Mobile in the Marketing Mix
To date, more than 500 small and medium-sized businesses and franchises, many of which are national brands, participate in the mobile coupon program. Money Mailer projects there will be 2,000 of these customers by year's end.
One Money Mailer customer that's had success with the integration is TCBY's Salisbury, Md., location, which is located next to Salisbury University. Previously, Money Mailer had carried out two mailings per year for TCBY to area households in its shared-mail envelope. Earlier this year, however, it worked with Money Mailer to create an integrated program that combined direct mailings with mobile marketing.
TCBY's top priority for the campaign was to build its database of college students that pass by its store each day on their way to Salisbury University's campus so it could regularly market to them. Money Mailer launched three integrated campaigns for this TCBY location, each with a mail piece in its shared-mail envelope. The ad provided an opt-in code for recipients to text on their cell phones to a designated number and receive special offers from TCBY. Money Mailer's in-store table tent cards and window clings also advertised the opportunity for customers to participate in the mobile program. The TCBY store incorporated the offer into its point-of-sales system to track results from the campaign. Opt-ins were collected for a week, and then folks who opted in received text message offers.
The mobile component exceeded customer expectations, according to Gray. More than 300 college students have opted in for the mobile message through the first two months of the integrated campaign. Moreover, 20 percent of those receiving the mobile coupons have redeemed them.
But this is just one example. In every campaign Money Mailer has prepared for clients in the food and restaurant category, for example, "we've been able to deliver more than a 10 percent redemption rate any time we've run a mobile push campaign," Gray says.