Industry Case Study: Porsche “I Can” Mobile Marketing Campaign

Campaign Overview
Porsche spent about $40 million on domestic measured media in 2007 and $30 million in the first nine months of 2008. In contrast, top U.S. automotive marketer General Motors Corp. spent $1.6 billion in U.S. measured media for the first 9 months of 2008. The Porsche mobile campaign was inspired by company research that revealed potential Porsche customers thought the car’s sticker price and ownership costs were higher than they really were.

Campaign Objectives
Porsche viewed mobile marketing as an cutting edge opportunity to reach its technologically savvy and connected consumers anytime, anywhere.

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Industry Case Study: Little Caesars Mobile Campaign Results in 62 % Opt-In

Campaign Background
Detroit-based Little Caesars Enterprises Inc. says it is the largest carry-out pizza chain in the world with restaurants on five continents. Little Caesars wanted to experiment with mobile marketing outreach and track and compare results against traditional marketing.

Campaign Objectives
Little Caesars wanted to create a mobile marketing sweepstakes and build a subscriber list of loyal customers for future marketing campaigns. The pizza chain also wanted to increase brand visibility during the economic downturn holiday season with consumers and lead them to retail outlets for special promotions and discounts.

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Direct Marketing Association Launches First Mobile Marketing Day, February 26

Mobile Marketer

“The use of SMS text messaging, mobile Web sites and applications, mobile coupons and other mobile vehicles in direct-to-consumer efforts is well-documented each day in our publication,” he said. “This event will complement that coverage in explaining the relevance of mobile to direct marketing, especially in these tough economic times.”

DMA’s Mobile Marketing Day

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Best Practices: The Mobile Widget

For marketers, mobile widgets are interactive tools that enhance a marketing strategy. The flexibility of mobile widgets maximize screen space and allow marketers to create and build a direct-to-consumer subscriber lists for strategic targeted marketing. Mobile widgets change the way marketers approach a marketing campaign.

What is a Mobile Widget?
A mobile widget is simple code (flash or html) placed on a site, company page, Myspace, Facebook or marketing banner. Customers enter their mobile phone number and receive a text message. The text could be a mobile opt-in to receive mobile alerts, WAP site to a mobile internet page or channel to send multimedia content to subscribers’ mobile phones.

Here are a few great examples of mobile widgets designed by Waterfall Mobile partners and a few considerations to help deliver on your strategic mobile marketing objectives.

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Best Practices: Mobile Improves Healthcare Marketing

Mobile Marketer

“Today, SMS messaging is really the only viable, interactive means of reaching people on a massive scale around the nation. The mobile channel also represents an enormous untapped potential for changing health behavior on a massive scale.”

“(Mobile marketing) has the opportunity to help make the healthcare system more efficient, to help agencies make better use of existing data, to help reduce costs and to help consumers improve their health and their lives through a medium they understand and embrace.”

The healthcare industry is beginning to leverage the advantages of mobile marketing. Healthcare professionals and marketers look for innovative ideas to increase communication and enahance relationships with loyal patients. With text, voice and WAP mobile marketing, healthcare marketers can extend branding reach, create two-way relationships with patients and provide interactive customer support and follow up.

For more information on text, voice and WAP mobile marketing, please contact your account manager or email sales@msgme.com.

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Super Bowl Ads to Include More Cross-Platform Calls to Action, By Matt Silk

In a recent Mobile Marketer article, Matt Silk, senior vice president, Waterfall Mobile, speaks with Dan Butcher, predicting Super Bowl XLIII will provide consumers more mobile marketing calls-to-action.

Super Bowl ads will include more cross-platform calls to action this year, according to Waterfall Mobile.

Mobile Marketer’s Dan Butcher interviewed Matt Silk, the company’s Los Angeles-based senior vice president, who predicts that this year’s Super Bowl will have more calls to cross-platform action, via Web site URLs and text messaging short codes. Here is what Mr. Silk had to say:

Why does Waterfall Mobile expect the number of SMS call-outs to increase during this year’s Super Bowl?
Waterfall Mobile predicts that brands will look for more accountability in their 2009 ad spends because of several contributing factors including a down economy and a trend away from pure branding and toward more cross-platform initiatives incorporating mobile, web and even direct response marketing.

