We all want to be in the digital game. Text marketing, mobile advertising, device apps, data analytics… we just have to be there. But man do I dread the question, so.. what does this do for us.
Take text marketing. I have actually had a text marketing provider show stats to convince me to use their service that show an event with attendance of over 20,000 where 200 people responded to a text promotion with 100 actively signing up to stay active in the text “club” and then 50 being still engaged and not having opted out a few months later. That is one case where we have to ask, so what is this doing for us? I for one am not excited about .1% – 5% data capture rates for a mobile promotion.
Granted we sometimes have to play in a field until we get a complete understanding of its potential as an advertising and selling platform, but sometimes we might also be correct to simply punt and wait for the next round all together.
In the texting case, I actually believe it is a worthwhile endeavor for event promoters. But, like in most marketing endeavors, you have to be willing to fully apply yourself to reap any rewards. The problem with so many sports and events is that they actually don’t value the text platform enough, hence, they get paltry returns for their efforts. No, I am not happy with less than 5% data capture (a number that would actually be at the high-end of most text promotions at events). The investment required to make the promotion successful goes well beyond the cost of the text platform and its communication to your event going audience. You have to also invest in the reward for the participants. A t-shirt or a couple of tickets simply is not compelling enough, but a chance to meet a player back stage and fly with the team to their next away game might get you a shot at a much greater opt-in from the audience.
Much like traditional advertising where you would not spend $1 million on the media buy and then $1 hundred to create the spot… so too, you must remember that investments in digital and mobile platforms require more than just the technology for the execution.
Has anyone seen a truly successful text promotion out there? Any examples of a promotion where you were compelled to text?
Here are a couple that have gained real traction in their text promotions: