Mo7 Mobile Interactive Marketing

SMS Beats Email

2010-02-22T11:02:00.000-08:00

Well folks, the new player on the team is proving to be more successful. The new batter is hitting more home runs. The young guy is breaking records. Okay, I am getting carried away with the baseball analogies here…but the bottom line is that SMS delivery rates beat out email delivery rates.

SMS has 100% deliverability. Why? Because the user opts-in and the message is delivered directly to their mobile device, no restrictions.

According to Return Path, “Despite minor improvements, about 1-in-5 commercial, permissioned emails still fail to reach consumers' inboxes.” Why? MediaPost tells us that 3.5% of these emails are delivered to spam and bulk folders, and 16.3% just go missing in cyber space with no notice of non-delivery. And to top it off…ISPs can vary on the criteria of how many emails actually reach inboxes. Gavin O’Malley noted that “nearly 20 percent of email campaign messages fail to deliver.”

That is not to say that email is not useful. It is. But in the end SMS wins the game.

Check it out:
SMS
100% deliverability
90+% open rate
13-15% coupon redemption
(MMA)

Rudolph the Red Nosed Reindeer had a very shiny phone

2009-12-10T12:49:00.000-08:00

Not only are phones a popular gift during the holidays…they play a huge role in holiday shopping. That’s right everyone…to gear up for the most intense shopping month of the year get those credit cards, comfortable shoes, and mobile phones ready! According to Deloitte’s 24th Annual Holiday Survey of Retail Spending and Trends, “nearly one in five holiday shoppers will rely on digital advancements such as social media and mobile phones for help with holiday shopping this year.” So what are they using these “pocket elves” for you may ask? Everything from researching prices, getting product information, looking for discounts and coupons, reading product reviews, making a mobile purchase, to the most popular use by 55% – looking for store locations. Well that is good news for the stores that are already running in the mobile arena. USA Today’s Jayne O’Donnell highlighted the top dog mobile sites for the holiday season. Among them are Amazon, Wal-Mart, Google, RedLaser, and Dealdar. Not only do they have another outlet for marketing, they are also making holiday shopping easy and convenient for consumers. There are few things worse than dealing with tired, grumpy, frazzled, “I left it all ‘til the last minute” shoppers. Make their life easier and your profits sweeter.

And what about those lazy consumers who need to shop but can’t justify missing the game for the crazy traffic and shopping mall zoos? If you have gone mobile, you are pleasing them too. They can surf your mobile site, select the perfect present, and purchase it without leaving the comfort of their lazy-boy and hot chocolate. While they are on their phones they may even check out gift wish lists of friends and family or text pictures of things they want to their significant others. Translation→ people will be communicating about your products.

The mobile shopping market is still young and largely uninhabited by stores. Now is the time to jump in and become a favorite on the shopper’s list. Mobile sites and applications…when done right…are fast and clean, and do almost everything that regular websites do. The selling point – mobile is with the consumers wherever the go. They need directions to your store…bam, there’s the store locator. They need gift giving ideas…zing, there’s your digital shopping list. They need to purchase a gift and have it delivered tomorrow…jingle bells, you just gave them a Merry Christmas.

Mobile Tweens & Teens

2009-11-05T10:53:00.000-08:00

What were you doing when you were 10 years old? Climbing trees, riding bikes, playing Barbie and Hot Wheels? Well folks, the times have definitely changed. A new and more exciting toy has graced our young population…the cell phone. The key age for kids to acquire their own phone is 10. And that isn’t just the popular kids who always get what they want…more than 50% of 10-year olds in the U.S. own phones! In the 13 to 17 year old age range, 77% own cell phones. These kids are texting gurus. Not only do they all know the “text language”, their fingers move a mile a minute, and they probably know how to operate all the phone capabilities better than a lot of adults. That said, a lot of the text messages that these tweens and teens send out barely justify the bill.
“wats up” → “nothing” → “cool” → “yea” → “see you l8ter”
Come on kids! That is one of the most anti-stimulating conversations ever, but it is pretty common with these teeny-boppers. It doesn’t matter what they are texting, they are just cool if they are texting. Their main mobile activities are making calls, texting, and playing games (because yes, even though they are like adults with phones, they are still kids who love games).

So where am I going with this rant? Kids have phones; kids like to text; and kids are impressionable. There is a huge mobile market for kids out there, which is wide open. Of course there are rules and regulations with marketing to minors; but if the parents allow their kids to have phones, there is a good chance they will allow them to participate in positive mobile campaigns. 65% of tweens with cell phones are on shared family plans, and almost 30% have prepaid plans. As they get older, they start playing for their own individual plans (which often include unlimited texting).

The Simpsons, although a little far-fetched, hit the nail on the head in their episode entitled “Apocalypse Cow.” Bart and Lisa are part of the impressionable, American youth. Who cares about the cost, if they believe in a cause, money is no issue. Now don’t charge $15 per text; but play by the rules of the book, and you may open your doors to the tween and teen mobile market.

