Spearmint Rhino Text Messaging Case Study:

Club Texting - Case Study
Spearmint Rhino Gentlemen’s Clubs

Objectives:
Spearmint Rhino Gentlemen's Clubs and affiliated companies are the World's highest grossing Upscale Gentlemen's Club chain, operating locations around the World, and expanding at a rate of approximately 10 locations annually.

When Spearmint Rhino decided that it was time to supplement their existing marketing efforts, they partnered with Club Texting to implement a text messaging program. The company, an international brand with venues on three continents, was looking for a way to continue their ongoing branding efforts in a way that would resonate with their core demographic. Recognizing the popularity of text messaging among those in their twenties, they decided that SMS marketing was the answer.

Solution:
After an initial round of conversations, internally, and with their Club Texting Sales Representative, Spearmint Rhino decided that a multiple keyword solution would best serve their purposes. Club Texting setup unique keywords for their clubs in Florida (RHINOFL), Idaho (RHINOID) , Kentucky (RHINOKY), and New Mexico (RHINONM), along with a single keyword for their nine Southern California Clubs (RHINO). They also setup they keyword ROUGE for their affiliated Rouge Gentlemen’s Club. This approach allowed them to properly segment their promotional efforts by market.

Hoping to build customer loyalty, Spearmint Rhino offered subscribers free admission to the club. This offer has been extended to special events (when no other passes are honored), such as when Tera Patrick recently visited their Los Angeles Clubs.

With their account setup, they integrated their various keywords into all of their other marketing efforts.

• Already possessing a large email database, they added incentivized Call to Action text to their weekly mailings.
• They added Call to Action text to press releases regarding upcoming shows featuring industry stars. (Rouge Gentlemen’s Club is offering a special text message offer for free entry to see Tera Patrick on May 12. To receive free entry to both Rouge Gentlemen’s Club locations and the night of the event, text the keyword “ROUGE” to 25827 or visit www.rougegentlemensclub.com to sign up on the Rouge Text Message List.)
• They added similar text to their flyers and weekly print ads featured in local newspapers.
• They added Club Texting’s Web Widget to each club’s MySpace page.
• Spearmint Rhino has a popular website at www.spearmintrhino.com, which is home to information about all of their clubs. Integrating Club Texting’s standard Web Widget presented a challenge, as customers needed to select from a number of clubs, each with its own keyword. Club Texting stepped up and helped design a custom Web Widget for Spearmint Rhino, which addressed this unique need. The custom widget is prominently displayed at the top of each page on the Spearmint Rhino Website.

Outcome:
Though Spearmint Rhino has been in possession of their keywords for less than sixty days, they have already collected a large database of customer phone numbers. Further, while their mobile marketing efforts are barely underway, Spearmint Rhino is already looking to expand the program to include their international venues. As they begin to send out offers to their rapidly growing subscriber-base, they expect to monetize an effort that has already proven itself as a powerful branding/customer loyalty tool.

Interested in setting up a Club Texting account for your business?
Click Here To Arrange A Free Demonstration