Targeting Your Mobile Market
From our case studies the biggest lesson you will have learned is to target your market or your audience. Look at how successful Obama was by just using mobile marketing to target the younger audience.
Research showed British Airways that the best way to deliver content to their customers was by mobile email. Look at the results that both of these methods achieved.
You want to narrow down your target audience for each message, this way you are more likely to get positive results.
In a recent marketing campaign in Europe McDonalds teamed up with Disney to promote the movie ‘Monsters Inc’. They used mobile marketing to do this and encouraged visitors to McDonalds to enter a code from their purchase in the hope of winning a prize.
In another SMS campaign McDonald’s had kids enter a code to Santa where everyone would win a prize. Prizes included a call from Santa, sending postcards to friends, free phone calls and free mobile phones. This one campaign had 1.5 million users in just over 5 weeks!
Wrigley’s did the same type of thing by targeting young kids. All they had to do was to text in a number for a chance to win prizes. This appealed to their market and encouraged more sales of their products.
When developing your SMS campaign you must decide what it is that you have offer. If you are selling teenage products and want to target teenage girls then find out exactly what type of information they want. Are they looking for information on beauty and hair care, or music and dating? Then give them what they want. Your campaign could be to give out a free makeover, hair and nail samples or free music cd’s.
The goal of your campaign is to get customers interested in what you have to offer and have them coming back for more. By offering free samples, products or discounts you can then offer them more information by joining a mailing list or your newsletter. This way you have gained permission to text message them. Your audience will now be targeted and open to your offers.
