Archive

Posts Tagged ‘SMS Marketing’

Text Messaging Case Study

December 2nd, 2009 admin No comments

Here are the results of a fellow SMS (short message service) marketing provider for your review. I chose this because of the cool video and the incredible illustrated results (which also supports my results nationally)  They are as follows:

In June 2009, the Shedd Aquarium needed to drive significant awareness and visitors to the premiere of a new aquatic show, Fantasea, in the renovated Oceanarium. Campaigns were created across multiple media channels, including a contest to win exclusive VIP tickets to the show. The Shedd team wanted to test the overall effectiveness and consumer preferences of different marketing tactics, specifically the Web versus SMS text messaging. Shedd selected a platform that starts at $500 to manage the SMS text messaging campaign and measure conversion rates.  Take a look below at the commercial that was ran utilizing text message marketing:

A Television commercial was created that aired on the four major networks (NBC, ABC, Comcast and FOX). Each commercial was the same except for the call to action to enter the contest.

  • Three stations asked viewers to go to a website to enter the contest.
  • The fourth station asked viewers to text the word FOX to 69866.

Once a viewer texted in, they received a message asking them to respond with their email address and zip code to officially enter.

Results
When Shedd compared the entries received at the end of the promotion, they were amazed at the results:

  • The TV ad with an SMS call-to-action generated 325% more contest entries than any other call-to-action.
  • SMS entries made up 52% of the total contest entries, despite only running in 25% of the ads.
  • When Print and Outdoor were added in, SMS entries still made up more than half of all total respondents to the contest.

SMS Domination Pie Chart

“Mobile text messaging has been working well for Shedd Aquarium and after results like this, we continue to think strategically about how to use SMS,” said Jay Geneske, Marketing Strategy, Shedd Aquarium. “Mobile Commons makes it extremely easy to setup and run campaigns, and the direct CRM integration allows us to be smart about the data.”

So there you have it.  Mobile Commons was the provider of this service and they did a great job.  However, I know some of you are thinking your need to do a commercial, buy air time (on 4 stations), employ funny looking  kids and pay them a royalty for every showing of the commercial,  swim with the dolphins and manatees pay Mobile Commons a  nice retainer, integrate this with that and the kitchen sink to get results.  Hell… anyone can do this with money.

I am here to tell you that you do not need all of this to create highly targeted clients or customers to help you generate more revenue for your business.  This can be put in place in a matter of minutes.  You simply need to do the following:

  1. Find a text message provider who will give you unlimited messages and subscribers with a low monthly fee (like $49 or $30 for non profits from Text Marketing Media).
  2. You need to think of a short code you want to represent your business.
  3. Take that short code and add it to all of your existing marketing.
  4. Train your staff to promote the benefits of joining your customer loyalty or V.I.P. program (provide an awesome offer or promotion).
  5. Place signs, fliers and table tents where they can been seen while in your establishment
  6. For those of you who  have high foot traffic you can implement proximity marketing using a Bluetooth device.
  7. Get creative on your offers and if things are not working look at your overall service and or business (don’t shoot the messenger/text messaging platform but the the message).
  8. Promote to your client base, however be very responsible with your client’s access and time.
  9. Take exceptional care of your clients and customers, because as fast as they can come…the can go!

If you do all the above you are on your way to establishing a plan to improve your business and be another text messaging marketing success story.  For more information on how this can work for you, watch the video on www.TextMarketingMedia.net

Technorati Tags: , , , , ,

Categories: Text Advertising Case Studies Tags: , , , , ,

Are You Worthy of Text Message Marketing?

November 30th, 2009 admin 1 comment

Are You Worthy of SMS Marketing? Unlike other forms of advertising that have been around forever, text message marketing requires you to be deserving of access to your client base.  The other forms of advertising only required some effort in putting together the ad, then paying for the chance to blast it out the masses.  This approach is more like a shotgun approach.  Yes, you can use demographics and yadda, yadda yadda however; you really do not know what you are going to get for results without spending a lot of money and praying to the advertising gods.

Text message marketing on the other hand is quite different…it is personal and you have to follow a certain text message marketing etiquette .  We all have cell phones on our person or very nearby and when we receive a text message, there is a 95% chance of it being open.  The person then has the choice to accept, ignore or opt-in for future messages from the sender.  Most of the time the receiver of the message is either really excited about the offer for example, buy one beer and get 5 free; does not care to get hair extensions (bald male) or loves to eat at the restaurant  where he get a free hot lava cake a la mode with every visit by opting in.  Now if I opted in and wanted to get messages from my local watering hole, I would not mind them keeping me informed on a weekly basis.  However if they started to text me every 5 minutes or even 1 time a day, I would get tired of it.  I also hate the ones that do not honor the 160-character limit and then I receive three or 4 pieces of one message in three or four individual text messages (those I really hate).

Anyway, the key point I want to make is, once you have a client or subscriber to your messages/alerts you have to be more than someone marketing to the masses…you have to be RESPONSIBLE and CONSIDERATE with your access.  Because what you have at the other end of your text message is a highly targeted client or customer who wants what you have to say and offer.  This is a relationship and if you are not considerate and responsible with your text message marketing you will lose access to that highly cherished client or customer.  For whatever reason the person opted in, you have to nurture and focus on building on that relationship.  You can do that with awesome offers, treating them like gold when visiting your establishment or keeping them informed of which band is playing this weekend.  The mistreatment of this relationship can be disastrous when you think about the how inexpensive it is, to get this client via text message marketing vs. what the client/customer’s revenue  would be lost by deciding you are rude with your marketing and therefore opting out of your messages.

Just like in every decision with your business, you need to have a plan.  Prior to text message marketing, you not only need a plan but a lot of money and resources to set it up.  With text message marketing it is very cost effective and can be set up in minutes.  This can make it very easy to underestimate the power of this form of marketing.  When you implement your text marketing solutions, the provider should also provide you with a plan.  One provider, Text Marketing Media out of Marlborough, MA not only provides the software and hardware, but they also provide a seamless integration into your existing marketing plan.  If you do not have a marketing plan, they will also provide you with the ability to rapidly create a customer loyalty program.

Therefore, keep in mind how you manage your text message marketing campaign will determine your worthiness with your client base.  Keep in mind, it is personal, you have to be responsible, considerate and bring value to your clients.  In return, you will be rewarded with a loyal customer base that also loves to improve your bottom line.  For all you bar owners looking for a hot tip to build a loyal client base,  you cannot lose when you offer buy one beer and get 5 free when it comes to customer loyalty.  Just let me know where you are located.

Technorati Tags: , , , , , , ,

Categories: Text Message Marketing Tags: , , , , , , ,

Text Message Marketing Increases Customer Loyalty?

November 28th, 2009 admin No comments

Technorati Tags: , , , ,

Categories: Text Message Marketing Tags: , , , ,