SMS Case Studies II

Harley-RT66-SMS-Campaign

 

 

 

 

 

SMS case study – Route 66 Harley-Davidson

February 22, 2012

See how Route 66 Harley-Davidson used SMS to build its mobile database.

Name and city and state of marketer
Route 66 Harley-Davidson, Tulsa, OK

Campaign/Program name
12 Days of Christmas

Duration
December 12 – 24, 2011

Call to Action
Consumers were encouraged to text the keyword RT66 to 55678.

Objective
Route 66 Harley-Davidson wanted to maintain its visibility with current customers and add new customers and revenue through a holiday promotion.

Strategy
The goal for 7 Media Group’s services for Route 66 Harley-Davidson was to promote products and increase sales to existing and new members of their mobile club.

Call to Action
Membership in Route 66’s mobile club was promoted through its social media campaign, in-store marketing and previous customers of the dealership. Members then received daily alerts offering a 20 percent discount on a different merchandise item each day. This increased customer awareness of the merchandise inventory and drew more customers into the store during a time of the year when sales are typically slower.

Results
The dealership had a significant increase in sales of the specific items discounted during the campaign period. For example, the sale of T-shirts purchased on T-shirt Day was over 250 percent more than a normal day. High-dollar items also saw increased sales. On Helmet Day, the number of helmets sold with the 20 percent discount equaled the number sold for the entire previous week; and on Leather Jacket Day, seven leather jackets were sold at the 20 percent discount, representing a 16 percent increase over jacket sales the previous week. These numbers also represented an increase in dealership traffic.

Lessons Learned/ Strategy quote from brand executive
“The 12 Days of Christmas campaign provided Route 66 Harley-Davidson increased sales, increased dealership traffic, and an increase in its mobile club membership,” said Nick Edwards, marketing manager for Route.

“This promotion continued the success of its mobile marketing that previously helped drive traffic to sponsored events, expanded membership in its mobile club, and increased entries in contests,” he said.

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York

 

 

 

 

Baxter morgue uses SMS

 

 

 

   SMS Case Study – Baxter Avenue Morgue

December 28, 2011

See how Baxter Avenue Morgue used SMS to build its mobile database.

 

Name and city and state of marketer
Baxter Avenue Morgue, Louisville, KY

Campaign/Program name
Baxter Ave Morgue mobile campaign

Duration
3.5 weeks

Common short code and keywords used
Keyword BAXTER was texted to shortcode 74642

Objective
The primary goal of the campaign was to engage the target audience via mobile and build a mobile database to enable remarketing. Baxter Avenue Morgue, a haunted house, is only open for a short duration during the Halloween season.

The campaign therefore had to gain the attention of the target audience effectively and immediately to ensure the intended results would be reached before the haunted house closed for the year.

Target Audience
The target audience of the campaign was teenagers and young adults in Louisville and Southern Indiana. One of the reasons that mobile was such a valuable component of this campaign is that the target demographic is very actively involved with their mobile phones.

Strategy and Tactics:
Insight Media, a local cable operator, ran the call to action in commercial spots. Spots were run on channels which reach a young target audience, namely ABC Family, MTV, VH1, CMT, Cartoon Network, and AMC, during Halloween related programs such as ABC Family’s 13 Nights of Halloween, AMC’s Fear Fest, and SyFy’s Halloween program.

Additionally, Ping’s detailed reporting system provided feedback on which time slots and shows were generating the highest consumer responses. This further allowed Insight Media to optimize the placement. Working together, Ping Mobile and Insight Media were able to ensure that the ad placement was executed with sophisticated targeting—ensuring it would reach an interested audience.

Call to Action
Consumers were encouraged to text the keyword BAXTER to 74642 for a chance to win 2 free tickets to Baxter Avenue Morgue. A winner was drawn each week.

Results
“The campaign exceeded expectations on many levels,” said Tony Cambron, promotions administrator at Insight Media. “Many thousands of consumers texted in from the three targeted locations of Louisville and Southern Indiana.

“Of those, more than 50 percent opted to receive future messages from Baxter Ave Morgue,” he said. “The results were particularly impressive since the commercial spots were just 15 seconds long, leaving a small window of time to communicate the call-to-action, and since the estimated retail value of the weekly prize was just $40—relatively low for a sweepstakes.

What next
The campaign ended just before Halloween.

In the subsequent week, Ping Mobile pushed a number of messages to the compiled database offering admissions promotions. Messages were pushed in the few days leading up to Halloween as well as on Halloween itself.

