Tuesday, December 30, 2008

Case Study: Sweepstakes and Mobile Marketing

Publishers Clearing House (PCH) is one of the longest lasting direct marketers around. I don't think there's an American out there who hasn't wished and dreamed that Ed McMahan and team would show up on their doorstep with a giant check for millions of dollars. This visibility and recognition is a true testimony to Publishers Clearing House's longevity and marketing ability.

Whether you're a fan of sweepstakes or not, I don't think that anyone can argue that this direct marketing expert, PCH, has used sweepstakes successfully over the years. What's more, they've been able to expand beyond direct mail (and they were darn good at getting consumers to open their mail and interact with their piece); PCH has embraced a true multi-channel strategy.

Well, now they're jumping into Mobile Marketing, and with a vengeance. My opinion: when PCH decides to use a new channel, it's probably time for all direct marketers to take note and learn some things.

Take a look at this article from Mobile Marketer: Publishers Clearing House outlines 2009 mobile strategy
Publishers Clearing House, a longstanding sweepstakes giant using the direct mail and TV channels, is targeting a younger demographic with online and mobile initiatives.

“We are the premier sweepstakes company in the U.S., so people know who we are, but the challenge is maintaining relevance for the changing population that is using Internet and mobile applications more and more,” Alex Betancur, vice president/general manager of the PCH Online Network, Port Washingon, NY.
The article outlines PCH's strategy in developing mobile marketing apps with a focus on entertainment. It also briefly discusses their social marketing tactics. For anyone considering incorporating Mobile Marketing into their direct response mix, this article provides some nice detail.
“It will be interesting to see how it (mobile and social marketing programs) takes, because it’s a different demo, different customers that we’re targeting,” he said. “We are direct response marketers, so we test the waters, and once we get the formula right, we push advertising to make it successful.”


Ramnika Rathi said...

According to the Wikipedia, Mobile marketing can refer to one of two categories of marketing. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a mobile phone (this is an example of horizontal telecommunication convergence). Second, and a more traditional definition, is meant to describe marketing in a moving fashion - for example - technology road shows or moving billboards.Marketing on a mobile phone has become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content.

I want to know we have to prefer mobile marketing. Is it Good for Business.

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