The objective for the Royal Exchange is to increase awareness of the Theatre and its amenities such as bars, restaurants, workshops, backstage tours and shows to the student and youth market.
SMS generated the highest response rates of any previous marketing campaign, averaging at 8% to 20%.
SMS marketing was also considered cheaper, quicker and more flexible at reaching audiences.
Text messaging was considered to be the most effective medium to directly contact young people and students.
We have had great results from using text marketing, with many recipients making a box office booking as a direct result of receiving a promotional text.
—Royal Exchange Theatre