MYIQ ///// Mobile Youth IQ

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The world of mobile marketing is taking off—and according to our panel, brands need to think about what the consumer is willing to accept on his/her mobile phone before leaping into market. This issue of MYIQ is all about recent mobile campaigns launched by brands from many different categories. As a marketer, you can learn from these brands, and from the consumers experiencing these campaigns. Here are the rules of the road that we’ve gleaned from MYIQ:

1. GOLDEN RULE: PROVIDE REAL VALUE—IT’S ABOUT YOUR CONSUMER, NOT YOU Mobile programs that simply try to disseminate selling messages or extraneous brand info are doomed to fail—and give mobile marketing a bad rap. For a consumer to welcome your brand on their most personal and private device there’s got to be something in it for them – power, entertainment, badge value, insider info, customized information, VIP status, prizing/incentives—lots of options, and critical to mobile success.

2. KEEP IT SIMPLE Sure mobile phones have been around for a while and text messaging between peers is old hat. But text marketing is new—make sure you provide clear and complete instructions on how to participate in your mobile campaign.

3. TEST, TEST, TEST If a consumer opts into your campaign and doesn’t get it, or even worse opts in, gets it, and doesn’t like it, your first mobile campaign may be your last. Learn as much as you can at every stage. First, test your mobile strategy far ahead of execution—make sure what you plan to offer is something the consumer values from a mobile perspective. Second, test your mobile copy—make sure it’s clear and compelling. Third, if you’re charging for the campaign, test your price points. Finally, leave plenty of time to test the technology of your campaign with each carrier to assure a flawless execution. (Shameless plug: best place to test? MYIQ)

4. PROVIDE PORTABLE CONTENT Not every brand message or piece of content belongs on the mobile phone. Don’t assume “if we build it, they will come.” Think long and hard about what value each particular piece of content has on the mobile phone and in the “portable” world. If it’s better served on the web, leave it there. How can you know? Refer to rule #3.

5. INTEGRATE AND INCENTIVIZE FOR RESULTS Success in mobile is highly dependent on promotion of the program and the incentives offered. There may be a misconception that marketers can rely on grassroots buzz for people to find out about their mobile initiative. Mobile works best when it is promoted and supported by other elements in your marketing plan. Tell the consumer about the mobile program through your other vehicles—advertising, web, POS, and packaging. In terms of incentives, tiered prizing is better than one prize, and a “money can’t buy prize” is a huge draw. Success in mobile is reliant on commitment—it’s about scale. The first program will provide insights for the next program, and so on and so on.

6. OFFER CHOICES Mobile is not a one-size-fits-all media. If your mobile campaign is offering ringtones, wallpapers, or content where personal preference plays a big role, offer more than one option to the consumer. Their phone is an object of personal expression—if your brand can support that, it’s a win for both of you.

7. PROVIDE INSTANT GRATIFICATION If you’re engaging a consumer through a mobile contest, don’t drive them back to another media to see if they’ve won. One of the huge benefits of mobile is instant gratification—with peers and with brands. Don’t reduce the power of that tool.

8. DON’T BAIT AND SWITCH Don’t offer a program that sounds compelling and then use that open line with the consumer simply to send advertising messages. You’ll have everyone opting out as quickly as they opted in.

9. LEVERAGE AFFINITY AUDIENCES Mobile tastes are as varied as the consumers who carry mobile phones. One consumer’s favorite mobile service is another’s least favorite. Ideas developed around the needs of specific affinity audiences (sports enthusiasts, hobbyists, special interest groups, musical tastes) get high marks from those targeted.

10. DON’T PRETEND TO BE A PEER “Text-speak” like “U R GRT” is a peer-to-peer language not a brand-to-peer language. You’re not fooling anyone by using it, so speak like a brand please.

11. CHARGE—WITH CAUTION! Consumers will pay for certain mobile services, if they believe it’s a value for the money. Don’t expect them to pay to receive ads, but relevant, mobilized content can have a price tag—just make sure it’s competitive and in line with what the consumer feels is fair (refer back to rule #3).