The Small Business Guide to Text-Message Marketing

The New York Times recently published an article titled "The Small Business Guide to Text-Message Marketing". If you're a small business looking at new innovative and effective marketing methods, text message (SMS) marketing is the way to go. Let's review --
1. Don’t even think about doing it the illegal way.
Probably one of the most important characteristics to consider is the inability to spam via text. Due to U.S. mobile regulations, it's very difficult (and expensive) to spam using SMS. If consumers are receiving spam, they can simply dial their service provider (AT&T, Verizon, etc.) and inform them that unauthorized messages from number xxxxxx are being sent to them. Guess who wins in this situation? Unlike email, SMS is hosted and controlled by a higher authority, an authority who can shut down spammers in no time. side note - stay away from SMTP email-to-text services, they don't offer the proper opt-out functionality due to their one-way nature and are unreliable at larger scale campaigns.
2. You basically have three (legitimate) options.
Although this is somewhat true from an overview perspective, I think you actually have quite a bit more options. SMS and mobile services are becoming more and more common due to the ubiquitous nature of mobile phones, and it's not difficult to find the service that best suits your needs. There are also hundreds of existing services that are incorporating SMS to make your lives easier. Most obvious example being Google Calendar offering SMS alerts, event creation, and more.
3. Text marketing can be supported by traditional marketing.
We couldn't agree more. If you're already running advertising campaigns through traditional media (print, TV, radio) there is no incremental cost to add an additional call to action (text KEYWORD to 465637), but the additional benefit is tremendous. Along with the mentioned methods in the article, there are actually some much more creative and beneficial things you can do with SMS marketing, like A/B split testing. Here's how it would work -- let's say that it's a print ad with the same creative and same message, except you'd like to test out different call to actions or offers. Well you could create the same ad, but switch out the headline or call to action in each and associate each with a different keyword: "text KEYWORD1 to 465637 to get 50% off your next purchase" and "text KEYWORD2 to 465637 and get a free scarf with your next purchase" and "text KEYWORD3 to 465637 for a chance to win a trip for 2 to the Bahamas". In a similar manner, you can test different pieces of content on the page, including graphics, headlines, and other pieces of the ad, all while building your subscriber list!
4. It is better to give than to receive.
This is really true with any sort of marketing. As our attention spans get shorter and marketers try harder and harder to capture them, permission based marketing and honest communication becomes more important every day. Although email remains a powerful communication tool to this day, it has certainly lost its marketing luster of the years due to its unrestricted access, low cost, and nonexistent barriers. Just like any other communication channel, SMS must be used carefully and with respect.
5. Don’t waste your time with one-offs.
This is not only a great point from just a strategic perspective, but it's also a regulatory conundrum. Due to the strict regulation surrounding SMS marketing, the database of phone numbers you collect are tied to the shortcode (phone number - ours: 465637) that they originally subscribed to. If you're using a shared shortcode, you can't take those phone numbers with you if you transfer to a different shortcode. So if you're going to put all your eggs in one basket, make sure you're not going to be regretting it later.
6. Show restraint (and don’t get too cute).
All valid points ;)

Original Source - Recess Mobile Blog

Views: 3

Tags: communication, marketing, message, mobile, sms, text

Comment

You need to be a member of FohBoh to add comments!

Join FohBoh

Advertisments

 

DEPARTMENTS

Social Wine Club for Craft Wineries

Smartbrief

Read the latest

Read the latest food and beverage coverage by SmartBrief in SmartBrief Originals: -More

Kids LiveWell turns 3 with 42,000 participating eateries

NRA's Kids LiveWell program has grown from 19 restaurant brands to 150, with 42,000 U.S.  -More

JOBS & CAREERS

Posting a job or finding a job starts here at FohBoh. Call us about special $50 posting packages to syndicate across all major jobs boards.

National News

Ward Whitworth Named President for On The Border Mexican Grill

On The Border Mexican Grill & Cantina, which was recently acquired by Border Holdings, LLC, an affiliate of Argonne Capital Group, today announced the appointment of Ward Whitworth as President of On The Border.

The Melting Pot Targets Houston and El Paso, Texas for Franchise Expansion

Restaurants, Inc. announced today that it is actively seeking franchisees to expand its presence throughout the Lone Star State, naming El Paso and Houston as target markets for future franchise development.

Encore Restaurants Purchases 8 Existing Five Guys Restaurants, Plans to Develop 45 More

Encore Restaurants, LLC, a subsidiary of Dallas-based Encore Enterprises, Inc., has announced the purchase of eight existing Five Guys Burgers and Fries restaurants across central California including Elk Grove, Fresno, Lodi, Natomas, Roseville, Stockton, Tracy, and West Sacramento.

Takeout Orders to Hotels Jumped 125% in Popularity in Last Three Years

For many Americans, hotel room service is considered a travel luxury; however, data from PFK Hospitality Research1 suggests that room service revenues fell 9.5 percent from 2007 to 2012, with some hotels shuttering unprofitable operations altogether.

National Restaurant Association Praises House and Senate Commerce Committee Passage of Travel Promotion Act

Yesterday the National Restaurant Association (NRA) praised the House passage and Senate Commerce Committee markup of the Travel Promotion, Enhancement and Modernization Act of 2014. The bipartisan legislation reauthorizes Brand USA, the nation’s first global marketing campaign, to promote the United States as a destination for international travelers.

CROWD FUNDING

If you are looking for capital to start or grow your restaurant, create the next 501c3, develop and launch the next app for the restaurant industry,or want to help your peers in some meaningful way, we want to know about it.

TED TALKS VIDEO

TED: Ze Frank: Are you human? - Ze Frank (2014)

Have you ever wondered: Am I a human being? Ze Frank suggests a series of simple questions that will determine this. Please relax and follow the prompts. Let's begin …

TED: Heather Barnett: What humans can learn from semi-intelligent slime - Heather Barnett (2014)

Inspired by biological design and self-organizing systems, artist Heather Barnett co-creates with physarum polycephalum, a eukaryotic microorganism that lives in cool, moist areas. What can people learn from the semi-intelligent slime mold? Watch this talk to find out.

TED: Shih Chieh Huang: Sculptures that’d be at home in the deep sea - Shih Chieh Huang (2014)

When he was young, artist Shih Chieh Huang loved taking toys apart and perusing the aisles of night markets in Taiwan for unexpected objects. Today, this TED Fellow creates madcap sculptures that seem to have a life of their own—with eyes that blink, tentacles that unfurl and parts that light up like bioluminescent sea creatures.

TED: Nikolai Begg: A tool to fix one of the most dangerous moments in surgery - Nikolai Begg (2013)

Surgeons are required every day to puncture human skin before procedures — with the risk of damaging what's on the other side. In a fascinating talk, find out how mechanical engineer Nikolai Begg is using physics to update an important medical device, called the trocar, and improve one of the most dangerous moments in many common surgeries.

© 2014   Created by FohBoh.

Badges  |  Report an Issue  |  Terms of Service