A picture is worth a thousand words. Ever wondered what makes this saying so true?
That’s because our brains process visual images 60,000 times faster  than reading text.
That’s also why advertisers willingly spend thousands of dollars creating, tweaking and refining images on their advertisements with an objective in mind – to seize the attention of consumers and facilitate buying decisions.
And if you are intending to leverage on a highly visual marketing tactic, MMS has got to be a formidable contender. Exactly because it does not have to fight for attention at all, and is delivered straight into the palms of your pool of recipients – devoid of any other distractions.
MMS marketing is a method of mobile advertising that uses a Multimedia Messaging Service (MMS) to broadcast text messages accompanied with media files.
You can think of it as SMS marketing on steroids.
With MMS you can include media files when sending your text message. Files such as jpegs or even gifs can be broadcasted to the masses within a moment’s notice. Just imagine how easy it becomes to paint images in your recipient’s mind with animated gifs of gift ideas, travel destinations, food places or fashion apparel.
And when used cleverly by advertisers, MMS can bring forth strong responses while garnering a high ROI. A simple Google search online will probably bring up 2 notable examples of how MMS was utilized by advertisers with deadly effectiveness.
BMW got a 30% conversion rate  with an MMS campaign selling snow tires. BMW broadcasted personalized MMS messages to its customer database. The message displayed an image of how the tire best suited for the customer’s BMW model would look on his or her car.
Starbucks generated buzz around their new summer drink , Pumpkin Spice Latte. The campaign started on social media to spread the word about the drink and ushers interested parties into their website where they needed to opt-in to receive the MMS with a unique code. The code would then give them early access to the new drink.
But that’s not to say that MMS marketing is that simple. In both examples, MMS was used in conjunction with other mechanics, making it fit the occasion with an extremely high relevancy.
BMW knew which customers owned what model of their cars and were able to send them images of how their car would look like with the promoted snow tires. Chances are, the colour of the car in those images were also spot on. This allowed customers to effortlessly visualize how their cars would look like with those new rims – making the campaign highly effective.
And with Starbucks, the vibrant image of the Pumpkin Spiced Latte served as an enticement, and reminder to claim their drink with their unique code – something which piques the customer’s curiosity and supplies them with a feeling of exclusivity.
You see, both methods leveraged so well on the visual aspect that the campaigns were almost guaranteed success.
No wonder we broadcast more than 100,000 MMS messages on a monthly basis for local businesses – MMS works, and it’s apparent.
In order to run a successful MMS campaign, the role MMS plays has to be highly relevant and has to fit the occasion.
BWM made it easy for their customers to visualize their own vehicles with the new tires on sale. Imagine being able to visualize yourself in any type of clothing effectively. This would inherently make shopping for clothing much faster and easier. This is where MMS plays a vital role in facilitating the recipient’s buying decision.
As for Starbucks, it wasn’t enough to have their new drink on display on billboards and banners. By delivering the image of the drink into the palms of interested parties, they captured their attentions. The image in turn functions as an enticement and colourful reminder to claim their exclusive drink.
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Join the discussion 3 Comments
Excellent read, I just passed this onto a colleague who was doing a little research on MMS. And he just bought me lunch as I found it for him! HAHA Thank you for lunch!
Nice examples in return of this question with solid arguments and explaining about MMS.
Thanks for this post, was looking for reads about MMS. Do not stop.