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Case Study: King’s Hawaiian and Publix Supermarket Text-to-Win A Trip to the Pro Bowl

King's Hawaiian and Publix Supermarket Text-to-Win A Trip to the Pro Bowl

King’s Hawaiian and Publix Supermarket Case Study from Sweeppea

A national food brand teamed up with the Falcons football team to offer a text-to-win in supermarkets.

  • Objective: To boost product sales, improve retail space awareness and product positioning for King Hawaiian’s products.
  • Prize: $100 Publix Gift Card.
  • Grand Prize: Paid Trip to the Pro-Bowl in Orlando, FL.
  • Results: 
    • Hundreds of participants entered daily.
    • Adding text-to-win increased entries by 35 times compared to sweepstakes of the previous year
    • Nearly 100% store participation with front lobby displays
  • Client says: “We had awesome results from our sweepstakes. We really think Sweeppea had something to do with that. We will definitely propose to clients that we use Sweeppea in future sweepstakes!”

King's Hawaiian Uses Text-to-Win to Gain display space in Publix King's Hawaiian Successfully Uses Text-to-Win in Publix Stores

Would you like to market your brand via text-to-win? Reserve Your Sweepkey now to get started with your campaign.

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Rocking the Conch Republic: Results of Our Text-to-Win Sweepstakes for the Florida Keys & Key West

In this Saturday, Oct. 26, 2013, photo provided by the Florida Keys News Bureau, feathered dancers prance down Duval Street in Key West, Fla., during the Fantasy Fest Parade. Attracting some 60,000 people, the procession was the highlight event of the 10-day Fantasy Fest costuming and masking festival that ends Sunday, Oct 27. The annual festival originated in 1979 and has matured into the Florida Keys largest special event, accounting for some $30 million in revenues according to local tourism officials. (AP Photo/Florida Keys News Bureau, Andy Newman)

Would you enter for a chance to win a trip to the Florida Keys & Key West with fun, food & VIP tickets to Fantasy Fest? More than 11,000 people did in a successful text-to-win campaign for the tourism council.

This was the council’s first time using text-to-win or mobile marketing this way. It was an effort to increase awareness for the destination. You might be thinking everyone’s heard of the Florida Keys as a vacation spot, right? It’s well known among older generations, but the council wanted to reach the next generations, including Millenials.

With that in mind, we set up their text-to-win with a form to collect information, including date of birth.

Here’s a look at the results:

  • Objective: increase awareness for the destination
  • 11K completed sweepstakes entries with information such as First, Last, Email, Mobile and DOB.
  • 17k+ Visitors to the sweepstakes entry page
  • Data showed the majority of participants were from Florida, followed by Texas, California and Pennsylvania.
  • Average participant age was 54
  • More than 50% of participants were women
  • Breakdown by generation: 40% Boomers, 40% Gen X’ers, and 20% Millennials
  • This also led to 44,000 new fans to the Florida Keys Facebook Page
  • Text-to-win was shared more than 1,000 times on Facebook

The council was very pleased with the results, although a little surprised by the average age and generational breakdown. It just goes to show that everyone’s now on mobile and while text does offer greater access to Millenials, it also varies based on your audience and the appeal of your offer to that age group.

What made it a successful text-to-win?

  • It was promoted in multiple channels, including social media, online and in print
  • It was marketed often and consistently
  • The prize was relevant for the audience and was presented well
  • Appealing graphics and the offer itself got attention
  • The program captured valuable user information that can guide the sponsor in future efforts
  • The campaign generated a list of more than 11,000 mobile subscribers

A response from the council:

“The professionalism, dedication and hard work from the team at Momares helped us achieve our goals as a destination, allowing us to access a new mobile user platform as a means to communicate with and attract potential and repeat visitors to the Florida Keys. Momares proved to be a partner who understood the destination’s needs and goals.”

– Julie Botteri on behalf of the Florida Keys & Key West Tourist Development Council

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Eagle Ridder’s Sweepstake Is Missing Out On Entries

Mobile Sweepsatake , text-to-enter
Entry information slips have been exhausted. Instead a text-to-enter would have been a better entry method.

The entry box above for EagleRidder’s win a free motorcycle rental sweepstake is missing out on participants because all the paper entry forms have been used. This display stand is in the high foot-traffic lobby of a Hard Rock Cafe and it is accompanied by a beautiful Harley Davidson motorcycle that makes you want to ride it. It does a great job at offering the sweepstake and making you want to to win, but if fails at execution simply because the paper forms needed to enter the contest are used up.

The efficient solution

Instead of depending on paper entry forms that need to be replenish, a mobile sweepstake entry would have serviced the participants and the marketer quite well. It could have said “Text RIDE to 65047 for a chance to win a Harley Davidson weekend rental!”. The participant would have text-to-win their entry and the promotion’s marketing effort would have been maximized.

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Radio Station Leverages Short Codes for Text To Win Sweepstakes

560WQAM and Corona Extra Beer a giving away 6 tickets to the Sony Open Tennis Tournament this March 22, in Miami, FL.

All you have to do to enter is text the word CORONAATP (keyword) to the number 56121 (short code) and respond with your birth-date (winners 21+) and you are in! Easy Peasy Lemon Squeezy.

