I wanted to share recent example of mobile advertising via SMS channel in the US. Last week I've received the following text (company name is omitted):
VALUED Customers: 'Private' Plumbing has gone mobile. To receive future discounts via text reply "plumbing" to opt in. 2endtxtSTOP
10:23 AM
I did not wait for long for another text:
"Please disregard the previous text from 'Private' Plumbing. We are discontinuing this marketing service. 2endtxtSTOP"
10:42 AM
Poor plumbing company pulled back the campaign 19 minutes after the launch due to customers backlash. I wonder if it can make the Guinness book of records as the fastest marketing campaign to be grounded.
Is the US market ready for the SMS advertising? In the markets outside the US, particularly in Asia SMS is heavily used to promote products and services. Number of reports shows the US market has been behind in the SMS usage. Number is people asked me if SMS channel is appropriate and can it provide good Return on Advertising in the US market?
My advice is to use the ACC framework:
• Audience
• Content
• Context
Audience. The most appropriate target segment for SMS ads would be people between 16 and 30 years of age, young heavy texters. Target segment above that has higher expectations for their privacy. Plumbing customers are home owners, as renters call landlord, not plumber. Home owners are usually above 30 years of age. Wrong audience.
Content. I think the message from plumbing company was correct. It stated the value and offered to opt-in, which is better than default enrollment when customer has to opt out. However, the unsolicited SMS could make an impression that it can continue.
Context. Plumber is usually called upon when there is plumbing problem. Chances the receiver of the text is has immediate plumbing need is very small. The context was most likely wrong for the SMS ad. Ideally the receiver should be in the position to take action within next minutes upon receiving the message.
VALUED Customers: 'Private' Plumbing has gone mobile. To receive future discounts via text reply "plumbing" to opt in. 2endtxtSTOP
10:23 AM
I did not wait for long for another text:
"Please disregard the previous text from 'Private' Plumbing. We are discontinuing this marketing service. 2endtxtSTOP"
10:42 AM
Poor plumbing company pulled back the campaign 19 minutes after the launch due to customers backlash. I wonder if it can make the Guinness book of records as the fastest marketing campaign to be grounded.
Is the US market ready for the SMS advertising? In the markets outside the US, particularly in Asia SMS is heavily used to promote products and services. Number of reports shows the US market has been behind in the SMS usage. Number is people asked me if SMS channel is appropriate and can it provide good Return on Advertising in the US market?
My advice is to use the ACC framework:
• Audience
• Content
• Context
Audience. The most appropriate target segment for SMS ads would be people between 16 and 30 years of age, young heavy texters. Target segment above that has higher expectations for their privacy. Plumbing customers are home owners, as renters call landlord, not plumber. Home owners are usually above 30 years of age. Wrong audience.
Content. I think the message from plumbing company was correct. It stated the value and offered to opt-in, which is better than default enrollment when customer has to opt out. However, the unsolicited SMS could make an impression that it can continue.
Context. Plumber is usually called upon when there is plumbing problem. Chances the receiver of the text is has immediate plumbing need is very small. The context was most likely wrong for the SMS ad. Ideally the receiver should be in the position to take action within next minutes upon receiving the message.
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