Building a mobile wallet pass is simple and quick.
Creating a pass that will generate the results you would like takes a bit more creativity sometimes. It’s good to tie it together with the rest of your marketing strategy, and utilize it to present a cohesive message with a clear call to action.
I came across an article from TechCrunch the other day – How Google Analytics Ruined Marketing – and the author claims that marketers today don’t really understand the difference in strategy, channel and metrics.
Now, none of this would be “television marketing” because “television marketing” is not a “thing.” “Television” is a marketing channel, not a marketing strategy. If I choose to advertise on television, “advertising” is the strategy, the advertisement itself is the content and “television” is the channel over which I transmit the advertisement.
A well designed mobile wallet pass is a piece of content that uses a recipient’s mobile phone as the channel that transmits the advertisement – and the advertisement is the message, or call to action, that you promote.
How do you build an effective mobile wallet pass?
Let’s take a quick look at the front of a mobile wallet pass.
The example I’m using is a Podcast Marketer pass that promotes our own podcast, Mobile Wallet Marketing Made Easy. We opt to use the QR code for added sharing potential on the front of the pass.
The front of the mobile wallet pass is like any other advertising image – it generates the initial interest in you or your product for the viewer.
The headline or tagline is also meant to create enough initial interest from the user that they will add the pass to their phone, and then you can market to them in near perpetuity – since 90% of passes stay on the phones that download them.
Marketing campaigns have always involved the creation of a message, the insertion of that message into a piece of content and the transmission of that content over a channel to an audience.
Finding the right channel does not mean limiting yourself to a single channel – it means finding the means to engage a prospective customer, or referral, with simple options on the channel that they prefer.
Crafting a story that reaches across multiple channels, using a variety of content, in order to present your message to your prospect, well, that’s advertising strategy.
And the last time I checked, you needed a strategy before you could create the content or determine the best delivery channel.
Not everyone loves a YouTube video, some people absolutely hate Facebook, and others really cannot stand email.
Why not offer them a choice in how they accept your message and learn about your story?
Here’s the back of another mobile wallet pass.
The back of the mobile wallet pass is where the real messaging occurs – this is your prime opportunity to create compelling calls to action that move the user into multiple channels so you can continue to tell your story, and reiterate your message.
On the back, you will include short blurbs and links to other content; you may also use a direct call to action. The example to the left shows the Phone Dialer being launched from a Click To Call blurb – so the user has the opportunity to take exactly the action you choose in a super convenient manner.
Unlike traditional mobile ad platforms that tend to take over a users phone screen and render the content they are trying to view into a state that makes it impossible to see, the mobile wallet pass offers flexibility to the sender and the receiver.
You can send a lock screen notification to the user, based on proximity, location or time. And the user knows that you’re messaging them, they see it on their screen. But the choice remains with the user – stop and look at your message now, or wait until it’s more convenient.
Users love this kind of thing you know. Let me say that another way. Giant pop up ads on mobile devices are stupid. And they don’t work.
So what we have here is the ability to market without pissing off the end user.
This is pretty important, actually. But don’t take my word for it. Samuel Scott says so too.
The online advertising industry is committing slow suicide through the use of intrusive platforms that are so invasive that people are choosing to block ads altogether.
Trying to force people to view your ads, especially on their tiny, valuable mobile real estate, is a waste of time.
Develop a mobile marketing strategy where you can tie your message into multiple channels, use connected content, and present a cohesive message… that’s what you’re going to have to learn to do if you want to be competitive today.