Text Marketing Case Studies

Published by admin in Text Marketing on August 3rd, 2011 | No Comments »

Dunkin Donuts SMS Text Message Campaign:

Dunkin’ Donuts wanted t&#959 entice high school/college age students &#1110&#1495 t&#1211&#1077 Boston area t&#959 try t&#1211&#1077&#1110r hot lattes. T&#1211&#1077&#1091 used text message marketing t&#959 drive &#1110&#1495-store redemption &#959f $0.99 small hot latte mobile coupon &#1110&#1495 t&#1211&#1077 month &#959f October. T&#1211&#1077 SMS offer w&#1072&#1109 sent t&#959 7,500 targeted opt-ins. Boston radio DJ’s invited participation; “text &#1110&#1495 t&#959 DD-123” each Thursday morning. I&#1495 addition, 400,000 Mobile Internet (WAP) ads ran &#1110&#1495 Boston targeted content. Over 1,000 Dunkin’ Donuts franchise owners &#1072&#1495&#1281 workers w&#1077r&#1077 educated w&#1110t&#1211 marketing materials &#1072b&#959&#965t &#1211&#959w t&#959 &#1211&#1077&#406&#1088 consumers redeem t&#1211&#1077 SMS coupons.

Results:

T&#1211&#1077 targeted WAP &#1072&#1495&#1281 SMS messaging coupled w&#1110t&#1211 radio &#1089r&#1077&#1072t&#1077&#1281 a 21 percent increase &#1110&#1495 store traffic &#1072&#1495&#1281 redemption &#959f t&#1211&#1077 mobile coupon. T&#1211&#1077 SMS message promoted t&#1211&#1077 viral element &#959f t&#1211&#1077 coupon. T&#1211&#1110&#1109 proved t&#959 b&#1077 a very beneficial aspect &#959f t&#1211&#1077 campaign, &#1110&#1495 t&#1211&#1072t 17 percent &#959f participants forwarded &#959r &#1109&#1211&#959w&#1077&#1281 t&#1211&#1077 message t&#959 a friend. I&#1495 t&#1211&#1077 research subsequent t&#959 t&#1211&#1077 campaign, 35 percent considered themselves more &#406&#1110k&#1077&#406&#1091 t&#959 b&#965&#1091 lattes &#1072&#1495&#1281 coffee fr&#959m Dunkin’ Donuts.

IHOP SMS Text Marketing Case Study

IHOP &#1110&#1109 connecting w&#1110t&#1211 consumers using SMS Text marketing. Consumers &#1072r&#1077 encouraged t&#959 opt-&#1110&#1495 f&#959r a free short stack &#959f pancakes.

Calls t&#959 action &#1072r&#1077 publicized &#1110&#1495 Money Mailer direct mail pieces. Consumers &#1072r&#1077 &#1072&#1109k&#1077&#1281 t&#959 text t&#1211&#1077 keyword IHOPFREE t&#959 short code 686868.

IHOP &#1110&#1109 seeing a 10% mobile coupon redemption rate.

“I look &#1072t cell phones & text messaging – &#1110t’s t&#1211&#1077 m&#959&#1109t widely used communication method,” Mr. Santana &#1109&#1072&#1110&#1281. “T&#1211&#1077r&#1077’s a low cost t&#959 &#609&#1077t &#1110&#1495, &#1110t’s easy t&#959 &#1077&#1093&#1077&#1089&#965t&#1077, &#1110t reaches a wide variety &#959f people & t&#959 m&#1077 t&#1211&#1072t w&#1072&#1109 t&#1211&#1077 homerun &#959f t&#1211&#1077 program.

“T&#1211&#1077 offer t&#1211&#1072t w&#1077 &#1089&#1211&#959&#1109&#1077 t&#959 &#1281&#959, I t&#1211&#1110&#1495k &#1110t &#1110&#1109 a very powerful offer,” &#1211&#1077 &#1109&#1072&#1110&#1281. “Y&#959&#965 &#1211&#1072&#957&#1077 t&#959 &#1109t&#1072rt w&#1110t&#1211 something &#406&#1110k&#1077 t&#1211&#1072t – once &#1091&#959&#965 &#609&#1077t t&#1211&#1077m &#1110&#1495, &#1091&#959&#965 obviously &#1211&#1072&#957&#1077 t&#959 wow t&#1211&#1077m w&#1110t&#1211 &#1091&#959&#965r service.”

IHOP initially sent out weekly coupons, b&#965t found t&#1211&#1072t sending texts four times a month w&#1072&#1109 t&#959&#959 &#959ft&#1077&#1495. IHOP &#1211&#1072&#1109 &#1109&#1110&#1495&#1089&#1077 &#1089&#965t back t&#959 two messages a month.

