This means that when a consumer performs local business related searches chances are those searches will be performed on a mobile phone. If you are not ready to take advantage of this form of traffic your competition may very well be. Mobile marketing combined with social media can be even more effective if you avoid the pitfall that can impair the success of almost any marketing campaign.
Which is educating those on the front line. Not getting your employees involved and educated about the strategies your implement and have running is a big problem with a lot of business owners. According to the article below from Forbes:
Why Your Mobile Marketing Campaign Won’t Work
A new sticker was recently placed on the front door of my local coffee shop. In addition to the now ubiquitous “recommend us on Yelp” promotion, this coffee chain had joined foursquare, a popular mobile location service that allows businesses to attract, reward, and engage customers in creative ways.
The fact that this chain had joined foursquare was not the problem (500,000 merchants are on the platform and, as I wrote in The Power of Foursquare, many are completely reinventing their business by doing so). The problem had to do with communication—or the lack of it. I walked into the coffee shop and asked the barista about their foursquare partnership. She gave me a glazed look and said, “Foursquare? I used to play it as a kid.” Clearly she had no idea. So I asked the manager who knew a little more. She couldn’t explain foursquare but at least had the foresight to ask her district manager about it when the DM was placing the sticker on the door. “My district manager came by the other day and put the sticker on. When I asked him what it was he said, ‘it’s kind of like Yelp.’” There are two problems with his answer. First, the district manager should have spent one minute—and yes, that’s all takes—to explain foursquare. Second, foursquare isn’t Yelp. They are two different apps. Yes, you can leave recommendations on foursquare for your friends and followers to see, but that’s where the similarities end and the DM had missed an opportunity to educate his staff.
Monday, April 16, is foursquare day where fans of the app have parties and meet-ups around the world. My fellow Forbes contributor, Kelly Clay, does a nice job of describing the day in this post. Since so much will be written about the growing popularity of his mobile marketing tool, we can assume that even more businesses will be enticed to join the platform and to start offering specials and promotions to customers where they are increasingly living their lives—on their smartphones. But many businesses will fail to gain traction for one simple reason—they’re not telling their staff about it!
If customer-facing employees do not know about your promotion (whether it be foursquare or any marketing initiative) then you risk upsetting your customers because they’ll ask about and get a blank stare in return. This happens more often than you think. I ask about promotions all the time and I rarely find employees who have been told anything about it. Here’s how it happens. A business owner will read this article and tell his marketing person, “We’ve got to get on that foursquare thing.” The marketing managers will do what they are told and that’s where it ends. Everyone covers their bases but they forget the most important step: communication.
Many businesses do get it right, however. Several weeks ago I walked into aChipotle, noticed the foursquare sticker, and didn’t even have to ask anyone about it. Chipotle had provided each store with small, wallet-sized cards that clearly and concisely explained foursquare and the new promotion. The employees could explain it, too. The restaurant chain, Chili’s, knew that it could not possible train every one of its 80,000 employees to recognize its foursquare special on smartphones, so they simply added a redemption code to the bottom of the screen.When a customer checks in to a location using foursquare, the special is “unlocked.” The customer simply shows their phone screen to the server who, once they read the screen, understands how to redeem the promotion.
Foursquare is a free and simple way for any brand—large or small—to participate in the mobile social media revolution. But if you fail to educate your staff and customers, you have no chance of launching a successful campaign.
Carmine Gallo is the communications coach for the world’s most admired brands. He is a popular keynote speaker and author of several books, including the international bestseller The Presentation Secrets of Steve Jobs and The Power of Foursquare. His new book is The Apple Experience: Secrets to Building Insanely Great Customer Loyalty. Follow Carmine on Twitter: carminegallo
With that in mind the first order of business if you have one of these types of campaigns going is to find out of those that are on the front line of your business can truly explain and handle questions from consumers concerning your promotion.
One of the worst things that can happen to your business is a consumer comes in with the expectation of getting a promotional discount and the cashier has no idea what they are talking about and they walk away feeling as if they were tricked into spending money with an establishment that lied to them.
Guess whats going to happen, they are going to text, tweet, Facebook status update, Google Place review write all the anger and negativity they can muster about your business and it is going to go viral. Today’s word of mouth is far different than the day of having to tell one person at a time. With the push of a button a angry customer can notify hundreds of friends and family. So getting this right is important.
If you are interested in learning more about these particular strategies and how they can work for your business contact us at (647) 931-1369