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Social Media Revolution 2011 June 8, 2011

Posted by StrategicGrowth in Social Media.
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I’m often asked about the impact of social media on a business, on an industry, and what changes it’s making in how business is conducted.  As most of you know, quantifying ROI in social media is not yet an exact science as marketers are used to with radio ratings, tv ratings, etc.  However, I recently ran across this video by @EKutsko and @equalman (in social media, of course!) that I thought did an excellent job of explaining the value and putting it in perspective in a way everyone can understand. It also provides some excellent social media statistics that I believe you will find of value.

Twitter Soon to Provide Detailed Analytics – Hurray! November 19, 2010

Posted by StrategicGrowth in Social Media, Twitter, Web 2.0.
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Great news recently announced by Twitter for all of you trying to effectively measure the ROI of your social media.  Twitter’s new Analytics Tool is detailed quite well by Diana Freeman of Hubspot with graphics by Mashable.  See below.

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by Diana Freeman, Hubspot

Want to be able to measure your Twitter ROI? Would you like to see how many clicks, retweets, replies, and faves your tweets have received? Soon you’ll be able to, right on Twitter.

Twitter has started inviting a select group of users to test their new Twitter Analytics dashboard. Users will be able to see all sorts of data about their account, such as which tweets are most successful, which tweets caused people to unfollow them, and who their most influential retweeters are.

How Twitter Analytics Dashboard is broken down: 

Timeline Activity

This view lets you see your tweets broken down by filters defined as Best, Good, and All, and see which of your tweets gained the most traction in terms of retweets, replies, and faves. 

Twitter Analytics Timeline

Promoted Tweets

 This view measures the ROI of all your promoted tweets, with detailed stats such as impressions, clicks, retweets, and replies over time. 

Twitter Analytics Dashboard

Screenshots are via Mashable.

Twitter hasn’t yet specified when they’ll be rolling out Twitter Analytics to all Twitter users. Although the analytics feature is expected to roll out by the end of 2010, Evan Williams did not elaborate on the official analytics product at the Web 2.0 Summit in San Francisco. 

Mobile Marketing – What’s All the Hype About? April 10, 2010

Posted by StrategicGrowth in mobile, mobile coupons, Mobile Marketing, Strategic Growth Concepts.
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You’re hearing it a lot lately – on Facebook, Twitter, national business publications, and even in daily news media – Mobile Marketing is becoming THE way to advertise; it’s often touted as the best direct marketing method available today.  So now you’re wondering – “What exactly is mobile marketing?  Are they right? Should my business be using it?  Is it really as effective as they say it is?  Will my customers want to receive mobile messages?  Can I afford mobile marketing?  Where do I begin?”

So let’s answer those questions!

First, what exactly is mobile marketing? 

According to the Mobile Marketing Association, “Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

And that communication and engagement is being implemented by marketers from the smallest ‘mom & pop shop’ to the largest multi-national corporations.  As the traditional marketing channels suffer various levels of decline, mobile marketing is experiencing triple-digit growth annually.

According to Jeff Hayzlett, Chief Marketing Officer / Vice-President, Eastman Kodak Company, mobile phones are “the most direct and personal of all media channels these days… They enable us to remain connected 24/7. No need to log onto the Internet or roam around town looking for a hot spot. Mobile devices are always hot. A marketer’s dream is to engage in meaningful two-way conversations with people who are truly interested in their brand, and mobile gives you that direct line of communication — constantly.

There are various types of mobile marketing, including:

  • SMS (short message service)
    • Also known as ‘texting’
  • MMS (multi-media message service)
    • Messages that contain multi-media objects such as images, video and audio
  • Mobile Web Applications 
    • Browser-based web services such as the World Wide Web using a mobile device
    • Utilizes WAP (Wireless Application Protocol) – an open, global specification that empowers mobile users with wireless devices to easily access and interact with information and services instantly
  • Bluetooth (short-range wireless technology; up to approx. 33 ft)
    • Also known as proximity marketing
    • The localized wireless distribution of advertising content associated with a particular place.  In other words, if you have a cell phone in the proximity of a marketing broadcast, you would be able to receive a message or advertisement
  • Location-Based Marketing
    • Delivers multi-media directly to the user of a mobile device dependent upon their location via GPS technology
  • QR Codes (quick-response barcodes)
    • Two-dimensional barcode
  • Voice
    • IVR (Interactive Voice Response)
      • a technology that automates interactions with telephone callers
    • Voice broadcasting calls numbers from a computer managed list and plays a pre-recorded message to the call recipient or answering machine
    • Pay-per-Call
    • ADC (Abbreviated Dialing Codes) dial the code to access voice content
  • Mobile Banner Ads
  • Mobile Website
    • A Mobile-optimized version of an Internet website providing an easy way for consumers to learn about your company ‘on-the-go’.

