This post was originally written by Brandon Hollembeak, Product Manager – Advertising Products & Services
Part 2 of 3
SMS turns the Consumer “Funnel” into an “Egg”
As mentioned in the Mobile vs. Portable post, SMS is one of the most effective methods of capturing the on-the-go consumer. One specific use case that has been particularly effective is when they’re actually in-store shopping and a display tells them to text their keyword to their shortcode (ie. Text DEALS to 43200) to receive 20 percent off their immediate purchase.
For those that opt in to that SMS campaign, the relationship opportunity with that customer is no longer just a “funnel,” but more of an “egg.” It goes beyond getting them in the store, enticing them to purchase and then closing the deal. Once they opt in, you now have the opportunity to maintain that relationship with them post-purchase, and since it was such a great experience for them (easy to use, discounted merchandise immediately, etc.), there’s more likely a feeling of appreciation when they receive follow-up text messages regarding future discounts and specials, and gives you the opportunity to use that feeling to draw them back in again.
Consumer “Funnel”
Consumer “Egg”
The challenge doesn’t end there, though. You have to constantly maintain the “good connection” you established when they subscribed. There are two very important tasks you must use to do this.
- Regular communication. Most people I’ve talked to about a strategy are so concerned with over-communicating, that they only plan on sending no more than 1 to 2 messages per month. This sounds logical, however, in this fast-paced, short-attention-span world, the more time that goes by, the less likely the average consumer is going to remember that they subscribed. If you send a message and they don’t remember the good connection they had, you’re as good as spam.
The recommendation so far in mobile programs is to have a communication every 1-2 weeks, monitoring your Opt-Out rates to adjust your message and frequency accordingly.
- Consistent Message. When people are in-store and they see a sign to opt in for specials and discounts, every subsequent communication better include specials and discounts as well. Feel free to abbreviate in “text speak” (without overkill) for details on the deals, but as long as it’s related to what they signed up for, it will maintain that consistent message. Again, monitor your opt-out rates and adjust your message and frequency accordingly.
- Tweets from the first Mobile University 101 at the Spertus Institute in Chicago can be searched with the Twitter Hashtag of #mobiu101.
- The agenda from Mobile University 101 is available on the Heartland Mobile Council website at http://heartlandmobilecouncil.org/featured/hmc-mobile-university/
By the way, this isn’t “the year of Mobile.” Mobile is already here. Now is the time to plan and execute, or get left behind.
