Ran Pass Liquors Mobile Marketing / Text Messaging Case Study:

Club Texting - Case Study
Ran Pass Liquors

Objectives:

Ran Pass Liquors is more than your average liquor store. Each year, this El Paso-based liquor store donates over 10% of its income to local charities, sponsors numerous events in the El Paso market - from live bands to its very own event "UNITY JAM" – and stays ahead of the game by offering their customers drink recipes and special discounts. To further extend their reach, Ran Pass also delivers and sells to bars & nightclubs. Following an overhaul of their website, customers will be able to seek information on brands, mixers, wines, etc.

Ran Pass was looking for an innovative way to keep current and potential customers posted on their weekly discounts, specials, events and other news, especially during slower days of the week. With the upcoming website, they not only wanted to offer customers an online ordering option, but also a TXT-2-Order option for those customers on the go. Ran Pass Liquors turned to Club Texting to come up with a custom program that will meet these needs.

Solution:
Ran Pass chose to unveil their text messaging program in two phases. The first was a push to generate signups and send mass discounts to their subscribers. Here is a sample of tactics:

Offering 10% time-sensitive discounts on purchases, along with free t-shirts

Using MySpace bulletins to promote the program and our Widget to increase signups

Ordered over 1000 custom water bottles to distribute during the upcoming Mardi Gras festival with a call-to-action directly on the label

Hired female staff members to hand out cards at bars/clubs with Text incentives

Phase two, which will be completed shortly, will include a brand new online ordering system for deliveries. Registered customers who wish to order via SMS can simply text “LIQUOR + their order” to 25827. They will immediately receive a confirmation message, and their order will be delivered in under 30 minutes.

Outcome:
Using the Club Texting system, Ran Pass has started collecting a valuable database of cell phone numbers and, with a strong marketing campaign in place over the next few months, will be a pioneer in mobile spirits sales!

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