Next, Are they right, should your business be using Mobile Marketing?  Is it really as effective as they say it is?

According to the Director of Research at Nielsen Mobile, “People look at every text message they get”, and 97% of them do so within 15 minutes.  Can you think of any other advertising medium where you are almost guaranteed that every person targeted will see your message?

Kodak’s Hayzlett says, “Mobile marketing is quickly growing beyond the experimental and is showing tangible results. Two examples are Barack Obama’s unprecedented mobilization of supporters during his presidential campaign, and the incredibly successful American Idol reality show, where over 20 million mobile users text their votes each week.”  

An additional recent example of mobile’s results is the spectacular fundraising efforts for Haiti which were driven by mobile donations.  Almost $5 million dollars was raised in less than 48 hours via text message contributions, and to-date, more than $30 million has been raised via mobile.

Some industry statistics may help to clarify the effectiveness of Mobile Marketing for you:

  • According to industry estimates, by 2013 the U.S. will top 100% per capita penetration of mobile phone use
  • SMS is typically read within an average of 15 minutes after receipt, and responded to within 60 minutes
  • While 65% of e-mail is spam, less than 10% of SMS (texting) is spam
  • A survey of 2,400 moms reveals that the single most important tech gadget in their lives is the cell phone
  • A Nielsen study indicates more than half of mobile data subscribers (51%) who saw a mobile ad responded to it by sending a text-message, clicking on it, or calling a specific number.
  • In analyzing the mobile audience, Nielsen found that teens were the most likely to recall seeing some type of mobile ad (46%) compared to 29% of users overall.  Asian-Americans and African-Americans were among other demographic groups with high recall rates, at 42% and 40%, respectively.
  • 88% of all mobile subscribers have a text enabled phone. 51% have received SMS marketing messages, and 25% have opted in to marketing messaging from a brand.
  • 14% said they are already open to mobile advertising so long as it is relevant to their interests

Will my customers want to receive mobile messages?

A new survey published by Compete.com indicates smartphone owners are very receptive to mobile coupons.  The survey, which looked at the time of day most smartphone owners use their devices, as well as what mobile advertising concepts they’re most interested in, found that usage during commutes to work and while watching TV were the highest by far.

To find out their receptiveness, the survey asked smartphone owners how interested they were in receiving various types of mobile advertising.  The results were quite interesting, indicating consumers were most interested in receiving grocery coupons (36%), scanable barcodes (29%), offers to save and pursue at leisure (26%), movie theater offers (26%) and promotion/coupon ads (21%) via SMS (text) when passing by a retailer.*

Can I afford mobile marketing?

Absolutely!  Mobile marketing is an extremely cost-effective medium to use with an exceptional return-on-investment.  While some firms have achieved an ROI as high as 54% or 62%, typical results range between 7 – 15%; still quite high as compared with more traditional media such as Direct Mail which typically attains a 2 – 3% ROI.

And now, Mobile Marketing is very accessible for even the smallest of firms.  Small business owners can implement their own unlimited mobile advertising campaigns – within minutes – for as little as $25 per month, through a service now being offered by Strategic Growth Concepts – and, no contracts required!

Where do I begin?

If you would like to learn more about Mobile, please TEXT the word STRATEGIC to 244326.  This will opt you in to Strategic’s Mobile Club, and notify us to schedule you for a FREE demonstration.  Members of our Mobile Club will be eligible for future special offers, and will receive tips on using Mobile Marketing to benefit your business.  If you prefer not to join the Mobile Club but would still like to receive the FREE demonstration, you can contact us directly at info@StrategicGrowthConcepts.com.

