Mobile Tips & Tricks Archives - Mobivity

Promoting Your Mobile Campaign the Right Way

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One of the most crucial paths to success of a mobile campaign for your business is the way you promote it. From time to time we’ll see a business that has a great plan of what to do with their mobile campaign, and has a receptive customer base almost guaranteeing success. But time and again we’ve seen that without the right promotion that campaign is sure to fail.

One of the more obvious reasons for starting a mobile campaign is growth. To grow your business, and to grow your customer base. But without promotion, even in the smallest sense of the word, your campaign can’t grow, and won’t positively affect your business.

Our mobile campaigns are one-hundred percent built around building community at the local level. That’s why when first starting a campaign, we ask our clients what is around them. Whether there are schools, malls, or small businesses, we encourage engaging the local and surrounding communities – because ultimately these are the clients that will frequent a client’s business, and the customers that will respond to and interact with a brand through mobile campaigns. Before growing a campaign out to engage everyone, we would suggest focusing in on the direct surroundings – sometimes the low-lying fruit is best to pick first.

Through our experience in working with mobile, we’ve found three key ways to promote a campaign that will all but ensure success for your business in growing your mobile campaign, and set you apart from the competition.

Use what you’re already doing to promote your campaign

While a mobile first approach is extremely successful for marketing at the local level, we’ve found that mobile plays extremely well with others.

Whether you’re business has a specific social media guru, or your business revolves around deliveries, promoting your mobile campaign on all of your existing marketing campaigns will help grow your mobile database incredibly fast.

For example, on the way into the office the other day, one of our employees spotted this Chick-fil-A delivery truck with an opt-in call to action on the tailgate.

We see a lot of these types of promotion over things like print ads, radio ads, and social media posts with our clients, and couldn’t encourage doing this anymore.

One of the easiest ways to get the word out about your campaign is to tell your clients over the channels that you’re already speaking to them on.

Use Printed Promotional Materials In Your Location

One of the first ways we interact with a new client is creating printed promotional materials that we send to their location. For the majority of our clients, this comes in the form of business card sized “opt-in” cards.

We’ve seen some tremendous results with these cards, which is why we include them for free with every account. In addition to opt-in cards, a client is emailed a printable flyer branded to their mobile campaign on the day that they sign up. With mobile, your customers can interact with you immediately and conveniently, which is why we create and send these materials as soon as a client signs up. The sooner your campaign gets promoted, the sooner you’ll be able to see success.

Beyond these opt-in cards, we offer a group of different promotional material packages designed and created with your campaign’s success in mind. Ask your Account Coach about which materials would be best for your location, and how to get those in your store today.

Word of Mouth – The Tried and True Successful Promotion

We recently had a new client sign up, and on their first night of having a live campaign, they gathered 400 opt-ins simply by walking around their business telling customers about the new campaign.

Need we say more?

One of the most successful ways to promote a campaign is word of mouth. That personal connection cannot be replicated by any piece of marketing material and the most secure way of growing your mobile database will absolutely be establishing a personal connection with each of your clients.

To learn more ways to help promote your mobile campaign for the most success, give your Account Coach a call today.

Six Habits of Effective Mobile Marketers

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As we’ve said multiple times before, entering the mobile marketing world is much more about planning and execution than it is being there. A mobile marketing campaign without careful planning and consumer consideration is likely to fail, and leave a bad taste in the mouth of consumers and board members alike. We’ve often discussed easy to follow guidelines to help those wishing to enter the mobile market design a successful mobile campaign – but part of a successful campaign isn’t about being innovative, but looking at what works and applying that to your customers.

Yesterday Mashable, an online social media and tech blog (which has recently been putting quite a bit of focus into the mobile market), posted an article on six habits of highly effective mobile marketers, and we’ve recapped their findings for you below.

1. Be mobile-centric

“Mobile’s unique characteristic as a device is that it is always on and with the consumer. So it can be integrated into and enhance other consumer touch points, including TV ads and brick-and-mortar locations. In the absence of another touch point, mobile interactions are part of a larger consumer journey. And, it is not just a single media channel. Mobile enables delivery of a wide variety of interactive paid, owned and earned experiences.”

Mobile presents a unique opportunity to engage the consumer like never before. But, while the idea of a “mobile-first” campaign gets thrown around a lot, campaigns with mobile at the center – rather than charging the battle-front of the campaign – prove to be more successful, allowing brands to engage the consumer on the mobile channel through several other marketing channels already in existence. Cross-platform marketing at its best.

2. Make a new argument

Regardless of the fact that the dollars don’t yet match the eyeballs, smart brands are no longer asking marketers to ‘justify an investment in mobile’.”

The argument has shifted from justifying why you should have mobile as a part of a marketing campaign to how you’re going to best integrate mobile into existing campaigns, and brands, businesses and agencies alike need to be aware of this shift to create successful campaigns.

3. Keep an open mind

“Marketers can get too caught up in choosing from among an abundance of options at this dawning of the mobile age. While many of us believe that mobile has ‘changed everything, [Paul Gelb] posits that one thing that mobile hasn’t changed is the process for solving problems. Consistent success doesn’t begin with a technology. It comes from identifying actionable consumer insights, business objectives and the experiential message to communicate.”

