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February 4th, 2014

SMS Mobile Marketing | Orange | Paddy Power | Domino's | Walkers


For many of us, our mobiles are now an integral part of everyday life. They never leave our sides and if they do, it isn’t for long. Mobiles are our main source of internet research, social media and our morning alarm, so with phones playing such a large part in our lives it seems obvious to optimise your marketing for mobile. The following companies have experimented with SMS mobile marketing and found great success. Could you take a leaf out of their book?

Orange (Wednesdays)

The Orange Wednesday campaign is one of the longest running SMS mobile marketing services out there. It has become one of the main reasons people buy a phone with Orange over other service providers and has brought huge numbers to cinemas nationwide. All Orange customers can simply text ‘FILM’ to Orange’s designated number in order to receive a 2 for 1 discount on cinema tickets at any theatre on a Wednesday. This campaign has transformed the least popular cinema day into the week the busiest. This promotion has been used by millions of Orange customers to date across the UK and further afield.

Paddy Power

Did you know that you can place a bet via your phone? Well you can with Paddy Power, and in fact the company has seen a 300% growth in the number of mobile bets they receive. In 2010, the company decided to increase their engagement with customers by offering free bets via text. These campaigns received response rates of up to 15%.

Domino’s Pizza

Domino’s delivers much more than just pizza these days – no we don’t mean chicken sides! For many years, the pizza chain has been utilising SMS messages to drive traffic through their doors. When ordering, online customers are asked if they would like to receive updates via SMS; if so, they will receive messages about Domino’s latest deals and promotions as well as occasional coupons. This is a win-win situation – the customer gets discounted orders and free information and the company has the opportunity to increase sales.

Walkers

Walkers are powered by their large marketing budget and have previously rolled out a campaign where an iPod was given away every hour to purchasers of crisps who text in a code placed on the packaging. Who doesn’t love free stuff? Walkers would text back applicants whether successful or not and would send messages such as ‘Did you know that 34% of the winners yesterday came from Barbecue Beef?’ The next day barbeque beef sales soared as crisp eaters optimised their chances of winning. Across this campaign, Walkers received 17 million entries, 7% of which came from the UK.

SMS and Your Business

If you are considering running your own SMS mobile marketing campaign, here are a few tips to start you on the road to success:

  • Provide value first, capture data second
  • Always include a call to action
  • Make sure to send the text at the best time of day. For example, if the deal is a limited time offer, send it early on in the day
  • Be brief – limit your text to the length of a tweet
  • Never resend the same content
  • Monitor and track results

 Can your organisation benefit from intelligent SMS marketing solutions? 

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