What I have noticed recently in the marketing press is we hardly ever mention texting anymore. A lot of people are jumping on the marketing App bandwagon the way QR Tags were all the rage a couple of years ago, but many have seemed to skip over texting. The latest 2012 Pew Internet Research indicates that 79% of cell phone owners say they use text messaging while smartphone usage is still only around 45%, and of those smartphone users only 27% report having scanned a QR Code. In fact, B.L. Ochman of Ad Age recently said “QR codes are dead.” It seems texting has been really underused or at least “under-talked” about by marketers.
Nielson reports Text Messaging as second most used mobile activity behind Apps.
The latest Neilson U.S. Digital Consumer Report shows that behind Apps, the second most used function of mobile phones is text messaging. Another good point about text messaging is that you can use them in mediums where QR codes are not possible, such as radio. With a QR tag you need something visual. I actually saw a 30 second TV commercial flash a QR tag for two seconds on the end. What are the chances of that being used?
Instead they could have used an easy to remember text code that someone could punch in without pausing the TV or getting up from the couch! Ads can request users text a code to a number, such as “text JOIN to 99999” to opt-in to a campaign or get an offer. Text codes can be included in just about any marketing medium, from direct mail to email to landing pages. Once someone responds you have their number and can sending messages back. At a concert I texted to win a seat on the stage. I didn’t win the seat, but the band still texts me updates on album releases and concert dates based on my opt-in.
After reporting that 98% of SMS messages sent are opened, and 83% of them are opened within 3 minutes, Corey Eridon from Hubspot gives us some advice on how to conduct a SMS text message campaign:
Raise awareness with text messaging
1. Fundraising and Raising Awareness:
‘The Cove’ case study from Msgme talks about how the documentary film had a “digital social action” campaign to reach other socially conscious people, get them to join a mobile subscriber list by texting a short code, sign a petition, and continue to receive updates about the cause. It engaged viewers at their highest moment of inspiration – the closing credits of the movie.
Zpizza used SMS to identify and reward loyal customers for repeat business by using SMS to make registration quick and easy. Customers texted a keyword that entered them into a contest, and received a follow-up email prompting to join the customer loyalty program.
Macy’s leveraged its mobile database to drive both in-store and mobile sales.
Mobil1 Lube Express’ SMS campaign to remind customers about regular service and communicate promotions was more effective than email and direct mail. “The read-rate for direct mail is poor. Open rates for email are hindered by spam-combat software and other bounce problems. SMS is virtually a spam-free channel that goes wherever the customer goes.” – Bob Jump, president, Digital Rocket.
Through an SMS initiative, regional Ace Hardware users were encouraged to opt-in to receive weather-related mobile notifications based on their ZIP code. Ace integrated the campaign with the National Weather Service to provide timely, location-based weather notifications that included promotions that drove in-store traffic and sales.
But I will close on this caution: EVERY consumer must provide an EXPLICIT opt-in using a cell phone or another approved way of giving permission! Jiffy Lube was Sued for $47 Million, for reckless texting. I suggest you read this article in Chief Marketer about how you should handle SMS Opt-Ins - a lot of this is based on selecting the right experienced vendor. But I don’t want to end on a sour note. SMS Text Messaging can be a very effective marketing tool that doesn’t cost a lot. Big ideas and big results don’t need big budgets or big marketing hype. Have you considered text marketing?
Posted in Uncategorized | Tagged Cell Phone, Keith A Quesemberry, Keith Quesenberry, Mobile Advertising, Mobile Apps, mobile marketing, Promotions, QR codes, smartphone usage, SMS, Text Messaging, Texting Usage | 1 Comment »
I teach in the Center for Leadership Education at Johns Hopkins University and every spring my colleague runs a course called Advertising & IMC. The unique characteristic of this course is that they participate in a national competition through partner EdVenture Partners. It brings top brands to students who get to work on real efforts for real marketing clients. The experience is invaluable.
This semester the client product is for the Honda Civic targeted to the younger Generation Y audience. Here is a commercial they created for their big idea “Recreate A Classic:”
But just to show you that sometimes a strategy targeted to a younger audience can also pull in an older one – I bought a new Honda Civic Hybrid last week. The students flattered me saying that I was an “older” Gen-Y, but no. I had to correct them and say that I am officially a member of Generation X. Will seeing this Gen-Xer driving around campus, discourage Gen-Y from a Civic? Is it less cool? I think you will always have some older people buying cars made for younger buyers to feel or look younger. I simply like the Civic Hybrid gas millage for my long commute.
What are your thoughts on generational marketing? This blog post “The Death of Generational Marketing” says that you can not create a unique appeal based on it. It seems car makers have always tried to reach the younger demographic as this NBC story discusses “Automakers Battle to Attract Younger Buyers.” But apparently this battle is harder than ever before. In 1983, 69% of 17-year-olds had a license, but this seemingly ubiquitous rite of passage has now become passé. In 2008, just 50% of 17-year-olds had a license. The New York Times quotes research that says in 2008, 46.3% of potential drivers 19 years old and younger had drivers’ licenses, compared with 64.4% in 1998.
I don’t think you can dismiss the value of consumer behavior research into generations. Do you think is it s viable marketing strategy?
Posted in Uncategorized | Tagged Auto Marketing, Civic, EdVenture Partners, Gen-X, Gen-Y, Generation, Genrational Marketing, Honda, Hybrid, IMC, JHU, Keith A Quesenberry, Keith Quesenberry, Marketing, Student Competiion | Leave a Comment »
“To me success can be achieved only through repeat failure and introspection” - Soichiro Honda, Founder of Honda Motor Company
Coming from the creative side of the advertising business, you would think the people I worked for would understand the creative process. Some of them got it, sending us back to the drawing board without shame before our good ideas turned into great. Unfortunately too many other places I worked drove us to perform by fear of failure. Their attitude was that it better be perfect the first time. But I have learned over the years that failure is part of the learning process.
