When to go Mobile
There are lots of ways to market your products and services, but one that I want to touch on today is Mobile. When does it make sense to use mobile devices form marketing, and when is it too much hassle, and too much money for little return?
A while back we wrote up a White Paper on SMS and some of its applications. But for those in the mood for a more “bite-sized” read, let me sum up my thoughts here.
The real value of Mobile (other than being hip and cool), come down to TLR:
Time
Location
Relevance
Mobile allows you to leverage the ability to deliver content right now, regardless of location (or more often times, due to location) and thus be more relevant. Let’s look at a few examples:
Retail Stores
As a large retailer, I can have a sign at the entrance to my store that states “To get info on great deals today, text the department number to 12345″ followed by a list of department numbers. Now, as I walk into my favorite store, I can send a text, and get back info, or even coupons to my phone that tell me of great deals in the electronics department, or whatever department I am interested in. This allows a store to leverage location, and deliver content right now, which is the appropriate time, in order to make in relevant. Sure an emailed coupon during the weekend is nice, but will I remember it when I go to the store next?
Stadiums
Okay, so imagine you own a stadium (or maybe you do, in which case, give me a call 
)
At one of the game you run a contest on the Jumbotron that allows people to text in to a number for a chance to win an ipod during the game. You reply to all local numbers, and ask them if they would like to receive discounts to future games. For those that agree, you record the numbers.
Next game, if ticket sales are slow, you send a text out to the local fans, who want to hear from you, and offer them 20% a ticket for the next three hours until the game starts. This allows you to leverage the time factor of a game starting in three hours, and location of local residents to deliver very relevant data, and fill up your stadium, or your show, or your event.
Resorts
Ski resorts. By leveraging real-time data, and pushing it to people first thing in the morning, regardless of location (but targeting locals), you can tell everyone that you just had three feet of fresh powder. Then you can ask them if the want a 10% of coupon for a lift pass. Furthermore, ask them if they plan to ski today. If so, then you can further use their phones throughout the day to drive traffic into the clubhouse when it’s slow with discounts on drinks and food.
Mobile is definitely a much more specialized marketing medium, and doesn’t work for everything. But if you can leverage the TLR of your consumers, the payoff can be worth it.