Mobile in the Marketing Mix
"We're doing an ‘American Idol'-type contest, where attendees to the ECHO Awards can view the top 10 campaigns and vote for their favorite by texting a message," Feinstein says, whose company handled the call-to-entry campaign for this year's ECHO Awards. The entrants also will be online so people can view them off-site and vote for them via text message.
Direct mail is also a big part of the program. After people text in their choices, Feinstein says, they'll receive a text message back that indicates their votes have been received and asks them if they'd like to receive a reminder when it's time to enter the ECHO Awards in 2010.
If they want to receive the reminder via mobile, they'll receive a phone call; if they want to receive it via email, they can register online; or if they want to receive it by mail, they can drop their names in the database online as well.
"We're going to use mobile here as a way to capture [names]," Feinstein says. "We're engaging first and then building out from there." And in January, when the ECHO Awards starts heavily promoting its call-for-entry program, it will include mobile messaging in its direct mail and email marketing programs, Feinstein says.
A Mobile Marketing Case Study
Lane Bryant, the plus-sized women's retailer with more than 790 retail stores nationwide that generate close to $1 billion in sales, also understands the power of integrating direct mail and mobile marketing. In 2008, the retailer decided to enter the mobile fray and used direct mail to get the word out about it.
It approached SmartReply, a mobile marketing solutions provider in Irvine, Calif., with many retail clients, to partner, develop and implement an integrated mobile program. Hence, the LB MSG ME! campaign was born. It consisted of monthly or bimonthly text message offers that could be redeemed at checkout in Lane Bryant stores or online. These text messages also included an opt-out option.