R U Ready 4 Mobile Marketing?

January 17, 2012

Consumers prefer SMS to email when receiving promotional deals.

The past decade has seen cell phones grow sleeker and “smarter”; most boast bells and whistles such as cameras, email, Internet accessibility and even video cameras. Yet for all the technological advancements, one cell phone feature has remained virtually the same: the text message. In November 2011, ComScore estimated 234 million Americans ages 13 and older own mobile devices (globally, that number is at 5.3 billion). Of the U.S. subscribers, 72.6% send and receive text messages. According to CTIA, the mobile industry trade group, some 3-5 billion text messages are sent and received every year, and 97% of those messages are opened. When compared to the 33% of U.S. mobile users who use their devices to access social media websites and blogs, the obvious is revealed: it might not be the fanciest trick in the bag, but SMS, or text messaging is an effective and popular way to engage consumers. Or, as Naushad Huda, from Vertical Marketing Network’s mobile marketing partner agency Textopoly adds: SMS should be part of every brand’s mobile strategy. “It’s more of a promotional tool than a branding tool,” he concedes, but “it’s a driver. It drives consumers to a mobile campaign.

Maybe I’m just blogging out loud, but it seems like cell phones and mobile marketing campaigns have a lot in common. While once they were accessories, now they are necessities.

SMS (short message service) enables cell phone users to exchange information, but it also can act as a gateway for consumers to learn more about a brand or promotion. Huda used last year’s VitaminWater campaign featuring none other than Gary Busey playing Fantasy Football lawyer Norman Tugwater as an example of how far a SMS campaign can reach. The VitaminWater campaign launched with a billboard in Times Square, which prompted fans to text message a code to receive a reward. That “reward” was a phone call from Tugwater himself, followed by a text message back that contained a link to an online video featuring Busey as the fictional Tugwater and real-life football star Adrian Peterson (there’s even a cameo from Shaq). At the close of the video, consumers had the option of sharing the video on social media outlets such as Facebook and Twitter. In other words, the SMS was a gateway to a multi-faceted mobile marketing campaign. It created brand awareness, it entertained, it engaged consumers and it prompted them to share their enthusiasm, all via their cell phones. But not all mobile marketing campaigns need be so involved. Vertical Marketing Network is currently working on a client campaign that will be more basic in structure, but suits the needs of the brand by promoting retail and special events. Research shows that SMS promotions such as these are effective. The Direct Marketing Association recently conducted a study that found that among mobile users text messaging remains the preferred vehicle for receiving promotional offers: 33% prefer text messaging; 21% prefer the Internet; 11% prefer mobile apps; and 8% prefer voice mail.

Mobile marketing: 160-character messaging, and a clutter-free marketer’s dream.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo: Anthony Dodd

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Posted by JJ Nelson

Bursting With Pop Culture: Comic-Con.

July 19, 2011

Annual convention lures celebs, yet keeps comic fans its priority.

At the 2011 Comic-Con International, which kicks off tomorrow in San Diego, fans will get a first glimpse at many of the year's most-anticipated film releases.

Forget “Carmageddon,” the biggest traffic jam in North America will be this week in San Diego. Excitement is building for Wednesday evening’s opening of the Comic-Con International convention. The annual gathering of comic book devotees, sci-fi lovers, fanboys, fangirls and pop culture observers will make this year’s event more jam-packed than ever. And many notable first-time moguls will be in attendance this year, including Steven Spielberg, who will be collecting an award and promoting a new motion picture, The Adventures of Tin Tin. But don’t just ask Spielberg — or other high-profile attendees such as Francis Ford Coppola, Taylor Lautner and Justin Timberlake — why Comic-Con is the most important pop culture event of the year. Just look at the influence Comic-Con has over thousands of products and services that depend on a good showing at “The Con.”

Showing well at Comic-Con has extended well past its roots in 1970, when 300 fans attended the first Golden State Comic Book Convention. When you add up the event exhibitors and throngs of people who venture to San Diego to be part of this phenomenon (over 584,000 out-of-town visitors will rent 737,820 hotel room nights resulting in an immediate economic impact of $1.4 billion), one can start to understand the power of Comic-Con.

Maybe I’m just blogging out loud, but it seems like marketers should take a cue from Comic-Con — hyper creativity and a little magic go a long way when attracting consumers old and new. Also, capes.

OK, maybe not capes. But aside from building buzz for comic books and comic-inspired content (whether it be in motion pictures, music, on the web, toys and/or video games), thousands of products and services depend on positive buzz coming out of Comic-Con. And developing marketing programs to introduce new products often include positive feedback at Comic-Con. Take for instance how Vertical Marketing Network drew crowds to promote the new NOX Audio gaming headsets in 2010. With a wig and a mic, a colleague served as the NOX Audio Master of Ceremonies for the NOX Audio Accessories Auction, giving away limited edition Comic-Con gaming headsets and iPads. Crowds like this don’t lie. And neither do numbers. But why has Comic-Con transitioned to being the most significant pop culture gathering in North America, and perhaps the world?