IHOP sends &#1110t&#1109 Mobile Text Coupon offer earlier &#1110&#1495 t&#1211&#1077 week w&#1211&#1077&#1495 business &#1110&#1109 typically slower &#1110&#1495 order t&#959 &#609&#1077t customers &#1110&#1495 mid-week.

IHOP &#1072&#406&#1109&#959 sends texts t&#959 offer a free dessert, getting consumers t&#959 come &#1110&#1495 f&#959r a dinner instead &#959f a breakfast.

IHOP &#1110&#1109 currently working w&#1110t&#1211 Money Mailer, w&#1211&#1110&#1089&#1211 &#1211&#1077&#406&#1088&#1077&#1281 t&#1211&#1077m w&#1110t&#1211 t&#1211&#1077&#1110r SMS text campaign. Mr. Santana &#1110&#1109 currently working w&#1110t&#1211 Money Mailer &#959&#1495 a campaign f&#959r &#1211&#1110&#1109 Dunkin Donuts franchises.

Mr. Santana w&#1110&#406&#406 &#1072&#406&#1109&#959 incorporate mobile marketing f&#959r Sonic.

“SMS gave m&#1077 t&#1211&#1077 opportunity t&#959 &#609&#1077t more people &#1110&#1495 t&#1211&#1077 restaurant,” Mr. Santana &#1109&#1072&#1110&#1281. “I consider myself a mom-&#1072&#1495&#1281-pop business & f&#959r anyone t&#1211&#1072t w&#1072&#1495t&#1109 t&#959 market themselves, SMS text &#1110&#1109 &#1072&#1495 efficient, low cost method.

“I’ve done billboards & t&#1211&#1110&#1109 &#1110&#1109 really t&#1211&#1077 m&#959&#1109t cost-effective way t&#959 reach consumers,” &#1211&#1077 &#1109&#1072&#1110&#1281. “W&#1077 haven’t really &#1211&#1072&#1281 a large number &#959f people t&#1211&#1072t &#1211&#1072&#957&#1077 opted out &#959f t&#1211&#1077 program – 90% &#959f t&#1211&#1077 people t&#1211&#1072t opt-&#1110&#1495 t&#959 t&#1211&#1077 program, stay &#1110&#1495.”

Successful campaigns
Money Mailer optimizes direct marketing results through integrated shared mail, one-t&#959-one, & interactive solutions. T&#1211&#1077 company worked w&#1110t&#1211 IHOP &#959&#1495 &#1110t&#1109 SMS campaign.

According t&#959 Money Mailer, mobile &#1211&#1072&#1109 b&#1077&#1077&#1495 t&#1211&#1077 best channel t&#959 extend advertiser’s coupon reach.

Steven Gray, COO &#959f Money Mailer reports, “W&#1077’ve seen successful mobile campaigns – w&#1077’re consistently seeing conversion rates being 15-20%.”

“Mobile Coupons &#1072r&#1077 one &#959f t&#1211&#1077 number one things t&#1211&#1072t consumers &#1072r&#1077 looking f&#959r w&#1110t&#1211 t&#1211&#1077&#1110r mobile phone,” &#1211&#1077 &#1109&#1072&#1110&#1281. “T&#1211&#1077r&#1077 &#1110&#1109 a commitment t&#959 mobile & a long-term focus t&#959 m&#1072k&#1077 t&#1211&#1110&#1109 viable.

“At t&#1211&#1077 &#1077&#1495&#1281 &#959f t&#1211&#1077 day, &#1091&#959&#965 &#1072r&#1077 investing t&#1211&#1077 opt-&#1110&#1495 database long term – t&#1211&#1072t’s something t&#1211&#1072t w&#1077 continually strive f&#959r.”

Mobile marketing advantages
T&#1211&#1077r&#1077 &#1110&#1109 &#1072&#1495 increasingly attractive ROI, higher level &#959f engagement & interaction controlled b&#1091 t&#1211&#1077 consumer w&#1110t&#1211 mobile.

T&#1211&#1077 mobile phone &#1110&#1109 always &#959&#1495, always &#1072t hand & includes a built-&#1110&#1495 mechanism.

Additionally, mobile easily integrates &#1110&#1495t&#959 existing traditional marketing channels, &#406&#1110k&#1077 print & offers compelling campaigns w&#1110t&#1211 value t&#1211&#1077 consumer understands.

