PlusOne – Marketing Musings

SMS is being used by more and more venues because it provides a cost effective method of distributing messages to members in a timely fashion.

One of our clients uses SMS to inform members of drinks specials, themed events (such as football grand finals and the Melbourne Cup, and opening of new facilities at the club.

By collecting user interest information at the club membership/renewal stage, segmented lists have been developed, ensuring members only receive information and offers that are of relevance to them.

The results speak for themselves – from an initial implementation to send renewal reminders (resulting in 34% of members renewing within a week and the majority within a month) to sending out messages on a fortnightly basis  bringing with it measurable results.

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Is your website converting visitors to customers at about 0.5% ?

sThese conversion rate  will make you drool, or weep…

1800flowers.com – 29.4%
Proflowers.com – 25.9&
Roamans – 21.4%
QVC – 19.7%
Talbots – 17%
Lane Bryant Catalog – 16.7%
LL Bean – 16.6%
Ritzcamera.com – 16.2%
Office Depot – 16.2%
Lands End – 15.7%

Source: Nielsen/NetRatings

Of course the definition of what is a conversion is not stipulated – it could be a sale or a newsletter subscription , and the value of the items being sold can have an impact, as can the source of the traffic – generic click-through or type in from a real-world print ad or similar.

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