mkodo mobile boosts attendance at dmg world media events
October 2004: In a campaign involving 45,000 text messages, mkodo, the interactive mobile messaging specialist, will be supporting forthcoming consumer events for international exhibition and publishing company, dmg world media, a subsidiary of the Daily Mail & General Trust plc. In an exclusive contract for four shows, mkodo will provide mobile messaging services for dmg utilising the mkodo Intelligent Mobile Platform (IMP). The shows involved in the campaign will be high profile consumer events including the Daily Mail Ideal Home Show (2-28 March 05) and The Vitality Show (7-10 April 05). Autumn Ideal Home Show (8-17 October) and Daily Mail Ski & Snowboard Show (13-17 October) have just finished enjoying successful supporting mobile campaigns.
The mkodo IMP platform enables marketers to develop and manage mobile marketing and commerce services from their own desktops. Using the IMP system, thousands of people can be updated with information via their mobile in an instant. As part of the dmg world media campaign for the Daily Mail Ski and Snowboard Show, was a Text 2 Win competition in collaboration with ifyouski.com and Pitcher and Piano. A question relating to the Daily Mail Ski & Snowboard show was displayed on posters in Pitcher and Piano bars. The call to action was to text in the answer to win a holiday for two.
Caroline Turvey, marketing director, dmg world media said: "Our shows reach a very diverse audience with thousands of people attending each show. Using the mkodo platform we will be able to communicate with the extensive dmg database quickly and easily and provide timely last minute reminders. Mobile is a really efficient way to market shows such as ours and we anticipate that it will help drive attendee traffic."
Sue Parker, executive director, mkodo said: "Mobile messaging at events has proven to enhance the experience of attendees and maximise return for organisers. In previous mkodo client campaigns, over 50% of attendees were engaged successfully in interactive messaging for reminder messages, at-event texts and post-show surveys, adding value and enhancing the show experience."
Consumers who are part of the dmg database will receive a series of reminder mobile alerts. The mobile alerts will initially advise those registered on the database that the show date is coming up. Last minute text messages will also prompt visitors to encourage and secure attendance.
The mobile marketing of each show demonstrates the ease of use and instant nature of the mkodo IMP. Campaigns can include up-to-the-minute information controlled from the convenience of any online computer.
