Monthly Archive for November, 2008

Mobile Marketing and the Teen Demographic

Published
by
Chris Field
on November 26, 2008
in Advertising, Marketing and Trends & Research
. 3 Comments

I just read a great article about Mobile Marketing targeting teenagers.  It was full of stats that support my thoughts on the mobile response rates of teens. I hate to pigeonhole Mobile Marketing as a “teens only” medium—especially when I am selling to big brands that liberally use the “teens only” objection. These agencies are usually hesitant to implement mobile into their marketing plans because they incorrectly assume that texting is for teenagers who don’t have the buying power of the 25-55 year olds.  They believe their brands won’t see an immediate impact because no one in the 25-55 yr old demographic texts. I continue to disagree with them and I know—based on campaigns that 3Cinteractive has successfully run for our clients— the older demographics are texting and interacting with brands via SMS.

Of course, teens embrace texting more rapidly than the other demographics—just look around any corporate board room. The older generations in the room either didn’t know how to text 12 months ago or they learned how to text from their children. That’s fine, just know that everyone is texting these days. That’s right. Everyone. It is the ultimate direct response vehicle. The key is to figure out where the mobile advertising and mobile marketing opportunity lie and capitalize on that knowledge.

Now, lets dig in to see some statistics on teens’ willingness and openness for Mobile Advertising. Great insight can be gained from analyzing the stats and charts in the article. Look at the second graph at the bottom. Teens were more likely to respond to a Poll or Survey using a short code, but check out the other two bars on the graph. Teens were less likely to respond to SMS ads or use a short code displayed in an advertisement. That is huge for brands and agencies targeting non-teens. Their judgment about teens response rates is actually backwards! Their non-teen target is more likely to respond to their ad. So in the end, teens embrace the newest technology first, but the older demos go deeper and have a greater acceptance. Great news for our agencies and brands trying to gain the attention of the 25+ crowd.  Take a look below…

- Chris Field

Continue reading ‘Mobile Marketing and the Teen Demographic’

How To Demo a Mobile Platform

Published
by
3Cinteractive
on November 25, 2008
in Marketing
. 0 Comments

Those familiar with 3Ci know we preach the Art & Science of Mobile Marketing. The Art being the program submission and carrier relationship process and The Science being the platform. But even the Science has a bit of Art.

As one of guys that demos our platform, I’ve spent time learning the best practices. Special credit goes to Guy Kawasaki, for How to Be a Demo God and Dave Winer, for Demoing Software for Fun and Profit.

1. Make Sure Everyone Is Prepared
When demoing a platform, it’s important to make sure the audience brings their mobile phone. For a WebEx demonstration you will experience lag between the presenter and the audience; bring two laptops so you can adjust to the lag. Talking through lag points will smooth over WebEx’s rough edges.

2. Know The Demo Process
This goes along with setting up in advance. Knowing your cadence, and structuring files accordingly, will keep the focus on your platform. If you’re going off-site, it will help you understand what you need to bring with you.

3. Get To It
If your technology platform is your product, minimize the time it takes to get started. The more talking you do beforehand, the less attention the user will have on the demo. Focus is everything.

4. “Do The Last Thing First”
Since Guy stole it from Peter Cohan, I felt obligated to steal it too. Guy adds, “You have about one minute to captivate your audience, so don’t try building to a crescendo. Start with ’shock and awe.’” Dave Winer adds, “Don’t start with talk. Make something happen on the screen.”

5. Show the “how” Second.
Do not lose your audience in how it works. Start with the bang and then work backwards.

6. Minimize Points to Derail
This applies to questions and jargon. Save the questions until the end, so you can stay on pace and keep the audience’s attention. At the same time, minimize jargon that will lose the audience or stir questions.

Here are the seasonings to make the demo extra special:

- Make sure you use and enjoy the software you are demoing. If you don’t, it will show.
- Throw in one advanced feature. For me, taking a consumer beyond a simple mobile marketing campaign, and including a POST or GET with Campaign Designer is the perfect way to close a demo.

As always, contact us for a walk-through of our technology.

- Ainsworth

Dan Flanegan’s Warning

Published
by
3Cinteractive
on November 13, 2008
in Industry News
. 0 Comments

Dan Flanegan wrote a great article in this week’s mobile marketer urging brands to think twice before considering low-cost mobile marketing campaigns. Dan pointed out the recent boom of new mobile marketing companies reselling platforms and dividing the cost.

