SMS Marketing Tips, Tricks and Success Stories. Part 2
Success Story #5 – TV launches SMS-based marketing campaign
Trouble TV, a UK teen channel is using an SMS-based relationship marketing campaign. The campaign encourages viewers of Trouble TV and visitors to its web site (www.trouble.co.uk) to send in by text message, a promotional code that appears on screen every hour between 12pm and 5pm for a two-week period. Participants are entered into a daily draw, with prizes including mobile phones. (This relationship marketing approach also works well with radio).
Success Story #6 – Hilton uses SMS with success
The Hilton Hotel group has successfully used SMS messaging to increase guest numbers to its hotels and build customer loyalty.
The hotel sent out important marketing messages such as specials and promotions directly to its members’ mobile handsets.
SMS allowed the hotel to get the messages out instantly and at the most appropriate time of day.
The use of SMS as a direct marketing tool resulted in a 10-25% uptake of offers sent out by the hotel and proved to be an integral part its direct marketing and loyalty strategy.
Success Story #7 – Just what the doctor ordered
A Queensland-based chiropractor, long plagued with no-shows of appointments made perhaps weeks earlier or last minute cancellations, now sends reminders to patients of their appointments that day and asking they notify the clinic if they cannot make the appointment. This has increased the successful appointment rate and also allows opportunities to fill cancelled appointments.
Success Story #8 – Cheap fuel a great prompt
Petrol price monitoring group FuelWatch advertised an SMS competition to win $250 of free fuel on the back of delivery trucks. In 3 weeks 500 entries were received from just 10 trucks operating in Brisbane. In addition to the creation of a database, which can be used for further marketing, by asking respondents to enter a letter corresponding to the trucks regular route, the best routes could then be determined for future campaigns. Heightened awareness of the FuelWatch brand was also created as well as its website URL.
Success Story #9 – Girlfriend’s best friends
Girlfriend magazine advertised on the web and in their magazine for girls to register with the Girlfriend VIP Club. Once a member, they could send free SMS’s from the website. Every month, a special offer is SMS’d to VIP members, namely fashion label discounts or one for one offers on cosmetics. The offer is to take the phone message to the retailer to claim the discount. 40,000 girls have provided their mobile numbers, giving an advertising penetration of 40,000 willing respondents. This permission to receive aspects provides good retention of the offer.
Success Story #10 – Eagle Boys
A test case competition was run by an Eagle Boys store to generate a marketing list. Using a coded entry competition, entrants had to buy a pizza to get an entry. Instant prize winners had to show the winning coupon and the message to collect their instant prize – of Eagle Boys products. A major prize of a holiday was given to one winner.
The marketing list has been used to good effect to promote special offers.
Success Story #11 – Win a mobile phone competition
Plusone was asked by a Telstra Shop to provide an SMS competition where entry was promoted through a series of television advertisements. The result was a greater awareness of Telstra Shop and its services, the generation of a marketing list. The entry records also were used to analyse the number of responses at different times and TV station program scheduling. This allows more targeted advertising schedules for future competitions based on entry rates for time frames and show popularity.
Success Story #12 – On-package promos
Starburst’s “More Juice More Burst” campaign looks to engage teens by using their cell phones to text a unique promotional short code found under specially marked packs of Starburst Fruit Chews. Using the code J-U-I-C-Y (58429) across any cell phone carrier, and online at starburst.com, users can find out instantly via a return message if they’ve won juiced-up technology prizes like a 42-inch flat-screen TV, i-Pod Photo and more. The campaign runs through Sept. 30, 2005. With more than 60 million on-pack impressions, the Starburst Brand More Juice for More Burst contest is the largest short-code, cross-carrier campaign for a consumer product goods company in U.S. history. Using packaging to drive the promotion, the company reports that online daily visits have nearly doubled since its April debut. Text messaging has accounted for 40 percent more traffic than anticipated.
Success Story #13 – More on-package promotions
Nestle ran a “Grab. Gulp. Win!” promotion for Nesquik. Entry details were placed on 40 million bottles of ready-to-drink flavoured milk and milkshakes in the US, offering text-in giveaways ranging from a gaming house party to music downloads.
Success Story #14 – In-house communications
PlusOne is helping managers be kept informed of when new marketing initiatives are commencing, on behalf of a national financial institution. Every message is unique and details the recipient’s name, when new TV ads are starting, and detail channel, program name and time. This information varies depending on the state and region, but merging info means unique information can be delivered to each person.
Success Story #15 – SMS in sales promotion
Zodiac Group Australia Pty Ltd / Zodiac Pool Cleaners used SMS to collect and validate warranty information, AND verify and process cashback claims. On-pack stickers identifying promotional merchandise provided consumers with a unique code that they were required to submit via SMS; unique codes were used to identify SKU, providing valuable reporting intelligence and verification criteria. Upon stringent back-end verification, the consumer was required to SMS the warranty number from their purchase to claim a $150 cashback against their outlay ($1,000+).
Success Story #16 – SMS in response automation
Sydney’s leading hip hop and R&B station, The Edge 96.ONE, features many new artists and wanted to develop a user-friendly interactive SMS service that allowed listeners to find out the name of the song on air – and artist – using their mobile phones, thus reducing the level of phone calles received at the station. There was extensive back-end integration at the station so the database was constantly updated. Before each music slot, DJ announces: “To find out what is playing, just SMS SONG to 1975 7777 and we’ll SMS ya back the name of the song and artist!” The requester gets the name of the song texted back to them. Requests cost 55c.