TXT2GET Proves Radio combined with SMS Marketing Works

Background The Shade Guys manufactures custom indoor and outdoor shades to enhance Australian's living areas and protect homes from the sun. The company uses radio advertising in Brisbane to drive people to its web site. However, it found it difficult to prove radio was working because once on the web site, many people selected 'Google' as the means by which they found the site, even though many of those were driven by the radio. Consequently the radio advertising was under review, so ARN's 97.3FM introduced The Shades Guys to TXT2GET to prove that radio was working and boost their leads.

Campaign Strategy The Shades Guys added a SMS-response keyword (blinds) to their creative. The SMS marketing campaign took minutes to set up on the site www.txt2get.com.au, and allowed listeners to respond via a call-to-action: "SMS blinds to 19 33 33". Then they began experimenting wth different creatives.

“Without TXT2GET we would have just continued as we were, not making changes to the ad and not knowing that the ad wasn’t working.”

Results

When the ad first went to air, TXT2GET showed that only a few SMS responses were coming through. The team at 97.3FM worked with The Shade Guys to make slight changes to the offer, the schedule and the script. As soon as the amended ad went to air, a larger number of SMS responses came through.

Through TXT2GET's online live reporting, they were able to see exactly when people responded to ads. It overcame the problem of the grey area and time lag between people hearing the radio ad and getting to the site, and proved that radio works.

With the TXT2GET SMS Marketing keyword, the right offer and the right script, leads started to flow via SMS (which the company followed up with a phone call)

In the days following the addition of the keyword and the new creative, the company made an additional 17 quotes and closed an additonal 10 sales as a result of the SMS leads, in addition to web enquiries.

Quotes

The Shade Guys’ Aldred Russon explains:

“Having the ability to monitor the ad and know what’s working and what’s not made it possible to make the relevant changes that were necessary for a better result."

"Without TXT2GET we would have just continued as we were, not making changes to the ad and not knowing that the ad wasn’t working."

"We got substantial results over the timeframe. It’s a very good way of monitoring exactly the traffic we were receiving."

"It was definitely worth using TXT2GET.”

Conclusion

Adding a TXT2GET mobile marketing keyword to advertising helped tell which offer and creative works best and prove that radio works. It also drove incremental sales leads.

Contact TXT2GET on 1800 8982438 (txt2get), go to www.txt2get.com.au or email mobi@txt2get.com.au for assistance in setting up an SMS mobile marketing campaign.