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Integrating mobile messaging into your access campaign
So mobile advertising is GREAT but what if you don’t have your target audience’s cell phone number? That’s the situation a number of our clients are in. We invited Andrea Busse, CEO of Intelatext, to educate us on ways we can capture cell phone numbers and create opt-in lists. We’re lovin’ it because with our TripleA industry leadership methodology, one of our A’s is ACCESS, and we love to drive in-person opportunities for our clients, especially at conferences and trade shows.
1) Direct input–whenever you can create physical contact with a person, such as at a trade show, or at Atlantic Station–a client of Andrea’s that many of us Atlanta folks are familiar with. (She says Atlanta Station has a 580% ROI on their mobile campaign).
2) Advertising–such as QR codes that link to mini sites that give people something of value, in return for their cell phone opt-in. QR codes can go in some fun places like on bill boards, on trade show panels, or on T shirts
3) Opt-ins linked to other opt-ins, such as when you email someone, ask for their cell phone and opt in so that you can to take part in a particular program.
4) Online advertising-such as on Facebook that micro-targets and lets people know they can get updates of a certain type send to their cell phone with their cell phone number and opt in
Top mobile opt-in trends
We asked Andea what kind of things are working in B2B to drive opt-ins. So told us about ELF, the shelving company, had an opt-in to win an iPad at a show. The original text message said “thank you for entering to win an iPad2, and gave them a burst of info about ELF” and it allowed them to forward the offer to a friend.
Other ways to capture cell phones with permission including offering great public-relations friendly information like:
- Tips of the week or the month for an industry
- VIP “private or exclusive” event invitations
- “Private” product reviews –early announcements of almost any sort
- Deals or close outs of the month
- Interview opportunities
