According to the latest data presented by YouGov, a survey on SMS and mobile phone marketing showed the following:

• 65% of people like offers on their mobile phones
• 75% of smartphone users prefer receiving offers via SMS
• 83% would prefer to receive no more than two offer per month

“Only about 1 in 100 of our clients use SMS marketing, as opposed to 90% of them using email marketing,” said Brandon K. Gaille, the CEO of SocialMediadd.com. “This low penetration has led to cell phone owners only occasionally receiving offers via SMS text messaging. This is the primary reason for SMS being the most effective mobile marketing medium for eliciting consumer response.”

To review all the morsels of info found in the YouGov study, check out the infographic below.

Article from Mobile Marketing Watch.

Brand : 

Agency: 7 Media Group

Campaign/program name: Mobile Money Scratchers

Duration: This campaign was initiated in late March 2011 and ran for 25 weeks.

Objective: The objective was to use an existing product ($2 Scratchers) to increase the Oklahoma Lottery Mobile Club. 

Strategy: 7 Media Group’s services for the OK Lottery Mobile Money Scratchers campaign were utilized to promote growth of the Mobile Club by those who purchased the Scratchers.

Call to action: Oklahoma Lottery Scratchers tickets were printed and sold in established venues.  Purchasers were instructed to “Text LOTTOMM to 55678.” From here a message was sent back with details to reply with the 12-digit number for a second chance to win. 

Results: 970,000 Scratchers tickets were printed, and radio advertising was used to help push the sale of the Mobile Money Scratchers.  The mobile campaign produced significant growth in the Mobile Club.  There were over 39,000 texts received during the campaign from nearly 14,000 unique phone numbers. Most importantly, the Mobile Club grew by over 10,500 new members.

Testimonials: The Oklahoma Lottery used the services of 7 Media Group to offer Scratcher ticket holders the opportunity to win a sizeable prize through a second chance drawing, using a double bounce back.  76% of the unique numbers that responded became new Mobile Club members.  The increased membership gave the Oklahoma Lottery an expanded base of users for future sales.

About 7 Media Group: 7 Media Group offers a robust platform that can accommodate virtually any SMS campaign requirement and over a decade of interactive media experience.  Our system is a full opt-in/opt-out format to easily provide two-way communication between you and your audience.  We can help you create a mobile alert loyalty club so you can better communicate with your customers.

Brand : Route 66 Harley-Davidson

Agency: 7 Media Group

Campaign/program name: 12 Days of Christmas 

Duration: December 12 – 24, 2011

Objective: Route 66 Harley-Davidson wanted to maintain its visibility with current customers and add new customers and revenue through a holiday promotion.

Strategy: The goal for 7 Media Group’s services for Route 66 Harley-Davidson was to promote products and increase sales to existing and new members of their mobile club. 

Call to action: Membership in Route 66’s mobile club was promoted through its social media campaign, in-store marketing and previous customers of the dealership.  Members then received daily alerts offering a 20% discount on a different merchandise item each day.  This increased customer awareness of the merchandise inventory and drew more customers into the store during a time of the year when sales are typically slower.  

Results: The dealership had significant increase in sales of the specific items discounted during the campaign period.  For example, the sale of T-shirts purchased on T-shirt Day was over 250% more than a normal day. High-dollar items also saw increased sales.  On Helmet Day, the number of helmets sold with the 20% discount equaled the number sold for the entire previous week; and on Leather Jacket Day, seven leather jackets were sold at the 20% discount, representing a 16% increase over jacket sales the previous week.  These numbers also represented an increase in dealership traffic . 

Testimonials: The 12 Days of Christmas campaign provided Route 66 Harley-Davidson increased sales, increased dealership traffic, and an increase in its mobile club membership.  This promotion continued the success of its mobile marketing that previously helped drive traffic to sponsored events, expanded membership in its mobile club, and increased entries in contests.  Nick Edwards, Marketing Manager for Route 66, says that while the dealership also uses radio and print, “Thirty-five percent of our customers come to us from mobile advertising.”

About 7 Media Group: 7 Media Group offers a robust, proprietary platform that can accommodate virtually any SMS campaign, mobile web site, QR codes and much more. Our system is a full opt-in/opt-out format to easily provide two-way communication between you and your audience. Our experienced management and staff bring over a decade of interactive media experience. We can help you create a mobile loyalty club so you can better communicate with your customers.

