Philly Style Magazine SMS Marketing Case Study:
Philly Style Magazine
Objectives:
Philadelphia Style Magazine is the city's premier lifestyle and fashion publication. They deliver inside information to an affluent 25 - 45 year-old subscriber base.
When Philadelphia Style Magazine decided it was time to build a deeper relationship with their customers. Philly Style Chose to use text message marketing, In doing so, they hoped to build up a customer database rich with demographic data.
Solution:
Philly Style chose to use a text messaging marketing campaign. Philly Style chose to use the key word “STYLE”.
Philly Style offered the first 50 text subscribers a gift certificate for a free appetizer & cocktail at the restaurant of their choice. This offer was included in a promo page announcing the launch of the Style Club Texting service in the March/April issue. They reinforced the campaign launch in subscriber email newsletter.
Philly Style developed a Call To Action (CTA), which they deployed online and offline, integrating the CTA into a broad range of marketing campaigns: “Text STYLE to CLUBS (25827) and receive alerts for special STYLE events and exclusive sweepstakes!”
Online, they added their CTA to the signature of all employee emails and integrated the text list subscription process into their Style Club website registration procedure.
Offline, they handed out VIP cards with CTA at past Philly Style events, such as issue launch parties.
Future events include Center City 6, a popular Philadelphia after-work happy hour series. They also sent out a street team to hand out VIP cards with CTA in high-traffic locales, such as parks and popular dining districts.
Enhanced data collection:
One of Philly Style’s primary objectives was to collect consumer demographic data. Customers provided home address and other demographic information in exchange for special offers.
Outcome:
Within two months of implementation, Philly Style Magazine has reached their target number of subscribers. With SMS marketing they achieved their goals with little effort, and little up front investment.
Mazda – Mobile Ad Funded Video Case Study:
Mazda Motors USA
Background:
In September 2007, Mazda launched a new advertising campaign designed to increase awareness of their new bold and stylish car model, the Mazda2. Mobile advertising formed part of their marketing campaign designed to communicate with adults 25-34 in their leisure time. The campaign used video ads on the 3-UK and T-Mobile to reach the Mazda2 target audience. These video ads were placed with Rhythm’s ad network using the media buying agency Mindshare.
Objectives
- Target potential customers that are increasingly hard to reach on traditional advertising channels
- Drive awareness for the Mazda2 car model
- Position the Mazda2 as a stylish and bold new car model
Solution
- Use mobile video with Rhythm to add unique and targeted element to broad TV campaign
- Deliver Mazda 2 advertisements to core demographic only
- Showcase Mazda2 ad and frequency manage
- Provide consumers with the ability to watch a vast array of quality content ranging from, News, Sport, Entertainment and Movies due to the fact that the Mazda2 targeted advertising was offering the audience the content for free in return for watching their ad
Results
- Delivered 350,000 video ad impressions exactly as planned to 25-34 adults with no wastage
- The following brand awareness metrics were measured using Rhythm’s unique in-line brand awareness research solution
- 32% spontaneous awareness recall
- 70% prompted awareness recall
- 52% correct brand message attribution
- 32% felt more positive about the brand after seeing the ad
McDonald's reaching out through text messages:
McDonald’s
McDonald's restaurants are reaching out to customers through their cell phones.
In a new promotion targeted mostly to young adults, a customer can use their cell phone to send a text message code (sending the word "McFlurry" to 73260) and receive an electronic coupon redeemable for a free McFlurry dessert at participating McDonald's (NYSE: MCD) restaurants.
The result of the Test message marketing campaign was a 9.7% redemption rate with an average customer bill of $7.62 per coupon. McDonald’s captured 50,000 participants information allowing for further text message campaigns.
"As a leader in the food industry, McDonald's continues to provide customers choices and offers that fit in with their lifestyles," Jose Armario president of the McDonald’s, said in a statement.
Retailer Planet Funk sees 377 percent ROI from mobile coupons:
Planet Funk Clothing Stores
Mobile coupons
Planet Funk, a chain of clothing stores for men and women, ran a mobile coupon campaign that resulted in a 377 percent return on investment.
The retailer saw a 91 percent redemption rate on the coupons. Also, twenty percent of revenue for the month of December was generated by the almost 2,000 coupons that were generated and sent as text messages via SMS messaging.
"Mobile is a natural fit for our customers and being able to give them such coupons, both in the store and online, that can be instantly received on their phones is a no-brainer," said Kitri Lomaka of Planet Funk, Burbank, CA.
Planet Funk has 21 branches in California, Texas and Colorado. Visitors to the shops and Web site at http://www.planetfunk.com will find hip clothing from brands such as True Religion, Frankie B, Marc Ecko, Brad Butter, Ed Hardy and Betsey Johnson.
Planet Funk was facing what many experts call the worst holiday season in decades last year and so the company thought outside the box. The retailer knew it needed something that would work in-store and online and could be tracked.
Planet Funk targets hip youngsters and that is why mobile was the ideal medium for this campaign.
The retailer had been using email campaigns for years and turned to Mobile when their Email Campaign ROI kept decreasing
Planet Funk wanted discount tiers based upon customer spending at coupon redemption.
The program offered the following discounts:
- $100 - 249.99 - $10 off
- $250 - 399.99 - $30 off
- $400 or more - $60 off
Consumers were asked to text the keyword PFUNK to short code 38714 if they were interested in offers from Planet Funk. The call to action was on signage in the stores.
Signage placed in the stores showed the short code and keyword and promoted a coupon as an incentive for joining the Planet Funk mobile club.
Planet Funk also pushed the mobile coupons via its Web presence, blog, and a number of sites belonging to malls in which Planet Funk is located. Importantly, the discounts could only be redeemed via the mobile coupon.
The Planet Funk blog, covering celebrity trends, also helped drive traffic and business to its stores and Web site.
According to research by Juniper Research, consumers are most likely to respond to mobile marketing offers that result in clear personal benefits.
"Mobile coupons are a prime example of how mobile can be used in this way, combining relevance with immediate, tangible value for the consumer," said Peter Johnson, vice president of market intelligence and strategy at the Mobile Marketing Association, New York.
