3 Ways an SMS Campaign Can Make Your Business’ Cash Register Ring
If you are not using mobile marketing, and in particular SMS campaigns in your marketing mix, you are leaving a lot of money on the table. Here’s three ways an SMS campaign can drive more foot traffic to your store or web visitors to your site…
1. Alerts, VIP Clubs, Exclusive messaging, Promotions, Product information.
These are very easy to deploy SMS campaigns that use a keyword and a short code. This could be a text message sent to an opt-in group, a section of a print advertisement that instructs the reader to text the keyword to a short code for a mobile coupon, more information, etc. The SMS campaign could originate with an ad in an HTML email which invites them to text a keyword to a short code to sign up for the alert, discount club etc.
This is the easiest mobile SMS campaign to integrate with your existing advertising, whether in print, on TV or radio. By using keywords and short codes in traditional advertising channels, you can invite the consumer to text message a keyword to a short code to get an SMS message for a mobile coupon or discount. You can also build your mobile opt-in list by conducting quizzes, polls, or sweepstakes.
2. Profile Capture.
Here the objective is to gather more information about the consumer, which can be used to send highly targeted mobile campaigns using the demographics you collect.
Rather than using a keyword and a short code, the information is captured on a web page. This allows for capturing information such as age, gender and zip code. It also gives the person the opportunity to define what kind of information they are interested in receiving, even to the extent of what products or services are of most interest.
By feeding their profile information into a CRM database, future messages can zero in on precisely what they have defined as their highest interest category. This allows you to send an SMS message to subgroups such as only to men or only to women. You can target a specific zip code, to correspond with your location(s) or to make even more sophisticated and targeted offers, based on variables such as what the weather is!
A Tell-a-friend component can be built in, taking advantage of the ability of the social networks to spread your message to many people. The consumer simply triggers an SMS message to a friend, giving them a heads up on the same offer.
And, of course, this demographic information can be used in all your other advertising mediums to make them more efficient.
3. Location Based Marketing.
This allows people who opt in to a campaign to opt in to a specific geo-location group. This allows an SMS message to automatically be sent to this group when they come within a certain radius of your business. A good example of this type of campaign is a downtown restaurant offering a two-for-one special. Since the message is targeted to those who are close by, the conversion rates can be very high.
Another variant of this strategy is to send a coupon to your location-based group with an offer that is redeemable at your store. When the customer comes in and makes a purchase, they simply show the cashier the coupon on their phone and the coupon is redeemed via a number of technical redemption options.
The key here is that a ton of information can be collected from the coupon via the barcode at the point of sale. This information goes into your database, which can be used to subsequently market to this consumer on an even more targeted basis.
Everyone is familiar with the simple barcodes used by, for example, grocery stores for years. These “old-fashioned” barcodes could only store 20 digits. The latest barcodes, called QR Codes, can handle several thousand characters. Your ability to define, target and segment your database is greatly enhanced because of this new technology.
And all this happens at the POS as a result of your SMS coupon offer that drove a prospect that was “swimming in your pond” and ready to buy to your store. Mind boggling.