Lessons Learned/ Strategy quote from brand executive
“Timing is key,” says Shuli Lowy, marketing and client services manager at Ping Mobile. “The text in rate was high because the Halloween related activity was advertised in the few weeks leading up to the holiday when the spirit was tangible. The mobile channel provided a unique opportunity to contact consumers on the actual eve of Halloween when they were out trick-or-treating and would be most inclined to visit the physical location. Furthermore the database was freshly compiled—ensuring that all consumers maintained current interest in the brand and remembered their recent choice to double opt in. Unquestionably, the absolute perfect timing of this campaign played a central role in its success. With the holiday season in full swing we can apply this valuable lesson to current and upcoming campaigns. ”

 

 

 

wkst-TV-uses SMS Texting

 

 

 

SMS Case Study – KSTV

 

 

 

December 13, 2011

See how KSTV used SMS to engage sports enthusiasts and get their feedback on shows.

Name and city and state of marketer
cnl2’s Kentucky Sports Television
Louisville, Lexington, and Northern, Kentucky and Evansville, IN

Campaign/Program name
KSTV- The Ultimate Tailgating Experience

Duration
3 weeks

Common short code and keywords used
Keyword KSTV was texted to shortcode 74642

Objective
The objective of this campaign was to get a gage of KSTV viewers that would take the time to interact with the show KSTV.

Target Audience
cn|2 and KSTV viewers and local residents aged 18-45.

Strategy
The cn|2 ran a mobile sweepstakes to gage the number of their viewers who are interested in their sports related show KSTV; consumers were encouraged to text in for a chance to win “The Ultimate Tailgate Experience” which included a $150 Kroger gift card, a case of Rootie’s BBQ sauce, a tent, a grill, and a host of extra sports related extras.

The package was geared to lure a typical Kentucky sports fan. Those that texted in were then offered an additional ten chances to win should they choose to double opt-in.

Call to Action
Consumers were encouraged to text the phrase “KSTV” to 74642 to enter to win the sweepstakes.

Tactics
The call to action was aired by Insight Media during cross—channel cable advertising spots on shows which reached the target audience. The campaign was monitored closely and the ad placement was constantly optimized so that it would be placed on shows in which it triggered the most consumer responses.

Both the cn|2 website and the Kentucky Sports Radio website hosted banners which further advertised the call to action. The sweepstakes was also mentioned on the KSTV weeknight show and in an email sent to the network’s email database. Insight Media also spread the word by passing out flyers at the Kentucky State Fair and making an announcement to encourage attendees to text in.

Results
Thousands of viewers texted in to the campaign in just a few weeks.

Ping’s platform was able to break down the responses moment by moment to further analyze the reaction to all the different forms of advertising—providing valuable information for campaign optimization.

Additionally, over 54 percent of the campaign respondents opted in to receive future messages from the channel.

“We feel the campaign performed very well!” said Mary Cooper , cn|2 Coordinator. Above all, the campaign, gave cn|2 an idea of how many local residents and channel viewers are interested in sports related programs—providing valuable data for the channel.
 
What next
This is the second mobile sweepstakes cn|2 has run Insight Media, and once again their campaign has achieved incredible success.

KSTV plans to continue engaging its viewers via mobile to inform them of show times, special series, or any related events.

The database compiled from this campaign will serve them well since it is comprised almost entirely of sports fans; this enables cn|2 to target content they push to subscribers and to ensure that messages reach a receptive audience.

Lessons Learned/ Strategy quote from brand executive
“A call to action is only as powerful as its visibility,” said Shuli Lowy, marketing and client services manager at Ping Mobile. “Instead of just choosing one medium through which to advertise a call to action, marketers should use all mediums available. In this campaign we targeted consumers through many commercial spots, banners on the web, announcements on talk-shows, emails, and through the distribution of flyers. The multiple efforts triggered an outstanding boost in consumer responsiveness.”

 

 

Nova1

 

 

 

 

 

Mobile Advertising Case Study – Northern Virginia Community College

November 17, 2011

See how Northern Virginia Community College used mobile ads to generate buzz amongst young adults.

Name and city and state of marketer

Northern Virginia Community College

Objective
It is no surprise that currently four out of every ten mobile phones in the U.S. are smartphones.

Additionally, consumer reports show that nearly 45 percent of smartphone users are aged between 18 and 34, presenting an enormous opportunity for companies and organizations who seek to connect with young adults.

Northern Virginia Community College (NOVA), the second largest multi-campus community college in the United States, wanted to capitalize on this tremendous opportunity in the lead-up to the new academic year.

NOVA devised a campaign that would use mobile to generate buzz amongst young adults in NOVA’s local area.

Target audience
Consumers 18-34-years-old

Tactics
A clickable banner was designed which lead to the NOVA mobile Web page.

Delivered the banner only in the relevant counties of Arlington, Fairfax, Loudoun, and Prince William.

The targeting was further refined in real-time by the technology and delivered to applications and sites likely to reach the target audience (adults aged 17-25 with college related interests).

The built in algorithm in The Mobile’s platform automatically optimized the campaign – concentrating ads on applications which were triggering more consumer interaction with the banner.

Any marketer will admit that it is easier to generate excitement about a spiffy new car than a local community college. Academia is a much heavier topic—particularly for casual mobile surfing. In addition, the ad itself was purely informational, with no enticing promotion, discount, or other clear call to action.

