Tuesday, February 26, 2013

Mobile will become an increasingly valuable marketing tool in the years ahead...

Coors Light rides on SMS for sweepstakes engagement

coors light
Coors Light has teamed up with sporting goods brand K2 Sports on a campaign that aims to get consumers excited about a new line of skis and snowboards via SMS.
In addition to a text-to-win promotion, Coors Light is also using its Facebook page for the sweepstakes. Coors Light has made both SMS and social a staple of its digital marketing efforts in the past few years.
“We’ve found that our consumers, especially 21- to 27-year-old guys, respond well to text messaging programs because they’re accustomed to it and it’s easy for them to participate,” said Rebecca Dye, marketing manager at Coors Light, Chicago.
“Plus, the logistics are fairly simple to manage on our end,” she said.
“In everything we do as a marketer, our objective is to make where and how we communicate with beer-drinkers as simple and relevant for them to engage as possible. The 21- to 27-year-old consumer — who is our primary focus — lives on social media and expects to be able to do almost everything via mobile.”
Mobile chillThe campaign is being used to promote the beer giant’s partnership with K2 Sports on a line of skis and snowboards that change color when cold.
The text-to-win sweepstakes are being rolled out in the United States in multiple regional and store-specific markets. Consumers can find specific keywords on in-store point-of-sale marketing to participate.
SMS is a marketer’s workhorse when it comes to mobile. In this case, Coors Light’s SMS campaign could be particularly effective with calls-to-action at the point-of-sale when brand affinity is high.
Additionally, Coors Light is running the sweepstakes on its Facebook page.
The campaign is running through April 30.
Users who participate in either the SMS or Facebook campaign can win a variety of prizes, including a trip to the Silver Skis Lodge in Crystal Mountain, WA. Additionally, consumers can win branded prizes such as koozies or backpacks.
Digital marketing — including a Web series that features K2 athletes — and point-of-sale marketing support the campaign.
The Web series on Coors Light's YouTube page
Drink on mobileMobile has played a big role in Coors Light’s marketing in the past.
In many cases, campaigns hone in one specific demographic, especially with sports.
For example, to target football fans, Coors Light recently ran an advertising campaign on ESPN’s mobile site to build up its social media presence.
Additionally, last year the company rolled out a campaign that incorporated mobile Web, SMS and an Android application to connect with Hispanic soccer fans.
By testing a variety of mobile channels, Coors Light has a better chance of connecting with plugged-in consumers on their handsets.
“Mobile will become an increasingly valuable marketing tool in the years ahead, as more and more consumers embrace the platform and come to expect marketers to connect with them via mobile,” Ms. Dye said.

Tuesday, February 19, 2013

...the top three most frequently SMS redeemed coupon categories included groceries, retail goods and food and drink...

SMS mobile coupons preferred over push notifications, bar code scans: report


February 19, 2013

Mobile coupons are being embraced by consumers, but not all mobile offers are created equal, with 42.3 percent of consumers preferring SMS-based coupons over bar code scanning and push notifications, according to a new report from RadiumOne.
The report found that 61.9 percent of consumers are redeeming grocery and consumer retail goods-based coupons. The “Improving the Performance of Mobile Coupons” report shows that when it comes to redemption, 51.5 percent of smartphone users prefer displaying a coupon to a cashier while 23.8 percent prefer scanning-based methods.
“Based on our results, we can make the assumption that people prefer to have control over the mobile coupon process and want to have mobile coupons readily available anytime on their mobile device,” said Kamal Kaur, vice president of RadiumOne, San Francisco. “Consumers also view push notifications as more invasive than SMS, which is another reason why SMS coupons are preferred.
Findings from the latest RadiumOne survey reveal keen insight into how women between the ages of 35 and 54 engage with coupons on their mobile devices for household purchases,” he said. “When presented with a sales opportunity or coupon, the in-ad options allow women to engage with a brand’s content with great autonomy and choice – a method most preferred and appreciated by this particular demographic.
“Coupled with the rise in social and mobile, this data unearths a profound untapped opportunity for brands to better connect with women consumers – a demographic, that for the most part continues to feel misunderstood by advertisers.”
Meeting consumer needs
Mobile coupon use is quickly growing.
Recent research from eMarketer forecasts that mobile coupon users will grow from 12.3 million in 2010 to 46 million this year. By next year, the number is expected to reach 53 million.
The majority of mobile coupon use is happening on smartphones, with 40 million smartphone users also expected to use mobile coupons this year.
The RadiumOne report analyzes how consumers interact with mobile coupons on their devices, with an eye toward determining which types of digital promotions best fit consumer needs.
One key finding was that women between the ages of 35 and 54 are gravitating towards mobile coupons, giving marketers an opportunity to develop relationships with these consumers.
The results suggest that mobile users value efficiency, utility and ease-of-use when it comes to mobile coupons, with users showing a preference for SMS-based coupons and wanting to be reminded about coupons via push notifications.
There are at least four different ways that by which a shopper can redeem a mobile coupon: scanning a 2D bar code, checking-in on a mobile app, tapping their phone at a point-of-sale terminal and using a digital loyalty card.
Best practices
Key advertiser best practices for mobile coupons uncovered by RadiumOne include avoiding multi-step redemption processes, tailoring mobile coupon offers to everyday consumer products, pushing relevant offers to mobile shoppers via SMS text and leveraging in-app loyalty programs that automatically redeem mobile coupon offers.
“The ability for brands to identify consumer behavior and understand when people are most likely to interact with brands on their handheld devices is critical when designing a multi-channel media strategy that may include in-store digital promotions,” Mr. Kaur said.
“According to survey findings, the top three most frequently redeemed coupon categories included groceries, retail goods and food and drink,” he said.
“Along with that, retailers are currently delivering coupons in four different ways including: scanning a QR code, checking-in on a mobile application, tapping their phone on a point-of-sales terminal or redeeming coupons via digital loyalty cards.”

