We have been visiting many US stores and shopping malls, doing market research and have been asking questions and investigating mobile marketing penetration for smaller businesses, in and around US store locations. And particularly how shoppers / consumers, already use their cell phone, or could be using them.
What strikes us is that it seems like everyone is doing the same. You install a big poster with 30-50% discount in the shop window, and you wait. Or a sidewalk sign is put in front of the door, with the latest offer or telling us coffee costs $2.80. What also stands out is the recurring question at the gas pump; chocolate or chewing gum, two for 1 Dollar 50? For those who listen to this toe-curling, we came up with a alternative, check this demo campagne , take your advantage ExxonMobil, Shell, BP, and all those others, if you like...
Well, the system mainly seems to be like on the picture left, large numbers and letters on display, posters and billboards with now $49 instead of $99 , where discount always is been given away in advance, for everyone. But, it seems like no interaction is been offered, mobile is yet to be discovered as a medium and it seems like every retailer does the same, the one with even greater discount rates as the other.
Is it successful ; Barely, sales and earnings figures for the last five years , outside the food / restaurant sector, speak volumes. In the UK, Europe and Asia, where our clients already adopted mobile campaigns, it is understood that anyone with a cell phone is a potential customer, and medium. But let's think about the current system in the US; Right now, discount is being given away in advance in the shop window, 30% Off on all jeans. But to the general public (not just your client) , to meet them, and entice them to come in, and in order to have them make a purchasing decision, mobile is ideally suited; It gives for instance everyone a chance to win the jeans, for free. Think of it - Everybody wants to win a pair of jeans, that attracts people. And what do they win; your 2nd prize - Buy 1 pair of jeans, get 1 free. Or perhaps; Free pair of jeans for any purchase over $75.
If they do not accept your offer, no problem - it was a chance to win. But of course you'd have used a 'claim' method, where one had to share your offer/contest on Facebook or they had to enter their personal data! The numbers on either site of the Ocean speak volumes, consumers are mobile and there is a desire to participate from those who want to win something, or want something cheap. Despite mobile being perfectly suited, i haven't been able to find good examples for smaller businesses. There is no mobile first culture yet, where client engagement can be created without the need to download anything or use an App... But that does exist, please click the bottom photo on the left.
Is it cultural; It's not - Americans love games, gimmicks, promotions and winning prizes. Everyone, depending on their age is mobile, always with the cellphone in hand, playing games, socializing. Mobile 3G/4G subscriptions, are flying over the counter, but still local merchants don't seem to be taking 'mobile first' that seriously. But for how long, it seems to be coming. Or is it ignorance! Hence this question; Do you think mobile interaction, is supplemental to your current engagement methods? And... Are you already advertising to mobile, in order to reach the general public, passing by? During our travels, we often heard the same remarks;
People don't even know that we exist. How do I get my customers to hearing stuff abou t my business?
Marketing will get expensive, and I don't know if i will get the best return...
One of the toughest things is, just keep your name out there...
I was always used to print media being enough, but now everything is changing you know, on a daily basis
For a long time we have been collecting customer data; But when you have all that information, it's often difficult exactly what to do with it...
How do you use social, and especially facebook as an effective medium?
I would love to have a marketing consultant. Right now, that marketing consultant is me...
I wish there was a better way to collaborate with our neighbouring businesses and really work together...
First, proud to be a US company , we have written mobile campaign software, running on any platform like iOS (iphones) , Android (Samsung) , Windows and Blackberry. Apps can't do that, you need to create it for each platform, individually. Secondly, these mobile campaignes are, smart campaigns , which passersby can easily "catch" with their mobile. They scan a qr code or simply enter a url, like this utap.at/p/1mexyy into their browser, and that's it. Thirdly, we do not just offer a coupon / voucher to a mobile phone, but we create mobile Scratch & Win / Save contest out of it, where the general public / consumer, not just your customers, can win your deals and offers, wrapped as a prize or discount.
In a nutshell - First we build POSTERS for our clients, that transform 'mobile' shoppers to --> POTENTIAL BUYERS, it increases your customer's RECEIPT, it engages CUSTOMERS THROUGH MOBILE GAMES in connecting to your deals and promotions, where the public actually ENJOYS the method, and GAIN ADDED VALUE because if they win, and they all do, they are tempted to buy your discounted products. Additionally Seasondeals RETAINS customers. + Mobile campaigns allow you to collect client information, like email addresses and mobile numbers, that can be used for remarketing purposes...
VISITORS WANT SOMETHING FOR 'FREE' , 'WIN' SOMETHING , and it should increase revenue: Mcdonalds is looking for, retaining clients , engaging them on their mobiles and offer a package of prizes that would support that. Our system would be; This Poster in the restaurant/window/drive-in .
Increase Ticket Sizes; - Upselling - Offer a small discount on a high-margin menu item, to incent purchase behavior. Make your customers happy and boost your profits, too. Examples 1/2 Price Milkshake - Buy one coffee, get one free - 40% off a Chicken Salad - Free dessert with 2 soup entrees - 50% off house cake with every irish coffee. Check this $75 / Mc Donalds Campaign
Retainer - Offer visitors a prize or promotion that only can be used tomorrow or next week. If the offer or the prize ($75) is engaging, they will get back to your location within a short time frame. Check this example Retainer
←Prizing Structure - Always emphasize everybody always can win, and use the $75 Gift Certificate as the trigger, then offer free drinks (with a purchase) , a free salad (with purchase of) etc...
↓ Examples - This Mc Donalds case is all about, tempting customers to win a $75 gift card and free food, but 'only' offering spending increasing 2nd prices . Incidentally, good tasting 2nd prizes. See below, 4 examples of prizes that can be won, you as a local merchant, could consider! The question remains;
Win $10.000 Trade-in rebate
Win a Free Drink
10-100% Discount on Jeans
Win a Free Kitchen
but customers win your 2nd prize...
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Facebook Bluetooth® beacons are free for you to use and help people connect with you during their visit. Sign up to receive more info and request a beacon for your business.
When people visit your business and open Facebook, they’ll see Place Tips with deals and promotional information about your business
These beacons use Bluetooth® technology to send a one-way signal to the Facebook app on your visitors’ phones to help us show them the right information.
To turn your beacon on, just pull it out of the packaging - really, that’s all it takes. Then peel the sticker off the back and place the device in a safe, central area. Request a Beacon
What can you learn about your coupon visitors who log in via Facebook Connect? Without other special permissions (ie: only the login), you can get: User Id and Username, First, last and middle name, Gender, Locale, currency and timezone, Picture, Cover photo, Profile url, last update date of the profile, Users subscribed and subscribers, Email address and Mobile phone number and last but not least the List of friends. Would you be interested in this meta data?
Simply collect consumer's mobile data the moment they claim a coupon or scratcher.
Know in detail who your visitors are and how they engage your coupons.
Receive Geo-location information with city, state, country info for each scan
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