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SMS campaign idea

by lambkr01
23 replies
Hi all. I'm still pretty new to WF, but extremely motivated. I've been doing IM for a couple of years and have helped a few personal friends with SEO for their offline businesses, so that got me interested in moving offline a lot more.

I've been tossing around a few ideas and trying to decide what to pursue and I had an idea I wanted to share and maybe get a little feedback on. I can't claim that this is totally original, I got a good chunk of the idea fromthe How I made $200,000 in the last 12 months, all your questions answered! thread.

So here is my idea:

In my small city a lot of the local food/restaurant/coffee shop businesses work collaboratively on many things. Big box stores like Target, Starbucks, Best Buy and major restaurant chains have been moving into the area like crazy for the last 10-15 years, so the local business owners work together to share marketing and help promote each other.

My idea is to use their cooperation to my advantage. I'm thinking of getting as many local businesses as possible into one SMS campaign. They share the same keyword and list and build that list together through their businesses. Then I'll send messages to the list about what/where the "daily deal" is. Maybe one day it's a buy-one-get-one deal at the sub shop or 1 free refill at the coffee shop (or whatever deals I can work out with the owners).

My problem is that I feel like there will be a ceiling for how many businesses I can get on board. If I get too many businesses then each business will get fewer messages per month. I'm thinking of doing 2 messages a week so as not to spam the list.

On the other hand, if I don't get enough then I run the risk of having the list grow too large and not be able to charge individual businesses more for generating a larger portion of the list than another.

As I said, I'm still very new to offline marketing and trying to find something that will work for me, so I won't be heartbroken if my idea gets shot down as stupid, but can anyone think of a way that this may work?

I just think that finding a way to use the businesses' cooperation with each other will be a great approach for my offline campaign. If only I can figure out what that approach should be...

Thanks!
-Kyle

#campaign #idea #sms
  • Profile picture of the author globalpro
    I think the idea may be worth looking at. The area I live in is suffering the same fate. The big box stores have been slowly pushing out the locals for some time, but for the most part, they are the better places to do business with. Since they are local, they are more inclined to treat you, as a customer, right.

    As for your idea, maybe look at what merchants you have to work with, see what they are offering that goes well locally and put together a select/unique group. I think by doing this, you could work a 'deal of the day' campaign, or something close to it. With some thought, you could schedule it out in advance, so it would be automated.

    Build some buzz around it being an exclusive/VIP list and you may be able to make a go of it.

    I like the idea and maybe this will help.

    Where I live (rural area), we have 2 municipalities and 2 unincorporated towns. All of them have a local business district. All of them have events throughout the year to get people to come out and while attending the event, shop at the local businesses. The events are art shows, local festivals, car shows, fairs, etc. The events are great, but the businesses go all out while they are going on with the increased traffic.

    Get the idea. They can get people to sign up for local business specials offered on a regular basis that will keep driving the traffic all year long.

    Gee, after writing all this, I am really going to put some thought into it for where I am at.



    Thanks,

    John
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  • Profile picture of the author somacorellc
    I did this exact thing last summer. One keyword meant to be a gateway to a daily deal thing of only local shops here in my city. I had flyers, a great website, and even hired people to pass out the flyers on move-in day at my local uni. You can look it up in my post history, I have a pic of the flyer in there somewhere.

    So I had the thing all tied down and it was awesome and had I think 5 businesses signed up to do a "deal" sort of thing. I was sending out deals, all was okay, and then everything plummeted off a cliff.

    What happened?

    The local newspaper took my exact idea, named it something very similar to mine, and started using their own newspaper/website to promote it. My deals quickly went the way of the dinosaur. My local businesses said it was cheaper to go with the paper and they were getting a lot more people in their stores.

    I guess I don't really have a point here, except to say that I was lucky I didn't have more invested into the idea. All in I was out about $200, and most of that was getting 5,000 flyers printed and hiring people to hand them out.

    So, be wary of people stealing/borrowing/coming up with the idea on their own and having vast amounts more resources than you to market it.
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    • Profile picture of the author globalpro
      Originally Posted by somacorellc View Post

      The local newspaper took my exact idea, named it something very similar to mine, and started using their own newspaper/website to promote it. My deals quickly went the way of the dinosaur. My local businesses said it was cheaper to go with the paper and they were getting a lot more people in their stores.
      Good point, but like anything, you have to at least try something to see if it will work or not.