Sources: Babycenter.com, March 2008; Experian via Mobile Marketing Watch, Nielsen: Improved Recall, Comfort With Mobile Ads Study; Luth Research June 2009; *Smartphone Owners Want Mobile Coupons, Mobile Marketing Watch

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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.

The author, Linda Daichendt, is Founder, CEO and Managing Consultant at Strategic Growth Concepts, a consulting and training firm specializing in start-up, small and mid-sized businesses. She is a recognized small business expert with 20+ years experience in providing Marketing, Operations, HR, and Strategic planning services to start-up, small and mid-sized businesses. Linda can be contacted at linda@strategicgrowthconcepts.com and the company website can be viewed at www.strategicgrowthconcepts.com.

Strategic Growth Concepts Makes Text Messaging Available to Small Businesses April 4, 2010

Posted by StrategicGrowth in Mobile Marketing, Strategic Growth Concepts.
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Mobile Marketing achieves exceptional ROI and generates substantial incremental revenue

Small business owners can now implement their own unlimited mobile advertising campaigns – within minutes – for as little as $25 per month, through a service now being offered by Strategic Growth Concepts.

As part of our continuing effort to provide our clients with the latest technologies available to enable their marketing efforts, Strategic Growth Concepts has become a Certified Mobile Solutions Provider with a national text marketing solution.

Now, businesses such as:

  • retail stores
  • restaurants/cafes/fast food retailers
  • health clubs
  • salons
  • physicians
  • dentists
  • veterinarians
  • consumer service businesses
  • nightclubs
  • realtors
  • banks
  • consumer media (radio/TV/newspaper)
  • B2B firms
  • and many more

can utilize mobile marketing campaigns to communicate with consumers about:

  • appointment reminders
  • cancellation notices
  • reservations
  • take-out orders
  • scheduling appointments
  • daily specials
  • inventory close-outs
  • special order arrivals
  • expected arrival times
  • event notices
  • information requests
  • contest entries
  • surveys
  • new product announcements
  • changes in operating hours
  • and much, much more!

We’re very happy to make this service available to small businesses so they can now take control of their marketing and get large results with a small monthly investment and very little time.   And, no contracts required!

Until April 15th, Strategic is offering a 50% discount to businesses that sign up to utilize our text messaging services.  To obtain a FREE mobile marketing demonstration and learn how your firm can receive a 50% discount on getting started, please read our complete news release.

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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.

The author, Linda Daichendt, is Founder, CEO and Managing Consultant at Strategic Growth Concepts, a consulting and training firm specializing in start-up, small and mid-sized businesses. She is a recognized small business expert with 20+ years experience in providing Marketing, Operations, HR, and Strategic planning services to start-up, small and mid-sized businesses. Linda can be contacted at linda@strategicgrowthconcepts.com and the company website can be viewed at www.strategicgrowthconcepts.com.

Trade Show Mobile Marketing Strategy Leads to a “Jackpot” of Leads January 12, 2010

Posted by StrategicGrowth in mobile, Mobile Marketing, Strategic Growth Concepts.
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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.

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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.

Mogreet Debuts First-Ever Mobile Video Marketing Platform Across All Top U.S. Carriers November 4, 2009

Posted by StrategicGrowth in mobile, Mobile Marketing, Strategic Growth Concepts, Video Marketing, Web 2.0.
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Hundreds of Millions of Americans Can Now Receive Targeted Mogreet Video MMS Messages From Marketers On Everyday Flip Phones or the Latest Smartphones, Including iPhone, Blackberry, Android and Palm Pre

By: PR Newswire Nov. 4, 2009

Mogreet, the company behind the world’s first mobile video messaging platform, today announced the debut of its game-changing mobile marketing solution, the Mogreet Mobile Video Marketing Platform. Mogreet’s platform can deliver short format videos to more than 200 million U.S. mobile devices, while measuring the effectiveness and ROI of each campaign in real-time.

