Fall - InsideOutdoor Magazine

Data Points
40%
Consumers Conversely, Are respondents Most Interested also find messaging Seeing on Sale digital and signs received a mobile offer, while about the 34% same percentage 31% was
less Product annoying Info than on Screen nearly all other media, and acceptance is a worried about the 30% cost of airtime.
“How “critical interested component would you of be effective in seeing media,” ... on large the video report screens concludes. in stores?”
21% 21%
Incidentally, the most annoying form of advertising when
20%
15%
Mobile Marketing Offer Responses
12%
comparing all forms was online advertising, say the findings,
% of
8%
Specials viewed as an annoyance by 67 percent of respondents. 81%
10%
Responders All 3%
Offer Types
Products
72%
to Mobile Respondents
0%
When Comparing Digital Signage With
Very often or Frequently
Offers
Sometimes Rarely/Never N/
al Events Other Media, Only Newspapers Were Found 68%
Responded to a text message always for product reador service read 70% read 17%
News To Be “Less Annoying” than Digital Signs
Participated in survey sent to mobile phone 42% 10%
67%
Source: MarketingSherpa
Media
% of Base
Responded to email offer for product or service 30% 7%
Weather
67%
Newspaper 23%
Responded to Web offer on mobile browser 22% 5%
al Shows Digital signage 26% 52%
Responded to a coupon offer 18% 4%
Billboard 26%
Source: Direct Marketing Association
Card Info
50%
Magazine 33%
ic Videos
TV 51%
49%
That seems to suggest that as data services get cheaper or
Radio 52%
continue to move toward unlimited plans, and as mobile messaging
orts Info
46%
Internet 67%
becomes more prevalent, a huge uptake is possible. A lack of interest
and Trivia
36%
was cited by 45 percent of non-responders. Interestingly enough, 18
Source: SeeSawNetworks
percent of non-responders said either that their phones did not have
0% 20% 40% 60% 80% 100% the capabilities or they simply did not know how to use it.
Energy Policies
If your company Base: is feeling Consumers the pinch 18+ of rising energy costs, Reasons for Not Responding to Mobile Offer
you’re not alone. Just less than 70 percent of small and midsized
Source: Arbitron businesses surveyed by the National Small Business
I was not interested 45%
I have never received an offer on my mobile phone 33%
Association have taken action this year directly related to rising
energy costs. The most prevalent move is to simply increase
prices, named by 37 percent of respondents, while a third of
It cost me airtime or money to respond
My mobile phone doesn’t support this capability
32%
13%
firms have reduced business travel.
My phone has the capability, but I don’t know how to use it 5%
A Majority of Shoppers Find Retail Video Displa
Businesses have been forced to take steps to
mitigate the impact of higher energy prices.
“In response to rising energy costs, which of the following
steps have you taken?”
Cut production schedule or commenced
other conservation measures
None
11%
31%
Increased
Invested in
37% Prices
Energy-Efficiency
Upgrades
18%
3%
Increased Use of
Public Transportation
33%
Reduced Amount of Business Travel
Source: National Small Business Association
10%
4% Reduced
Employed Benefits
Reduced Workforce
Texting Tops Mobile Offers
Among the 24 percent of mobile phone users who have
responded to mobile marketing, a full 70 percent say they
have responded to a marketing text message compared to
42 percent who’ve responded to a survey and 30 percent to
email offers, according to findings from the Direct Marketing
Association. Of the 74 percent of respondents who did not
respond to mobile marketing, 33 percent said they had never
10 | InsideOutdoor | Fall 2008
60%
50%
54%
Transactional email
Typical opt-in messaging
Other 5%
to be Helpful
Source: Direct Marketing Association
“Do you think that video programs featuring product or sale
Overall, about
information
one-fifth of
are...?”
mobile marketing responders
indicated that they respond to three or more offers a month.
Not surprisingly, younger, “Very single Helpful” and the more affluent cohorts
are more likely to interact with
16%
mobile messaging, says DMA.
Gift Cards Get Personal
The perception that gift cards are impersonal is the top
inhibitor to consumers purchasing them, according to a survey
from National Research Network. So one way to increase gift card
sales and help them stand out in a dense marketplace is through
the “personalization “Not of at gift Allcards,” says Keith Maladra, National
Research Network Helpful” vice 22% president. Of course, personalization
means knowing customers better, so NRN tells us that gift card
purchasers are most likely to be female and between the ages
of 18 to 24, while Christmas and birthdays, not surprisingly,
were cited as the top occasions for gift card giving.
Base: Consumers 18+ who have seen retail video
In 2006, consumers spent nearly 18 percent of their 2006
total holiday merchandise Source: Arbitron gift expenditures on gift cards, up
from 13 percent in 2005, says the International Council of
Shopping Centers. In 2007, meanwhile, respondents to the
NRN survey claimed to have spent $262 on gift cards, at an
average of $52 per card. NRN also found that 15 percent of
gift card recipients spend less than the total gift card amount,
benefitting the card issuer.
“So
H