Mobile Best Practices: The Mobile Call-to-Action for Media Executions
A mobile marketing company should offer more than a technology infrastructure for executing and managing wireless applications. Because this is a relatively nascent form of marketing/communications the strategy and tactical execution are critical components to successful campaigns. Details matter! A good mobile provider will provide insight into the details that can make or break a mobile campaign. And since all campaigns begin with a media execution, I thought I would share some creative best practices
The prominence of the mobile call-to-action has an enormous impact on the results of a campaign. Here are some creative guidelines for Art Directors to consider when they are designing and producing POS, OOH, packaging, T.V. (including VOs) creative.
The two most important elements to a mobile call-to-action are:
1) What the consumer should send, like a “keyword” or PIN number – For example text MALIBU
2) The shortcode number - in the above example 212121
Placing emphasis on these two pieces of information will positively impact results.
Additional Guidelines:
•The keyword and shortcode must stand out from the rest of the copy. Designers must ensure they don't bury the call-to-action in ‘mouse print’ or results will suffer. Designers should consider reversing and bolding the keyword and shortcode number.
•If non-static media like T.V., Digital signage or Radio is used, producers and directors must ensure the keyword and shortcode number get enough airtime so consumers can act on it. Repetition never hurts.
•In cases where the shortcode number is a long string of continuous numbers like 777777, it’s best to have a space between the 3rd and 4th digit. A person’s memory works by grouping numbers in 3. Therefore 777 777 is more effective than 777777.
•The price point must be included in the execution. Most often brand-related mobile campaigns will include “Standard text-messaging rates apply”; it reinforces that the shortcode is NOT a premium rated code. Conversely, if the code is premium rated than the voice over and media execution must inform consumers of the price point in Canadian dollars. (for some odd reason the CWTA forces broadcasters and content owners to publish rates in Canadian currency, which seems very odd to me because no non-Canadian wireless subscriber would be able to interact with the shortcode anyway)
•A value exchange: why would people interact with the shortcode? Typically that value is: 1) a reward i.e. a chance to win something, 2) information, or 3) entertainment.
•Mobile phone imagery
•A tagline informing users how they can opt-out, for example “to end this subscription send the word STOP to the shortcode number.
Drop in a comment with thoughts on good mobile creative integration and share examples of executions that have caught your eye – the good, the bad and the ugly.