The Mobile Whirlwind

2009-10-30T14:35:00.001-07:00

It seems that we have been M.I.A since May. Well, we never really left; we have just been in a whirlwind of welcoming new clients to the mobile world. Things have been rolling out and new mobile magic is being made. I am relatively new to the mobile services world, and let me tell you, this stuff is awesome! My way to describe it would be, it is kind of like a cool kid’s party. The cool kids know what’s happenin’, what is trendy, and are one step ahead of the game. Everyone wants to go to the cool kid’s party; you just have to know the right people to get you in. Well…mobile is cool…and we are the kids who are going to get you inside that party. Sure, you’ll be fine without the new trends and new friends, but life is so much more rockin’ when you are leader of the pack and on top of your game.

I think that the mobile sector should operate on dog years because everything is moving so fast! The technology, capabilities, and ideas are constantly changing and getting better. We haven’t written since May, which may not seem that long ago…but in mobile reality we have progressed from playing with pogs, Carmen San Diego, and watching Full House, to flying to work in futuristic cars while you exercise on Wii Fit. Okay, maybe that is a little extreme, but the point is, you blink in this industry and something new is invented. That’s why Mobile FKM is here to bring you up to date and help you stay on top of your game. Go on…be a cool kid.

Look for us over the next few weeks to be posting new and exciting updates about the mobile world and what cool things we are creating for our clients.

OTB Launches Multi-channel Mobile Effort

2009-05-14T08:34:00.000-07:00

Casual dining brand On The Border is launching a first-of-it's kind integrated mobile initiative to drive consumers into restaurants from a wide range of media.

Created by Mo7 Mobile/Mobile FKM, the multi-channel campaign will allow consumers to send an offer for a free bowl of queso or sopapillas, a Mexican pastry, directly to their phone from variety of interactive ads. The mobile element is designed to support the debut of OTB's new $6.99 Countless Combination menu offering.

The offer will be seeded in online ads, local search ads, the On The Border web site, emails and targeted mobile voice ads.

The online ads will be equipped with a field so that consumers can enter their mobile number directly into the ad unit and immediately send the offer to the mobile phone.

City Search listings will feature the offer with a click-through to a web page with the same opt-in technology. The offer and link also is included in an email sent to the On The Border Club Cantina database.

And targeted voice ads, served through the 1-800-Free411 platform, will include an option to press * and send the offer to your phone.

Each ad platform and unit is being tracked for its effectiveness in producing opt-ins.

Our take: We are truly activating these ads, not just with click-throughs, but with technology that makes getting this offer extremely simple for the consumer. Our strategy is to take down the barriers facing the consumer and to get the offer in as many hands as possible, since mobile has such an extremely high redemption rate.

Analytics to follow...

SMS: Critical Communications

2009-04-21T18:41:00.001-07:00

Never has our real-time text messaging effort for the BP MS 150 been as relevant as it was this past weekend.

13,000 people annually participate in the 2-day charity ride between Houston and Austin.

With rain storms looming in the forecast, an unprecedented number of riders texted in to receive our alerts on their cell phones. For the past three years, we have linked riders, volunteers and their families with real-time messages. Typical content includes course changes, schedule changes and weather updates.

Then five inches of rain and flash floods washed away Saturday's portion of the ride.

Our alerts helped keep everyone off the road on Saturday, and got them to the starting line in La Grange on Sunday. Then it was off to Austin. A shorter trip this year, but another massive blow against MS.

Awesome job, everyone!

Armani Exchange Launches Mobile Campaign

2009-04-16T19:20:00.001-07:00

(Reprinted from the "Mobile Marketer")

A|X Armani Exchange has launched its first mobile advertising campaign to promote its A|X Armani Exchange Spring 2009 collection.

Armani is using mobile ads served on the mobile ad network AdMob to raise awareness of the new A|X spring line, drive opt-ins to the brand’s text messaging program and to continue building the brand’s relationship with its customers.

“The Armani Exchange Spring 2009 mobile advertising program gives A|X the opportunity to engage our customers in a timely, relevant and entertaining way,” said Tom Jarrold, senior vice president of global marketing and communications at Armani Exchange, New York.

A|X Armani Exchange was launched in 1991, aimed at a new generation of fast-fashion consumers – a collection offering urban, individual style. Armani Exchange is "Accessible Armani" that defines a new dress code with a collection that takes its cue from urban lifestyle and music culture.

With A|X, Mr. Armani interprets his sensual and unique style to create a casual, yet sophisticated collection for the young, urban and sexy. Today A|X Armani Exchange has an exclusive direct controlled retail network that currently comprises 170 freestanding stores in 24 countries.

This is the first mobile advertising campaign that Armani Exchange has undertaken and it builds on the success of its Text A|X campaign, with the tagline of “Instant Message. Instant Style.”

