Even if you and your marketing department staff know the value of a certain mobile marketing strategy, your hands are tied until the powers that be sign off with their approval on the project. They are, after all, the ones signing the checks that will enable you to do your job.
Oftentimes, execs are stuck in the past, and are uncertain about up-and-coming marketing strategies like mobile. It’s your job to convince them that the company needs mobile marketing in order to thrive. Here, a few steps to make your job easier.
Step 1: Gather the Data
To make your case, you’ll want as much information that casts mobile marketing in a positive light as possible. Essentially, you’ll need to build your business case with statistics.
Whether you need to validate the idea of converting your loyalty program to mobile wallet or explain why you need to leverage text message marketing, you need the numbers to back up your argument. Fortunately, there’s a wealth of data at your fingertips. Here are a few links to get you started.:
- US Mobile Consumer Report
- Mobile Wallet Guide
- Predictions for Mobile Marketing and Loyalty
- Mobile Marketing Case Studies
Tip: Use statistics from within the past year. Anything older will be irrelevant in today’s changing market.
Step 2: Develop Your Budget
You know the CXOs you present to will have one major question: “how much is this going to cost?”
Be ready with an answer. Again, research will net you what you’re looking for. Assign costs to any software you’ll need to subscribe to, as well as any design or implementation costs if you’re developing a mobile app. Don’t overlook human cost; if you need to outsource some of the work, get a quote from a professional before your meeting.
Realize, too, that conversion rate needs to be a part of the budget conversation. While mobile can be more expensive than email to execute, it also is more effective in terms of conversions. While the Cost Per Acquisition (CPA) might be higher with mobile, mobile can provide customer retention opportunities, which increases the Customer Lifetime Value (CLV). Make sure your audience is clear on the bigger picture value of mobile.
Tip: Separate out startup costs from ongoing. Your audience might balk at the high price tag of getting started, but assure them that those are only initial fees, and that the ongoing cost will be remarkably low.
Step 3: Get a Game Plan for Execution
If you get approval for your mobile marketing campaign, then what? You need to be ready in advance for actually launching your efforts. Identify your marketing team members who would be the most adept at owning the mobile component of your overall strategy, and make sure they’re up to speed on the technology and information they’ll need to get started.
Also, find a mobile partner that you can rely on to guide you through the process. You’ll need one with a robust mobile marketing platform you can use to launch campaigns and assess analytics. Keep those shareholders in mind when looking; they’ll likely want regular reports and metrics, so the platform should be able to provide them easily.
Tip: Walk through a demo of any mobile platform you’re considering so you can speak intelligently about it in your pitch.
Step 4: Be Ready with Answers
Before you speak with the executive team, try to guess what questions they will ask during your meeting. Consider that you’re going on the company equivalent of Shark Tank: the more you know about your idea, the easier they’ll be sold on it.
Be ready to address ROI, time to break-even, and data on the customers you’re trying to reach.
Tip: If you know the individuals you’ll be meeting with, consider sending a pre-email asking if they have specific questions they want addressed so you can plan ahead.
Step 5: Have Need-to-Know Information at the Ready
Chances are, your audience won’t want the nitty-gritty details of how you’ll execute your mobile marketing campaign, so if you’re creating a visual presentation, avoid overwhelming them with too many details. Keep the presentation centered around their concerns (cost, results, effort), but be ready to answer more difficult questions should they arise.
Tip: Keep your audience in mind throughout the visual and speaking presentation. Their interests will be different from those of your staff in the marketing department, so try to align yourself to their thinking for best results!
Getting executive buy-in is a case of putting yourself in their shoes. What do they need to say yes to your proposal? With planning and research ahead of time, you should be able to deliver exactly what they’re looking for.