Overview

If these are new to you here’s a quick overview. They are 2D barcodes. The most common types are QR codes (short for Quick Response codes) and once scanned allow users to access a richer experience – launch a website, video, opt-into a text message campaign or make a mobile donation. QR codes can be created for free from numerous websites like http://redlaser.com/qrcode/. To scan a code a user needs a smartphone with a camera and the correct barcode scanner. Armed with the right tools QR codes offer a simple and effective way to engage a mobile audience. But not everyone is doing it right.

Here are a few things to know before adding QR codes to your campaign:

1. Let them know what they are going to get. Even if it is just a tease. Make the experience worth the effort. Don’t just launch your main website. It should be a unique, targeted or fun experience for the consumer. (ex. Scan to enter our sweepstakes, scan for a coupon, scan to get show times in your area)

2. Not all consumers have a barcode reader or the right scanner on their smartphone. There are different kinds of 2D barcodes so make sure to let the user know where to get a reader (ex. Need a barcode reader? http://scan.mobi). Even if a user has a scanner, if you don’t tell them which one to download they may not have a positive experience. Without the right scanner the user can complete the experience and will leave frustrated. Make sure to let the users know where to get a reader

3. Add the code in a way users can scan it. A lot of marketers do pretty well here, but when dealing with outdoor advertising you really need to make sure glare and other elements are addressed or users won’t be able to scan the image.

4.Offer the option to get the same info via text message. Although ATT and Verizon both anticipate that over half their subscribers will have smartphones by the end of this year, there are those with feature phones that can’t scan QR codes. You also have people that don’t want to take the time to download the reader. Don’t miss the opportunity to engage. Offering more information via a text campaign allows user to engage quickly.

These are just a few quick lessons learned to help you get started. We’ll keep blogging about how to integrate mobile. If you have specific questions add a comment or contact CrossLink Media to discuss how to create or enhance your mobile strategy.

A recent study by Borrell Associates sees fundamentals in place for mobile that will boost its trajectory over the next five years beyond what broadcast TV reached in the 1950s and the Internet reached in the late 1990s.

More than any other medium in history, mobile is capturing new users at a dizzying rate — which means unprecedented opportunities for mobile marketers.  Check out these powerful stats:

• Text-based coupons are the fastest-growing, easiest-to-implement mobile marketing campaign. Redemption rates for mobile coupons are an astounding ten times that of direct mail or newspaper coupons. 

• Last year, online marketing helped businesses capture $44 billion in consumer spending; mobile marketing grabbed $2.7 billion of that. Mobile marketing is predicted to grow an impressive 84% per year, and hit $57 billion in consumer spending by 2014.

Captivating Creative:

Clearly, mobile marketing will continue to be a major force in marketing. Which means captivating them with good copy is critical for savvy sellers. But creating content for mobile isn’t the same as content for the desktop. Some key points when creating mobile marketing campaigns:

• Think Twitter: Short, sweet and to the point. Running a mobile messaging campaign? You have 160 characters of plain text to communicate your message. Remembering that reality will help you create concise, memorable messages.

• Mobile Users Have Lots of Distractions: They are on the go and checking messages in between other activities. Quickly get to the point or you’ll lose them.

• Be Engaging and Personal: Put your key message right up front, but make sure the user sees value and relevance or they could opt-out of future communication. Mobile needs to be about offering something unique, entertaining or valuable.

• Put it to the Test: Have friends, colleagues and (especially) those outside your industry take a look at your mobile campaign. Do they get it? Would they buy it? Remember, ’tis far better to test — than regret!

Further resources:

• http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=126351

• http://gigaom.com/2010/04/12/mary-meeker-mobile-internet-will-soon-overtake-fixed-internet/

• http://mashable.com/2011/06/14/optimize-mobile-marketing/

We offer our sincere thanks to the brave men and women of the armed forces for all they do to protect our freedom every day.  To all our clients, partners and friends we wish you a safe and Happy Memorial Day!

Mobile loyalty programs simply make sense. Put fresh deals at your most loyal customers’ fingertips—on their phones, which are likely in their pockets—making it easy for them to return again and again.

Take the case of our client, Santikos Theatres, a locally owned and operated movie theatre chain in South Texas. With a limited budget, they needed to find a cost-effective way to attract and retain local audiences, and their goals were clear.

