Step 1:  Get Educated!

As I mentioned in the previous post, first you need a trusted partner that has experience executing mobile initiatives.  There are many agencies and consultants out there so do your research.  Although mobile is very technology oriented it still begins with a strategy.  Determine your goals/objectives and speak with a mobile professional to determine a strategy and set measures for success.

“Where do I start researching?” you might ask.  Well, the first source I would recommend checking out is the Mobile Marketing Association.  There you’ll find:

• An overview of the Mobile Marketing Ecosystem – Understand the value chain from Brands/Content through application service providers to aggregators through the wireless carriers to customers.
• Anyone you choose to work with should be a member of the MMA or at least MMA Compliant. You should ask to see case studies of the type of work they have executed.  The MMA has a directory of all members here.  This includes, aggregators, service providers, agencies, consultants etc. Always a nice place to start.
• While researching companies you can also look at Case Studies by industry (i.e. Automotive, B2B, Retail etc) to scope out projects that may relate to one you’d like to execute or get ideas for campaigns of your own.

The MMA has information on terminology as well but a good source for stats and terms is here.  Next, I would recommend doing some personal research on mobile, its user demographics across channels (SMS, Mobile Web, Applications) and real life examples of how it’s currently being used by brands. Some of my favorite sources are:

• Mobile Marketer
• Mobile Marketing FYI
• Burning The Bacon with Phill Barrett
• Mobile Enthusiast
• Mobile Marketing Profits
• Rank Mobile’s Blog
• www.gregoryhickman.com (my shameless plug)
• Also try following people on Twitter and joining Linkedin groups in and around mobile.

As you do research on some of these sources you’ll definitely learn of agencies you could contact that can provide both strategy and technology to help execute campaigns. Some of the people that I believe you should contact (other than myself of course) for guidance would be:

• Cindy Krum from Rank Mobile: She speaks globally on mobile and is a mobile SEO guru. Cindy is currently writing a book on mobile.
• Kim Dushinksi: A mobile consultant with a great introductory service to get you involved in mobile. Kim also wrote The Mobile Marketing Handbook.
• Thumbfound: This is an agency I have co-founded and we love sharing mobile insight, strategy and take pride in seeing folks test the waters of mobile as it’s a very complementary channel.
• The Hyper Factory: This is an agency I’ve followed for a while. I’ve never actually worked with them but they’ve done some great work.

These are just a few that I think should get you started.  When you chat with any of these people or possibly someone else you feel comfortable with make sure you focus on the your goals and objectives.  At the end of the day mobile is just another channel. It’s not going to solve all your problems. Consider your customers and how having a mobile solution will benefit them and aid in your brand image and goals.  The tools will be easy to learn so don’t stress out about technology.  The important piece of the puzzle is to make sure you have an intelligent strategy in place. The rest will come together!

Stay tuned for the next part to this series which breaks down the different channels within mobile and why SMS is the best place to start.

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Not sure how I missed this on Mashable but I caught wind of this video thanks to Phill Barrett.  A blog I check out frequently.

Enjoy!

Although that seems far away it really isn’t.  Flights need to be booked and my parents still ask, “Make a list of what you would like for Christmas”?  It’s interesting because I don’t think about the proximity of the holidays on a personal level but when it comes to business, I’m all over it.  I’ve been speaking with old and prospective clients about their marketing plans and goals for the upcoming holiday season and how they should be incorporating mobile to drive new and repeat business and capitalize this holiday.

With that said I want to start discussing ways retailers should prepare for the holiday with mobile. This series will be broken out across a series of posts to keep your attention.  Let’s start with an overview of what this series will discuss.  Upcoming posts will discuss the steps in more detail.Ok Mr. or Mrs. Retailer, you want to leverage mobile for the holidays.  Your customers are somewhere between 17-45 and they most likely semi-tech savvy.  They carry their phones on them at all times and you’re just drooling to tap into that marketing potential but where do you start? Why not start with these steps?

