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.

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KEY CAMPAIGN FEATURES: opted-in database, database segmentation, database filters, content relevance

Business name: Behind The Wall

Business type: 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.

Location: Falkirk, Scotland

Our brief: 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

text message marketing 02

direct marketing consulting
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.

There’s lots more to explore at these pages…

small business email marketing ad 02

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