I’m a maaan, baby!

At least, in my writing I am.

The other day I came across an application called Gender Genie, which allegedy can suss out if a writer is male or female by studying a piece of writing . I tested several of my own samples, from this blog and others, ranging in topic from text messaging to acoustic music. And every time, the software declared, “The Gender Genie thinks the author of this passage is: Male!” Wrong. Wrong. Wrong. And wrong again.

Luckily it’s OK to be gender-neutral when writing about marketing technology or underground music. In these cases, knowledge about the subject, and the ability to make it easy to understand, are more important than whether the “voice” is male or female.

But I got to thinking that the Gender Genie could be a useful tool for other copywriters. It could help them make sure content is tailored to the intended audience. That’s something that marketers, especially, must worry about when creating copy–even for websites and SMS/email marketing messages. Recipients sign up to receive the latter; if they don’t feel like these notices speak to them, they will cancel their subcriptions.

My experience with the writing algorithm reminded me of jobs I’d applied for long ago. Gigs for which I was more than qualified, and which were in the city where I lived, meaning it would cost the company nothing to bring me in for an interview. I never got my foot in the door. These positions were at places like gossip websites and mid-scale cosmetic vendors–that is, businesses that catered almost exclusively to women. The person writing lipgloss ad copy or catty celebrity news would likely need to have a certain type of female voice. And according to Gender Genie, that is not me!

Certain marketing experts, especially those selling a product that only appeals to a certain demographic, should see how they can tweak their marketing copy to really speak to that audience. Now, I don’t think Gender Genie is all that. I mean, it categorizes the very common word “a” as male! But since it’s fun to use, copywriters might as well make it one more tool to help craft the tone of their content.

I ran this post through the Gender Genie one more time–and once again, I scored far more male than female. In that vein, I’ll just say: D’oh!

Eydie Cubarrubia, Marketing Communications Manager, mobileStorm

“I’d rather you text me”

With November around the corner, this week is the start of the holiday shopping season—and the pressure is on retailers both online and offline. To get through what could be a doomed season, many merchants are turning to price reductions and extreme sales.

Retailers are resorting to an intense focus on value to the customer (with price cuts and other incentives) and away from brand value, hoping this will encourage business. Obviously this approach makes sense. But there might be an untapped channel that can make a big impact this season: Mobile phones.

Mobile campaigns—such as mobile coupons or other text-based incentive programs—serve not only as a direct-response mechanism, but also as a proven brand vehicle that improves customer retention and loyalty. More than ever, having a dialogue with consumers and standing out from the crowd are key—and for retailers, this means expanding their branding efforts. Getting your value proposition to customers is simple and economical when sending messages straight to their mobile phones.

SMS allows you the flexibility to reach all your stakeholders. It stands out both as a communication and marketing tool, via business alerts, sales and new product announcements, and incentive-based offers  like mobile coupons, to name a few. The key is staying brief in your claims and maintaining a consistent identity that conveys unique value. Brand does not have to cost a lot of money. Brand is not something you can not do. Brand is absolutely necessary, now more than ever.

Brand today is more important than ever to consumers. A well-crafted and strong brand proposition means you can survive in the current sea of retail uncertainty. But it’s important to remember this isn’t the branding of yesterday—spending oodles of money on expensive efforts with no clear return. The branding of today will come through digital channels like mobile and email, channels that can be measured and personalized, and that have been proven as the most effective media/marketing vehicles today.

Shaneli Ramratan
Director of Marketing, mobileStorm

Some marketers want to try SMS marketing, but can’t figure out the best place to start. Others worry that in these economic times, they’ll be hard-pressed to get consumers to spend money on extra goods or services.

Not to worry: mobileStorm is presenting a free webinar that addresses both these issues.

Titled “Making Money With Mobile Coupons,” the webinar is scheduled to happen at 11 a.m. November 11(Pacific time). mobileStorm CEO and founder Jared Reitzin will explain why mobile coupons are integral for today’s marketing campaigns. He will also share basic instructions on the ideal way to launch a mobile coupon campaign.

“I am very excited about our upcoming webinar on mobile coupons, because this might be the perfect application for your mobile strategy,” our fearless leader says. “We are seeing a fundamental shift right now; companies are moving their spending away from advertising and into the promotions category, such as discounts, contests, rebates, sponsorships, and coupons. Coupons are a big silo within promotions, and mobile really is the perfect and logical next step. Customers are not only willing to take you up on your offer, but also will give you their personal data and contact info.”

He really is excited about it, folks. And as you know, an enthusiastic teacher is the most effective kind! So this webinar is sure to show marketers something useful, and get them mobile marketing and offering SMS coupons in no time.

To register to attend “Making Money With Mobile Coupons,” go to https://www1.gotomeeting.com/register/846137529.

Iran is a country where opposites pull each other as far as possible without (yet) reaching the breaking point. On one hand, extremely conservative clerics officially rule society. On the other, young adults–particularly university-educated female ones–long to be part of the modern world, even if it goes against religion-based mores.

Thus, the symbiotic relationship between text messaging and fashion was born.

This month’s issue of Marie Claire has a short piece on fashion shows in Iran. While it’s OK in Iran to have events touting fashions that adhere to religious dress codes, it is not OK to stage productions featuring outfits that are too tight, show too much flesh, and include male as well as female spectators. Indeed, a woman can be arrested for wearing cropped pants, the magazine says.

So designers have taken to creating guerrilla fashion shows. These are planned months in advance, take place in obscure locations like parking garages or private basements–and are not announced until just a few hours beforehand, via text message.

What a perfect example of using SMS to send urgent information. Not only do these surprise texts give people the information they want as soon as possible, wherever the person happens to be; they are also imbued with a special cache, making recipients feel like they are in an exclusive club that doesn’t play by the rules.

That sense of daring could be applied to other types of events, even if there is no threat of punishment looming overhead. Secret concerts by favorite musicians. First-look movie or stage premieres. Special sales to which only text message-subscribers are privy.

Los Angeles’ fall collections debuted last week. Though I love fashion and consider myself an amateur stylist, I didn’t really care. Maybe I’m jaded by the plethora of designer items that are mass-made and for sale at every mall. If I’d gotten a secret text message about the shows, I might have been almost as titillated as the fashionistas in Iran.

Eydie Cubarrubia, Marketing Communications Manager, mobileStorm

“I’d rather you text me”