Mogreet clients routinely experience open rates, video views and click-through rates 15 to 25 times higher than other forms of advertising media. And by virtue of the fact that mobile customers react to text messages in 20 seconds on average — versus hours or days for email — brands see results almost instantly. Marketers also benefit from the inherent virality of Mogreet Mobile Video Marketing, as mobile messages can simply and easily be shared amongst friends, which can result in 5 to 10 times additional reach.

“It’s 1993 all over again … only this time, rather than email, the race is on to harness mobile to build a direct relationship with the end consumer,” commented James Citron, CEO, Mogreet. “The ability to deliver your message in video to just about every mobile phone in the U.S., and not just smart phones with Internet plans, means marketers are not forced to sacrifice reach when they add mobile to their marketing mix.”

“Over 150 million U.S. consumers do not own a smartphone, and most have never seen a video on their mobile phone. With Mogreet, we have designed a way to reach these consumers and enable brands to communicate in rich, engaging media, creating an iPhone-like experience across all major cell networks and phones, ” explained Jay Goss, Senior Vice President of Sales and Marketing, Mogreet.

Mogreet is expanding marketers’ reach by harnessing the power of over four-billion text messages sent each day in the United States from consumers of all ages, including adults 35-44 who now send more texts than place calls. Mogreet’s platform has been utilized by leading brands in numerous verticals from hospitality — including the launch of a sixty-property line of hip hotels — to apparel, retail and entertainment, with four #1 box office film releases.

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!

Mobile Marketing is Topic for Radio Guest Appearance by Strategic Growth Concepts CEO July 22, 2009

Posted by StrategicGrowth in mobile, Mobile Marketing, Strategic Growth Concepts.
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BlogTalkRadio graphicGiven the precarious state of today’s economy, small businesses are on ‘high alert’ for new ways of increasing revenue. While recent technology advances provide a variety of methodologies that can be useful in achieving this goal, there is one that has only recently come to the forefront of marketer’s awareness – Mobile Marketing. This will be topic of discussion during Strategic Growth Concepts CEO, Linda Daichendt’s upcoming guest appearance on the ‘Small Business MBA Show’ on BlogTalkRadio. This show will broadcast live on Friday, July 31, 2009 at 2:30 p.m. EDT. Click HERE to learn the details about the program – and some interesting information about Mobile Marketing.

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.

Top 5 Twitter Analytical Tools July 9, 2009

Posted by StrategicGrowth in Social Media, Strategic Growth Concepts, Twitter, Web 2.0.
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8 comments

As every marketer knows, if a marketing strategy is worth implementing, it’s worth measuring.  That includes social media strategies in spite of the fact that there is currently no cost involved in utilizing them.  It is still to your benefit to analyze the exposure that they are providing to your firm.  To help you in this endeavor, here is an excellent article that provides access to very useful tools to help you evaluate your company’s use of Twitter.  Check them out for yourself; you might be surprised at all the information they can provide you!

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by Ron Calleri, InventorSpot.com

What kind of footprint have you made in the Twitterverse? Do you know your Twitter ROI, your Twitter influence or stats that determine your Twitter psychographics? In the social media world, this data is becoming easier and easier to access as new analytical tools become available… and now you can track it.

Twitter Analysis Tools graphicBecoming more and more significant, social networking analytics will be used by companies to determine what type of consumer you are, and by prospective employees to consider you for hire. As a modernized version of the Kevin Bacon paradigm, social media has reduced our ‘connectivity to others’ from 6 to 3 degrees.

Most Twitter users are seeking exposure. Whether that reach is to sell a product or oneself, it’s up to the user. How they perform on Twitter to meet that goal will determine brand advocacy. The ones that work to perfect relationships and loyalty will thrive, while those that fall short of this goal tend to lose interest and drop off. One needs to know the value of the Twitter resource and the investment of time that is required to become a successful member of the Twitterverse.  

Similar to our every day lives, if one focuses on creating value, building transparency and becoming  authentic, the greater chance one has in making an impact on Twitter. I relate these personality traits to our newly elected president Barack Obama. He embodies these characteristics and could be the reason he was elected to highest office in the land  (also see previous blog that discusses Obama’s use of social networking)

So social networking analytics are the tools to both qualify and quantify our worth. Here, I have selected what I feel are the top five analytical tools that are available to us today. They will help us determine various aspects of our Twitter make-ups. Not totally perfected and some are still in beta format, I suggest you explore these tools to best analyze your brand and the value and reach of your tweets.

