Please click here to listen to the archived webinar

Pepin Distributing Co., a distributor of Anheuser-Busch Inc. beer products, integrated mobile into its overall marketing mix and grew its opted-in mobile database to 12,000 consumers in six months.

A Pepin executive discussed case studies and his company?s mobile strategy during a webinar moderated by Mobile Marketer?s Mickey Alam Khan and sponsored by the Mobile Marketing Association.

?Consumers care about mobile and they find it fun to engage with products like mine via mobile,? said Bill Gieseking, director of marketing at Pepin Distributing, Tampa, FL, a distributor of Anheuser-Busch products. ?We?ve put mobile into our tool box and mobile has been completely integrated into our marketing mix.

"We knew we needed to build our database, so we partnered with the Tampa Bay Lightning, Bucs and Rays?we?re big sponsors of lots of major sporting events,? he said. ?Mobile has become totally integrated into all of our promotions, even account-specific programs, giving away a prize at a particular bar or restaurant, which is a value-add for our retail partners.

?Mobile saves me a lot of time and money?we used to put paper pull-pads at the POS for promotions, but now consumers can participate immediately via mobile and its very relevant?the immediacy and relevancy is why mobile is so important to us.?

Pepin Distributing partners with mobile marketing company Adz2Mobile to power its mobile initiatives.

Tying mobile into the mix
Mr. Gieseking talked about the benefits of integrating mobile at a regional level, in this case, the environs of Tampa, FL. He said that mobile completes his company?s 360-degree marketing approach.

The company issues mobile calls-to-action via local radio stations and collateral at retail locations that sell Anheuser-Busch products, asking consumers to text a keyword to Pepin?s short code 333222.

Mr. Gieseking recommends getting on-premise and off-premise retailers involved to drive more sales.

In January, ran a text-to-win promotion with the National Hockey League?s Tampa Bay Lightning that drove 1,800 opt-ins to its database in 45 days (see story).

Pepin asks consumers who opt in to verify their age by texting in their date of birth.

After 60 days, the mobile sweepstakes had generated 3,572 opt-ins.

Pepin ran a Budweiser promotion with the call-to-action ?Text KAYAK to 333222 weekly to win 1 of 2 Budweiser kayaks.?

In addition to Budweiser and Bud Light, the distributor also runs promotions for other beer brands under the Anheuser-Busch InBev umbrella such as Bass and Michelob Ultra.

One Pepin promotion asked consumers to text the keyword BASSC to the short code 333222 to enter the Bass barrel cooler giveaway.

A Michelob Ultra promotion carried the tagline ?Resolution: Live Life to the Ultra? and the call-to-action ?Text ULTRA to 333222. Text in to win a Michelob Ultra Trek bike! Now thru Jan. 31st.?

Pepin?s MVP Sweepstakes program for Michelob Ultra asked consumers to text the keyword PROAM to 333222 to win a golf experience at the Outback Steakhouse ProAm tournament.

After two months of running mobile initiatives, Pepin had a  total database 3,154 and an opt-out rate of less than 1 percent.

The company simplified the prize and redemption process with its prize engine and redemption codes, creating a dynamic mobile database for future opportunities.

After six months, the opt-out rate was still less than 3 percent, with higher consumer participation and higher retail participation. Pepin had created an interactive opted-in customer database that totaled close to 12,000 and continued to grow.

Why mobile?
Mr. Gieseking went down the list of reasons that mobile marketing makes sense for the brands he distributes and provides separation from the competition.

Mobile allows immediate delivery, letting brands engage consumers in real time, which supports a dedicated brand following, according to Pepin. Mobile increases market share and loyalty to the brand.

Mobile also reduces the cost and time associated with promotions and prize offerings.

In addition, an SMS call-to-action stimulates an impulse response that translates to additional sales and increased participation in promotional events.

Mobile increases sales and revenue via featured activities and displays that drive consumers to retail locations and enhance sell-through, as well as increase participation with events and promotions.

Mobile also helps Pepin go to market faster with new products, giving the company a solution for accounts both on- and off-premise.

Mr. Gieseking said that mobile increases the ROI of marketing via increased promotional penetration and message retention, giving legs to marketing messages.

By using different keywords in various calls-to-action, Pepin is able to define his reach per medium.

SMS lets brands create a mobile database, reaching new customers and enhancing the loyalty of existing customers by keeping the brand top of mind. It takes one click to deliver a message and mobilize a response.

Mr. Gieseking said that consumers love text-to-win promotion, and that the mobile prize engine makes sweepstakes easy.

Consumers feel included as part of the brand experience, boosting brand awareness and loyalty.
Pepin is even using its database for advocacy issues, increasing awareness of the legal drinking age and laws/taxes related to the beer industry, as well as sending out ?drink responsibly? messages.

?We can send information out to our consumers with hot prices on cold beer, information about retailers, promotions driving traffic to retailers, which demonstrate the value-added services of mobile,? Mr. Geiseking said. ?It?s also important to send consumers information about legislative issues such as increased excise taxes on beer, as well as good corporate social responsibility messages like ?Party safe, designate a driver.?

?It?s really fun for consumers to get the latest news about our brands on their handsets and find out where we?re doing the latest promotions,? he said. ?Because the beer business has lots of resources, we have lots of partners to cross-merchandise with, so we do lots of sweepstakes.

?Giving away prizes is very appealing to our consumers?they opt in to win these prizes and experiences, and when we want to push something out to them, we can.?

MMA presents
In addition to Mr. Geiseking, the webinar panel included Michael Becker, San Mateo, CA-based managing director of North America for the Mobile Marketing Association; Kristine van Dillen, director of industry initiatives and partnerships at the MMA, New York; and Paul Berney, managing director or EMEA at the MMA, London.

The MMA panelists discussed drivers in consumer adoption of next-generation devices and rich media, a review of mobile marketing standards, guidelines and regulations, the global reach and local relevance of mobile, as well as tactical and strategic advice for mobile programs.

The drivers of mobile marketing include consumer adoption of advanced mobile devices/networks/plans and the latest mobile media such as applications.

Consumer acceptance of key engagement enablers is growing, leading to growth of mobile advertising for awareness building and mobile commerce for transaction fulfillment.

Because of those trends, mobile is becoming a central element to brands? strategy.

Another emerging trend is market sector specialization in mobile marketing and commerce, from consumer packaged goods, automotive and retail to apparel, entertainment and travel/hospitality.

It is important for brands to take into account SMS, MMS, the mobile Web and applications when formulating their strategy and figure out which channels are the best fit for their target demographics.

?Looking at emerging trends, these mobile channels all interrelate with each other and create engagement opportunities for brands,? Mr. Becker said. ?The leading marketers in the country aren?t simply looking at it as an advertising or promotional channel but as a key element of consumer engagement and their overall marketing strategies.

?Mobile provides the opportunity to create brand awareness, brand favorability and increased purchase intent,? he said. ?Mobile is indexing much higher than traditional online branding across those metrics.

?Also, both in the case of retailers and nonprofits, consumers are definitely adopting mobile commerce in a big way.?

Please click here to listen to the archived webinar