by Max Marbut
Staff Writer
According to the most current statistics, about 80 percent of the population uses a cell phone, iPhone, Blackberry or other hand-held communications device. The technology has changed how people communicate both on a personal level and in business. And, now wireless or “mobile” is changing the way many companies market their products and services.
Two local entrepreneurs, Jennifer McCoy and David Nies, have combined their backgrounds in marketing and advertising sales to open Ballyhoo Mobile Marketing. It’s another way for companies to reach their customers and clients that takes advantage of the trend toward constant and portable communication.
“Mobile marketing doesn’t compete with print or radio or television, it supports those media. It’s real-time immediate contact,” said Nies.
One of their clients, Cox Radio, Inc., uses the service to connect with listeners and helps advertisers gauge how well ads are performing, said Account Manager and Marketing Consultant Earl Sutton.
“Obviously in radio we’re always looking for new ways to get out our message,” he said. “Mobile marketing gets the message into our audience’s hands as quickly as possible and these days with advertising budgets getting smaller, being able to show clients how your station or stations are working is a huge advantage.”
McCoy said the service can also be used to invite listeners to events and could even bring back the time when disc jockeys took requests from people who wanted to hear a particular song.
Automobile dealers are using mobile marketing to develop sales leads and communicate service specials to their customers. They can also build a mobile database through contests that are advertised in more traditional media but depend on mobile marketing to complete the circle of contact.
The technology shouldn’t be considered another way to inflict spam on users, said McCoy.
“It’s all permission-based. People have to ask to receive mobile messages and they can cancel their involvement any time. But, it can help a business build a mobile database,” she said, then added a good example is a local vehicle dealer who developed a 3,000-customer list by giving away tickets to the Taylor Swift concert through a mobile on-line contest.
The price per message ranges from 5-7 cents and McCoy said that includes Ballyhoo’s consulting services in order to best use the technology in the North Florida market. Monthly contracts start at about $100 and after the initial consultation, a business can be “on the air” in five minutes. For about $500 a month a business can deliver 2,000 text messages up to 160 characters long.
The user demographics are revealing some unexpected aspects, said Nies.
“Mobile messaging started with the younger age groups, but now the fastest-growing segment of the market is women 35-54 years of age and men 45-54 years of age,” he said.
Sutton agreed and said there’s an explanation for the trend.
“The kids are teaching their parents how to use the smartphones so mobile marketing is working across all demographics,” said Sutton.
Entertainment venues are also discovering uses for mobile marketing. The Florida Theatre recently signed up with Ballyhoo and uses the service to stay in touch with the local live entertainment audience.
“We’re using it to offer ticket specials and ticket and drink specials for select shows. We’re building our database,” said Florida Theatre Marketing Director Kendall Barsin. “We’ve been using it for two months, so we’re still figuring out what our customer base wants to get out of it. I think it’s going to be another outlet people will rely on to get updated information.”
356-2466