Demonstrate Your Value as a Mobile Specific Offering
Mobile usage patterns and habits occur in unique places and modes. Clearly communicate the use case scenario of a typical user who would engage with your mobile service. Make your scenario feasible, fun, and easy to follow.
Example: Your service lets users know when their favorite ice cream is on sale when they’re nearby the grocery store.
Help Brands Understand Their Customers
There will always be value to brands in emerging shopper marketing and consumer insights. In mobile, defining path-to-purchase is uncharted territory and to CMO’s, creating unique insights is a reason to trial in your service. If you’re a new mobile marketing service, use a case study, even if unbranded when published, to creative leverage. Don’t give away it for free to your clients.
Example: Apps that include credit card linking such as Shopkick and Foursquare will continue to report on store transaction data for 6-12 months after a campaign to understand how user purchasing behavior has changed.
High Touch Standout Service
From media planners to marketing managers, their time to experiment with mobile doesn’t scale. Self-service portals sound like a lot of work to the outside user, especially learning a new system. Offer managed services, dedicated account managers, and shine with customer service and responsiveness. Executives want to know when there are premium options available, even if they don’t always bite, so don’t leave them on the table.
Example: Custom created presentations and pitch decks tailored to your services are going to make the client’s life easier.
Pricing is in your control and gives you the choice of the type of clients you’re willing to manage. As a finer offering, standout by setting your price point above the fold to create visibility for your service. Also consider initial beta pricing versus the subscription cost as a fully launched service. As a new service that saves time through mobile automation tools and saves the customer the cost of hiring a specialist, get brands hooked at introductory rates.
Example: Price at your service at $300 today but communicate that the launch price will be $1200 per month. In addition to a 4x savings as an early adopter, make the customer feel welcomed in a position to build repoire and offer valuable input into the product that’s solving their needs.