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% <strong>Magazine</strong> 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 | <strong>InsideOutdoor</strong> | <strong>Fall</strong> 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
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