Text Message Marketing:
A Small Business Case Study
This case study combines text message marketing with data segmentation and filters. It’s simple, highly effective and neatly encapsulates the advantages of a database management system.
A perfect example of small business database marketing.
KEY CAMPAIGN FEATURES:
opted-in database, database segmentation, database filters, content relevance
Behind The Wall
A well-established and busy city-centre bar and restaurant on several floors, with its own micro-brewery. Every weekend sees live bands, and DJs, with occasional variety shows ranging from comedy to clairvoyants. Events are often promoted by email or text message.
use text message marketing to promote an event involving a visit to BTW from a female glamour model troupe called The Score Angels.
It was felt inappropriate to send the text message to female customers, so the male segment was used. BTW only have a few marketing segments, two of them being ‘male’ and ‘female’ customers.
Here's what we did:
- Step 1: run a filter on the database to extract every male customer with a mobile phone number
- Step 2: upload a promotional picture to our webspace to increase the impact of the text message campaign (actual image shown below)
- Step 3: create and send the text message, including an unsubscribe option
- Step 4: record unsubscribes in the marketing database
Simple! Just a few customer segments on the database, used only when needed. The text message was relevant and appropriate, delivered quickly and affordably by sms campaign.
The result? A successful and profitable promotion. All of which is EXACTLY how small business database marketing should work.
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