“This is the first time we are working with Armani Exchange and this is their first mobile advertising initiative,” said Nicole Leverich, spokeswoman at Ad Mob, San Mateo, CA. “They previously allowed people to go to the site from their computer and sign up for text alerts and saw a lot of success with that.

“This new campaign is building on the success of that initiative,” she said. “It lets consumers learn more about the collection.”

The luxury retailer did a text-to-win promotion in an effort that also involved future SMS marketing.

The "A/X $1,000 Shopping Spree Sweepstakes" call-to-action was printed on the retailer's shopping bag.

It asked customers to text the keyword AX to short code 276264 (ARMANI) for a chance to win a $1,000 shopping spree.

Consumers who texted in were added to a mobile database and later sent text messages announcing new collection arrivals, exclusive offers, A|X events and mobile downloads.

The new A|X mobile advertising campaign is designed to leverage AdMob’s iPhone network and drive consumers to a specially designed mobile Web site where they can sign up for Text A|X, find stores near them, watch videos, see images of the new Spring 2009 line, or read the A|X Styletraxx blog.

“As everyone knows the iPhone is an engaging device and users of it tend to be interested in hearing from advertisers,” Ms. Leverich said. “The device allows advertisers to come up with unique campaigns because of the capabilities of the device.”

The engaging iPhone text, banner and canvas ads highlight the Spring 2009 collection.

“The program allows the A|X customer to experience the brand – to review looks, find stores, get downloads – on the fly,” Mr. Jarrold said.

Platform Integration: Mobile and Web, Linked

2009-04-08T19:48:00.001-07:00

A new study by the Pew Foundation has shown a link between mobile internet access and online use.

The Pew Internet and American Life Project's report titled "The Mobile Difference" finds that 39% of adults have seen the frequency of their online use grow as their reliance on mobile devices has increased.

This follows our experience that repeatedly demonstrates a high correlation between mobile and online. Mobile, it seems, is the logical extension of the wired internet. And a substantial segment of early adopters -- more than 1/3 of all adults now -- are proving it.

We are consistently seeing extremely high conversions from our mobile campaigns to online. This is why mobile campaigns that mix in and compliment online initiatives will continue to show great success.

Wireless Web: Here Comes 4G

2009-04-03T06:35:00.001-07:00

Like the brand new 3G wireless networks? Don't get attached. They will soon be nearing capacity, thanks to the explosion of smartphones and mobile apps. Details are in a white paper from Cisco unveiled at CTIA this week.

As a result, 4G networks are already being rolled out by the major carriers, with handsets to match slated to appear before the end of the year.

What does that mean for brands and consumers? Mobile is edging ever closer to replicating your current Internet experience.

"4G takes one-quarter to one-third of the time compared to 3G networks, giving consumers everything the Internet has to offer," says Benjamin Wolff, co-chairman/CEO of Clearwire Corp. They are partnering with Sprint on its new 4G "WiMax" network.

In fact, Pew Research predicts that the mobile device will be the primary connection tool to the Internet for most people in the world by 2020.

Apps: Forbes' App Comes w/ Ads

2009-04-02T20:15:00.000-07:00

Forbes.com launched the Forbes.com Mobile Reader for BlackBerry handsets this week at CTIA.

The Forbes.com Mobile Reader delivers real-time Forbes.com headlines and updates to BBY smartphones.

That's cool, but brands will find their interest further piqued by this: Forbes is serving ads on it. That's right, revenue.

The ads include image, text and click to call functionality. Add in the rich target environment of busy execs, and it could be a highly effective platform, not to mention a lucrative revenue stream.

Stay tuned...

Sales Activation

2009-03-27T19:55:00.000-07:00

Here's a truth that gets lost in the hype about mobile: Not everyone is open to marketing on their cell phone.

But 25% of cell subscribers are. And given the incredibly high action rates of mobile (think: double-digit redemption rates), it's more than worthwhile to mine this group heavily.

Some tips:
Make engagement via mobile simple. We use simple text messaging to activate sponsorships, ads, TV, radio, print and even online. We have developed a widget that clients can drop into ad units or web pages. With it, consumers can enter their cell number and have an offer delivered directly to their phones.

Make a premium offer. The hurdle you have to clear to get on someone's handset is fairly high. An added incentive helps.

Make redemption easy. Scanning barcodes just isn't happening yet. Use promo codes. Or offer unique offer codes that you can track in your POS system. We have developed a technique to serve these unique, trackable codes with each text we send.

Encourage viral opt-in w/ SMS. Include a reminder within your bounce-back that others can download by texting or going online.

Apps: "Around Me" Review

2009-03-24T06:24:00.000-07:00

By far the most useful app I've downloaded to my iPhone is something called "Around Me." The app uses the phone's GPS to help you find things around you that you need. Such as the nearest coffee house, bar, bank, gas station or even parking lot.

