77 posts categorized "Marketing"

Entry By Jason Brick

Running your small business can feel like working in a vacuum. You keep working your plans, but lack the feedback and example of other players in the game. This is doubly true of mobile marketing -- a promotional field new enough that there isn't a strong data infrastructure to which you can compare your results.

Industry will catch up in good time. Meanwhile, you can draw inspiration from these three wildly successful mobile initiatives:

Marks and Spencer

British retailer M&S decided in 2010 to take the mobile plunge. Instead of going with a simple app or SMS marketing campaign, they opted to design a mobile portal for retail purchases direct from customers' mobile devices. In less than two years, Marks and Spenser rose to be the number one ranking mobile retailer in the world. Not only are they successfully selling to mobile customers, but they're selling items not normally purchased electronically -- including furniture and large-screen plasma televisions.

Expert analysis identifies three key characteristics behind Marks & Spenser's success:

• A dedicated mobile site -- incoming connections to their website identify the kind of device that will view their page. Mobile devices are routed to an experience optimized for those devices.
• Simple programming for a fast load time -- just over half the time of the average 10-second load for mobile retail.
• Reliable purchasing leading to a 100 percent success rate on attempts to buy. Retailers average about 93 percent -- but losing seven percent of sales can make a big difference.

Pontiac G6

In a campaign to raise awareness, Pontiac offered a place in a drawing for $1,000,000 every time somebody texted a photo of a G6 they found in the field. Responses were immediate and impressive. Although Pontiac hasn't released exact numbers, sales for the year of the promotion numbered over 120,000 luxury cars -- as compared to only 16,000 for the year before.

The Pontiac campaign is an excellent example of eliciting a response from potential clients. It got people who may only have been interested in the prize keep a lookout for the product, raising brand awareness across multiple markets.

The keys to this success included:

• Solid integration of print and broadcast media with the mobile response campaign.
• A compelling call to action that required no immediate outlay of cash from potential responders.
• Simple interaction mechanic -- snapping a photo and sending it to a widely advertised email address.

Nike

In a desperate attempt to inform the remaining three people in the world who don't know what Nike sells, the sports apparel giant has embraced the mobile marketing world with a series of apps. In some cases partnered directly with Apple for the iPod, these fitness apps, like MyCoach, help users plan and execute fitness training regimens. Nike coupled this with real-time response campaigns like their Nike ID initiative in Times Square.

Although they didn't release specific numbers about the campaign's success, their mobile marketing frequently leads lists of the most successful mobile marketing campaigns to date.

Nike's success with their mobile marketing relied upon:

• Multiple mobile platforms and styles, to appeal to a wide general audience.
• Giving potential customers tools that help them use the merchandise they sell.
• Pushing information about the new campaigns through more traditional media sources.

Entry By Kim Humes

Text message marketing can be a fast and affordable way to get important messages to your customers. However, it can be a huge waste of time and resources to send out messages randomly - when it comes to text message marketing campaigns, timing is everything.

If your customers receive one of your messages at a time when the information is not relevant to them, they will likely ignore it or even be annoyed by it. How you time your messages can have a great impact on what action your customers take, if any.

How often should I send my message(s)?

Less is more. The last thing you want to do is alienate your customers by bombarding their inboxes with several messages every single day. At the same time, you don’t want your customers to feel neglected (as they might if you only send messages out once a month). One or two messages each week strikes a nice balance – it gives your customers some breathing room, but also lets them know you are still there. At least one of your regular messages should include some kind of incentive – discounts, coupons, free products – no matter what the timing.

What time of the day/week should I send my message(s)?

The main point you want to keep in mind is that you want your text messages to drive traffic toward your business. You want to give people incentive to come see you or make contact with you and ultimately, make a purchase.

What times during the day and week is your business the most desperate for traffic? Sending messages on days when your business tends to be slow is a good way to grab your customers’ attention. For example, retail stores tend to be slower when the weather is bad or there are no major holidays coming up. Sending special deals to your customers may surprise them, and therefore intrigue them enough to visit. Sending a “same-day” deal drives them to come your way even more since they don’t have the option of waiting.

