sms | lead generation | measuring marketing | USSD | MMS | bulk SMS |impulsive response | call centre | mobi site | CRM | databases | international | location based
We call our system Three Four Double Oh Seven because that’s the only number our clients need to feature in their ads – and the only number consumers need to remember.
The combo of media and contact detail is what ultimately determines the responses you’ll get from your advertising. For example, the company that offers a fax number to drive-time listeners… how many responses do you think they get? Some people just don’t think.
Let’s take a quick look at the 8 contact channels that most ads offer to their target audience:
almost always a landline telephone and fax number,
sometimes a physical and/or postal address,
often a Smart Access number: 0800, 0860, 0861,
usually an e-mail address and web address, and
increasingly, a cellphone telephone number as well.
How many contact details should you offer a stressed consumer? Only the ones you think they’ll remember or the one that can capture their response – in the very instant they’re inclined to do so. In a word: SMS!
CASE STUDY
Arnold Chatz Cars in Johannesburg did an advertising drive recently to attract new car buyers into their dealership. We do a lot of work with car dealerships so we know that anyone generating more than 100 responses a month is doing pretty well. But, in that calendar month, Arnold Chatz received 871 responses! Yes, 871 prospects responded to his shortcode SMS.
Here’s the proof:
Dear Kevin,
Just a short note to report on the remarkable success of our 34007 campaign... We received an overwhelming response from very few ads and we can recall at least 15 additional deals by inviting interested buyers to SMS ARNOLD to 34007 in each ad… We will be continuing with this strategy...
