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Posts Tagged ‘contests’

Why Mobile Marketing needs to be a part of your mix – Now.

If it’s not currently a part of your company’s marketing mix, start now. Start thinking about how you will stay ahead of your competitors by reaching the increasing number of smartphones & tablets being carried by your target audience. Is your website optimized for mobile? How about your blog? Is there a customized application you could develop that would provide additional value? How can mobile marketing be integrated into your existing marketing mix?

“Consumers are 25% more likely to respond to advertising, (print, billboards, bus shelters, etc) if they are able to do so via a mobile response” ~ BusinessWorld

“Based on 74 campaigns during Q4 2009, and with a huge 69,854 respondents, the research revealed that on average, 22% were aware of a mobile advert — leading to a purchase intent rate of 5.4%” ~ Brandchannel

Together, these two data points indicate that consumers are not only responding favourably to mobile advertising from an awareness standpoint, but that this technology is translating into genuine purchase intent and sales. It comes down to making it easy for your customers to buy your product/service. Each step in between your customer and that customer purchasing your product decreases the likelihood that they will buy from you.

So, what can you do now to improve your mobile marketing efforts and increase your conversion rates in print and traditional advertising? Try playing to a person’s curiosity by adding a QR code to your ad. Link it to a customized mobile landing page. Provide them with a means of discovering what makes your product or services, awesome. QR Codes are very robust and can be used to store links to websites, videos, audio files, images and even SMS messages, so think about how you could integrate these into your existing advertisements.

Recently, we ran a small, local promotion designed to raise awareness for QR codes, local businesses and most importantly, to have some fun with mobile marketing & communications! Over the course of 5 days, we hid prize baskets at 5 different businesses across the city. Using social media (Twitter, facebook and a customized blog), we shared a QR Code clue as to where the prize basket was hiding that day. The first person to arrive at the secret location, claimed the prize. We also installed ‘digital ballot boxes’ at each location in order to reward subsequent visitors for playing along. This ballot entered them into a draw to win some amazing grand prizes including, VISA gift cards and a Blu-Ray player.

After the promotion, we analyzed the data and developed a report that outlined the success of the mobile campaign and how similar campaigns could work in the future. Here are the results of the case study:

QR code

QR Code Project

We learned that not only is awareness for QR codes high, integrating them into existing marketing and advertising activities is an excellent way to add a layer of interactivity on top of your ads.

Adoption of smartphones will increase exponentially in the next few years so you need to begin allocating resources to mobile marketing. Email me: matt@oryxadvertising.com to chat about how we can work together to develop a successful mobile marketing strategy for your business. For starters:

  • K.I.S.S. Keep It Simple, SIMPLE. It’s not just about making a QR code link to your Web page or your Facebook page. Even if those pages are optimized for mobile, chances are the content isn’t. Mobile content needs to be easy to access, to appreciate and to easy to share. If it fails the user on any one of those counts, it won’t create the reaction you’re hoping for.
  • See. Scan. See you later. I’m a big fan of integrating QR Codes into existing activities because taking a picture is faster and easier than looking up a twitter handle or keying in a URL into your mobile browser. Other technologies will arrive making things even easier (See NFC), but right now, QR Codes are king as they’re readily available & easy to use.
  • Let context dictate content. Make sure your mobile content is useful to consumers in the same location you expect them to experience it in. Don’t offer them videos in a location where they won’t be able to watch them right away.
  • We’re still early in the cycle. People won’t buy anything or fill out long-winded forms via your mobile site. It’s just another touch point in a series of consumer touch points designed to keep your message consistent. Great mobile sites serve up awesome content and create a means for your customers to connect with your brand through their desired platform – later if they wish. Your mobile site is a powerful medium for you to wow your audience, raise awareness and keep your brand top of mind for when your customers are ready to buy.

Content from list derived from “How to blend mobile marketing with Social Media” article. Credit: Jesse Stanchak, June 15, 2011

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Why do we treat NEW friends better than OLD friends?

March 18, 2011 3 comments

Note: The views expressed in this post are my own. I am in no way affiliated with Ally Bank. I have included this video to illustrate a point.

Twitter’s recent 5th Birthday was a significant milestone. Almost half a million twitter accounts are created daily which means more people on Twitter, more brands on twitter, more potential followers and more creative ways for companies to activate this audience via promotions, contests and giveaways.

You have no doubt seen contests like this one on facebook & twitter:

Twitter contest

It’s an attempt to promote your company by offering people an incentive to follow or like your brand. This acquisition strategy is typically reserved for big banks (Brilliantly illustrated by Ally Bank above) and telecommunications companies (New customers get a free HDPVR if you switch from your cable provider – Existing customers get nothing).

Why do we treat new friends better than old ones?

I think this strategy is backwards in Social. I understand that companies are looking for a way to monetize these platforms, but touting the number of followers you have or your likes on Facebook not only means nothing to your executives, it demonstrates no engagement with your audience.

And, there are other consequences of these types of ‘new follower’ promotions:

  • Existing follower/like base is highly likely to follow/unfollow, follow/unfollow, like/unlike, like/unlike you several times in an effort to qualify for the promotion. This leads to unnecessary monitoring and management of your followers.
  • Your existing follower base is likely following you because they like your products and want to remain in touch with you for special offers. They are likely to unfollow you/unlike you for good and never return.
  • People are only liking your brand in response to a promotion. It’s unlikely that they truly ‘Like’ your brand and are unlikely to recommend you to their followers.

Here’s a thought: A contest for everyone!

If you truly want to add to your engaged audience, not annoy your existing fans/followers and improve how you are being perceived by your Social audience, why not run a promotion such as this:

“As soon as we hit 10,000 followers (whatever the level) we’ll hold a random draw to give away a Blu-Ray DVD player to one of our lucky followers!”

You will notice the following:

  • Through Retweets and sharing on Facebook, your existing base of followers/likes will actively promote YOU as they try to help you hit the promotion level.
  • Higher retention of followers. People will assume this isn’t a one and done promotion and will follow you longer.
  • Although it has no meaning, you will quickly increase the number of followers/likes you have on Facebook/Twitter
  • You won’t exclude anyone that shouldn’t be excluded & won’t annoy your base of existing followers.

Now, go do it. I’m frantically following & unfollowing the above company in order to try and win the £20 Online Voucher!

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