How to Get it Right the First Time
In our last post we talked about the challenges marketers face in ensuring they are delivering relevancy in their mobile campaigns while balancing consumers’ needs for privacy. While the opportunities for engagement in the mobile channel are exponential, the risks associated with losing the mobile consumer are also great meaning that it is critical to get it right the first time. What we mean by this is that it is paramount to anticipate consumers’ needs and understand the stages of the consumer decision journey in order to deliver relevancy.
The primary marketing goals for engaging with consumers are generally threefold:
- Capitalize on brand impressions delivered into the market
- Drive Product Consideration
- Sales Conversion
Tailoring mobile offers to achieve each of these is all about making the right offer at the right time.
Prompting consumers to act and enabling marketers to win what we refer to as “mobile moments” is key to accelerating purchase cycles and driving marketing results. Creating mobile prompts and serving strategically sound mobile experiences helps to prevent consumers from being left to wander the web only to be intercepted by another digital rabbit hole.
Capitalizing on a Brand Impression – many times advertising captures consumers’ attention but consumers are often left at that moment without their curiosity satisfied. Brand marketing may inspire a need to act, but most brand marketing is incapable of connecting consumers to a solution. Products and packaging peak interest – and even an intention to share with others – but consumer products are often not wired for digital connections.
At SpyderLynk we have enabled brands to add a digital connection and serve up solutions from real world marketing. Some interesting and successful campaigns that our clients have deployed to capitalize on a brand impression include:
Coke Zero sought to create a dialogue with consumers, extend and enhance the time spent with their brand and build a consumer database. During 500 events throughout the US, consumers were able to snap to join the SnapTag Scavenger Hunt and win prizes. Over 150,000 tags were snapped, reaching a 12% activation rate, and social media followings grew exponentially (42% increase in Facebook followers and 153% increase in Twitter followers.
The US Marine Corps wanted a way to reach their key demographic and generate leads for USMC recruiters by providing information about becoming a Marine. Going to 80+ malls in the US, the Marines implemented mall posters with SnapTags incorporated in the design delivering an exclusive Marine Corps ringtone, and encouraging young prospects to learn more about becoming a Marine. The campaign generated a 53% conversion rate while 40% of the prospects who snapped also downloaded the ringtone.
Warner Brothers, in anticipation of the release of their highly successful Inception movie on DVD and Blu-Ray, sought to build excitement by creating interactive experiences. Using a variety of mediums – print, in-store, Facebook, retail circulars, website, TV spot and in-stadium – SnapTags were used to access unseen footage and consumers received video extras, commentaries, bonus features and ringtones.
In each of these successful campaigns, it was all about delivering what consumers wanted and when they wanted it. That’s the reason why they achieved their desired results.
Drive consideration – moments of need provide an opportunity ripe for furthering consideration for your products – you just need to satisfy the consumer when they have a need.
A great example of how this was successfully done is with SpyderLynk’s client, EA Sports.
They placed SnapTags on game packaging to provide potential buyers with a video containing game highlights. EASports was able to intercept and engage consumers during their purchase process. By using messaging and videos to educate consumers, EASports was able to excite and influence consumers’ purchase decisions. The campaign also has social functionality embedded, allowing consumers to instantly like EASports NCAA Football on Facebook.
Another terrific example in which a brand delivered what consumers wanted at the right moment is HP’s in-store printer campaign. HP sought to elevate their brand image through increasing consumer knowledge of product capabilities to influence the consumer decision at the point of purchase. By placing SnapTags on signage at big box retailers, consumers were able to obtain videos that highlighted product features. Again, delivering what consumers wanted when they wanted it.
Converting consideration to sales – in our research, we found that by providing the right information at the right time consumers were influenced to buy. We recently surveyed 1,000 mobile and internet users to, among other things, find out what motivated them to buy and the results were enlightening. Of the respondents, 24% said they were far more likely to buy when they were able to easily and quickly get the information they needed. We also learned that by giving consumers the opportunity to use their mobile phones to buy, enter to win or simply get something from a brand that 33% of respondents would act on that opportunity and 53% said that they would possibly act for the right opportunity. That tells us that it’s all about providing the right opportunity at the right time, i.e. capturing the mobile moments and converting them to sales.
A great example of this is with a campaign that Office Depot deployed to drive in-store traffic and sales for back to school essentials. They placed SnapTags in ads, on in-store merchandise, and in email and direct mail offering consumers the opportunity snap and send or scan to instantly win $100 Office Depot e-Gift Cards and other discounts. They made it simple to participate by offering the opportunity to redeem at check out with mobile coupons. Office Depot reported that they experienced a 30% increase in participation when it used an in-store SnapTag sweepstakes compared to the receipt driven campaign used the year prior.
Our clients are capitalizing on these important mobile moments to solve problems, diminish friction and enhance experiences! For more information on how you can do the same, email us at firstname.lastname@example.org.