The Bloom Report

Brevity and timeliness are two of the primary reasons why the popularity of text messaging has exploded throughout the world. Brevity can also cause problems for marketers, as the 160 character limit can be quite restrictive when trying to communicate the features and benefits of a product or service.

In those instances where a longer format communication channel is preferred, text messaging can be a great way to initiate the dialog before transitioning to email. A few examples…

• Automotive TV Commercial: Some auto makers have begun limited tests of mobile with the usual execution being a basic SMS campaign or a WAP site featuring photos and high-level details about the car. A more compelling execution would be to include a text call to action in the TV commercial (also print, outdoor, etc.) that allows the consumer to text for information. The confirmation message thanks them for their interest and asks them to reply with their email address. Once given, you can send a nicely formatted HTML email with local dealer information (you know their location based on their mobile number) and even include a brochure attached as a PDF.

• Tradeshows: I once worked for a large company that had a policy of never taking collateral to a tradeshow. It was too costly and the fact is that most collateral gets tossed in the trash (hopefully recycling) before people head to the airport. While thousands of people flowed through the tradeshow booth, we would constantly have to explain the “no collateral” policy. Rather than disappointing prospective customers, it would have been much better if we could have told them to text “Product” to “Short Code” and that the brochure would be waiting for them in their email when they got back to the office. In addition to delivering collateral, this is a great way to track booth interaction and even close deals.

The possibilities are virtually endless for digital collateral executions and only limited by your imagination. Give it a try by sending “JOBS” to 25866.

Marketing