While the mobile market can be somewhat overwhelming at first, it is key to both look at what works in the market, and also look at what is going to work for your customers. Failure to do either will result in a failing mobile campaign, and that’s why it’s key to keep an open mind and go for the campaign that works best for your customers.

4. Always be relevant

“Mobile technology brings new possibilities to people’s lives, and new opportunities for marketers to deliver engaging content, messages, value and utility. While tablets are often a “lean back” medium used as a second screen while watching TV, or for shopping from the sofa, true mobile experiences often find us focused on a specific task (say, looking for a restaurant nearby), attending to one specific piece of content (a page of restaurant reviews), and in a specific place (on the corner of 5th Avenue and Carroll Street). The possibilities brought forth from that type of data are powerful and simply astounding.”

While mobile is one of the most comprehensive mediums available, it is important to stay relevant, and offer meaningful content to your mobile consumers. The small size and consumption in time that is offered by mobile make it key for marketers to offer unique and valuable content in order to catch their consumers’ attention, rather than catchy ad words and banner ads.

5. Follow the leaders

“It’s important for marketers to consider that ‘it’s about mobility — mobile is guiding the consumer’s experience with content, brands, real-world and community 24/7. Taking these experiences into account when deciding which tactics to pursue is key. Commerce apps are incredibly powerful for brands and generate deep loyalty from their target consumers through ongoing engagement (e.g. Chase, American Airlines, Delta, Starwood and OpenTable). Campaign-specific initiatives are successful at generating awareness and eliciting a direct response’.”

There are exceptionally few true innovators in the mobile business, and more than a few really good copy-cats. If you’re in the mobile advertising business to win a Smarties award you’re in the wrong business. Mobile is about sticking to what works, and seeing results.

6. Be the change

“Positive industry change and development will be spurred most strongly by the shift of budgets into mobile.”

Shifting your marketing budget from where it has traditionally been to where your consumers are paying their attention will allow the mobile market to not only grow, but flourish and innovate.

The mobile market is still young, and is still developing and evolving (though possibly going through a teething stage). It is up to the brands and businesses entering the market to define how business and consumer interact over the mobile channel. There has been success, and there has been failure, but so long as brands stick to their mobile guns, and follow some (if not all) of these guidelines, success will realized and the power of the mobile market will be seen.

Do’s and Don’ts for Mobile Marketing in 2012

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What used to be a neat concept for the future has quickly become a reality – nearly every successful marketing campaign currently circulating and being planned has (or at least is considering) a mobile component. This represents a huge shift in advertisers and brands focusing on where their customers are spending their attention and capital, and encourages the idea that mobile has, and will become even more, a huge paradigm shift in the thought behind advertising. David Ogilvy, once called “the most sought-after wizard in today’s advertising industry,” has been quoted as saying that television was the most monumental shift in advertising that he had ever seen. We saw a subsequent shift with the introduction of the internet, but mobile is placing itself to be an even more influential monument of change in advertising due simply to the interconnectivity and direct access it offers between brand and consumer. But this huge shift doesn’t come without trial and error, hit and miss. As Rimma Kats lightly puts it in her post on the Mobile Marketer,

“…Many times companies miss the mark by not taking the necessary precautions to ensure their campaign is executed effectively.”

In order to alleviate some of the growing pains that come along with a move to mobile, we’ve summarized some of her main points below.

Know your customer, and plan accordingly
Creating a mobile campaign that doesn’t work for your customers is game-ending. When in doubt, if consumer research isn’t available for your customer base, stick to what works, and what is tried and true.

Keep it simple
Mobile advertising campaigns are often much smaller than a typical campaign. With less space to work with, a “busy” mobile campaign can be even more detrimental than a “busy” print campaign. Sometimes, less is more, and in mobile you have to stick to what you can work with. Shortening words in SMS campaigns, and using simpler banner ads has proven to be effective in the seemingly claustrophobic mobile advertising world.

Create simple and clear calls to action
Making sure that the message you are trying to get across is clear and understandable is absolutely key to mobile success. The idea is to present a consumer with a simple call to action that is clear, and easily directive for what they should do next.

Don’t do mobile just for mobile’s sake
Often times no campaign is better than a campaign that was created just to take a part of the mobile pie. A poorly executed mobile campaign will lead to your consumers having a bad taste in their mouth, rather than increasing brand loyalty and saturation (some of the most important reasons to use the mobile channel).

Don’t use a QR code to send a user to a website that isn’t optimized for mobile
I can’t say just how many times we’ve seen this. It is embarrassing for a brand, and extremely frustrating for a consumer, and points clearly that the business was doing mobile just for mobile’s sake. Be clear, be concise, and be intentional.

Though we’ve only covered some of the key topics in this post, you can read Kats’ full list of do’s and don’ts here. With the strength of mobile growing, and the use of more and more multi-screen campaigns to influence purchases, participation, and consumer opinion, there’s no doubt that mobile is here to stay. The only question left to answer is how your business will adapt to the new heavy hitter in the advertising world. While we are clear supporters of anything mobile, one of the most effective and far reaching mobile strategies is the use of text message marketing to connect with your customers, and to drive sales and revenue at times that you need it most. To learn more about what a mobile marketing campaign could do for you, give us a call today.

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