Advantages of Text Message Marketing
Text message marketing has numerous advantages over traditional forms of advertising. Text marketing or SMS marketing is still an emerging marketing and advertising medium that until recently was only cost efficient to large companies and organizations. New technology has made this available to small businesses at a cost investment that is lower than direct mail, newspaper, radio and other forms. The return on investment is also measurable which always isn’t the case with the other forms of advertising.
If you are using print and traditional advertising methods with some success, you can add a mobile marketing call to action. An example, “TEXT ‘PIZZA’ to 83936 for FREE APPETIZER with purchase of LARGE PIZZA” has been shown to increase response rates by up to 30%. We don’t have to do the math for you but imagine your marketing campaigns bringing in 30% more business. Would that help out your bottom line?
Text message marketing is also targeted. With direct mail you can target a neighborhood or zip code. Radio, newspaper and television it is very hard to target and your message is reaching customers who will never spend money with you. Text message marketing allows you to target directly customers that have already spent money with you, have a positive relationship with you and just need a little incentive to increase their spending frequency with you. SMS marketing allows you to target your advertising dollars to customers who are most likely to spend more money with you.
Text message marketing is also very easy to set up and start a new campaign. To start a new campaign with other advertising methods it can takes weeks of layout and design and you do not know when potential customers will see or respond to your message. With text you can have a new campaign set up literally in 5 minutes and have sales and customers coming through your doors or ringing your phone in under an hour. Your time to market is instant, allowing you to take advantage of rapid market changes and sales you need to advertise quickly.
Keeping your message in front of your customers also extends retention and life span of that customer. Your customers are bombarded daily with messages from your competition. By giving your customers what they want from you, directly on their phone, you are creating a brand identity and relationship with that customer. It is far more cost effective and profitable to market to your existing customers that constantly wasting your money casting a wide advertising net trying to attract new sales.
If you have not yet started a text message marketing campaign the time to start is now. Text message marketing has been shown to be 10 times more effective than newspaper advertising and 5 times more effective than direct mail. Do you think response rates such as those at a fraction of the cost would help your business grow?
About the author
Shane has been in the restaurant business his entire life. Working as a cook in fine dinning, owning multiple pizza parlors around Boston and as a one time owner of the oldest bar in Boston, The Red Hat. Now he uses his experience to write marketing guides and articles and act as customer support liason, all in the name of helping his fellow small business owners succeed.