When you’re all consumed with growing a new business like mobile advertising and the positive examples of ROI are measured in handfuls, how do you know if you’ve gotten it right? On Friday afternoon, I found an Interactive Director that was completely unaware that his story was outstanding by any measure. With an attitude like that, these early wins will just be the tip of an iceberg for him and his station.
In May, he ran an annual campaign that was promoted on-air, online and on mobile devices. The station gave away an umbrella a day, every day, for the month of May. They started the campaign 15 years ago with entries via post card. Post cards were followed a few years later by online entries which were now followed by SMS entries. While they received almost 9,000 Web entries, this year they also included a text call-to-action in their promotions and received 4,342 unique entries via mobile phone. I was impressed enough with the 4,342 responses. But, dare I ask? Did he make any money? Yes. $26,000.
Now, I’m pretty nerdy, so when I think about 4,342 entries, I think of databasing and the ability to remarket. This Interactive Director, on the other hand, saw the campaign as an opportunity for the advertiser to reach an engaged audience, and the entries represented proof of engagement. Remarketing to a list never came up in the sale.
So, I ask you, what are you doing in your market to demonstrate that you have an engaged audience for your advertisers? How can you use mobile advertising, the most personal of all media, to increase brand recall and call-to-action on behalf of your clients?
Mobile couponing comes up a lot because it’s easy to do with text messaging. While it may be effective, it offers a weak revenue opportunity when compared to the example above. It wouldn’t take long to get 500 to 1,000 people to subscribe to SMS alerts from a neighborhood pizza joint. Then what? The restaurant pays to remarket to the list again and again? That’s a commodity strategy for the media company and a discounting strategy for the restaurant. In neither case is it very profitable.
I just redeemed my first mobile coupon for a free personal organic cheese pizza this week. In fact, I nearly leapt across the table to seize the alternative weekly my friend was reading when I saw the text “FUSION” call to action out of the corner of my eye as he turned the page. Who doesn’t love pizza coupons? There are 14 pizza places within two miles of my house. I have a stack of pizza coupons in a drawer in my kitchen, but I’ve ordered pizza twice this week and only used one coupon. I prefer Pizza Fusion, coupon or not. That’s branding in action, and, against my better judgment, I’m a profitable customer.