subject: Setting Up Competitions Through Mobile Marketing [print this page] Interacting with customers can be easy with mobile marketing SMS campaigns. It offers customers a chance to win prizes, while companies have the chance to double and triple ad responses.
There are numerous ways SMS keywords can be used, and they can all be easily run using TXT2GET keywords. Australia Post recently placed keywords on items of purchase, while Telstra Shop used a keyword in a series of TV ads. SMS competitions are simple, cost-effective and require minimal manual administration.
Here's how 2UE, Sydney's leading talkback radio station, achieved its goal of audience retention, encourage engagement and attracted new listeners through print by running an SMS competition campaign.
2UE launched the 'Tim Webster Hunter Valley Escape Competition' and gave listeners a chance to win a holiday during Food & Wine Month. The competition was promoted on radio and ads were also published in 13 national and community Fairfax Media publications.
In order to enter the competition, listeners were asked to SMS the keyword 2UE954 and their name to 19 33 33; while readers of the newspapers texted 2UE and their details to the same number.
Mobile marketing campaigns give companies the flexibility of using multiple keywords and to keep track of them easily. For 2UE's promotion, keywords 2UE954 and 2UE were used separately for radio and print.
All responses from the campaign are streamlined into one system. Using the response reports, 2UE was able to see exactly when the viewers responded and whether they had seen the promotion through print or radio. 2UE was able to determine additional characteristics, sources and behaviors of the audience based on the real time reports.
One of the biggest advantages of using an SMS campaign is the ease for the company and customer. Mobile technology replaces manual administration and sorting entries. For the customer, the process of entering a competition using SMS is even easier than filling out an entry form online.
More than 1000 entries were received by 2UE by the end of the seven day campaign. This is more than double the amount of responses typically generated by short term 2UE campaigns.
"We're very happy. It was interesting to see success of live radio reads and the ability to track immediate responses," says Rebecca Coleman, 2UE Promotions Manager, "We also gained great insight into both listeners and readers and their habits by being able to see exactly when they responded. People that texted after seeing the newspaper ads did so on the day the newspaper went to print, but also during the following few days."
This promotional campaign was a success for 2UE. The radio station reached its objectives of audience retention and interaction by simple using a keyword in their promotion.
