This month at Full Sail University as part of the Internet Marketing program, I have been studying Mobile Advertising. We have cover all aspects of the subject from digital coupons, developing a mobile application, future trends of mobile advertising, to now we are studying targeted mobile advertising. When learning about what works and what doesn’t, it is important to look at case studies. A recent study I read was “case study: Moosejaw uses Mobile to Connect & Leaves Consumers Engaged and Buying”, posted on Messagebuzz.com. Moosejaw Retailers has successfully created a more integrated approach spanning marketing, e-commerce, customer service, branding, idea generating, customer reviews and loyalty programs. According to the author, Moosejaw did an exceptional job using mobile marketing tools across multiple communication channels creating customers that are Moosejaw’s salespeople and built a community of consumers.
I read the Moosejaw case study, then went on to search for another case in which the companies mobile advertising encompassed engaging and interactive content, reward points, discounts, deals or incentives, loyalty programs, product reviews, customer reviews, building a trusted community and building a trusted brand. I found a case somewhat comparable at Case Study Maurices. Maurices started in 1931 in Duluth, Minnesota. Minnesota is home for me so this store is of interest to me. It is a leading small town specialty store for the savvy fashion conscious customer with a twenty-something attitude. So you see they have a brand history and a great brand story to build a trusted community on. The two cases have some similarities, they are both retailers building on brand awareness through multiple new media channels. Moosejaw has done a better job of promoting that Moosejaw evangelist mentality.Moosejaw began its crusade in the customer service area by communicating with current customers via text and obviously, because customers want to hear about existing orders, shipping and other concerns, they opted in. Whereas Maurices started with creating an awareness on their Facebook page, it gained visibility quickly. This presence was driving brand awareness and consumer engagement and Maurices wanted to expand into mobile.
Maurices developed “The Maurices Mobile Style Club, a text messaging campaign that has exclusive promotions, style tips, select Q&A options and exclusive content. So by potential customers opting –in they would be receiving discount and “something in return”. Then Maurices integrated “Mobile Style Club” throughout all communications such as Facebook, direct mail, print advertising, Web site and in-store advertising. By doing this, they were creating brand awareness with continuity and there are opportunities for that community to be built on word of mouth advertising.
Moosejaw does a better way of creating engaging and interactive content with their humorous games, such a s “Paper, Rock, Scissors” and “Operation Sale”
A dynamic brand community was created with the Maurices Mobile Style Club. Member’s also have a option to text back with feedback or questions. They will get individual responses or questions can be posed to the group for feedback. Moosejaw has something similar and more personal with their customer service text back.
Here are 2 aspects of Moosejaw’s campaign that Maurices has not capitalized on yet;
· Moosejaw has a mobile Web site that enables customer to pay via Paypal. Every option that is available in a live store is available to the customer on the mobile device.
· Customers can submit product reviews and comments in their own words. Peer review has so much more significance to prospective customers.
Customers are very empowered when interacting with Moosejaw! Maurices has done some great things and I think they have further to go. The mobile advertising possibilities are endless.
Thank you for visiting my blog. I invite you to add any comments or suggestions you wish.
Debra D. Rapp
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