MindFireInc Spotlight
Fast Fact
According to online sources, a study done by Nuestar showed that 2.5 billion text messages are sent each day in the USA.
Source: http://www.textmessageblog.mobi/2009/02/19/text-message-statistics-usa/
Mobile Marketing: The Next Frontier
Over the last several years, SMS text messaging has grown from a novelty to a main stream communication tool. With this shift, SMS text marketing has become an increasingly important component of many company’s marketing strategies. With the recent enhancements to the MindFireInc LookWho’sClicking system, marketing service providers are now able to capitalize on this new channel marketing.
The LookWho’sClicking system now has the ability to deliver both outbound SMS text messages as well as triggered follow up messages. These text messages can drive respondents to a personalized URL as well as provide follow up to people who have responded.
One example of how this technology might be used is in a trade show application: Imagine if you had a client who was looking to increase booth traffic at a trade show. They could produce a variable data printed piece and an outbound email. Prior to the show, they could send both this printed piece as well as a personalized email driving respondents back to a micro-site or personalized URL. When the respondent hits the site, the update profile page could ask them to enter their cell phone number to be enrolled in the SMS text marketing program. This program would allow them to be notified of special trade show offers.
During the show itself, a SMS text message could be sent to the attendees encouraging them to go to the exhibitor’s booth. This may have a call to action that asks attendees to visit within the next two hours to receive special demonstrations or discounts. This type of communication could then engage the customer through email, direct mail, web, and SMS text messaging. This process truly exhibits the power of multi-channel marketing, and will allow marketers to engage prospects at a variety of times and through a number of channels.
Tech Tip: Configuring SMS Text Messaging
Release 2.20 of LookWho’sClicking has a simple user interface to configure SMS text marketing messages. There are a few key considerations when using SMS text. SMS text messaging can be used to communicate with both prospects and respondents. In many ways, the SMS functionality is much like email. However, there are a few things to consider when developing a text message.
Keep it short. When developing a text message, keep in mind the method in which it will be viewed. For the message to be effective, it will need to be concise. The LookWho’sClicking system can be configured to send a message that is up to 160 characters. The message can include variable text, but consider the varying length of characters in your variable text.
Number formats matter. When capturing mobile numbers for SMS text marketing, remember the system needs the numbers in international format. This includes a "1" at the beginning of each number (for example 1-949-203-6171).
Respect privacy. Mobile telephone users have a right to privacy. Prior to sending a SMS text message, you should obtain permission for delivery of content in a mobile format. It is important that you also provide information about how to opt-out of the mobile marketing. The system has been designed to opt-out recipients if they text with the word "STOP" in response to the SMS text message.
Data Management: Simple Tips for List Management
It is not uncommon for campaigns to market to several data sets. This fact can pose problems as the scope of campaign grows. If you are consistently marketing to specific demographics, how can you ensure you are not duplicating efforts by marketing to the same person multiple times because they appear on multiple lists? Here are some simple tips to help avoid this:
The first and perhaps simplest way to avoid duplicating marketing messages to the same person is to use a third party list provider. If you purchase names from a third party list provider, they have the ability to run a list "suppression." For example, this week you order 5000 records listing homeowners with homes that are over 10 years old. You launch a campaign using this list. Next week, you want to target an additional 5000 records. If you did not clearly specify that you wanted to run "suppression" you may run the risk of purchasing many of the same names. Develop a relationship with your list provider and they will be able to advise you on data management tips.
The second way is to run in-house suppression. This can be done by crafting complex queries in a database program or developing a simple Excel formula. For larger providers, a full database solution would be appropriate. For many boutique service providers, a simple Excel formula can provide very good results. Either method requires some knowledge and research. The important issue is to be certain the data drives the right message, to the right person, at the right time.
Many organizations are trying to identify ways to stretch marketing dollars. Recently, two global companies partnered to invest in a highly focused cross-media campaign targeted at senior level executives of Fortune 2000 companies. This campaign resulted in one of the most successful marketing efforts in the companies’ history.
World at Work and World Wide Compensation occupy the same industry, but are in non-competitive segments of their markets. World at Work is a global human resources company and World Wide Compensation is a global compensation organization. They decided to engage a MindFireInc Solution Partner to help cross sell between the two organizations. In both cases, the companies wanted to target high level executives of large companies.
A strategy was developed to target executives from a house list for each organization with a targeted direct email campaign. The email campaign drove respondents to a personalized url to collect information. By "enrolling" on the personalized URL, respondents would have access to a highly compelling offer of a six month subscription to an online resource library. Access to this information is usually several thousand dollars per month. The combination of outstanding copy, creative, list, and offer made this campaign an instant success.
In fact, the campaign was such a success that it had to be adjusted after just two days. The response was so much greater than any other results the company had ever had that they did not have the capacity to contact all respondents. The campaign targeted just over 2800 executives. The response to the campaign is currently at 9.55% and still growing. A second email blast to non-responders was postponed until each respondent had been contacted by a company representative.
