PACHA New York SMS Marketing Case Study

Objectives:
PACHA is one of New York’s largest and premier nightclubs.  Traditional print and email marketing was not providing enough return for their regular and special club night events.  To solve this problem, they decided to implement a text messaging marketing strategy to promote their weekly parties as well as their big DJ nights.  PACHA also needed an easy way to capture their customer’s information once inside the club.

Solution:
PACHA chose Club Texting to provide them with the technology to execute their text messaging marketing campaign.  Within 24 hours, Club Texting created an account with the key word “PACHA”.  Within the next week PACHA had placed call-to-action signs within their venue bathrooms and behind the bars as well as on their plasma screens.  Their marketing materials are shown below.

In addition to in-venue ads, PACHA included on their website, email and print flier promotions this simple message: “Text the word “PACHA” to CLUBS (25827) and Get Invited To Our Hottest Parties”.

Within 3 weeks of the beginning of their Club Texting campaign, PACHA amassed a 2,000 person subscriber list.  On April 25th, 2006 10 AM EST PACHA sent out its first Club Texting message to its subscriber base.  The message read as follows:
PACHA NYC: DJ Tiesto Exclusive Live DJ Set Tonight 8 PM – Ladies Free & Guys Reduced With This Text – 618 W 46th St.

The next day, PACHA counted the amount of people who they admitted with the cell phone promotion and the results were as follows:
Total Amount of People: 300 (a 15% return)
Men: 175
Women: 125

Outcome Analysis:
Pacha sent 3500 messages to their subscribers for an event.
Total attendees resulting from their text campaign: 440 = 12% return

Total Amount PACHA earned from attendees obtained from their campaign:
Door Income: 240 Men Paying $15 Reduced Admission Each = $3600
Bar Income: 440 attendees average 2 drinks per person at $10 per drink = $8800
Total Income = $12400

Today PACHA has grown their subscriber list to over 6000 members and continues to use the Club Texting system to notify their subscribers about upcoming events 2-3 times per week.  Their text messaging marketing strategy has consistently out performed any other marketing efforts they have tried in the past.