Thinking about how your customers plan their lives in relation to your business is another great way to figure out the best timing for your messages. Do you host events? Send your first blast a few weeks before the event encouraging registration or providing registration incentives. Then send a reminder 3 days before or the morning of to get people pumped leading into the big day/night or to pick up last-minute attendees.

If you run a business, such as a salon or a clinic, that requires appointments, text messages can be a great way to send reminders – either about existing appointments or about appointments that have not yet been made, but should be (e.g. dental cleaning). Texting customers the day before not only

reminds them, but gives them time to adjust their appointment if needed. Plus you are not reminding them so far in advance of the appointment that they simply end up forgetting again.

Sending out a promotional message to restaurant customers approximately 1-2 hours prior to  meal time catches people as they are making plans.  Most people tend to think about what and where they are going to eat lunch around mid-morning, and dinner around late-afternoon (maybe 4pm). Giving a customer incentive to visit your restaurant just as they are thinking about where to eat could mean the difference between them choosing your business over a competitor.

One of the biggest motivators for today’s consumers is convenience, so overall it is extremely important for businesses to provide this to their customers as much as possible. Make it easy for them.

Text message marketing can be a great way for businesses to get in touch with their customers – but time is money. If you don’t send your messages at the right time, you might as well be sending them to your grandmother.  

Don’t risk your text messages being overlooked by your target audience – learn how to time your marketing messages effectively.

Entry By Jason Brick

Mixed Martial Arts has begun to learn from mobile marketing and social media -- a fact evidenced by the UFC's decision to pay four-and five-figure bonuses to fighters who maintain a social media presence. 

The reverse is also true. SMS marketers can learn from the example of fighters in this newest of professional sports. The training, tactics and techniques of the Octagon have their applications in the world of mobile media. 

Hit With Combinations

In the ring, a fighter never throws a single punch or kick. He throws combinations -- a flurry of strikes that add up to serious cumulative effect. In SMS marketing, a single message won't have much effect. You need to maintain a long-term program of multiple messages. No single broadcast will suddenly turn your business around, but their cumulative effect can bring customers to the door. 

Use All Your Tools

Mixed martial arts get its name from the fact that fighters use grappling and stand-up fighting techniques to win a match. Even specialized competitors learn enough of other modalities to defend against the common techniques. 

A good SMS program incorporates not just mobile marketing, but your print campaign and web presence as well. The multiple impressions you make will engage customers with different preferences, abilities and needs. 

Be Responsive

Every fighter comes to the ring with a game plan, but good fighters will change the plan to adjust to what their opponents do. The degree to which a mixed martial artist can do this is the degree to which that athlete is successful.

One of the "killer apps" of SMS is a delivery cycle measured in terms of hours -- meaning you can respond to the reactions of your mailing list quickly and improve your message in real time. Failing to take advantage of this is a mistake.

Set Them Up, Knock them Down

In a mixed martial arts fight, the best competitors will "sucker" an opponent in with a false opening. When that opponent takes the bait, he capitalizes on the mistake with a pre-planned counter that can end the bout.

You should never pummel your customer base or choke them into unconsciousness. However, sending SMS messages that invite an immediate response can "pull in" your customer base by making them feel more engaged and interested in your brand. 

The Most Important Work is Invisible

Fights aren't won in the ring. They're won in training through practice, conditioning and skills development. The audience doesn't see that "behind the scenes" action -- but they see the result.

Your SMS campaign should work the same way. It takes effort, training and meticulous attention to detail if you want the message to work -- but your mailing list will never see the rough drafts, corrections and sweat you put into it. All they'll see is the stunning and actionable result. 

Entry By Jason Brick

There's something appropriate about mobile marketers getting their daily fix of industry news from podcasts. But with thousands of podcasts streaming every day, the question becomes: which podcasts are most useful to the busy SMS or mobile text message marketing expert? 

