PlusOne – Marketing Musings

160Characters Association had this interesting post about the use of SMS as a response mechanism.

A direct mail campaign initiated by the theatre and their advertising agency, Mike Lynch Advertising went to nearly 150,000 addresses in the Sunderland area. The mailer invited recipients to text EMPIRE and their postcode to 60777 to see if they where a winner. The prizes included free tickets to shows at the theatre, discounts on ticket prices and free refreshments or ice cream.

“We asked Interlinked Media to construct and run the entire mobile campaign for the Sunderland Empire” said Clare Lee from Mike Lynch Advertising. ”In the space of 6 weeks, over 23,000 unique people responded to the campaign, a response rate in excess of 15%. On several days over 3,500 people entered the promotion, resulting in queues down the street. ”

 Of course we need to remember that much of the success must go to the advertising copy writer and designer – but a 15% response rate is nothing to sneeze at!

If you are an Australian business and wanting to use SMS in your marketing, give me a call 0409 349 752 – Matt

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