In business and in life, there are lessons we can learn by watching the best. Building an effective mobile marketing campaign is no different. As local advertisers find their legs and learn better strategies for crafting and implementing a text message advertising campaign, there are no shortage of 2011 mobile marketing success stories from which useful tips can be borrowed.
Advertisers both large and small have demonstrated mobile marketing’s most powerful traits, benefiting from its ability to communicate personally, quickly, and/or to a targeted, responsive audience. And while the tactics can vary greatly from one campaign to the next, the best mobile marketing campaigns share one crucial characteristic: they work.
The boundaries of mobile marketing continue to grow, and now include innovative technological advances such as location-based “check-ins”, mobile websites, apps and QR codes. But most campaigns haven’t strayed from the relative simplicity of text message advertising, incorporating it to some degree in any campaign.
There are countless examples of international corporations such as Walmart and Coke adding SMS advertising to their marketing efforts, but as a reminder that it is far from a medium reserved for big-budget retailers, consider the story of Deer Creek Golf Course in Overland, Kansas. Deer Creek attended a three-day golf trade show and walked away with 500 new opt-in subscribers in its database. A few days later, Deer Creek sent those 500 golfers a text message promoting a same-day VIP special. The result? Twenty-six players redeemed the mobile coupon, and the course profited $650 on a day that had typically seen little action.
Riding the success from that offer, Deer Creek sent out another message to the same 500 golfers on the following Friday, promoting a VIP Sunday special two days later. Sunday was a cloudy, cold, windy day, hardly optimum for golf. Despite that, 18 golfers redeemed the mobile coupon and the course grossed $504 in greens fees alone, and more than $600 in total.
Text message advertising success stories like Deer Creek’s are more and more common as local advertisers gain an understanding that mobile marketing is not only easy, but effective – when implemented wisely. Critical to Deer Creek’s success was collecting 500 opt-in users at a trade show. Other retailer segments – bars and restaurants, fitness centers, and real estate agencies – that may not provide business owners with the luxury of a trade show audience must rely on other means of finding a captive audience.
To some, it might be the customers who already visit your store. To others, capturing the attention of your social media audience is the ticket. Do you have a text message advertising success story to share? Want to ask how other retailers built their database? Post your thoughts to TXTin’s community of readers. And if you found this article helpful and want to pass it along, use of our social media share buttons below.