If your mobile marketing guy isn't listening to at least one of the streams listed below, here are four New Year's gifts he'll enjoy year round:

The Bunker Project

It's a locally produced podcast recorded in a bar in the middle of the afternoon, but don't let that fool you. Andrew and Bob stay on top of social media trends and deliver actionable news and advice with informal titles like "Tearing Facebook a New One" and "Sex, Drugs and Social Media." Irreverent, sometimes hilarious, usually safe for work, and indispensable. 

Tech In Twenty

Luis Sandoval and Jennifer Navarrete deliver twenty minutes of tech news, with frequent discussion of social media, web 2.0 and similar small business marketing concerns. It's not always directly relevant to mobile marketing, but will keep your team on top of changes and trends in the industry on their drive in to work.

For Immediate Release

A bi-weekly discussion of what's going on in communications, public relations and social media. Hosted by Shel Holtz and Neville Hobson, it's such a staple that you could ask about it in interviews – and reject everybody who hasn't heard of it. The podcast has several different modes: Book reviews and press releases run a few minutes; interviews run for about twenty, while regular episodes take an hour and change. One special feature of this podcast is that the hosts hail from the U.S. and U.K. – giving the show a uniquely international perspective. 

6 Pixels of Separation

One of the longest-running marketing podcasts, Pixels was active before mobile marketing became a thing, though host Mitch Joel's insights have evolved with the times. He's a leading expert on digital and social media, and covers topics ranging from keeping costs low to effective calls to action to guerrilla marketing tactics. 

There are plenty of "podfaded" 'casts out there as well, such as the Mobile Mavens' Mobile Marketing Review and the Area Mobile Marketing Podcast. Though defunct for long enough to be nowhere near topical, they can still be sources of inspiration – or simply context – for your mobile marketing team. 

Entry By Jason Brick

The best part of an SMS marketing campaign is reaching your audience multiple times each week with a new and compelling message. 

The worst part of an SMS campaign is you have to come up with a new and compelling message for your audience multiple times each week. 

What happens when you're all couponed out? When you've conducted all the user polls you can stand? When you think seeing an opt-in keyword just one more time will make you lose your mind?

You take ideas from these unusual resources, and make your copy new and fresh. You'll enjoy yourself more, and your audience will respond positively to the new direction.

1. Greeting Cards
Greeting cards are masterful examples of communicating an effective concept with a minimum of words. You can harvest examples from cards you receive, or go hang out at the Hallmark store for a while. This option works best during the holiday season, since you'll be receiving inspiring examples at the exact time of year when they'll be the most topical.

2. "Of the Day" Calendars
Whether it's a quote, dictionary word, bible verse or Far Side panel, these calendars can be a source of daily inspiration to work into your SMS messages. Take the basic kernel and "pop" it into an actionable message with a strong call to action. For example: "Free soda today for anybody who can define 'macerate.' Text definition for coupon."

3. The Local News
Local news, either the radio or paper, keeps you on top of local events, trends and happenings that you can turn into a topical and engaging SMS message. A new business in town can become a combined coupon offer. A local festival can turn into a flash mob for your company. Even the local traffic report can be a chance for a quick broadcast about catching up on lost time by getting takeout with a discount coupon.

4. The Calendar
Holiday-themed SMS messages can give your campaign just the variation it needs, but you don't have to stick with the red-letter days on your wall calendar. Check out one of the many lists of commemorative days, weeks and months. It's "Gopher Lovers' Appreciation Weekend" somewhere, and you can capitalize on those who celebrate it.

5. Bumper Stickers
These are another terrific example of displaying a powerful message in minimal space. However, bumper stickers will rarely be long enough or topical enough to use verbatim in a text message -- but they can provide a framework for how to pose your own message in a clever or funny way. Other sources on this line include t-shirts and coffee mugs.

The best marketers, writers and artists draw inspiration from the world all around them. If you get in the habit of harvesting ideas from what you see, hear and read, you'll never be short of material for compelling copy.

