Case Study #1: What does the Mayor of London and British Airways have in common?

Both use mobile marketing everyday. The Mayor of London uses mobile marketing as a way to notify residents about city schedules and office hours. He also uses this same medium to remind his residents of their scheduled refuse collection times. You may be thinking to yourself, well this all fine and dandy, but how does the Mayor of London benefit from

being an informational service.

Well, for starters, he is an elected official. It behooves him to stay in constant contact with his constituency. Can you imagine the powerful relationship he is building on daily basis with the people who put him in office, if in their minds, he casually reminds them to put out their trash or reminds them that his office will be closed on Monday for a holiday? The amount of goodwill and “face time”, this creates cannot be measured.

Even better, it is automated, so the cost is minimal. Likewise, the personal contact from the Mayor of London can only increase his chances of being reelected come election time.

British Airways has adopted a similar concept to their marketing. Just as soon as you purchase a ticket, you are entered into their system. On cue, British Airways will text a ticket confirmation, directly to your cell phone. This confirmation can be imported directly into your day planner and a reminder alarm set, all done automatically. In the days immediately prior to your travel date, you receive friendly reminders to pack certain articles. You are also advised of any delays or cancellations or anything else that might affect your travel plans. Prior to arrival, your cell phone receives a bar code that is sent via SMS or text message.

You simply scan that barcode into a reader and your seat is confirmed. No waiting in line! Oh, and lest I forget, every message carries with it the reminder that all of this was brought to you by British Airways. This is powerful and effective branding using nothing more than a few customer service techniques!

Case Study #2: Local Grocery Store or Pharmacy.

Retail marketing is ideal for mobile marketing. Consider this fact; retail shopping typically involves impulse buying. Granted, most people will go shopping to buy a specific item they need or want. While shopping, they come across specials or other items that they will purchase on impulse.

This creates the perfect scenario for mobile marketing. Grocery stores could send out coupons or “blue-light” specials on specific items that their customer may not have considered. .. The possibilities are endless!

Consider shopping malls or other trade centers too! By now, you should be able to see the obvious benefits to mobile marketing. The concept is spreading like wildfire all over the world and networks recognize this and are offering more and more features. In the following sections, we will show you how to set up your mobile marketing campaign and start making money!

Case Study #3: McDonalds boosts sales using SMS.

When McDonald’s Australia ran its first SMS voucher campaign in Bundaberg, Queensland, in September, it saw very healthy SMS voucher redemption rates.

This redemption rate was aided by the design of the voucher campaign, which was integrated with a competition run through a local radio station. Listeners entered the radio competition by SMSing in their name. In reply, they received a confirmation of their entry with an SMS voucher attached. They could take this voucher to either of the two Bundaberg McDonald’s restaurants and receive one of three offers.

Additionally, the customer was asked to reply to the SMS voucher with a “Y” to receive more McDonald’s offers, which most recipients did.

McDonald’s was able to send out further vouchers just before lunch time.

Because every phone number is unique. McDonald’s collected names in their campaign, next time they may choose to ask for age, allowing better targeting and response rates.

Because of the infiltration of mobile phones in society, it is a perfect promotional entry tool and voucher/coupon delivery and redemption mechanism.

Case #4 Study - Mobile as a Rich Data Collection Channel

Client: Unilever

Brand: Pot Noodle

Agency: Flytxt

In Summer 2005, Unilever brand Pot Noodle commissioned Flytxt to put together a mobile mechanic offering consumers the chance to win one of one million Pot Noodle horns. In addition, the campaign was also required to generate rich data on participating customers. Consumers who bought a winning pack had to text in their winning code number, together with their name, house number and postcode, from which Flytxt generated the complete address for the consumer’s confirmation.