The thing that makes it so good, aside from the simple user interface that requires no typing, is that it actually works. I use it constantly, often just to see if the results jive with reality. And they almost always do.

I've used it to eat lunch in Dallas and park in Los Angeles.

"Around Me" is app building at it's best. Useful, simple, intuitive and functional.

"Thanks, Steve!"

2009-03-16T06:03:00.000-07:00

The U.S. has taken over the top spot in mobile web browsing, displacing Britain, which was the former leader.

The news, from mobile web analytics firm Bango, is encouraging. The U.S. typically lagged behind the rest of the developed world in mobile adoption.

Yet even in a recession, U.S. mobile web browsing is growing. Twenty-nine percent of all mobile web traffic now comes from the U.S.

The reasons? Bango gives three.

1) The iPhone. As we mentioned here before, combine a great user interface, a fast network, an unlimited data plan and, perhaps most importantly, Apple's sense of personal security and you have a license to roam the mobile web at will.

2) Flat-rate data plans. See point #1 for proof.

3) Technology. Again, refer to point #1.

See a trend here? It's no surprise that more than 50% of all mobile web traffic is coming from the iPhone.

On behalf of mobile users and marketers everywhere, "Thanks, Steve!

Apps: From 30,000 Feet

2009-02-25T19:55:00.000-08:00

The view from up here is clear:
- 150 million smartphones sold in 2008
- 500 million+ apps downloaded from Apple's App Store
-The App Store has 25,000 apps

And now enter Blackberry and it's obvious that apps are changing the face of mobile, along with that of our cell phones.

Some things to keep in mind when thinking about creating an app for your brand:

Do one thing well -- The best apps are singular in their function. They allow you to perform a repeatable function, simply and conveniently.

Houston first test market for Chick-fil-A texting

2008-08-11T14:18:00.000-07:00

BY MARY ANN AZEVEDO
HOUSTON BUSINESS JOURNAL

A national chicken restaurant brand is using Houston as a guinea pig in a textbook advertising test.

Chick-fil-A Inc. kicked off the chain’s first-ever text messaging campaign in the Bayou City this week.

MobileFKM, a newly formed unit of Houston-based advertising agency FKM, helped launch the Aug. 11 mobile campaign designed to hatch more breakfast business.

MobileFKM managing partner Scott Forrest says the campaign will be driven by marketwide radio supplemented with station text-messaging promotional efforts.

Tina Murray, Chick-fil-A Houston-area marketing director, says a high number of local commuters made Houston a logical incubator for the initiative.

“Houston is paving the way for this,” notes Murray. “People spend so much time in their cars, but often still have to conduct business and be reachable. Usually in the summer, it’s home to work for most people. But when school starts, we want their routine to be, home, Chick-fil-A, drop kids off at school, and then work.”

Every day through Sept. 25, Chick-fil-A will give away a year’s supply of three-count Chick-fil-A Chick-n-Minis to someone who has entered by texting “Chicken” to 777111.

Chick-fil-A conducted a focus group with junior high and high school students and found the one thing almost all had in common was a cellphone.

The restaurant chain also realized that the up-front costs of such a mobile campaign — starting at around $10,000 — seemed “extremely affordable,” says Murray.

“But the results will tell,” she adds.

CONNECTING TO CONTENT

MobileFKM was born out of Mo7 Mobile Marketing, which was formed in 2007 and recently partnered with FKM.

FKM President Melissa Stevens says that unlike typical mobile marketers, MobileFKM offers companies more options and greater access to a broader range of consumers. Clients are delivered a mobile campaign integrated with a larger marketing package involving other media components such as direct mail, online advertising and public relations.

She says mobile advertising has great potential because it involves a portable, hand-held device almost always in the on position.

“What mobile does is keep people connected to content,” says Stephens.

There were 255.4 million cellphone subscribers in the United States as of December 2007, according to CTIA-The Wireless Association.

Forrester Research reports that 72 percent of 18- to 27-year-olds and 50 percent of 28- to 41-year-olds use text messaging monthly.

Chick-fil-A isn’t the only coup for MobileFKM, which also handles in-stadium text messaging for the Houston Astros.

Last week, the company signed a deal with Bubbles Car Wash where Bubbles will be offering a free car wash to everyone who joins their mobile club.

MobileFKM is also working on an integrated TV, radio, outdoor and online campaign for Wildcat Golf Club, telling golfers to text “Wildcat” to 777111 to join the Wildcat Mobile club. Members will receive special discounts on greens fees and can download photos of their favorite Wildcat golf hole to use as their cellphone wallpaper.

Other MobileFKM clients include On the Border restaurants, Gold’s Gym, the U.S. Army and Popeyes Chicken and Biscuits.

Stevens notes that the restaurant industry has been hit hard lately with higher gas and food prices, so are more and more looking for different ways to market.

