So, you’ve considered the options, examined the target audience reach and decided to go with a print ad or radio spot campaign. Great.
But what if you could increase your ROI by using that same ad or commercial to build a sustainable database of customers in the process …one that you could communicate directly with, time and time again in the future without buying more ad space?
Say what?
Today’s advertising mediums offers business owners the opportunity to engage consumers on multiple levels, and leaving a large segment of that opportunity – the mobile consumer -- on the cutting room floor is shameful, if not a down-right marketing sin.
Mobile Text Marketing is not about making coupons or other one-time-deals easy to obtain.
It’s about building relationships with new and currently valued customers that expand over time; building a mobile database, if you will, of customers that allow you to communicate directly with them when you have something great to offer …on a platform that has proven superior in reaching them: their mobile device.
Here’s an example:
You’ve purchased radio advertising to run over two weeks in a strong market for $10,000 as part of a sponsorship package for an upcoming event.
As part of that packaging, you’ll also receive banner ads on the station’s homepage that link to your business website as well.
Again, great so far, but I would argue, self-limiting if you stopped there.
After the two-week run, the event is over and so are your ads. What now? How much do you have to show for your effort and expense?
By the end of that two-week campaign, you may have generated some new interest and garnished some new customers, but outside of running more ads (added expense), how will you keep them engaged and coming back?
You can do better almost effortlessly.
What if for as little as $250 more (a mere 0.025% of your total investment), you could include a mobile text message proposal in the same radio or print ad offering a chance to win “TWO FREE TICKETS” for the event? It might read something like: “Text: “Tix” to 94932 for a chance to WIN TWO FREE Tickets!”
In addition to the base audience reach and impressions offered by the original advertising buy, including a text message ‘call to action’ offer would also engage mobile users and generate new subscribers to your mobile marketing database each time someone opted-in by texting “Tix” to your short code (94932) to win.
Long after the radio campaign ends, instead of dead air, you’ll have something tangible; a growing database of mobile customers that lives on and from which you can promote to directly.
In the future, you’ll have the opportunity to engage and reward them with additional offers sent directly to their mobile phones.
It’s estimated that 95% of mobile text messaging offers are read (can you say, “Captive Audience?), and of those, 30% - 60% will take action on them.
Stack that against an action rate of 1% - 2% (average) for Direct Mail and its clear that building a mobile database of valued customers is not only inexpensive and easy, but really, really smart, especially if you can piggy-back your efforts within traditional advertising campaigns.
Interested in chatting about how you can increase the ROI of your next promotional campaign through mobile text messaging without a lot of added costs? We’re ready when you are!
