She Didn’t Get Mobile Marketing. Do You?

If you’re on this site, you’ve probably heard of mobile marketing. But do you really know what it’s all about?

I was talking to someone at an event recently and I mentioned my work in mobile marketing. She thought it was about having a back-and-forth text message conversation with clients. But it’s really about broadcasting messages.

She didn’t understand the difference, so I used an example instead and she got it right away. The conversation went something like this…

Me: “What’s your favorite store?”
Her: Bed, Bath & Beyond.
Me: “Have you ever gotten one of their postcards in the mail with a 20% off coupon?”
Her: Yes.
Me: “Well let’s say the next time you’re driving by Bed, Bath & Beyond you think about stopping at the store, but you don’t have the coupon with you. You’d either have to shop without it or shop another day, right?”
Her: Yes
Me: “Now let’s say Bed, Bath & Beyond did mobile marketing and you signed up for it. You would get a text on your phone that said, ‘Get 20% off your next purchase with this mobile coupon.’ You could go to the store, show the cashier your cell phone with the text message and get the discount. You’d always have the coupon with you.”
Her: Oh! That’s a great idea! So how would that work for my business?

We get asked that question a lot. And the answer really depends on the type of business. But if you’re asking yourself that question, here are a few ideas.

Mobile marketing ideas for your business

• Offer discounts and giveaways to customers who sign up
• Run a text-to-win contest with a chance to win a prize
• Use it as your text-message business card (very powerful for public speakers)
• Announce sales, open houses, a grand opening, a show or event
• Create a customer loyalty program and offer special promotions
• Poll your customers a la American Idol (Ex: “Which wine do you buy most often from our store. Text merlot, pinot noir or cabernet to 65047 and get 15% off your next purchase.”)
• Alert customers when you get a new shipment or have a limited supply of product

The bottom line is if “Jane,” your loyal customer, visits your business more often because of your texts (say once a month instead of four times a year), you can increase sales. That leads to a happy customer and a happy business.

Image Source: Mobile Marketing Watch

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Interview: Is mobile marketing right for your small business?

I was recently interviewed by Tasha Cunningham of the Miami Herald and author extraordinaire of BizBytes on how can mobile marketing help small business owners.

It went like this:

Tasha: How can a small business owner benefit from adding mobile to their marketing mix?

Marcos: Mobile text message marketing offers small business owners the ability to deliver exclusive offers, coupons and invites directly to their customers’ mobile phone in seconds. There are no spam filters, ignored messages or automatically trashed messages. Once a customer subscribes to your text message program, practically 100 percent of your messages are delivered straight to their mobile phone. As compared to e-mail and paper coupons, text coupons enjoy a redemption rate of 10 percent to 30 percent because the coupon is always available to the customer on their mobile phone and that equals increased traffic and sales.

Tasha: What are the best mobile marketing tools available today for small business owners?

Marcos: There are two tools we recommend small business owners to use. First, create a mobile browser-enabled version of a website, also known as a mobile site, because 20 percent of mobile phone users have a smart phone that can access your website. Second, start a text message marketing program immediately. 93 percent of the U.S. population has a mobile phone that can receive text messages. Unlike apps that only work in smartphones, text messaging works with every phone. It’s a direct, personal and cost-effective channel to communicate and increase sales.

Tasha: Is mobile marketing expensive?

Marcos: Mobile text message marketing should not be expensive at all for a small business owner. There are text message marketing plans that start at $10 per month, which is a price point any small business owner can afford.

Tasha: What are the pros and cons of mobile marketing? Are there any downsides for small business owners who decide to use it?

Marcos: Text message marketing provides small business owners with unfiltered direct access to the one device we can’t ignore – our mobile phone, one of the most powerful marketing tools we’ve got. But as a small business owner, you’ve got the responsibility of respecting the customer’s privacy. Messages that provide little value to the customer will affect your brand in a negative way. No one wants advertising on their phone but they do want timely, relevant and value-driven offers.

Think of an exclusive invitation to an owner’s wine tasting event versus an empty ad saying happy hour starts at 5 p.m. Value drives mobile marketing success. After all, if the customer does not like what you are saying, as easily as they subscribed to your program they can reply to your text message with the word STOP and they’ll be automatically unsubscribed. The customer is in control of the communication and just like e-mail there is no place for spam messages.

Tasha: What is the future of mobile marketing? What trends are you seeing in the industry?

Marcos: There is no doubt that text message marketing is the future of small business marketing. There are 173 billion texts sent per month in the U.S. It is the most cost-effective and simple to use tool since e-mail. If you can type, you can be a mobile marketer today. Businesses will distribute 70 million mobile coupons by 2013, according to the Yankee Group, a technology research firm based in Boston. The time to start texting your customers the offers they want is now!

