Case Studies -
How SMS is building business

The following case studies are real. We can help your business in a similar fashion.
Case Study 1. Dunkin Donuts
A two month mobile interactive ad campaign in Italy has resulted in a 9% increase in sales for Dunkin Donuts, according to the two companies that created it.
As a result of an SMS-based marketing campaign, customers were able to get coupons for Dunkin Donuts goods by using their mobile handsets to respond to advertisements displayed on store notice boards, billboards and on the radio.
By sending a short message to the published numbers, users receive an immediate reply featuring a free gift coupon or special offer exchangeable at local outlets.
Sales were reportedly up 9% within the first three weeks of the campaign. By enticing consumers to request special offers, Dunkin Donuts ensures that they achieve a great consumer push without running the risk of breaking down the client relationship by contributing to the wealth of 'spam'. SMS is the perfect way to tap into a vast market of mobile phone users in an environment plagued by a lack of standardization and interconnections.
By ensuring that the power of the SMS medium is put to good use in an ethical way and one which doesn't encroach upon users' privacy is something which was key to the success of campaigns such as this one with Dunkin Donuts.
And Dunkin Donuts' Italian franchisee GianLuigi Contin says that the SMS marketing solution has been a positive brand-building experience: "We are directly reaching our targets with a message they can understand. Cellular coupons are not cute promotions, rather they are serious marketing tools that not only extend the brand but are also directed towards the people we want to reach."
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Case Study 2. SMS more successful that newspaper ads
A furniture retailer trialled SMS to advertise carpark and out-of-the-container sales. Messages were sent to their client database and encouraged people to come and buy a bargain.
The results are so good that they have ceased expensive newspaper advertising and now rely solely on SMS advertising.
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Case Study 3. MacDonalds boosts sales using SMS
When McDonald’s Australia ran its first SMS voucher campaign in Bundaberg, Queensland, in September, it saw very healthy SMS voucher redemption rates.
This redemption rate was aided by the design of the voucher campaign, which was integrated with a competition run through a local radio station. Listeners entered the radio competition by SMSing in their name. In reply, they received a confirmation of their entry with an SMS voucher attached. They could take this voucher to either of the two Bundaberg McDonald’s restaurants and receive one of three offers. Additionally, the customer was asked to reply to the SMS voucher with a “Y” to receive more McDonald’s offers, which most recipients did.
McDonald’s was able to send out further vouchers just before lunch time.
Because every phone number is unique. McDonald’s collected names in their campaign, next time they may choose to ask for age, allowing better targeting and response rates.
Because of the infiltration of mobile phones in society, it is a perfect promotional entry tool and voucher/coupon delivery and redemption mechanism.
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Case Study 4. Star boy band to SMS its fan base
Boy band BBMak is to use an SMS text messaging campaign to support the release of their new album and build up a database of their fans' for label Telstar Records.
Thousands of fly posters and postcards will initially promote the band's new single Still on your Side, which is released on 14 May. They will feature a phone number, to which fans can text the word 'BBMAK' for a chance to win a new mobile phone. Another message will be sent to respondents will be used to send on 28 May, the day the band's album Sooner or Later is released.
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Case Study 6. SMS marketing helps McDonalds
Marketing products to mobile phones using SMS messages has been proven to increase sales, according to a test study carried out in Sweden.
Named e-street, the project signed up 2,500 mobile phone-users in the town of Lulea to receive SMS messages of special offers from 150 local organisations.
After the volunteers were sent an SMS for a McDonalds burger offer, 25 per cent of the targeted users took up the offer.
The McDonalds in question broke its turnover records during the test period and it jumped to the top of the McDonalds league table in Sweden.
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Case Study 7. Hilton uses SMS with success
The Hilton Hotel group has successfully used SMS messaging to increase guest numbers to its hotels and build customer loyalty.
The hotel sent out important marketing messages such as specials and promotions directly to its members’ mobile handsets.
SMS allowed the hotel to get the messages out instantly and at the most appropriate time of day.
The use of SMS as a direct marketing tool resulted in a 10-25% uptake of offers sent out by the hotel and proved to be an integral part its direct marketing and loyalty strategy.
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Case Study 8. Just what the doctor ordered
A Queensland-based chiropractor, long plagued with no-shows of appointments made perhaps weeks earlier or last minute cancellations, now sends reminders to patients of their appointments that day and asking they notify the clinic if they cannot make the appointment. This has increased the successful appointment rate and also allows opportunities to fill cancelled appointments.
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Case Study 9. Cheap fuel a great prompt
Petrol price monitoring group FuelWatch advertised an SMS competition to win $250 of free fuel on the back of delivery trucks. In 3 weeks 500 entries were received from just 10 trucks operating in Brisbane. In addition to the creation of a database, which can be used for further marketing, by asking respondents to enter a letter corresponding to the trucks regular route, the best routes could then be determined for future campaigns. Heightened awareness of the FuelWatch brand was also created as well as its website URL.
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