MobileFKM managing partner Jose Lozano notes that coupons were sent for On the Border restaurants via text message to people who had texted in during a Dallas Mavericks game to try to win tickets
The coupons had a 7.5 percent redemption rate, he says.

“Not only did it promote the restaurant chain, it helped On the Border build a large database” of potential marketing targets, says Lozano.

mazevedo@bizjournals.com • 713-395-9657

M07 Managing Partners Attend the Premier Mobile Marketing Forum of the Year

2008-06-17T11:13:00.000-07:00

With over 2.6 billion mobile devices world-wide, mobile is poised to become the most widely utilized media channel in the world! Always on, always available and everywhere - mobile provides the unique ability for a brand to connect with their consumer like never before. The brand can now create a dialogue of engagement with the consumer, whenever and wherever they are.

The Mobile Marketing Forum provides the opportunity for those new to mobile to learn how to engage the mobile channel – and those already engaged in mobile to learn how to deploy more advanced capabilities to enhance existing initiatives. The Mobile Marketing Forum brings together industry leaders and experts from around the globe to share their expertise on how to leverage this hot new media channel. Regardless of your current level of expertise, the MOBILE MARKETING FORUM is the premier event to attend this year.

Each Mobile Marketing Forum highlights the key topics in the mobile marketing industry, presented by industry’s leaders. A sample of questions answered at each of the Mobile Marketing Forum events includes:

What is mobile marketing? And, how do I start a mobile campaign?
How do I measure success? What metrics are available to quantify and qualify the success?
What are the high growth segments and where should I be focusing my ad spend?
What are the emerging trends? And how will these trends impact my decisions and investments today?
Is mobile advertising real and what inventories should I be investing my dollars in?
How does mobile marketing vary globally and what can we learn from the successes in other markets?

The Mobile Marketing Forum is simply a must-attend event.

Wildcat Mobile is here!

2008-06-17T10:49:00.000-07:00

Wildcat Golf Club, home course of Houston’s Sports Franchises, is now, home to the latest technology to hit the Houston golf market.

It’s called Wildcat Mobile.

Wildcat Golf Club has always offered a central location, breathtaking views of downtown, and dramatic elevation changes.

And now…Wildcat is offering something no other course is…the latest exclusive promotions, the best pricing, and pro tips….right to your cell phone. You can’t get this anywhere else.

Are you a member of Wildcat mobile?

Simply text the word “Wildcat” to the number 777111 from your cell phone and instantly be a part of the newest club in town. Entry gets you offers from Wildcat Golf Club that wont be featured anywhere else. You can even download Wildcat photos to your cell phone wall paper.

And as an added bonus, text in today and receive 15% off your greens fee rate all summer long. That includes a discount off any coupon you might already have.

The next text message you receive could be good for some free golf, or help you with your swing.

For more information, visit www.wildcatgolfclub.com or call them at 714-413-3400.

Please don't ask: "Is this the year of mobile?"

2008-06-11T11:08:00.000-07:00

NEW YORK – Informative and educational: That was the feedback from some executives attending the first day of the Mobile Marketing Association’s Mobile Marketing Forum.

The day's content included an informative keynote, an in-depth analysis on an integrated adidas campaign, AKQA case studies and a panel dedicated to teaching attendees the importance of mobile analytics started the event off. Here's what forum attendees thought of the show so far. Here goes:

“[The show so far] is very informative,” said Scott Forrest, managing partner at Mobile FKM. “My feeling is that the industry is so fragmented it could be overwhelming. You really need to sit across from these guys to understand what they are saying. So it’s really helpful.”

Mr. Forrest wasn’t the only one who found the sessions informative.

“The sessions are very educational and give a great overview of the industry,” said Diane Walter, senior manager of email marketing at American Eagle Outfitters. “I am hoping to gain knowledge and contacts so I can take our mobile marketing to the next level.”

The sessions at the show gave marketers an insight into industry trends.

“As a company owner, I’m hoping to figure out all the current trends,” said Aftab Choudrie, principal at EBR Systems LLC.

And then, of course, there were some delegates who just can't bear to hear that old question popped. Take Steen Andersson, vice president of marketing, and Meredith Kepron, senior account manager, both at mobile marketing services firm 5th Finger.

"Everybody's asking that question, 'Is this the year of mobile?'" Mr. Andersson said. "My response is that it's a bloody stupid question to ask. But Meredith's response is it's the decade of mobile.

"Just like the Internet - which year was the year of the Internet?" he said. "Well, there were 10 such years of growth of the Internet."

Pressing the case
The forum also held a special press event during lunchtime featuring Gene Keenan, vice president of mobile strategies of Isobar; Tom Daly, group manager of strategy and planning at Coca-Cola Co.; Federico Pisani Massamomile, CEO of Hanzo; and MMA president Laura Marriot. All gave their outlook on mobile.

