A one-day workshop introducing you to the world of mobile marketing.

With best practice examples and hands-on exercises, this course tells you about mobile marketing, and in particular current SMS and mobile applications enabling you to incorporate the use of mobile into your marketing activities.

Who is this course suitable for?

This course is suitable for all marketers. It is particularly useful for those involved in Sales Promotion, Direct Marketing, Advertising and PR.

Course Leader
Helen Keegan

Benefits for your company

You will be able to add an innovative communication channel to your marketing mix to reach your customers while they are on the move and via a medium they are most familiar with.

Benefits for you

When you have finished this course, you should:

• Understand why SMS is so important
• Know what mobile marketing is in its varied formats
• Know how to apply the different methods of SMS marketing effectively
• Be able to construct a mobile marketing brief and be able to choose the right supplier(s)

What you will learn

The course is practical with lots of time for questions, demonstrations and exercises. You will be involved in planning a mobile marketing campaign covering all the key points of the course.

• What is mobile marketing? History and background to the SMS phenomenon
• Current statistics of usage
• A glimpse into the future – what’s next in mobile
• The tools for planning and running a mobile marketing campaign
• Integrating mobile with other media – where and how does it fit?
• Testing and measurement
• Handling and fulfilment
• Choosing a supplier
• Case studies and real examples of innovative (and not so innovative) campaigns
• Best practice rules
• Data protection issues
• E-money restrictions
• Mobile customer service
• Industry structure

What you need to know beforehand

No prior knowledge is required for this course although a basic understanding of marketing is useful. This is not a technology course.

Helen Keegan

A marketing communications professional, Helen specialises in mobile marketing and in particular how to initiate and leverage customer relationships by using the mobile phone. Helen was head of customer experience at ZagMe, the wireless precision marketing pioneer, where she recruited more than 85,000 customers in Lakeside and Bluewater shopping malls and ran more than 1,500 SMS (text message) marketing campaigns for a number of leading retail clients, agencies and brands including Esprit, Nike, TopShop, HMV and Waterstone’s.

Today, Helen runs her own mobile marketing consultancy, BeepMarketing, developing strategies and implementing mobile marketing campaigns for many blue-chip and agency clients including Scottish Courage, UIP, Vivendi Universal, Pepsi, and the Arcadia Group. She is on the advisory board of 160 Characters, the messaging industry association and speaks regularly on the hot topic of mobile marketing. Helen also lectures at the Institute of Direct Marketing, Academy Internet and is a guest lecturer at the University of Westminster for the Masters Degree courses in Integrated Marketing and Hypermedia.

Major achievements

• Developed and ran a live stage show and training seminar roadshow to drive change within a major UK public transport company involving 30,000 staff
• Relaunched a major retail brand within the UK and Europe with a special responsibility for training, customer service and operations
• Created new branding and marketing materials for a major telecoms infrastructure provider
• Set up and managed marketing, sales and operations for wireless marketing pioneer, ZagMe
• Developed customer service training materials for a global parcel courier company
• Developed and ran leadership coaching seminars for a blue-chip transport company Created the world’s first mobile marketing course on conjunction with the Institute of Direct Marketing in the UK

Delegate Comments

“The flow of information was very good, the video clip was a terrific opener and Helen has taken the fear of the unknown out of SMS.”
Helen Crabbe

“I thought the SMS course was fantastic and I got a lot out of it.”
Janet Hooper

“I feel that I should mention the excellent delivery of the SMS course.”
Steve Sadler

“I would like to say that the SMS course in the morning was fantastic, very informative and definitely the standard I am used to from the IDM. This course will prove very useful and I will definitely recommend this to my work colleagues.”
Amy Davis