In the Harvard Business Review Peter Sims agrees. In The No. 1 Enemy of Creativity: Fear of Failure, Sims observes that many MBA-trained executives are never given permission to fail and industrial management is mostly built on mitigating risks and preventing errors, not innovating or inventing. Yet Darden Professor Saras Sarasvathy has shown through her research that successful entrepreneurs make decisions by making lots of mistakes to discover new approaches, opportunities, or business models.
Whitney Johnson process for turning failure into success.
The way you handle failure is the corner stone of success. Having no room for failure means you have no room for progress. In another HBR article, Whitney Johnson advises how to Put Failure in It’s Place. Johnson says, “Implicit in daring to disrupt the status quo is daring to fail. As we learn by doing and do by learning something will eventually (and inevitably) not work.” How do we not let failure take us down?
- Acknowledge sadness: Grieving is an important part of the process. If you suppress sadness, you risk losing your passion, which is the essential engine of innovation.
- Jettison shame: Failure doesn’t limit innovation – shame does. Pull shame out of the process to gain the lift you need to get back to daring and dreaming.
- Learn the right lesson: What valuable truth did you discover by failing? The lesson isn’t to never pursue a dream again, but to gain valuable insights that will help the next idea succeed.
The difference between winners and losers is winners have accepted failure, learned from it and move on. Losers never enter the game for fear of failure or the first failure stops them dead in their tracks. Need more proof? Here is a list of famous failures turned success provide by Business Insider:
- Walt Disney was told a mouse would never work.
- J.K. Rowling was on welfare.
- Oprah Winfrey was told she was “unfit for T.V.”
- Jerry Seinfeld was booed off-stage.
- Sidney Poitier was told to become a dishwasher.
- Steven Spielberg got rejected from film school three times.
- The Beatles were dropped by their record label.
- Steven King received 30 rejections for “Carrie.”
- Michael Jordan was cut form his high school basketball team.
- Steve Jobs was removed from the company he started.
Failure isn’t time to stop, it’s time to learn. Anything worth having is not easy to get. Join the winners that own their failures and learn from it. The reality of our world today is we all must be lifelong learners. Are you not allowing yourself to fail and limiting your your success?
Posted in Uncategorized | Tagged Advertising, Big Ideas, Business, Creative, Creativity, Entrepreneur, Failure, Innovation, Keith A Quesenberry, Keith Quesenberry, Management, Marketing, MBA, Productivity, Research, Success | Leave a Comment »
For non-profits the “consumer” of the service is not the same person “purchasing” the service. So there is no immediate gratification like we get when purchasing a new pair of Nikes or an iPod. But does that mean the donor receives no benefits? There are definitely emotional benefits from giving. The desire to help others is inside of us all and it feels good to do so.
A different way to look at this is involvement. Today I think more people want to get involved to make a difference versus simply writing a check. In this instance the donor receive the benefit as an experience. There are obvious ways that this can happen like Habitat for Humanity builds. The “run for a cause” trend has also taken off in recent years through marathons, distance biking, and shorter runs or walks. People are attracted to athletic fundraising events for the experience – even the rewards that come from pain and suffering. Princeton University conducted a study that suggests people like to participate in fundraising activities that involve discomfort. Researcher Christopher Olivola attributed the results to a phenomenon he calls the “martyrdom effect.” “When you have to work hard and suffer for a cause, then you become more involved and more motivated to help,” he said.
I can attest to this personally. I ran my fastest marathon when I ran for Cure International and raised enough money to pay for six club foot operations so these kids could run too. Olivola’s dissertation states, “Most theories of behavior consider pain and effort to be deterrents and assume that making a task more painful and effortful should decrease motivation … I show that willingness to contribute to a charitable or collective cause increases when the contribution process is expected to be painful and effortful rather than easy and enjoyable.” Not only did I train harder, but I contributed my own money and my sponsors contributed to this good cause.
Another way to get involved is by feeling like you are actually helping because you are. Another campaign that has influenced me is for Wireless Amber Alerts. On May 25, 2006, National Missing Children’s Day, The Advertising Council launched a national, multi-media PSA campaign designed to raise awareness of The Wireless Foundation’s Wireless AMBER Alerts program and to encourage all wireless subscribers to aid in the search for abducted children. I saw the ads featured in an advertising publication called Creativity and I immediately signed up. If a child is missing in your area you are sent a text message describing where he or she was last seen and provides descriptions of the abductor and his or her vehicle. Hundreds of people can provide extra eyes for law enforcement to help find missing children. In its first four years AMBER Alert helped save the lives of 502 children nationwide.
The Home Depot has been successful in donating money, time and effort through its associate led volunteer force to help Habitat for Humanity. Recently they’ve received PR coverage with their “Repair Core” program that helps veterans with home repairs. Is there a cause (non-profit) your brand can team up with to increase engagement? Is there an event or effort that can also increase involvement by taking advantage of the martydom effect?
Posted in Uncategorized | Tagged AMBER Alerts, Brand, Cause Marketing, cure international, Donations, Engagement, Fundraising, Habitat for Humanity, Home Depot, involvement, Keith A Quesenberry, Keith Quesenberry, martydom effect, non-profit, Public Relations, run for a cause, Volunteer | 1 Comment »