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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?


Promise and Deliver   1 comment

Years ago I read a book called Permission Marketing by Seth Godin. It inspired me so much, I gave it as a gift to clients and friends. Ten years later, I’m still using it as a point of reference. The reason it resonated is that it put into words my personal belief in the power of building relationships.

 The timeless message? Permission marketing is so effective when you reach people who believe that what you have to offer matters. That it provides a value and that it enhances their life in some tangible way.  It’s our job as marketers to understand what customers want, promise to provide it and then deliver. Every time.

So how do you create connections with your community of customers and deliver the value that keeps them coming back?  You’re on the right track if your marketing messages are:

  • Anticipated
  • Relevant
  • Personal
  • Consistent

In Permission Marketing, Godin suggests turning your email message into a “me-mail” message that creates a more personal interaction that’s both anticipated and meaningful.

One worthy example is Circle Buzz, the new San Diego based on-line coupon service. They send out a daily Deal of the Day email promoting local family friendly discounts targeted to parents. These discounts are downright great. The kind I love to forward to friends because they’re just too good to pass up.

It’s no surprise then that every morning when my inbox overflows with retailer emails that I promptly delete, I take the time to open and read my Circle Buzz Deal of the Day. The smart group of mompreneurs who started Circle Buzz knows that I’m interested in creative ways to explore San Diego, 3 small kids in tow and an eye on the budget. I hope they stay wise to always partner with advertisers who match the target demographic — me, me, me!! If not, it’ll feel like a letdown, a turn off, and a broken promise. And that will mean a quick hit of the delete button.

In this enlightened scenario of relationship marketing, I am rewarded for paying attention and Circle Buzz is rewarded with my business and my loyalty. Not to mention access to my network of other moms looking for a great deal. Everybody wins.

So whether you’re a start up or a multi-national, the bottom line is you have customers who make discerning choices and look for value that makes their lives better. They sign up for what you promise. They’ll stay because you deliver.

Join the conversation and tell us how you or companies you know promise and deliver. We’d love to hear your stories.

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