Despite a lot of the press focusing on the
spam elements of Text Message Marketing,
there are plenty of examples out there proving that it can be a successful
venture. However, we can’t all emulate the successful campaigns and copy every
detail - so instead of just giving out a list of successful brands using texts,
we’re going to give you the lessons to be learned with this type of marketing.
1) CONNECT WITH YOUR CUSTOMERS with PIZZA HUT – Many experts in the industry believe that text message is a far more influential medium than email when it comes to marketing with over 90% of 18-34 year olds using their phone on a daily basis. In the UK, Pizza Hut set up a geofence location near each of their restaurants, meaning that passersby would receive a text message pointing out that they were half a mile away from a restaurant. The company reported that their text campaign was 4.4 times more effective than TV Marketing and 2.6 times better than online marketing, meaning that Text Services are still an untapped source of new leads.
2) ENCOURAGE OTHERS TO INTERACT WITH THE BRAND with PRETTY LITTLE LIARS – Every marketing campaign should encourage a call to action, or encourage your users to do something a little different from their normal routine. The TV show Pretty Little Liars used this to great effect, allowing subscribers to receive MMS messages from characters in the show. Making your customers a part of your brand is a vital part of marketing, and the campaign increased audience engagement with the show by 20% as well as creating a database of dedicated fans for future campaigns.
3) OPT-IN LOYALTY SCHEMES with O2 – These ensure that your potential leads are opting into a service they want. O2 Priority was originally a text message marketing campaign that encouraged O2 users to treat themselves at various shops and restaurants around them. By allowing users the choice to sign in, they were able to develop the scheme into something much bigger, and now offer exclusive presale concert tickets to subscribers.
4) TIE IN WITH A COMPETITION with PALMS CASINO RESORT – By creating a giveaway for your customers, it encourages people to sign in with the opportunity to get something out of it. The Palms Casino Resort recently ran an SMS competition with an overnight stay and dinner for two as its top prize. After entering, the entrants were asked whether they wished to subscribe for further updates, and the company were able to convert 60% of the entrants into subscribers – significantly better than the average contest, and retaining these subscribers meant that the campaign was a huge success.
5) KEEP IT SIMPLE, STUPID with SILVER-STONE – It might be the most obvious part of text message marketing, but keeping things simple is the best way to gain results. The UK racetrack at Silver-stone decided to keep things simple by sending a message to a list of users who had previously expressed an interest in attending Silver-stone, with only a hyperlink leading to an optimized page for purchasing tickets. The campaign was a huge success, generating an ROI of 608% for Silver stone and a wealth of new B2C leads.
1) CONNECT WITH YOUR CUSTOMERS with PIZZA HUT – Many experts in the industry believe that text message is a far more influential medium than email when it comes to marketing with over 90% of 18-34 year olds using their phone on a daily basis. In the UK, Pizza Hut set up a geofence location near each of their restaurants, meaning that passersby would receive a text message pointing out that they were half a mile away from a restaurant. The company reported that their text campaign was 4.4 times more effective than TV Marketing and 2.6 times better than online marketing, meaning that Text Services are still an untapped source of new leads.
2) ENCOURAGE OTHERS TO INTERACT WITH THE BRAND with PRETTY LITTLE LIARS – Every marketing campaign should encourage a call to action, or encourage your users to do something a little different from their normal routine. The TV show Pretty Little Liars used this to great effect, allowing subscribers to receive MMS messages from characters in the show. Making your customers a part of your brand is a vital part of marketing, and the campaign increased audience engagement with the show by 20% as well as creating a database of dedicated fans for future campaigns.
3) OPT-IN LOYALTY SCHEMES with O2 – These ensure that your potential leads are opting into a service they want. O2 Priority was originally a text message marketing campaign that encouraged O2 users to treat themselves at various shops and restaurants around them. By allowing users the choice to sign in, they were able to develop the scheme into something much bigger, and now offer exclusive presale concert tickets to subscribers.
4) TIE IN WITH A COMPETITION with PALMS CASINO RESORT – By creating a giveaway for your customers, it encourages people to sign in with the opportunity to get something out of it. The Palms Casino Resort recently ran an SMS competition with an overnight stay and dinner for two as its top prize. After entering, the entrants were asked whether they wished to subscribe for further updates, and the company were able to convert 60% of the entrants into subscribers – significantly better than the average contest, and retaining these subscribers meant that the campaign was a huge success.
5) KEEP IT SIMPLE, STUPID with SILVER-STONE – It might be the most obvious part of text message marketing, but keeping things simple is the best way to gain results. The UK racetrack at Silver-stone decided to keep things simple by sending a message to a list of users who had previously expressed an interest in attending Silver-stone, with only a hyperlink leading to an optimized page for purchasing tickets. The campaign was a huge success, generating an ROI of 608% for Silver stone and a wealth of new B2C leads.
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