If you'd like to find out why7 Media Group is the leader in mobile marketing for the power sports industry and how we can deliver results like this for your dealership please contact us. 

If you will be attending the Dealer Expo 2012 show in Indianapolis, IN February 17-19 please consider joining 7 Media Group Founder, Ron Cariker, as he conducts 2 FREE educational sessions on mobile marketing. Dealer Expo 2012

MOBILE MARKETING ISN’T A QR CODE

While working with Tim Hayden, I’ve come to learn just how powerful mobile marketingcan be. He and I have spoken a bunch over the last many years, and more formally (in a business capacity) in recent years, and there’s so much more that could be done for your business when it comes to how people interact with you via their mobile devices. The nuances and opportunities are vast, and the ability to drive off the path and crash your would-be customer into the bushes of a loss are almost equally big.

You MUST read the full article written by Chris Brogan Click Here!

I recently had the opportunity to travel to Las Vegas to present at the PowerSports Business event, ProfitX. It was a fantastic opportunity to meet various individuals from across the United States in the PowerSports industry and discuss mobile marketing with them. 

As I travel, and even at home, I continue to see creative and effective ways that mobile marketing can be integrated through various means. Las Vegas was no exception. And in many cases Las Vegas is a leader in showing how mobile can be an important part of an overall marketing strategy.

These examples below are all from Las Vegas and without a doubt could be duplicated in any market with the right assistance and strategic planning.

Delta Airlines:

This first example is the first chance I had to use a complete mobile experience with an airline. I have had mobile alerts sent to my phone as a reminder or scanned a QR code for some reason or another but Delta Airlines really has made mobile an integral part of their process.

I received a text alert 24 hours prior to my departure. It instructed me to "check in" online for my upcoming flight, which I did with ease. After checking in I was given the option to have the boarding pass sent to my phone via text.

The example here shows the text I received as well as the landing page for my boarding pass via QR code. What an incredibly easy, green way to zip through the lines without fumbling for that thin piece of paper I always misplace or wrinkle and trash at some point.

 McCarran International Airport:

As we arrived in Las Vegas and made our way to the baggage area we were greeted with this very large banner that presented an extremely clear message that paperless boarding passes were the way to go. It was simple and direct and listed airlines that offered this service as well as a way to get more information from Facebook and Twitter. I think a short code and keyword would have also been effective in letting people seek out more information but this is a great message nonetheless.

Ted Baker:

There were no shortage of QR codes to be found throughout Vegas but this one was done particularly well.

I came across it at The Forum Shops at Caesar's on my way to Joe's Stone Crabs (editors note: the BEST place to eat in Vegas IMO). The window display was filled with this call to action for scanning the QR code to win something. Including the value proposition for scanning may seem obvious but I challenge you to find QR codes being done this way on a regular basis. Most QR codes I come across are simply slapped on an ad with no direction or reason for being there whatsoever.

In this case I was also given an option to go to a URL which was a great alternative. After scanning the code I was led to a very nice landing page as you can see here.

This is a great example of a retailer leading shoppers through a process and to a destination the retailer chose. Not letting shoppers stumble upon it by happen stance.

Luxor Hotel and Casino:

I decided to stay an extra night in Las Vegas after the ProfitX event so Luxor was the hotel of choice. I would be lying if I told you it was for any other reason than to go eat at Joe's Stone Crab. People say dinner alone can be scary but I disagree. I was able to enjoy an incredible meal and soak up some Vegas atmosphere. Plus, meeting people from around the country in town for conventions while I sat and ate at the bar was so fun. ;-)

So back to Luxor. During my brief overnight stay I was greeted with no less than a dozen signs like this example throughout the casino and restaurants. It's abundantly clear Luxor is making a significant effort to let patrons know social media and mobile media is a real means of communication for them. What's missing? Nothing! 

This billboard makes it obvious that Luxor Rewards pays off through social and mobile media. And as you walk through the casino you can grab your phone and do any number of things to engage with them.

The text option and application download pieces are key here. This is a great way for the casino to capture information through SMS. I texted DEAL to 23000 and got a very good bounceback message. Not only did it ask me to reply to confirm and get my 1st offer but also to confirm I was 21. I think they could have done an age validation as part of this and it could have given them everyone's date of birth and another opportunity for a future message as a birthday offer but all in all it was effective and clear.