As an established ASP, 3Ci couldn’t agree more. Cost isn’t the only factor to consider when choosing your mobile partner—this was the influence behind 3Ci’s Safe Text Campaign.

Dan lists five things to keep in mind before opting for the low-cost option.

Flexibility
“Many low cost campaigns won’t allow you to make changes to your campaign.” With 3Cinteractive you are given a dedicated short code, and web accessible platform to make changes on the fly.

Data Collection
“Most small self serve providers don’t give you the option to “tag” your media with different keywords for measurement purposes, leaving you in the dark.” With 3Cinteractive, you are given detailed reporting, by client, account, and sub-account, with each sub-account listing by programs, campaigns, and events.

Carrier Approval
“Can the provider really guarantee that your program is legally approved by all the wireless carriers? If not you run the risk of being shut off during or event before your campaign starts.” 3Cinteractive’s Compliance Team has been tapped by the world’s biggest brands to ensure their programs are approved across all major and minor carriers. An approved and compliant program is the first step in a successful mobile program.

Your Mobile Goals
“Limited contact means low costs and better margins for [the provider]. If you are new to mobile, look for a provider that encourages collaboration and support.” 3Ci’s Client Services Team is available 24/7 for campaign support.

Cost
“When you look at cost on a per message basis, not to mention the lack of interaction with the provider, you actually might be spending more.” Operating on a dedicated short code ensures your program isn’t at risk of being shut down by a rogue account. I’ve spoken with clients who have been approached by companies holding 200+ accounts on one shared short code. It would take only one client to shut down the entire short code, rendering the campaigns unusable.

Choose a partner you can trust.

- Ainsworth

GoMo Lists 3Ci in their Top Mobile Advertiser List

Published
by
3Cinteractive
on November 11, 2008
in Industry News
. 0 Comments

Special thanks go out to Cian at GoMo news for including 3Cinteractive in their list of Top Mobile Advertisers.

- Ainsworth

HD Radio Activates Its Digital Radio Push

Published
by
Karly Dreker
on November 3, 2008
in Inside 3Ci
. 1 Comment

HD Radio has teamed up with 3Cinteractive to develop an interactive mobile marketing campaign to increase brand awareness, activate potential clients, and drive sales of the HD Radio receivers.  3Ci created a 13-week campaign to help promote digitally broadcasted radio.  Using a call to action in HD’s radio spots, listeners were prompted to text in for the chance to win an HD radio and to receive HD Radio SMS Broadcasts.

Through a series of creative mobile messages, polls and offers, HD was able to interact with potential buyers and deliver key features of HD Radio.  The SMS campaign included a $50 rebate to the members of the HD database, which led to the sale of 6,000 HD Radio receivers. 3Ci Chairman and former radio executive David Ross stated, “We were really pleased to help increase HD awareness, reach, and ROI though the sale of new HD units.”

- Karly Dreker

Employee Profile: Chris McGrath, Client Services Manager

Published
by
3Cinteractive
on November 3, 2008
in Employee Profile
. 0 Comments

Chris McGrath, Client Services Manager

Chris McGrath manages 3Ci’s Client Services Department. With an extensive background in customer service and telecommunications, Chris brings a wealth of experience to 3Ci’s client boarding process.

Chris’s ability to educate the client on the implementation process, timelines, and the program submission process is a critical component of 3Ci’s Compliance Team. Following her initial meetings with a new client, Chris is responsible for creating a compliant program brief that is up-to-date with the carriers’ approval guidelines. As part of the 3Ci’s Compliance Team, Chris works closely with Niki Dunbar, Director of Service Operations. Chris’s proactive approach and positive attitude have contributed to the success of 3Ci.

Chris’s career began in Boca Raton as an executive assistant at IBM, where she supported high level executives. From there, she worked at Airtouch Paging as a Sales/Service Account Executive. Before starting at 3Ci, Chris spent nine years at AT&T as a Business Care Manager, managing all areas of the customer relationship, account management, and enterprise customer portfolio. Her clients included FP&L, JM Family Enterprises, AutoNation and Royal Caribbean Cruise Lines.

In her spare time, Chris enjoys getting together with family and friends, shopping, traveling and good wine! A native of Pittsburgh, PA, she’s an avid Pittsburgh Steelers fan and enjoys visiting her family (Josie, Jackie, and Michael) in Erie, PA.

- Ainsworth