Santikos wanted to:
• Provide easy mobile web access to show times and movie info
• Boost concession sales once movie goers were inside the venue
• Offer incentives for customers to return time and time again

Santikos Theatres set up an opt-in Mobile VIP Club that uses our MessageLink solution to deliver text alerts, mobile coupons, mobile sweepstakes and other special offers.

The results? Santikos saw a high return on mobile offers: 11.5 percent on a buy-one-get-one-free offer, and 10 percent on a separate free-ticket offer. Most importantly, the company saw a reduction in advertising expenses as now having a database of opt-in subscribers allows Santikos to remarket, with high success, to these individuals. They know they are reaching their audience and that they can reach them again!

Alexis Smith, Senior Marketing Manager at Santikos Theatres:

“Mobile marketing has allowed us to reach our core demographic and create a relationship with them. It has also allowed us to be a part of today’s version of ‘word of mouth,’ as our messages are forwarded to members’ friends and family.”

A quick summary of the key benefits of mobile loyalty programs:

• The benefits to your customers are clear—they get great deals without having to carry around another paper loyalty card.
• With a mobile website, your customers have product information, special offers and your business hours at their fingertips.
• You can reach your core demographic easily—and instantly!
• Increased sales and brand awareness! The value you give your customers will likely determine your level of success.
• Mobile information and offers extend your business reach through viral sharing.

Of course, the intangible benefits are often the most valuable. Delivering mobile offers that present true value to your audience encourages a chain of positive experiences, which in turn result in increased sales and building long-term relationships with your best customers.

For more information, see our Santikos Theatres Case Study.

Would you consider, then, intruding into clients’ homes or cars? Disturbing them on their phones with an SMS alert advertising your new spring product line? 

Consider that a 2010 survey by mobile messaging provider, Dialogue, found that almost 70 percent of mobile users in the UK want more SMS text alerts for everything from appointment reminders to bill payments. Consider, too, that there are roughly ten mobile users in the United States for every one in the United Kingdom.

Also keep in mind that approximately 82 percent of US consumers use their mobile phones in and around stores to compare prices, check hours and read product reviews; and that most shoppers prefer the immediacy and convenience of opt-in text alerts and coupons from retailers over standard printed mail.

CrossLink Media clients like Santikos Theatres and The Exchange have seen great responses to their text alert and mobile coupon campaigns. Santiko’s loyalty club, Mobile VIP Club, recognized 11.5 percent redemption of buy one, get one free offer and ten percent redemption of free tickets offers. The Exchange recognized redemption rates as high as 30% for mobile coupons.

Think about the convenience of reaching your customer base so quickly, and the many ways you could use mobile alerts:

• Promote new products and hot seasonal items immediately
• Notify customers of sales and send regularly timed coupons
• Introduce a loyalty program with VIP alerts to select customers for special discounts, promotions and customer-feedback rewards

It’s all about building value and relationship with your client base on their terms, and in a world where mobile devices are perceived more as an efficiency tool than merely a phone, the text alert is increasingly no longer seen an intrusion.

As long as you follow a few guidelines:

1. Only send text alerts to customers who have opted in to receive SMS alerts.
2. Keep text messages relevant and targeted to your audience.
3. Find the right alert frequency. If you say you’ll send weekly specials, send messages weekly.
4. Provide true value and a specific call to action – for example: Shop this Saturday only. 20% off with code SAVESAT.

Just as traditional client service has always been about courtesy, so too with mobile marketing. Send text alerts to those who want them, manage the frequency and make them valuable, and you will reap the rewards of old-fashioned service using high-tech tools.

Who To Target: Text2Pledge often works best with existing donors who like the convenience of donating via phone, but don’t want to be constraint to a low dollar amount. 

How It Works: Displaying a live webpage with a real time pledge counter and instructions on how to pledge at your live event can be very powerful. Donors can write quick messages of support with their pledge, like “$500 in memory of my mom” or “$1000 from ABC Corp. We’ll double it if you pledge $1k too.” They can even just pledge anonymously. Seeing the funds grow right there at the event and allowing members to get involved in a personal way by adding a message generates excitement and an energy traditional pledge cards can’t.

LESSONS LEARNED:

1. Get the Crowd Warmed Up: It can be a little tough to be the first one to donate. Break the ice by integrating instructions on how to donate right into your agenda. “Everyone get your phone out! Start a new text message by entering 95613…” Actually submit a pledge so participants see it on the screen and have staff walk around and help donors that are unfamiliar.

