Mobile messaging is one guerilla marketing tool that cannot afford to be ignore.
The hurdle of text messaging rates is no longer an issue in the way for regional companies and their advertising opportunities. Unlimited text plans are the norm since texting has become the preferred form of communication for so many. This is creating a new channel for companies to get their “message” directly to their audience.
Mid-market companies should re-evaluate adding messaging back into their multi-channel media plan. It is the perfect opportunity for them to connect on a 1:1 personal level with minimal investment. Messaging should be strategic and creative, allowing consumers to feel rewarded by having a personal interaction with a brand, rather than feeling advertised to.
A terrific way for regional companies to engage with their audience is by offering loyalty programs or offerings that can only be received via text message. They need to give audiences a reason to want to receive texts from them and offer up their phone numbers in return. Texting an offer at point of purchase or a discount immediately upon entering the facility is value to a consumer and is easy for them to redeem. The easier, the better. Once established, this process of communication with consumers tends to lead to more constant consumer interaction, brand trust and often leads to friends and family referrals which are the best.
Company and social apps are also other options for reaching this connected, targeted audience without needing access to their phone numbers. An audience that is already engaged with a brand or product is the perfect consumer to send messages through social media apps like Facebook, Instagram, Twitter, or your company’s own app. They have preselected a brand to follow and want brand engagement, so the interest level will be very high with these audiences.
Carefully consider the message content. It needs to be a value proposition that is perceived to be worthwhile for the recipient, but it needs to make sense also for your business. Keep the messages short, sweet and easily understandable. Don’t barrage your consumer or they will check out. This type of advertising needs to feel more like a nudge than a nuisance. Remember, you’re in their personal space.
The rebirth of messaging is showing no signs of slowing down. More innovation is on the way and with it, new ways that will usher in the next generation of messaging. On the horizon look for voice assistance devices like Amazon’s Alexa to become more sophisticated to make voice commands a mainstream form of messaging. The use of messaging to market and sell, has come a long way but has a long way to go. It is still a largely untapped opportunity and a sizable one at that.