Mobile (text) Marketing has emerged as a new way of contacting customers with speed, relevance and effective response. Include content on common area posters such as, “Text ‘fooddeals’ to 96362 and we’ll tell you how you can get half off your next appetizer.”  You now have the ability to send text message reminders to the customer with very effective timing. Also, if the campaign is not just tailored to a particular store, then the same message should also be placed on the website for an even greater impact.  Example:

  • Your dashboard will provide you with a subscription of mobile numbers broken down by any category you want.
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Text marketing Offers Key Advantages:

  • High-impact and timely delivery
  • Personal Attention
  • Geo Targeting
  • Over 90% of messages are opened
  • Short messages are read in full
  • Extremely High Purchase Rate
  • Capable of creating various fun, interactive, and engaging campaigns.

Case Studies:

Case Study #1: Dunkin’ Donuts Coupons Drive Local Sales

Dunkin’ Donuts wanted to introduce its hot lattes to young adults in the Boston area. Their October campaign delivered a mobile coupon for a $0.99 small hot latte to 7,500 targeted opt-ins (high school and college age students). This was supported by Boston radio DJs on Thursday mornings that month, as well as 400,000 mobile banner ads on Boston-targeted mobile websites. SMS coupon redemption training was provided to over 1,000 Dunkin’ Donuts staff.

  • Results: The SMS messaging, targeted WAP, and radio promotions increased in-store traffic by 21% (compare this to a 3 percent redemption rate that’s typically considered very good). 35% of participants later surveyed said they were more likely to buy Dunkin’ Donuts lattes and coffee.
  • Findings: 17% of participants forwarded or showed the message to a friend. Promoting the coupon’s viral (“shareable”) nature helped generate more traffic and coupon redemption.

Case Study #2: McDonald’s Offers Instant Prizes with SMS

McDonald’s is one company that has fully embraced mobile marketing, and one seasonal campaign for McDonald’s Italy shows how effective it can be to generate response. The “Merry Xmas in the Restaurant” campaign enabled customers to enter a sweepstakes while in the restaurant and immediately win a prize. Each unique code printed on the cups won a prize (presents ranged from mobile content to physical prizes like prepaid credit cards and mobile phones). The campaign was promoted on TV and in the restaurant.

  • Results: In five weeks, there were more than 1.5 million participants — a 25% response rate and the best result of a McDonald’s mobile marketing campaign yet.
  • Findings: Binding guaranteed prizes to the purchase of a product with an instant sweepstakes entry mechanism (SMS) can be very effective.

Case Study #3: Kraft Foods Launches New Product While Reducing Distribution Costs

Kraft Foods wanted to promote the launch of new instant coffee products, Jacobs 3in1 and Jacobs 2in1. The main objective was to place product samples among early adopters and opinion leaders, while decreasing product distribution costs and building a customer database for future CRM. The call to action invited consumers to request a product sample by texting in a media-specific keyword and was promoted in print and TV ads, as well as with online and mobile banner ads. A targeted list of opted-in consumers also received push SMS messages inviting them to text-in for the sample. Consumers who responded were sent a link to the mobile sampling portal.

  • Results: Over 400,000 samples were requested, and more than 80,000 users opted-in for future messaging. The 650 banner ads on selected portals had a click through rate of 3%, and 10.6% of the targeted list responded to the push text messages. 0.4% of users who saw the TV ad ordered a product sample via mobile.
  • Findings: Cross-media integration can help drive success. Push messaging to targeted opt-in lists can be one of the most effective marketing tactics.

Source: Mobile Marketing Association, CTIA, Mobile Marketing Magazine