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

Posted by StrategicGrowth in local marketing strategies, marketing strategies, mobile, mobile coupons, Mobile Marketing, Strategic Growth Concepts.
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6 comments

Part IV – Using Mobile for Local Business Development

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Mobile Integrated Into Marketing Strategy = Success & Increased Revenue, Part II May 16, 2010

Posted by StrategicGrowth in marketing strategies, mobile, mobile coupons, Mobile Marketing, Social Media, Strategic Growth Concepts.
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6 comments

Part II – Low-Cost / No-Cost Methods of Mobile Marketing

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

In Part II of our series we’re going to discuss a variety of low-cost or no-cost methods of Mobile Marketing that a small business can utilize to promote their firm.  So let’s look at some ways a small business without a substantial budget can incorporate Mobile Marketing into their existing marketing strategy:

  1. Local Business Listings – These are the free yellow page listings by Google, Yahoo, Microsoft and many other directories; and these directories are the resource that consumers will use to find your business – particularly when they are ‘on the road’ and searching on their mobile device. There are over 60 local business listing websites on the Internet in five different categories. They include the search engines, social communities, 411 websites (aka yellow page type websites), GPS websites and the age old business directory.  Most of them are free but need to be ‘claimed’ by your company in order to insure they contain accurate information that drives customers to your business.  Failure to ‘claim’ your listing may mean that inaccurate information about your firm is posted to them from other sources, or that someone else may hijack your listing for unscrupulous purposes.  To effectively ‘claim’ your listings can be extremely time-consuming and tedious, therefore, an alternative option is our Local Business Listings Management Service which can handle this task for you.
  2. Google Mobile Coupons – Google is just one of the search engine directories where your business should be listed to insure it will be found via Internet or Mobile search, however, Google offers a distinctive advantage.  For over a year now Google has been offering all businesses with a Google Local Business Listing the ability to include Mobile Coupons as part of their listing.  The Mobile Coupon tool is FREE to use, and you can include multiple coupons with your listing.  Then when your firm comes up in the search listings, potential customers will also see your Coupon.  It could be just the advantage you need to make them pick your company over your competitor’s!
  3. Social Media – many of the most prominent social media sites now allow members to access them via their mobile phones, in fact, Facebook which boasts 400 million users, recently publicized statistics which indicate that more than 100 million of those users are using mobile phones to manage their account.  This means if your firm already has a presence on social media, that you are likely already benefitting from Mobile Marketing without taking any additional actions.  However, if you’re not yet participating in social media, then it’s time to get on board!  If you would like to learn how social media can work for your firm and help to increase your Mobile Marketing presence, or if you would like assistance in developing and managing a social media program, please go to the social media section of our website.
  4. SMS Messaging (text messaging) – According to the Director of Research at Nielsen Mobile, “People look at every text message they get”, and they do so within 15 minutes; in fact, studies show that 97% of cell service subscribers read any text messages they get within 15 minutes.  Can you think of any other advertising medium where you are almost guaranteed that every person targeted will see your message?  In today’s “on-the-go” world, studies show that 84% of mobile phone users keep their device within 10 feet of them at all times.  Considering that over 85% of potential consumers have a cell phone, that’s a huge potential customer base that’s easily accessible (as long as they have opted-in to receive messages from you)!  Recent surveys also indicate that consumers are very accepting of mobile offers sent to their phones as long as they are from companies in which they have interest.  The really good news is that the technology has advanced far enough that there are now SMS Mobile Marketing platforms where you can easily create your own text messaging campaigns within minutes – and starting as low as $25 per month!  Learn more about your text messaging options on our website.  Some ways you might use SMS messaging might include:  coupons, contests, regular ‘tips’ about your product or service, and incorporating your KEY WORD and SHORT CODE in your print, billboard, radio or TV advertising to encourage people to opt-in to your mobile list so you can then contact them via SMS on a regular basis with offers designed to encourage them to do business with you again.
  5. Mobile Website – In the last 5 years it has become an imperative rather than an option to have an Internet website.  Now, it is also becoming an imperative to have a mobile version of your website.  These sites are optimized specifically for easy viewing on the wide variety of mobile phones available today and are NOT just scaled down versions of your Internet website.  However, technology advances have also made this option much easier to implement, and services exist where you can build your own mobile website or have it done for you typically for several hundred dollars or less.  Learn more about mobile website options on our website.
  6. QR Codes – Another very viable and cost-effective Mobile Marketing option are QR codes.  These are 2-dimensional graphics (similar to the barcodes on products you buy at the grocery store) that contain information that can lead your customers to a website, display a coupon, provide driving directions or a map, provide contact information, or many other valuable uses. In order to ‘read’ a QR code a consumer downloads a QR code reader into their phone (though the software comes standard in Europe and Asia, that is not yet the case in the U.S. but likely will be soon), then they take a picture of the code with phone’s camera and the software automatically sends them to whatever content you had embedded within your code.  You as an advertiser can place these codes in your print ads, on websites, on billboards, on t-shirts, in emails, or on any other printable or digital medium where a camera would be able to take a picture of it.  Learn more about using QR Codes on our website.