1. First you need a trusted partner that has experience executing mobile initiatives.  There are many agencies and consultants out there so do your research.  Although mobile is very technology oriented it still begins with a strategy.  Determine your goals/objectives and speak with a mobile professional to determine a strategy and set measures for success.  I’m not going to promote any specific company at the moment but feel free to reach out and I’d be glad to guide you in the right direction.
2. If the agency/consultant that you select doesn’t have the technology or access to the technology you will need someone that does.  If you’re new to mobile marketing you’ll probably want to start with an SMS (Short Message Service) program and build a database of interested customers.  I spoke about ways to start your mobile database in a previous post: “Build Your Mobile Subscriber List With Asset Activation”.
3. You’ll need to acquire a shortcode.  Whether you do this on your own or let your consultant/agency take care of this you have a few options.  You can use a common shared shortcode which is the most cost effective if you’re a local retailer.  These codes are used across numerous companies and your choice for keywords will be limited.  A keyword is the word or set of characters that are text into the shortcode.  For example: Text WIN to 12345.  WIN is the keyword.  12345 is the shortcode.  You can also acquire a vanity shortcode which would in most cases is dedicated to just your business.  This would spell out something such as with the New York Jets.  Their code is 47336 which spells GREEN.  This is the ideal situation but each has a cost associated.  Generic shortcodes cost $500/month and vanity codes are $1000/month through the Common Shortcode Association. One thing to keep in mind is these codes are leased only in 3,6 or 12 month terms.
4. Now you need to determine what type of program  you’ll be executing.  With new changes on provisioning shortcodes (explained in the next step) you must detail all the possibilities for your program up front to save time.  This is not totally mandatory but will save time later one should you want to add elements to your program.  So how will you begin your mobile program? Offer informational alerts, coupons, product updates, there are many options.  Work with your partners to decide the best way to attract customers via mobile.  I’ll go into more details in an upcoming post but essentially you want to take your target audience into consideration.  How do they use their phone?  What type of incentive do they need etc? Create a compelling program with an attractive offering and you’ll have the foundation for an effective mobile program.
5. This shortcode from step three above will need to be provisioned. This is something you’ll want your agency/consultant to be able to manage as it’s a timely process.  This process takes anywhere from 6-12 weeks to accomplish.  Essentially, this is getting approval from all of the wireless carriers (Verizon, AT&T, T-Mobile etc) to run your program based on messaging volume and scope of the program (i.e. coupons, alerts, sweepstakes etc)
6. Once you’ve accomplished the above you need to start communicating your program.  Leverage all of your existing marketing channels.  Direct mail, email lists, your website, put up signs on-site, inform staff to communicate the program on the floor or at the register, acquire mobile numbers at check out or have them text in on the spot.  If you leverage local papers or print adds, add the communication there as well.  Anywhere that you normally advertise, add the mobile call to action.
7. I’ll conclude this series with some basic strategies, examples and insight as to how to tap into mobile to drive traffic and ultimately sales this holiday season!

Alright, without getting into too much detail on each item, these are the basics of what you’ll need to do to start a mobile marketing program.  As I mentioned I’ll follow this post with others going through each step in more detail.  If at any point you’d like to speak privately please feel free to reach out.  I’d be glad to discuss your marketing goals and put together a mobile strategy that delivers results this holiday season.

As always, thanks for reading and stay tuned for how you find a trusted agency/consultant to help execute your plan.

BUYING LISTS IS AGAINST THE BEST PRACTICES PROVIDED BY THE MOBILE MARKETING ASSOCIATION (MMA)

Asset Activation would be tapping into your email list by leveraging the customers you already know are interested in your brand.  Send out an email to your existing customers and inform them of your new mobile offering.  Providing an incentive is usually the best way to accomplish this.  If you are delivering value you’ll see many of those email subscribers become loyal mobile users.  The same applies to your direct mail list.  Add a call to action to your mailing encouraging customers to text a KEYWORD to your SHORTCODE to join the mobile program.  Rock The Vote did something similar to engage voters.  See their call to action below:

If you’re new to mobile, which you most likely are if you’re reading this post, then you should start with a simple SMS program that offers information alerts, savings opportunities (drive them to store), coupons and possibly even tie in a sweepstakes.  Get your customers used to interacting at this level before expanding into your next mobile initiative.  Don’t forget that mobile is a double opt-in channel. See how Rock The Vote followed up with the initial consumer text:

In Kim’s post she states that to build a mobile list you need to execute a mobile marketing program. Although placing a call to action on both your existing email and direct mail list would be described as a mobile program, I believe it’s slightly different than you adding that same call to action to your TV spot or print advertisement.  This lies in the fact that both your email list and or direct mail list is composed of customers that have already shown interest in your brand thus a great place to start. These individuals are an existing asset within your company, so leverage that first!

