Bloomingdale’s ties “The Knot” with Mobile Marketing

Major American Department retail chain, Bloomingdale’s, decided to tie “The Knot” with mobile marketing. With their elegant yet effective advertisement, Bloomie’s used an interactive mobile marketing campaign to drive traffic to their registry program. In the most recent issue of the trendy wedding magazine, The Knot, Bloomingdale’s displayed a QR code accompanied by an MMS text-in call to action “Text MONIQUE to 21534”.

Bloomingdales mobile marketing campaign mogreet

Bloomingdale's Mobile Campaign in "The Knot" Wedding Magazine

There were many great points of execution on this mobile campaign. Let’s hit the top 3 key takeaways:

  1. Everyone can access it – QR codes are catching on with consumers and valuable for delivery of rich media, but unfortunately, people without QR code scanners or smartphones cannot participate. With a text call-to-action using MMS, readers can easily text in without web connectivity or an app, and receive an MMS video straight to their phone (even a feature phone).
  2. Clear instructions and purpose – Plenty of marketers slap on QR codes and text call-to-actions hoping people will participate. The problem is if you don’t set expectations or give them a reason to text in or scan, the user won’t because who knows what they will get, a video or maybe even a link they can’t access. Bloomingdale’s did a great job addressing this common problem by stating before the mobile call-to-actions, “3 Easy ways to see more about Monique”. As a reader, you know that when you scan or text-in, you’ll be getting more information.
  3. Content is king! – If you scan or text-in, the high quality video that plays, showcases the Waterford line of fine china that the advertisement is promoting. The MMS message includes the video, a call-to-action to open a wedding registry and a link that you can sign up via mobile landing page. This is all perfect content that is in line with the promotion. It’s critical to have value in the message that the user receives, although it seems like a no-brainer, it’s a common mistake marketers make when crafting their mobile message. Sometimes they include a link without a compelling call-to-action. If the user has taken the step to text-in, make sure it’s worth their while and lead them to a desired action, such as a purchase or signing up for a registry.

Bloomingdale’s is certainly not alone when it comes to incorporating mobile into marketing collateral and advertising campaigns, but this was an exceptional way to get a targeted audience engaged. While retailers amp up their mobile marketing, companies and brands from all industries should take notes and make sure their mobile campaigns include the most effective types of content and promotional strategies for their audiences.

Have you seen this campaign, what are your thoughts?

Contributed by Jackie Truong, Marketing Coordinator

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About Mogreet
With all of the clutter and confusion about mobile marketing and MMS message marketing on the internet, this blog is to help you with news and tips in mobile marketing. About Mogreet We help brands & agencies communicate via mobile messaging - in vibrant video, images, & audio MMS. Text MMS to 21534 for a live MMS demo. Msg&Data rates may apply.

3 Responses to Bloomingdale’s ties “The Knot” with Mobile Marketing

  1. vlad says:

    QR code is a great invention people made. I’m making mobile apps currently and find it really cool to implement QR codes into them. I’m amazed at QR code coupons Snappii app builder allows to create. They are really helpful for small businesses.

  2. Darren Press says:

    Yes, definitely recommend including text-in call to action, along with the QR code in print advertising like this. You need to give consumers multiple ways to interact especially as you say Jackie, not all consumers are familiar with QR codes, or indeed many have phones which do not support readers.
    Darren Press – Third Screen/MOBIPOST

  3. We’re seeing that customers want discounts and coupons at the end of a QR scan – and react poorly to simple information.

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