Multi channel meet your new BFF, SMS

Transcription

1 Multi channel meet your new BFF, SMS

2 When it comes to SMS marketing, the biggest mistake marketers make is thinking in isolation. Here, we reveal inspirational ideas and creative excellence on how brands reached their full potential in driving customer engagement across various channels. Multi-channel, meet your new BFF, SMS. 2

3 WHAT S INSIDE 4 Integrating your SMS campaign to your other marketing channels 12 SMS + Shop front 6 SMS + 8 SMS + Outdoor 14 SMS + Restaurant table talkers 16 SMS + Letterbox 10 SMS + Facebook 18 Putting it all together 3

4 Integrating your SMS campaign into your other marketing channels 4

5 You know how to write the optimum SMS message. You know how to measure the results of your SMS campaign. And you ve no doubt heard that a massive 98% of text messages are read by recipients 1. But there s still something missing from your campaign. The one thing with the power to transform it from a simple SMS campaign into an almighty lead generating, customer engagement, loyalty building machine The answer is impressively simple: you need to integrate your SMS campaign into your other marketing channels. + Rather than using SMS as an isolated tool, your marketing efforts will be amplified if you build SMS marketing into as many inbound campaign channels as possible. Print, social, , outdoor, in-store, letterbox; whatever the channel, SMS delivers a simple and cost-effective yet explosive way to build your subscriber database and get closer to your customers. As an added coup, by integrating SMS into other channels, you ll drop your opt-out rates to an all time low. According to research 2, the average opt out rate is around 3.7% for every thousand text messages sent. Where does yours sit? Fortunately, integrating SMS into the rest of your marketing strategy is easier than you think. To get you started, here are 6 examples of how SMS can perfectly complement your existing marketing channels: 5

6 6 SMS +

7 Leverage your marketing campaigns to give subscribers a reason to join your SMS list and engage with your brand in new ways. Take this Best Buy campaign in the US. In the lead up to the busiest sales period known to man, Best Buy ed its customers encouraging them to text HOLIDAY to get the latest Black Friday, Cyber Week and holiday deals. Not only did this ramp up their database just before the big seasonal push, but the timely message gave customers a powerful reason to interact with the brand through another channel. Give your customers a reason to interact with your brand through other channels 7

8 8 SMS + Outdoor

9 Integrate SMS with your outdoor campaign and target your customers in precisely the right spot. The trick here is simple and seamless execution, as Spotify Australia s recent text to listen outdoor campaign demonstrated. This campaign not only won the OMA Creative Collection award for Best Creative Execution, it remains a legendary example of how SMS marketing can work on every level. Eye-catching posters invited city commuters to text a number to receive instant access, on their smartphone, to charttopping music. The results were staggering read all about how Spotify got it right. 9

10 10 SMS + Social

11 If your social page is thriving, use your fan base to grow your SMS subscriber base. Pizza Hut did exactly that when it posted a picture to its Facebook timeline, inviting more than 10 millions fans to text HUT to get free cheese sticks with their next order. Combining SMS with a free offer is one thing, but adding Facebook to the mix is pure genius. Just as with Spotify s outdoor campaign above, the process was seamless. Once fans texted the number, they were asked for their postcode and sent a link to the online order form optimised for mobile, of course. This made it easy for Facebook fans to experience the instant benefits of SMS subscription, meaning they are more likely to remain opted-in. 11

12 12 SMS + Shop Front

13 Include SMS in your shop front banners so it is the first thing people see when they enter your store. Generating SMS subscribers is as easy as tying in the call-to-action with a great discount, like this one by Bed Bath and Beyond. Lead with the discount and you are not only giving them a great reason to subscribe for more SMS offers, you also encourage a purchase right there and then. Give them a great reason to subscribe for more SMS offers 13

14 SMS + Restaurant Table Talkers 14

15 Drive SMS subscribes and repeat visits by adding your SMS promo to your table talkers. Restaurant diners are a captive audience especially because people always have their mobile phones out while waiting for their food. Tempt them with a tasty offer (free cheesy bread 2 for 1 drinks, 10% off) and make it simple, so customers can text quickly while their date is in the bathroom. 15

16 16 SMS + Letterbox

17 Generating new leads for your business can be as simple as adding your SMS campaign to your letterbox flyer. Salmat created this campaign for Stroke Foundation, which combined SMS and letterbox like a dream. Because this combination uses the lowest cost channels to market, it is an extremely cost effective and targeted way to reach consumers. An added option is to encourage people to text in their address, meaning you acquire s and mobile subscribers at the same time. Two birds, one stone. Adding your SMS campaign to your letterbox flyer can help generate more leads 17

18 18 Put it all together

19 If you want maximum subscriptions for your SMS database, you should be putting your campaign on every channel you can your social media networks, your website, signature, campaigns, direct mail, table talkers, point of sale, outdoor campaign and so on. It might be tempting to limit SMS marketing to your digital channels but this is only limiting the number of eyes who see it. Wherever your customers eyes are, that s where your SMS campaign needs to be. Be inspired by Taco Bell, who launched an SMS messaging campaign across radio, television and print. Customers were invited to text TBIC to receive a free Frutista Freeze with any food purchase. To manage the promotion and encourage immediate action from customers, Taco Bell used expiry dates in the text message offer. As a result, the brand reaped over 13,000 SMS subscribers within just five weeks, with 93% of those still subscribed at the end of the campaign. If that s not reason enough to integrate SMS across all your marketing channels, we don t know what is. Want to learn more about how you can leverage your marketing channels to increase your SMS subscribers? Speak to the experts at Salmat. 1 Frost & Sullivan, Slick Text, Cellit, Retail Mobile Marketing Benchmark Report,

20 Looking for an SMS Gateway You Can Trust? Salmat s MessageNet is an SMS gateway with the industry experience and reliable platform you need for your SMS communications. We re faster and more reliable than other providers because we have direct connections to Australian carriers and a robust enterprise infrastructure. And to ensure you get the best ROI from your SMS communications, we back our service with 24/7/365 customer service and an expert account management team. MessageNet offers 99.5% uptime with around 99.5% of all SMS messages delivered in less than two minutes. To find out how we can help you, contact Salmat s MessageNet today. Call support@messagenet.com.au 20