The additional message I received was also done well by giving me direct links to their mobile application on 2 different operating systems. Much like QR codes are lacking instructions, I think marketing mobile apps have a similar deficiency. If you have a mobile app why not offer a texting call to action and bounceback the direct links for potential customers to get to your app immediately. Stop asking them to search the app store. Make it easy and you will have so much more success.

Auntie Annes Pretzels:

On my departure from Las Vegas I had some time before boarding to grab a snack. Walking through the airport I found Auntie Anne's Pretzels and it was one of the few places with a mobile component for travelers to engage with.

This sign hung above the counter directly in the center of the storefront. It was rotating from the air blowing by and drew your eye to it. The message is clear that you would receive a coupon as part of the offer. Simply text PERKS660 to 21333. The bounceback I got was immediate and cute. "Welcome to Pretzel Perks mobile! Prepare to get free dough."

For all of you out there that try to be witty and funny in your messages I don't recommend it in most cases. It can be extremely difficult to convey your tone and sentiment through a text message. Be clear in what you communicate. But this is a great example of how to be clever and yet effective in your message. 

Now Auntie Anne where's my DOUGH? ;-)

Caesars Hotel/Casino Group: 

Okay I apologize for the quality of this pic. It was getting late and I was "tired" as I walked the strip back to the Luxor. But the video screens at the various Caesars casinos up and down Las Vegas Blvd. - Paris, Harrah's, Flamingo, Rio, etc... displayed the mobile message quite frequently. They were promoting their multitude of mobile offerings like hotel apps, social media and SMS offers. Again it's clear the hotels and casinos value the mobile channel as a means to engage customers and potential customers. They devote prime marketing real estate to mobile messages as in this case here.

Honda Civic:

Technically this is NOT a mobile example from Las Vegas. However, I did receive it while I was in Vegas so I am counting it. I had a client attending a concert in Dallas, TX and they saw this displayed up on the big screens at the concert.

Texting to screens are not a really new concept at concerts but this is an extremely well done display and gives a ton of exposure to Honda Civic. Concert goers can text in message to display on the screens and even Tweet about the concert. And where are they Tweeting from...their mobile phone!

But the real thing I want to point out about this example is that our client is a big advocate of mobile marketing and has had tremendous success with his mobile strategy. The fact that he identified this as something impressive and sent it to me while he was at the concert really speaks to how marketers feel about mobile and it's effectiveness.

I can guarantee you it gave him ideas as he goes back to his business and works on his next mobile marketing campaign.

I recently attended a baseball game in Kansas City with my 6 year old daughter to see our beloved Yankees play. I was anticipating mobile offers to be present since Overland Park, KS (a suburb of KC) is the world headquarters to Sprint-Nextel.

I was not disappointed. Sprint was seen throughout the ballpark but more importantly they took advantage of the very captive audience of baseball fans through the giant video board in centerfield. The "Text-2-Play" feature gave fans a chance to text in to participate and a chance to win prizes.

I was also pleased to see a few additional mobile pitches around the ballpark and in the game program via QR code and SMS. 

Bath and Body Works Direct Mail 

This was a direct mailer piece that my Director of Client Development, Brynn Mays, received late last week. She says she frequents Bath & Body Works so was glad to get the free coupon but then of course wanted to know what the QR code was going to offer.

After scanning the QR code it lead to a mobile friendly list of new products. Bath & Body Works did a great job of giving an incentive with the "free" product but then providing a call to action with the QR code. The "free" item they offered is available for online or in store which is great for those online shoppers.

Heinz Ketchup QR and SMS

I have noticed the QR code on the back of a few Heinz Ketchup bottles over the past few weeks. Now that either says I am very observant of mobile calls to action or I eat out WAY too much. I think both are probably true.

At any rate, the QR code was large enough on the back label to draw my attention in and as I looked closer I also noticed an option to text in as well. "Scan this code or, text PLANT to 5700**" Texting is my preferred method so I joined the campaign and received a great bounceback message that clearly reinforces their marketing message that "Heinz uses PlantBottle(TM) packaging". They also directed me to a WAP site to play trivia and be entered into their sweepstakes. 