 

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Mobile Marketing in the World of Fine Art: Miami International Art Fair uses Momares to Promote Events, Contest

 

Art fair mobile marketing

More than 17,000 art lovers from South Florida and around the world converged on Miami Beach recently for the Miami International Art Fair. As fairgoers browsed through more than 1,000 pieces of fine art, sculpture and new media on display, they also received texts.

Like this one…

“Don’t miss “Transcending National Barriers: Pioneers of Geometric Abstraction in South and North America” a lecture with Mary Kate O’Hare at 1:30pm”

Art lectures, book signings and even live painting were all events promoted by mobile marketing texts.

By texting the word “ART” to 65047, guests not only received updates on events, they also entered a contest for a Regent Cruise. But this was not your average cruise! It was a 14-day luxury cruise from Bali to Beijing. Lucky winner.

MIAF Text Message Marketing Contest MIAF Text Message Marketing Contest

Lee Ann Lester, co-founder and director of the fair, was enthused by mobile marketing results and plans to continue using text messages at the next fair: Art Palm Beach. Overall, the Miami International Art Fair was a great example of how mobile marketing can be used to promote events, contests and brands overall.

A few of the successful strategies used in this text message campaign:

  • Using a contest to encourage signup
  • Posting signage to promote the text message channel
  • Sending messages pre-event and mid-event without being excessive
  • Building a mobile marketing list of art lovers and buyers
  • Using the last text message of the event to promote the next event!

Need ideas for your own business? Let us know.

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Mobile Marketing Facts and Predictions for 2011

As the year comes to an end, smart marketers are asking us:

Does everyone have an iPhone?

No, but 93% of the U.S. population has a mobile phone. Source

What kinds of mobile phones do people buy?

Mostly Samsungs (22%), LGs (21.5%) and Motorolas (21%). No Blackberrys? Yes, but only us working stiffs (9%) Source

What about those fancy phones people keep tapping?

Smartphone subscribers: Blackberrys (42%), iPhones (24%), Microsoft (13%), Google (13%). Remember Palm? Palm (at 5%) is still around. Source

So, who has a regular phone and who has a smartphone?

About 20% of mobile phone owners own a smartphone. Not what you expected? That’s probably because you are an executive and need to be connected (I feel you), but the rest of the world is doing fine with just talk, text and pictures. Also, not everyone can dish out $118 per month for a smartphone plan. Source/Source

What are people doing with their mobile phones?

You know, what you and I do… take pictures (76%), text (72%), access the Internet (38%), and email and play games (34%). Source

Really? That many people are texting?

Yep, to the tune of 173 billion texts per month and the yearly text figure begins with the letter “T.” Source

What do people want?

Deals and more deals baby! Know anyone who doesn’t want a deal, especially in this economy? 73% of consumers are interested in using coupons delivered by mobile devices.

Coupons?

Yep! Call them what you want…deals, savers, offers or perks, that’s what consumers want and savvy businesses are responding. Businesses will distribute 70 million mobile coupons by 2013, up from 2.3 million in 2010. – Yankee Group/ Source

If I were to start with mobile, where should I start?

Build a list of mobile phone subscribers and start with something simple like text message marketing. If you can write the following: “Welcome to our mobile program, here’s $10 off your next purchase. It’s our way of saying thank you. Coupon Code: SMRTMKTR – Exp.01/31.” You are a mobile marketing genius!

Plug: Sign up with us and start building your mobile list!

Takeaway: Everyone has a mobile phone and most are texting and looking for deals. Text them your deals and boost your business!

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Momares’s 90 Second Elevator Pitch Final

I’m Marcos Menendez, co-founder of Momares.com- Mobile Marketing for the Rest of Us. There are 31M small business in the US, let’s say you happened to own one. The famous Restaurant Du. You just received confirmation that you friend, celebrity Chef Emeril Lagasse will be helping you cook tonight only.

You want reservation now.

You can try emailing your customers but you know that at least 80% will ignore email.You best option is to send them a text message that you know they will get and can’t avoid reading. “Chef Emeril at Du. Tonight only. Call to RSVP”

2 minutes later you receive you first reservation.

We make that happen. Momares helps small business owners send coupons, discounts and offers to the one device they can’t ignore… their mobile phone. Our business model is cost-effective and scalable. We charge our customers for the text message they send. Our customers range from Slice-N-Ice in Coconut Groove to Florida International University. I’m looking to raise $350,000 in capital to help take momares to the national level. For my business card, and as an example, just Marcos to 65047 Just like this. (360 turn and flash my undershirt with message)

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