Out-Of-The-Box Thinking in SMS Marketing
When you think of SMS marketing, what comes to mind? The usual mobile coupons? Limited time offers? Maybe you’d think of loyalty programs offering discounts for purchases. All of these are great uses of SMS messaging. But sometimes, if you do something just a little different, the results get even better.
I stumbled upon an example of one company using SMS that is, well, a little different from others I’ve seen. It’s actually a company I’ve written about recently, Frito-Lay, the US parent company of Lays brand crisps (Walkers in the UK). That previous blog focused on how they used SMS in a contest.
This time though, it’s how they implemented a reward program using SMS that caught my eye.
Rewards of a Different Kind
Like most reward programs, consumers get something in exchange for buying their product. In this case, specially marked bags of crisps. Only, the reward wasn’t more crisps or money back, or even discounts on future purchases. Instead, they would receive $10 off exclusive phone cases from Society6.
It worked (or works, as the promotion is on-going as of this blog) like this:
- After purchasing the product, customers take a photo of their receipt as proof of purchase.
- They then send the image via MMS to a shortcode.
- Once the receipt is validated (it isn’t clear how this is performed), the customer gets a reply SMS message with a coupon code and a link.
- When they visit the link, they pick out their phone case and type in the coupon code for the $10 discount.
Why would they approach rewards in this way? Here’s a quote from an article in Mobile Marketer that sums it up nicely:
“This may prompt smartphone users interested in a new case to purchase several packages of Frito-Lay chips, even if the snacks were not originally on their shopping lists. The novelty of receiving an offer to use on popular iPhone cases will set the Frito-Lay campaign apart from its competitors.”
The company clearly had two objectives:
- Increase sales
- Differentiate themselves
There’s no word on how well they are doing in sales for this promotion. Perhaps when it is complete there will be a follow-up article with results. It is certainly a gamble that enough people “interested in a new case” would see the packaging or ad, and buy more crisps because of it.
As for the second objective, it’s clear they’ve achieved it as no other company is doing anything similar at the moment (based on my research of similar type products in the US).
Even SMS is a Differentiator
Using SMS marketing for loyalty or reward programs is still fairly new. Well, it’s not new but only a small percentage of businesses use it this way (which makes it “new” in marketing). It’s estimated that only 21% of brands are using SMS for loyalty programs. The same study showed 48% of consumers prefer SMS over email for messages about loyalty and rewards.
So, when you combine the use of SMS, MMS and a novel reward (phone case), it really differentiates the brand from others.
Can You do the Same?
I’m not sure how Frito-Lay decided that exclusive phone cases were the right offer for their promotion. But I’d guess they did some consumer research and perhaps tested ideas out first before launching the main event. They are a large multi-national company after all.
Any company though, could use the same approach to meet those objectives, or similar ones. All you have to do is think a little outside the box – like a customer rather than a marketer – and figure out what incentive they would want.
A short survey sent out to your SMS list could give you insight into what your customers are thinking – and what they might want as a reward for their purchases. At the very least, you’ll learn more about your customer’s preferences. At best, you’ll run a tremendously successful rewards campaign. And that would be a marketer’s best reward.
One of the key takeaways from the Salesforce 2015 State of Marketing Report was that when mobile is integrated into your marketing strategy, everything performed better. That makes sense when you think about it. Mobile is a unique channel that provides you a direct link to your customers.
The drive to earn and retain consumer loyalty is big business in the UK. Increasingly, companies are grasping the important role SMS text messaging can play in this. Customers’ mobile phone numbers are gold dust. The most forward-looking companies are developing systems to encourage customers to opt-in. Then, they are structuring SMS campaigns to build loyalty and reap maximum commercial advantage from it.
Mobile Marketer is holding the mCommerce Summit: State of Mobile Commerce 2016 today in New York City. And you'll get to find out what happens when I get back and write about it next week. But today, I'm going to give you a sneak peak at what I'm seeing in New York at this moment. Before I do though, be sure to check our fastsms Twitter feed throughout the day. I'll be sharing the best tidbits as they come up in each session as they happen.
Discover how to come up with an SMS marketing campaign in this article which looks under the surface of some of the UK's most successful ever SMS marketing campaigns. Whether you are looking to boost revenue, improve customer satisfaction or help your brand stand out with a unique and memorable promotion, this article shows how a simple approach to SMS messaging can work wonders for your company.
It was late Thursday afternoon on a busy week when I heard the familiar jingle. I received a text message from the company I rented a DVD from about a week prior (I know, who rents DVDs these days - but stay with me). They wanted to ask if I’d forgotten about it, since I hadn’t yet returned it. Indeed I had forgotten.
SMS marketing or short messaging service marketing is swiftly gaining popularity all over the world. Using text messages for business purposes is convenient and quick. It's also extremely cost-effective when compared to other methods of communication. When used correctly, an SMS marketing campaign can do wonders for your business reputation, not to mention your profits.
Comparing SMS and email marketing results for the 2015 holiday season, this article taps into reports from Expedia and Adobe to share important insights.
So many of us are used to having our mobiles around nearly 24 hours a day that it’s easy to forget it’s still a growing industry. And though SMS has been around for over two decades, the ways we use it and people’s willingness to use it continues to grow. So for this blog I picked out five facts about mobile and SMS that really make the case that SMS for business has come of age. Let’s see if you agree.
It’s said over and over that SMS is one of the most personal forms of communications today. That’s mainly because people guard their mobile numbers and only give them out to those they think worthy of them. So anyone who has opted into your SMS messaging has indeed invited you into their personal world.
In many ways, SMS messaging is so commonplace people don’t think about it. They just do it. For example, using SMS for mobile marketing in retail is a fairly standard use case whether you’re a company or the consumer. But there are always exceptions – those who innovate when it seems there’s nothing new to be had. Here are two examples of companies from the US using SMS in ways no one else is – yet.