Mobile Marketing Case Study

On August 22nd,2011 I posted the beginnings of a case study of one my clients that is using mobile marketing to compliment his other marketing efforts. All of this for his local marketing in Tulsa, Oklahoma. It has been a little bit more than a month and it’s time for an update as to the results of these efforts.

The Strategy and Tactics We Used For The Mobile Marketing Campaign

• Use SMS Text Message Marketing at every opportunity to build a list of subscribers, and send  SMS Text Messages to the subscribers at least 3 times per month, the messages would information only and not any coupons at this time. Some of the text messages would be advertising for this client’s local vendors located in Tulsa and Northeast Oklahoma.
• A Mobile Optimized website was designed and built to reach the mobile consumers doing local searches in Tulsa. The mobile website is designed to show the client’s location, contact information, vendor locations and present pertinent and valuable information about his company and products. QR codes are used in all of his printed materials and point to this mobile optimized website.
• 6 videos were place on Youtube and mobile Youtube to enrich the visitor experience on his websites and to reach the consumers looking for product videos on the Youtube site. Links to the main site and mobile site are in place. The videos show my client speaking to his audience and shows the production and packaging of his products.

Over the course of the month since the last report all of the mobile marketing tactics, products and the solution I developed have produced good and measurable results. It should be noted that the weather here in Oklahoma continued to stay very hot. The main area my client went to sell his products was in an open air market and the daily temperatures averaged 100+ degrees during the mid day. Also note that my client only went to market on Saturday mornings.

The Mobile Marketing Results

• The main website has a total for 167 visits since it’s launch. 67 of those visits came within the last 30 days. The main website is on page 1 for 34 different keywords and keyword phrases that are pertinent to his business product. For 12 of those keywords and phrases he ranks 1 and 2 on page 1 of Google. 66 % of his traffic is organic search traffic from Google and Yahoo. Of course the main website is not part of the mobile marketing campaign but is an important part of any business branding.
• The Mobile Optimized Website has 34 visits with an average of 4 pages viewed for each visit since its launch. 24% of the traffic is from local search, 20 % from referral sites (YouTube) and the rest from direct entry(most likely from his business cards and main website redirection).
• The 6 videos have produced 461 views, the last report showed 171 views, so the videos are getting view in good numbers and this is almost a 200% increase in the number of visits. This is very good for branding my clients project. The videos were produced and optimized for local search was well.
• The SMS Text Messaging produced  an additional 40 subscribers to bring the total subscriber count to 138. This count really is good considering there were only 9 outings to build the list and the temperatures ranged from 105 to 115 degrees Fahrenheit. We have sent SMS Text Messages to the list a total of 5 times. In none of the messages did we try to sell product, rather we sent the subscribers information about the date, time and location my client would be at the market and introduced some of the new vendors that had signed on to sell his products in their retail stores. Since we were not sending coupons or discounts the client did not try to keep track of returning customers. We do have two metrics to report on the SMS Text Message Campaign, zero people opted-out of his SMS Message List and each time we try to add subscribers to his list we get them. I attribute this to the way my client handled to sending of messages and that was to send important information to his subscribers.

New Mobile Marketing Tactics

Our next tactic for his mobile marketing campaign will be to introduce a Mobile Business Card for my client and place a QR code for that on the back of his regular printed business card. This will allow any who scans his QR code to see the business card which has links to his mobile website(with his videos) tap to call his office, tap to call his cell phone, tap to send him a personal SMS message, tap to send him an e-mail, and save the information in their cell phone contacts. Again we are attempting to ‘brand’ the client and business and give his prospects and customers as many ways to contact him as possible.

In the very near future we plan on designing a mobile marketing survey to send to his subscribers so that we can get a better understanding of his customers purchasing habits. SMS Message Pro is flexible enough for us to build a survey rather easily without any modification to the program.

Very soon we plan to produce a couple of more videos for his products and submit them to Youtube and possibly other video sites. We currently do not plan to start a Facebook campaign because of the limited supply of product. We know it would be good for business but my client does not want to run out of his products because they are seasonal.

Mobile Marketing Success?

Both my client and myself believe we are starting to penetrate his niche market and his consumers are becoming ‘brand aware’ of his products. My client believes and can see that my SEO and mobile marketing strategies are sound and will produce the desired results. The mobile marketing strategy and tactics employed on this campaign are producing the results I expected, nothing off the charts but a good steady growth in customer. Remember, Nothing good comes easy.

Getting Started With Mobile Marketing In Tulsa

I think there are many people and businesses in the Tulsa area that could benefit from this type of campaign but I know every business is different and they might need a different strategy and solution. They also might want to know what a mobile marketing campaign such as this costs? To date my client has spent less than $1000.00. Mobile Marketing is a bargain with measurable results when compared to print advertising.

I know for a fact that this kind of product and business exposure in print would be very close to $5000.00. Could Print advertising produce more? I don’t know, but one thing I do know is that Tulsa does in fact does have mobile consumers and I know for a fact that mobile consumers are different and do not make their buying decision based on print advertising.

If  you and your business want to reach this mobile consumer market then get in touch with me so you can see what SRI Services,LLC can do for you with Mobile Marketing.