Good Morning, its Texting Tuesday!
More and more, its apparent that you HAVE to have a mobile presence. I was reading an article this morning, and it said:
Small business owners are seeing the magnitude of having a mobile presence, with 69 percent saying that it is more important than ever for companies to be accessible via handsets, according to a Manta study.
The study surveyed more than 1,000 small business owners and asked them how they used their mobile devices. The report found that 40 percent of business professionals use applications two to three times a day, showing the importance of mobile for small businesses.
“In today’s always-on world, businesses need to ensure they’re connecting with customers and prospects when they’re on the go,” said Pamela Springer, president/CEO of Manta, Columbus, OH.
Even though I enjoy working with many large corporations and organizations, my passion for small business owners drives me to want to help companies that need easy and affordable tools to gather a list, promote their message and drive business to their stores, events or websites. With our All-in-One Mobile Marketing solution, I believe we have those tools!
Here is Retail Case Study that I thought was interesting!
Objective
To provide consumers with, and get them to redeem, an instant savings coupon for 15 percent off of a Croslite purchase.
Target audience
Consumers between the ages of 18-50
Strategy
Crocs’ strategy is to proactively engage consumers through timely mobile communications and provide a positive value exchange for its customers
Creative call to action
“What is a foot’s bestest friend? Find out and save 15 percent off today! It is as easy as one, two, three …
“1. Text ‘CROCS 1234’ to 63103 on your mobile phone.
“2. Instantly receive a 15 percent off coupon code answer.
“3. Show the mobile coupon code to the cashier at check out.”
Tactics
Signage with instructions, the store number and short code was placed throughout 185 Crocs retail locations nationwide.
Store associates were trained and motivated to support the program, spoke with customers about the mobile coupon, and encouraged them to stay opted-in to receive further communications and discounts from Crocs.
Results
Crocs received 94,000 requests for coupons during the first month of the campaign.
What next
Crocs plans to offer additional coupons and information via SMS to customers.
Also, Crocs plans to use SMS to drive traffic to retail locations and its Web site.
Additionally, Crocs plans to implement advanced mobile tactics such as sending targeted messaging to consumers based on anything from its previous shopping experience, purchase history, online activity and demographics.
Lessons learned
Mobile is an extremely efficient and effective way to engage consumers.
Consumers respond well to coupons delivered to their mobile devices versus having to print and bring in an email coupon.
Engagement and enthusiasm were off the charts.
Surprise finding
When store staff is trained and motivated to support an in-store SMS program, it is very successful.
Strategy quote
“Crocs customers are on-the-go, very active individuals,” said Jay Custard, global online marketing director at Crocs Inc. “Being able to connect with them in a meaningful way via their mobile device allows us to create a valuable shopping experience and to have a one-on-one dialogue with our customers.
“Mobile helps us reach our customers, regardless of their location, and provide them with valuable, useful information,” he said.
Happy Texting Tuesday! Make it a Brilliant Week! :) Mobile Mary, the QR Queen!
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