When Philadelphia Style Magazine decided it was time to build a deeper relationship with their customers, they turned to Club Texting to set up a text messaging subscription service.
Philadelphia Style Magazine is the city's premier lifestyle and fashion publication. They deliver inside information to an affluent 25 - 45 year-old subscriber base.
Goal: Build Up A Customer Database Rich With Demographic Data. Collect demographic data from customers to enhance database.
Strategy For Success: Incentivized Call-To-Action Campaign--Online, In Print, and On Site. Offers to customers include:
- Last-Minute Event Notification. Example: Happy Hour.
- Sweepstakes. Example: First five people to text back win a fabulous prize.
- Added Value: Notify subscribers of upcoming advertiser sales and promotions.
Call To Action (CTA): Text STYLE to CLUBS (25827) and receive alerts for special STYLE events and exclusive sweepstakes!
- Offered first 50 text subscribers a gift certificate for a free appetizer & cocktail at the restaurant of their choice. This offer was seen in the following places:
- Included CTA in a promo page announcing the launch of the Style Club Texting service in the March/April issue.
- Reinforced the campaign launch in subscriber email newsletter.
- Added CTA to the signature of all employee emails.
- Integrated list subscription process into Style Club website registration procedure.
- Handed out VIP cards with CTA at past Philly Style events, such as issue launch parties. Future events include Center City 6, a popular Philadelphia after-work happy hour series.
- Sent out a street team to hand out VIP cards with CTA in high-traffic locales, such as parks and popular dining districts.
- Enhanced data collection:
- Customers provide home address and other demographic information in exchange for special offers.
- Data can be collected via customer SMS response.
Outcome: Within two months of implementation, Philly Style Magazine has reached their target number of subscribers. With Club Texting's help, they achieved their goals with little effort, and little upfront investment.
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