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August 28, 2015

How to Reach Students with Your Mobile Marketing Campaign

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There’s a good reason marketers scramble to get the attention of college students. Sure, they’re increasingly hard to reach, but according to a new eMarketer report, college students are “poised to out-earn and outspend non-college millennials for decades to come.” 

There are 19 million college students in the US, and nearly all of them are mobile users engaged in multiple social networks. These networks have become the primary playground for creative marketers, as they bypass traditional media buys with shareable content. 

 

The Social Student 

College students aren’t just looking to be entertained. According to the report, students are influenced to buy by several factors including peer recommendations and money-saving discounts. While this may or may not be surprising, it does speak to the tech-savvy side of millennials—marketers can’t just throw money at targeted mobile displays or video. A student-targeted mobile marketing campaign needs to be cleverer than that.  

According to Michael Hanley, an advertising professor at Ball State University, “About 65 percent of students report receiving mobile ads, and 70 percent of them don’t like it.”

Social campaigns are the remedy to this marketing problem. Matt Britton, CEO of MRY, a creative and technology agency headquarter in New York, said, “The most effective form of social media marketing is always creating content that’s highly shareable.” 

 

Short and Sweet 

To keep marketers on their toes, the sharable content should also be compact—small enough to consume within the restrictive space of mobile screens and short attention span of the college user. 

“When you think about people on their phones,” Britton continued, “they’re scrolling so quickly that if you try to come up with long-form content, they’re not going to take time to read it.”

Some apps are built for this kind of content; SnapChat and Vine, for example, proliferate this kind of content with an emphasis on creativity and viralability. Marketers simply have to find ways to appeal to students from within these and other social networks to succeed in communicating new products and services. Explore what these apps can do for your next mobile marketing campaign.

 

Say Less, Show More 

Britton also advises the use of imagery as a means to communicate more effectively within the time and size constraints. Instagram is one app that has defined the practical use of creative imagery to build brand recognition and communicate sales and discounts. Moreover, GIFs have recently increased in popularity across nearly every social media channel, which really drives home Britton’s point.  

Does this mean the written word is doomed on the Internet? As far as marketers are concerned, it would seem so, with long-form content being replaced by hashtags and images that are presumably worth 1,000 words. As for the students, most of their reading must get done in textbooks. 

 

 

August 10, 2015

How to Create a 'Joined Up' Marketing Campaign

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According to a report released by Interactive Media in Retail Group (IMRG) online retail purchases accounted for 24% of all retail sales in 2014. This number is up 14% from 2013, as well as the average basket value, which increased by 4%. 

Consumers are making more purchases online than ever before, and retailers are looking for ways to capitalize on this growing trend—in particular, how to link digital marketing with a customer’s physical experience in retail locations around the world.

Also noted in the report, customer experience ranks highest among retailers looking for positive growth in 2015. By focusing on improving a customer’s experience both online and off, retailers expect to see continued growth in online purchases—uniting digital efforts with the real retail world.  

One way retailers are able to this is with beacon technology, a Bluetooth device that connects with a customer’s smartphone based on proximity. Retailers can place these beacons in store entryways, on shelves or near checkout to offer instant rewards, promote special campaigns, or favorable discounts to loyal customers.  

Another example, and perhaps one of the easiest to implement, is the use of marketing hashtags to push consumers into a digital conversation. This is particularly effective with physical advertisements (billboards, TV commercial or radio ads). A hashtag used in the right place at the right time can be tremendously effective at provoking curious consumers to venture online, particularly on mobile where most social interaction takes place.  

SMS messaging or texting is another positive rout many retailers are taking to engage more intimately with their consumers. The upside to texting is that it’s immediate, highly effective at gaining responses and allows consumers to feel more directly connected with a retail company. 

Most importantly, proponents seeking a unification of the digital gap believe respect for the end user (thoughtful and relevant communications) will be significant in the process of developing a lucrative online sales funnel. Some marketing companies strictly focus on the mobile devices; its capacities and limits, which doesn’t align with improving a customer’s experience. 

