Mobile wallet ads are like little pieces of magic in a prospect’s mobile phone.
What kind of magic is this? Well, spend the next five minutes reading and I’ll tell you all about it. You have likely heard, by now, that SMS marketing is THE most responsive method of communication with prospects.
A lot of people haven’t heard that the fine for sending an SMS to the wrong number can be as much as $12,000 per number if the FCC decides that those messages were spam.
Um, yes, that’s twelve thousand dollars per incident. Kind of pricey if you make a mistake… not to mention that SMS is not free, it’s one of the more expensive means of marketing (of course that’s why it works so well, nothing in life is ever free!) to customers and prospects.
Lock screen notifications appear as the same type of message on most phones – and most people still have lock screen messaging enabled. Not everyone, but such is life. Enough do that it’s worth your time to investigate the process and understand what happens and how it’s magic.
Sending a lock screen notification is free, has no risk, and gets a GREAT response rate (just like SMS).
Now that we’ve beaten that horse to death, let’s move on to the important bits here – how can you quickly and easily set up lock screen notifications, send users to a logical URL when they click through, and maximize your responses? Oh, don’t forget cheaply and easily –
This is a lock screen notification – the first one on the list is generated by the mobile wallet ads, the other two are generated by the Twitter app.
As you can see, the ones generated by Twitter look just like the ones generated by Apple Wallet (this is an iPhone so this is what iOS notifications look like). If you’re not sure whether you should build an app or just go with the cost effective mobile wallet ads solution, let me direct you to a podcast episode that will give you some insight –
Lock screen notifications are an integrated, and integral, part of mobile wallet ads – one really doesn’t exist without the other. The wallet is a quick, easy and cost effective means to deliver the message. The message then prompts the user to click through to the wallet ad, which has your content or other marketing material.
It takes just a few minutes to create a mobile wallet ad – (this is the wallet ad for our podcast that I linked to above – each new episode updates on the front) –
And about the same time to fill in the blanks on the back –
It takes less than ten minutes to create a new mobile wallet ads campaign.
Each time you update a mobile wallet ad, you have the option of sending a lock screen notification. You can also set up lock screen notifications for geo or proximity based events as well – such as a customer arriving at your open house (realtor marketing), entering your store (brick and mortar), attending a speech (trade shows and events), and more.
You can see the immediate results of your campaign by looking at the stats for your call to action – for instance, if you asked your prospects to go and like a Facebook post (yes, you can set up lock screen and mobile wallet ads to help build your social media presence), then you should immediately see more views for the FB post (and potentially more likes if it’s a good post!)…
What happens if you don’t get a good response?
While we don’t suggest that you message again within 24 hours (unless you are hosting an event, trade show, conference, etc where people expect a lot of updates), the lack of response tells you that either your lock screen message was ineffective, or your mobile wallet ad needs a bit of work.
Just like crafting a good email subject line or designing a Tweet or FB ad that gets a good response, you do need to spend a bit of time on your text lines – they are by far and away the most important bits. Having a good graphic on the front of the pass is how you get initial interest, but the CTA text is where it’s at long term.
Wait 24 hours (minimum) and send another message to check the response rate.
Just like email marketing, you wouldn’t bombard your list with emails because you sent one that didn’t perform; that would cause you to see mass unsubscribes pretty quickly. You’re probably going to want to look at your email marketing campaigns and see what subjects got the most opens – craft a version of these in 130 characters or less, and monitor your response rate.
Is it wise to message every day?
There are a couple of factors to look at here – what kind of business are you running? If you own a restaurant and you’re sending out the list of daily specials to customers who have signed up to receive them, then you’re likely going to be fine (although you might want to give users the opportunity, on the back of the mobile wallet ad, to ‘downgrade’ to a lesser schedule).
If you’re running an event, trade show, conference, etc and you have notifications throughout the day, DURING the event, then you’re going to be ok.
If you have a large user base, or you are constantly adding to your user base each day, then you might be able to send that often without losing more installs than you are adding.
If you have a smaller base, and you aren’t adding users as rapidly as you’d like, you’re going to need to keep a very close eye on the number of uninstalls that you are getting relative to the amount of messaging that you are doing; it makes no sense to lose all your users because you message them too often, now does it?
Common sense should be your guide.
It’s probably a good idea to err on the side of fewer messages than too many – especially at first when you are finding your way. With the quick builds and easy way to check response rates, understanding when campaigns are falling flat should be simple enough, and you can adjust accordingly.
One last word – it’s also a good idea to let your prospects know that you’ll be messaging them when they sign up via your mobile wallet ads.
With our own campaigns, we handle it virtually the same way we would an email signup – we let the user know that we’d like to personally send them messages with relevant and pertinent information that they’re going to want to receive and will definitely want to use —
So that pretty much sums it up for you.