Mobile
Marketing - Management Planning Guide
IMM's
turnkey mobile marketing solutions add positive value to
all stages of your promotional campaign. With services ranging
from strategy assistance to vehicle design and construction,
clients can rely on IMM to produce quality mobile marketing
environments on time and within budget.
We invite
you to utilize this handy planning guide as a starting point
and creative management tool for your future project. For
an in-depth personal tour into how mobile marketing can
support the objectives of your organization, call Matt Alexander
at IMM today at 1-800-303-2122.
Step
One - Identify Your Marketing Objectives
Mobile
marketing can be utilized to support and achieve a wide
range of marketing goals and objectives that improve awareness
and interaction with your organization. The first step in
creating a mobile marketing campaign is to clearly identify
the marketing objectives and goals you wish to reach with
this form of consumer targeting.
Do
you have specific marketing objectives you want to achieve?
Does
mobile marketing support new brand awareness or consumer
education?
Are
there peripheral benefits outside of your objectives that
can create added value?
How
effective is mobile marketing for achieving your specific
goals?
Would
your organization benefit from one-to-one relationship development
in mass?
Are
you aware of any potential market challenges or barriers
you need to overcome?
Can
mobile marketing be utilized to enhance your overall market
position?
| IMM
TIP |
A
few extra hours of intelligent creative planning can
go a long way in ensuring your mobile marketing campaign
creates positive future momentum and success for your
marketing objectives. |
Step
Two - Analyze & Consider Current Marketing Initiatives
Many
organizations with an established market presence can maximize
the benefit they receive from mobile marketing by integrating
existing advertising campaigns with new mobile marketing
promotions. Consider your current market positioning strategies,
your unique strengths for generating media exposure, and
the benefits your collective holdings and / or partnerships
can stimulate in creating new awareness for your mobile
message.
Are
your marketing objectives in alignment with your overall
organizational goals?
Can you improve campaign awareness with advertising you
already have in place?
Have you considered all current promotions or advertising
strategies you employ?
Are there opportunities to create new synergy with existing
marketing campaigns?
Will external partnerships help promote or raise awareness
for your mobile marketing?
Does your mobile marketing campaign lend itself to heavy
media exposure?
| IMM
TIP |
Look
for potential alliances for your campaign within existing
partnerships that can help enhance your mobile marketing
message without diluting your own brand awareness or
mission objectives. |
Step
Three - Identify Your Ideal Target Audiences
A successful
mobile marketing campaign will always prioritize its message
around the interests of an identifiable target audience
that it wants to influence. Understanding your targeted
audience is a vital key to success, and a critical element
in matching applications that make an impact with venues
that reach your preferred consumers.
Have
you identified who your ideal consumer audience is for targeting?
Can you find your target market easily and provide motivation
for their interaction?
Do you have specific mobile applications in mind to maximize
the value of their visit?
Can you successfully leverage the innovation of your campaign
to draw large numbers?
Does your advertising budget take into consideration the
lifetime value of customers?
| IMM
TIP |
Due
attention should always be given to understand the psychology
of consumer interaction to ensure you create an engaging
experience that leaves a permanent positive impression
with the right audience. |
Step
Four - Envision the Dynamics of Your Tour
The
areas of tour planning, event selection, venue negotiation,
and logistic support require experienced handling to ensure
a mobile marketing campaign runs smoothly without any difficulties.
A mobile promotion also requires intelligent integration
of your advertising and media communication skills - often
on a regional-based level - to ensure your mobile marketing
campaign generates the kind of positive exposure you deserve.
Have
you considered all potential outlets, venues and events
that bring you value?
Can you identify specific types of events most likely to
make the best impact?
Are there any regional or seasonal restrictions with respect
to your mobile message?
Are there any regional or seasonal restrictions with respect
to your targeted audience?
Are there specific applications you can integrate into your
tour to maximize value?
Can your tour be recurring in the future to continue positive
consumer momentum?
Are you able to maximize media exposure through creative
event selection?
| IMM
TIP |
In
planning a mobile marketing tour, your success in creating
the most value for money is only as good as your ability
to be aware of unique gatherings, events and opportunities
that attract your target audience. |
Step
Five - Choose Your Marketing Applications Wisely
While
most mobile marketing campaigns have their own unique objectives,
audience interests, and consumer motivations, it's always
important to ensure ample time is spent considering the
physical applications that will motivate visitors to participate.
A set of intelligent, creative and entertaining applications
can be the difference between a thriving mobile marketing
event that generates heavy publicity or an inactive financial
liability.
Are
you showcasing a specific product or service that lends
itself to innovation?
What personal, business or recreational interests does your
target audience have?
Are there peripheral activities related to your message
that add value to your event?
How do you envision visiting customers should interact with
your mobile campaign?
Can advancing technology help improve the way you convey
your primary message?
How well can you leverage the innovation of your applications
with event managers?
| IMM
TIP |
In
many cases, the right set of innovative marketing applications
can create media attention and national exposure worth
more than the entire cost of the mobile marketing campaign
itself. Look to innovate. |
Step
Six - Consider All Design Elements
For
many companies, a mobile marketing campaign represents a
tremendous opportunity to stimulate grassroots momentum
in support of organizational objectives. In some cases,
those goals can be as simple as to reinforce market presence,
to generate renewed interest for a stagnant brand, or to
just keep up a positive and innovative appearance.
Does
your campaign rely on consumer knowledge or awareness of
your brand?
How
important are design and graphics in conveying your organizational
image?
Will
new customers have existing expectations from you due to
competition?
Is
innovation through interactive media, graphics and display
important to you?
Do
you believe the right design will enhance consumer interest
in visiting you?
What
image do you want to portray to new and existing individuals
you meet?
Does
your design and graphics integrate all facets of your mobile
marketing?
| IMM
TIP |
Don't
underestimate the importance of spending quality time
on your original concept creation, application modeling
and graphic design planning. Your mobile marketing campaign
should make a great positive impact through powerful
and compelling applications that empower visitors to
fully interact with your brand. |
Step
Seven - Identify Operational Requirements
Every
mobile marketing campaign relies on dozens of different
choices and options that customize the experience consumers
have with your tour. A thorough understanding of the impact
these choices make can help maximize efficiency, reduce
costs, and ensure that the right mobile marketing solution
is being employed to the benefit of all involved.
Are
you aware of the impact different trailers have on available
size and capability?
Will
operation of your mobile tour require any specialized professional
skills?
Do you have a predetermined budget that sets overall location
or targeting abilities?
For
long term or recurring campaigns, have you considered purchase
vs. lease options?
Does
your logistics manager have a concrete schedule for your
complete road tour?
Have
you created an operational guide and management checklist
for daily operations?
Will
you require inventory management and stock auditing for
sample replenishment?
| IMM
TIP |
Surround
yourself with intelligent partners that have experience
in mobile marketing, look beyond your own management
knowledge for creative ideas that push the boundaries
of your success, and enjoy the benefits of your mobile
marketing campaign. |
Contact
Innovative Mobile Marketing
For more information about our turnkey solutions, mobile
marketing services, and event marketing programs, please
contact IMM today for a friendly and confidential consultation.
IMM - Innovative Mobile Marketing
1511 Commerce Drive
Bourbonnais, IL 60914
Toll (800) 303-2122
Tel (815) 929-1029
Fax (815) 933-1121
www.innovativemobile.com
mobile1@innovativemobile.com
Mobile
Marketing Planning Guide