      Where I live (have been here 30+ years), the local newspaper has been slowly declining. They continue to increase the price of the paper, while the quality of content and service declines. I know they get premium prices for advertising (have used them in the past), but their approach (innovation) to the ads is severely lacking.

      Personally, I would go back to the question of 'what is the ROI on the money spent for ads' to business owners. Most of them, I think, would come back that it's not what it should be. I used to get the local paper for many years, but dropped them when the price kept going up and the quality kept going down. Now, if I want to get some info about local happenings, I can go to their online site and get it for nothing (their online site is very lacking also - no mobile version).

      Hope that helps.

      Thanks,

      John
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  • Profile picture of the author ryanmckinney
    We are working a daily deal, with individual businesses, "text Monday to numberhere for the deal of the day!" as another way to add subscribers.

    So maybe if it does not work out for multiple businesses, it would be a good way for just individual businesses.

    Ryan
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    • Profile picture of the author lambkr01
      Thanks everyone so far. This has all been really helpful, and I appreciate it.

      somacorrellc - that's an interesting story. I'm sorry to hear that it turned out that way, but it is a good lesson to learn. I can imagine my local paper doing the same thing, so it's something I'll have to be thinking about too.

      globalpro - I think building a buzz, like you said, is going to be the key thing with something like this. There are some people that are still die hard local shoppers and will go out of their way to patronize local businesses instead of the big chain stores so getting a buzz going with them will be crucial. And I like the idea of putting together a select group. It seems like there'd be more control over it, and I'd be able to do multiple groups that way.

      ryanmckinny - that's kind of where the idea originated from, and where it might fall back to if things don't work out the way we would like them to. I just thought that it would be great to use the businesses' collaboration to our mutual advantage.

      I'm really excited to be able to help local businesses out like this. Thanks a lot for the ideas and suggestions!
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      • Profile picture of the author globalpro
        Originally Posted by lambkr01 View Post

        globalpro - I think building a buzz, like you said, is going to be the key thing with something like this. There are some people that are still die hard local shoppers and will go out of their way to patronize local businesses instead of the big chain stores so getting a buzz going with them will be crucial. And I like the idea of putting together a select group. It seems like there'd be more control over it, and I'd be able to do multiple groups that way.
        My thoughts exactly. It's definitely something I am going to work on for my local area. I know it's desperately needed.

        Worst that will happen is the local businesses won't see the value in it and they will be out of business soon enough. At least that will be the point of leverage I will be using.

        Thanks,

        John
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  • Profile picture of the author JToneyUK
    You could do this but building lists tailored to specific groups of people.

    For example you might target college/university students if you live in a student populated town. Hand out flyers and put up posters around the campus for deals and offers that students would like and benefit from. Then the businesses you intend on signing up to the campaign will be ones that students will have an interest in. Mainly bars and night clubs, stationary stores, cinemas, bowling places, arcades and entertainment complexes, printers, computer stores, computer game stores.

    It will be more value to those businesses if you tell they the list will be specifically a target group suitable to their business.

    You could build up loads of lists like this in many ways. Send out some fliers at wedding fairs to text a keyword and get on a list and then hit some wedding stores to text offers to the brides to be.

    You could target parents...."Are you a parent, text #### to 12345 for offers and discounts from local stores". Then approach local toy stores, mothercare type shops etc.

    Of course all these lists require your time and some money to set up and get the word out, and you would need to be careful with the frequency of texts you send. I think personally if I was receiving more than 1 text a week I'd get annoyed and stop the service.
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    • Profile picture of the author lambkr01
      Originally Posted by JToneyUK View Post

      You could do this but building lists tailored to specific groups of people.

      For example you might target college/university students if you live in a student populated town. Hand out flyers and put up posters around the campus for deals and offers that students would like and benefit from. Then the businesses you intend on signing up to the campaign will be ones that students will have an interest in. Mainly bars and night clubs, stationary stores, cinemas, bowling places, arcades and entertainment complexes, printers, computer stores, computer game stores.

