Msgme Campaign Spotlight: Nebraska Book Company

Campaign Overview
Leading North American textbook distributor, Nebraska Book Company, Inc., (NBC) wanted to integrate mobile marketing into its national college bookstore marketing strategy.

Campaign Objectives
1. Provide NBC’s 280 college bookstores with mobile marketing solutions
2. Drive traffic to its retail locations and strategically increase sales
3. Appeal to a younger interactive mobile demographic
4. Build exclusive NBC mobile subscriber lists to send promotions and discounts

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Industry Case Study: Subway Celebrates with Mobile

Campaign Overview
Subway continues to promote the story of Jared Fogel, “The Subway Guy.” Jared lost more than 240 pounds by eating the healthy selection of Subway sandwiches. Since Jared and Subway’s advertising partnership began in 2000, Subway sales have more than doubled to $8.2 billion.

Subway continues to find creative ways to promote the Jared Fogel phenomenon. Most recently the “Tour de Pants” campaign celebrated Jared maintaining his weight loss for 10 years and his plan to “retire” an old pair of 62-inch jeans to a museum. For this campaign, Subway added an interactive mobile component.

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Industry Case Study: Village Inn’s Mobile Coupon Campaign

Campaign Overview: National dining franchise Village Inn wanted to create a mobile channel to attract consumers, reward loyal customers and promote the restaurant’s Mobile VIP Club program.

Mobile Objectives: 1) Drive consumers to Village Inn locations in Phoenix, AZ, increase sales and alert interested consumers of coupons, special offers, promotions and new dishes. 2) Create and build exclusive Village Inn Mobile VIP Club lists for loyal customers to receive updates on promotions, discounts and sweepstakes.

Marketing Tactics: The Village Inn placed mobile calls-to-action inside the chain’s Phoenix locations and on television spots for subscribers to receive mobile coupons. Village Inn customers and television viewers were asked to text CREPES to 74642 to receive coupons. Users opted-in and received a text message that included a mobile coupon, then received a second text asking them if they were interested in joining the Village Inn VIP Club.

Campaign Results: The total percentage of double opt-ins was 30 percent, according to Village Inn and 100 percent of the offers were redeemed.

For more information on mobile marketing, Waterfall Mobile, please visit www.waterfallmobile.com or contact sales@waterfallmobile.com.

Mobile Loyalty Programs

Mobile Marketer

Home furnishings retailer IKEA’s decision to launch a mobile loyalty program should not be an isolated case. A loyalty program – mobile, online or offline – is a bulwark against shifting consumer allegiance when the times get rough.

“This is absolutely the right time to debut such a mobile loyalty program.”

A good article from Mickey Alum Khan on the benefits of creating and building exclusive mobile subscriber lists to reward loyal customers.

View article.

Industry Case Study: Ikea and Mobile Coupons

Background: Swedish furniture giant Ikea wanted to leverage the popularity of mobile with its customers and create a new marketing channel.

Objective: Engage loyal Ikea customers with mobile coupons redeemable at select stores.

Strategy: Ikea customers join Ikea Mobile by texting a keyword to receive mobile coupons redeemable and scanned at select stores. Consumers text IKEA1 to 30364 to join and soon receive a coupon to scan at IKEA’s mobile kiosk. The kiosks print coupons on site.

Results: Mobile coupons allows IKEA to create and build mobile subscriber lists for targeted marketing initiatives. Though IKEA’s email lists are extensive, email is not always a direct channel to reach consumers. Most mobile users can direct email to their mobile device, not everyone uses their main email address to receive promotions. Double opt-ins ensure customers want to receive real-time updates, news, promotions and in this case, IKEA coupons. Ikea rewards loyal customers with coupons, while building a mobile loyalty program subscriber list.

Quick Stats: Mobile Coupons

• According to Juniper Research almost three billion coupons will be issued to mobile phone users by 2011, amounting to sales of almost US $87 billion.
• Reflecting on consumer behavior, 63% of consumers felt that a coupon would be the most effective incentive to get them to respond to a mobile marketing message and that 52% of consumers would use mobile coupons for a discount at a local store, according to a survey by ABI Research.
• Studies by Jupiter Research show that 30% of consumers would like to receive mobile coupons and 8% of advertisers plan to adopt mobile coupons by next year (currently its only 1% – 2%).
• Redemption rates of mobile coupon are usually higher and range from 5% to 15% as compared to traditional print coupon with rates of 1% or less.

Best Practices: Mobile Coupons – What are Your Options?

In a recent ICOM survey of U.S. Shoppers, selected from a 40,000 HH database, 67% said they are much more likely, or somewhat more likely, to use coupons during a recession. Combine this study with the increasing popularity and reach of SMS in the U.S. and retailers have a compelling reason to invest in a mobile coupon solution. Below are SMS coupon solutions we have evaluated for partners each with varying reach, costs and simplicity that can be delivered through the Msgme technology.

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Industry Case Study: Dunkin Donuts

OBJECTIVE: Increase sales for company

STRATEGY: As a result of an SMS-based marketing campaign, customers were able to get coupons for Dunkin Donuts goods by using their mobile handsets to respond to advertisements displayed on store notice boards, billboards and on the radio. By sending a short message to the published numbers, users receive an immediate reply featuring a free gift coupon or special offer exchangeable at local outlets.

RESULTS: Sales were reportedly up 9% within the first three weeks of the campaign. By enticing consumers to request special offers, Dunkin Donuts ensures that they achieve a great consumer push without running the risk of breaking down the client relationship by contributing to the wealth of ‘spam’.

SOURCE: Plusone