The second keynote of the morning featured Andy Nulman, President and Chief Marketing Officer, Airborne Mobile. To say Andy is enthusiastic would be an understatement. Unlike many speakers, Andy asked everybody to turn their cellphones on and up. His company is in the mobile content delivery business, a ringing cellphone is money in his pocket.
Mobile devices are everywhere, they've become a third appendage. Couple this with people's passion for shopping and you have powerful mix...but how do you use it?
The fear, from consumers, was that mobile marketing would be disruptive. If it was, the mobile marketing business would be dead.
Mobile marketing is at its core, 1 to 1 marketing. It's about building a stronger relationship. You need to allow people to opt-in, but this should not lead to opt-in overload. You want to be perceived as a dear friend....not a nudge. What would you whisper to them? What can you tell them that will make love your more?
NOW is the word and the acronym that Andy's been thinking about.
Near-by, customers need to be in your radius, close, local
Only, there has to be a limit
Wow, make a compelling offer
The power is getting the person when they're ready to buy. The basic building block is the text message (SMS).
Andy provided five things you can do NOW.
1 The NOW Pssst: Limited time offers, but it needs to be engaging and special. Target people near your location.
2 The Secret Sale: Things like in-store sales, or special offers. Texting to a special number will provide them a message/discount/coupon. It's completely opt-in. No paper costs.
3 The In-Store Experience: Give the customer control of what they want. Give them additional information, the backstory on products.
It should be noted that text messages have to be short, so the message is message, no marketing speak.
4 Woot! Like Countdown: Send limited offers to opt-in customers. The idea is similar to Woot!
5 Mini WAP Sites: Basic mobile web sites that provide information about a store.
What are the benefits? Once again an acronym HUMID.
Hyperlocal - Operate things at a local level. Give local managers the tools and power.
Uurgent - Text messages hit, e-mail sit. People respond to text messages quicker than other forms of communication.
Measureable - Mobile is a data-crunchers dream.
Immediate - Promote cold, fast, hard sales
Dynamic - Take action when you need to. Empty store? Do something.
Shoppers love discovery, talking, bargains and recognition. Mobile delivery can address all of these.