      It will be more value to those businesses if you tell they the list will be specifically a target group suitable to their business.

      You could build up loads of lists like this in many ways. Send out some fliers at wedding fairs to text a keyword and get on a list and then hit some wedding stores to text offers to the brides to be.

      You could target parents...."Are you a parent, text #### to 12345 for offers and discounts from local stores". Then approach local toy stores, mothercare type shops etc.

      Of course all these lists require your time and some money to set up and get the word out, and you would need to be careful with the frequency of texts you send. I think personally if I was receiving more than 1 text a week I'd get annoyed and stop the service.
      Those are all fantastic ideas. We do have a college right in the middle of town and I've always thought it was interesting that ALL of the college students go to one bar. It's the only bar within a reasonable walking distance from campus so that's the only place they go. Maybe I can promote a cab company and a different bar so they might be more willing to go to other places. It might be worth it for me to approach the other bars and see if they want me to promote them at the college so they can get more of the college students (although it will probably make that one bar pretty mad because college kids are their main clients haha).

      I also completely agree with your last point about 1 text a week, and that was something that I was struggling with in my original idea. If I want to get one list for multiple businesses then I'd have to be sending out way more than 1/week in order to promote every business on a consistent basis, and that would probably just annoy the customers receiving the texts.

      The kids all went home for winter break now, but there is a bridal expo at our mall the first weekend in January so I think that may be a good place to start. Thanks!
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  • Profile picture of the author linebelowdigital
    This sounds like an excellent idea. I might try this out where I live in a couple of months when I have some free time.
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  • Profile picture of the author abnerjony
    SMS alerts can keep customers updated on information and cut costs for you:
    Text message alerts also known as SMS alerts are a great way to engage with customers with relevant information which keeps your brand top of mind. Text messages work for a variety of purposes telling customers about a great new product, new sales. Bogus Basin Snow Resort in Idaho is an example of how to use text message alerts to develop a fantastic information service for customers.
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  • Profile picture of the author Jgregory
    EDIT by the poster

    I took this out and now putting it back by request. The reason I took it out is because thinking some new marketers could stray down the wrong path. See the post and reply below

    Don't take this storey literally. I'm the creative department for my clients... I came up the concept that you open an SMS list building with an Event. Lots of ways to do that. Beer and a hot dog for a quarter, 10 cent cups. And the guy ran with it, and he didn't run afoul of any issues... as noted in the reply. Whatever you do, check first.

    First here's my response to the poster below

    Originally Posted by Jgregory View Post

    I did a quick ping with the guy... they used coupons in the restaurant side to make it work.

    The distributors seem to do free with a lot with local promotions. likely because its beer and not hard stuff... Bargain Babe» free beer Budweiser to give away free beer on Wednesday

    But I think you are right to point this out, thanks for that. This could be an issue in many areas... wouldn't want someone going down the wrong the path, so I'll remove the post.

    Best,
    Jan

    P.S. The concept demonstrates the need to build a list fast and the power of using an Event.

    You can just as easily do the event around Friday with this

    Ten Cents a Cup for Coors Lite 4 to 5pm only

    And if you are going to tell me that States can regulate the prices too... then its a pity. The good ol USA has become one of the most over-regulated business environments in the world.

    And here is the original Post:
    ================================================== =============================

    The key to all SMS campaigns pivots around an affordable, workable method to quickly build the list so you show proven results to your paying clients. Stories of SMS success seem out-weighed by striking out when offliners are setting up the business locally.

    At the core of the failure is a lame offer... the owners are often stingy about the offer. Offering free soda with a pizza won't cut it. Free cheese dip and chips, no strings attached... that works.

    Group Campaigns - Own the List

    The college idea has been around 2 years and I'd say it's still a good model. You own the list and sell the blasts. Stick with beer and food offers and you have a shot at getting this going with students

    How to get a SMS List built - Key is getting the buzz out so they optin fast... bulletin boards, flyers, handouts all seem to work but slowly and costly. You need momentum fast. My successful clients just buy the optins. "Go big or go home" was this guy's motto... so I worked up an idea for him.

