Text Message Marketing
Text message marketing allows you to reach your customers wherever they are, at the moment of your choosing, instantly. Imagine sending an offer to your customers and having 95% of them read your message within fifteen minutes. This is the power of text message marketing and we can help you tap into that power.
Text message marketing is a very effective form of advertising. With things like TiVO, other DVRs, video on demand, and satellite radio, we are getting very good at avoiding or tuning out advertising on traditional media. But when our phones beep or vibrate, we just can’t help but look at the message we just received.
Because text message marketing is permission based, everyone on your text list is there because they have made a conscious decision to join . This is similar to businesses online asking for your email address in exchange for some sort of offer. Text message marketing is based on the same concept.
Since people tend to keep cell phones with them at all times, you will have unprecedented access to your customers. These people will be much more receptive to your offers and messages because they have actually requested that type of information. Average response rates are typically over 10%, and we’ve seen them as high as 40% or more. It ALWAYS costs more to get a new customer in the door than to bring one back. Text message marketing is the BEST way to increase the frequency and consistency of your customers’ visits!
Want some real world evidence that text message marketing creates high return on investment? Check out these case studies:
Dunkin Donuts SMS Text Message Campaign: Dunkin’ Donuts wanted to entice high school/college age students in the Boston area to try their hot lattes. They used text message marketing to drive in-store redemption of $0.99 small hot latte mobile coupon in the month of October. The SMS offer was sent to 7,500 targeted opt-ins. Boston radio DJ’s invited participation; “text in to DD-123” each Thursday morning. In addition, 400,000 Mobile Internet (WAP) ads ran in Boston targeted content. Over 1,000 Dunkin’ Donuts franchise owners and workers were educated with marketing materials about how to help consumers redeem the SMS coupons.
Results: The targeted WAP and SMS messaging coupled with radio created a 21 percent increase in store traffic and redemption of the mobile coupon. The SMS message promoted the viral element of the coupon. This proved to be a very beneficial aspect of the campaign, in that 17 percent of participants forwarded or showed the message to a friend. In the research subsequent to the campaign, 35 percent considered themselves more likely to buy lattes and coffee from Dunkin’ Donuts.
Source: Mobile Marketing Association
American Red Cross: This is a text message marketing campaign that you might be familiar with. Remember the Haiti earthquake tragedy? You might have seen calls for people to “Text ‘Haiti’ to 90999… “. This is a type of text message marketing campaign and it helped the Red Cross raise over $32 million. While this is different than a traditional text marketing campaign, it still shows the scope and effectiveness that these campaigns provide. You can now text REDCROSS to 90999 to donate $10 to American Red Cross Disaster Relief.
Source: American Red Cross
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Canyon Country Car Wash, Santa Clarita, CA: Realizing the current economic situation in Santa Clarita as well as the two competing area car washes, Canyon Country had to think of something innovative. The company chose to target young people because of their early adaptability to mobile technology and the fact that times were tight and they still wanted clean cars. Canyon Country decided to use mobile coupons to capitalize on the fact that most teens abhor walking around with lots of paper. Their world exists within the mobile phone, so why not offer them scannable coupons, which also adds to their cool factor.
Teens were encouraged to engage in viral marketing by sending the keyword and short code to their friends. Tactics Canyon Country Car Wash has used viral marketing to keep the momentum going and spread the word on car washes. The company put up a large sign in front of the car wash so kids can see it as they are heading home from school or work. Canyon Country informs each customer about mobile coupons at check-out.
Results: Two out of five customers walking through the door inquire about mobile coupon. Redemption rate is at 40 percent and increasing.
Source: Mobile Commerce Daily