Thursday, July 8, 2010

Why is Mobile different for Push Contact Loyalty Programs?

I have been getting really upset lately (who me?) about this ridiculous view that Mobile is different when it comes to Loyalty programs. That all the same people who signed up for email contact (opt in) and agreed to accept contact later (push advertising) will behave differently with mobile? In fact I think it will be the opposite.

I lifted this from a Mobile Loyalty Program Provider:

Specifically, consumers engaging Mobile CRM programs are giving the brand 24/7 open-door access to their mobile device by telling brands, "I'm's my cell number...send me anything you want, that you think I might be interested in receiving."

Yes when you join a few SMS or 2-D Bar Code type loyalty programs you will at first engage. Then you will add a Geo-Fence or 2 where as you drive by somewhere a deal is sent to your phone. Then you will have 50 then 100 etc. And then presto just like email....EXCEPT.....with email its in my email. My phone isn't buzzing every time I am contacted. And the day my phone starts buzzing every time I am contacted I will eventually hate my phone or the Brand that is harassing me.

So how do you fix this? Obviously making all the contact email style brings back the same email problems! Lack of response, apathy, delete unopened. Is the in box on my phone different than on my laptop? No it isn't.

I tell clients to be respectful. Condition your fans who love your products, your brand etc to connect on their terms. Let them know that they can access/contact you via a mobile APP or website or send a SMS or 2-D bar code that allows them to see what your offering. For non-fans you need to contact them outside of mobile and use the right reason for them to Opt-In for a call to action campaign.

And for Loyalty programs see my old post on them:

I suggest tying rewards to purchases or visits. Use FourSquare or similar. Set up an APP that purchases get saved and add up so after reaching some goal they get something. But to take someone's cell number and just send them offers repeatedly is going to piss them off and you could turn someone who likes you to someone who hates you very quickly.

No comments:

Post a Comment