The first thing you should do to get your Mobile Marketing Campaign off the ground is to define your objectives. This is really no different than any other task you’d set out to accomplish. Basically, don’t get started until you have clearly defined your objectives or you’ll be going back upstream somewhere about ¾ of the way through your project.

Here’s a fun way you can get started. Pull your team together by sending them a Text… “Killer Marketing Session in 5 minutes. Don’t miss it… whiteboard room”. Hand everyone that attends a marker. Tell your group to start writing ideas for their next Mobile Marketing Campaign on the whiteboard and the person that has the most at the end of 10 minutes gets a $25 gift card to their favorite restaurant.

I guarantee you within 10 minutes you’ll have some ideas that you can drill down on and put to a vote.

Here are some sample objective ideas that I’d be writing on the white board that you can use to help get started.

When building your objective list try to think things through in terms of how you expect to measure ROI for your ideas.

For example, assume for a moment that your objective is to get consumers to attend a movie during non peak hours and you have access to 5,000 consumers in your database that live within 15 miles of the movie theatre.

So what we’re actually attempting to do is:

• Drive attendance to a specific event. This is track-able because the movie theatre has historical data on how many tickets sell on average at these movie times. An upward trend should be easy to spot.
• This campaign also attempts to increase revenues during a slow period at the movie theatre when it’s more difficult to staff due to lower volume of customers.

You could employ a mobile commerce type campaign that goes out to the 5,000 customers with a valuable offer.

Exclusive Mobile Offer from AMZ Movies!
2 Tickets, 2 Drinks and 1 Large Popcorn for $10 for any Movie starting before 12PM am.
Click to reserve your Seats and Showing. Good this week only.

The mobile purchase event is something that also tracks back nicely to your ROI for two reasons, the discounted price and the mobile campaign triggered purchase.

This is the first in a series titled The Mobile Marketing Starter Kit. I’ll tag these under Starter Kit. I hope that I’ve given you some ideas to start your objective list and that you find this series useful. Please feel free to add any of your own objectives to the comments. If you’d like to publish your own article in the Starter Kit series please contact me and I’ll set you up to do a guest post.

The next article in the series will give you ideas on locating a partner/agency to help you deliver your campaign.

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