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So what does this do for us?

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We all want to be in the digital game.  Text marketing, mobile advertising, device apps, data analytics… we just have to be there.  But man do I dread the question, so.. what does this do for us.

Take text marketing.  I have actually had a text marketing provider show stats to convince me to use their service that show an event with attendance of over 20,000 where 200 people responded to a text promotion with 100 actively signing up to stay active in the text “club” and then 50 being still engaged and not having opted out a few months later.  That is one case where we have to ask, so what is this doing for us?  I for one am not excited about .1% – 5% data capture rates for a mobile promotion.

Granted we sometimes have to play in a field until we get a complete understanding of its potential as an advertising and selling platform, but sometimes we might also be correct to simply punt and wait for the next round all together.

In the texting case, I actually believe it is a worthwhile endeavor for event promoters.  But, like in most marketing endeavors, you have to be willing to fully apply yourself to reap any rewards.  The problem with so many sports and events is that they actually don’t value the text platform enough, hence, they get paltry returns for their efforts.  No, I am not happy with less than 5% data capture (a number that would actually be at the high-end of most text promotions at events).  The investment required to make the promotion successful goes well beyond the cost of the text platform and its communication to your event going audience.  You have to also invest in the reward for the participants.  A t-shirt or a couple of tickets simply is not compelling enough, but a chance to meet a player back stage and fly with the team to their next away game might get you a shot at a much greater opt-in from the audience.

Much like traditional advertising where you would not spend $1 million on the media buy and then $1 hundred to create the spot… so too, you must remember that investments in digital and mobile platforms require more than just the technology for the execution.

Has anyone seen a truly successful text promotion out there?  Any examples of a promotion where you were compelled to text?

Here are a couple that have gained real traction in their text promotions:

Los Angeles Lakers

Pittsburgh Penguins

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About digiweekly

Phygital and Interactigration specialist residing with one foot in old media, one foot in new media and one foot in the nether regions of cool stuff as yet defined as media. Purveyor of the idea that every brand should know every customer personally.

2 responses »

  1. I used to work for Clear Channel Radio, Pittsburgh as a sales assistant and also did some work with their promotions department. This is the only place that I have really seen a successful texting campaign. Here is how it would work:

    The on-air talents would announce a contest on- air for a specific prize, pair of tickets, or a trip give-away. Then they would ask listeners to text the answer to a certain code; sometimes giving restrictions as being the first, fifth, or hundredth person to text in. The sponsoring company would then have their name mentioned a number of times to ensure that listeners understood who was providing their chance to win.

    Truthfully this is the only type of “successful” texting campaign I have seen. Others that I have encountered usually appear to act more like “text spam” rather than a true valuable promotion. I think this is where the problem lies with this type of marketing; consumers do not want to release their personal phone numbers because of the chance that they will be spammed with a high number of useless content messages.

    However, it will be interesting to see if marketers start using more email based promotions with the number of smartphones accumulating and the ability to have email at your fingertips! What do you think?

    Reply
  2. As kmm5855 alluded to, one of the major difficulties with M2M marketing is that a significant portion of message recipients view these messages as Spam. Similar to that of emails, marketers must recognize the fact that a large percentage of those that they reach may not take the time to thoroughly read and/or take advantage of the offer being made.

    That being said, many organizations would argue that there still is a valuable place for mobile marketing in the future. A campaign designed to build brand loyalty, Coca-Cola created the MyCoke Rewards program that rewards consumers for their purchases of various Coke brand items. By plugging the bottle-cap codes into an online account, consumers can cash in a wide assortment of prizes the company has to offer.

    In an effort to further their personal relationship with brand loyalists, Coca-Cola sends out frequent text message alerts that inform consumers what products may be worth an increased amount of reward points for that week. Further, Coca-Cola also sends out promotional offers and events that are only sent to message receivers, thus increasing the likelihood they will be loyal to the brand in the future.

    Overall, text promotions is a medium that is attempted by many, but successfully pulled off by few. If utilized effectively, the upside for marketers is tremendous. Unfortunately, with the continued rise of junk mail and spam, consumers these days tend to be more guarded when it comes to taking advantage of promotions that are received via mobile device.

    Reply

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