We all know that SMS is an opt in strategy – that you have
to convince consumers to choose to receive messages
from you. There are three basic enticement techniques that
1). Offer a Big Prize to One Winner
By offering something that is a big prize to one winner you
can garner a lot of excitement and get people opting in to
win the prize.
Be sure the prize is congruent with your long term offer.
Don’t offer the chance to win free ice cream for a year if
you want to send them weekly specials about shoes.
Also, know that your list may be most interested in winning
the prize and not as interested in your regular contact. Be
sure they are aware they are also signing up to get regular
communication when they enter the contest or your list
building efforts will fail.
2). Give Something to Everyone
Giving something to each person who signs up for your
SMS campaign is an excellent incentive to get people who
are truly interested in what you offer on your list. As an
example, if you are a restaurant and give away a free
lunch entrée to everyone, you can be sure these are
people who want to eat at your restaurant.
The price of the free initial item is sure to be recuperated
quickly in repeat business and you will have built up good
will with your customers.
3). Capturing Customers When they Purchase
When is it that customers are probably the most happy
with your business? When they are purchasing something.
So putting your SMS offer at the point of purchase – either
on a counter display or on the receipt or by verbal delivery
from the customer service person – is smart marketing.
As the method of enticement you can use a discount on a
future purchase or quite possibly offering alerts when
discounts are available. These are your customers already,
you don’t have to convince them to do business with you,
just to receive regular communication from you.
Bottom line, you need to give people a REASON to want to
sign up for your SMS campaign. You are, after all, asking
them to give you one of their most prized pieces of
information – their cell phone number. Make it a good,
compelling and interesting reason and your campaigns will
do much better.
Kim Dushinski, author of The Mobile Marketing Handbook,
is the founder of Mobile Marketing Profits, a mobile
marketing education and consulting firm. Find out more
about how you can take advantage of the opportunities in
mobile at http://www.MobileMarketingProfits.com.