2. What Was That Number Again? You probably can’t or don’t want to leave the live webpage up for the entire event. Integrate Text2Pledge instructions at the tables or in the program allows guests to access them easily. Then keep reminding them through the night to participate. This is particularly powerful after a moving speaker or video. You can also acknowledge the pledge counter when a large donation comes in or a message calls out a challenge or a touching sentiment.

3. Stop the Presses? Mobile giving offer convenience, instant gratification and a green alternative to pledge cards. So, it’s alluring to want to drop the traditional methods from your budget. However, mobile giving is still a relatively new concept. Offering traditional pledge cards, even in limited quantities, in addition to Text2Pledge is advised until widespread adoption is obtained. You will have a few folks that like the way they’ve always donated and don’t want to change. You don’t want to miss out on any pledges however they come in!

4. Don’t Forget the No Shows.  Typically Text2Pledge works best during live events, but since it employs mobile and web based technology, it can be accessed from virtually anywhere. So let key donors that can’t be at the event know about the webpage. They’ll see the pledges rolling in and can donate remotely. It gives them the ability to be involved even when they can’t be there in person.

Have you started using or investigating mobile giving for your NPO? If yes, how is it working? Do you have other lessons learned you can share with other charities considering adding it?

Here are the five steps to creating a mobile coupon program: (1) offer creation (2) unique code generation (3) distribution (4) validation and (5) redemption.  

1. Offer Creation: This is the critical first step. The author and I agree that starting with a compelling offer is key. You are trying to drive people into the store after all. However, he next states that the offer should be unique to mobile. “If you can get the same offer via email, Facebook or Twitter, there is no need to join a mobile program.” Not sure I agree on this point. Users are going to engage with your brand in the medium that works for them. They may not friend you on Facebook; follow you on Twitter AND opt-in to receive mobile alerts. Why not create compelling offers that engage the audience in a way that works for them? Also, mobile coupons offer a convenience the other platforms don’t.
2. Unique Code Generation: The author believes that in order to track mobile coupon redemption and ensure validity each mobile coupon should be unique. So if you have 50k mobile subscribers you need 5k coupon codes. Again, there is value to this approach, but I don’t think it’s a hard rule. The point of sale can track how many times the coupon was redeemed and offering a simple text-based coupon that can be used repeatedly or shared with friends makes sense for some campaigns.
3. Distribution: Delivering your coupon to the right users at the right time is critical.  No argument here. If you are sending out lunch coupons you don’t want to send them the night before. You want to send them mid-morning when people are deciding where they’ll eat. Think through the ideal time to blast your message and schedule it accordingly.
4. Validation: The article talks about requiring technology on or near the point of sale to ensure the coupon hasn’t already been redeemed. This kind of solution may be a deal breaker for some businesses. We don’t think it is a requirement. Offering simple text-based coupons that can be redeemed by showing a user’s phone may work perfectly for your offer. Of course, training your employees is critical. You don’t want to drive people into the store to be greeted with a blank stare from the cashier. Let employees know about the offer and how to redeem it. If you’re giving away a TV with each coupon, you definitely want a level of security around that offer, but if your goal is to increase your lunch crowd, maybe a simple text offer meets your objective.
5. Redemption: Tracking how many coupons were redeemed is critical to assessing the ROI of the campaign. Whether you employ a high-tech solution for single use coupons or a simple counter at point of sale depends on the campaign.

Mobile coupons are convenient and easy for end users and that is why we are seeing redemption rates skyrocket. We believe there is a need for creating single use coupons for high value offers, but don’t discount the value of viral, simple to use and redeem text-based coupons for the right campaign.

Mobile messaging is an ideal way to engage with the largest number of mobile users. Over 90% of mobile devices in the US have the ability to send/receive text messages[i] and pretty much anyone under the age of 44 is texting more than calling[ii].  Even the majority of smartphone owners prefer to receive basic coupons, deals and newsletters.[iii] Seems like the ideal way to reach the largest number of consumers, right? Right! But, before you get started make sure you know the rules.

1.     Participation in a mobile messaging or SMS/Text campaign must be 100% opt-in.  As a marketer you can’t purchase a mobile database or spam existing customers’ mobile phones with your message. You must use traditional media to inform them about your campaign and entice them to opt-in.  This is not only a Mobile Marketing Association (MMA) best practice. It is the law (CAN SPAM Act and FTC Act).

