Archive for the ‘mobile messaging’ Tag

Want to build loyalty with your mobile consumers, but not sure where to start?   Leave a comment

Mobile messaging or text/SMS campaigns are a quick way to engage with the largest number of mobile users. Over 90% of mobile devices in the US have the ability to send/receive text messages[i] and pretty much anyone under the age of 44 is texting more than calling[ii].  Even the majority of smartphone owners prefer to receive basic coupons, deals and newsletters.[iii] Seems like the ideal way to reach the largest number of consumers, right? Right! But, before you get started make sure you know the rules.

1. Participation in a mobile messaging or SMS/Text campaign must be 100% opt-in.  As a marketer you can’t purchase a mobile database or spam existing customers’ mobile phones with your message. You must use traditional media to engage and inform them about your campaign and entice them to opt-in.  This is not only a Mobile Marketing Association (MMA) best practice. It is the law (CAN SPAM Act and FTC Act).

The United States Federal Trade Commission is prosecuting those that don’t comply with the CAN SPAM Act. A recent egregious case involves a marketer who, in one 40-day period, sent more than 5.5 million spam text messages, a “mind boggling” rate of about 85 per minute, every minute of every day. 

This is an extreme example, but there are countless cases of legitimate marketers that aren’t complying because they aren’t aware of the laws or misinterpret them. So, simply put – marketers must use traditional media (print/web/TV/radio/outdoor) to inform consumers about a text campaign. Consumers can only participate by actively texting the correct keyword/short code from their mobile phone or a web interface promoting the campaign.

2. Not all mobile users have unlimited text plans: If you send unsolicited messages to consumers they may be paying for them. It is important that the consumer has the control of who they engage with via mobile. Creating compelling mobile campaigns that offer value to the end user will drive them to engage with your brand.

Eagle Marketing can help you determine the right way to build a loyal connection with your mobile audience. For many, connecting with mobile users via simple text is a great way to extend your brand. There are various campaign types and you can include click to call or a mobile web address to extend your engagement. We’ll continue to blog on mobile messaging best practices. Have question or thought on the topic? We’d love to hear from you.

[i] CTIA – The Wireless Association 11/10

[ii] Nielsen Mobile 2009

[iii] Harris Interactive 2/11


Posted March 8, 2011 by Amy Blum in Mobile

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Text2Give – Is Mobile Fundraising Right for Your NPO?   1 comment

When news of the devastation in Haiti was all around us, the Red Cross made a simple plea – Text a $10 donation to help the relief effort. Did you donate? I did. After watching countless stories about the toll taken I took a couple of seconds to text a keyword and donate. It was effortless and made me feel that I was helping, even though it was in such a small way. Ten dollars doesn’t seem like much to give, but because it was so simple and the need so great the Red Cross raised $32 million with these small donations. What is even more incredible is that 95% of the donations came from new donors!

Text2Give has only been around for a couple of years, but because the donation requests are low, the billing is automatic and sending a text message so familiar it is changing the way charities acquire new donors. The real power of Text2Give is in its immediacy and its ability to expand the number of people involved in charitable giving. People can donate at the precise time they are emotionally moved to make a contribution.

So is Text2Give the right approach for all non-profits or for all fundraising efforts? Here are some things to consider when determining if it is right for your organization:

1. Not all non-profit organizations (NPO) will qualify. The NPO must meet the following requirements:

  • They must be exempt from income tax under section 501(c)(3) of the Internal Revenue Code.
  • They must be registered as a soliciting charity in all states in which the solicitation will occur. In the event of multi-state solicitations, the NPO must be a registered as a soliciting charity in all states requiring registration, unless sponsored by a qualified 501(c)(3) organization who is registered in all states requiring registration.
  • The organization shall be in good standing in its state of incorporation and have been operational for at least one year.

2. Text2Give works best for acquisition campaigns. Mobile Giving allows you to reach a larger, more diverse audience and offer them the opportunity to act quickly, easily and on their terms. Once they have donated, engage them via a text campaign to strengthen the relationship and educate them about your cause.

3. Text2Give needs to be integrated into your fundraising strategy. As I mentioned, Text2Give allows people to donate at the precise time they are emotionally moved to do so. Therefore, integrating it into live events or in response to a global tragedy, like Haitian relief work well. However, many NPOs don’t address global tragedies or have lots of live events. In order to get the most out of this tool you really need to find many opportunities to insert Text2Give into your campaigns – press releases, social media, web, etc. There’s an art to determining when to push your traditional fundraising methods and when to use Text2Give, but in order for mobile giving to be successful it needs to be a strategic tool.

Not familiar with Text2Give? Check out one of our current campaigns with the Christopher & Dana Reeve Foundation – text REEVE to 20222. Note: You won’t be charged unless you confirm the donation.

Posted October 18, 2010 by Amy Blum in Mobile

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Mobile Marketing Insights from the Best In Class   Leave a comment

Last week’s blog focused on Permission Marketing: reaching people who believe that what you have to offer matters. Mobile Marketing is designed around this premise, creating a personal connection with a prospect or customer by engaging with them on their mobile phone. Today, 25% of Americans participate in at least one SMS marketing program each month. But, how do you get them to start and continue believing in your campaign?

Here are a few ways top brands have succeeded and failed:

ESPN: I think few do it better than ESPN and their “Best Screen Available” approach. The broadcasters clearly understand that their viewers have different needs when they’re watching a big screen or checking their mobile phone. They allow mobile subscribers to segment by sport, teams and other categories so they only get relevant alerts. They save the full play-by-play for Sport Center and deliver real-time scores and highlight to their mobile users. With more than 63 million mobile alerts being sent each month, they understand their responsibility is to get subscribers the relevant information exactly when they want it in a format that is accessible.

ESPN Mobile also designs their mobile marketing campaigns to be agile. They keep tabs on what’s a buzz on social media and infuses this knowledge into campaigns in a similar way you’d react producing a live TV show. Keeping mobile subscribers in the know is the best way to gain loyalty.

Coca-Cola: Coke Rewards is a customer loyalty program where members collect unique codes off Coke products and redeem them for prizes. They have more than a million subscribers and an acquisition rate of around 10% per month. What’s their secret? Encouraging subscribers to pull content of interest to their phones rather than Coke pushing out general alerts and coupons. They develop targeted campaigns where the subscribers decide what they want to receive. They stay focused on offering fresh, interesting contest and prizes that keep users engaged.

Kodak: Kodak learned the hard way that it is critical that you understand how, where and for what purpose your target audience is using mobile. They launched a mobile campaign in movie theaters thinking they had a captive audience, but failed to realize that most people turn off their phones when they get in a theater. The campaign bombed.

These lessons are as applicable to local broadcasters and small and medium brands looking to launch a campaign as they are to those with multi-million dollar budgets. Mobile campaigns, done well, can be an extremely cost effective solution to building real brand loyalty. Have you integrated it into your marketing plan? If yes, how’s it working? If not, is it time to consider it?

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