Macy's ran a mobile marketing campaign with the objectives of increasing mobile subscriptions, encouraging store and website visits, and boosting sales. The initial campaign offered a prize but had a small call-to-action. Subsequent campaigns saw greater success by using SMS, magazines, and their website to promote mobile alerts and discounts. Macy's mobile database has doubled yearly with low opt-out rates, showing traditional media can effectively promote mobile initiatives.

1. Macy’s example <br />Macy’s mobile marketing campaign objectives :<br />were to increase mobile subscriptions, encourage consumers to visit their retail stores and their Web site and increase sales, as well as overall Macy’s brand reinforcement,<br />Macy’s had already finalized an Oprah Magazine print ad when the brand came to Hipcricket and decided to add a mobile component at the last minute.<br />“One Great Fit For All” was the retailer’s first mobile promotion in traditional media, offering consumers the chance to win trip for two to New York and a $1,000 shopping spree with Clinton Kelly.<br />Unfortunately, the call-to-action was in tiny print and said “text to 62297 (MACYS).” Vanity short code? Check. Keyword? Not so much.<br />Fortunately, Macy’s rebounded quickly with Hipcricket’s help and has launched successful mobile initiatives.<br />The retailer has expanded customer communications from online and email to mobile.<br />Macy’s provides various ways to opt in to receive its mobile alerts: SMS calls-to-action on traditional media—with both a keyword and short code—co-op marketing and registration on Macys.com.<br />An example of co-op marketing is a promotion Macy’s ran in conjunction with Anne Klein featuring two half-page ads with a mobile call-to-action in the March 2009 issue of Elle Magazine.<br />Providing an incentive to participate is key. Readers who texted in were entered to win a Caribbean vacation.<br />The Macys.com Web site has a mobile component encouraging registration to receive Macy’s text alerts and discounts.<br />The online call-to-action reads: “Sign up for Macy’s text messages to start receiving text offers and info on sales & events!”<br />Macy’s mobile database has doubled year-over-year and continues to grow. The retailer has experienced a very low opt out rate.<br />Traditional media-supported mobile campaigns drive a very high conversion rate for opt-ins, especially those that offer special treatment such as discounts<br />Macy’s has used traditional media extensively and has seen high double-digit opt-ins for its mobile initiatives.<br />Also, leveraging Macys.com traffic yields significant registrations<br /> Brands can use the CRM component of mobile to create a longitudinal relationship over time and drive people to retail, both in store and online, and reinforce the total brand.<br />“Brands should integrate mobile into their overall marketing mix, and by taking a multichannel approach, <br />Roy’s restaurants exemple <br />Google has released a provocative case study with Roy’s Restaurants, a high-end national restaurant chain with 31 locations around the country. The company reported a massive 800 percent ROI by using Google’s location extensions and Click to Call ads in mobile.<br />It must be said that part of the reason for the huge ROI is the general absence of competition for mobile ads right now on Google. But it’s also a reflection of the better performance of mobile advertising and the propensity of mobile users to take action — in this case call local restaurants for reservations.<br />Prior to the involved campaign Roy’s had been running market-specific geotargeted campaigns, which the company had extended into mobile. Those campaigns sent online and mobile searchers to the national Roy’s site, where they could consult a store locator and obtain local numbers accordingly. Roy’s new agency G&M Plumbing developed a new campaign around Click to Call ads using location extensions.<br />The new strategy featured a mobile-only national ad that matched local numbers and restaurant locations dynamically based on the location of mobile search users. Thus the nearest Roy’s location to the mobile user would appear, together with the local number.<br />Mobile search advertising right now is like general paid-search in its early days. Those early advertisers saw great returns without intense competition. Mobile will not represent such an opportunity for long.<br />The use of location extensions and call extensions also illustrates what will be a very common methodology for national advertisers trying to reach mobile users in local markets going forward: national ad campaigns with dynamically inserted local elements.<br />Campaign results like this illustrate and make the case that search advertisers still sitting on the mobile sidelines shouldn’t be for very much longer.<br />Objective of the campaign <br />Roy’s Restaurants achieves 800% ROI with mobile only campaigns and hyper local advertising <br />Getting started with click-to-call mobile ads.<br />Creating mobile-only campaigns and implementing mobile best practices<br />Harnessing the power of hyperlocal advertising<br />Reaping exponential returns<br />