Eagle Ridder’s Sweepstake Is Missing Out On Entries

Mobile Sweepsatake , text-to-enter
Entry information slips have been exhausted. Instead a text-to-enter would have been a better entry method.

The entry box above for EagleRidder’s win a free motorcycle rental sweepstake is missing out on participants because all the paper entry forms have been used. This display stand is in the high foot-traffic lobby of a Hard Rock Cafe and it is accompanied by a beautiful Harley Davidson motorcycle that makes you want to ride it. It does a great job at offering the sweepstake and making you want to to win, but if fails at execution simply because the paper forms needed to enter the contest are used up.

The efficient solution

Instead of depending on paper entry forms that need to be replenish, a mobile sweepstake entry would have serviced the participants and the marketer quite well. It could have said “Text RIDE to 65047 for a chance to win a Harley Davidson weekend rental!”. The participant would have text-to-win their entry and the promotion’s marketing effort would have been maximized.

The Best Way to Give Away a Coupon

This ad showing the woman drinking milk out of the Skim Plus carton got my attention. It was eye catching and the tag line “A glass just slows you down.” was clever, humorous and it says it’s so good don’t wait to pour in a glass just drink it straight form the container. It’s not easy to sell milk and I think this ad did a good job plus it offered a coupon.

The paper coupon conundrum

The ad offered a paper tear-off coupon that I thought was a good idea, my only concern is what happens to the plan when the coupons run out? I decided to give the ad a week and see if the coupons would in fact run out. They did.

The coupons are gone??

Next time a saw the Skim Plus ad, I saw and empty coupon booklet attached to a nice ad. My next question was how many lost opportunities did this promotion waste? How fast did the coupons run out? Did that lady take more than one coupon? Will someone come to replace the coupon booklet? Let me try the QR code…nope that just takes me to their Facebook page.

Coupon on my phone

A better way to distribute a coupon and not have to worry about replacing them when they run out is to simply add a mobile coupon call-to-action. Something like “Text SKIM to 65047 for an instant $2 coupon.” Done. Coupons never run out and the customer gets the coupon instantly in their phone. For the marketer she has the option to continue to offer new coupons via text as it builds a mobile database of interested customers. It’s a simple and elegant solution to distribute coupons to the customer’s mobile phone. Looking to do mobile coupons? Contact us.

Bass Pro Shops Mobile Campaign Baits But Fails to Hook


I came across this sign at a Bass Pro Shops store and it immediately captured my attention. It was creative, humorous and perfectly placed at eye level at the entry way of a cashier’s line. Its location ensured good exposure to all customers, those buying and those waiting in line to pay. It couldn’t be missed!

Why should I sign up?

Even though the call-to-action didn’t offer an instantaneous reward for joining, I thought the ad was good enough to help increase their database of mobile and email subscribers. The word “alerts” may communicate “deals, offers or something special” to some customers, so it could work even though a clear incentive for signing up was not expressed. A better idea would have been to offer an immediate 10% off purchase. This kind of incentive is likely to increase signups especially in an area where customers waiting to pay are thinking about the cost of their purchases.

I’m confused

Putting the incentive issue aside, the call to action to join by texting BASSPRO (keyword) to the short code was pretty good. Even though I think scanning a QR is a cumbersome and embarrassing process, I did scan the QR to check out the site.

The sign says one thing but the QR code does another?

I was expecting that by scanning the QR code, it would open my text (SMS) application and show the keyword in the message field and the short code number in the send-to field, ready for opt-in. To my surprise, the QR code took me to a mobile website that asked for my email to subscribe. I was confused. If the sign said to sign up for mobile AND email alerts, how was I supposed to get mobile text alerts if the QR code landing page only asked me for my email?

Keep it simple or you’ll confuse the customer

This is the kind of misused opportunity that happens when you mix your mobile channels. Bass Pro Shops is telling the customer one thing, “sign up for mobile AND email alerts,” but the channels (QR and SMS) are leading in two separate directions. The QR is for email sign up and the text is for the mobile alerts. Unfortunately that was not explained. It was not obvious in the ad and was confusing for the consumer to decipher.

Make your call-to action crystal clear

What Bass Pro Shops should do is first get rid of the QR code and just offer one simple call to action “Text BASSPRO to 43902” to join our mobile AND email lists.

The customer would text the word and get a confirmation of opt-in to the mobile alerts program along with a link to the email signup landing page. If Bass Pro Shops wanted to offer email or mobile signup separately, the ad needed to clarify that. It could say “To receive our text message alerts, text the word BASSPRO to the number 43902” or “To receive our email alerts, scan the QR code or visit this website address.” Adding the website address under the QR code is always a good idea. It gives the customer a preview of what to expect from the scan and if the customer doesn’t have a QR scanner app or doesn’t know how to scan, he can always type in the web address on their smartphone.

Lesson: Test all of your ads in real life

It’s important for marketers to always test their call-to-action display ads in their real environment. This helps them understand what the interaction is like between the ad and the consumer in the real world. Have you come across any examples good ads that don’t work in real life? The billboard phone number that is too small to read? Tell us in a comment below.

Retail Stores Are Optimistic on Text (SMS) Mobile Marketing

Retail Stores Text SMS Sales - momares.com Retailers have a lot to gain by implementing text (SMS) mobile marketing campaigns. We have seen first-hand coupon redemption rates of 10%+ and return on marketing investment of 300%+ and I’m not exaggerating.  Customer who sign up to receive coupons via text message absolutely love the program and we know this because the unsubscription rates are less than .05% and our clients mobile text (SMS) marketing programs double in subscriber each year. No marketing channel out there beats 99% message delivery and open rate for the cost of  program, none! Interested in staring a mobile program for your store, we know exactly what to do to help make it huge success for you and your company. Contact us at suppport@momares.com

 

Radio Station Leverages Short Codes for Text To Win Sweepstakes

560WQAM and Corona Extra Beer a giving away 6 tickets to the Sony Open Tennis Tournament this March 22, in Miami, FL.

All you have to do to enter is text the word CORONAATP (keyword) to the number 56121 (short code) and respond with your birth-date (winners 21+) and you are in! Easy Peasy Lemon Squeezy.

What 560WQAM knows is that they will get the most amount of entries by making it easy to enter via a text message. The radio station is also able to charge Corona a premium for the sweepstakes and keep its sweepstake fulfillment costs low by not having to print entry forms, create websites with entry forms or worry about data collecting and entering because the data is supplied by the participant from their mobile phone.

560WQAM is leveraging the power of the short code  to add additional value to their sponsor’s ad packages and increase their ad sales by offering mobile sweepstakes. It’s a win-win-win. The contestant finds a painless way to enter the contest, the advertiser gets a low cost sweepstake promotion running and the radio station increases its ad sales.

If you are looking for a short code to set up mobile initiatives and sweepstakes Momares can get you going with our shared short code 65047. Contact us at support@momares.com