    Key element is partnering for a one-day event with the right local business.
    what we did for him, was he made a deal with the best local college bar or pizza joint, the hangout... hand the owner $300, tell them you want to giveaway free beer Friday afternoon for 1 hour between 4 and 5pm. Now look, its gotta be the right owner you can work with, and it goes something like this...

    It's free draft beer, no strings no gimmicks. Everybody gets free beer for one hour Friday afternoon. Then go to local radio stations with the bar owner and tell the local DJs in person, and do very large flyers on Friday morning passed around the campus, plaster everything with Free Beer Friday at XXX Hangout.

    That kicks-start the grapevine, lots of others ways to get publicity. Its basically a 1 hour keg party, and the hot girls you have working the beer tap, they ask for optins... "Hey there, please text "beerCindi" to 515151 so I can win a prize! Can you do that now?" Sign there with your codes too. And you are giving the winner $100 for the most optins. "beerCindi" "beerKaren"... whatever works use it.

    So, the list of hungry, thirsty college students gets built fast, you own it, and you followup with more great deals like "bring 2 friends for a free...."

    Works out roughly like this... a keg will run about 75 bucks, about 165 cups per keg, figure on going thru 4 kegs minimum. That will run out before the hour is up, but do it like this... You explain it well to the owner, when the buzz builds, mention that it would be embarrassing to run out of the free beer, your $300 will cover 4 kegs... when its gone, he won't mind covering the rest to have a crowd of 500 to 1000 customers on Friday afternoon in a college town.

    To forestall the negative replies... you only have a single keg working at a time, maybe two. Patios are great for this... so everyone stands on line. Keeps the inventory around longer, and law of scarcity works in your favor... "We gotta get there fast before its all gone". The girls are working the optins and pulling beers. If its going gangbusters, you yell out a Last Call at 5 till 5PM, and a giant moan arises from the crowd but the owner magnamously chips in another 15 minutes Hoo-Yah!!!! What a great guy. So everyone hangs around buying food and more beer for the night.

    Best Regards,
    Jan Gregory
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    • Profile picture of the author sbishop
      Originally Posted by somacorellc View Post

      I did this exact thing last summer.
      What happened?

      The local newspaper took my exact idea,... My deals quickly went the way of the dinosaur.
      You still have the list? that is still an asset for you!!

      If you still have the list the use it! Walk into a resturaunt and tell them about your SMS text marketing program. Ask them what coupons thay are or have run in the past. Get them to approve for you to blast one out for free.

      Come back next week and ask them how many people came in with the coupons. Tel them that a list of their customers would have higher response rates and sign them up for your service!!

      I am currently building a list myself for this reason. I plan to try and sell the solo blast. Then offer to build a custom program for them!
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    • Profile picture of the author beeswarn
      Originally Posted by Jgregory View Post

      The key to all SMS campaigns pivots around an affordable, workable method to quickly build the list so you show proven results to your paying clients. Stories of SMS success seem out-weighed by striking out when offliners are setting up the business locally.

      At the core of the failure is a lame offer... the owners are often stingy about the offer. Offering free soda with a pizza won't cut it. Free cheese dip and chips, no strings attached... that works.

      Group Campaigns - Own the List

      The college idea has been around 2 years and I'd say it's still a good model. You own the list and sell the blasts. Stick with beer and food offers and you have a shot at getting this going with students

      How to get a SMS List built       - Key is getting the buzz out so they optin fast... bulletin boards, flyers, handouts all seem to work but slowly and costly. You need momentum fast. My successful clients just buy the optins. "Go big or go home" was this guy's motto... so I worked up an idea for him.

      Key element is partnering for a one-day event with the right local business.
      what we did for him, was he made a deal with the best local college bar or pizza joint, the hangout... hand the owner $300, tell them you want to giveaway free beer Friday afternoon for 1 hour between 4 and 5pm. Now look, its gotta be the right owner you can work with, and it goes something like this...

      It's free draft beer, no strings no gimmicks. Everybody gets free beer for one hour Friday afternoon. Then go to local radio stations with the bar owner and tell the local DJs in person, and do very large flyers on Friday morning passed around the campus, plaster everything with Free Beer Friday at XXX Hangout.

