TAO Las Vegas Mobile Marketing Case Study:

Club Texting - Case Study
TAO Nightclub Las Vegas

Objectives:
TAO is one of Las Vegas’ 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.  TAO also needed an easy way to capture their customer’s information once inside the club.

Solution:
TAO 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 “TAO”.  Within the next week TAO had placed call-to-action signs within their venue bathrooms and behind the bars as well as on their plasma screens.

In addition to in-venue ads, TAO included on their website, email and print flier promotions this simple message: “Text the word TAO The Number 25827 (CLUBS) From Your Mobile Phone to Receive Exclusive Invites To Events at TAO.
Some of their marketing materials are shown below.

Emails

Business Cards Handed Out To Patrons Leaving The Venue

Within 3 weeks of the beginning of their Club Texting campaign, TAO amassed a 2,000 person subscriber list.  On June 18th, 2006 TAO sent out its first Club Texting message to its subscriber base.  The message read as follows:
TAO NIGHTCLUB: TONIGHT - DJ BOB SINCLAR WITH SPECIAL GUEST FAARSHEED!! LADIES SHOW THIS TEXT AT THE DOOR TO RECEIVE COMP ADMISSION FOR YOU AND A GUEST. 10PM

The next day, TAO counted the amount of people who they admitted with the cell phone promotion and the results were as follows:
Total Amount of People: 220 (a 11% return)
Men: 118
Women: 102

Outcome Analysis:
TAO sent 2000 messages to their subscribers for an event.
Total attendees resulting from their text campaign: 220 = 11% return

Total Amount TAO earned from attendees obtained from their campaign:
Door Income: 118 Men Paying $15 Reduced Admission Each = $1770
Bar Income: 220 attendees average 2 drinks per person at average $10 per drink = $4400
Total Income = $6170

Today TAO has grown their subscriber list to over 6000 members and continues to use the Club Texting system to notify their subscribers about upcoming events 1-3 times per week.  Their text messaging marketing strategy has consistently out performed any other marketing efforts they have implemented in the past.

Furthermore, they have integrated their Call To Action across a variety of media, including their MySpace presence.

 

 

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