Yet more evidence that marketers need to start paying more attention to some of the newer marketing tools available. According to Advertising Age, Chicago’s Shedd Aquarium used a recent campaign to promote their new Fantasea aquatic show. Four different tv spots, each tagged with a call to action to visit their website. The last of the four spots also featured an SMS call to action (a cell phone text). What did they find? While the spot with the SMS call to action only ran 25% of the time, it generated more than half of all responses! When they ran the SMS call to action in the newspaper, they received the highest response for a one-time print ad.
The folks at Shedd attributed the success of the SMS campaign to two things: 1) The fact that SMS causes people to feel more of a sense of urgency; and 2) The fact that people always have their phones with them – even when they’re watching tv – compared to those having immediate access to their computers.
The beauty of mobile marketing? Once somebody responds, you are able to maintain a database that you can use for other marketing offers or messaging (pending permission to do so – which is extremely important). And the success of followup offers can be excellent if done right. The agency that worked with Shedd estimates that 85% of those who opt in will also respond to followup offers. Plus, using SMS in your campaign can be one of the most economical response generators available.
Now, think about how you might use SMS as part of your next campaign. If I’m an event or attraction like the Science Center of Iowa or Blank Park Zoo, there’s a pretty easy model to follow. But what if I’m a company planning to exhibit at the Iowa Power Farming Show in January? Farmers are very active cell phone users. Or, what if I’m a bank that wants to be able to instantly update realtors about mortgage rates? Or a car dealer that wants to maintain a more loyal preventative maintenance customer group? With an estimated 90% of U.S. cell phones able to send and receive text messages, adding SMS to your marketing can be a very smart move with the right strategy, plan and partner. Our favorite partner – Catchwind – just happens to be located right here in good ol’ Des Moines.
Author: Tom Flynn
www.lessingflynn.com
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{ 1 comment… read it below or add one }
This is true indeed. The mere fact that cellphone is already considered a basic necessity, its functions has been intricately modified to go with the time. One feature that makes life easier is the online text messaging: bulk sending in a flash without sacrificing quality. Car dealers can send messages while on the go asking for the latest info from banks, vice versa. Sounds like marketing made easy.