      That kicks-start the grapevine, lots of others ways to get publicity. Its basically a 1 hour keg party, and the hot girls you have working the beer tap, they ask for optins... "Hey there, please text "beerCindi" to 515151 so I can win a prize! Can you do that now?" Sign there with your codes too. And you are giving the winner $100 for the most optins. "beerCindi" "beerKaren"... whatever works use it.

      So, the list of hungry, thirsty college students gets built fast, you own it, and you followup with more great deals like "bring 2 friends for a free...."

      Works out roughly like this... a keg will run about 75 bucks, about 165 cups per keg, figure on going thru 4 kegs minimum. That will run out before the hour is up, but do it like this... You explain it well to the owner, when the buzz builds, mention that it would be embarrassing to run out of the free beer, your $300 will cover 4 kegs... when its gone, he won't mind covering the rest to have a crowd of 500 to 1000 customers on Friday afternoon in a college town.

      To forestall the negative replies... you only have a single keg working at a time, maybe two. Patios are great for this... so everyone stands on line. Keeps the inventory around longer, and law of scarcity works in your favor... "We gotta get there fast before its all gone". The girls are working the optins and pulling beers. If its going gangbusters, you yell out a Last Call at 5 till 5PM, and a giant moan arises from the crowd but the owner magnamously chips in another 15 minutes Hoo-Yah!!!! What a great guy. So everyone hangs around buying food and more beer for the night.

      How do you sell this idea to your owner/partner? Well, if you can't sell free beer, you need to look for another line of work

      Best Regards,
      Jan Gregory
      Nothing has ever not happened more than this story. What U.S. state do you live in whose liquor control board allows a licensee to give away free beer on the premises?
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      • Profile picture of the author Jgregory
        Originally Posted by beeswarn View Post

        Nothing has ever not happened more than this story. What U.S. state do you live in whose liquor control board allows a licensee to give away free beer on the premises?
        I did a quick ping with the guy... they used coupons in the restaurant side to make it work.

        The distributors seem to do free with a lot of ocal promotions. likely because its beer and not hard stuff... Bargain Babe» free beer Budweiser to give away free beer on Wednesday

        But I think you are right to point this out. This could be an issue in many areas... wouldn't want a new marketer taking even the slightest chance, so I'll remove the post.

        Best,
        Jan

        P.S. The concept demonstrates the need to build a list fast and the power of using an Event.

        You can just as easily do the optin event around Friday with this

        Ten Cents a Cup for Coors Lite 4 to 5pm only

        And if you are going to tell me that States can regulate the prices too... then its a pity. The good ol' USA has become one of the most over-regulated business environments in the world. The government is crushing small businesses while bailing out multi-national banks with billions of taxpayer dollars
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        • Profile picture of the author beeswarn
          Originally Posted by Jgregory View Post

          I did a quick ping with the guy... they used coupons in the restaurant side to make it work.

          The distributors seem to do free with a lot of ocal promotions. likely because its beer and not hard stuff... Bargain Babe» free beer Budweiser to give away free beer on Wednesday

          But I think you are right to point this out. This could be an issue in many areas... wouldn't want a new marketer taking even the slightest chance, so I'll remove the post.

          Best,
          Jan

          P.S. The concept demonstrates the need to build a list fast and the power of using an Event.

          You can just as easily do the optin event around Friday with this

          Ten Cents a Cup for Coors Lite 4 to 5pm only

          And if you are going to tell me that States can regulate the prices too... then its a pity. The good ol' USA has become one of the most over-regulated business environments in the world. The government is crushing small businesses while bailing out multi-national banks with billions of taxpayer dollars
          Distributors can give away free alcohol -- sometimes, in limited amounts, in some places -- because they aren't licensees at retail. Be very careful with free alcohol. All it takes is one bureaucrat with nothing better to do to report you to a carrier for abuse, and you're done.

          Better to give away free pretzel bites, or whatever. A prize to juice up your list does work very well.
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  • Profile picture of the author kavitapore
    it is excellent idea to increase the business.thanks
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  • Profile picture of the author MariaFrolova
    hate SMS spam better email spam at least
    but it's my personal liking
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  • Profile picture of the author zenyatta
    Hi Kyle,

    Thanks for starting this thread there are lots of great ideas. I like your idea of in essence a co-op of restaurants for mobile marketing. I send a weekly text offer for my clients. It keeps their lists fresh and responsive. I think 2 per week is the max to limit opt outs. I would suggest setting up multiple lists and each list is connected to 4 restaurants. We have 7 ways to build lists but of course POS is one of the best. So each of the 4 restaurants would be building the list as a team. Then each restaurant gets to send an offer out to the whole list every other week. Then start your next "team" and so on and so on.

