My last post on SMS marketing was so persuasive and compelling (right?) that you are running right out and adding it to your marketing mix. But before texting every customer about every marketing message, stop and think about the old adage regarding the medium and the message. What is the right message to send via SMS? An even better question: If I am the customer, what is the right message for me to receive via SMS? Always balance your marketing goals with the customer experience.In general, SMS is great for short transaction-based messages.
-Sales Reminders: “July is National BBQ month and all our BBQs are 25%.”
-Time-Sensitive Sales: “BBQ sale ends this Monday, June 13. Act now for 30% off shipping.”
-Coupons: “Use code YUMMY to get 30% off all BBQs.”
-Location-based offers: “You are 200 yards from our best BBQ sale of the year. Come to 1234 Bayshore Ave now”.
-Shipping/Delivery notices: “We just shipped your new BBQ. You should expect to get it Saturday, June 18.”
SMS can also be good at driving branding/engagement experiences, so long as it one part of a larger campaign. An SMS-only campaign leaves out the ability for richer experiences on the web or in-store. With smartphone penetration near 50%, it’s smart to add links in SMS that send customers to the web for a deeper experience. Plus, customers now expect to interact with a brand and its campaign in social media, regardless of where else the campaign lives.
Here are some examples of interesting campaigns that mix a sales message with a brand experience.
-Contests: Coca Cola is doing a contest where customers text in a code under caps to win instant prizes.
-Loyalty: Miller Beer is doing a loyalty program on Foursquare where customers collect point for checking into bars and restaurants, and purchasing specially marked Miller Lite packages. Consumers then submit points via SMS to win prizes.
-Location-based: Outdoor retailer The North Face is combining location-specific marketing messages (news on special offers or new arrivals in nearby stores) with local outdoor information (like good hiking trails or weather updates).Have you seen effective SMS campaigns? As a consumer, what sorts of messages or experiences do you want from a brand via SMS?
In my next post in this series, I’ll share some best practices for SMS marketing.