Text Your Way to Millions

Mobile promotions are quickly becoming more prevalent in the world of marketing. Recent examples boast simple “txt2win” strategies that entice consumers with dreams of winning large sums of money or courtside seats to popular events. Clickz.com reports that there are a few guidelines one should adhere to in order to have a successful campaign:

• Create a brand-specific "opt-in" list based on consumer approvals
• Consistency and persistency are key
• Offer promotions over a longer duration to build a targeted audience
• Provide a “big” prize
• Offering a high-value reward will bring a high-rate of return

The same clickz.com article reports examples ranging from “mobile treasure hunts” and simple “opt-in” promotions to increase interaction with clients and establish a more personal connection.

Such “hunts” send clues via text messages to conference attendees every hour leading them to a prize and offers new ways to engage consumers with their mobile devices.

“Opt-in” promotions have advertised a $1 million prize in raffle-like formats encouraging the consumers to initiate the connection with the company.

While many campaigns have a premium charge they must adhere to double opt-in request, which also provides a format for increased connections via the two parties. As long as there is no premium charge consumers are able to enter via a single opt-in request.

Although a relatively recent form of conducting campaigns these mobile promotions appear to have strong potential to change consumer behavior as long as the messages being sent are reaching the right consumers and the rules are clearly laid out.