Zoe (Hello!)

There's a case study for an SMS to Web campaign we ran for British Midland (BMI) on our website including the research and response rates we did off the back of it.

You can download it from http://www.enpocket.com/research/bmibaby.htm and feel free to email me if you need any more statistics etc.

Cheers

Alex

On 14:03:43 12 February 2003 zoewilk wrote:
>I'm putting together a youth marketing campaign (16-25)
>where we're keen to include SMS as part of the media mix.
>I'm looking for any advice/ information on results of SMS
>promoting a competition with a url driving recipient to a
>data captutre microsite as opposed to them responding by
>text . (We need to gather too much info for a text
>response.) I need to estimate ROI based on those that
>respond to the text and go on line - enter competition and
>complete an app form to purchase product and don't have
>experience of SMS's power to drive to the web...

Hi Zoe

SMS is good at driving traffic period - be that to a website or to a retail store or nightclub or whatever. Provided the text message itself is well written (I know it's only 160 characters, but it's important and it's often overlooked), that there's a call to action, that there's something in it for the recipient and it's well targeted, then there's no reason why SMS would fail to deliver.

From previous experience, response rates will vary (according to offer, category etc) but should be in the region of 8% to 25%.

You should also have a think about the SMS mechanic you wish to use - is it pull/push, how are you going to measure success etc etc.

If I can be of more help, then do get in touch. And you'll find out more about us on our website www.beepmarketing.com

Good luck with your campaign.
Helen

On 14:03:43 12 February 2003 zoewilk wrote:
>I'm putting together a youth marketing campaign (16-25)
>where we're keen to include SMS as part of the media mix.
>I'm looking for any advice/ information on results of SMS
>promoting a competition with a url driving recipient to a
>data captutre microsite as opposed to them responding by
>text . (We need to gather too much info for a text
>response.) I need to estimate ROI based on those that
>respond to the text and go on line - enter competition and
>complete an app form to purchase product and don't have
>experience of SMS's power to drive to the web...

Dear Sir,

May be our mobile marketing concept is what you are looking for. We have developed (and applied for international patent application) a concept integrating all traditional media forms (radio, televison, poster, flyer, press,...) with the world wide web.
Consumers see an SMS code and a short 4 digit phone number in the media and can react instantly by sending the SMS code.
Upon receiving the SMS code we attach a personal information library/mini-website to their cell-phone number and deliver promptly the requested detailed information about the advertised product or service.
It's simple for the users, it's powerful and we deliver content in a direct and consitent way.
This intelligent system delivers statistics on consumer behavior, advertisers know the information requester's identity by their phone number. Effective system for media campaigns for new product launches followed by a promotion! You just change the content of the minisite and you can notify the consumers by simple SMS about the promotion. Interested users just jump to their personal infotheek and can make a buy decision quickly. So the high added value of the system lays in the reuse of media investments. System is operational in Belgium, Netherlands, France and the UK. We have serveral months of good experience now with the Belgian Government and companies like Siemens and Axa Banking. Large pub agencies are preparing to use the concept as well as large companies in Brussels and Paris.We are looking for companies in the UK the distribute and sell the concept in the UK.
Licenses and pricing are available.
Call us for more info +32 475 769501or e-mail us at:

Rufus Leonard, a brand communication agency, specialise in mobile marketing. With over 10 years experience in brand strategy and on-line communication the mobile marketing arm adds value to the existing blue-chip client base and new brands.
If you want reliable delivery check out www.rufusleonard.com
Contact Nick Wiggin on 07855 779590 for more information.

Hi Zoe,

I am interested to know how you got on with your SMS campaign?
- if www.smsshortcodes.co.uk can be any help on future camapigns do let us know?

Best wishes,

Steve Hanna

>I'm putting together a youth marketing campaign (16-25)
>where we're keen to include SMS as part of the media mix.
>I'm looking for any advice/ information on results of SMS
>promoting a competition with a url driving recipient to a
>data captutre microsite as opposed to them responding by
>text . (We need to gather too much info for a text
>response.) I need to estimate ROI based on those that
>respond to the text and go on line - enter competition and
>complete an app form to purchase product and don't have
>experience of SMS's power to drive to the web...