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John Danenbarger
Define your objectives and leverage mobile’s unique advantages.
To get results, messages not only need to be opt-in, they need to be personalized and targeted to the customer. If the messages aren't relevant, the consumer will not respond.
a. Objective - First determine the mobile campaign program objective. Do you wish to increase sales, build brand awareness or create customer loyalty?b. Demographics - Pay attention to your customer’s profile. What are they most likely to respond to? Is the customer a teenager interested in ringtones or a family looking for dining discounts. Utilize which products or promotions have interested the consumers in the past. Use previous surveys to gain a better understanding of the individual. In summary, determine what you have to offer your targeted consumer.c. Include a Call-to-Action - A successful mobile campaign depends on an effective call-to-action. After you have identified who will receive your message and what that message will be, include a call-to-action to entice the customer to act. Your mobile campaign will not generate activity if you do not require a response of any kind. Good call-to-actions include: Click here for a 20% coupon, Text us for a schedule of events, click to "a landing page," opt into "auto responder messages," or just call. One of the benefits of SMS is the brevity, as a limit of 160 characters forces the sender to be precise and allows a quicker response from the consumer. d. Timing - Timing is everything and the time of day or year can influence response rates. Successful mobile campaigns reach their customers at the exact moments when they can be most effective. When a customer’s phone beeps with a text message, they look at it 95% of the time. Timing can allow restaurants to advertise for daily lunch specials at 11:30, instead of promoting one special for the whole week. Timing allows a retail store to generate buzz in an empty store with instant random specials. WSI's platform allows you to schedule outgoing messages up to a year in advance.
If you want to discuss the possibilities for your business, call us or write.
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