The system gauged the mobile traffic within the predetermined location and promised to evenly deliver at least 20,000 clicks over a two month period.

Results
Ping delivered over 120 percent of the bold number of promised clicks.

Ads were targeted not only based on location, but also on the displayed interests of the end-users’ mobile activity.

The combination of the sophisticated platform combined with the dedicated and experienced Client Services Managers ensured that the campaign was not only well-planned but also well-managed.

Strategy quote from brand executive
“When I first heard what Ping promised they could deliver, I thought there was no way they would come close to the target.” says Chris Herring, director of digital media at Barkely REI (NOVA’s marketing agency).  “We were doubtful they could actually provide that many clicks within such a small location range, and with no ‘offer’ or incentive to the user.”

“We were really impressed with the campaign’s performance in terms of delivery potential” he said. “The click volume was well paced and even through the entire campaign, neither front-loaded nor back-loaded; everything ran smoothly.”

“The goal of the campaign was focused on branding. And there was a definite boost in mobile Web traffic during the campaign window.  We sense a substantial increase in local engagement with the brand on mobile platforms.”

 

 

 

BelTerra Casino-Text-Campaign

 

 

 

 

SMS Case Study – Belterra Casino Resort

 

August 11, 2011

See how Belterra Casino Resort increased its database via an SMS campaign.

Name and city and state of agency or marketing services firm
Belterra Casino Resort, Kentucky via Insight Media, Kentucky

Campaign/program name
Belterra Casino Resort Sweepstakes

Duration
One month

Common short code and keywords used
Consumers were asked to text the keyword BELTERRA to short code 74642.

Objective
The primary goal of the campaign was for Belterra to build a mobile database so that they would be able to contact interested consumers in the future with promotional opportunities and other communications.

Target audience
Belterra Casino Resort targeted consumers in three nearby locations: Louisville, Lexington, and Cincinnati.

Strategy
Belterra ran a text-in SMS sweepstakes campaign to win a one night stay at the hotel and a $100 resort credit. After texting in, consumers received a double opt-in request offering an additional ten chances to win should they accept.

Call to action
Advertisements drove consumers to text BELTERRA to 74642 for a chance to enter to win the sweepstakes.

Tactics
Insight Media managed the publicity of the campaign. They advertised the call to action on local television stations on channels and time slots which reached the target age group.

Results
The campaign produced incredible results with thousands of consumers texting in from each of the three targeted locations. Of these, almost 60% elected to double opt-in to receive additional messages from Belterra in the future.

What next
Belterra was extremely pleased with their first mobile marketing experience. They plan to continue running mobile campaigns  in order to increase brand awareness and drive sales. With a targeted, opted-in mobile database of local consumers at their disposal, this shouldn’t be too hard a task.

Lessons Learned
The right combination of an alluring offer and appropriate publicity of a campaign can have tremendous success, regardless of market size. This campaign was another powerful reminder of the prevalence of mobile use and consumers’ interest in engaging with businesses through their mobile device.

 

 

ViQuest-Fitness-SMS-Campaign

 

 

 

 

SMS Case Study – Viquest Wellness Center

 

 

March 11, 2011

See how Viquest Wellness Center increased gym memberships via an SMS campaign.

Name and city and state of marketer
ViQuest Wellness Center

Duration
01/01/2011 – 02/27/2011

Common short code and keywords used
74642 / VIQUEST

Objective
To increase gym memberships

Target audience
Residents in and around the area of Greenville, NC, who might be interested in going to the gym

Strategy
Ping Mobile in partnership with SuddenLink Media, ran television spots with the call to action.

Call to action
Text VIQUEST to 74642 to receive free registration and a free after hours pass if you register before Jan. 31.

Tactics
Placing the call to action on cable television spots in the Greenville, NC, area.

Results
A whopping 307 people texted in and 44 percent of those double opted in to the ViQuest mobile database and receive more text message offers from ViQuest.

What next
ViQuest remarketed to its database in February.  It offered an exclusive offer to pay no dues until March 1st and also receive a surprise free gift. Only those who double opted into the database received this exclusive offer.

Lessons learned
Cable television offers the perfect advertising vehicle for mobile and mobile helped the trackability of the commercial.

Surprise finding
A local gym in a small market can have a successful campaign with the right offer at the right time. Providing free registration of a gym membership right after New Years is the perfect time for all of those making resolutions to lose weight and get fit.

Quotes
“We worked together with ViQuest management team to produce an effective television commercial that focused on results by combining the power of cable television advertising and mobile texting. We are thrilled with the results of this successful campaign.” – Bill Poplin, general sales manager, Suddenlink Media.

“The ViQuest texting campaign substantially exceeded our expectations and provided a great way to measure our return on investment with Suddenlink. We will definitely be using this service again in the future.” – Keith Corder, director of operations and marketing at ViQuest

 

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