Marketers are incorporating mobile strategies into their initiatives at a fast pace as smartphones grow increasingly in popularity, expecting to dominate the U.S. market by the end of 2011. We also know that Americans of all age groups are addicted to their cell phones and most are now subscribing to text message services.
Text messages are also opened at a very high rate and actually read because they are short, concise and to the point. These factors combine to provide opportunities for businesses to develop mobile text messaging campaigns to grow their businesses in ways that can be easily measured to determine their effectiveness and ROI.
Mobile text message coupons are an almost perfect marketing channel but to be successful there are seven things you absolutely must do to be successful.
1. Your text message coupon must be relevant to the recipient. Since the very best of the new mobile marketing software enables the creation of a database of consumer preferences and interests, messaging can be and must be reflecting the consumers' areas of interest.
2. Text message coupons must be timely and appropriate to the recipient. Imagine the possibilities of being able to send out notifications everyday of that day's lunch and dinner specials providing the recipient a coupon for a free salad, drink or desert and all they have to do is present their text message coupon when they sit down for their meal. Restaurants who are already doing this on a regular basis report consistent spikes in their business.
3. Your text message coupon must be "short and sweet". In other words your coupon offer must be very easy to understand. People like text messages because they don't have to read them twice to get the point.
4. Don't make mobile text coupon marketing complicated by thinking you need to build expensive mobile applications for the iPhone, Android, Web OS and so on. With the universal protocols of SMS text messaging, you can be platform agnostic and with today's latest mobile marketing software, you can get all the features you need at a very affordable cost.
5. Be aggressive in building a database of mobile phone numbers for existing and prospective customers. However important that database is for the success of your long term mobile strategy, don't be content with just the phone number. Today's mobile solutions allow you to add vital information about your customers' preferences and interests, thereby building a data rich consumer profile. For restaurants, you can determine if they are primarily lunch or dinner customers, their preferred days of the week for dining out, business or pleasure. With that information, you can easily tailor your mobile coupon marketing to reflect these preferences resulting in significantly higher coupon redemption which means more business revenue.
6. Make sure you can easily manage coupon redemption for both the consumer and your business. The consumer should be able to redeem the text coupon by texting back, going online to a website or by presentation at the business facility. Since widespread adoption of optical scanners is probably years away, the business should be able to go to a web portal to check on redemption activity and each text coupon needs a unique identifying code.
7. You must incorporate your mobile marketing initiatives into all other aspects of your marketing strategy. Make it easy for customers and prospects to sign up to receive your mobile text coupons and notifications by simply texting to your unique number such as, "Red Robin" and be sure to reward them with an incentive coupon. Promote your new mobile services with a loyalty club, on your website, Facebook page, Twitter, blog, print advertising, Yellow Pages, print coupons, billboard, is-stores - everywhere you possibly can.
Mobile text coupons are in fact incredibly inexpensive compared to other advertising mediums and are proving to be incredibly effective. Start your mobile marketing campaigns today and begin to immediately see the results.
Bill Hamlin is the founder and CEO of TEGA Technologies which revolutionized the mobile marketing industry with the world's first totally integrated text, email and voice marketing software based on specific customer interests for most industry verticals including hospitality, retail, non-profit, automotive, gaming, wellness and leisure.
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TEGA Technologies, Inc.
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By Bill Hamlin
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