| Case
studies
This
is how some of the SMS campaigns are
working for people now.
Case Study 1
Boost Free Upgrades
The Phone Store, based in
Leeds, needed to capitalise on their
free upgrade allocation, which was not
being fully used. They had approximately
700 free upgrade opportunities that
they were not fully taking advantage
of.
Using Text Marketer Campaign, they
uploaded a database of existing customers
that were due for contract renewal in
the next 2 months.
They sent these customers a message
inviting them to a free handset upgrade
whilst keeping their existing number
and tariff. The message asked them to
either, phone direct or upgrade on-line.
Results
Out of the 2000 (approx.) messages
that were sent, a staggering 423 customers
responded to the message, that's a response
rate of over 21%. Their direct mailing
campaigns generated just a 9% response
rate and cost them 80% more!
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Case Study 2
Cost Savings
The management team at a
large branch of The Word was exploring
ways of reducing their marketing expenditure.
With such a large database of customers,
their communications spend for mailings
and telemarketing ran into 10's of thousands
a quarter. While the business remained
extremely profitable they felt that
there must be a way of reducing their
costs.
Some quick analysis revealed that they
were spending £2,345.00 on postage
every month, which represented contract
renewal mailings to approximately 8685
customers.
They used Text Marketer Campaign to
send out text message reminders to customers
each month rather than letters. (Customers
were given the option of also receiving
letter reminders if they wished.)
Results
The customer mailings spend was
slashed from £2,345.00 a month
to just £635. That's a savings
of £1,710 a month or £20,520.00
a year. Customer retention was also
dramatically improved.
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Case
Study 3
Data Cleansing
Having recently purchased
a mobile phone business, Ben Leicester
needed to know exactly how many of the
existing customers could actually be
considered 'live'. He suspected that
many of the customer contracts had expired,
lapsed or been terminated. The traditional
way of finding out would be to painstakingly
ring each number.
Using the delivery report function
within Text Marketer Campaign, he was
able to track text messages sent right
to the customers phone. This helped
him to eliminate 'dead' numbers so that
he could concentrate on tying in the
live ones.
Results
Apart from the enormous amount of time
saved, The business saved approximately
£1,500 in phone calls to mobiles.
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Case
Study 4
Customer Retention
Birmingham based, Talk Point needed
to improve their customer retention
without losing margins. In the fiercely
competitive market, the business needed
to offer his customers a real difference.
With Text Marketer the Talk Point Text
Club was launched.
The service gave customers text message
bulletins alerting them to all the latest
product launches, tariff offers etc.
Using the Text Marketer 2-Way System,
members of the club were also entitled
to enter a monthly prize draw, with
the chance to win the latest Nokia handset
and whole range of other prizes.
Results
Customer retention moved to 93% and
customers felt a strong loyalty to the
company, which in a customer survey
was seen as 'innovative', 'attentive'
and 'professional'.
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Case Study 5
Pub/Social places
A good case study which shows the benefits
of sales promotion linked SMS is for
a pub chain as follows:
The brewery chain has 54 pubs and it
wants to be able to generate footflow
at quieter times and also be able to
keep customers informed of events that
are happening, e.g. football fixtures.
This client has 2 key issues, 1. They
do not have the mobile data for their
customers, 2. They need to know which
pubs they drink in for future campaigns.
The client created a promotional campaign
in each of the pubs using posters, flyers
and beer mats as the promotion vehicle
asking customers to text in a promotional
code, e.g. Beartxt in order to go in
for a prize of winning free beer for
as long as England stay in the world
cup.
54 'campaigns' were set up all coming
in through the same number. The system
searches the incoming messages and looks
for the code (which can be anything
you like), e.g. in this case Beartxt
relates to The White Bear pub. The system
then captures the message and number
and puts it into The White Bear database
- each pub has a unique code.
On the closing date the client can then
choose a respondee and call them to
offer them the prize.
A system can also have an auto response
facility (which doesn't have to be used)
which can be tailored for each 'campaign',
e.g. in this client's case the autoresponse
is relevant to the pub, "Thanks
for drinking at The White Bear, you
have been entered in the competition.
Good luck."
Once the campaigns are completed, your
system would have all the data in, split
into the categories (sources) you have
pre-defined, so you can go into the
system and very quickly send group messages
to the various sources. Of course, at
this point you could be embarking on
another 2 way campaign.
This generated a greater footflow for
the chain of pubs and also resulted
in the collection of mobile data for
all their customers split by the pubs
they drunk in.
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