On July 10th, all eyes will be on Kansas City for the 83rd Major League Baseball All-Star Game. As a former professional baseball player in the Cincinnati Reds organization, I appreciate the All-Star game for its unique approach of combining both fan and player votes in choosing its participants. I believe this has helped major league baseball remain relevant in America by creating fan involvement and interaction, while still allowing the American and National league to each create a competitive team.
Putting into place the elements that make up a strong and competitive team requires many of the same skills that define a successful Mobile Marketing initiative. Here are some quick tips so you can hit a home run with your Mobile Marketing strategies:
Build a Team of All Stars: A baseball team is made of players who each bring a distinct set of strengths to the field. Just as the pitcher relies on the catcher, and the centerfielder covers most of the outfield, your program’s success requires expertise from a range of team members and skills set, both internal and external to your organization.
Rely on Statistics: Batting, pitching, and fielding statistics demonstrate a player’s strengths and weaknesses. Similarly, key metrics enable companies to measure and analyze their mobile programs. Each consumer interaction provides specific and useful feedback that can be leveraged to refine your program. Think of their RBI as your ROI.
Assemble a Fan Base: As baseball teams desire a stadium full of fans to cheer (and jeer) them on, Mobile Marketing effectiveness relies on a robust, comprehensive and compliant database with accurate information. A strong partner can help direct your efforts here and ensure that all Mobile Marketing touch points are utilized to obtain the necessary opt in or express consent from consumers.
Take a Seventh Inning Stretch: Just like pitchers are rotated throughout the game based on the situation, make sure that you take time to check your campaigns’ progress and make adjustments and refinements as needed. The metrics that you set in place should be carefully monitored to gauge if the results are what you expected. Watch for shifts in channel preferences amongst consumers contacted. Do their stated preferences match their behavior?
Broadcast Your Game Via Multiple Outlets: Some fans watch the game on TV, listen on the radio, some catch the highlights on their computer, tablet or smartphone and some love a visit to the ball park. In the same way, make sure you are offering your customers multiple channels to engage and respond to your Mobile Marketing efforts given the multiple ways to interact they now possess.
Creating and managing a Mobile Marketing campaign need not be difficult if you stick to the basic principles and proven best practices. Just as the All-Star Game brings together the leading players of both leagues each year for the best of what the game can offer, you can drive increased revenue, customer loyalty and retention in your all-star campaign and go home with the win. To learn more about Mobile Marketing download the MMA’s whitepaper featuring industry expert case studies and best practices, Mobile Messaging in North America: A Fresh Look at Current Options for Marketers.
Great, post, Mike. Love the sports analogy. I recently saw a statistic that about 25% of internet searchers ONLY search via their smartphone. They don’t have a desktop computer, so that highlights the importance of having a mobile marketing strategy.