Entry By Jason Brick

Would you like to see better results from your SMS marketing efforts this year? Often, adding just one new technique to your existing campaigns is all you need to see a significant change in response. Better yet, test all four during the first quarter, then go strong with the most effective technique for the remainder of the year.

1. Coupon Synergy
You're already putting virtual coupons into your SMS messages. Now, add your text message codes to all of your print coupons. This means everybody you reach with traditional coupons has the option of joining your list. This can be especially effective with "daily deal" coupons like Groupon, with their wide first-time reach.

2. Put Your Keyword Someplace Weird
Keywords are rapidly becoming as invisible as cell phones. No longer novel, they're a part of the landscape - unless you put them someplace people don't expect to find them. Like an elephant in the lion cage, out of place objects get attention. Uniforms, equipment, "gimme" merchandise and elaborate set pieces can get some new attention. Think twice about that tattoo, though.

3. Add a Second Level
Invite people already part of your regular mailing list to join an elite level for additional offers, sneak previews and chances to affect company decisions through polls and events. Half of customer management is identifying the core 20 percent who will bring you 80 percent of your income - and this plan can do exactly that.

4. Change Your Call to Action
Spend January and February experimenting with the call to action in your SMS messages - which you are, of course, making part of every single message in your campaign. Track the numbers carefully to learn which calls work best. Broadcast each call several times, on different days and at different hours, to cull out variables like happy hour and weekends.

Your mobile marketing campaign is an opportunity to leverage your contact list and market advantages at a lower cost than nearly any other option. What you do with it in 2012 may well make the difference between the company you have and the company you want.

Want to learn more about improving your SMS Marketing campaigns? Check out our free SMS Marketing Resources Center.

Entry By Angela Stringfellow

There are skeptics around every corner in every industry and segment of life. Mobile marketing is no exception and the biggest victim: Quick Response (QR) Codes. Naysayers are quick to say they are a passing fad or will never amount to a resourceful marketing tool, but if they are done consistently and correctly, they have a shot at becoming one of the most widely used, interactive components in a mobile marketing strategy.

With the increasing domination of smartphones, mobile marketing is here to stay. Smartphones already own 44 percent of the mobile phone market share, according to a Nielsen report. And, the actual usage of these little black boxes increased by more than 4,000 percent since 2010, but account for only a little more than 6 percent adoption within the smartphone marketplace.

According to ScanLife, the largest demographic that has adopted the use of QR Codes are 25- to 34-year-olds, with 35- to 44-year-olds close behind. In addition 35 percent make between $50,000 and $100,000 per year.

But a very precise and important demographic is missing.  Young adults, in particular college students, are not using the QR codes. The use of smartphones among students is an astonishing 80 percent. However, only 21 percent have admitted to scanning a QR code and 75 percent of those report they were not likely to scan a code again.

Since college students usually adopt new technology more quickly than others, marketers are left to wonder why this technology is not catching on.  Perhaps because the information provided with QR codes simply isn't appealing to that demographic.

So why have the QR codes been slow to adapt in some markets? The answer isn’t clear, but there are some industries, both big and small, that could easily take advantage of such an easy and ever-increasing technology.  The problem is that the consumers need to know what they are, why they are there and how to use them and statistics show, this isn't happening. As the QR codes gain in public use and acceptance this will more than likely happen naturally.

But if QR codes do gain in popularity, there are a few industries that can take advantage of this mobile strategy by easily incorporating them into their existing campaigns and making them more relevant.

Real Estate: By placing QR codes on “For Sale” or "For Rent" signs or mailbox fliers, potential buyers scouting out neighborhoods can quickly and easily get a glimpse behind the door of a home that piques their interest. New home buyers or college grads moving out on their own for the first time can quickly and easily weed out apartments and houses that don't fit their needs with virtual tours.

Car Dealers: The same method can be used with new and used cars. Many shoppers take advantage of the dealerships’ Sunday hours to peruse vehicles without fear of being badgered by salesmen. With a quick scan of a QR code placed on a window sticker, the buyer can see performance information, details on amenities. The QR code could also link to a payment calculator.

