What's in it for Teens?
Have you ever run into a teen without a phone or, better yet, one who isn't asking, "What's in it for me?" Rarely, right? So, when looking at marketing strategies targeting teens, you can't ignore mobile. You should even consider it as a primary media channel.
We've all heard the phrase "the medium is the message." In the case of teens, this is even more relevant. Teens will judge your brand in an instant. But by communicating in a first-person voice in channels in which they "live," you put your brand on a level playing field. You can grab their attention more easily than with a TV ad or other traditional medium and effectively drive them to take action.
SMS is just one of the many dimensions of the mobile channel that creates results. To harness its power, you have to grab young consumers' attention with a simple, yet strong call-to-action. An SMS program's rate of participation -- regardless of its targeted demographic -- is the result of media exposure coupled with a compelling call-to-action and offer. The equation looks something like this:
SMS Call-to-Action Response = Media Exposure x Call-to-Action Strength x The Offer Value
If you follow the five rules below while keeping this in mind, you'll be on the way to creating a powerful SMS call-to-action and offer.
1. Your shortcode is your new URL.
2. Don't forget about the value proposition!
3. Out with vanity codes.
4. When in-venue, remember the rule of three.
5. If online, stay online.
Remember, mobile is a teen's remote control for their world. It holds the key to their friends, family, social networks, and it goes with them everywhere. So respect the unique perspective and needs of teens, and you'll get them engaged in your mobile program.
(This post is based on an article I wrote for MediaPost. For the full article, click through to MediaPost here.)
Steen
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Posted by: Bulk SMS | 05/11/2010 at 01:14 AM