    I like the idea of building my own lists and offering to send deals for different restaurants. Our platform tracks redeemed mobile coupons so you could give that free test to a restaurant but don't wait and week to check back with them but go in the next day when its fresh in the restaurant owners mind and show him the results from your tracking reports and get him signed up. it will be easy when he has already seen the power of SMS. You can either charge a flat fee or since you built the list charge them for each person that you get into their restaurant. Again easily tracked with a good platform.

    Here is an example. Build your first 500+ person list. We see mobile coupon redemptions between 5-20% depending on the offer. You could get 100 people into the owners restaurant with a great offer. I would charge $5 per person for dinner so you make $500 on each offer. Do that 2x per week or 8 times a month for 4k per list. Then go make another list.

    Lets compare this with Groupon or the other daily deal sites that restaurant owners use. They have to discount their offer by at least half, say $40 of food for $20. Then Groupon gets $10 of that $20. You are charging half what Groupon charges.

    But you can pinpoint the traffic you will put in their restaurant to a specific night and even a specific time which Groupon doesn't. That control and especially half the cost is why restaurant owners will pick you over Groupon. Look for restaurants using Groupon and other daily deal sites through Yipit.com because they are your prime targets.

    Another way to not worry about too many texts going out to your list is to create a mobile website of daily deals. Customers could access the site any time for special deals. Then 2x per week use an exclusive or special offer to text out a mobile coupon to your list. On our platform these coupons push out to Facebook and Twitter so your list and website visitors will grow virally.

    If you are in a tourist town and master how to build your list you could literally offer a lunch deal a dinner deal and a tourist activity deal every day of the week. Tourists come and go every day so your list is constantly being opted in as well as being opted out, so no need to worry about sending too many offers. They are also more responsive since they are on vacation they have to find a restaurant where to eat or offer nightlife activities, fun tourist activities, or ?. They also have those disposal vacation $$. You could even send affiliate offers for that matter.

    So now with higher redemption rates your average list size wouldn't even have to stay at 500 or more. Obviously you charge less for lunch and nightlife/happy hour deals or tourist activities maybe just $2.50 per person. So if you can get 100 tourists to redeem mobile coupons for each of these offers you could make $250+$500+$250=$1000 per day.

    How many days a month do you want to work 10? = $10k 20? 20=$20K or how about all 30 you guessed it 30=$30k per month. The beauty of my system is that you don't have to worry about over saturating or blowing a list up with too many offers, since it is constantly turning over with tourists and business travelers. My secret is how to continually build and maintain your tourist list. Reverse engineer it and be creative you can figure it out, theres multiple ways it can be done.

    Is it a dream or reality? Only you can make it happen. Take action NOW to create your future. Any thoughts or ideas? Lets keep the creative juices flowin...

    Zen
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  • Profile picture of the author TrumpiaTim
    Interesting idea but I think each business would benefit more if they had their own specific mobile opt-in list versus a general list for everybody to contact.
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  • Profile picture of the author phpPro
    effective marketing is about targeted approach,
    hitting a general list may not yeild the targeted output
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  • Profile picture of the author centsible
    I think that at some point the government is going to step in and stop the unwanted texts that are costing some of us via our cell phone plans.
    I get way to many texts that are unsolicited.
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    • Profile picture of the author HypeText
      Originally Posted by centsible View Post

      I think that at some point the government is going to step in and stop the unwanted texts that are costing some of us via our cell phone plans.
      I get way to many texts that are unsolicited.
      It's obvious that you don't realize that "Opt-In" SMS Marketing is being discussed. It isnt SPAM if the Cellphone user has signed up to receive the messages.
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  • Profile picture of the author Austin357
    Definitely a nice idea to get the bigger fish working together on this campaign. I've had some good success targeting individual shops with their own keyword. This way they can customize offers to their custom lists.
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