Kim Dushinski

The Big Picture

A few campaign examples to get your mind going with possibilities

Solid strategy you can follow

Straight talk about mobile spam

STEP ONE

Source:http://lunchpail.knotice.com

Mobile Email

Mobile Email

50,000 iPhones in SA40,000,000 Total Cell Phones

Source:http://www.mkhoj.com/home/news/?p=706

STEP TWO

Requesting “info and hours” got me that and nothing more. No calls from the agent. No further texts.

A phone number might have been a better call to action

Here are the prizes that can be won with cup codes:

AUTO DIRECT TO MOBILE SITE

CONTENT ADJUSTED FOR

MOBILE USE

www.papajohns.com www.papajohns.com

DO NOT SETTLE FOR BRAND

AWARENESS

COOL

YES!

SO WHAT?

BUILD YOUR LIST

GET THEM IN THE DOOR

GET ON THEIR PHONE

39% of South African mobile

market now has access to email

without needing a computer

New email users WANT to get email – offer something to them they want to get

Actively promote email campaigns to build a powerful mobile email list

STEP THREE

Raise your hand if…

1. ALWAYS GET EXPLICIT PERMISSION before sending text messages!

2. Opt-In and Opt-Out

3. No False Advertising

4. Follow MMA’s Best Practices Guidelineswww.mmaglobal.com/bestpractices.pdf

1. It makes your potential customers ANGRY.

2. In RUINS mobile marketing for everyone.

3. You won’t always get away with it.

Satterfield vs Simon & Schuster$90 million lawsuit won by consumer http://tr.im/rhCn

What the CUSTOMER wants

What your CLIENT (YOU) wants

MARKETINGVALUE

Always keep your customer’s needs and wants in mind FIRST and let your marketing goals come second.

MARKETINGVALUE

1. Be CONGRUENT from start to finish

2. Offer RELEVANT VALUE when and where customers want/need it

3. Provide CLEAR DIRECTION about how to participate with campaign

4. Give a strong CALL TO ACTION

5. Actively MARKET your mobile campaign

MARKETED

CLEAR DIRECTION INCONGRUENT

How is an “itinerary compiled by UrbanDaddy for a memorable night of my own in a city near me” congruent with a Lexus?

What does EAT or DRINKS have to do with a car?

I’m not in Las Vegas. I’m in Denver. How would eating here get me into a Lexus?

IRRELEVANT

WRONG PLACE

RIGHT PLACESTILL IRRELEVANT

RELEVANT

RELEVANTNOT CONGRUENT

NO CALL TO ACTION

NOT TRACKABLE

Source:www.dailydooh.com/archives/13869

MARKETEDRIGHT PLACE

RELEVANTSTRONG CALL TO ACTION

CONGRUENTCLEAR DIRECTION

GET STARTED!

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