Speaking to Reuters, Brannon Braga shared this prediction: “I don’t know what to expect this year, but one thing I can expect is that it’s going to bigger than it’s ever been.” Never heard of him? Braga, who first attended Comic-Con as a fan in the 1980s, will this year present the first hour of the $16 million two-hour season premiere of sci-fi adventure TV show Terra Nova, which he co-produced with the Steven Spielberg. Fans will surely thrill at this sneak peek and others, like the much-hyped plot reveal for 2012’s The Amazing Spider Man or Thursday’s early release of Captain America: The First Avenger in the San Diego market only. Fans are clearly the priority here, and they’re not just reaping the benefits of the convention’s creativity and magic, they’re being rewarded in a way that appeals. It’s no wonder spinoffs abound. One insider writes about Tr!ckster, a free bar/gallery/pop-up shop across from the convention center that will showcase emerging talent from within the comic world, which “has the potential to drum up some underdog buzz.”

No wonder Comic-Con 2011 will have bumper-to-bumper activities this week. And for the next Carmageddon in 2012, Comic-Con will continue to be a real life superhero promoting to the pop culture masses!

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: Comic-Con International

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Posted by JJ Nelson

4 Steps To Enduring Loyalty Marketing.

June 7, 2011

Loyalty programs should inspire consumers to cash in on rewards.

Loyalty Marketing is more popular than ever, and marketers should create programs that inspire consumers to sign on, cash in and spread the word.

Developing and implementing a successful Loyalty Marketing program can be challenging for both marketers and consumers alike. Americans accumulate some $48 billion in loyalty rewards annually, yet $16 billion — or, one-third of those rewards — go unredeemed according to new research from Swift Exchange and COLLOQUY. In other words, the average U.S. household active in loyalty programs earns back $622 per year and does not collect $205 of said rewards. Talk about waste — for consumers and brands. While explanations for these losses range from consumers finding point and/or reward redemption confusing and/or difficult to consumers not realizing the rewards are out there for the taking, one thing is certain: lack of redemption does not signal a lack of participation. Loyalty programs remain popular and they’re growing like never before. In the United States, loyalty memberships currently exceed 2.1 billion, up from 1.8 billion in 2009. The challenge marketers face is to build loyalty programs that will excite consumers by being relevant and viable.

Maybe I’m just blogging out loud, but it seems like growing loyalty is a lot like growing a brand; consistency, honesty and — above all — sincerity are key to establishing success. A little creativity doesn’t hurt, either.

While unredeemed rewards might not sound discouraging, the COLLOQUY report argues they are bad business for marketers. Unredeemed points/rewards might sound like a shortcut to corporate savings, but they undermine efforts to build long-term customer relationships. “If redemption equals engagement and engagement delivers customer satisfaction and profits, then loyalty marketers should encourage their members to make the most of their rewards,” says Kelly Hlavinka, a managing partner at COLLOQUY. “In short,” she argues, “redemption is good.” And why wouldn’t it be? As we often discuss at Vertical Marketing Network, rewards are meant to be just that, and marketers should want consumers to participate in their programs by signing on, cashing in and — ultimately — spreading the word. One campaign that does just that is WeReward, a location-based mobile app for Android phones that allows users to earn actual dollars by checking in to businesses. But realizing your marketing goals need not be fussy. With consumers absorbing thousands of marketing pitches per day — not to mention the ever-growing number of ways to engage said consumers — marketers owe it to their brands and most-valued patrons to offer rewards that work. Four points to consider:

1. Identify — What are the demographics of your most-loyal consumers, and what kind of rewards will ignite their brand passion? There’s no denying the value of an existing consumer, and research proves it costs businesses 6 to 7 times more to acquire new ones. Knowing who’s loyal to your brand is an important first step.

2. Inspire — Is there an opportunity for you to get creative? To really shake things up? A good surprise is worth its weight in gold. Marketers, don’t be afraid to dazzle and delight. Aside from showing appreciation, loyalty programs are an opportunity to make consumers feel special.

3. Imagine — Is the reward consistent with your brand image? Does it resonate well? Marketing is not without pitfalls, and the wrong message could send consumers — even loyal ones — seeking alternatives.

4. Inquire — After your plan is in place, how can you follow-up with members to ensure they’re getting the most from you, and thus you’re getting the most from them? Social media is an especially great tool for this; something as simple as a Facebook post or tweet reminding loyal consumers of the value of your program takes seconds.

Effective loyalty marketing is good for both brands and consumers. Making your customers feel appreciated, understood and liked will reward your brand.

