A mobile campaign for an upscale fashion retailer in U.S., Up Against The Wall, by Ping Mobile has given a good response, despite being done the right way (right as in ethical)… First people could send in a code word to a shortcode to get a discount at the store, then they received a follow-up message asking them to reply if they wanted to get further communications from the store — 63 percent actively opted in for the mobile mailing list, and only one percent have opted out again. The reason why I bring this up is not just because it appears so successful (although the overall number of sign-ups isn’t given) but because it has the features of a good mobile advertising/marketing campaign. To wit:
1) Customers initiate contact: People weren’t contacted via SMS or Bluetooth or any other way that can often annoy people, but let them make the initial contact.
2) It offered valued: Customers were offered something of real value to encourage them to initiate contact — a discount. Importantly, this is something that every customer would want, as opposed to a ringtone or wallpaper which will be received differently depending on people’s tastes.
3) No ambush: Customers weren’t automatically signed to the list and forced to opt out if they didn’t want it, they had to opt in to join receive the future messages.
The end result shows that a well-run campaign can be successful without annoying people, which is what mobile marketing should be about. (release)
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