1) TwitterAnalyzer    
TwitterAnalyzer is one of the most comprehensive Twitter analyzer toolsTwitter Analyzer graphic out there. It tracks followers who are online when you are, number of readers that have been exposed to your message, your tweet habits, who is retweeting your updates, twitter follow statistics, growth rates, conversations being made about you, the size of your audience and your followers’ demographics. It will let you research the way your fellow tweeps behave. It will surface which messages they answer and which ones they paid attention to, drilling down to their occupations and which users and are in your line of work.

2) TwInfluence
TwInfluence is a  tool for measuring the combined influence of your Twitter account and followers, and then assessing your reach through the quality of Twinfluence graphicyour followers. Since all users and all followers are not created equal, this analysis will determine the “horizon of communication” that extends beyond your own direct contacts. This is demonstrated whenever somebody “retweets” your message and its influence begins to create ripple effect throughout the Twitterverse. TwInfluence uncovers one’s reach, elocity and social capital, and its worth the time to spend with this tool to learn how these components interact.

3) TweetStats
TweetStats will graph your total tweets by the month, by the day, and by the hour. It also tells you your number of @replies and which interface you used to Twitter your tweets. By calculating the volume of your tweets andTweetstats graphic retweets it quantifies your tweet density. Most people who say they get no value from Twitter should first look at their usage and consistency to realistically evaluate what they have invested in Twitter before they consider the results. This tool also allows you to spy on others or those that have amassed Twitterati fame, as long as you know their Twitter handle.

4) Twitter Grader
Twitter Grader graphicTwitter Grader is another third party app which calculates a grade for a particular twitter on a scale of 0-100. It will show you your ranking in your city, state, and country. It will also show you active and influential Twitter users that you may want to follow. The Tweet Cloud indicates the frequent user words in your Tweets with the most commonly used in larger print. This is very beneficial because its a quick overview of your content.In addition to the TwitterGrader, Hubspot also has a Facebook Grader, Website Grader and Press Release Grader that you should check out as well, if those stats are important to you.

5) TweetPsych
Still in Beta, TweetPsych is a work in progress. Its purpose is to build a psychological profile of a person based on the content of their Tweets. It compares the content of a user’s Tweets to a baseline reading that was built by analyzing an ever-expanding group of over 1.5 million random Tweets, and then highlighting areas where the user stands out. Dan Zarella,the developer behind TweetsPsych continues to expand his set of psychologicalTweetpsych graphic definitions, while also refining the system and its algorithm to better analyze Twitter-specific content.

Dan feels TweetPsych has great potential in matching like-minded users to identifying users that exhibit certain useful or desirable traits. He is asking users to provide him with feedback to improve the system and the technology and take TweetPsych to the next level. Check it out and report back to Dan.

Since all of these tools are free, I suggest taking them all out for a test drive to determine which ones work the best for you. In helping you qualify and quantify your Twitter efforts you can better define your goals. Sometimes, we get so caught up in what we are getting out of something that we often forget to look at we are putting into it. Are you worth following, do you create value for your Twitter followers? Are you an observer or an active participant that is part of a collaborative community? All these questions and more can be better assessed with the assistance of some or all of these tools.

If you honestly look at what you are investing in Twitter and continue to apply an analytical eye, you will slowly begin to benefit from the output and the fruits of your labor.

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.

Tweeting for profit; Smart entrepreneurs are now doing deals in 140 characters or less on Twitter. June 27, 2009

Posted by StrategicGrowth in Social Media, Strategic Growth Concepts, Twitter.
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By Jennifer Alsever, CNNMoney.com / Fortune Small Business, June 15, 2009

Always on the lookout for examples of small businesses making effective and profitable use of the valuable social media tools available today, we were very pleased to find this excellent article from CNNMoney.com / Fortune Small Business about several small businesses that have identified productive methods of utilizing Twitter to increase revenue.  It bears noting that each of these companies understood the need to make an investment of their time in building up relationships on Twitter, and that after having invested that time consistently, they were able to identify opportunities to achieve product sales on a continuing basis at what they consider to be an excellent ROI (the investment being the value of their time).

