| Industry Best Practices
MMA Code of Conduct
Industry Advertising Guidelines
BEST PRACTICES: Operating a Successful Campaign
Common Short Codes (CSC) showcase the power of mobile communications by highlighting the versatility of wireless as more than a voice portal. CSCs present an unlimited array of contact possibilities all focused on increasing interaction with mobile consumers. CSCs help establish a two-way conversation with the people that matter most. your customers.
There are some critical points to keep in mind when creating and implementing an effective CSC program. This is by no means an exhaustive list, but each of these recommendations is important to the overall success of your campaign.
Get Subscribers/Promotion
| * |
Mobile interaction does not stand alone; rather it leverages other forms of communication including print, radio, television, online, and out of home advertising. |
| * |
All advertising and promotional material must clearly indicate if the service is a subscription. |
| * |
Subscription terms and billing intervals must be specified/disclosed to customer. |
| * |
Clearly communicate all material terms and conditions of the program. |
| * |
Service Pricing information
is clearly and conspicuously indicated. |
| * |
All advertising, promotional
material, and service Help message clearly
display the opt-out information. |
| * |
The service is not promoted
as "free" when premium fees are associated
with the service that the subscriber will
pay with a reasonable level of participation
in the program. |
Get Permission
| * |
It is vital to respect a wireless subscriber's right to privacy. ALWAYS gain permission from the people you plan to engage by employing an opt-in procedure. |
| * |
Gaining permission saves money. Each message sent costs money. Ensuring the customer wants to receive messages avoids any waste of your marketing budget. |
| * |
Sending unsolicited messages creates a negative impression and erodes brand recognition; prompting subscribers to avoid the service and file complaints. |
| * |
Avoid purchasing lists of numbers; always have customers opt-in and subscribe to receive content. For applications that require payment, create double opt-in process for subscribers that ensure willing participation. |
Get Creative
| * |
CSCs enable a host of possible applications, limited only by the ability to design and build the mechanisms to support the programs. There are however, three broad categories of campaigns: 1) Promotional, 2) Informational, and 3) Marketing. |
| * |
Review business goals and objectives. It is likely that more than one type of campaign will be applicable. Examples of each of these campaigns are contained in the "Case Study section of the website. |
|
