The Royal Exchange Theatre is using text message marketing to target the student and youth market. The objective of their text campaign is to increase box office bookings with special promotions and offers aimed at the Student market.
The Theatre decided to include mobile marketing in their promotional strategy after conducting research into response rate figures. It was found that SMS generated the highest response rate figures, averaging at 8% to 20%. SMS was also found to be cheaper, quicker and more direct in reaching audiences than other traditional marketing tactics such as Posters, Broadcast and Print.
Subscribers to the text alert service was also high with people opting into the text database by texting the Keyword CHEEP to number 07786 200350. This keyword and number were printed on all flyers, leaflets, posters, newsletters, and website as well as social networking sites such as myspace. The uptake of people subscribing to the service is high, at more than 50%, the increase in box office bookings generated from the text was also greater than expected at 8%.