Posts Tagged ‘text messaging


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?


National Breast Cancer Foundation using mobile marketing to reach women

nbcf-promo1According to Mobile Marketer, the National Breast Cancer Foundation (NBCF) is now using text-messaging to connect with women all of ages.

NBCF is giving women the opportunity to receive text-message reminders for exams, mammograms and appointments. The foundation is hoping that mobile marketing will enable them to hit critical segments within the population, including young women and women of color.

I think this is an extremely smart move by NBCF and I’m glad to see an organization of this size embracing mobile marketing. The text messages should help remind women about their appointments, especially those who may be hesitant or forgetful. This means that more women will come to the hospital to be screened, ultimately saving the lives of more moms, sisters and wives.

The possibilities for text-messaging reminders in the healthcare industry are nearly endless. Reminding patients of important dates can help improve the overall well-being of our communities.

What is your healthcare organization doing to help improve your patients’ experience?

How can make this experience be more personal?

We’d love to hear what you’re doing and how you’ve made a difference for your patients!

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