Text messaging has been steadily gaining popularity as an advertising medium. And for good reason! Advertisers who use text messaging to promote their products are able to reach out to a highly targeted group of consumers. Millions upon millions of people all over Kenya own cell phones that have the ability to receive text messages.
When comparing the relatively low cost of SMS advertising to that of more traditional advertising options, the choice is obvious. Text messaging is the most efficient and cost effective way to reach the largest target audience.
Advertisers can promote their products in several ways through text messaging. They can send instant coupons, promotional messages and even last minute sales and discounts directly to their prospects’ cell phones. With a hefty 94% of all text messages being opened up and read immediately upon receipt, there simply is no other advertising medium that can compete.
Text messaging provides advertisers with the ability to instantly contact potential customers all over Kenya. It is personal and immediate. If you don’t have text messaging as part of your marketing plan in 2013, you should!
Steps for a Successful Text Message Marketing Plan
Build your Database
Text message marketing is opt-in marketing. That means that you must have permission from the consumer prior to sending him/her a message. While this may seem like a daunting task, it is precisely why text message marketing works so well.
The best way to build an opt-in database is through interactive text message marketing via a keyword and short code. For example, Text RESULTS to 22901. Offering a mobile coupon or special offer is the best way to get your prospects to participate. When a consumer participates in your interactive text message marketing program, he/she has now provided a legitimate opt-in to your program. It is now permissible for you to send him/her broadcast text message promotions in the future.
Marketing to your Opt-In Database
By opting-in, the consumer has indicated that he wants to receive promotional text messages from you in the future. Therefore, you can send him broadcast text messages to remind him about your products.
Is Monday a slow night? Send a broadcast text message to encourage more business on Monday night by making a special offer. For example, “Show text for Buy One, Get One Free.” Text message marketing is viral thus giving you an added bonus; friends can invite their friends by simply forwarding your message.
It is important that all of your broadcast text message promotions have legitimate value and you don’t send them too often. We recommend no more than two promotional messages per week. The consumer always holds the cards in this relationship. If he feels that you are sending too many messages, he can always opt-out of your database simply by replying to your message with “STOP.”