In the preceding entry we talked about pushing forward with a mobile text messaging program in order to learn about – and take advantage of – the surge in texting behavior. And, to be ready for the not too distant day when marketing to cell phones comes into its maturity as a major force.
The question is, how much progress can you make in 2009 in building your list – a topic for our next blog entry – and creating programs that work for your business? The focus here is on how to begin the process.
First, who does it?
As the person who pays the bills, the business owner probably feels some ownership of any new program. This could be a mistake, especially if you have people in your organization who are seeking new opportunities.
Delegation is a good thing, period. As a rule of thumb, the more people you have involved in the process, the better. Here are some things to consider when you decide how to manage your mobile marketing campaign in your organization
Give an employee a specific purpose and responsibility to focus on, and show them that it matters with daily follow-up of even the most informal type.
Second, how do they go about it?
Many people – even bright ones you value – do not possess the creativity and initiative to go about this kind of thing in a systematic way. So, give them a framework for learning about mobile marketing. Here are some ways to do that.
As your expertise and experience grows, take things to a higher level. Chicago is filled with colleges and universities that have a tremendous interest in teaching new media. These may be business classes or they may be media classes. Ask a professor if you can present your issues to a class and see if an individual or a team want to take up your cause as part of their course work.
Finally, encourage your employee to take action. Especially at the beginning, be conservative and take baby steps. Use techniques you’ve seen others use and, monitor the results closely so you can see what works for you. Enjoy small successes and build from there. As the business owner or department head, stay involved and let them know mobile marketing is important to you.
We will talk more in future blog entries about how to design offers and measure results, and we’ll also talk about how to involve your entire organization in the mobile marketing program. In this entry we’ve talked about putting the program in the hands of one person in order to make sure that the responsibility belongs to one motivated person, and not a committee. As the program develops, you’ll want to encourage others to contribute ideas and help carry them out.
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