There are two ways to access memory: recognition and recall. Recognition happens when you come into contact with something and remember it because of a previous encounter. Recall is when you independently remember something without a prompt. To break this down: If I asked you to name every piece of clothing hanging in your closet, you would be able to name quite a few (recall), but you would not remember quite a few as well. However, if I showed you each piece, you would definitely know it was yours (recognition). One purpose of branding is to build recognition (of a brand, product, or service) until your customers remember your brand. Why? Because people are more likely to interact with things that are familiar.
Studies have shown that given a choice, most people in an unfamiliar location will make do at
a chain restaurant they know rather than try a local restaurant that they have never seen before.
That is the power of branding and branding is essential for your SMS marketing
Here are proven ways to ensure your program will have long-lasting effect by establishing
an official program name and use it consistently in all promotions.
Make sure the program name appears in all SMS messages as well as cross-promote it to all
of the marketing channels you are using: Web, email, social media, print, radio, television,
Here is an example of an SMS message promoting a restaurant offer:
The good thing about SMS marketing is the more your customers see your messages,
the more they will begin to recognize program branding. The goal is to ensure that
subscribers to your SMS program will have already seen the branding
in a Facebook feed, Tweet or email message.
Leverage all of your social media channels. It goes without saying: a customer who
elects to receive communication in multiple channels is a retailer’s most engaged
customer and will have better recognition and recall of your brand.
Make sure to post
regularly about your SMS marketing program including highlighting the subscription
benefits – for example, a generous welcome offer for signing up to the program. Reward
customers, especially those who opt into your mobile marketing program.
In addition to regular updates, motivate potential subscribers by offering a
welcome discount on their next purchase when they sign up.
You should also plan to deliver exclusive offers and promotions available only to subscribers
of the SMS marketing program.
Just as importantly, make sure non-subscribers know about these benefits enticing
them to join by advertising them in your other marketing channels.
Note: if sourcing exclusive offers is too difficult, announcing offers early
(“Insider Alert: Members only sale this Friday only”) can be a great way to deliver exclusive
For consumers opting into your SMS program through your Web site, the benefits of
membership should be featured on your homepage before they click through to the
sign-up page, increasing the probability those visitors will click on the link.
An attractive graphic that bullets the benefits in brief, text that appears upon mouse-over
or any number of other options will deliver the message that your mobile marketing program
is for them.
(Another example of an SMS customer loyalty campaign)
Boost your mobile marketing subscribers by leveraging your in-house email-marketing list.
Research has shown that overtime, a large percentage of customers on an email list will
sign up to receive SMS promotions, if invited. This is a huge win.
Customers who receive communications in multiple channels are high recognition,
high recall and your most engaged customers. These people are brand loyal as
demonstrated by the fact that they want to see and hear from your brand
from more than one channel.
Want to start an SMS customer loyalty campaign?
Contact me on Facebook—www.facebook.com/latease
Or give me a good old-fashioned phone call at 314-495-2497!
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