While mobile marketing has been around for some time, many business owners still haven’t taken full advantage of it. Much of the focus is on digital marketing channels like social media, display advertising, SEO, and email. However, it’s important to recognize the fact that mobile marketing works well with existing digital marketing campaigns. Here are five different ways that you can use mobile marketing for your business.
1. How Big City Burrito Won Big Using Direct Mail with Text Messages
Big City Burrito decided to launch a campaign that integrated direct mail and text messages, also known as sms marketing. To acquire new customers, they sent out 10,000 mailers that aimed to get their local residents into stores. Big City Burrito did so by texting their customers a free burrito coupon. The campaign resulted in lines that ran through the entire block for their largest locations. The event caused a huge buzz that lead to more people finding out about the deal and eventually resulted in 300 new customers for the chain.
2. Pizza Hut’s Clever Location Targeted Texts Leads to Highest Performing Campaign
In the UK, Pizza Hut decided to combine geo-fencing and SMS text to attract more customer orders. They started by getting their customers to text the company their zip code for the latest deals. Geo-fencing is a strategy that tracks the location of the user and sets up triggers when they are in a specified area. When the users were found to be near a Pizza Hut location, they were sent promotional offers. The company reported that this mobile marketing campaign was 142% more efficient than any other channel.
3. Crocs’ Simple Yet Effective Way of Integrating Mobile with Retail
Small local business owners can learn a lot by how big brands use mobile-first marketing. In this example, Crocs launched a mobile marketing campaign by using retail signage to advertise an offer to get a coupon code by sending a text. This campaign resulted in over 94,000 requests which also meant a massive database that Crocs could follow up with for future promotions. This strategy is one that local business owners can execute. Even if they do not have as many retail locations like Crocs, they can partner up with other local businesses to set up promotional signage.
4. How National Wholesale Liquidators Built 50,000 Text Subscribers in One Month
Sometimes the best way to make your mobile marketing campaign work is to keep it simple and drive it forward by using incentives. National Wholesale Liquidators is a small retailer that promoted a straightforward offer to their customers. The retailer provided a $5 off a $25 deal if customers signed up to receive mobile offers. Within a one-month period, they built a database of 50,000 text subscriber/customers. They reported that the customers who took part in the promotion spent far more than the average customer. The lesson here is to create a simple offer that is a great incentive to existing customers.
5. Starbucks Multi-Pronged Mobile Strategy a Fifth of Their Sales
While Starbucks is a huge brand, there’s still a lot you can take away from how they approach their mobile marketing strategy. They start by offering a free drink to customers that sign up for their rewards program through their app. This combines with special offers sent via push notification, loyalty program integration, secure payment solutions, and mobile ordering options. As a result of all these tactics, they report that 21 percent of their orders now come through their app.
These are just a few of the many examples of how businesses are using mobile marketing. Many case studies involve using multiple channels together for a significant impact. While some of these examples involve large brands, there are still many things that small business owners can model. It’s all about knowing your customers, getting creative about your strategy, and being willing to experiment.