Sunday, July 14, 2013

Utilizing Mobile Marketing to Increase Sales


A lot of people are using their mobile phones to access information on the Internet because it is more convenient.   My April post, Mobile Marketing Leads for Innovative Business and their Adventurous Leaders, sheds some light on the statistics that prove this point.  Although we have the statistics, it has been documented by Reach that less than 2% of U.S. marketing spending goes toward mobile advertising (Godinez, 2013)http://digitalbarandgrill.com/5-reasons-why-mobile-must-matter-in-2013/. The reason for this, according to Godinez, successful digital business strategist, practitioner and educator, is that it is still an uncharted territory.  Mobile advertising is one of the hottest web marketing innovations, but businesses must know how to strategically implement it as part of their business plan and marketing goals and learn which tactics to use to get ROI. In this article, I will describe what a mobile marketing strategy could be and discuss some tactics businesses’ in the bar and nightclub business can use.

According to Dave Sribnik, director of trends and technology at Marke Team, sales and promotion agencyhttp://mktminc.com/, 70% of mobile searches lead to one action within one hour (Ponchione, 2013). So if your strategy is to increase sales, this is definitely where you want to spend your marketing dollars.  You are going to get a 70% return on your investment.  According to Sribnik, mobile technology in business is especially convenient for customers who are looking for places to eat or drink on the go. So how do we take advantage of this trend and these statistics?

The first tactic that Sribnik suggest is for businesses to create mobile-compatible websites instead of apps (Ponchione, 2013)http://www.nightclub.com/nightclub-management/marketing/mobile-s-ubiquitous-appeal.  “With a mobile compatible website, a business can have links to all the important websites like Yelp, Foursquare, Facebook, Instagram and Pinterest”, say Sribnik.

Second, use mobile to photo share.  “One just has to look at the success of sites like Pinterest, and Instagram and even Facebook, it is the present and the future “, says Sribnik.  You know when people go out they like to take pictures of how happy they are and friends they haven’t seen in sometime and the clothes they wear.  It is like a momentum they keep to share their life stories.  This is a perfect way for any nightclub to become a part of their customer’s celebration of life.

Third, bars and nightclubs can utilize quick response codes. These codes came from Japan and are used to transfer information from a transitory media to a cell phone (Lyne, 2009). They can be put on your website and customers can get location of business, coupons, look at menu, etc., (Lyne, 2009).  “With a well thought out promotion or marketing plan, it can be extremely valuable, said Sribnik” (Ponchione, 2013).

Fourth, near field communication.  NFC is available on all android smartphones.  It allows phones to “talk” to each other through a tiny chip. This chip can be placed on menus, tabletops, waitresses and waiters clothing, etc.  Businesses can then send messages to the phone to send them to their menu or to Facebook or Twitter pages. (Ponchione, 2013). In this way, they can keep in constant communication with the patrons while they are in the venue.  A business can use this to announce the latest event or promotion, to advertise a special drink or food item, they can even have patrons view tweets, answer customer service questions, order drinks, conduct contests, etc.  “ The possibilities are endless”, says Sribnik”(Ponchione, 2013).


Godinez, J (2013,Dec 6).  5 Reasons Why Mobile Must Matter in 2013.  Digital Bar and Grill.  Retrieved from http://digitalbarandgrill.com/5-reason-why-mobile-must-matter-in-2013/

Lyne, M (2009, Oct 15).  What is a QR Code and Why Do You Need One?  Search Engine Land. Retrieved from http://searchengineland.com/what-is-a-qr-code-and-why-do-you-need-one-27588

Ponchione, A (2013,April 2).  Mobile Ubiquitous Appeal.  Nightclub and Bar.  Retrieved from http://www.nightclub.com/nightclub-management/marketing/mobile-s-ubiquitous-appeal


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