In last week’s post, I introduced a set of “Good for the Consumer” criteria that are popping out of our research on world-class mobile marketing executions. This week, we’re going to dive deep into “Good for the Brand” attributes. Again, this is a Beta version, so all feedback and guidance welcome.
Here goes—three Good for the Brand traits at play:
- Enriches core brand attributes—world-class mobile executions should go well beyond simple brand alignment—they should create a richer texture for the brand by helping consumers discover or engage with their surroundings through the brand’s lens. In effect, the brand is enriching its core attributes.
I realize that sounds like gobbledy-gook, so here’s an example. Jimmy Choo’s “Catch-a-Choo” treasure hunt took its fans through a race across carefully chosen London nightspots in pursuit of coveted Jimmy Choo shoes. Jimmy Choo had a small team moving to a new spot every 15 minutes, and broadcasting its new location via Foursquare. Consumers who caught up with the Catch-a-Choo team and checked-in via Foursquare received a pair of Jimmy Choo shoes.
The hunt itself reinforced the sense of exclusiveness that Choo wants to cultivate—only the first team to check in at each hotspot got the shoes, then the Choo team moved to the next spot. But more importantly, the brand helped consumers discover and experience this Choo “nightspot trail” cutting across London. By carefully choosing the check-in spots to cultivate and deepen Jimmy Choo’s ultra-trendy image, Choo enriched the brand for those who went on the hunt.
- Integrated into the brand experience—world-class mobile executions fit naturally with the consumer’s transactional brand experience. In other words, the mobile execution shouldn’t require the consumer to expend extra effort in transactions with the brand’s product or service. At best, the mobile execution should make those interactions simpler or more efficient.
McDonald’s has done a great job here with the integration of mobile into its Monopoly promotion. Integrating a mobile element with the already existing online and in-store game platforms made it easier for consumers to track and redeem their collection of properties, no matter where they were. Consumer effort down. Participation way up. Big win for McDonald’s.
- Quid pro quo consumer data gathering—“Quid pro quo” means a few things here. First, it implies transparency, as consumers must recognize what they are giving and getting by parting with their personal information. Second, the brand should provide great quid for the quo—the consumer should end up the clear winner by getting something she values when she gives up her information. It might be exclusive content. It might be special offers. Whatever it is, the consumer should value it. Third, the best executions gather data in a gently escalating fashion—gather a little info, give something back. Gather a little more, give back even more.
Over time, brands can develop rich profiles of consumers transparently, which should enable them to improve the ROI of their future marketing efforts, mobile or otherwise. As you build your mobile execution, give careful consideration to the right balance of quid and quo in your data gathering—or better yet, ask your customers to help you strike that balance.
Next week I’ll take on the final category—Speed to Scale. Great mobile executions get to scale quickly so they can move the results needle. I’ll profile a few of the techniques that we see popping out of our research.
MLC members, we’ve just locked down dates and locations for our 2011 B2C executive retreat series, which will focus on how the best brands shape the consumer decision journey. Mobile, as you’d expect, plays a starring role.
New York | May 26
Chicago | July 12
San Francisco | August 10
More information and registration here. Please note: International locations and dates are still being finalized—details coming shortly.
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