10 Essentials for mobile marketing

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Congratulations, you have implemented an integrated mobile marketing program. Now what?

This brief guide shows tips and  some best practices for your mobile marketing program.

Follow these simple guide lines and you will be a success in no time.

1. Set the goals

We often set out on a campaign without sense of direction. Develop a set of goals, be sure to include staff with employee incentives.

The enthusiasm of your customers will never rise above the enthusiasm  of your team.

2. Set obtainable rewards

Make sure that your rewards are attainable. If you make it nearly impossible to earn a reward, you’ll get very little program participation. A 5% payback is very customary – for every 200 points they earn (one point equals one dollar) they will receive a $10.00 award certificate. You can vary the multiple to fit your business.

3. Don’t forget the brand

We often focus intently on the message and  the offer, but then forget the brand. Be sure to include in your message the brand and the location.

4. Be brief or K.I.S.S.

Brevity wins. On mobile devices, display screens are small, so each line is precious real estate. Get your message to your customers as quickly as possible in your emails, even if that means forgoing fancy header graphics.

Keep them short and crisp, and use active verbs.

The job of nearly every message is to get them to come into the store. So get out of the way of your words. Move your customers with actionable messages, and you'll generate a conversion faster.

5. Timing is everything

Email is often checked first thing morning and usually from a mobile device,

Sending your emails overnight or early in the morning can help you reach your audience before the day has started and they’re hit with countless distractions and competing interests

SMS Text can be used to send timely messages. Sending an SMS text message 30 min before lunch will put your brand on the mind of your tribe.

Text Messaging empowers businesses to send "just-in-time" messages when it is most critical for customers to have it. With a 96% Read-Rate - which is better than Print, TV, or Email - text messaging can be used to directly reach customers anytime and anywhere to deliver marketing messages like no other communications channel can provide. The customer need not be in front of their computer to get the message.

Don’t send more than two messages a month to the same target audience to avoid “buring” your list.

6. Create a sense of urgency

SMS Text and Email often brings exclusive and time sensitive promotions. Be sure to give that sense urgency such as come in today and get 50% off.

7. Ready Aim fire

The keyword here is “AIM”. As marketers, we want to be loved and we want our content to be shared with everyone.

Ask does it make senses to send everyone in the tribe your message. Rather than mass blast or spray and pray, segment your list. Find the target audience then create a message just for them.

Ex: Using the reports, run a report for those who have not been in your store in the last 90 days.

Send a simple message, saying we miss you and want another chance. Here is a 30% off coupon to say thank you for giving us another chance.

8. Mobile searchers make mistakes

Don’t be afraid of opt-outs. We will make mistakes and  occasionally people will opt of your program but that’s ok. Remember the purpose of the program is drive business to your door. If they don’t want to receive the message focus on those that do.

9. Monitor your dashboard.

You wouldn't run your POS without looking at the reports to see how you have done. So be sure to run reports and monitor your dashboard and reports to make sure you are tracking with the goals you have set out.

10. Most successful coupons

There is no one size fits all here. Every demographic and are of the country is different. A coupon for a sandwich shop may not work for your frozen yogurt store as the campaign for a frozen yogurt shop will not work for steak house.

The key is not the coupon or the amount but in ability to reach your consumers. So tracking your campaigns are essential.

Get to know your tribe and experiment to see what motivates them. Be personal and use emotional words in your message.

For Quick Service Restaurants

BOGOS are always a favorite, but percentage discounts can work for that target audience with a targeted message.

For Table Service Restaurants

This can be more challenging and the reward ladder may be better way to go. Just make sure your rewards are easily obtainable.

A good mobile experience will accelerate the virtuous circle of discovery, sharing, traffic, and additional sharing. A poor mobile experience, on the other hand, will result in a lost opportunity for revenue, brand engagement, and customer loyalty.