Reading this article should provide you with ideas for ways in which their strategies might be applied to your specific business, but if you need assistance in this area, we’re here to help.  Please feel free to contact Strategic Growth Concepts via our website or via email at info@StrategicGrowthConcepts.com for assistance in developing marketing strategies to grow your business utilizing social media strategies.

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A year ago Kris Drey couldn’t care less about Twitter.

With 13 years of Web site experience, Drey is no technophobe. He serves as vice president of product marketing at Fliqz, an online video-hosting service with 20 employees in Emeryville, Calif. But when he first skimmed Twitter, the popular micromessaging service launched in 2007, Drey saw a lot of mindless chatter and very little that seemed useful to a video business.

Still, with the economy taking a dive, Drey persisted. He was looking for ways to spread the word about Fliqz without spending any more of his maxed-out $15,000 marketing budget. Not only was Twitter the fastest-growing social media service around — its user base grew by a whopping 1,841% in 2008, to 14 million — but it also wouldn’t cost him a dime.

“The only overhead is your time,” says Drey, 40. “You need to pay attention.”

bird2_03He did just that. Drey started posting three or four updates a day as @Fliqz (all Twitter IDs start with “@”) and subscribed to (or “followed”) the 140-character updates (or “tweets”) of anyone he could find who seemed interested in the online video industry, even if the person was just posting links to stories on blogs. One Saturday afternoon Drey spotted a Twitter post from a Fliqz customer who was having trouble encoding video. After exchanging a couple of tweets with him, Drey called the customer on the phone, figured out that the guy had a corrupted file and fixed the problem. The customer posted a tweet of happy surprise.

 

 

Talk back: Are you on Twitter yet?

Fast-forward a few months, and @Fliqz now boasts 1,358 followers. Thanks to Twitter, Drey snagged 21 new sales leads, and Twitter also helped him seal one $6,000-a-year contract. Fliqz signs or renews up to 30 deals a month, so the company is hardly tweeting its way to massive growth. But it’s not too shabby a return for a free tool. Drey estimates that he spends eight hours a week on Twitter, or the equivalent of 2% of his marketing budget every year.

Call this the year business invaded Twitter. The service — which can be used on any cell phone or computer — has been a hit almost since its inception, with celebrities as diverse as Richard Branson and Britney Spears using it to tout their appearances and correspond with fans. But in the past year, @Comcast has set up what has effectively become a help desk on Twitter, while @JetBlue (JBLU), @Zappos, @WholeFoods (WFMI, Fortune 500) and @Starbucks (SBUX, Fortune 500) interact with hundreds of thousands of their followers.

“It’s the most conversational medium in the world,” says Jackie Huba, an online marketing consultant, blogger and co-author of the book Citizen Marketers. “It’s immediate, public and searchable. It’s never been easier to know what your customers and your prospects are saying about you.”

A handful of small retail stores rave about their success on Twitter. In Wichita, tea company 52Teas (@52Teas) has more than doubled its sales of handcrafted teas of the week since it started tweeting. The company has 3,403 users following its weekly announcements of new blends.

“In 2007 we shipped one or two packages every two to three weeks,” says Frank Horbelt, 38, founder of 52Teas. “Now we ship 52 packages a week.”

In San Francisco, Mission Pie bakery (@missionpie) sends tempting tweets about its seasonal organic pies. “If there’s a special and I tweet about it, it’s pretty common that we sell out,” says Ashleigh Cole, operations manager at the 14-employee bakery.

Of course, these are the outliers. Twitter has plenty of potential to be misused. For one thing, you get to sign up with any name you want that hasn’t already been taken. This can lead to confusion: A search for “Starbucks” reveals 16 Twitter users with that word in their IDs, such as @starbucksgeek and @starbucksgal. The coffee giant owns only @Starbucks, but Twitter has no way of telling you that. In theory, a competitor could use your name and post harmful messages from that account. You could sue, of course, but Twitter is a legally untested arena.

Such business-name theft hasn’t happened yet, and Twitter co-founder Biz Stone says one of his product managers is looking into setting up some kind of account-verification service.