Finally, 61% of retails agree that cross-channel marketing will be a focus in 2015. This means managing an integrated and thoughtful campaign that carries across several marketing mediums. By developing a cohesive message that points in a singular direction (towards more sales) the link between digital and reality will likely grow smaller.

August 09, 2015

10 Mobile Marketing Case Studies to Pay Attention To

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Whether you’re looking for hard facts on mobile marketing or creative inspiration to help launch your next campaign, these ten businesses showcase the very best mobile marketing has to offer. 

 

TAO Nightclub

This Las Vegas dance club seized the night with a VIP text message that went out to 2,000 subscribers on a slow evening. That same night, the club had 220 more attendees who, in addition to the cover charge, each spent $20 on drinks. The club made a cool $6,170 extra dollars that night, proving that impromptu campaigns can be incredibly effective.

 

RedBox

Using multiple forms of marketing including kiosk advertising, email, and social media, RedBox was able to increase its pool of mobile subscribers in just ten days. The campaign was called “10 Days of Deal” and encouraged customers to opt in via text for a chance to win a discount on their next rental. The customers saved some money and RedBox generated more than 1.5 million text messages to users in ten days. 

 

PETA2

PETA2 is a youth-based subgroup of People for the Ethical Treatment of Animals (PETA). During Warped Tour, PETA2 solicited concertgoers to text “BUTT” to a short code that subscribed users to PETA2’s “Animals Don’t Smoke” initiative, which is aimed to stop cigarette testing on animals. Participants were rewarded with shirts and hats for opting in. Once subscribed, new users were texted information urging them to send their support for a ban on cigarette testing to the FDA. More than 25,000 people joined this mobile initiative. 

 

Texas Roadhouse 

This popular western restaurant began a six-month mobile marketing pilot at 20 locations in an effort to boost their mobile subscriptions. The “TextUs Loyalty Club” offered patrons a free appetizer in exchange for the opt-in. Forty-four percent of customers were willing to provide personal information in exchange for the reward. Roadhouse’s campaign was largely successful, generating an average 17% redemption rate during the test period. 

 

Dunkin’ Donuts 

Dunkin’ Donuts is popular throughout the U.S., but a regional campaign in Boston proved successful for this quick-service restaurant. Using radio and Internet advertising, the company was able to capture 7,500 new mobile subscribers—17% of those new subscribers forwarded the messages and promotions to a friend, increasing the Boston area’s store traffic by 21%.  

 

Papa John’s Pizza 

A U.K. branch of the widely popular pizza chain Papa John’s pushed a campaign to its current mobile subscribers offering discounts on pizza. In the three weeks the franchise ran the campaign, overall sales increased by 33%.

 

Red Cross

Even nonprofits are getting in on the mobile marketing action these days. The Red Cross, collected donations after Hurricane Sandy, which was reported to have caused an upwards of $50 billion dollars in damage. By linking the donations directly to a user’s phone bill, the donation process was streamlined and easier for the average person to complete. Twenty percent of all the donations raised by the Red Cross’ effort were from text messages. 

 

Pizza Hut 

Geofenceing is a digital perimeter that sends text messages to subscribers based on a user’s proximity to the geofence. Pizza Hut in the U.K. set up geofences within a half-mile of each of its 340 store locations. On average, these stores were 142% more efficient at increasing incremental sales, 4.4 times more effective than TV ads, and 2.6 times more effective than online ads. 

 

Blumish Irish Cider

Blumish Irish Cider also elected to use a geofence to target males between the ages of 18 and 34. The campaign shot out a text message when a target was within a half mile of a pub that served the company’s cider. More than 1,000 pubs were used in this geofence project. When activated, the text message would text a map with the location of the pub and point the user in the right direction. During a month-long period, 77,00 text messages were sent out, and the user engaged these messages nearly 50% of the time. What’s more, 25% of those who received the text message actually went out and bought a cider from one of the locations. 

 

Six Flags

In Maryland, Six Flags used text-to-win contests and mobile alerts among its target demographic of teens to boost attendance. They advertised the contests with social media, in park advertisements and radio promotions and received 5,000 new mobile subscribers. These subscribers were sent VIP ticket sales info, park information, and weather updates. The park saw a direct increase in attendance from teens as a result of this campaign. 

