Bulk SMS a direct marketing hit
Bulk SMS played an important role in the recent South African ‘Fly the Flag for Football’ mobile campaign. Run by the International Marketing Council for South Africa, this mobile campaign aimed to raise public awareness around the 2009 Fifa Confederations Cup and build excitement amongst fans in the build-up to the 2010 World Cup. By using bulk SMS as a medium to reach fans and their friends, the campaign had a 72% response and click-through rate.
This bulk SMS campaign centred on a competition; fans were asked to send a SMS message to 41929 and on receipt of their entry were sent a SMS back with the link to the mobile website, www.flythesouthafricanflag.mobi. Bulk SMS was used again further on in the campaign; when fans entered the competition they were asked to supply the names and numbers of the three friends they would take with them to the game if they won. These three people were then sent a personalised SMS inviting them to join the competition. At the end of the games, all entrants received a SMS reminding them that there were 365 days left until the 2010 World Cup.
Direct marketing through bulk SMS messages is particularly suited to the South African consumer landscape. With a diverse demographic range and a population that has limited access to fixed line telecommunications; South Africans have embraced mobile technology. Over 40 million South Africans own cellphones and understand SMS technology, using it in their everyday lives.
Bulk SMS as a communication medium has several advantages; it is extremely affordable compared to traditional advertising media, it can be personalised, it is immediate, success metrics can easily be monitored and campaigns automated, so that they require little ongoing sender intervention. SMS is also easy to forward to friends, so any campaign has a chance of going viral. Besides competitions, it is also useful for event notifications, launches or promotions – any time that a large group of people need to be notified quickly and at the same time, despite being in different locations.
Bulk SMS campaigns can be set up in minutes and no technical expertise is required in order to set up or administer them. South Africa’s consumer market is ready and waiting for your direct mobile marketing message; deliver it now from a bulk SMS provider.
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