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Industry Case Study: Kroger’s Mobile Coupons

Campaign Overview
With the success of mobile coupons in Asia, Kroger Co., one of the largest retail food companies in the Unites States with 2, 2000 stores, wanted to provide its customers similar coupons and discounts with interactive mobile marketing campaigns.

Campaign Objective
Create mobile loyalty programs for Kroger customers and provide redeemable mobile coupons and discounts.

Marketing Tactics
The retailer created a Kroger Plus Card for shoppers to receive large discounts from major brands and select Kroger labeled products to their mobile device. The retailer decided to test its mobile coupon program in stores located in South Eastern states, Illinois, Ohio, Louisiana and Texas. To sign up for coupons, Kroger shoppers need to go online to create and activate their account.

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6 Effective Mobile Tactics, by Matt Silk

In a recent iMedia Connection article, Matt Silk, senior vice president, Waterfall Mobile, highlights effective mobile marketing tactics savvy retailers and marketers need to consider.

6 Effective Mobile Tactics
A Waterfall Mobile article by Matt Silk

To draw consumers into brick-and-mortar stores, you need to engage them — and no channel makes it easier than mobile. Here are a few methods that are proven to work.

Santa Claus should not text while driving his sleigh, but this holiday season, smart businesses should be focusing on mobile to drive results. Many retailers kicked off their holiday selling season on Black Friday by opening their doors before dawn and spending millions on advertising campaigns to publicize incredible deals at bargain-basement prices for one of the busiest shopping days of the year.

Yet, despite heavy national TV, print and online pushes for the country’s biggest retailers, many major brick-and-mortar retailers have not begun to implement even the simplest forms of mobile marketing to expand engagement with their customers. They should take a cue from the few mobile-savvy retailers this holiday season.

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Ford Turns to Mobile to Showcase New Car Model

Mobile Marketer

“Ford Flex saw a 1.41 percent click-through-rate from a mobile campaign that Ford Motor Co. used to promote the launch of the new car model by driving consumers to the Flex WAP site.”

Ford created a mobile WAP site to promote its 2009 Ford Flex. Last Fall, Ford created a mobile WAP site for its Lincoln MKS to engage and target young mobile savvy consumers. With automotive ad spends second only to retail, Ford is targeting audiences and extending its reach with a cost-effective mobile channel with real-time campaign results and analysis.

Related articles:

Industry Case Study: Ford’s Lincoln MKS Mobile Campaign

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Waterfall Mobile Advances Industry Leading Platform

Msgme Version 2.3 has been released!

Msgme continues to enhance and expand on its industry leading mobile marketing platform.

Msgme Enhancements Include:

Msgme Developer Portal – Fully integrated, secure and intuitive web-based developer environment designed for clients to build enterprise applications. Powerful developer tools, technical resources and account support.

Subscriber API Enhancements – Clients can integrate directly with existing CRM systems and synchronize all data in real-time for enhanced targeting on all mobile campaigns. Subscriber metadata fields enable the creation of optimized mobile campaigns and segmentation of audiences.

IVR (Interactive Voice Response) – Clients can create robust interactive campaigns using voice messaging for standalone campaigns or enhance existing SMS messaging.  Add a layer of personality with celebrity voices, music and IVR menus to drive consumers to sign up for lists, purchase mobile content, preview audio files and receive mobile offers.

Msgme Private Label Customization - Ideal for interactive agencies or brands with multiple accounts, Msgme now delivers customizable client interfaces, including account login, brand header, logo and more to enhance mobile brand marketing efforts and experiences.

For more information on Msgme upgrades or mobile text and voice marketing campaigns, please contact your account manager or email sales@waterfallmobile.com.