Ms. Marriot stressed the importance of the MMA's recently published Global Mobile Advertising guidelines. She said that the purpose of the guidelines was to keep the mobile industry self-regulated.

Mr. Massamomile talked about mobile in terms of driving awareness and increasing sales and traffic.

Also, Mr. Daly emphasized content's role.

“Premium mobile content is what is going to drive traffic, awareness and sales,” Mr. Daly said. “We have to be aligned on what type of an experience we [the industry] want to provide to consumers."

Editorial assistant Gabrielle Kalika reported

Associate Editor Giselle Abramovich covers ad networks, advertising, content, email, media, messaging, legal/privacy, search, social networks, television and video. Reach her at giselle@mobilemarketer.com.

Mobile and Merlot

2008-05-23T08:25:00.000-07:00

Max's Wine Dive is famous for creative pairings: haute dogs and shiraz, Kobe burgers and cabernet, fried chicken and champagne. Not one to rest on his laurels, Max is now pairing mobile with his merlot. And it's getting attention.

The hip Houston-based eatery has launched Max's Underground, a mobile club that connects members via their cell phones. For members of Max's Underground, the buzzing of their phone in their pocket is usually an invitiation to an exclusive experience of wine, food and art. A recent art exhibit, only for Max's Underground members, is just one example.

Membership is driven in the restaurant by discrete signage and by the servers. The program has garnered attention from the city's entertainment press, too.

Golf on the Go

2008-05-23T08:08:00.000-07:00

Wildcat Golf Club is connecting with golfers on the go via their mobile phones. The high-profile Houston course has posted a preview on its web site and plans to unveil the full version of Wildcat Mobile next month.

This latest Mo7 creation will bring golfers closer than ever before to the game, and course, they love. Look here for more details when the program launches.

OTB and MLB Go MOBILE

2008-05-15T20:09:00.000-07:00

Arlington stadium is the latest venue where On The Border restaurants is using mobile. Fans, prompted by scoreboard graphics and public address mentions, can text to instantly win 2 tickets behind home plate for a future Rangers' game.
Everyone who texts is also entered to win a party catered by OTB. Each texter also receives a mobile coupon redeemable for a free appetizer at any Dallas-area OTB restaurants.
Baseball, great food and a party with 25 of your closest friends. What better way to kick-off the summer?!?

Houston Astros Create In-Stadium Interaction

2008-04-09T12:13:00.000-07:00

Interactive elements:

Text2Screen: Enhance fans’ experience at Minute Maid Park
Pics2Screen: Generate leads for sponsor
Text2Vote: Create an interactive Astros experience

On The Border

2008-03-21T07:31:00.000-07:00

How do you make a branding sponsorship come alive? Activate it with Mo7 mobile. That's what Dallas-based Mexican restaurant chain On The Border did.

Using a single 20-second in-game announcment in Dallas Mavericks basketball games, On The Border told people to text in for a chance to win tickets to an upcoming game. Those who did were given an entry code and a url to a custom-made landing page where they registered for the ticket giveaway.

More than 40% of all texters ended up going over to register for the contest. And everyone who texted received a mobile offer that they could bring in and redeem at On The Border.

The program was a huge success and helped drive increased sales across the market.

U.S. Army Uses Mobile to Find Recruits

2008-03-06T14:46:00.000-08:00

Mo7 has launched a second mobile recruiting effort along with the U.S. Army and McCann Erickson. The campaign, which spans 102 college campuses on the East coast and throughout the Southeast, uses text as it's primary direct response vehicle. The text-to-win campaign is driven by posters and ads in campus newspapers. Texters are immediatly entered into a bi-weekly contest for an iPod nano. They also receive a WAP link to register to win a Nintendo Wii game console. Opt-in leads are tracked throughout the process and delivered back to their corresponding Army recruiter for follow up.

This is the second mobile campaign that Mo7 has produced for the Army. The previous effort included 80 campuses and 20 cinemas.

Wii-a-Week Giveaway

2008-02-11T12:43:00.001-08:00

Popeyes Chicken & Biscuits, a Mo7 client, is running a market-wide mobile campaign in the Austin, Texas. The Wii-A-Week Campaign includes a text-to-win contest. Texters can win a Nintendo Wii console is given away each week, and a 42 inch Flat-panel plasma HDTV is the grand prize at the end of the promotion. The contest is being promoted in Austin Popeyes locations.

Popeyes is also sending mobile coupons to drive repeat business. In fact, the combination of sending value-laden coupons, which can be redeemed immediately, to a database of self-qualified Popeye's fans has produced a startling statistic: virtually none of the consumers receiving weekly Popeyes coupons on their cell phones has opted out of the process.

Text "Popeyes1" to 777111. Go to www.PopeyesWiiContest.com.

Is the Cellphone the Next Great Marketing Frontier?