The thing worth pointing out with this whole campaign is the effective use of both QR and SMS technology. As popular as QR codes they miss one key ingredient, they do not collect data like a personal mobile number, that can be used for ongoing marketing communication. Had I just scanned the QR code I would have been directed to the WAP site immediately. But Heinz would have missed an opportunity to send me alerts in the future. The SMS call to action delivered the exact same end result with sending me to the WAP site but now they have the ability to send me more offers or campaign messages. A true strategic plan for mobile must consider these issues.

The Oklahoma Lottery

 This is a great example of a traditional medium, radio, driving traffic and participation with a mobile campaign for the Oklahoma Lottery. The Lottery relies on the mass reach radio can provide and finds it to be succesful in responses for mobile giveaways, sign-ups, etc... The radio station in this example takes advantage of their online audience by adding elements that are consistent and reinforce the on-air message listeners hear throughout the day. Radio streaming is very popular during the daytime, working hours so when fans of the station leave their vehicle and go to their office they will typically tune in and listen online via the station websote. With the stations ability to surround the listener with the Lottery message both on air and online it increases the likelihood of success tremendously. Listen to the radio commercial - Click Here!

Bank of America

I, like so many people today, LOVE banking via my mobile phone. The convenience of it is incredible and I feel like I am always in reach of anything and everything I need both personally and for my business. I also love the convenience of doing virtually all my on-site banking through the ATM like depositing checks.

I rarely pay attention to the scrolling messages at my local Bank of America ATM but obviously this message gave me cause to snap a pic. I already use the BOA iPhone app but I think the way they offer this to those that don't have it is perfect. No long explanation to go to the app store and do this or seacrh for that. They used SMS to help them deliver the information they want you to have in your hands. The bounceback message I received diected me to their WAP site with a great deal more detail and information about mobile banking and thier app specifically.

This is precisely why SMS is so useful. The simplicity lends to the success of calls-to-action like this example.  

American Harvest

Every few weeks I hit Apple.com/trailers and watch all the upcoming movie previews. I almost enjoy the trailers as much as the actual movie.

So recently as I skimmed through the various horror flicks and the latest comic book hero movie I saw this documentary clip called American Harvest. I'm not a huge documentary person but I always like to at least see if it piques my interest. This film floored me. I won't get into specifics of the content but sufficed to say I will most definitely watch this as soon as I can get my hands on a copy.

At the end of the trailer was a very clear message related to the film to text HARVEST to 67463. The bounceback simply directed you to their website http://www.theharvestfilm.com/ to learn more. Another great example of taking a captive audience and offering them additional content through a simple method like SMS.

Don't take this as any political soapbox message but I urge you to check out the trailer for yourself.

Route 66 Harley-Davidson

We work with some really great clients at 7 Media Group and our Harley-Davidson clients are some of the best. Their ability to integrate mobile into their awesome campaigns continues to reinforce their faith in the mobile channel. It has become a critical part to their succes from both a promotional standpoint as well as a true revenue generator.

Route 66 Harley-Davidson in Tulsa, OK is giving away a special package to their customers for the upcoming Def Leppard concert. They include dinner and a limo ride to and from the concert as part of the package plus a pair of tickets to the show. They consistently use their mobile database to alert customers of bike nights, specials, charitable events and much more. So their recent alert about this concert giveaway gave them an opportunity to enhance their simple text message with some fun elements like video.

They directed customers to come to their bike night and find out how to register to win the tickets. The mobile web page that clearly stated the giveaway details as well as a YouTube video clip of "behind the scenes" of the Def Leppard tour. The video wasn't directly related to the giveaway but was a great way to get some "sticky" content for the customers and increase their overall experience and desire to win the prize.

They estimated around 500 people came out to their event that evening.

Every industry has its share of unqualified companies trying to get in on the success of others. Mobile is no different. At the end of the day isn’t it about much more than just providing text messaging to anyone willing to spend some cash? Shouldn’t a business person seek to work with the most qualified individuals when it comes to any solution and not just mobile? 

Every minute it takes you to read this article over 1.9 Billion text messages are exchanged globally. That should be reason enough to cash in on the texting craze right? Not so fast. 

The same reason text messaging has become so popular is also the same reason it’s become inundated with literally 100’s of companies trying to fill the need of providing marketing and advertising services, because it’s simple. 