Event Industry: For large and small venues, local and national performers or even for community events, QR Codes can be used to provide details about a coming event. A brief preview of a performance or behind-the-scenes peek at the show, ticket availability and show times or links to ticket sales and arena seating charts, can easily provide to consumers the information that can lead to direct sales and sold-out shows.

Home Improvement/Housewares: Have you ever wandered into a home improvement store and been confused about the difference between a reciprocating saw and a miter saw? Product packaging or display QR codes can provide tips and tricks on how the tools are used or instructional videos on how to unclog drains or install a light fixture. This would be a wonderful tool for first-time homeowners or for young adults living on their own for the first time.

The opportunities are endless. A little “out of the box” thinking and the QR code can be used for virtually every industry. As the codes become more recognized and more readily used, they will be an inexpensive way to elaborate on what used to be a stagnant form of advertising. They can take a black and white newspaper ad and make it a living, breathing experience or virtually open the doors to the home of your dreams.

Have you considered incorporating QR codes into your marketing mix? How are you working to incorporate the younger demographics into your strategy? What has your experience been?

SMS Marketing for Large-Ticket Sales is the fourteenth in a series of articles that we'll be posting this fall. Small Business Marketing Tips To Build Sales In A Down Economy will teach you how to use do-it-yourself tools like SMS, email and social media to effectively market your business. 

Entry By Jason Brick

A lunch time or happy hour coupon is probably the most recognizable SMS marketing broadcast. It's a short-term offer intended to bring in customers on an impulse buy, or to add an appetizer or similar small item to something they were going to buy anyway. In this context, text marketing has a proven track record of success.

But what about higher-ticket items? If you sell pianos, or cars, or long-term services like legal representation or karate lessons, a "weekend warrior" coupon isn't going to get the results you want.

This doesn't mean an SMS message can't get you results. A recent eCommerce Predictions report notes that mobile commerce can actually spur large-ticket purchases more than everyday purchases. The trick is tailoring your mobile message to make this true in your shop.

Here are some Dos and Don'ts to help you get started:

Do integrate your message with your mobile and traditional websites, making it easy for potential customers to do research on their own.

Don't include unnecessary time pressure, like you would with a smaller ticket item. You can hold special sales from time to time, but sophisticated customers will resent a "high pressure" feel.

Do provide insider information in your posts. People who purchase luxury items like to feel "in the know" – and will remember the source for their behind-the-scenes knowledge.

Don't ignore the value of freebies. Offering a free accessory, or an entry into a sweepstakes for a free high-ticket goody, can be the gentle push your broadcast list needs to make a buying decision.

Do respect the time scale of purchasing high-ticket items. You'll send fewer messages than for other kinds of business. Too many messages can mean extremely well-in formed customers &ndash for your competition.

Don't limit your options. If you have two potential market demographics, set up two different SMS campaigns – with each tailored for the tastes and values of that demographic. One thing large-ticket SMS has in common with less expensive merchandise is that it's all a numbers game. The more people you reach meaningfully, the more sales you'll make.

Do make things as personal as possible. Include customer names, and your own name, in your message. Direct readers to your top salespeople and technicians. As they come closer to a buying decision, a personal relationship is likely to steer them to your door.

Don't forget to include a call to action with every message. It may not ask for a sale, but it should elicit a response so you can track what works and what doesn't.

Getting More Out Of Social Media With SMS Marketing is the eleventh in a series of articles that we'll be posting this fall. Small Business Marketing Tips To Build Sales In A Down Economy will teach you how to use do-it-yourself tools like SMS, email and social media to effectively market your business.

Entry By Jason Brick

Synergy occurs when two productive activities combine to create a total greater than the sum of their individual parts -- like chocolate peanut butter cups. If you do it right, SMS marketing and social media marketing can create this same kind of effect. Both provide positive mobile experiences, which can build on one another in a reinforcing upward spiral. 