July 29, 2015

Marketing Has Gone Hyper Local

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When geo-targeting technology first began to emerge a few years ago, small regional businesses of all kinds were given the opportunity to market themselves to larger numbers of potential customers than ever before.

As a mobile marketing tool, geo-location was a gift to retailers looking to attract more walk-in business. It enabled businesses to target users to within a square foot, sending time limited discounts and special offers only to those people most likely to take advantage.

As region-specific mobile marketing tactics become more sophisticated, SMB owners have a dizzying array of options: beacons, GPS, location information garnered from previous interactions - they’ve all ushered in a new era of hyper-localized marketing. 

Such accurate technology is helping local businesses maximize efficiency on tight budgets. Even without geo-location, mobile marketing tactics are already the most cost-effective way to reach more people. With it, that cost-efficiency improves further still, granting small companies a way to reach the widest customer base they can realistically serve. 

It looks like an exciting future for targeted mobile marketing. The technology has already reached lofty levels of sophistication, but there are a few places it can go. Some mobile marketing analysts are looking towards pitching discounts according to what the weather’s doing. It’s certainly not relevant for every type of business, but bars serving cold drinks on an outside patio would love to know if it’s about to rain just before they’ve sent half-off mobile coupons. Other local data like traffic conditions could begin to play a role in geo-targeted advertising. 

One thing’s for sure: these tools are allowing creative, imaginative marketers to realize their wildest dreams without being thwarted by technological limitations. If the rapid rate of development continues at the same pace, mobile marketing tactics will look very different in a decade - exactly how different is anybody’s guess.

July 22, 2015

How to Drive High Quality Traffic through Mobile Advertising

 

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Advertising is the shape-shifter of the business world. It has gone through more changes and taken on more forms than anyone could count. 50 years ago, advertising consisted of radio, print, and concrete materials. Pens and nail files with business information were the name of the game to gain exposure. Since then, as we all know, the business world has become more interconnected than ever, with your potential consumer only a click away. Customers hold the buying power in their hands and can take that power with them, wherever they go, at any time of day. I’m talking about the power of mobile.

So how do you achieve the high quality traffic, boosting your business, and creating long-term clients through mobile marketing? Well, the truth is, the answer is different for everyone. However there are some key points, a mobile mapping blue-print to follow, that can lay the ground work for gaining the visibility, quality, and conversion rate you desire.

 

Knowing Where Your Consumers Spend Their Time

Mobile marketing should be thought of as an opportunity to target potential customers with quality advertising content that can be personalized and optimized to each consumer base, instead of settling for quantity. However, engaging in quality advertising through mobile starts with knowing where to find that potential consumer base.  

Mass media marketing platforms like public radio, TV commercials, newspaper, or even print magazine ads might sound good, but they are only a nostalgic means to a non-profitable end. Smartphones, tablets, laptops—these platforms are the new launching pads for quality targeting and customer access. In an article by Venturebeat.com, it was revealed that consumer’s time spent on digital is now 46% compared to 36% on TV. The digital age has empowered the individual. It’s time to listen and understand how younger generations are consuming information and making buying decisions in order to even begin crafting quality mobile advertising efforts to successfully market your product or service in today’s world.

 

Get Responsive

First, is your business equipped for mobile platforms? It can be an immediate turn-off for potential consumers to find an outdated, unresponsive website. From design, screen size, and having an interactive, engaging mobile site—there is nothing more important to quality mobile advertising than being able to grab the consumer’s attention within the first few seconds.

 

Use Every Medium 

Part of grabbing and retaining a consumer’s attention means expanding the scope of your mediums in use. Videos, pictures, gifs, memes, blogs, social media campaigns, testimonials, surveys, questions, contests, best of lists—your business’s mobile presence can’t just be about a website and paid advertising (although that’s part of it); it should cover all the current hotspots where people are spending their time.

 

Remain Flexible

In the end, your philosophy on the business’ mobile advertising efforts should always remain open and flexible. Gain as much knowledge as you can on how to maximize your mobile budget, where to utilize paid advertising, why and if developing an app is important to your business (spoiler alert it is), and what programs (Facebook and Google Admob, etc.) are the best when it comes to utilizing paid mobile media advertising. 

