Bulk SMS in Australian Marketing Campaigns – Part 3
Bulk SMS messages are used in a variety of ways by Australian marketers. A great tool for customer retention and acquisition campaigns, bulk SMS messages can also be used to directly generate sales for online products through premium-rated SMS numbers, and drive traffic to real-world stores.
Be prepared by reading the Australian Interactive Media Industry Association’s (AIMIA) guidelines on the ethical standards of marketing using mobile phones and bulk SMS before embarking on your marketing campaign. Following on from the second post in this series, you should have already identified the primary objective of your bulk SMS marketing campaign. Read on for some campaign ideas and real-life examples:
Use Bulk SMS for Customer Retention Campaigns:
If your objective is to maximise the ‘spend’ that you get from existing customers, bulk SMS messages are a great medium. Offer added-value to existing customers to ensure that you retain them, and benefit from the ‘word-of-mouth’ exposure that they will give your brand. There are several ways to do this using bulk SMS. You can offer notification alerts of promotions and sales, mobile vouchers to be redeemed in store, or send booking confirmations and birthday greetings. Remember that bulk SMS messages can be personalised with names and other defining characteristics. Offer additional value with gift ideas, recipes or open an SMS help-line. The main purpose behind using affordable bulk SMS messages for these kinds of alerts is to reactivate former customers and encourage existing customers to spend more money with your company. Use bulk SMS to cross-sell and up-sell, all while making your customers feel valued.
Use Bulk SMS for Customer Acquisition Campaigns:
Reach an entirely new target market through innovative use of bulk SMS. Run SMS competitions, encouraging customers to pass the competition message onto friends by inviting them to enter. This automatically extends the reach of your brand, at no cost to yourself. Encourage new customers to sign-up for your bulk SMS messages in order to receive instant notification of specials, sales and in-store promotions.
An award-winning example of an excellent customer acquisition campaign is the Smirnoff Experience secret parties – using a variety of mediums, including bulk SMS, to alert guests to the carefully-kept secret location of the party. The hype around these parties enhances the Smirnoff brand and the effect is evident in their retail figures following such campaigns.
Use Bulk SMS to Generate Revenue:
Make sales directly from a mobile platform using bulk SMS as the medium. Mobile products can range from wallpapers, ringtones and downloads to news headlines and weather alerts. These premium-rated bulk SMS messages allow you to directly generate cash. Standard text messages can also be used to drive people to real-world stores.
The 2008 Australian Mobile Phone Lifestyle Index, produced by AIMIA, shows that SMS is still the most desired communications medium (62%) amongst Australian consumers. The most popular request for future mobile content are digital music downloads, games and wallpapers with an increased interest in mobile maps, news and weather content.
Australian companies have not begun to even scratch the surface of the business potential for bulk SMS. Take the plunge, today!
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Tags: bulk sms, bulk sms campaign, Bulk SMS Messages, bulk text messages, Clickatell, mobile marketing, SMS, SMS gateway provider, SMS messaging
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One Comment On This Post
Thanks for the article. SMS really is a great marketing tool – just as email replaced regular mail, mobile marketing will replace direct mailings. It is all the benefits without a lot of the physical costs.