The holiday season has been quite busy for the studio. MOBIBO has been building up steam through different avenues of exposure via social media, traditional print media, and television spots. One of the most difficult things for the team to establish is the most effective use of marketing resources. We have dabbled in a variety of different strategies but finding the correlation has been an interesting conundrum. How does one decipher the immediate impact of a form or advertising, or at least analyze the empirical value of a certain modality. The correlation between user download trends and media buys is the rough way of hypothesizing about success rates.
The earliest television spots from local news outlets provided the largest calculable increase in downloads. Between the brevity of air time, broad demographic, and being beholds to the mercy of the editorial staff, the end results were highly encouraging. I believe the borrowed ethos of trusted local news anchors spring boarded MOBIBO into the hearts of many of the locals. To contrast, a radio spot on WWJ radio did not have such a large impact as the local news did.
Print advertisements have been distributed over the past few months to local markets around the area. I don’t know the actual relevancy of print advertisement nowadays; I can imagine how they would not be the most effective method of media advertising. I was reading likeable social media by Dave Kerpan and there were some interesting insights into how to alter one’s mentality regarding marketing strategies. A resounding theme was to think in terms of the user or consumer, not the marketer. If a consumer hates commercials, junk mail, spam email, radio ads, etc., then those avenues are probably not the most persuasive tactics to utilize.
I have been looking into different sorts of online promotional opportunities or review sites. While Mashable is the largest blog source for trending social media news, our application into their “Spark of Genius” concept highlighting did not lead to budding fruits. I found a startup review site called killerstartups.com and submitted an application. Around Thanksgiving time, MOBIBO was given a little review/spotlight on their home page. Killerstartups allows users to visit and vote on whether or not they like the idea and it will move the company up in the rankings. We ended up in the top 10 for the month of November and generated a lot of buzz about the concept and the company. Unfortunately, much of that buzz came from Australia, Spain, India, and England. That strikes me as pretty neat that the concept was just as attractive to other places in the world!