Knovolo Mobile Marketing Reviews
Over a year of Mobile Marketing at Blue C Sushi
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It’s hard to believe, but it was exactly one year ago today that I posted about mobile marketing efforts at Blue C Sushi. I’m happy to report that they’re still at it, and although I don’t think they read my previous post, there are some notable improvements.
University Village's Blue C Sushi Mobile Marketing
This ad offers a free plate of sushi for anyone that votes for Blue C Sushi in King 5’s Best of Western Washington competition. All We had to do was scan the code, vote, and show our waiter. Free food! Best of all, the website that the QR code points to (http://q.msky.us/r/J49Q), is mobile-optimized. Since this site is hosted on king5.com, Blue C Sushi doesn’t get much credit for that component, but they do get kudos for having a mobile marketing campaign with a great incentive, easy & quick access, clear signage, and yummy food.
Here’s a screenshot of the mobile site, which is quite user-friendly and loads without too much delay.
Blue C Sushi's QR code points here
Tags: good qr code, Mobile Marketing, mobile website, QR code
Tutta Bella QR Code for Happy Hour Menu
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Here we have yet another example of a poorly-conceived QR code campaign.
But before we get into the muck, I should start by saying that I’m a huge fan of the graphic that Tutta Bella used to make their QR code more visually appealing. Rather than just a black-and-white square filled with weird boxes (like most QR codes), Tutta Bella made theirs red and blended it into a tomato graphic. Nicely done.
This graphic incorporation of a QR code is great!
Unfortunately, this is where the goodness stops. Firstly, the only way to interact with a mobile device is by scanning a QR code. What about smartphone users that don’t have a QR code reader installed yet? What about non smartphone users? There should also be a simple URL and perhaps an SMS call-to-action.
As for the QR code, rather than taking the mobile user to a mobile-optimized webpage that presents the menu in an aesthetically-pleasing format across all mobile devices, this QR code points to a 4-page PDF.
What’s wrong with pointing a QR code to a PDF? Well, in principle, it’s okay as long as it’s easily viewable on mobile devices.
This PDF, however, is not friendly for mobile users. I had to scroll in to read, back out to navigate and see what part of the page I was looking at, and the whole time I had this nagging feeling that I was missing something.
Even if a PDF is formatted to look good on mobile devices, you’re pretty much just looking at a picture. A webpage however, allows you to easily navigate to and from other pages, watch videos, expand and contract text, fill out forms, and other fun stuff like that.
Finally, who’s going to look through four full pages on a small screen just to place an order? PDFs sound like work, especially if you have to pinch and swipe, squint and furrow, zig and zag just to relax at happy hour.
Tags: Mobile Marketing, mobile phone, QR code, tutta bella
Texting for “Free French Fare” at Mon Ami Gabi
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The marketing folks at Mon Ami Gabi were certainly headed in the right direction when they set up their texting program, but it falls short in many ways.
Flyer from Mon Ami Gabi Restaurant with SMS Call to Action
As a customer that is rather attached to my mobile phone, I was intrigued by the text message call-to-action (CTA) on this flyer. I texted in the slightly-awkward keyword to the short code, expecting to find out what “French Fare” meant. All that I got back was an automatic response message thanking me for signing up, telling me that I can opt out, and assuring me that I wouldn’t receive more than 4 SMS a month.
This was quite anticlimactic! I’m now signed up for something, but I don’t know what it is. Coupons to the restaurant? A T-shirt? A free trip to Paris? There’s nothing further for me to interact with and I have nothing in particular to look forward to.
I would prefer that the flyer or response text message explain what is going on. It would be nice to have a clearer incentive follow the CTA, and immediate gratification for having texted in. I’d like to know that I’m now part of the MAG “mobile club,” or that next time I can reserve a table via text, or that I can get a free drink at happy hour next week by presenting my confirmation SMS to the server.
Overall, Mon Ami Gabi is certainly headed in the right direction to engage its customers on their mobile devices, but this campaign reminds me of what we were doing in 2007. Today’s mobile campaigns should have one or more of the following: excellent mobile-optimized webpage, QR code/MS Tag, social network integration, clear CTAs, mobile coupons, mCommerce options, GPS functionality, and something that immediately grabs consumers.
Nevertheless, this is further proof of mobile marketing and engagement finally having a real presence in retail & marketing in the United States, and I look forward to MAG’s next mobile effort!
Tags: Mobile Marketing, mobile phone, SMS, Text Messaging
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