This is just a brief overview a few of the many ways in which Mobile Marketing can be utilized to promote your business cost-effectively.  If you would like to learn more about the ways Mobile Marketing can help your business specifically, please contact us via our website or email us at info@StrategicGrowthConcepts.com .

In Part III of this series, we’ll review case studies that show a variety of ways Mobile Marketing is being utilized by other small businesses so you can begin to consider how to apply this high ROI  technology to your business.  Future segments of the series will continue to explore Mobile Marketing, and attempt to answer any questions submitted to us about the medium.  If you would like to have your questions about Mobile Marketing incorporated into our series, please submit them to us directly at info@StrategicGrowthConcepts.com and include “Mobile Marketing Questions” in the subject line of the email.

How to Make Mobile Marketing Effective for Your Company May 26, 2009

Posted by StrategicGrowth in mobile, Mobile Marketing.
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As with all new media when it first debuts, there is a learning curve involved with mobile media; ie:  how often it should be used, how to use it most effectively, what types of messages are most effective, the rules of use, etc. 

To add to your information arsenal, I wanted to provide you with access to  the article below from The Mobile Marketer who blogs on all things mobile.  The article provides a good overview on the use of mobile marketing and how to make it effective for your firm.  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 info@strategicgrowthconcepts.com

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Posted by The Mobile Marketer

When Constructing Effective Text-Message Marketing Campaigns

SMS (Short-Message-System aka “Text-Message-Marketing”) requires different rules of frequency and message content than other types of digital messages.

Because of “number portability,” which allows cell phone users to take their digits with them when they change carriers, a mobile number has a much longer shelf life than an email address. Thus mobile phone lists—100 percent opt-in, of course—are far less likely to “go bad” than email lists. Marketers do not need to send messaging campaigns to phones nearly half as often as they do to email addresses, because they don’t need to curb turnover in their mobile contacts lists.

From what I’ve seen, text messaging frequency works best at only two or three times a month. Marketers really should avoid sending daily text message campaigns, a practice that will cause their lists to dry up faster than government funds after a nationwide bailout.

SMS marketing needs to be handled delicately, with extremely targeted messages, and by dangling “carrots” in front of consumers that are delicious enough to prevent them from unsubscribing. Consumers need to feel that your marketing texts are worth the potential five to 15 cents it could cost them to receive if they don’t have a data plan. Your message, for example, could have a substantial discount or offer to make it worthwhile for the consumer. A text with a legitimate coupon code, and discount expiration date, adds a sense of urgency to the marketing message.

Indeed, from what I’ve seen with the marketers I work with, coupons combined with text messages are an awesome combo! This makes sense; consider that if the average person receives a text, he or she immediately checks to see who it is from.

If it’s from a company offering a discount, advertising a promotion, or simply giving a product update, the consumer will most likely read it, even if it’s just for the sake of deciding whether or not to reply STOP or END. When customers see that your marketing SMS messages offer them value, they’ll decide to keep receiving them—and to keep spending money with your business.