Mobile doesn’t work in a vacuum. As we talked about in the 3rd C – Commitment, without the aid of outside media, your mobile club will fall flat. It’s important to integrate mobile into your entire media plan, from broadcast television and radio spots, to print, billboard, email, newsletter and in-store. The more it just fits in, the more successful the club. So that begs the question: what is the right media message for mobile. Let me break it down into four points:
Have a clear call to action: Make it easy for the end user to understand what they need to do. Keep it simple and to the point. A short “TEXT BRIAN to 30364” will work wonders (and, if you actually do it, get you more information about me).Describe the benefit or reason for joining: The end user will want a reason to join the mobile club, and to understand the content they will receive upon joining. “… to receive coupons and alerts”, or “… to enter the contest”, or “… to get special offers via your phone” are all great examples of brief, succinct reasons to join.Visual and oral: Every medium has its own capabilities and restrictions – however, whenever possible, using both visual and oral will increase the impact. Broadcast television is the best for this, as it allows you to put text on the screen while the announcer provides audio reinforcement.Urgency: While not always applicable, urgency is great. Give the end user a reason to act now. Contests are great examples, while other clients have used the upcoming holiday deals or other timely season events to drive membership immediately.A good media message can be short and to the point, including all four of the points above. “Text BRIAN to 30364 before 2010 for killer ideas on how mobile can change your business!”
Tags: Cellit, Mobile Marketing, Mobile Messaging, Print, Radio, SMS, Text Messaging, Traditional Media, TV
