Archive for the 'text messaging' Category


MOLOSO: Rewarding your loyal customers through mobile and social media


We’ve heard it over and over again: social media is a great, cost effective way to drive traffic into your business and create better brand awareness.

But what about the people who already know and love your brand? It is time that you show your loyalty customers some love.

First, ask yourself what makes your loyalty customers special and what do you want to accomplish? Do you want them to buy more or buy more often? Knowing your goals and the personality of your target audience is key is determining how likely they will respond to your attempts to reward their loyalty.

Second, do not forget about your social-loyal (SOLO) customers. For example, I am a huge SOLO customer of Dunkin Donuts. I follow them online and as soon as the Denver franchises open I will be a loyal buying customer. Here are a few ways to make your loyalty customers feel special:

Texting: Life revolves around our mobile devices. It has been shown that 73% of Americans send and receive text messages. This is a personal way to reach your loyal customers to offer them exclusive time-sensitive offers, notify them of their membership status and bring them in during your slower hours. Check out these examples:

  • Nail Salon: Monday & Tuesday special: free member only upgrade!
  • Frozen Yogurt: You only need 3 more purchases to qualify for a free 10 oz yogurt!

Facebook, also known as the face of social media, visually advertises your business, and allows you to interact with your followers. Loyal customers want to feel special, and through Facebook you can have conversations with them, give away specialty membership contests and reward loyal customers from their Facebook Check Ins.

Also, do not assume your loyal customers know all of the services you provide. Use Facebook to further advertise add-ons, special events, catering, monthly specials and new offers. If they are following your page, they are interested. They will be excited to know they can get more products and services than they may have thought.

  • Chick-fil-A: they offer their catering information (seemingly less known to the public) and (to date) have 2.4 million people talking about their page, and 6.2 million likes

Foursquare: Nearly half (46%) of American adults are smartphone owners as of February 2012. Foursquare is an app that lets you ‘check in’ at the businesses you frequent. If you go to one place more often than your friends do, you become the “Mayor.” The race to become the Mayor gives customers incentive to go, and to go repeatedly. You can further emphasize this incentive by offering the Mayor free products, upgrades, discounts and invites to exclusive events.

  • Arby’s Mayor special: they get to sit in the “4Square Mayor Booth” and get to taste test new sandwich offerings. They also get the special badge on their Foursquare profile.

Twitter: Tweeting may have less impact on purchasing behavior, but is a great outlet to educate your loyalty crowd. Customer service via Twitter is also useful because it will reach a vast number of customers and show them that you are concerned with their happiness. Exclusive offers for free products can also be advertised through a link to sign up with your membership or by registering to join your clientele base.

  • Morton’s: Peter Shankman tweeted to his 150,000 followers, “Hey @Mortons – can you meet me at Newark airport with a porterhouse when I land in two hours? K, Thanks :)” – and they did!
  • Subway: incredible customer service through conversations with their followers regarding what they like and dislike.

With 12 million Americans using social media daily, you have a high probability that your loyal customers will be reached and appreciative that you have taken the initiative to thank them for being loyal. A little appreciation will keep them coming back, and more importantly, spreading a positive word about your business.

What advice do you have for businesses that are trying to reach their loyal customers? Give us your thoughts from the loyal customer point of view on Facebook at Weise Communications or on Twitter @Weise_Ideas.


How to become fluent in the language of millenials

Additional things I learned at SHSMD 2009

More than one SHSMD 2009 session I attended had a “millennial” focus. What was clear from all this talk about millenials is that they are a major focus of everything right now, which can only mean it’s because Gen X and Baby Boomers just don’t understand this younger generation.

Here are some issues to consider: From a marketing perspective, millenials are difficult to reach. From a recruiting perspective, they want different incentives. From a management perspective, well, you need to learn a whole new language to communicated with them.

Picture 18Instead of spending time researching how the millenials got their personalities, why their personalities are as they are, and who is to blame, I would prefer to focus on the top three take-a-ways for dealing with millenials in the three areas most marketers will care about: marketing to, recruiting and managing.

Top three ways to market to millenials:

• Mobile marketing is growing and will continue to be more important to reach this audience. They live on their PDAs.

• Social networking is huge to this group, and if you don’t have skin in the social networking game, your message won’t get heard.

• It’s not business as usual. In rather recent history, we purchased TV time for advertising based on the demographics of the show. Forget it. Millenials are watching their shows on the computer.