The options in mobile advertising are limitless, as are the potential gains. Even though the digital age has empowered consumers, it has allowed businesses of all sizes and shapes to reach and engage consumers like never before. Mobile advertising is no longer the future—it’s the present, and it’s time to take notice.

June 24, 2015

5 MMS Marketing Tactics

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MMS marketing has been around for a few years, but when it comes to launching a new product or promotion, most business still limit themselves to SMS messaging. Mobile coupons and other offers are usually plain text affairs, and the popularity of shortcodes and keywords has caused many businesses to lose sight of the bigger picture.

This is somewhat surprising given the wide availability of MMS, which allows brands to entice customers with images as well as words. If you’re interested in harnessing the power of rich media to give your mobile marketing campaign a shot in the arm, consider the following applications of MMS:

 

Show & Tell

The visual element that’s so important to advertising has taken a backseat in text message marketing. Sure, you can (and should) include a link to your website, but in the hyper-competitive world of modern marketing, the fewer steps the consumer needs to take, the better. The food industry is probably the most obvious beneficiary of image-based advertising; MMS allows you to send the 2-for-1 pizza promo deal and a tasty picture of the pie. Visual stimulus will get mouths watering far more than mere words.

 

Text to Win

Use your existing subscriber base to introduce loyal customers to new products with MMS. To generate interaction, run a competition with the product shown as the prize.

 

Text to Reserve

Again, mobile marketing tactics that use SMS messaging can be modified for MMS. If you run a restaurant, send picture messages of the latest meal specials and offer a time-limited promo deal to respondents.  

 

Text to Vote

Running a poll or survey can be more effective with MMS than with standard text messaging. Encourage subscribers to vote on which appetizer they would prefer, along with a picture of each dish. Set up keywords to represent each appetizer (WINGS/SOUP-DU-JOUR/etc) and allow respondents to vote on the nicest looking dish, or the dish they’d prefer to see on your menu. Not only will you encourage engagement by the vote, you’ll have created targeted lists of customers based on food preference.  

 

Text to Connect

Stay in touch with subscribers with the right MMS campaign and you’ll see interaction increase. As long as you offer something of value, the underlying impetus behind your campaign can simply be to remain connected with your customer base. Keep such messages to a minimum. A ‘text to connect’ picture message should only be used if you don’t have any current promos, you haven’t reached out to your contacts for a while and you can create a special offer to be included in the message.

June 16, 2015

How SMS can Save Summer

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As the weather starts to heat up, annual summer vacations enjoy a revival. Airplane travel has become a popular and affordable way to travel these days, yet it has taken forever for the air travel industry to catch up with the mobile revolution. In fact, while travel and hospitality seem to lead innovation regarding user experience depicted through mobile, air transportation has done little in the way of making flights more mobile friendly.

And it doesn’t stop there. There are several ways to improve a summer traveler’s experiences with the help of mobile. Here’s a list of improvements every vacation could benefit from.

 

Mobile Ticket Purchase

According to Text Marketer, one in five international vacations were booked via mobile device. Travelers love great deals, so when there’s an extra passenger seat available at a discount, communicating those savings to loyal customers can be a great benefit. Frost and Sullivan report that consumers are 98% more likely to respond to a SMS message compared to regular emails. Using mobile to showcase great deals is a win-win situation.

 

Mobile Check-in 

One of the most common complaints about air travel is a long check-in line. Instead of numerous lines for check-in, offering a mobile responsive check-in service provide allow passengers ease of mind while they make their way through security and to their final boarding gate. It’s one less step that could make a huge impact on a customer’s flying experience.

 

Retail Opportunities

When travelers are stuck with a long layover or change in flight schedule, nothing beats duty-free shopping. Retail locations in airports have become incredibly lucrative for a variety of vendors. SMS marketing coupons are 10 times more likely to be redeemed than mail or newspaper ads. Using beacon technology to offer special discounts or special offers is a great way to use mobile effectively.

