Coco Bongo Mobile Marketing Case Study:

Club Texting - Case Study
Coco Bongo

Objectives:
Hailed as “the number one Latin nightclub in New Jersey” by the NY Times, Coco Bongo has set the standard for nightlife and live entertainment in Elizabeth, NJ for over 7 years.

Coco Bongo advertises their special events and concerts extensively, using radio, email, print and online marketing.  The challenge for Hillary Gomez, Marketing Director, was to find a more direct way to reach out to their clientele, so that customers feel a personal attachment to the club.  Hillary decided to partner with Club Texting based on affordability and a wide range of product features.

Solution:

Coco Bongo launched their text messaging campaign in January 2008, quickly adding a text messaging call-to-action on all of their promotional materials.  The reaction from customers was phenomenal, largely due to the fact that Coco Bongo offers free admission and drink specials just for signing up.  Their top three methods of promotion include:

• Coco Bongo advertises with two of the largest Spanish radio stations in the tri-state area, and every commercial includes the tag “Text the word BONGO to the number C-L-U-B-S (25827) to receive VIP specials and free admission!”
• Their website features Club Texting’s online signup widget, instantly viewable to all site visitors from the home page.
• In-venue announcements by DJs and the club’s staff has proven highly effective, especially during live events.

Coco Bongo values their customers and always makes the effort to “give something back” in each message they send.  Announcements are generally sent between 2pm - 5pm, always the same day of the event.  Below is one example:

MISS COCO BONGO 2008 CONTEST TONIGHT WIN UP TO $50,000! DRINK FOR ONLY 50c ALL NIGHT, LADIES FREE B4 11PM WITH THIS TEXT. INFO: (908)527-1928.

Outcome:

“Club Texting offers a great service, and the best rates.  The online [customer] service is phenomenal and I always get a rapid response on behalf of its staff.  Text messaging is definitely the # 1 marketing strategy that we at Coco Bongo abide by.”
- Hillary Gomez, Coco Bongo

In just three months, Coco Bongo has been able to completely end the use of all print advertising - including flyers – and rely solely on text messaging, radio, and emails.  In the first month alone they accumulated over 1000 subscribers, and today their list includes almost 6000 numbers, still growing daily.   

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