The card above was inserted into a restaurant check-fold. Let’s examine the call-to-action:
You could – use your smartphone, if you have one, to go online and visit the web address, which was not mobile-optimized.
First, you need a smartphone. Second, you need patience to wait for the site to load, find the content entry form, and pinch/zoom until you can fill out the form.
You could – put this card in your pocket or purse and carry it around with you until you’re at a computer, and then remember to pull out the card, visit the website, and enter.
Nobody likes to carry junk around in their pocket or purse. A few people may do this, but not many. When was the last time you did?
What’s a better a call-to-action?
How about – “Text the word DUBLIN to 12345 for your chance to win.” There’s a greater chance their phone can text message than go on the mobile web, not to mention text messaging is easier than bringing up a website, especially one that isn’t optimized for mobile.
You can even ask for their email address. In the first auto-response text message you can ask them “To complete your contest entry, please reply with your email address.” This will net two pieces of contact information at once; mobile phone number and email address.
People are distracted and busy. Text messaging is quick and easy.
This restaurant check-fold card is just one example. There are plenty of examples everyday where traditional advertising channels are asking consumers to “call now” or “visit a website” when they should be asking the consumer to pull out the phone in their pocket and send a quick text message. Take advantage of their interest at that moment and give them something simple to do. You’ll build a larger database and generate better results.
What do you think? Have you tried this before?