“We’re hearing stories about these businesses using Twitter that are so inspiring, and we want to figure out how we can help more,” Stone says. One of his favorites concerns is Kogi Korean BBQ (@kogibbq) in Los Angeles, which sends updates to its 2,100 followers telling them where its taco truck will go next, prompting customers to line up before the van arrives.

Another problem: There aren’t many sophisticated ways to filter the increasing Twitter chatter, and the service can become a major time-suck. When Drey did his searches for “online video,” he had to spend hours crawling through tweets from teenagers about funny YouTube videos — not exactly his client base.

“You will waste a lot of time if you go about it haphazardly,” says Brent Arslaner, vice president of marketing at Unisfair, a virtual events company in Menlo Park, Calif. After hearing that friends and colleagues spent hours on the site, Arslaner limited his Twitter usage to a maximum of 30 minutes a day. He followed relevant industry peers and did searches for anyone mentioning Unisfair — and for tweets that might lead to new business, such as “event canceled.”

Even with that small an investment of time, Arslaner found 160 key analysts, partners, prospective clients, bloggers and other industry influencers. On Twitter he also came across a prospective customer who was asking the network for references on Unisfair. Arslaner responded immediately with a list of references, and his sales team closed the deal.

Tweeting too aggressively is a surefire way to become a Twitter reject. Use the service as an advertising channel or a newswire for press releases, says Huba, and you’ll blow your chances with a lot of users — who won’t even tell you it’s a problem. “There’s not a huge revolt, but people will stop following you,” she says. Your pitches may ultimately be heard by no one.

Other caveats from experts: Be responsive, especially to users who send you private “direct” messages. Be yourself, but as with any other business communication, be careful what you say. Some users have software such as Tweetdeck that download tweets, so there’s a permanent record of your ill-advised joke even if you delete it. Be timely and relevant, and cyberspace will reward you.

“Always bring massive value to the conversation,” says Joel Comm, author of Twitter Power: How to Dominate Your Market One Tweet at a Time. “Good things will come back at you.”

bird_03Erik Oberholtzer, a co-owner of Tender Greens restaurant in Los Angeles, got his good karma in March when he tweeted about construction delays at his new West Hollywood location. The city would not sign off on the building because of technicalities involving flushless toilets. A few tweets later, one follower called his uncle, who works in the health department. The pressure worked, and Tender Greens opened the next month.

“Twitter creates this culture that can extend way beyond your store,” says Oberholtzer, 40. “It’s really powerful.”

Mobile Marketing Drives Customer Loyalty; and Now is Working in the Shopping Mall Industry June 18, 2009

Posted by StrategicGrowth in email marketing, mobile, Mobile Marketing, Social Media, Strategic Growth Concepts.
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As someone who spent many years in shopping mall management and marketing, I still have a keen awareness of strategies which drive consumer traffic and behavior in the shopping center environment.  As with retail in general, the name of the game is consumer loyalty, and malls have been utilizing email and membership card-based loyalty programs for years.  But now, mobile technology has provided a new spin on the shopping mall loyalty program and General Growth is the first national shopping center development/management firm to debut this cutting edge technology on a national basis.

The article below details the the new General Growth program and the strategy behind it.  For small businesses reading this article, these same strategies could be employed on a smaller scale to develop your own customer loyalty program to increase sales.  Further, this type of program can be enhanced by the integration of supplemental Social Media strategies to encourage interactivity between the members of the loyalty program and the organization.  The more “connected” the members of the group are with each other and with ‘the brand”, the more likely they are to be loyal customers and frequent users of “the brand”.

I encourage you to read the article and consider ways in which these ideas might be applied to your business.  Should you be interested in learning more about mobile marketing and/or social media and how these tools can help grow your business, please review the mobile section of our website, mobile marketing and social media articles within this blog, or contact us directly via the website or email at info@strategicgrowthconcepts.com for a FREE initial consultation.

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Nation’s No. 2 mall owner turns to SMS for retail traffic

By Mickey Alam Khan, Mobile Marketer Daily, June 18, 2009

General Growth PropertiesMobile finds place to blossom in Oakbrook mall outside Chicago

General Growth Properties, the nation’s No. 2 mall owner, has introduced what it claims is the nation’s first national mall-based mobile advertising network.

