SUCCESSFUL SHORTCODES: TIPS FROM THE CANADIAN WIRELESS TELECOMMUNICATIONS ASSOCIATION(CWTA).
Marketing has as much important as content provision if one wants to make money on
this alternative mass medium, the mobile medium. Short codes are tools for successful
The tips outlined below were drawn from the document: “Tips for campaigns” by the
Canadian Wireless Telecommunications Association (CWTA).
Six tips I want to share with you are:
1. Clearly define your goals.
2. Make the short code campaign interactive.
3. It should be relevant.
4. Response Immediate!
5. Give it ease of use.
6. Provide opt-in, opt-out and help features.
CLEARLY DEFINE YOUR GOALS: Know what you want to achieve: increased
participation; target group feedback; new product introduction, brand awareness or
even brand loyalty? Your goal is much as important as getting the target group to
MAKE THE SHORT CODE CAMPAIGN INTERACTIVE: Reward participants. Be
generous and make sure they realize it.
IT SHOULD BE RELEVANT: Target-audience and situational relevancy of your
campaign will drive response. Imagine you want to promote a banking product, what
would be your target group, a gambling public or a set of young, mobile salary earners?
Would you want it to take place in conjunction with a sports event or an exhibition that
will draw stakeholders in the financial industry?
RESPONSE IMMEDIATE: Think immediacy of response. Always acknowledge the
participation of each and every mobile phone user. Be a gentleman. Never wait until your
support staff start logging customer calls as per the campaign.
GIVE IT EASE OF USE: Sending of the message should be easy, the messages short,
codes consistent and code retention a treat for even dummies.
PROVIDE OPT-IN, OPT-OUT AND HELP FEATURES: Oneth after a million times,
all short codes must be permission based! Opt-out should also be easy for mobile phone
users. We’re still in the middle of an internet spam filtering battle to create another
industry of mobile spam. Provide a “HELP” feature where mobile phone users can
receive more information. Employ user-friendly texts.
The CWTA site is: http://www.cwta.ca. If you write me, I can send you the document