree?
Cory is president and managing partner for Catalyst SF. Contact him here.
Trade Show Mobile Marketing Strategy Leads to a “Jackpot” of Leads January 12, 2010Posted by StrategicGrowth in mobile, Mobile Marketing, Strategic Growth Concepts.
Tags: advertising, case studies, cellular phones, David Reed, iPod, marketing, mobile advertising, mobile commerce, mobile phones, ROI, small business, Strategic Growth Concepts, trade show leads, trade shows, VM Direct
As someone who blogs regularly on the topics of small business, marketing, using new technology in marketing and mobile marketing specifically, I am always on the lookout for examples of businesses that are using technology to great advantage in marketing their firms so our readers can learn from them. Recently, I came across an excellent example being used by David Reed of VM Direct that I wanted to share with you. David has taken the concept of trade show participation to the next level to insure that he maximizes the trade show ROI for his firm. Please read David’s story below and let us know in the comments if this or a similar idea might work for your firm.
Collect leads at trade shows like hitting a jackpot in Vegas.
I went to an auctioneers convention in Denver Colorado earlier this month. I set up my little booth along with everyone else. And I notice that they’re laying out their pens with their company logos on them. Or whatever vendor fodder they are trying to catch the consumer’s attention with. They are setting out their fish bowls to gather business cards. Or setting out their pad of paper so individuals can leave their information with them. Etc…Etc…Typical tradeshow stuff.
And I watch while the auctioneers take their pens, put their business cards in the fish bowls, and don’t talk to these people at all. Not a care in the world as to why they are there.
And then there is me. Promoting an internet marketing system. I had purchased 2 i-Pods to give away at 10 am and 2pm. No pens. No fish bowl. Just a sign that said be here at 10 am and 2 pm for your chance to win an i-Pod. Funny thing is that I probably spent less on those 2 i-Pods as they did on the pens and stuff they were giving away. So 10 am rolls around. I have my system set up. Every one is gathering around because WOW a FREE i-Pod. I pull out my sign that says, “TEXT (my keyword, leaving this out for this post) (your e-mail address) to 69302 for your chance to win an i-Pod.” I start the Jeapordy theme song on my laptop and told them “GO”. To see everyone scramble for their phones was quite humorous. My phone is going crazy because I get a TEXT everytime someone subscribes. My e-mail client is going crazy because I get an e-mail everytime someone subscribes. And they are getting my business card delivered to their inbox because that is the autoresponder I had set up. Those with smartphones are getting my autoresponse business card in their e-mail and accessing it right away. Was kind of mass chaos there for a moment until the theme song stopped. I already decided that the 12th person at 10 am was getting the i-Pod. So I look at my phone, count 12 down and called that individual’s name. They were totally amazed that the system was automated like that. Then they were interested in what I was selling. I spent the rest of the afternoon talking to customers and the other vendors that had set up shop for the day. Word got around and 2 pm was just as crazy.
I collected 198 leads that day. Sold 38 retail accounts. Continue to e-mail campaign the others. And didn’t have to go home with my fish bowl and manually input those contacts into my e-mail marketing system. All for the cost of 2 i-Pods.
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 email@example.com for a FREE initial consultation.
Mobile Marketing Now Aiding Non-profits in Fundraising August 5, 2009Posted by StrategicGrowth in mobile, Mobile Marketing, Strategic Growth Concepts, Web 2.0.
Tags: advertising, ASPCA, cellular phones, ecommerce, economy affect on non-profit fundraising, Haiti, marketing, mobile advertising, mobile commerce, Mobile Marketing, mobile phones, non-profit fundraising, QR codes, Red Cross, Restorre the Gulf, SMS, Strategic Growth Concepts
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Mobile Marketing strategies are now being put to work to help non-profit organizations provide information to their constituencies and also, to RECEIVE DONATIONS!
A recent article by Mobile Marketer Daily reviews a new Mobile Marketing campaign being implemented by the ASPCA (American Society for the Prevention of Cruelty to Animals). They will be utilizing mobile strategies to disseminate animal health tips, shelter locations, and to receive donations. Obviously, this new campaign will also assist them in increasing their database of those interested in animal issues so they may refer to them for future programs as well. They’re accomplishing a lot by the use of Mobile Marketing strategies, and setting the bar at a high level for those non-profits who are struggling because of today’s economic environment and want to follow in their footsteps.
