UPS (and 90% of all national brands) have found excellent ways to profit from SMS Text and the Mobile Web. An article today said UPS had record 4th Q profits due people using their cell phone to buy and ship goods. UPS has also used SMS Text Message for recruitment in Denver, CO. People could text in for job information and were transferred to a recruiter to continue the conversation. Mobile is ubiquitous and utilizing this channel is in fact very simple, but I have found that people over think the process. Here are the four steps in Mobile Channel, also coined The Mobile Pyramid.
1. SMS Text Messaging. SMS Text has the most REACH. 97% of mobile phones can text message and 80% of mobile phone users text regularly. Customers text your Keyword to our Short code to receive information instantly. You can change the response at any time. Everyone who text in is stored in your database and you can send text blasts (or text mail) at anytime. When I say, “anytime” I mean that the software is so convenient that in 2 seconds you send a text message. But you want to send timely, relevant messages that build a customer relationship and respect privacy. You can also scheduled text blasts weeks in advance to go out at specific times. Check http://mccormickmobilemedia.com for more details and a demo.
2. Mobile Banner advertising. This is where you place an ad, typically 300 x 50 on a mobile web site. The ad can link to splash page (300 x 300) for more information. The Fresno Bee has mobile banner ads available, and soon so will The Fresno Convention and Visitors Bureau. For example, if you’re a restaurant and someone is in town for a convention and searching the Visitor Bureau’s mobile web site for information, you can have a banner ad saying, “Best Restaurant in Fresno. Click for $5 off & Directions.”
3. Mobile Web Site. A mobile web site is designed to been seen on a mobile phone. People access a mobile site for different reasons than any would access a traditional site. They are looking for directions, last minute information, price comparision, entertainment, schedules, etc. For example if a shopper heard or saw your Valentine’s Day ad that said, “check our top 10 items under $200, text LOVE to 95 4 95.” You can send them a text message with a link to your mobile web site for photos, pricing, directions and click to call.
Mobile web sites are more ENGAGING but have less REACH than SMS Text Messaging. Only 30% of all phones have internet access, but that percentage is changing daily. Mobile web sites are not apps. Apps are very engaging and sticky. Mobile web sites are as well, but you don’t need to download them, they can viewed on every web-enabled phone, and they are more informational based.
4. Mobile Ordering & Mobile E-commerce. Order a book from Amazon, download a song from iTunes, transfer money at Bank of America … . Yep it’s 2010 and the technology is available. For a small business how about: allow customers to book reservations, book hotel rooms, schedule an oil change, order a pizza, sign up for email or text offers.
SMS Text Messaging: REACH
Mobile Web: ENGAGEMENT
Start with SMS Text and build towards Mobile Web.
What types of businesses should start today: Restaurants, Casinos, Family Entertainment, Pizza Companies, Day Spas, Clothing & Jewelry Retail, Gyms, Auto … if your business is dependent on repeat business then call me at 559-304-4637.
