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One of the first questions I get from clients when discussing the integration of mobile into their marketing initiative is, “How do I get customers to opt-in to my mobile subscriber list”?   Kim Dushinski, of mobilemarketingprofits.com wrote an interesting blog post titled, Everybody Starts At Zero, which explains that all companies, large and small, start with no individuals on their mobile list.   She continues to add that in order to build a list you must first execute a mobile marketing campaign to encourage opt-ins.  She is right, technically, every mobile subscriber list starts with no opt-ins, however, I advise clients that their are opportunities to build that list quickly if they leverage existing internal assets. Let’s talk about Asset Activation!So what is Asset Activation you might ask.  Well, it’s actually really simple.  If you’re like most companies you currently have some sort of email initiative or possibly even a direct mail program.  Well, the idea of Asset Activation is that you need to look to the assets you as a company already have. I’m referring to your email database or your direct mail list.  These are customers that have already (hopefully) accepted and asked for your offerings.  Why not add them to your mobile list?  See where I’m going?  Now…before I continue let me state that you cannot just add them to your mobile list, EVEN if you have collected their mobile numbers in the past. It’s important to know that

BUYING LISTS IS AGAINST THE BEST PRACTICES PROVIDED BY THE MOBILE MARKETING ASSOCIATION (MMA)

Asset Activation would be tapping into your email list by leveraging the customers you already know are interested in your brand.  Send out an email to your existing customers and inform them of your new mobile offering.  Providing an incentive is usually the best way to accomplish this.  If you are delivering value you’ll see many of those email subscribers become loyal mobile users.  The same applies to your direct mail list.  Add a call to action to your mailing encouraging customers to text a KEYWORD to your SHORTCODE to join the mobile program.  Rock The Vote did something similar to engage voters.  See their call to action below:

If you’re new to mobile, which you most likely are if you’re reading this post, then you should start with a simple SMS program that offers information alerts, savings opportunities (drive them to store), coupons and possibly even tie in a sweepstakes.  Get your customers used to interacting at this level before expanding into your next mobile initiative.  Don’t forget that mobile is a double opt-in channel. See how Rock The Vote followed up with the initial consumer text:

In Kim’s post she states that to build a mobile list you need to execute a mobile marketing program. Although placing a call to action on both your existing email and direct mail list would be described as a mobile program, I believe it’s slightly different than you adding that same call to action to your TV spot or print advertisement.  This lies in the fact that both your email list and or direct mail list is composed of customers that have already shown interest in your brand thus a great place to start. These individuals are an existing asset within your company, so leverage that first!

From there you would continue to implement your mobile offering via your simple “text in…” call to action across the rest of your marketing channels.  The great thing about mobile is that it will give legs to your other marketing channels.  For those billboards or gas station pump toppers, add the call to action and you’ll make your once non-interactive out of home media, interactive.  I won’t even go into tracking but utilizing various keywords in different areas and different marketing channels will provide valuable information about which marketing channel is resonating with your audience the best.

So as you’re planning your first mobile marketing program don’t worry that your list starts with zero because in most cases you’ll be poised to activate existing assets to start your mobile list with some strong momentum.

*Pictures Courtesy of Mobile Marketer