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.
CASE STUDY
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
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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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There’s lots more to explore at these pages…
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