How brands can use free airtime and SMS to target teens
December 24, 2009 - Guy Yaniv
Guy Yaniv is vice president and general manager of Comverse Mobile Advertising
The starting point for some when contemplating the concept of mobile advertising has been that nobody really likes or wants mobile advertisements — so why even bother with them?
Ongoing research shows, however, that consumers are open – and even willing – to receive mobile ads, with one stipulation: that the ads deliver value.
Let us face it – people generally need motivation to do things.
How many pupils in our schools would continue to study hard if there were no tests or grades? How many of our colleagues in the workplace would continue to do their jobs all day every day if there were no paychecks?
Granted, there are myriad examples of altruistic deeds and true dedicated volunteers, but the bottom line is that rewards – and costs – drive many of the behavioral choices we all make every day in nearly every aspect of our lives.
If we want to use mobile phones, we know we must pay. But a large percentage of users would probably become very attentive if they were suddenly asked this question: "Would you like reduced rates or even free phone service?"
The attraction of mobile ads is that they offer users value in direct and tangible ways.
One recent study by the Interactive Advertising Bureau found that nearly three-fourths of those asked would welcome mobile marketing content in return for special offers.
What users want most
Mobile advertising can offer users a wide range of valuable benefits.
For example, users with special interests can enjoy receiving information on new releases and special announcements in areas of interest and relevance to them.
Travelers in foreign cities, users entering malls can get discount coupons for lodging, restaurants, books and clothes.
Value can take on highly creative forms, but according to Harris Interactive, the most desired incentives are cash and free airtime.
Mobile campaigns have started to listen to what consumers want and give it to them.
For example, Coca-Cola launched a mobile campaign for the company's Fanta brand in Germany offering consumers free airtime, texts and downloads.
To take part, consumers were required to send a unique code found in promotional Fanta bottle tops via SMS to a short code to receive three free minutes of airtime or three free text messages. This SMS is zero-rated.
Within 72 hours of sending the code, the consumers' mobile phone is topped up with the relevant incentive. The campaign sparked considerable consumer interest and participation, as witnessed at a session during the Mobile Marketing Forum this fall in Berlin.
Another example comes from Turkey, where Pepsi targeted the youth audience with a campaign that seemingly was intended to convey the feeling that Pepsi drinkers are special and therefore deserve special incentives.
Pepsi consumers were invited to send their photos and get them printed on Pepsi cans. The first 1,000 participants instantly won 10 credits, which translates to 2.5 minutes of airtime. The promotion struck a responsive note with consumers.
Carriers hold the key
The ability of brands to give consumers free minutes and free SMS would seem to be an effective way to win the hearts of teens and their parents.
First and foremost, many brands, working with wireless carriers, are giving teens incentives that nearly any teen would want: free airtime and free text messaging.
In addition, this approach can convey the message of a special bond between the brand and the youth segment, and demonstrate accountability.
Indeed, the brand reliably keeps its promises and delivers free incentives, even if it is complicated to do so and means working with different carriers in each country. This can enhance brand reputation and loyalty.
The ability to incentivize users with free minutes and free SMS is a power that rests exclusively in the hands of carriers. It does not matter whether users are prepaid or postpaid – carriers can deliver the goods. Prepaid users can be addressed with free mobile top-ups while postpaid users can get mobile bill reductions.
Brands have recognized that giving free airtime and SMS is a meaningful part of launching a creative and engaging mobile campaign.
Now it is time for the carriers to become aware of the potentially significant and unique asset that lies in their hands – the offering of mobile incentives over their exclusive multichannel mobile advertising space. This could be a meaningful step to fuel the development and evolution of the mobile advertising market.
http://www.mobilemarketer.com/cms/opinion/columns/4950.html
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