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Setting up a Mobile Marketing Program: A Primer

by Allison Gower  |  
November 3, 2006

Quick—is your marketing mobile? Can your message reach your on-the-go audience and can your in-motion customer interact with you wherever they are?

In the past, as long as you were advertising out-of-home, you could have answered "yes." But today, unless your media plan contains a significant amount of mobile-compatible mediums, you are not optimizing your reach.

The mobile phone is everywhere and goes everywhere, and consumers are increasingly comfortable using all of its features, including text messaging, Web browsing, and more. Text messaging, for example, continues to grow exponentially year after year—and it's no longer just a teen or tween thing.

Creative advertisers recognize the potential for adding mobile marketing to their mix, especially for products and services that appeal to a mobile, on-the-go audience. For example, two major restaurant chains in Houston recently added a text messaging component to their point-of-purchase displays and in-store signage, as a way of engaging with interested customers, promoting new offerings, and rewarding those who want a deeper relationship with the brand.

In fact, text message programs are ideal for extending the reach and "stickiness" of your existing campaigns, and for enabling interested consumers to opt in for more information.

All advertisers have loyal communities that want to know more about the marketing message. Many in those communities would interact more with your brand or service if it were easier for them to do so. Texting works—it's quick and easy for customers and it can be added to existing marketing efforts with little effort and very low costs, if you have the right text-to-shortcode provider.

Let's look in greater detail at the restaurant examples I mentioned.

Popeyes Chicken & Biscuits recently conducted a text messaging campaign in its Houston-area stores that rewarded customers with a ready-to-use coupon sent to their mobile phone. Promoted via outside signage and window clings, the campaign was designed to encourage consumers to try a new chicken sandwich by awarding them a free drink and fries.

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Allison Gower is cofounder and president of qtags text, a Houston-based provider of SMS and text messaging programs for advertisers. To learn more, go to or

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