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Mobile messaging meets public relations

By May 27, 2011 March 11th, 2013 No Comments

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