“An effective marketing and advertising strategy can deliver immediate happiness or soothe pain. Mobile technology offers this possibility. “
In the good-old-days of the traditional brick and mortar business that was open from 9am to 5pm on Monday through Friday and a few hours on the weekend, there was some good days and bad days for doing business.
Monday was considered a bad days since consumers were recovering from a fun filled weekend where they had gone through their disposable cash. In the workplace, employees were also going through the Monday Blues—feeling a bit low-spirited and sad about going back to work after a weekend of fun, love making, and time with their family and friends. Friday was another bad day for business since consumers were preparing for their weekend adventures and making sure their budgets were aligned with their dreams of fun. Products and services that did well on Friday and Saturday had a high entertainment value while people rarely purchased outside of this arena.
Over the years, businesses resorted to every marketing strategy imaginable to attract customers on Friday and during the weekends. Consumers were offered “sales”, discounts, and other incentives to come shop at the stores and holidays were creatively used to attract customers. But when a company looked at its income, in the good-old-days, Tuesday, Wednesday and Thursday were the good days for moving products and services and the remaining days are relegated to reducing production hoping to lower the cost of doing business.
With thousands of dollars poured into marketing campaigns, business was restricted and the annual income was gained from sales during a few days of the week and during certain holiday. Today, however, many brick-and-mortar businesses have an online store that is open for 24-hours a day, seven-days a week. Customers are not tied to a desktop computer with a dial-up modem—they are mobile, using smartphones wherever they are to surf the web, access social media sites, and to search for good and services.
“When I think about how I approach a creative problem, I think with always mobile first, and then growing outward.” – Olivier Rabenschlag, Head of Creative Agency Development, Google
The use of mobile technology has been, for better or worse, profoundly disruptive to our lives and how we transact business. The average American keeps his mobile phone within three feet, twenty-four hours a day/seven days a week. We depend on our smartphones to: keep us connected; to help us get from point A to point B; to help with purchasing decisions; to get current news and information. If a business doesn’t have a strategy for mobile technology, then it’s losing money! If it is not careful, then it might become obsolete like the CD player, camcorder, newspaper, pay phone, alarm clock, and instamatic camera to name a few.
Not having a strategy for mobile marketing is like believing that a Microwave is a secret way people greeted each other on the streets of New York City or that the encyclopedia held all the up-to-date information about everything. “If you don’t have a mobile strategy, you don’t have a future strategy.” – Eric Schmidt, Executive Chairman, Google September 24, 2014.
In addition to reaching a wider market of customers, having a mobile marketing strategy will allow your business to reach customers on the good and bad days for doing business. Chis Kelly, author of the Amazon #1 Bestseller “Mobile Marketing for Business: How To Increase Sales On Your Slowest Days Kindle Edition” provides some great insights and practical ways to find customers on your slowest days – those predictable times when business lulls. It will show you how to carry out a comprehensive mobile marketing and advertising strategy that will: use two cutting-edge software solutions to market your business, get more leads, and convert your leads into loyal customers.
Here are some tips for using mobile technology to prosper your business:
1. Stop hunting for new customers. Start building deeper relationships:
Gone are the days when the maître d at your favorite restaurant would call you if he hasn’t seen you in a while. Restaurants these days seem to be vying for more and more new customers instead of focusing more on building deeper relationships with existing customers by implementing a mobile marketing strategy. I believe this is a huge mistake and one that’s not exclusive to restaurants. Using mobile technology to create and coördinate mobile coupons and mobile loyalty programs can pay huge dividends while building a loyal tribe of advocates who come back again and again. For most businesses, the cost of acquiring a new customer is very high. So, instead of chasing new customers consider building deeper relationships and watch profits increase.
2. Give customers and prospects the ability to take immediate action:
Perhaps, one of the biggest mistakes print advertisers make is not offering a way for prospects to take immediate action. They often produce extremely creative print collateral and leave it to chance that the reader will hold on to the newspaper, business card, flyer or postcard and take action when it’s convenience. My thinking is: give them as many easy options to take immediate action to avoid any possibility of the newspaper, business card, flyer or postcard being lost, misplaced, destroyed or forgotten. This is easily accomplished using a Short Messaging Service (SMS) or texting service with an auto-response ability.
3. Satisfy customers and prospects with immediate gratification:
Every marketing and advertising campaign should have several ways or communications channels for prospects to take immediate action and immediately receive feedback they truly appreciate. Once a prospect engages your campaign by calling, visiting your website, texting they should within minutes receive communicate that addresses their pain or provides so pleasure.
An old adage that “your best customers are the ones you already have” continues to hold true in the mobile economy. As such, to deepen the relationship with existing and new customers, it is important for businesses to stop thinking of mobile technology as devices and more as “open appliances.” “If you can think about it and it offers your customers an incentive, then you should consider having an app for attracting your customers to it.”
In addition to providing access to products and services, the enhanced capabilities of smartphones and mobile devices makes it possible for businesses to meet others needs of customers. If creatively employed, businesses can use a suite of advanced mobile solutions for instant discounts, time management, games for winning prizes, directions to nearby services, education/reference, health and wellness information, navigation, communication and much more. Also, these other services can be incentivized to help motivate customers to buy a company’s primary goods and services. What’s great is that your customers can get access to all of this through their mobile devices 24-hours a day, seven days a week.
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