5 great ideas for your next mobile marketing campaign
1. Customers love text contests and your mobile database will too
Text contests (also commonly known as text to win) is a type of competition where your audience enters a contest or sweepstakes for a prize by sending a text message via their cell phone to a short code of sms. It’s the easiest way for consumers to enter a contest, entry is quick, instant, and confirmations are immediate, which is why texting provides the highest participation rate of any marketing channel. The best thing about text-to-win campaigns is that they build excitement and excitement in customers while building your database for future marketing.
Advertising a text-to-earn campaign can help drive customers into your store, get them to buy your product, and most importantly, get them to interact directly with your brand. Text contest campaigns are great for word of mouth advertising and can be promoted across your full range of advertising media to build buzz and excitement.
There are 3 keys to success with texting contests; have an attractive prize for your audience, good promotion in consumer traffic spots and a simple mobile entry mechanic. An attractive prize doesn’t have to be of great value, just relevant to your consumers.
Restaurant chain Hooters has successfully used text to earn to grow its popular Hooters Mobile Club, which currently has more than 50,000 members. The Text to Win campaign appeared on store signs encouraging customers to text the keyword POOL to a short code for a chance to win a trip to a special Hooters-branded event: the Hooters Super Pool Party in Miami’s South Beach. All contest participants become part of the Hooters Mobile Club and receive ongoing mobile alerts, coupons and special offers.
2. Mobile Clubs are a winning strategy for retailers
Text Clubs (also known as Mobile Clubs) are a great way to capture customer relationships and target your most valuable customers with great offers and communications. It can be as simple as consumers opting to receive continuous text message alerts on their cell phone, which can involve a range of different mobile marketing techniques; such as periodic alerts about new products, offers and mobile coupons to redeem in the store.
Retail stores in particular have the opportunity to build a text club database from their foot traffic and learn more about the individual consumers who walk into their store and what they think about their products and services. Athletic shoe retailer Foot Locker runs a successful Mobile Club where VIP members receive advance information on new products, along with news about events and special offers. VIP members can choose to control and personalize the information about the brands they prefer so that the club is personalized and relevant to each member.
If you’re a retailer, Text Clubs can be a great way to stay in touch with your customers and make sure everyone is easily informed of what’s happening in the store.
3. In-store or stadium mobile marketing with text-to-screen and text interaction
Stadium and event mobile marketing is a great way to connect with consumers in a personal and fun way. Whether you’re a sports team engaging fans in a big game or hosting a live event for a few people, mobile event marketing offers a host of interactive options including Text to Screen, SMS Voting and Trivia. of text.
Text to Screen is a technology that allows cell phone users to send a text message to a short code and display their messages on a screen, large or small. At your next stadium event, why not have attendees send text messages of support onto the big screen for all to see? Or take an SMS vote with live results displayed in real time? Alternatively, you can run a trivia game for attendees to interact with you throughout the event. The opportunities for interaction are endless.
Many sports teams, including the NBA’s Phoenix Suns and the National Hockey League’s New York Islanders, use mobile marketing to engage fans in their games through a variety of SMS marketing including Text to Screen, SMS Voting and Text Trivia. Fans at games are encouraged to text a short code to vote in polls, display messages on the screen, and play stadium trivia games. Teams also use their new fan list after each game for their mobile database to keep fans up to date on upcoming games, scores and events.
Mobile in-stadium marketing is also ideal for concerts in large stadiums. Keith Urban’s 2009 ‘Escape Together’ world tour saw over 500,000 attendees enter an SMS giveaway with nearly a third opting into Keith Urban’s fan list for continuous updates.
Similarly, store engagement works well in any number of settings where there is a captive audience of consumers; restaurants, night clubs, retail stores are some examples where companies can offer the ability to send text messages in an entertaining way.
4. SMS alerts can keep customers updated on information and reduce costs for you
Text message alerts (also known as SMS alerts) are a great way to engage customers with relevant information that keeps your brand top of mind. Texting works for a variety of purposes: informing customers about a great new product, new sales, or bursting news to keep customers informed about an area of interest. SMS alerts can be used on their own or as part of a larger Mobile Club program.
Bogus Basin Snow Resort in Idaho is an example of how to use text message alerts to develop a great customer information service. The resort keeps local ski fans informed of conditions on the hill, helping to generate awareness and business whenever there is new snow or great conditions worth talking about. It’s this type of regular reinforcement and added value that helps keep Bogus Basin top of mind with its competitors.
Think about which area of your business could use profitable real-time communication to build customer loyalty and save costs.
5. Text voting and SMS feedback can give you real-time feedback
Text voting can be a great way to engage consumers in the retail environment and also give you helpful feedback about products or even the in-store experience. As retail environments become increasingly interactive, mobile marketing is the natural next step for full consumer engagement. Consumers carry their phones with them virtually 24/7, so interacting with them in the retail environment is as easy as touching their mobile device.
Engaged Bloomingdale’s department store customers in-store via text message voting in an in-store video installation to coincide with the fall 2009 fashion season. A series of films filmed and produced in New York they were displayed in all Bloomingdales stores and on the Bloomingdales website. Consumers were invited to vote for their favorite movie via text message, adding an additional element of consumer interaction to the in-store display. The campaign enabled instant in-store interaction and gave Bloomingdales a mobile database for future marketing.
If you’re striving to make your retail environment more interactive, why not throw mobile marketing into the mix? Mobile marketing can be used to increase consumer interaction within a retail space, or even alert customers to in-store specials, just as they are at the final point of sale.
