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Club Texting In The News
When the community of Greensburg, Kansas was hit by a F-5 tornado in April, citizens relied upon a Club Texting powered messaging solution to communicate. Read about it in the The Wichita
Eagle.
In May, The Washington Post explored how young people use text messaging to keep up with the latest information about parties. They interviewed Club Texting client, Club Love, who spoke about the power to deliver thousands of messages with a single click.
Customer Spotlight
Sandbar USA Text Messaging Case Study
Objectives:
Sandbar is a two acre entertainment complex on the water overlooking Manhattan, Ellis Island and the Statue of Liberty. A New Jersey landmark for over 20 years, Sandbar annually leads beer & liquor sales for the entire state of New Jersey—operating only 6 months out of the year.
Sandbar’s Marketing Director, Vid Bahadur, saw the value of wireless communication when used for direct marketing. He also saw huge growth potential for the future: powerful marketing tools such as multimedia messages, including streaming commercial clips. Sandbar decided that the time was right to start turning their customers into subscribers, recognizing the potential to then leverage that existing subscriber base for future projects.
When Sandbar decided to setup a direct, personalized system to deliver marketing messages to a targeted group of opt-in subscribers, they partnered with Club Texting.
Solution:
In order to segment their customer base by demographic, Sandbar chose four keywords: SPLASH (Fridays) and SALSA (Saturdays) for their general mailing lists; SANDBAR and BOTTLES for their VIP reservation mailing lists.
Although Sandbar had an existing phone database of over 10,000 numbers, they wanted to grow a 100% opt-in texting list from scratch. They kicked off their campaign at the start of the 2007 season with three mailers: direct mail, hand delivered fliers, and email messages. The initial push offered all subscribers free admission, adding that this was the only way to gain free admission to the club. Within one month, they amassed 1,500 numbers.
Over the next few months, Sandbar expanded their texting promotions to include in-venue signage, radio, online, and all print materials. Sandbar’s text campaigns often take advantage of circumstances. If they had surplus supplies, ongoing promotions, or spare capacity, they used a text messaging campaign to address or exploit the particular situation. The results have shown that these campaigns were both effective, and efficient, as they took advantage of available resources.
- Other campaigns included:
- In-venue ticket giveaways: Announced a sponsored Yankees ticket giveaway during club nights, selecting one lucky winner the following Monday.
- VIP bottle service for a lucky winner on slower nights
- Last-minute text at 11pm to increase traffic on a rainy Friday night. Offered free shuttle service from parking lots to venue with text coupon: sent to 1,500 subscribers, 200 people showed up (13% Response Rate).
- In-venue offers: handed out on business cards to push a specific product at a discounted price for text subscribers
Outcome:
Within the first month of using the service, Sandbar collected over 1,500 numbers in total. At the present time, after three months of use, their text message campaigns now reach over 4,500 subscribers. On average, subscribers receive 1-2 messages per week.
Sandbar makes a point to give back to their customers, offering something in almost every one of their text blasts.
For the first time in its history, Sandbar has been able to run successful marketing campaigns without printed materials or online support. Instead they are able to rely exclusively upon the Club Texting system.
Tips Of The Month
Need more subscribers?
Get creative by leveraging the power of a captive live music audience. During a show, have the Emcee--or better yet, the singer--stop mid-song and walk people through how to text in from their phones. You can announce that one lucky winner will receive 2 free concert tickets later in the show. Then, using your Club Texting account’s "random sending" feature, send one lucky subscriber their winning text! If you send it during the show, the whole audience will see the value of being a texting subscriber. This tactic is similarly easy to implement with a DJ at a nightclub, as well as with a street team.
Need creative ideas for your text blasts?
The happiest texting subscribers are the ones who receive special offers, and see results. Send a text saying “Want to score a pair of VIP tickets to tomorrow’s sold out event? Hurry up and email xyz@123.com with subject: I Want Tickets. The first 2 win!” After you have your winner, send a text blast to everyone saying "Congrats to John & Jane Doe for winning a pair of VIP tix! Thanks to everyone who entered. More exclusive text giveaways to come…”
Mobile Marketing Industry News
The Tweens Are Texting
Sunday's Washington Post ran an interesting story about a Disney survey of cell-phone usage (including SMS text messaging) among the 10 - 17 age group.The poll of more than 1,500 teens and preteens found that 44 percent use text messages as their primary form of communication.
Borders Bookstores Set To Go Mobile
The retailer will send sample chapters to customers' phones free of charge before books are released and the book can then be purchased in-store for a discount of up to 20% using a barcode.
FierceMobile Interview: Mobile Content At The Forefront
FierceMobileContent recently interviewed Marie Jacobson, executive vice president, programming and production, international networks at Sony Pictures Television International. They discussed how Sony has jumped on the mobile content bandwagon.
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