Kim Dushinski.  The Big Picture  A few campaign examples to get your mind going with possibilities  Solid strategy you can follow  Straight talk about.

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Presentation transcript:

Kim Dushinski

 The Big Picture  A few campaign examples to get your mind going with possibilities  Solid strategy you can follow  Straight talk about mobile spam

STEP ONE

Source: Mobile

50,000 iPhones in SA 40,000,000 Total Cell Phones

Source:

STEP TWO

Requesting “info and hours” got me that and nothing more. No calls from the agent. No further texts. A phone number might have been a better call to action

Here are the prizes that can be won with cup codes:

AUTO DIRECT TO MOBILE SITE CONTENT ADJUSTED FOR MOBILE USE

DO NOT SETTLE FOR BRAND AWARENESS

COOL YES! SO WHAT?

BUILD YOUR LIST GET THEM IN THE DOOR GET ON THEIR PHONE

39% of South African mobile market now has access to without needing a computer

 New users WANT to get – offer something to them they want to get  Actively promote campaigns to build a powerful mobile list

STEP THREE

Raise your hand if…

1.ALWAYS GET EXPLICIT PERMISSION before sending text messages! 2.Opt-In and Opt-Out 3.No False Advertising 4.Follow MMA’s Best Practices Guidelines

1.It makes your potential customers ANGRY.

2.In RUINS mobile marketing for everyone.

3.You won’t always get away with it. Satterfield vs Simon & Schuster $90 million lawsuit won by consumer

What the CUSTOMER wants What your CLIENT (YOU) wants

MARKETINGVALUE

Always keep your customer’s needs and wants in mind FIRST and let your marketing goals come second. MARKETING VALUE

1.Be CONGRUENT from start to finish 2.Offer RELEVANT VALUE when and where customers want/need it 3.Provide CLEAR DIRECTION about how to participate with campaign 4.Give a strong CALL TO ACTION 5.Actively MARKET your mobile campaign

MARKETED

CLEAR DIRECTIONINCONGRUENT How is an “itinerary compiled by UrbanDaddy for a memorable night of my own in a city near me” congruent with a Lexus?

What does EAT or DRINKS have to do with a car? I’m not in Las Vegas. I’m in Denver. How would eating here get me into a Lexus? IRRELEVANT WRONG PLACE

RIGHT PLACE STILL IRRELEVANT RELEVANT

NOT CONGRUENT NO CALL TO ACTION NOT TRACKABLE

Source: MARKETED RIGHT PLACE RELEVANT STRONG CALL TO ACTION CONGRUENT CLEAR DIRECTION

GET STARTED!

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