The Nike Group has a reported considerable success with an SMS-based marketing campaign.
The group, which has a variety of travel and entertainment brands, as well as manufacturing businesses, deployed a targeted campaign for one a ski lesson promotion.
The campaign, actioned by SMS-based marketing company Textlocal, targeted 100 opt-in customers. Textlocal says that the campaign cost The Nike Group under £5, and distributed an SMS containing details of the discounted offer to its customers. They received a total of £500 worth of bookings, giving a return on investment of 100:1.
James Plumer, ski centre manager for the Nike Group says: “We are delighted with the results we’ve experienced from text marketing. It is a useful means to target customers accurately and appropriately, and although we still use other elements of the marketing mix to promote our business, we are pleased that mobile is helping to drive our business forward with specific, measurable and cost-effective campaigns.”
Textlocal managing director Darren Daws says: “Today, businesses need mobile to support their overall marketing strategies and use messaging as the main force driving customers to the mobile internet sites. For the leisure and entertainment industry, mobile works perfectly as businesses can communicate instant promotional offers, discounts and grow opt-in databases for as little as 2.5p.”