The United States Federal Trade Commission is prosecuting those that don’t comply. A recent egregious case involves a marketer who, in one 40-day period, sent more than 5.5 million spam text messages, a “mind boggling” rate of about 85 per minute, every minute of every day. 

This is an extreme example, but there are countless cases of legitimate marketers that aren’t complying because they aren’t aware of the laws or misinterpret them. So, simply put – marketers must use traditional media (print/web/TV/radio/outdoor) to inform consumers about a text campaign. Consumers can only participate by actively texting the correct keyword/short code from their mobile phone or a web interface promoting the campaign.

2.     Not all mobile users have unlimited text plans: If you send unsolicited messages to consumers they may be paying for them. It is important that the consumer has the control of who they engage with via mobile. Creating compelling mobile campaigns that offer value to the end user will drive them to engage with your brand. 

We think connecting with mobile users via simple text is a great way to extend your brand. We’ll continue to blog on mobile messaging best practices and tips and trick. Have question or thought on the topic? We’d love to hear from you.

[ii] Nielsen Mobile 2009

[iii] Harris Interactive 2/11

As a marketer, are you offering them? Mobile coupons can be as simple as a 160 character text message accessible on over 90% of existing mobile phones in the US. They are convenient, easily shared, environmentally friendly and typically don’t require any special equipment at the Point of Sale (POS). They also offer marketers a lot of flexible. Mobile coupons can be changed quickly and campaigns can be segmented to provide the right offer to the right user at the right time.

Mobile coupons don’t make sense for every campaign, however. Here are a few thoughts on who should use them and how:

1. Mobile Coupons aren’t right for every business: They typically work best for brick and mortar stores, specifically those that have seen some success with paper-based coupons.
2. Publicize. Publicize. Publicize. One of the biggest challenges with coupons is making sure people know about them. Provide clear, concise call to actions in traditional media about how to get/redeem the coupon. Add them to you mobile website and driving awareness via other channels like social media to improve awareness and usage.
3. Personalize as much as possible: Mobile marketing is all about providing relevant, compelling content to a targeted audience. People will opt-out if the content they are receiving isn’t useful to them. So make sure to get to know your users and segment them into offers that will resonate and keep them engaging with your brand.
4. Train your staff: Although mobile coupons are incredibly easy to use, they don’t work if your sales team doesn’t know about them. Make sure everyone is aware of the campaign and how to redeem the offer and address customer questions.

Interested in reading more about mobile coupons? I thought this blog has some insights worth sharing: A Better Approach to Mobile Couponing.

Got a success story to share or a question to ask? We love to hear from you!

Text2Give has only been around for a couple of years, but because the donation requests are low, the billing is automatic and sending a text message so familiar it is changing the way charities acquire new donors. The real power of Text2Give is in its immediacy and its ability to expand the number of people involved in charitable giving. People can donate at the precise time they are emotionally moved to make a contribution.

So is Text2Give the right approach for all non-profits or for all fundraising efforts? Here are some things to consider when determining if it is right for your organization:

1. Not all non-profit organizations (NPO) will qualify. The NPO must meet the following requirements:

• They must be exempt from income tax under section 501(c)(3) of the Internal Revenue Code.
• They must be registered as a soliciting charity in all states in which the solicitation will occur. In the event of multi-state solicitations, the NPO must be a registered as a soliciting charity in all states requiring registration, unless sponsored by a qualified 501(c)(3) organization who is registered in all states requiring registration.
• The organization shall be in good standing in its state of incorporation and have been operational for at least one year.

2. Text2Give works best for acquisition campaigns. Mobile Giving allows you to reach a larger, more diverse audience and offer them the opportunity to act quickly, easily and on their terms. Once they have donated, engage them via a text campaign to strengthen the relationship and educate them about your cause.

3. Text2Give needs to be integrated into your fundraising strategy. As I mentioned, Text2Give allows people to donate at the precise time they are emotionally moved to do so. Therefore, integrating it into live events or in response to a global tragedy, like Haitian relief work well. However, many NPOs don’t address global tragedies or have lots of live events. In order to get the most out of this tool you really need to find many opportunities to insert Text2Give into your campaigns – press releases, social media, web, etc. There’s an art to determining when to push your traditional fundraising methods and when to use Text2Give, but in order for mobile giving to be successful it needs to be a strategic tool.