Social Media Marketing
You can link your social media presence to your SMS campaigns with regular posts and tweets containing a call to action, along with your keyword and short code. Your most engaged customers will self-identify by becoming part of both mailing lists - and help your marketing go viral by sharing and re-tweeting your message.

This works best when your social media presence is professional, effective, and up -to-date. Here are a few tips make sure that's true.

• Use different keywords for different platforms. When fans respond, you'll find out which platform reaches the most people.
• Incorporate mobile functionality into your social media presence, such as Facebook's check-in feature. These contacts keep you front of mind in clients' awareness, even without a call to action.
• Add videos, images, and interactive widgets to your social media pages -- creating a dynamic and memorable experience people will want to follow.
• Include your social media information in your letterhead, signature and business cards.

SMS Marketing
Linking to your social media in your text marketing message creates a feedback loop. Readers visit your site and end up following or subscribing. They then get messa ges that encourage them to participate even more in your SMS...which leads them to your social media. It's a key part of combining these two powerful initiatives into a synergistic whole.

For this to work, both campaigns must be interesting and relevant -- otherwise it will simply feel like you're giving them twice as much spam as their competitors.

• Use SMS to point to social media updates only when relevant to your clients. Humor, news, and statistics are all good choices - some better than others, depending on your industry.
• Never repeat the same post over multiple channels. You can point to a post you think people will like, but plagiarizing yourself feels like spam.
• Encourage SMS voting and similar participatory programs, but announce the results on your social media program. Those who vote will cross over to learn the outcome.
• Adopt an "elite" program, by offering discounts and other rewards to fans who sign up for SMS and multiple platforms. This can include "private" broadcasts only for this group.

Want to try it yourself? Head over to Ez Texting to start enhancing your social media efforts with SMS Marketing.

5 Ways Mobile Marketing Beats Print Marketing is the ninth in a series of articles that we'll be posting this fall. Small Business Marketing Tips To Build Sales In A Down Economy will teach you how to use do-it-yourself tools like SMS, email and social media to effectively market your business.

Entry By Jason Brick

When you're ready to add mobile marketing to your in-place marketing plan, you'll have to learn some new tricks. Maybe you want to replace more traditional methods with a mobile message, or maybe you're thinking about expanding your mobile platform at the expense of some other options. Whatever the reason, consider these five ways mobile outperforms print, radio and television. 

1. Affordable Expandability
Although you get some discount for scale, 1,000 fliers cost significantly more than 100 fliers. The larger the audience, the more you'll pay for print and on-air ads. With mobile marketing, you'll pay a bit extra for bandwidth if you're broadcasting on a very wide scale, but for most small businesses, expanding your reach won't mean significantly increasing your budget. 

2. Instantaneous Response
Mobile marketing is a conversation. As your opt-in list expands, you know exactly how many people are receiving your message. Polls, contests, and discounts for responses, will tell you exactly how many people that broadcast engaged. This lets you know in real time which messages worked and which ones didn't. That's a lot better than waiting until next year to tweak your Yellow Book spot. 

3. Greater Engagement
Modern consumers want to feel invested and involved. If they don't, they'll just find the cheapest offer online. You can make your broadcast list feel like a club, by being responsive to replies. The more you  encourage this feeling, the better the results. Ironically, this means you can create the personal touch in a broadcast to hundreds or thousands of contacts. 

4. Simpler Process
Even a quarter-page, black-and-white newspaper spot requires graphic design, compelling copy, and formatting. Your mobile message is a short series of characters you can knock off in a few minutes. It's true that you'll have to put some thought and attention into what those characters say -- but you won't have to worry about all the aesthetic trappings that accompany traditional marketing. 

5. Contact Sharing
Sharing a print coupon means mailing it or handing it to someone. Sharing a TV ad means recording it and showing it -- or at least uploading it to YouTube. If a fan likes your mobile message, though, he can immediately forward it to other people he thinks might also appreciate it. Some of those recipients will opt in for your broadcast -- a benefit that did not exist for earlier marketing methods.