These two global beverage behemoths just couldn’t take this medium off their marketing campaign. Why? “Because it works.”, according Mr. Tom Daly, Coca Cola Director of Mobile, Search and Global Connections in a statement. Mr. Daly further said that marketers and business should focus on media that really works. They use this medium mainly for on-package call-to-action and on-location text integration (such as sporting events) to engage with their diverse global audience.
Like printed and television ads, SMS had established itself as an effective advertising medium in its more than two decades of existence. And SMS, despite the surging mobile technology advancement is still a standard feature of mobile phones. People are more reliant on texting than ever.
Another reason why SMS is an effective mode of communication is that it establishes a more direct and personal approach. This strategy was what drove Starbuck from a small and localized coffee shop to a global beverage giant it is today. Theirs is a case study of how to conduct non-traditional advertising methodologies and being in direct connection with their clients.
So how do you conduct a successful SMS campaign? Here are five doable and measurable steps for a SMS or texting campaign:
1. Define your goals and objectives
Before you begin brainstorming keywords and campaign themes, outline your key objectives and measurable goals. What do you want to accomplish: increase retail sales? Collect X amount of donations? Update current clients regarding new product offerings? You must clearly define your key object. Then, establish measurable goals, such as, “increase in-store sales by 30% in 6 months’ time”.
2. Create value
A strong text campaign gives value for the targeted audience; it does not simply blast a company advertisement to individual cell phones. By including valuable product updates (new online payment option), in-store discounts (20% off when you text 999 to 000), or by simply making donating easier (text 555 to donate) you must add value to your audience to inspire action.
3. Do not just blast them, Engage them
In addition to establishing value through your text campaign ensure you engage your audience in either a conversation, giving the audience options, valuable information or a form of monetary bonus. A text campaign is extremely personal by nature as you directly communicate to each audience member through their individual cell phones – a device that is constantly within arm’s reach – so use this opportunity to engage in a two-way conversation. Do not simply speak at them.
4. Call to action
Once your audience is engaged, use a call-to-action to inspire the audience to complete your previously determined goal. This can be a donation, a discount, etc., but it must clearly solicit action from your audience.
Continuously evaluate your text campaigns to ensure your goals are being met and to allow for adjustments to maximize value from each campaign.
Everywhere in the world, mobile phones are one of the devices most loved by people. In fact, the number of mobile phones in any country is almost the same as the population of that country. The reason for this density is because people love to be connected to their families and community. And business is no different. Business is still a social engagement, only, the motivation is profit. SMS had provided this need for social engagement for people and business alike.References: 5 Must-Dos of a Successful Texting Campaign The Role of SMS in Biz Communication Image courtesy of freedifgitalphotos.net