2008-02-11T11:45:00.001-08:00

By: Scott Forrest, Managing Partner of Mo7

With 250 million wireless subscribers in the U.S. and more than 3 million in Houston, the short answer is "Yes." The potential is there to draw big numbers. And a cell phone is, by nature, the most personal communication device a person owns, so it also has great potential to elicit a response. But because it's so personal, marketing on a cell phone needs to be done with great care and consideration.

The cell phone is probably the last spam free place on earth. Effective mobile marketing isn't spam, but relies on a simple opt-in technique. Consumers reach out, using text messaging, to indicate they want what is being offered. The key is that they can do this the moment they see or hear an advertisement. It's an instantaneous direct response vehicle that lets them download information, offers, incentives or digital products in real time right to their cell phones, and every communication after that must include an opt-out function.

The mobile marketer always has a living, breathing database of people who are interested in what he's offering.

Published in the Houston Business Journal during the Week of January 11-17, 2008.

Mo7 is a member of the Mobile Marketing Association!

2008-02-11T11:33:00.000-08:00

The Mobile Marketing Association (MMA) is the premier global non-profit association that strives to stimulate the growth of mobile marketing and its associated technologies. The MMA is a global organization with over 500 members representing over forty countries. MMA members include agencies, advertisers, hand held device manufacturers, carriers and operators, retailers, software providers and service providers, as well as any company focused on the potential of marketing via mobile devices.

2007-12-03T08:25:00.000-08:00

Mo7 Mobile Interactive Marketing was the sole text messaging provider for the 2007 Army Navy Football game in Baltimore, MD. The Army used in-stadium LED board messaging, as well as display ads in the Game Program and a pre-game flyer program to drive opt-ins. Texters were told they could receive $2,000 for referring a recruit, plus given a url to an Army web site where they could learn more about the referral program.

Who Is Surfing the Mobile Web?

2007-11-05T20:09:00.000-08:00

Research on mobile web demographics is still in its infancy, but the picture is slowly emerging like a Polaroid being waved in the air. And the picture bodes well for traditional TV advertisers who have been frustrated by diminishing audiences of young adults.

Nielsen recently reported that 25% of 18-34 year olds used mobile web technology earlier this year. That number, it's assumed, is larger now. And it outpaces, by a wide margin, all other demos.

Among the 12+ population, only 14% used the mobile web. What's surprising is that virtually the same number of teens (15%) reported mobile web use.

And the skew is decidedly male (55%). Not overwhelming, but significant.

What's not apparent is how these people accessed the mobile web. Did they go through their carrier's deck? Did they log onto a site on their own? Or did they click on an SMS-delivered link as part of a text promotion?

The details will emerge as to the best way to facilitate mobile web engagement. But for now, the signs are very encouraging. Especially for advertising who are seeing their target 18-34 demo slip out the back door and leave traditional media sitting alone at the table.

Mo7 Mobile Rules of Engagement: Wrap up

2007-11-02T07:00:00.000-07:00

[This is the final installment of this week's series on Engagement. Previous posts are listed below.]

Mobile has tremendous power to engage. Think through your mobile campaign from the perspective of the consumer.

People who use mobile to access your marketing expect to unleash an immediate chain reaction. Make sure it happens for them.

They're letting you into a very personal area of their lives. Feel priviledged. And reward them for it. Make it feel good for them. Whether you're delivering info, access or an instant win, make sure they're gratified by the experience.

The last thing using your cell phone should be is the first thing it often is: difficult! So make it simple. Think it through from the consumer's perspective. Simplicity, ease and convenience will yield results.

Apply our “Mobile Rules of Engagement,” and you’re bound to increase engagement...and ROI with your mobile campaigns.

Mobile Rule of Engagement #3: Convenience

2007-11-01T07:00:00.000-07:00

[Part 3 in this week's series on "Engagement." See below for previous posts in this series.]

We are, after all, marketing to people on the go. So keep it simple. In fact, our company’s slogan is: “Mobile marketing made simple.”

Long ago, we recognized that CMOs and marketing directors didn’t have time to adequately deal with all of the intricacies of mobile. They barely had time to manage their mainstream marketing channels. They’re so busy that we needed to make it turnkey.

Mobile consumers are just as busy, so simplify. For instance, we tell clients to provide easy to take action-steps in every communication. And include a WAP link that is barebones, so it downloads quickly to the consumer’s cell phone.

We use drop-down menus whenever possible, to reduce the need for typing. And we try to surround the end-user with multiple response channels that are all just a click away and simple to navigate.

Mobile Rule of Engagement #2: Gratification

2007-10-31T07:00:00.000-07:00

[Part 2 in this week's series on "Engagement." See below for previous posts in this series.]

The key to mobile, like any marketing, is gauging the level of reward necessary to motivate the consumer to do what you’re asking. If you’re asking for someone to merely text in, the reward can be relatively small. But if you’re asking them to click through to a .mobi site and enter their personal information, you better make it worth their while.