If you would like to learn more about the ASPCA’s Mobile Marketing campaign to consider how your organization might apply similar strategies, click HERE to access the full article.
EDITOR’S ADDED NOTE: An additional example of Mobile Marketing being used for non-profit fundraising is the Red Cross campaign to raise funds for Haiti. SMS (text) messaging was the mobile vehicle utilized, and the Red Cross did a great job of integrating the mobile donation option into their entire marketing strategy – TV, print, social media, etc. Within 48 hours, $5 million dollars were raised, to-date, over $40 million has been raised for this effort – all in $10 increments via text messaging!
A more recent example was the ‘Restore the Gulf’ campaign implemented by non-profit organization in New Orleans. This campaign utilized a QR code which allowed supporters to access a video and online petition in support of the cause. This celebrity-supported effort has made national headlines due to the unique nature of the campaign; results are not yet available.
If you work for, or volunteer for, a non-profit and would like to explore the ways in which Mobile Marketing can be utilized to market your organization, we would be happy to assist you in developing a customized program to aid you in increasing donations and providing information to your constituencies. Please feel free to contact us via our website or via email at linda@StrategicGrowthConcepts.com to schedule a FREE initial consultation.
Tags: advertising, BlogTalkRadio, cellular phones, GPS targeted marketing, Linda Daichendt, marketing, mobile advertising, mobile commerce, Mobile Marketing, mobile phones, retail, ROI, small business, SMS, Strategic Growth Concepts, The Small Business MBA Show
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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 a 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!
Tags: advertising, Blackberry, Cartier, GPS targeted marketing, holiday advertising plans, holiday marketing plans, iPhone, mobile advertising, mobile commerce, Mobile Marketing, mobile phones, mobile website, Palm Pre, Polo Ralph Lauren, retail, ROI, short codes, small business, SMS, Strategic Growth Concepts, Target, Tiffany, Walmart
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.
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.
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.
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 firstname.lastname@example.org for a FREE initial consultation.
Hispanics Online: Young, Mobile and Bilingual July 3, 2009Posted by StrategicGrowth in Web 2.0.
Tags: cellular phones, hispanic demographic, internet marketing, marketing, mobile advertising, mobile commerce, Mobile Marketing, mobile phones, SMS, Strategic Growth Concepts, Web 2.0
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|The US Hispanic Internet population is growing—in numbers, broadband connections and time spent online. eMarketer estimates that this year there will be nearly 23 million Hispanics online, over 50% of the US Hispanic population.The Hispanics Online report analyzes the trends driving the growth of this young, mobile and vibrant population.
Hispanics make up 12.3% of the US Internet population in 2009, and will increase to 13.9% in 2013.
Like its offline counterpart, this group of Internet users is young—63% are under age 35—and mobile. Some 81% of Hispanics own a cellphone, and for 25% of these adults, their mobile is their primary phone. They use phone features, including Internet access, at higher rates than other mobile subscribers.
Many marketers and online publishers are creating campaigns and Websites in English and Spanish, to reach an audience that switches between languages and cultures.
Tags: advertising, marketing, mobile advertising, mobile commerce, Mobile Marketing, mobile phones, small business, Strategic Growth Concepts
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 email@example.com for a FREE initial consultation.
David’s Bridal Takes Prom Dreams Mobile
Brian Quinton, June 10th, 2009
I’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
The 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 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.
A 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
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
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.
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.
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.”
Please complete our Mobile Marketing Survey June 20, 2009Posted by StrategicGrowth in mobile, Mobile Marketing, Strategic Growth Concepts.
Tags: advertising, marketing, mobile advertising, mobile commerce, Mobile Marketing, small business, Strategic Growth Concepts
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Tags: advertising, cellular phones, Click-to-call, ColorSnap, Gillette, Google search, GPS targeted marketing, Guiness, handhelds, Heineken, iPhone, Lion King, Mandalay Bay Hotel, marketing, MMS, mobile advertising, mobile channel, mobile commerce, mobile coupon, Mobile Marketing, mobile phones, mobile site, Mobile Site Survey, P&G, Randalls, ROI, Safeway, Sherwin-Williams, short code, small business, small business owners, SMS, Strategic Growth Concepts, Town Square Mall, Victoria's Secret, Whole Foods
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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
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’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 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.
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.”
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.
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.
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.”
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.
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.
“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.
By Giselle Tsirulnik; June 10, 2009
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.
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 firstname.lastname@example.org.
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 email@example.com