It also makes that consumer rat race a little less scary.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: Tracy O

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Posted by JJ Nelson

Back Talk: What’s The Coolest Brand You’ve Seen?

May 17, 2011

Cool brands have a magnetic pull; they excite consumers and attract word of mouth attention. What cool brand campaigns have caught your eye; why?

“That is so cool!” How often do you see a product in a store, online or on TV and think just that? A few weeks ago, Vertical Marketing Network looked at ways in which perennial “cool” brands such as Apple, IKEA, Red Bull and Virgin America have succeeded in establishing brand loyalty while also continually fueling brand passion. That combination, we observed, is the secret ingredient to cool brand status, and emerging medias, whether they be application-based or social, are playing major roles. Brands ranging from Converse (cool) to Lexus (high-brow cool) to Dell (kinda cool) would agree. Strategy may not be visible to the consumer eye (and smart strategy shouldn’t be), but marketers know it certainly is at work. Coolness doesn’t just happen.

Maybe I’m just blogging out loud, but it seems like brand coolness can be crafted. For brands and marketers, the challenge is in engaging consumers in a fresh, meaningful and smart way.

Which begs the question: what brands and/or campaigns have caught your “cool eye.” And what can we learn from them?

We’d love to hear your thoughts!

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: jurvetson

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Posted by JJ Nelson

5 Tips For Making A Brand Cool.

April 19, 2011

Brand passion fuels loyalty. How can you ignite the “cool” flame?

Brand loyalty is defined by dollars, and as such, marketers make it a chief concern. But "cool" brands go beyond loyalty to fuel brand passion -- the ultimate consumer trait.

Cool is a matter of taste, yes, but there’s no denying a “cool” brand. Apple, IKEA, Red Bull, Virgin America. By turning out desirable marketing campaigns and by creating innovative products that speak to consumer’s inner desires as much as they do their needs, brands such as these have managed to transcend what it means to simply be a peddler of products; they are “impossibly” cool, some might even argue iconic (or, well on their way). A cool product makes its consumers cool by association. But beyond the hip advertising, lust-worthy promotions and savvy use of social media, there is another piece to what my Vertical Marketing Network coworkers and I call the “possible” cool puzzle. For marketers, that piece lies in the gray space between brand loyalty and brand passion. Two sides of the same coin? Not quite. A recent study defined brand passion as “corresponding to the enthusiasm, the infatuation or even the obsession of a consumer for a brand.” Brand loyalty, on the other hand, is ultimately defined by the almighty dollar (after all, this is what marketing is about). While the aforementioned study argues brand loyalty and recognition can influence brand passion, it concludes the street is not always two-way: “Brand passion can influence brand commitment and positive word-of-mouth, but not willingness to pay more for a brand.” What makes a brand cool? The ability to navigate the road.

Maybe I’m just blogging out loud, but it seems like cool brands inspire brand loyalty while continually fueling brand passion. Nothing says cool like a complete package, and while loyalty pays the bills, passion is the ultimate accessory.

We’d be remiss to think that brands such as the ones mentioned above — not to mention countless others — are unaware of the image they are creating. In a world steeped in social media, we need look no further than Facebook to track consumer opinions; the “like” feature has become the ultimate popularity barometer (and how many times have we heard demands for a “love” button?). This passion — be it for brands, products, places or things — is palpable. Smart marketers should use this buzz to help create brand loyalty, popularity and cash register DING DING DINGS! Cool brands can have it all.

Here, 5 tips for fueling the cool flame:

1. To Thy Own Brand Be True – Start by knowing your brand and your consumer base. Be honest about the former and straightforward with the latter. We need look no further than the Queen of Big Box Cool, Target, to see how the everyday shopping experience can be made extraordinary.

2. Create An Experience – A 2010 Coolest Brands Survey found a cool experience is now what matters most in the definition of cool. But be warned: when it comes to creating a consistent image across major platforms (Facebook, Twitter, YouTube, your company website), less is more. Confuse your consumer with too much information, and they might look somewhere else.

3. Keep Up On The Trends, But Don’t Be Trendy – Even in the fast-changing world of social media, some outlets have proven to be more than fads, while others haven’t. Be careful of jumping on every bandwagon. Today’s Next Big Thing could be tomorrow’s MySpace.

4. Laugh Lines – More classic than cool, brands such as Ford are turning to humor to engage consumers. Perennial cool brand Heineken is great at this. Laughter’s not only good medicine, it’s a great motivator. What’s your punch line?

5. Don’t Be Complacent – Nothing says effortless, timeless, desirable cool like consistency. That said, don’t be afraid to push boundaries and grow your brand. Cool brands don’t rest on their laurels; they continually reinvent themselves and respond to the changing world.

Fearlessness is cool. And cool brands sell.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: matthewvenn

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Posted by JJ Nelson

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