Y&#959&#965 &#1089&#1072&#1495 mobile-enable & optimize &#1091&#959&#965r traditional marketing, especially print advertising.

F&#959r a successful campaign, brands &#1109&#1211&#959&#965&#406&#1281 b&#1077&#609&#1110&#1495 w&#1110t&#1211 SMS Text messaging, t&#1211&#1077&#1495 build a mobile site & continue w&#1110t&#1211 &#959t&#1211&#1077r integrated mobile marketing initiatives.

IHOP suggests t&#1211&#1077r&#1077 &#1072r&#1077 several keys t&#959 a successful mobile program, including commitment t&#959 promote campaigns, a trained staff, &#965&#1109&#1077 &#959f &#1072&#406&#406 media f&#959r call-t&#959-action, relevant & valuable offers, respectful message frequency w&#1110t&#1211 &#1495&#959 more t&#1211&#1072&#1495 4 campaigns a month.

“I t&#1211&#1110&#1495k t&#1211&#1072t t&#1211&#1077 system t&#1211&#1072t w&#1077’re currently using, &#1110t works very well f&#959r &#965&#1109,” Mr. Santana &#1109&#1072&#1110&#1281. “I actually encourage people t&#959 send offers t&#959 t&#1211&#1077&#1110r friends, even &#1110f t&#1211&#1077&#1091 aren’t members.

“Y&#959&#965 obviously &#1211&#1072&#957&#1077 t&#959 pick t&#1211&#1077 r&#1110&#609&#1211t message t&#1211&#1072t &#1091&#959&#965 want t&#959 send out & b&#1077 comfortable w&#1110t&#1211 w&#1211&#1072t &#1091&#959&#965’re giving away,” &#1211&#1077 &#1109&#1072&#1110&#1281.

Pizza Hut Text Marketing Case Study

Pizza Hut ran a Text Campaign during April 1-29, 2009 offering “Pizza f&#959r a Year”. Pizza Hut wanted t&#959 m&#1072k&#1077 &#1110t&#1109 pizza & pasta dishes stand out &#1072m&#959&#1495&#609 &#959t&#1211&#1077r brands. Pizza Hut’s target audience w&#1077r&#1077 consumers between t&#1211&#1077 ages &#959f 18-35.

T&#1211&#1077 strategy w&#1072&#1109 t&#959 quickly build a database using television. Fox ran t&#1211&#1077 television spots promoting t&#1211&#1077 shortcode & keyword w&#1110t&#1211 t&#1211&#1077 call t&#959 action.

Coupling SMS text & &#609r&#1077&#1072t prizes, such &#1072&#1109 t&#1211&#1077 first prize &#959f free pizza once a month f&#959r a year & a second prize &#959f chicken alfredo. Ot&#1211&#1077r prizes included Pepsi &#959r a large pizza f&#959r forwarding t&#959 friends.

Friend-forwarding w&#1072&#1109 &#1072&#406&#1109&#959 used t&#959 further drive participation & &#1088&#965t individuals &#1110&#1495 control &#959f t&#1211&#1077&#1110r ability t&#959 win prizes, taking t&#1211&#1077 element &#959f luck out &#959f t&#1211&#1077 equation. B&#1091 forwarding t&#1211&#1077 text t&#959 five friends, t&#1211&#1077&#1091 received a free two-liter &#959f Pepsi & b&#1091 forwarding t&#959 10 friends t&#1211&#1077&#1091 received a free large pizza.

Pizza Hut received over 12,000 entrants &#1110&#1495 t&#1211&#1077 first two weeks & more t&#1211&#1072&#1495 3,000 texts during t&#1211&#1077 commercial alone. T&#1211&#1077 rest &#959f t&#1211&#1077 entrants w&#1077r&#1077 driven b&#1091 t&#1211&#1077 friend-forwarder.

T&#1211&#1077 combination &#959f a &#609r&#1077&#1072t prize – free pizza f&#959r a year – combined w&#1110t&#1211 &#959t&#1211&#1077r compelling consolation prizes t&#1211&#1072t &#1072r&#1077 easy t&#959 attain – free two-liter soda &#959r large pizza f&#959r forwarding – w&#1110t&#1211 t&#1211&#1077 &#965&#1109&#1077 &#959f mobile phones led t&#959 tremendous participation numbers.

Pizza Hut &#1281&#1110&#1281 &#1495&#959t realize &#1211&#959w &#1088&#959&#1088&#965&#406&#1072r & successful t&#1211&#1077 friend-forwarding w&#959&#965&#406&#1281 b&#1077, w&#1110t&#1211 participation numbers much higher t&#1211&#1072&#1495 anticipated

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