Wednesday, February 13, 2013

SMS is an ideal channel for any Marketer...

KFC taps SMS to bolster sweepstakes entries

KFC has rolled out a new initiative in conjunction with the upcoming Country Music Awards that incorporates SMS and encourages consumers to text-in to win a variety of prizes.
SMS is a great medium for the fast food giant to use. Furthermore, this helps the company build its mobile database.
Mobile awareness 
Through the campaign, KFC is giving one lucky winner a chance to win a trip for two to Las Vegas for the Academy of Country Music Awards Show, as well as watch a special performance by Luke Bryan at an invitation-only event.
To enter, customers can add a medium-sized Dr Pepper to any order and then text the code located on the cup.
Consumers who do not want to text-in the code can also enter it through KFC’s microsite.
Furthermore, from Feb. 4 through March 3, country music fans will have a chance to elevate their ACMA experience in the comfort of their own homes with daily chances to win a VIZIO 42” class LED Smart TV with a 40” Premium Sound Bar.
A campaign such as this is a great way for KFC to drive awareness for its initiative.
SMS is an ideal channel for any marketer because it helps brands build an ongoing dialogue with consumers.
Moreover, the KFC is enticing consumers to text-in by offering an incentive – in this case prizes.
Mobile efforts
KFC is no stranger to mobile.
In 2010, the company ran a 12-day mobile advertising campaign with eBuddy that achieved more than 180,000 impressions.
In 2011, KFC ran a mobile campaign to promote its Hot Wings that included in-application and mobile Web display advertising, as well as custom brand integration within a mobile game.
Most recently, the fast food ran an interactive mobile advertising campaign that not only promoted its new Chunky Chicken Pot Pie, but enticed consumers to engage with the product on a deeper level via a branded Pandora radio station.

Friday, February 1, 2013

Vans taps SMS to bolster Valentine’s Day initiatives!

Vans taps SMS to bolster Valentine’s Day initiatives

Vans is centering SMS around its new program that gives consumers the option to send their friends and loved ones Valentine's Day cards.
SMS is a great channel for Vans to use to drive user engagement. More marketers are implementing SMS into their strategies to not only build their mobile databases, but also ongoing relationships with consumers.
"Text message marketing is no longer just about  SMS plain text messaging, in 2013, brands and retailers are including multimedia in their messaging because they are seeing higher results when compared to previous SMS only messaging,” said James Citron, co-founder/CEO. 
“This is because of the change in customer behaviors in the last 12 months,” he said. “Consumers text pictures and videos to their friends everyday in addition to using image and video apps as way to express themselves, to tell a story visually. 
“Brands are realizing that plain, shortened SMS text such as "Chk out this nu dress," are not compelling enough to drive further engage. Messages that include a strong call to action, supported by multimedia showcasing the product or service, provide customers the information they need to take action, all in one message.”
How it worksThe company is promoting the program through its Web site. Consumers can send a Valentine’s Day card by going tohttp://www.vans.com/microsites/classics/loveme/#mobile-frame.
From there, consumers can select from a variety of cards such as Adore Me, Hug Me, Ignore Me, Kiss Me and Love Me.
Users must then enter their name, phone number and the recipient’s mobile number, as well as any message they would like to include.
Once users enter all of the information in, they are sent a message that asks them to reply the keyword Y to confirm their Valentine’s Day card.
Recipients are sent a Valentine’s Day card that includes an interactive video from Vans.
“There are so many reasons why text message marketing is a perfect fit for today’s marketer,” Mr. Citron said. “First, it is ubiquitous – 98 percent of the phones on the market today can send and receive MMS messages. 
“In addition, most phone plans now include unlimited text messaging which includes rich media via MMS,” he said. “Other tools such as apps or QR require smartphones and data plans to engage with consumers.
“By using rich media like Vans did in this campaign, they're taking advantage of the text messaging channel to deliver highly accessible and engaging multimedia, such as video. MMS doesn't require data, streaming, or even a smartphone, and since MMS mobile video can be viewed on almost any mobile phone that accepts text messages, Vans can potentially reach millions of US consumers with one campaign.”
Driving engagement
SMS is a great way to get the message across.
Additionally, by using the channel Vans is driving loyalty because customers who opt-in to the program are giving permission to the brand to message them about the latest products or specials.
Mobile phones are highly personal mediums and text messaging is the most personal of all the ways a brand can interact with a consumer.
Brands who treat their mobile customers with respect see incredibly high engagement rates.
“SMS is evolving to include the more engaging elements of multimedia – such as imagery or video,” Mr. Citron said. “The truth is SMS is only the baseline for text message marketing and multimedia messaging is what brands and all marketers should and are starting to use.
“The past couple of years, we've see SMS becoming a supplement to strategic MMS campaigns because multimedia will be the core focus for marketers to start implementing beyond just plain text in a SMS text message,” he said.