Live from the Mo Show: Leveraging Mobile in Integrated Promos

The use of mobile devices as one component in an integrated marketing program is on the rise, driven by the increasing penetration of cell phones in the U.S. There are about 190 million U.S. mobile phone subscribers and 98% of those wireless devices are able to send and receive text messages.

And the medium is no longer used to just target the young and tech-savvy. Nineteen percent of cell phone owners aged 50-64 used SMS (short message service or text messaging) in the last three months; 35% of 35- to 49-year-olds; 51% of 25- to 34-year-olds; and 82% of 18-24 year olds, according to Steven Siegel, director of sales and marketing for mobile media company Enpocket, who spoke during the Promotion Marketing Association’s Integrated Marketing Summit on Tuesday.

He said brands should take advantage of the medium’s flexibility and ability to increase the value of other media such as events, sampling and P-O-P.

“It’s a means of self expression, and that is very much unique to this space,” Siegel said.

Siegel outlined eight best practices when implementing mobile marketing:

• Provide real value: It’s about the customer and not you. For a customer to welcome your brand on their most personal and private device, there’s got to be something in it for them—, entertainment, insider information, customized information, VIP status, prizes or incentives.
• Provide instant gratification: If you’re engaging a consumer through a mobile contest, don’t drive them back to another medium to see if they’ve won.
• Keep it simple: Make sure you provide clear and complete instructions on how to participate in the mobile program.
• Integrate the program: Mobile works best when it is promoted and supported by other elements in the marketing plan. Success in mobile is reliant on commitment; it’s about scale. The first program will provide insights for the next program, and so on.
• Offer choices: If the mobile campaign is offering ringtones (now a billon-dollar industry), wallpapers or content where personal preference plays a big role, offer more than one option to the consumer. Their phone is an object of personal expression; if your brand can support that, it’s a win for both of you.
• Test, test, test: Learn as much as you can at every stage.
• Don’t pretend to be a peer: Text-speak like “U R GRT” is a peer-to-peer language, not a brand-to-peer language.
• Use pSMS (premium short message service) with caution: Consumers will pay for certain mobile services if they believe it’s a value for the money. Don’t expect them to pay to receive ads.

Siegel offered a few case studies as examples of recent campaigns. In one, Dunkin’ Donuts wanted to encourage trial of its Hot Lattes to high school and college students in the Boston area by driving in-store redemption of mobile coupons over a one-month period. Radio DJs invited participation by telling listeners to text in a short code. Offers were sent via SMS once a week at peak purchase times (such as 8 a.m.) to thousands of 16- to 25-year-olds in the area. More than 1,000 store employees were educated about the promotion with marketing materials. The results? Three percent replied to receive the coupon and 16% redeemed it for the coffee drink.