 

In Flight Upgrades

Some aircrafts currently offer WiFi access for a small fee, but many planes have yet to be fully upgraded. While placing phone calls or texting may be unsafe, even in the future, it would seem that offering Wi-Fi access during all flights could make a customer’s flight much more productive and enjoyable.

 

Mobile Accommodations

In addition to improving mobile for air travel, hotel accommodations are jumping on the wagon. Hilton hotels recently announced a smartphone check-in service to debut sometime in 2016. The app will allow guests to search and purchase a room via mobile. The mobile device also acts as a room key and can quickly connect with hotel staff or services via text message.

There are several ways to save summer with unique mobile initiatives that will ultimately benefit both the traveler and companies alike. 

 

June 14, 2015

6 of the Best Summer Marketing Campaigns

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Some summer marketing campaigns are truly awesome, and remain in consumer minds for many seasons. If agonizing about your summer marketing campaign or how you can possibly craft one consumers will love, throw something on the grill and check out six of the very best summer marketing campaigns (possibly) ever: 

 

Share a Coke Campaign

The Share a Coke campaign by Coca-Cola was hugely successful, and based on the idea that people looovve their names on things. The company put names on their cans and bottles, such as those that read “Share a Coke With Alyx.” As seen by the spelling of “Alyx,” Coca-Cola went a step further and make it possible for those with unusually-spelled or unique names to personalize their own bottles. They named their campaign after their call to action, which is quite brilliant, and even came up with ways to ensure sharing. For example, the soda brand had vending machines at the Minnesota State Fair where you could personalize a can for free.

 

Pacifico’s “Well-Traveled Beer” Campaign

In June of 2011 brewing company Pacifico did a road trip from Mexico to the U.S. and stopped in five cities along the way. They brought kegs to surfer get-togethers, bonfire parties, etc. and documented their journey via photos, videos, and status updates. Brand engagement and excitement resulted.

 

Pixar and Disney’s Monsters University Campaign 

In preparation for the 2012 summer release of Monsters University, Disney and Pixar created a Monsters University website featuring information on monster sports teams, School of Scaring tours, famous alumni, news and events, etc. It looked like a real university website and created plenty of movie buzz.

 

Atlantic City Alliance ‘Do AC’ Campaign

In April of last year, the Atlantic City Alliance dealt with a casino closings and a drop in tourism by launching the $20 million ‘Do AC’ campaign. Entitled ‘Do Anything. Do Everything. Do AC.,’ the campaign was created to expand on the beach city’s image and take it from gaming destination to family-friendly vacation destination. Ads were crafted for television, print, billboard, and digital advertising. 

A bold rebranding move, it nevertheless worked, and capitalized on the idea that people want to be “seen” in AC enjoying all of its many attractions, not just casinos. 

 

IKEA’s Books on the Beach Campaign 

IKEA celebrated Billy Bookshelf’s 30th birthday in 2013 by erecting several of their Billy bookshelves (filled with books) on Bondi Beach in Australia. Beach-goers could take a book in exchange for donating to the Australian Literacy and Numeracy Foundation. The campaign therefore promoted IKEA as a compassionate brand while simultaneously advertising the Billy.

 

Starbucks Frappuccino Fun All Summer Long Campaign

In 2014 Starbucks launched their Frappuccino Fun All Summer Long campaign, an SMS and MMS campaign. The coffee bigwig posted a message to its Facebook page encouraging consumers to text the keyword STRAW to 22122 with an image of a Frappuccino. Consumers had to draw eyes on their frappucino, and the copy read “What has a green straw and wishes it had thumbs? This guy.”

 

 

 

May 30, 2015

TextStyle: Nordstrom's Entry into Text Message Shopping

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Shopping addicts beware: one of your favorite luxury retailers has just made it that much easier to shop through your mobile device. The higher-ups at Nordstrom are determined to solidify their foothold in the e-commerce world, and with their new tech tool that allows shopping via text, they’re well on their way. 

Certainly a method of encouraging overspending, TextStyle is a new text shopping service that allows consumers to make purchases based on recommendations sent over the phone by a personal shopper or by a favorite salesperson. The tool allows Nordstrom to remain competitive, as the store and fellow luxury retailers are engaged in a race to provide customers with new shopping options and related technology.  

