The price for being funny in an SMS message
Everyone loves a good joke. Well, maybe not everyone since humour can be very situational. That’s what a company called Parklife Weekender, who run Manchester’s annual festival, discovered last week.
Earlier this year they had sent a marketing text message out to their list promoting “after parties” for the annual festival. The message read:
“Some of the Parklife after parties have already sold out. If your (sic) going, make sure your (sic) home for breakfast! Xxx www.afterlifemcr.com”
By itself the message seems harmless enough. And it is. But instead of using their company name as the “from” name, they changed it so that people would receive a message from “Mum”.
According to a statement by the company, the change “was intended as a fun way of engaging festival-goers”. Unfortunately though, many people took exception to receiving the message. Among them people whose Mums had died. Some of them had lost her in just the few weeks before the message went out.
When people complained to the company, the response wasn’t sympathetic. It wasn’t until later they issued a statement saying they acknowledged the message might not have been appropriate for everyone.
The apology wasn’t enough though, and the Information Commissioner’s Office (ICO) issued the company a £70,000 fine last week. In a press release, the ICO said “This was a poorly thought out piece of marketing that didn’t appear to even try to follow the rules or consider the impact that their actions would have on the privacy of individuals.”
Anyone that runs a marketing campaign using electronic means needs to abide by the Privacy and Electronic Communications Regulations (PECR). Most of the fines you hear issued have to do with spamming text messages to people who have not opted into receive them. But Parklife specifically violated the regulations by changing the name of the sender to be something other than the company. The result was a deceptive marketing campaign and Parklife was ordered to pay the fine.
Text message marketing is very effective, quick, and works for just about any industry. But this case underlines how important it is to be aware of the regulations regarding the marketing messages you send. The ICO has put together some guidance on helping organisations understand the regulations on its website.
If you’re considering a text message marketing campaign, don’t be put off. Give us a call and we’d be happy to help you understand what you need to know for your particular campaign.
When conducting an SMS marketing campaign, there are a number of compliance regulations you should be aware of, to ensure that your communications are as effective as possible, without being potentially damaging to your campaign or your business. If you're marketing to a UK market, the UK Privacy and Electronic Communications Regulations (PECR) gives clear guidelines on what falls within the rules. Here we've highlighted some key tips to ensure your next campaign is compliant, based on common questions that arise.
Over the last month or so I've signed up for quite a lot of webinars. I'm always trying to learn more about technology, marketing, best practices – you get the idea. So I've been excited to see many organisations offering SMS reminders for webinars. But there is one experience I had with an SMS reminder for a webinar that I simply had to share.
Mobile marketing offers an unprecedented access to your customers virtually any time, anywhere. This is particularly true for SMS marketing because it is “always on”. Customers don’t have to be surfing the web, or using an app to receive messages. Instead, they see the marketing messages right alongside ones from their friends and family.
The first thing to remember is that legally, you must give the customer the chance to both opt-in and opt-out of your SMS campaign - but the good news is people are happy to opt-in - 49% of them according to a 2014 survey. So all you need to do is stay compliant and follow some basic guidelines to grow your list.
The Information Commissioner’s Office (ICO) issued seven monetary penalties against companies this year. We’ve read through them all – so you don’t have to – and discovered two lessons every company should learn about SMS marketing if they want to be successful.
Is SMS marketing a viable strategy for SMEs to grow their businesses? A recent article by a US SMS provider suggests not but we debunk that view. Read how and why Fastsms can help small businesses can succeed with SMS marketing without breaking the bank.
In many of our previous posts, we have discussed the whys and hows of SMS marketing, listing the benefits, and the impacts on lead generation. There’s no doubt that by employing a marketing strategy that uses business SMS as a medium that your processes will become more efficient and your leads will become more targeted, meaning a better ROI. Here we will look at the best practices for SMS marketing to ensure your campaigns are offering the best for you and your users.