From there you would continue to implement your mobile offering via your simple “text in…” call to action across the rest of your marketing channels.  The great thing about mobile is that it will give legs to your other marketing channels.  For those billboards or gas station pump toppers, add the call to action and you’ll make your once non-interactive out of home media, interactive.  I won’t even go into tracking but utilizing various keywords in different areas and different marketing channels will provide valuable information about which marketing channel is resonating with your audience the best.

So as you’re planning your first mobile marketing program don’t worry that your list starts with zero because in most cases you’ll be poised to activate existing assets to start your mobile list with some strong momentum.

*Pictures Courtesy of Mobile Marketer

Talib Kweli

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Mos Def

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From here it’s extremely simple.  Just enter your suggestion in upper left most box.  Add tags for other readers to track and follow by tag topics.  See what others have suggested and follow those conversations if one should be of interest.  Please do give it a try as I’m looking to start adding more posts to this blog and would love your feedback on interesting topics.  Thanks and see you out there!

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A period of joblessness that you actually enjoy – maybe you get to lay out, sleep in, work out, read up.  It helps to have savings, severance, or an unemployment check to help pay the bills. We’re hearing this word used more and more, especially as people realize they may not be able to find a new job right away, so they might as well try to enjoy the time off.

I, myself am in no way lost as many would imagine.  This period of unemployment (only 3 months so far) has me learning more about myself and what I want next for not only my career but my life.  Thankfully, unemployment benefits don’t have me strapped for cash.  Yes, I need to watch my budget and watch it closely, not go to every concert, not buy every new part for my bike (like I wish I could do) or eat out as often but that’s the trade off.

When asked about my situation people are quick to apologize and say “I’m so sorry to hear”. Why this pity, I ask?  I don’t need it nor want it.  I immediately respond that I find this time to be a blessing in disguise.  In fact, in my head, I often say to myself that I know I’m probably happier than most of the people that have said these words to me.  So what have I been doing with myself?  Wow, where to start…

Well, for starters I am networking extremely hard as I mentioned in my most recent post.  Not only because it will most likely lead to a new job or business opportunity but it’s been great just meeting new people.  Meeting new people, hearing their story, their interests and passions inspires me.  It’s interesting and I find it to be a learning experience every time.

Other than networking, funemployment has given me a lot of “free” time to get out and put some miles on  my bikes.  I must say that I have been pretty strict in trying to keep a schedule so that if and when I get back into a possible 9-5, that I can maintain this level of riding.  So my rides either depart very early in the AM or around 4:30PM or so.   I’ve been extremely pleased with my consistency and get anywhere from 100-200 miles a week in, mixed between road and mountain.  My mountain bike racing with Team RMR is just starting to pick up and I’ll have many races for the rest of the season which I’m stoked for. Stay tuned for pics etc.

I’ve worked with one of my friends to update my personal logo in which I used on this site, my email signature, created a business card for networking opportunities and to make my resume a bit cleaner.  Here is where we ended with my logo including color palette.

I took this beautiful logo and have utilized it on this new blog that you’re reading right now.  I utilized a wordpress theme called “over easy” and modified it a bit to accommodate some of the things I wanted to include.  Hopefully you’re liking the look.  I’m still deciding if I like the orange copy headings.  Thoughts?

I’ve even been doing some consulting work for a few different people/companies.  From new business development to promotional design for a few local businesses.  With the consulting comes a website that covers my services which you can check out by visiting (HIGH ROAD) or entering www.choosehighroad.com in your browser.  The site is mostly done and there will be some tweaks here and there.

Finally, (because this post is already way too long) I’ve decided to really get after the dream of self-employment.  I’m working with a close friend to launch a mobile marketing company.  Since this is a pretty big deal for me I’m going to write more about this in a separate post.  Please continue to check me out here to learn about my entrepreneurial endeavors.

If you’re funemployed, how are you using your “free” time?  If you are not and wish you were what things would you like to do? For those wishing they had this time to achieve a life long dream…get after it!  Start planning now.  If you want it bad enough don’t wait for funemployment!