Nordstrom currently gets 21 percent of its revenue from e-commerce. The company’s multi-year, $1.5 billion plan is all about “pushing its tech firepower forward,” especially as rivals such as Barneys New York, Macy’s, and Neiman Marcus are also spending a lot on retail tech. 

TextStyle is a proprietary NEXT opt-in, a secure one-on-one service that allows Nordstrom customers to get in touch with sales associates through text message if that’s their prefered communication method. A shopper or the salesperson sends private messages with an image or description of the product, and if interested, the shopper sends a “buy” reply and enters a unique code. The transaction is complete using the shopper’s account at nordstrom.com. 

Since personalized service is a huge component of luxury shopping, it makes perfect sense to incorporate such service into e-commerce. Neiman Marcus gave its 5,000 salespeople Apple iPhones some four years ago so they could text customers about the latest designer handbag or shoe arrival. 

“TextStyle is an important step forward in our efforts to connect with customers on their terms,” Scott Jones, Nordstrom’s VP of Personalization, told Fortune, remarking that the tool is a way the retailer is hoping to be “relevant for customers.”

Both Norstrom’s TextStyle and Neiman Marcus’s iPhone-armed sales associates are hailed as the “little black book associates” of the 21st century. Luxury retailers have always kept tabs on their best customers and what they liked to purchase, and are simply reformatting their “books” in regards to e-commerce. 

Which other luxury retailers will follow Nordstrom and Neiman Marcus and create their own shopping apps and text message services? Most likely all of them, especially since e-commerce isn’t going anywhere anytime soon. 

 

May 22, 2015

Mobile Marketing Tactics for Memorial Day

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Memorial weekend officially kicks off summer, but it’s also the ideal time to experiment with unique marketing ideas that can push your business to the next level during a lull in sales. From social media to military rewards, Memorial Day is a great time to invite people to look at your products and services using one of these unique marketing ideas.  

 

Special Giveaways

Memorial weekend is one of the busiest shopping times of the year. As people transition into summer, everyone is on the lookout for a good deal. Normally, a giveaway doesn’t sound like a lucrative marketing tactic, but paired with social media, and you’ve got yourself an authentic customer experience they’ll want to share with friends and family. 

Sample App is a great technology to integrate into this marketing plan. It delivers your sample to qualified consumers who will spread the word across various social media platforms about your brand. 

 

Coupons 

Aside from giving away products, another great way to incentivize sales is with a coupon—but not just any coupon. SMS marketing, or “mobile coupons” are 10 times more likely to be redeemed than traditional paper coupons. These electronic tickets are also significantly less of an investment, and are easier to scale. 

Keypons offer a great mobile coupon system. They’re easy to create for customers on the go. The coupons are delivered either directly to customer’s cell phone or to their social media accounts. 

 

Creative contests

Using a contest over Memorial Day weekend adds to the excitement of the entire event. Contest in general are a great way to increase short-term sales goals as well as build a future repeat customer base. 

Pairing again with social media, try using a customizable contest platform. Get creative with the contest and consider how best to integrate it with your products. Try a photo contest or a cost-effective sweepstakes. Set up the contest for free and preview everything before you pay using the free Twitter Contest App

 

Honor Veterans 

It’s easy to get lost in the hustle of the busy weekend, but don’t forget what the holiday is all about. Memorial Day is a great opportunity to provide military men and women, as well as their families with a special discount. In addition to honoring the military veterans, this is a great way to relate to customers that you care about them and appreciate their business. 

 

Loyalty Program

For business with a brick and mortar store location, there are even more opportunities to reward customers with an on-site loyalty program. In addition to driving sales now, this is a great way to boost sales in the future. 

Check out LoyalBlocks, an app that lets you personalize rewards and transform your store into a special loyalty palace where customers don’t have to do anything to receive special offers. Everything is loaded and built on the app so it’s inclusive and very easy to use. 

However you decide to celebrate Memorial weekend, be sure to take the opportunity to reach out to customers with a unique marketing idea that will get them excited to your products and services over the busy weekend.