Text message marketing for non-profit organizations.
FIRST SCREENIn 1929, we were introduced to the “First Screen” Still today, Television advertising is a tremendously effective way to market
Second Screen• In 1992 the world was introduced to the “browser” featuring 26 live web pages.• Second Screen was born.• This has been the fastest growing and in most cases, most cost effective form of marketing for businesses ... until now ...
Third Screen2008 saw the evolution of the “Third Screen”Immediately, 87% of American homes had at least one mobile web capable device in them including: o Mobile phones, iPads, iPods, Nintendo DS, Mini Notebooks, etc
Always on, always available Mobile provides a means for brands to engage their consumers!Which not only builds brand equity but also refreshes their relationship with their customers.
Mobile Marketing Techniques • Mobile Search • Location Based Services• SMS Text Message • QR/2D Barcodes • 3D/Augmented Reality Marketing• Mobile Applications • Mobile Video• Mobile Gaming• Mobile Web Sites• Bluetooth Proximity and Wifi
Mobile Marketing is for your 20 percenters(the 20% of your customers that spend 80% of the money) Mobile is an OPT IN ONLY channel Subscriber based opt in database marketing Best practices provided by mobile marketing association
Text Message Marketing Methods • URL/Link Delivery • Application Download• Text to Vote • Mobile Coupons• Text to Win • Mobile Donation• Text to Screen • Mobile Business Cards• Mobile Alerts• Reminders
QR CodesEvery business has the ability to use a QR Code in some fashion QR Codes can send customer to: • Mobile landing page • Video • Your social media sites • Map to your business • Exclusive coupons, discounts, or giveaways • Customer feedback form or email
Is your business mobile friendly?• Can your consumers connect with you anytime anywhere?• By 2013, more people will access the internet via a mobile device than through a PC (Forrester Research)• Today 1 in 7 Google searches originate from a mobile device o Google estimates 1 in 4 searches will originate from a mobile device in 2012• 43% of Americans own a smart phone o (82.5 million users)
Currently Less than 10% of web sites are mobile friendlyIf you have a Web site, you’re already in the mobile world — and the chancesare you’re making a terrible impression on your audience. Traditional web sites have WAY TOO MUCH content! Smart Phones have different browsers and screen sizes Mobile users need quick answers and bite-sized content in easy-to-digest formats (e.g. video/audio vs. text)
First Develop a Mobile Strategy • What do your customers or potential customers need from you when mobile? • B2B Mobile differs from B2C Mobile because it is driven by efficiency rather than entertainment • You must strive to make their work related activities BETTER, FASTER & EASIER.
Decision timeOnce you have created a plan to take your web site mobile, you must decide: To create a simple mobile version of your site in HTML ORGet more advanced and create a mobile web app using advanced languages like HTML5 or JQuery
Either way, you MUST include browser detection and redirect as part of your mobile web strategy.That means that when a user visits your MAIN WEB SITE with a mobile device, they will automatically be redirected to a mobile friendly web experience.
Nonprofits• Use mobile websites to spread awareness• App ads to promote foundation• QR bar codes
"You are seeing more nonprofitslooking at the mobile channel andincorporating mobile into their mobilestrategy, whether it is within apps orusing some of the newer technologies,like 2D bar codes,”Douglas Gardner, president and CEO of JumpMarket Strategies, Rockville, MD.
Case Study • The National Breast Cancer Foundation is using mobile in-app ads as part of an integrated multichannel campaign to raise awareness for the early detection of breast cancer • The ads will either drive viewers to an early detection awareness site or to the iTunes App Store, where users can download the National Breast Cancer Foundation’s Beyond the Shock app for the iPhone and iPad
Case Study “As we get the message out about early detection, this is a great venue, while they are in the information gathering mode, to click on the ad and learn how yearly detection can save lives,” Susan Morales, director of marketing for the National Breast Cancer Foundation
Case Study • They are doing this within an app that this tied to a publication that reaches a demographic that is more likely to be supporters of nonprofits • Advertising across a breadth of apps is not the right strategy for nonprofits because you could wind up on apps for a very young audience that is not thinking about nonprofits • This gives nonprofits the opportunity to maximize efficiencies as they look to reach constituents in the ways that they want to be reached
Case Study • The nonprofit, Parents, Families & Friends of Lesbians and Gays, recently launched a national multichannel campaign that uses QR codes to bridge mobile and offline media • PFLAG collected inspirational testimonials from the lesbian, gay, bisexual and transgender community • They feature one of the 14 individuals who were interviewed and a QR code placed over their mouths that leads to their video
Case Study Rather than having QR codes as an afterthought, these images start with a QR code and make them a central part of the image – that’s why they have such an arresting impact The campaign starts off with these provocative headlines that terminate in QR codes That is one of the interesting things about this campaign – how it gives a voice to voiceless media.”
Case Study Mobile helps PFLAG engage with this audience and support its message that people dealing with sexuality issues have a community behind them Companies have donated over $400,000 in free media
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