Archive for the ‘text’ Tag

Isn’t It Time to Add Mobile to Your Marketing Mix?   1 comment

I just read an article titled “Amazing Mobile Marketing Stats Every Marketer Should Know”. With a title like that how could I resist? Out of the nine stats in the article, two stood out to me. The first noted that it take 90 minutes for the average person to respond to an email, but about 90 seconds to respond to a text message (Source: CTIA). It talks to the urgency in which people feel they need to act on text messages. When these messages come from marketers they better be relevant or consumers will opt out. Text message marketing isn’t about brand awareness. It is about providing this audience relevant, fun or useful information they can use on-the-go.

The second stat noted that mobile coupons get 10 times the redemption rate of traditional coupons (Source: Borrell Associates). This stat has been around for a while, but does really speak to a successful tactic for mobile marketers. Mobile coupons are convenient and therefore more likely to be acted on.

Most of the other stats talk about how many people have mobile phones. Having a mobile device is certainly required for mobile marketing, but hardly earth shattering. Once my 90 year old grandmother got one and I have conversations with friends who are trying to decide if their second grader should get one, it is pretty clear we’ve reached mass adoption.

Marketers should strongly consider integrating mobile into their overall marketing strategy because the campaigns work. Adding a mobile call to action like a QR code or text campaign to print or TV ads allows you to track responses and provide more targeted information beyond the piece. Offering a text2win or text2vote campaign in outdoor advertising is a great way to engage a lot of people and quickly build your mobile database. Once opted in you can then provide them additional information about your offerings.

In a world of Do Not Call, Spam blockers and DVRs that allow you wiz right through the ads it can be challenging to determine how to reach your audience. Consumers are in love with their mobile devices. Isn’t it time to connect via mobile?


Posted January 17, 2012 by Amy Blum in Mobile

Tagged with ,

How do you know if they are getting the message?   Leave a comment

Measurement.  The biggest frustration of my marketing career has been from the beginning and always will be clients who don’t measure their response. I am taken aback when folks don’t gather response data but expect to be able to determine whether a campaign is successful or not.

Cataloguers and not-for-profits are great at capturing marketing codes. They simply ask recipients to “Enter the code in the yellow box” or just include a code on the reply. The coded response vehicles give them accurate, measurable, analyze-able (I think I made up that word) information. Information that tells them whether a particular catalog performed better than another, whether a demographic group responded better or whether a rented list is worth mailing to again. Even whether a certain type of donor can be convinced to give more or more often.

Without response information, it is difficult to create a sustained marketing plan. How can you improve on last year’s results if you don’t know what they are? By guessing? By choosing only what you like? Ultimately everything marketers do is to create results. How futile our work is when we can’t define or show our results.

Unsure what to track or how? Eagle Marketing can help you find ways to measure your response. It can be as simple as adding a code to your marketing piece or measuring ratings only in the geographic areas you’ve targeted. Or it can be as innovative as adding a mobile call to action. Adding a simple 2D barcode and brief instructions on how to use it allows recipients to snaps a picture with his/her camera phone for more information.  Adding a quick mobile marketing message instructing them to text in for more info is also an easy way to track engagement. Need help building response info into your marketing plan? Just ask…I’m sure we can help.

Familiarity Breeds Trust   1 comment

Remember the first time you fell in love? Not some second grade crush over the new kid in class. Really deeply passionately in love? Maybe your romance started with a chance encounter or an online chat. Or maybe, like me and my husband, with a blind date. From that first lunch 12 years ago grew the seeds of familiarity, comfort, trust and lasting love. And like any strong relationship, it took time, consistency, and a desire to learn more.

Falling in love is a process that’s cultivated in small steps over time. In many ways, you want your customers to have that very same experience. You want their love and loyalty. You want their trust and devotion. And of course, you want their business.

It all starts with getting familiar – with your customers’ needs, their wants, their particular (or peculiar) tastes. Like with any lasting relationship, you need to keep in touch. And keep up to date. And keep it real and consistent.

One major hotel chain puts this into practice in a simple, automated, yet memorable way. Last year, when my family and I made our annual trek to Disneyland, we booked a room at their Anaheim hotel. The week before our trip, I received a personalized email from the manager anticipating our arrival and asking how he and his staff might super serve our needs. I received a second personalized email following our stay thanking us for selecting the hotel and asking for feedback. Even though I knew these emails were auto-generated, I still got a warm and fuzzy from the nice touch. And my next trip is already mentally booked.

So, whether you’re speaking to your customers through email marketing, direct mail, text messaging or social media, make an emotional connection that’s authentic and meaningful. Be familiar with who they are and what they want. And remind them (like my husband does now and again) that they’ve made a smart choice in picking your company or your product or your people. I think you’ll find that familiarity really does breed trust. And trust is the beginning of every great relationship.

%d bloggers like this: