Mobile marketing is one of the current hot topics in marketing circles but it’s not always the easiest marketing channel, especially for venues, event organizers, event promoters and bands. The problems are two-fold. First, some marketers assume that their customers will see mobile marketing as an invasion of privacy because promotions by SMS message or mobile flyers are unusual and unexpected. Secondly, the cost of sending even standard SMS messages, let alone more involved interactive mobile campaigns, can be quite high.
But mobile marketing can be one of the most rewarding channels of promotion, putting marketers and event promoters in touch with people while they are on the go, out and about, and potentially looking for things to do in their area. With a wealth of online tools available for mobile campaign creation, it’s also becoming easier and cheaper to put together a marketing plan utilizing mobile phones. Finally, the privacy issues can be addressed by making it easy for customers to opt out of campaigns and by running text-in marketing in which customers send you a text first, to a specific shortcode, before they receive any marketing material. This ensures that only truly interested customers receive your messages.
So if you’re ready to get started with a mobile campaign, here are five top tips to keep in mind when building a marketing strategy.
Dress up your SMS! Don’t just send a text, create a mobile-friendly website. Did you know that almost every phone five years old or less can access simple mobile webpages? Use images and basic formatting to create a page that matches your print flyers.
Create a text-in campaign where attendees can text in to enter a competition, get event details or get on the guestlist. You’ll collect their contact details and they’ll get a great mobile offering.
Put the details of your text-in mobile campaign in your press release and online event listings so that visitors to third party sites and reading about your event online will be able to access the mobile campaign as well.
Include a poll in your mobile messages and ask people to answer either on a mobile website or when they text back. You’ll get great data (like, “What kind of artist would you like to see at the next event?” or “What is your favourite mixed drink at the bar?”).
Include a link to your Twitter and Facebook profiles in SMS messages and mobile flyers. So many people use these services on their phone – make it easy for them to connect with your brand on social media on their phone.
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