Top three incentives for recruiting millenials:

• They have a social conscience, so make sure your recruitment campaign explains either the job’s elements of social responsibility or your company’s the social consciousness.

• Try to create flexibility in the workplace. What options can you provide offer that will allow for some freedom and flexibility in work hours?

• They care about work/life balance. Learn to accept this and determine ways you can help make this a reality for potential recruits.

Top three management styles for working with millenials:

• They grew up working in team environments and they prefer it this way. Foster this type of environment in your office. Don’t worry, it’s not just a social thing, they really will get the job done for you.

• They can multi-task. Even the men in the demographic can multi-task. So set short deadlines and demand things get done quickly and efficiently. They are up for it.

• Provide flexibility by telling them when the work is due, but not necessarily when it needs to be worked on. You may not like the hours they work, but they will meet the deadline.

How do you speak to millenials? Share with us your ideas on marketing to, working with and recruiting them!


you might need a tissue for this one


Prepare to have your heartstrings pulled. This ad spot for the Starship Foundation by DDB New Zealand and director Steve Ayson pulls out all the stops. Everything from the music to the acting are perfect for making you cry like a worker in an onion plant. Have a quick watch before reading the rest of this article:

Starship Foundation: Father and Son

The spot is based on this phrase you’ve probably heard or used before, “I would trade places with you if I could.” And boy is it effective as a concept!

It starts off with a very somber feel. The father looks sad and isn’t saying a word, which makes the music even more effective. When the family walks into the hospital, I noticed the young girl taking information from adult patients, which made me think something was up. After the hug-switch and the line, “You can’t trade places, but you can help,” I needed a minute to recover.

The ad concluded with information on how to donate. You can call a number to donate $20, or send a text to a short code to donate $3. How handy!

It’s interesting how short codes keep popping up all over the place. This is an excellent example of one effective use in a TV spot. Right at the end when you are about to weep, instead of whipping out your checkbook or making a phone call with a runny nose, you can simply send a text and donate a few bucks to that super cute child.


Five Text Messaging Advertising Myths

1104507_train_station_in_japanAccording to Susan Marshall of Online Media Daily, SMS (text messaging) often gets overshadowed by sexier mobile technologies, such as iPhone apps and mobile Internet. But Marshall says that advertisers and marketers shouldn’t overlook SMS advertising, as it’s “fast, effective and provokes action.” She even provides a new study from Local Mobile Search that says, “SMS advertising generates response rates two to ten times higher than Internet display ads.”

With response rates like those, SMS should be ignored no more. Unfortunately, though, it is. Marshall says it’s because of a lack of understanding. Following are her top five SMS advertising myths:

1. SMS advertising is intrusive.
False. There are very strict guidelines around how and when you can advertise via text messaging. Users must explicitly “opt-in” to receive SMS advertising from a company or engage in a free SMS service that is ad-supported.

2. SMS advertising doesn’t have scale or reach
False. ChaCha and 4Info are the two largest SMS players. ChaCha reaches more than 2 million monthly unique users (mostly under 25) and serves more than 30 million monthly impressions. When you compare that to digital properties and TV or cable shows that reach this audience, it is very competitive.

3. SMS advertising only reaches teens
False. While teens and young adults are three times more receptive to mobile advertising than their parents, that doesn’t eliminate the power of text messaging when it comes to reaching the over 25 crowd. In fact, text messaging among all mobile phone users tripled from 2007-2008 with a reported 2.7 billion text messages sent every day.

4. SMS advertising is only good for direct response
False. SMS is a great way to directly reach users to drive calls, ticket sales and downloads, but it is also an effective way to increase brand metrics (aided, unaided awareness and affinity) by engaging users in conversations about a product or a service.

5. SMS advertising isn’t very creative
False! According to many marketers, mobile Web sites and mobile banner advertising are the “be-all, end-all,” with their ability to deliver splashy, colorful landing pages, images and videos on a mobile phone. But SMS is perhaps the MOST creative way to reach mobile users because it delivers the “holy grail” to advertisers — the ability to have a direct, one-on-one conversation with a consumer about your product and service.

The key to SMS seems to be the direct contact and conversation that it allows advertisers and marketers to have with consumers. I don’t discount iPhone apps and mobile Internet by any means, but SMS is certainly an advertising platform that works and shouldn’t be overlooked.

What is your experience with SMS? Has it worked? Will you continue to use it?

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