PROMOTE
Promotional campaigns use mobile as a participation mechanism, rewarding consumers with valuable offers in exchange for their participation. The key here is to make the offer engaging and exclusive to mobile. Consumers opt-in to receive news of new products, discounts and any other item they wish.
Ultimately, promotional campaigns are designed to enable brands to acquire new customers, promote new products and services, and engage consumers with the brand. Combining these promotions with other marketing vehicles, such as in-store signage, your Website or receipt text, can increase effectiveness. Instruct your customers to text a keyword or phrase to a shortcode and they’ll immediately receive your promotion. Plus, the text can stay with them until they are in a position to act on it.
The typical duration of a promotional campaign is one week to several months. Generally speaking, most promotional campaigns peak at 30 days, so it’s critical to keep the information fresh and timely.
Air2Web’s recently launched Mobile Marketing Solution Series includes promotional type campaigns that can be implemented in only seven business days. With implementation this easy, why not give it a try?
Highlighted Promote Examples:
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Promote Starbucks’ National Coffee Break Day |
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Increase store traffic and customer satisfaction |
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Standard SMS – users could text 697289 (MYSBUX) to receive a text message on the day of the Coffee Break promotion, reminding them to visit their local Starbucks for a free 12 oz. cup of premium coffee |
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Create brand loyalty through on-demand mobile discounts |
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Drive store traffic during new product launches |
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Standard SMS – users opted in via email, web and instore to receive mobile coupons and notifications of celebrity shoe sales and promotions |
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SERVICE
Service-oriented programs also are well suited for extension into mobile. The best programs leverage what is truly unique about mobile devices (the fact that they are always on and available) and never ask consumers to do anything they could do on a wired computer.
These solutions build brand loyalty by creating additional value for the customers, and a lower cost to deliver offerings.
Typically, these services are ongoing programs, often used to boost loyalty marketing and extend the brand’s core business to the
mobile platform.
Air2Web’s recently launched Mobile Marketing Solution Series also includes service-oriented campaigns that can be implemented in only seven business days.
Highlighted Service Examples: |
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Promote the Warped Tour 2007 with concert reminders |
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Build brand loyalty and increase fan participation at the series of rock concerts with alerts and mobile contests |
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Standard SMS – fans opted in to receive alerts of show times and autograph sessions |
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Extend service to customers to help them locate Starbucks stores |
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Drive store traffic and local awareness of Starbucks locations |
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Standard SMS – users can text their zip code to 697289 (MYSBUX) and receive the locations of the 3 closest Starbucks |
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TRANSACT
Transactional mobile campaigns reward consumers with ringtones and other downloadable content. This might be in support of the consumer’s favorite rock star, or perhaps his or her favorite NASCAR driver. Additionally, these types of campaigns involve the consumer through participation TV.
Transactional campaigns enable companies to sell, deliver and bill for content to phones, engage customers in interactive TV via voting and polling, and create new revenue streams. The impact is immediate. As consumers demand more innovation, content providers likely will gain more control over creating greater value at a lower cost.
Transactional campaign duration varies. Often, it’s a quick hit to download a ringtone or wallpaper in support of a new product launch. Others, it’s for an entire season of a particular television program. As long as value is being added to the consumer—and the company is creating revenue—then the transactional campaign makes sense to continue.
Highlighted Transact Examples: |
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Promote TNA Wrestling on Spike TV |
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Increase revenue with mobile subscription services and increase viewership and brand awareness using SMS for trivia and polls |
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Premium SMS – for $9.99 a month, text messages from TNA wrestlers, wallpapers, ringtones, videos, and news alerts |
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Provide an additional purchase option for Habbo coins, the currency needed by the Website’s 78 million registered users |
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Enable tens of thousands of Habbo users each month to purchase coins via mobile phone |
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Premium SMS – with each $1.99 text message, users can buy 10 Habbo coins |
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