Mobile Campaigns

Mobile campaigns that are put together well can do wonders to help out any kind of business, whether you’re trying to drive sight traffic, launch a new product, or increase sales. A great mobile campaign seems to be the best way to go. Mobile campaigns get people active, and make them feel like they are a part of something. Also, as a business it can help you collect valuable information about your consumers.

The campaign that MooseJaw put together with Messagebuzz was in my eyes, flawless. According to this case study put together by messagebuzz.com, Moosejaw was able to increase their sales, in store foot traffic, and the amount of customer reviews they received.

Ace Hardware also put together a decent mobile campaign. Over the course of a month long campaign Ace ran behavioral targeted mobile banners on MSN Hotmail as well as MSN Messenger, which targeted media to home improvement enthusiasts and tool and hardware shoppers. They targeted male’s ages 25-54 using mobile media on MSN Weather, Verizon News, Verizon Weather and other Windows Live mail. All the media they put out their drove people to the Ace Hardware mobile website. The result was a 60% lift in brand awareness among males 35-54 years of age and 101% lift among those 25-54. In addition, Ace was able to increase there in store traffic by 8%. Ace ran an “every thing in your bag 20% off” promotion, which helped to increase in store sales. All of this was good but if they would have followed some of the tactics that MooseJaw was able to put into effect they might have had even more success.

Ace Hardware could have used their mobile advertising campaign to run more promotions and contests. This would of helped motivate more people to start getting involved. MooseJaw used the game rock, paper, and scissors to do this. They would send a customer a message to text them back with rock, paper, or scissors and if they were to beat MooseJaw they would receive coupons and prizes. This text game received a 66% response rate for MooseJaw and could have helped Ace Hardware out. Another suggestion that Ace could have implemented into there campaign is text message product reviews. Customer product reviews are huge for persuading people to buy something. So allowing customers to text in product reviews in their own words would help to generate larger amounts of reviews.

Another great thing that MooseJaw did was implement a point reward system for items bought on their mobile site. Then, they allowed customers to buy in store products using their mobile PayPal so that they would receive the reward points. Offering reward points is a great incentive to get people to purchase products; they know that by doing so they will receive future discounts. The fact that MooseJaw allowed their customers to use there mobile PayPal accounts to buy products in the store was genius because it allowed them to get the item they want right away with out having to wait for it to be shipped to them, but it also allowed them to get their reward points.

Implementing a few more techniques into Aces mobile marketing campaign, to help make it more fun for consumers all while promoting their product could of helped them to build a better relationship with their consumers and turned a good campaign into a great one. The mobile campaign that MooseJaw put together was flawless and will probably be studied and imitated by marketers for years to come.