Working with mobile marketing firm Mobisix, the troubled mall giant has extended its email-based The Club program to include The Club Mobile, an alerts service that relies on SMS. General Growth’s marquee properties include Water Tower Place in Chicago, Fashion Show at Tyson’s Galleria outside Washington and South Street Seaport in New York.

“This program is also unique in that it is driven by consumer-controlled preferences and data and analytics decisions to ensure consumers receive only the most relevant offers, and according to their opt-in rules they establish,” said Michael Foschetti, managing director of Mobisix, Charlotte, NC.

Consumers who sign up online with mobile number and other preference data at http://www.theclubmobile.com will receive discounts and offers via regularly scheduled text messages. Those who sign up stand a chance to win a $1,000 shopping spree.

The goal of this loyalty program is to incentivize registered consumers and drive foot traffic to the more than 200 regional shopping malls with 24,000-plus retail stores that Chicago-based General Growth owns or manages in 44 states nationwide.

General Growth PropertiesDon’t discount mobile

Mobisix’s messaging platform powers The Club Mobile, delivering targeted, personal offers based on consumer-controlled preferences, data and analytics.

Here is what Mr. Foschetti had to say about The Club Mobile and mobile’s growing potential in driving retail traffic during these tough economic times:  

What’s the thinking behind The Club Mobile?
The Club mobile is an innovative new-media platform for retail brands to target specific audiences with highly relevant messages and drive store traffic. 

General Growth PropertiesWill mobile book returns for General Growth’s Jordan Creek mall in Des Moines, IA?

In these economic times, the more innovative ways we can use technology to inform the consumer of events and sales while utilizing the club the better.

The Club is a strategic extension of General Growth’s email marketing platform, The Club, and offers the similar value to on-the-go consumers and consumers that prefer to receive opt-in messages to their mobile phones versus email.

Who is the target?
Early adopters of The Club Mobile cross all demographic groups and comprise age groups 13-65.

Both male and female audiences have expressed significant interest and are representative of our subscriber base. Retail brands across categories will express an interest in learning more about the database.

Can we be sure it’s the nation’s first mall-based mobile ad network?
There are several SMS services out there within the retail space, but none to our knowledge that were launched on a nationwide basis among so many malls all at once.

This program is also unique in that it is driven by consumer-controlled preferences and data and analytics decisions to ensure consumers receive only the most relevant offers, and according to their opt-in rules they establish.

This program is larger than just one brand. It is a media network that many brands can choose to participate in based upon their unique marketing needs from national to local.

Why text messages to mall-goers? Any research backing receptivity to such messages?
Retail has always strived to find channels to get one-on-one with customers.

It’s also an industry that stands to really benefit from strategic applications, and on a larger, more macro scale, of mobile marketing.

Getting an offer in the consumer’s hands in that last mile to the sale and getting them in-store is happening today across the mobile and retail spectrum, and in highly successful ways.

Many brands are seeing success with mobile, but in some cases just cannot grow their lists large enough to really move the needle.

The Club Mobile, for retail brands, will really complement the brands’ existing mobile marketing programs and add another layer of micro-targeted activity to the mix.

Significant research was tapped to gauge consumer receptivity to mobile marketing messages within retail, and as long as consumers are in control – how often they get messages, what types of messages they receive and easy opt-out process – very positive feedback was found.

The Mobile Marketing Association’s research indicates approximately one in 10 U.S. consumers are highly interested in mobile marketing, and that is underscored among youth audiences and related to offers and coupons. Both play strongly to General Growth’s program.

When will those who register to The Club Mobile get the text offers?
The maximum number of offers that a consumer will receive is eight per month, or two times per week.

Can mobile help mall retailers? What can mobile offer that other channels don’t?
Yes, we believe it can enhance retailers’ existing mobile marketing efforts and more.

Mobile provides a powerful and efficient one-on-one communication channel for retailers to reach a specified customer base.

Mobile experiences incredibly high open and read rates that result in significant response rates. It also enables retail brands to continue to adapt for efficient and green marketing practices – accountable to ROI and the environment.

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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1 comment so far

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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