It’s a simple medium to understand. We all readily use it to communicate and keep updated on a variety of things regardless of or age, gender or ethnicity. Unfortunately there are many companies out there that feel it’s simple to start a text messaging company and deliver support, advise and become an industry expert literally overnight. 

Benefits of a Texting Service Provider

Text alerts may be the most pervasive advertising medium we have ever seen. A business or organizations’s ability to reach out to a core audience with extreme relevancy and immediacy can fundamentally change a relationship between the 2 parties. 

Texting is being utilized by many global businesses today like Coca-Cola, BestBuy, Nike, Target and many more as a way to compliment to their multi-million dollar advertising campaigns. 

This medium can really make a difference for the small business owners with limited budgets and knowledge of advertising and marketing. Big businesses employ large agencies with teams of experts across all types of mediums and can limit some of the high risk of failing.  Small business owners do not always have this luxury and are placed at a much higher risk with any advertising efforts and especially one such as text message marketing. 

The relatively affordable cost of starting a mobile initiative opens the door to many small business owners. This also opens the door to the litany of texting companies out there that are simply not qualified to deliver the best overall solution.

Traditional Media

We have all read about the demise of traditional media for many years now. Nobody reads the paper or listens to radio. More TV channels splinter our attention and we are not loyal to local news like we once were. Billboards litter the landscape with messages that are being ignored daily. 

The real truth is traditional media still reaches millions of consumers and by ignoring this you could struggle significantly with mobile success. The reach may not be as personal as it once was but it’s still viable and the history of these mediums must be respected.

I would even consider online marketing part of traditional media when comparing it to mobile. A good background and understanding of online marketing opportunities such as email, banner ads, video, SEO, Google Ads and other successful channels can add greatly to a mobile campaign.

Many businesses still rely heavily on traditional media. Prices are much more competitive across the board than just a few short years ago and can allow smaller businesses into the space.

Knowing businesses are still reliant on traditional media channels demands that you understand the various mediums and how they can be leveraged for mobile success.

Business Model & Services

As more text messaging companies crop up it’s important to understand what services to provide and how to set yourself apart from the competition.

1. Are you entering the mobile space because it’s the HOT thing and you see dollar signs? Are you hoping to get rich on a mobile MLM scheme and build your downline? Or do you feel you can truly contribute to the success mobile can bring to businesses?
2. Will you offer simply a technical solution/platform? Is the technical solution provided what the industry recommends and recognizes or will you provide a solution that’s questionable like SMTP messaging?
3. If you’re approached by a small business can they rely heavily on your expertise and reputation and get guidance and support from you?
4. Is price THE determining factor of your business model? Will you simply crunch numbers to be the cheapest or will you place value on your services as an overall marketer?
5. Is your pricing structure simple enough to understand? Are there add-on fees at every turn? Can a potential client be 100% confident there aren’t any hidden fees that will arise down the road?
6. Is it important for your clients to know that you’re a company that is willing to invest the time and energy to help them understand and grow in the mobile space?
7. Are you willing to be REAL to your client’s? This may come as a silly question but you would be surprised at the number of companies out there that will simply take a credit card online and never reach out to the clients directly.

Mobile marketing is still in it’s infancy but already businesses are getting burned by unqualified texting companies and are left to look for solutions elsewhere. Fortunately for those of us with a solid background in media and marketing can work with these businesses and restore their faith in mobile’s ability to be a successful medium for them.

My company has personally been the benefactor of businesses wanting to switch mobile marketing providers due to a lack of support and marketing strategy provided. These clients believed so strongly in mobile that they just needed a reputable firm to help them realize the full potential out there. We were able to take some basic steps they felt were not being addressed and implement a strategy that was tailored to their business. One client in particular was so happy with the immediate success they saw that they increased their previous mobile budget from less than $100 per month to over $800 per month. The simple strategy we laid out returned results the client was able to measure on his bottom line. These results are not automatic and are not achieved without proper planning and a real understanding of how a business will market and advertise to their core customers.

The mobile space as a whole is changing business, our lives and our future. So will you start a text messaging company or will you provide expertise and services that far exceed a simple technical solution and truly add to the mobile industry?

Ron Cariker is Founder and President of 7 Media Group. Reach Ron at roncariker@7mediagroup.com