Jack in the Box ran a TV ad during the Super Bowl—the most popular and watched televised ads that run the entire year. The commercial ended with a Web site address, and there are two versions of the site, one normal and one mobile. For mobile users, when they accessed the Web site, users were offered a downloadable coupon for a free order of fries. Jack in the Box also asks people to sign up for the latest on what’s going on with their mascot, therefore, they’re collecting and building their database of customer information.
Not only are people asked to enter their own personal information to opt in to the campaign, but they’re also asked to tell their friends. Word of mouth is a great method of marketing, and best of all, it’s free.
So for this one campaign to boost business and customer loyalty, Jack in the Box used television advertising, a traditional Web site, a mobile Web site and SMS text message marketing. However, SMS text message marketing is the most integral part of this particular campaign, because it is the element that will continually engage customers and bring in business.
Monday, February 9, 2009
Friday, February 6, 2009
Subway now takes sandwich orders via SMS text message
Subway has adapted the use of a new technology—they’re letting customers order sandwiches, via SMS text message, ahead of time so that they’re ready to be picked up when you get there. The free service is currently available in New York, and the only thing consumers have to do is send a text message to a six digit short code. The consumer then receives a text message back saying that the order has been received, and then gives the time the order will ready.
However, before using the service, users must first sign up on a Web site, and submit credit card information—therefore, no cash is needed when the order is picked up. There are numerous benefits to this SMS service, it simplifies the ordering process, which will bring in repeat business and it builds customer loyalty.
However, before using the service, users must first sign up on a Web site, and submit credit card information—therefore, no cash is needed when the order is picked up. There are numerous benefits to this SMS service, it simplifies the ordering process, which will bring in repeat business and it builds customer loyalty.
Thursday, February 5, 2009
SMS text message marketing boosts other sporting events
A few days ago I addressed how SMS text messaging was used at the Super Bowl for security purposes. However, I wanted to use a case study to demonstrate the effectiveness of SMS text message marketing at other kinds of sporting events.
For example, it is common knowledge that sports teams need fans to be successful. If there is no public interest in a team, the team ceases to exist sooner or later. Such is the case with a British soccer team Aston Villa. The team wasn’t selling tickets and filling the stadium, so the organization sought out ways in which to do so. The answer to their problem was SMS text message marketing—they broadcasted messages to the opted in phone numbers of fans calling for support.
Once the message is received, the fans can actually purchase tickets right there with just the use of their cell phones. What an easy way to engage fans and fill up the stadium.
For example, it is common knowledge that sports teams need fans to be successful. If there is no public interest in a team, the team ceases to exist sooner or later. Such is the case with a British soccer team Aston Villa. The team wasn’t selling tickets and filling the stadium, so the organization sought out ways in which to do so. The answer to their problem was SMS text message marketing—they broadcasted messages to the opted in phone numbers of fans calling for support.
Once the message is received, the fans can actually purchase tickets right there with just the use of their cell phones. What an easy way to engage fans and fill up the stadium.
Wednesday, February 4, 2009
Google’s SMS goes haywire: who’s responsible for the charges?
I was reading an article talking about how Google’s SMS search feature might be defective. Sometime in the early AM of February 3, Google’s software sent dozens of unwanted messages to the users of this particular service.
Obviously, as far as the average consumer is concerned, there are cell phone and text message packages that run the gamut. For some, text messaging is unlimited, and therefore, a mishap like this has no effect on those users. However, there are some people who pay over 25 cents per text message—so receiving a few dozen unexpected messages can add up, especially when someone isn’t expecting it.
Subsequently, when people woke up to see they’d received numerous text messages, they called Google for answers. Apparently, Google told them to call their service provider and try to straighten it out first. If Google doesn’t accept responsibility, will this greatly affect their reputation and business? And depending on the terms upon sign up for the SMS service, is Google even really responsible at all? Are these kinds of incidents and issues more common in SMS text message marketing, or is it really a much more stable method of marketing as it seems?
Obviously, as far as the average consumer is concerned, there are cell phone and text message packages that run the gamut. For some, text messaging is unlimited, and therefore, a mishap like this has no effect on those users. However, there are some people who pay over 25 cents per text message—so receiving a few dozen unexpected messages can add up, especially when someone isn’t expecting it.
Subsequently, when people woke up to see they’d received numerous text messages, they called Google for answers. Apparently, Google told them to call their service provider and try to straighten it out first. If Google doesn’t accept responsibility, will this greatly affect their reputation and business? And depending on the terms upon sign up for the SMS service, is Google even really responsible at all? Are these kinds of incidents and issues more common in SMS text message marketing, or is it really a much more stable method of marketing as it seems?
Monday, February 2, 2009
An interesting use of SMS at the Super Bowl
I was reading about the Super Bowl this morning, and in addition to the ads that featured SMS text message marketing, I came across an interesting use of SMS text messaging for those who were actually spectators at the game. Since it is the Super Bowl, people tend to get overly drunk and rowdy, the NFL decided they wanted to create some kind of reporting system for incidents and fights, and things of that nature.
The NFL posted signs around the stadium that said to report unruly fans by texting the word “fan” along with the issue and the location to a designated short code. This text message then went directly to the security command center at the stadium, and they were able to handle it from there. The benefits of using this kind of technology are that it is anonymous, and it helps make up for limited security in stadiums. Not surprisingly, they’re planning on using the same kind of technology at most NFL and collegiate games. Just another interesting use of SMS text messaging…
The NFL posted signs around the stadium that said to report unruly fans by texting the word “fan” along with the issue and the location to a designated short code. This text message then went directly to the security command center at the stadium, and they were able to handle it from there. The benefits of using this kind of technology are that it is anonymous, and it helps make up for limited security in stadiums. Not surprisingly, they’re planning on using the same kind of technology at most NFL and collegiate games. Just another interesting use of SMS text messaging…
Friday, January 30, 2009
Gibson using SMS marketing in a giveaway
There are numerous uses for SMS text message marketing, and it can work for numerous industries. restaurants, bars and clubs, events and retailers can all benefit from SMS marketing.
For example, to celebrate the 50th anniversary of the 1959 Les Paul Standard, Gibson has started a contest where the prize is giving away a 50th anniversary Les Paul Standard from the Gibson custom shop. They're planning on promoting the contest at a few concerts, and to enter, the only thing people have to do is text "LPburst" to 85700--that's it! What a simple way to build customer loyalty and brand awareness.
For example, to celebrate the 50th anniversary of the 1959 Les Paul Standard, Gibson has started a contest where the prize is giving away a 50th anniversary Les Paul Standard from the Gibson custom shop. They're planning on promoting the contest at a few concerts, and to enter, the only thing people have to do is text "LPburst" to 85700--that's it! What a simple way to build customer loyalty and brand awareness.
Tuesday, January 27, 2009
SMS short code patent lawsuit
I was reading my daily mobile marketer tips when I saw this article marked “breaking news.” It is kind of difficult to imagine something so pressing and urgent in SMS text message marketing that it can actually be considered breaking news. Either way, it got me interested in reading more, which is exactly what I did.
Suffice to say, the article discusses how a lot of mobile marketing firms are being accused of SMS short code patent infringement. The article then goes on to say that a case of this magnitude could “roil” the mobile marketing industry and affect many SMS text messaging programs.
As you know, I have been asking over and over again why SMS text message marketing still has yet to take off in the US. But once again, though, an article of this kind of nature makes me wonder if SMS will still be as big as predicted since it was being touted at the hottest thing for 2009? Can something like this actually change the direction of mobile marketing? Especially when a similar case cost the makers of BlackBerry to payout over $612 million due to a past lawsuit.
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