Your cell phone is so much more than just a phone. You can call or text your friends, check your email, listen to music and even watch TV with some cell or smart phones. It seems a cell phone is now a necessity as opposed to a luxury.
Just drive around Memphis and see how many people are using their cell phones, in their car, in the grocery store, in the mall, in restaurants, etc. But a cell phone is much more than a way to communicate with friends or entertain yourself.
Text message marketing is becoming a popular trend especially in this tech-advanced world. Many business entrepreneurs regardless of their type of business find this marketing tool perfect in boosting their sales. As Bob Greenberg said in an article for ADWEEK, “One area of particular interest for retailers and brands is mobile.”
So who is using text message advertising? McDonald’s, 7-Eleven, Domino’s Pizza, and Wendy’s to name but a few among national advertisers.
Consider this, in 2008 when President Obama announced his running mate, he did it via text message and as Garrett Graff of the New York Times pointed out, making a savvy play for phone numbers to add to his contact list. You can do the same with your customer base. More recently the American Red Cross raised over $5,000,000 from text messages alone. According to a study done by A. C. Nielson, the TV Ratings and Research Company, for the first time more people are reading text messages than emails. If an email is sent to an address and is not in the contact list, it will most likely be sent to the “Bulk” or “Spam” folder. If it is sent by text to a cell or smart phone, it’s going to be read.
According to the New Brunswick Business Journal, Moosehead Breweries Ltd. hit the mark with its most recent Alpine Lager campaign, which saw 12 packs decked out in a camouflage print.
The company is crediting innovative marketing through design and technology with the success of the blitz, which propelled Alpine’s 12-pack to the No. 1 spot in the New Brunswick market in September for the first time.
More than 25,000 people who bought cases of beer used cell phones to text message codes found on the inside of each pack for a chance to win a 2009 Yamaha Grizzly 550 FI all terrain vehicle – out of 163,000 cartons sold.
Sarah Tippett, assistant brand manager for Alpine said the 16-per-cent response rate was massive. 1-2% of consumers read and use printed coupons. 3% pay attention and respond to TV or radio ads. 3-4% will respond to an email offer. The percentages are even lower in Memphis and the Mid-South. That means most of your advertising dollars are wasted!
“For a lot of response campaigns, definitely a 5 to 10 percent response rate would be considered successful. We were overwhelmed by 16 per cent.”
As part of the promotion, 12-packs were on sale for $18.67 (regularly priced $20.99) during September.
For the first time, the Saint John firm used text messaging as the sole means for consumers to apply for the contest prize.
Wendy’s fast food chain announced a new cell-phone text-message coupon program in the Northeast. To take advantage of the program customers just sign up, then discounts with a UPC bar code will flash onto their mobile devices. Customers can then show the bar code on their cell phones to a Wendy’s cashier to redeem the offers, reports say.
The program will be available at select Wendy’s locations before the company extends it to other parts of the country. Wendy’s isn’t the only big fast food franchise to embrace some high-tech marketing sizzle. Domino’s Pizza is also on a cell-phone coupon drive, according to BrandWeek, and 7-Eleven has launched its own effort in San Diego.
Wendy’s new program is an “opt-in” promotion, meaning customers must consent to receiving coupons and advertisements for discounts at Wendy’s locations.
Coupon advertising via portable devices began appearing from many traditional advertisers in the latter part of this decade. In 2005, McDonald’s tried texting coupons to boost sales of its McFlurry dessert in the West. In 2008, they launched another text-coupon program to introduce its iced coffee.
You will definitely get big savings on time and money in the sense that you don’t need to write individual messages to all your prospective clients or customers. This will definitely make it easier for your businesses to strengthen and establish a direct relationship with your customers through their mobile phones. With this kind of marketing tool, it is much faster and easier for you to send bulk business messages to as many customers and clients you wish to reach out.
Now, would you like to have the comforts of reaching out to as many possible customers with a single message sent in bulk to your target market? If you think this marketing tool would work for your business then grab the opportunity and boost your business potentials with mobile marketing.
Important facts to remember is to not “Spam” your messages to unsuspecting cell phones, you must setup an opt-in text club. To get potential customers to sign up you must offer some sort of enticement like Moosehead Breweries did. It doesn’t have to be a Yamaha Grizzly all terrain vehicle, it could be a 25% discount. With each message have an opt-out option. Most importantly, don’t over use the text messages or they will lose their appeal and your customers are more likely to opt-out of the program.
The bottom line is your customers have gone mobile. So should you. It’s a lot to remember isn’t it? It may be very effect but not if you don’t know how to use it. Luckily there are companies that you can sign up with who will do all the work for you. You run your business while they run your text message advertising for you. If you would like to find out if text message advertising can help your business simply pull out your cell phone and text the keyword Textmessageads to 41513.
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Other stories by Mitch McCracken:
Elvis: My Best Man takes a unique look at the King
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Willie Mitchell, one of the architects of the Memphis sound, dead at 81
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Sam Phillips selling Elvis’ contract to RCA was no mistake
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