3 Mobile Short Code Promotion Best Practices
Many Broadway musical lovers were already enchanted with Chad Danforth, the character from the Disney Channel movie series "High School Musical." So when the image of the actor, Corbin Bleu, smiled out at passersby from a Times Square billboard touting his new role in the Broadway musical "In the Heights," so many mobile users accepted the sign's invitation to text "Heights" to 21534 for a video message from the star that the campaign saw a 24-to-1 ROI.
Bleu left the show on Aug. 17, but the campaign may leave a lasting impression on marketers who want to learn best practices and tips from those behind the campaign, including the Heights campaign developer, Venice, Calif.-based mobile video marketing platform provider Mogreet. Mogreet CEO James Citron says the static campaign his company developed for New York-based arts and live entertainment advertising agency SpotCo was aimed at increasing ticket sales for the musical.
But the billboard wasn't the only way consumers learned about the Heights campaign and Citron and others offered more advice on how marketers can best deploy short code campaigns.
Consumer interest is there, according to a recent study by Sunnyvale, Calif.-based mobile transaction network mBlox. Ninety percent of U.S. and U.K. consumers "prefer multichannel options for interacting with businesses"; nearly 42 percent of U.S. respondents say they'd like to receive coupons on their mobiles while shopping; 17 percent of U.S. consumers want companies to contact them by SMS for appointment reminders; 10 percent of U.S. consumers pick SMS for bill payment reminders; and 75 percent of those surveyed say they use coupons (regardless of channel) with 15 percent of U.S. survey-takers reporting having already used mobile coupons, according to the survey released on Oct. 5, "Consumer Attitudes Towards Business Communication."
Joining Mogreet's Citron in providing marketers with ideas on how to build short code campaigns that find prospects are:
- Carrie Chitsey, CEO of Austin, Texas-based mobile marketing software and services provider 3Seventy;
- Pieter De Villiers, CEO of Redwood City, Calif.-based SMS messaging provider Clickatell;
- Shane Farrell, marketing director at Chicago-based text message marketing provider Moto Message;
- Danielle Gilardi, senior strategist at New York-based marketing agency Big Fuel;
- Doug Moss, CEO of Idaho Falls, Idaho-based mobile marketing platform provider Txtwire;
- Kevin Newby, director of digital strategy at New York-based marketing agency Euro RSCG;
- Derek Rhie, marketing manager at Beaverton, Ore.-based email, mobile and Web marketing services company Trumpia;
- Robert Sanchez, CEO of San Diego-based mobile and Web marketing platform provider Globaltel Media; and
- Matt Silk, senior vice president of San Francisco-based Web-based enterprise mobile message management software provider Waterfall Mobile.
1. Understand roles. Like Bleu, consumers are playing a role. If marketers want to cast them in their dramas as paying customers, members of the public may ask: "What's my motivation?"