Client: Radio Active 89FM
Project: SMS mobile marketing
Solution: RedDirect
Campaign Length: 28 days
Wellington based member of the nationwide B.Net radio group Radio Active 89FM, in conjunction with Run The Red successfully completed Radio Active's first interactive SMS competition campaign.
The Objectives:
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Trial the effectiveness of wireless marketing (SMS) with purely radio promotions
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Raise brand awareness and increase sales of Radio Active 'Active' cards
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Build a customer database including mobile numbers
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Increase the number of listeners to 89FM
The Results:
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The highest ever response to a purely radio advertised competition
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Increased awareness of the Radio Active 'Active card'
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Increased database of listeners and their mobile numbers
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Proven desire of listeners to enter SMS competitions
The Strategy:
Competition entrants were required to text their name and contact details to Radio Active's unique SMS code, 8936 (89FM). Each entry went into the draw to win 10 music CDs each Friday for four weeks. The more times you entered, the higher the chance of winning. In addition to this, a confirmation text with basic information on the 'Active card' and Radio Active contact information was sent to all entrants at no extra charge.
This strategy was based on reward marketing, giving entry to a competition in exchange for personal details that can be collated into a database for future use. Incentive for increased communication between station and listener is initiated by a response text from Radio Active. This goes to reinforce the general concept of person the person communication that the medium of radio relies on.
Radio Active station manager Dave Gibbons said: "We were very happy with the results of the competition. I can see the possibilities for using SMS marketing with more than just competitions. Many of our revenue generating services can also make use of this direct medium. I was impressed with the ability to view detailed information online, in real-time, on who and when listeners entered the competition and the effectiveness of our own radio ads." |