Fortunately, mobile lends itself very well to this process. A strategy that we employ quite effectively is something we call “escalating incentives.” Basically, you start with a small, but relevant, incentive to get consumers to respond. Then you gradually up the ante with larger incentives as you move them to your final goal, which is usually opting-in by giving their personal data.

It works because the user feels rewarded at every turn, so they’re encouraged to move forward with you. They also feel secure. You’ve proven yourself. Now they’re comfortable taking the next step.

Mobile Rule of Engagement #1: Immediacy

2007-10-30T07:00:00.000-07:00

[Part 1 in this week's series on "Engagement." See below for the introduction to this series.]

A key element of mobile is access from anywhere at anytime. So your mobile campaign must leverage the value of immediacy: not only in access but also in gratification for the user.

Mobile absolutely must have an element of instant gratification because mobile is marketing, but on 5 cups of espresso. The whole process is speeded up and compressed into just a few moments. So the potential payoff is enhanced. But so is the expectation from the user.

That’s why we counsel clients to keep campaigns simple and direct. Make a clear offer, provide a simple method to obtain it, and deliver on it immediately. Keeping it simple makes it easy to present value to the user with every action they take.

Mo7 Mobile Rules of Engagement

2007-10-29T07:00:00.000-07:00

At the moment, it’s hip to apply the term “engaging” to mobile marketing as if all you need to do is do add mobile and you will magically engage consumers. Sorry. It’s not quite that simple.

Mobile certainly does tilt the engagement scale in your favor (you are, after all, leveraging the most personal communications device that people use). But you still have to work to make engagement happen with consumers. The good news is that you can do that by building on the attributes of mobile that make is so unique.

All this week, we will be discussing the elements that we use every day to capitalize on the natural capabilities of mobile to create successful opt-in campaigns. We call them our “Mo7 Mobile Rules of Engagement:”

Mobile Rule #1 -- Immediacy (Give it to them NOW!)
Mobile Rule #2 -- Gratification (Make them feel good NOW!!)
Mobile Rule #3 -- Convenience (Make it simple NOW!!!)

Each day we'll show you how you can use each of these elements to build stronger opt-in mobile strategies and grow your business.

Case Study: OnlineTickets.com

2007-10-27T17:20:00.000-07:00

Promotion: “Spring Break/Bike Week Contest”
Goal: Grab them at an event, get them to a web site.
Result: 38% click through from SMS to registration web site.

OnlineTickets.com, a Houston-based specialty ticket broker, partnered with Mo7 Mobile Interactive Marketing to use mobile to engage people in Florida at Spring Break and Bikeweek, then drive them to OnlineTickets.com. The ultimate goal? Build the OnlineTicket.com online database.

On the beach and in bars, OnlineTickets.com street-team members handed out printed cards telling people to text for a chance to win $500 in free tickets!

Each person who texted immediately received a return text containing their personal contest code. Also included were instructions to go onto OnlineTickets.com and enter their contest code to see if they were the winner. They were told to enter their contest code on a pre-determined date after spring break at which time the contest web page would be live.

The morning of the contest, Mo7 sent each entrant a reminder text to go to OnlineTickets.com and enter their contest code today.

Once on the site, contestants were asked to register with their personal data (name, address, e-mail).

38% of everyone who originally texted went over to OnlineTickets.com to enter their contest code and complete their registration for the ticket sweepstakes.

Breaking News Alerts

2007-10-01T11:43:00.000-07:00

News waits for no one. Get what really matters on-the-go. NewsRadio 740 KTRH utilizes cutting-edge cell phone technology to send you breaking news when it happens!

KTRH sends breaking-news text alerts on the one device that keeps you connected at all times. The alerts are only sent when an event reaches a HIGH-priority level, as determined by the KTRH newsroom.

Text "news" to 777111 to receive your press pass now!

Campaign goals:

build mobile database of listeners
increase time spent listening and listener loyalty
extend the reach of the 740 news product beyond the car

Opt-in methods:

listeners signup for alerts on the stations’ websites or by texting the shows’ keywords

On-air promotions:

Instant win
Mobile Vote
Digital Raffles
Trivia Contests
Text-for-Info

Campaign on-going results:

Texters receive real-time breaking sports and news alerts
Increased listener loyalty
Over 6,000 breaking alerts sent each month to loyal listeners

Turning events into database drivers...

2007-07-09T09:59:00.000-07:00

at Scion Summer Events

Scion Street Teamers promote the Scion brand at the hottest clubs, events and local hot spots. Each Street Teamer has his/her own keyword to build Scion mobile database. Event-goers text to enter to win the daily prize and register at www.scionevents.com to drive away in a new Scion car. Winners are notified via text and are presented with prize at the conclusion of each event.

Scion creates market-specific databases of young potential Scion buyers. They use the mobile databases to increase attendance at Scion-sponsored events. Text alerts are sent to each keyword based on location. The special text invitations include Scion event and contest details.