Recently, I was waiting to board a flight and was quite proud of myself for printing my barcoded boarding pass prior to arriving at the gate. I marveled at how easy the process had become," says Jim Polowy, VP of retail environmental design at TPN, a retail marketing agency. "However, that moment of temporary euphoria was quickly dashed when the person in front of me presented his mobile phone with the barcode on-screen to the agent to be scanned.
www.dmnews.com | August 9 , 2010 | DMNEWS | 21 TOOLBOX Tips on iPad and e-mail marketing, savings with digital coupons, using testimonials and more E-MAIL MARKETING MOBILE COUPONS LOYALTY MARKETING TESTIMONIALS Has the iPad created new expecta- How do I leverage smartphones How can I improve my company’s How do I best use testimonials tions for e-mail marketing timing? for additional retail sales? loyalty marketing efforts? for marketing purposes? Since the iPad takes seconds to get a “Recently, I was waiting to board a flight Truly understanding your customers’ life- The best things that can often be said user online, and it feels like a leisure and was quite proud of myself for printing style and purchasing needs, and identifying about your business do not come from device with a touch-screen interface and my barcoded boarding pass prior to arriv- new incentive and reward programs your you. They come from your clients. Third- ergonomics, it does not have the psy- ing at the gate. I marveled at how easy the company has not yet taken advantage of, party endorsements are valuable, especially chological “I am working” connotation process had become,” says Jim Polowy, can greatly help marketers customize new if used well, explains Jason Sherman, of turning on a desktop or laptop. This VP of retail environmental design at TPN, campaigns for maximum success, says president of Sherman Communications means responder behavior for e-mail a retail marketing agency. “However, Kathy Caulta, CMO at Vertis Com- and Marketing, an Oak Park, IL-based marketing will be easier to come by, and that moment of temporary euphoria was munications, a targeted advertising and PR and integrated marketing firm. “First, e-mail marketers can take advantage, says quickly dashed when the person in front marketing firm. For example, for a national be sure to proactively ask your clients to Andrew Robinson, VP of full service at of me presented his mobile phone with retailer, a simple loyalty card program is share their experiences in a few sentences. Lyris Technologies, an e-mail and online the barcode on-screen to the agent to be often just the key to boosting total sales If possible, create a video testimonial — marketing firm. Majority response times scanned. I had been technologically leap- revenue. At a minimal one-time cost, they nothing fancy is needed,” Sherman adds. will expand — weekends will be more suc- frogged.” A similar interesting application can send direct mail coupon books to tar- Put the testimonials on your website in cessful for send times than they currently is “direct-to-card” (DTC) digital coupons. geted consumers with the new loyalty card prominent and appropriate locations. are, early mornings and late nights will A consumer chooses his coupons through affixed directly on the back. They require Incorporate them into your marketing also see uplift in e-mail response, he says. a website, then loads them onto a particu- consumers to submit an e-mail address to collateral, including direct marketing, “Whatever the iPad is used for, it shows lar store loyalty card. At the supermarket join the program, and offer gift coupons advertising campaigns, internal com- on the home page that there is e-mail checkout, the consumer presents his card after certain levels of purchase are reached. munications and social media efforts. waiting to be read,” says Robinson. “So and receives the current store discounts,
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