Franchise Articles

Posted on Jan 14, 2011

How Mobile Marketing Can “Mobilize” Your Franchise Marketing - Part 2

This is a 2 part series, see How Mobile Marketing Can “Mobilize” Your Franchise Marketing

Consider these stats:

More than 272 million mobile phone users in the U.S. (89% of the total population); of those phones...

  • 99% are text capable
  • 57% of those mobile subscribers use texting on a regular basis
  • 15% of active mobile phones have the ability to utilize mobile web applications
  • 44 million people regularly access the mobile web from their cell phones
  • 84% of cell phone owners won’t leave home without the device.
  • 97% of consumers read text messages within 15 minutes of receiving them (most within 4 minutes)
  • 83% respond to them within 1 hour

Mobile Marketing is extremely cost-effective and results in very satisfactory ROI; with a typical ROI of 10 – 12% and returns as high as 60% + reported on some campaigns. According to Nielsen Mobile, half of all U.S. mobile data users, or 28 million people, who recall seeing mobile advertising in the previous 30 days say they responded to a mobile ad.

What’s the best part about Mobile Marketing? FCC guidelines require that anyone to whom you send a Mobile Marketing message has ‘opted in’ to receive mobile messages from your firm, therefore, anyone you distribute a message to has already indicated that they are interested in receiving information from you, and therefore are more apt to positively respond to your message, thereby increasing your response rate.

Another benefit of Mobile Marketing is the fact that it can be tracked and measured in great detail. This allows you to conduct analysis while the campaign is in progress, make changes to it quickly and track those results – comparing the results in a split-test analysis to determine which version of your campaign is most effective, thereby providing you with the best options to increase the response from your campaign. Another method would be to utilize separate ‘keywords’ to determine which one receives the greatest response. Some of the items you can measure include (this example utilized an SMS coupon campaign):

  • ad impressions
  • ad click-through rate (CTR)
  • mobile site visitors
  • coupons requested
  • coupons redeemed
  • average sale per coupon
  • total sales

Mobile Marketing is one of the most measurable and most effective targeted advertising mediums available especially for franchises.

The author, Linda Daichendt, is Founder, CEO and Managing Consultant for Strategic Growth Concepts, a marketing / management consulting firm focused on start-up, small and mid-sized businesses. Areas of specialization include: Mobile Technology Optimization and Marketing, Social Media Marketing, and Virtual Events production and contacting us via email at to schedule a FREE initial consultation.

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