What 560WQAM knows is that they will get the most amount of entries by making it easy to enter via a text message. The radio station is also able to charge Corona a premium for the sweepstakes and keep its sweepstake fulfillment costs low by not having to print entry forms, create websites with entry forms or worry about data collecting and entering because the data is supplied by the participant from their mobile phone.

560WQAM is leveraging the power of the short code  to add additional value to their sponsor’s ad packages and increase their ad sales by offering mobile sweepstakes. It’s a win-win-win. The contestant finds a painless way to enter the contest, the advertiser gets a low cost sweepstake promotion running and the radio station increases its ad sales.

If you are looking for a short code to set up mobile initiatives and sweepstakes Momares can get you going with our shared short code 65047. Contact us at support@momares.com

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Case Study: Pet Supply Chain Finds Value in SMS Advertising

Retailers and brands can quickly reach their most frequent customers using text-based advertising, however Lipof Advertising creative director Nathan Lowery says businesses that inundate their customers with meaningless marketing messages are actually doing more harm than good. In his experience handling advertising and marketing for Pet Supermarket, a regional pet store chain with 127 outlets in Florida, Georgia, North Carolina, and Tennessee, Lowery has noticed that customers are less likely to unsubscribe from SMS advertising lists when they’re sent messages that have actual value, like coupons and discount codes.

Tell me about Lipof Advertising’s relationship with Pet Supermarket. How have you helped manage their campaigns?

We have been their advertising agency for about 10 years. We provide all of the print, radio, TV, and digital marketing solutions for them. That includes media placement, and production; everything soup to nuts.

Given that you’ve been working with them for the last decade, what are some of the changes in advertising or media placement that you’ve noticed over that time?

We’re doing more customer retention, which would involve text messaging, Facebook, and direct mail to existing customers. In the past, it was more customer acquisition. We still do a lot of customer acquisition with consumer advertising, but we’re also able to do more targeted messages because we have more data to work with now. [We look at] geographical data, demographic data, and purchase history. [How we get this data] depends on what our objective is. For the purchase history, Pet Supermarket has that data. For the geographical data and household income data, we can buy that when we buy mailing lists. We’re also able to do things a little quicker now that Facebook is instantaneous and text messaging is pretty much instantaneous.

What are some of the challenges that Pet Supermarket has when it comes to customer retention or customer acquisition?

I think one of the main challenges is the competition, because there are a number of other pet supply retailers that carry very similar products or the same products. We try to inform customers that Pet Supermarket stores are a little bit smaller, but they also pride themselves in having much better customer service, which some of the other pet specialty stores don’t offer. So that’s one big challenge. Another challenge is that a lot of people still purchase their pet food from the grocery store or from stores like Target or Wal-Mart, which would be considered mass retail. We try to explain the benefits of feeding a premium pet food, so the customer buying their dog food at Publix [knows he] is not [getting] the same quality as a higher end food bought at a pet specialty store.

I know Pet Supermarket sends text-based coupons. How did you first get involved with that?

We knew Marcos [Menendez, CEO of Momares, a mobile coupon platform] because he was already working for us on an e-newsletter. His other company, Loop Consulting, was doing our e-newsletter, and he brought us the idea. He showed us some other companies that were doing [text-based promotions] and some case studies. We started advertising [the program] in the stores and on printed materials to get people involved, and it really took off. A lot of people were interested. Every month we [pick] a winner and give away free pet food for a year. So everyone who enters [their phone number] has a chance to win. Then, we also send out coupons and messages. We want to keep the messages fresh, and we want to not overdo it. We typically send out one or two messages a month. We don’t want to annoy people, and we pay [Momares] per text message.

We are able to see when people leave the group or want their numbers removed from the list, and we have found that as long as we’re sending messages that have value they are staying in and they love it. If we send messages that don’t have value, don’t have some sort of savings, or are very product-specific, then they will leave. We can actually see that happen. We try to have some sort of value with the messages — usually it’s a $1-off discount across any purchase. [That allows] dog food customers to take advantage of it, cat customers, bird customers, and fish customers. It’s not brand specific or anything like that. We send the same message to [customers] at all [Pet Supermarket] stores because we’re not able to see, or we don’t know, what stores the people shop at. All we know is their area code. Beyond that, we don’t know where they’re at.

What has the feedback been from customers since you started sending mobile coupons?

They seem to like it because we send out a lot of coupons by text. In today’s economy coupons are very big, so people see a lot of value in it. We have a lot of people joining and we have very few people opting out, so I think there’s a lot of interest. We are able to track the redemption rates on the coupons that we send out and the messages that we send out. We just send out a five-digit code and we say what the offer is. [Customers] just show the associate at the register that five-digit code, and they get the discount.

Looking forward, where do you see Pet Supermarket’s going in terms of marketing and advertising?

I think it’s going to get more and more specific, to where we can track customers’ spending habits and we can tailor messages directly to those customers. If someone is a Nutro dog food buyer, we’ll [be able to] send them messages that pertain to Nutro dog food. And, we’ll be able to group people by how often they shop. With smartphones, at some point we’re going to be able to send out coupons with an actual bar code or an actual graphic. I think that’s probably going to be happening sooner rather than later.

Stephanie Miles is an associate editor at Street Fight. This interview has been edited for length and clarity.

Source: Street Fight

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Mobile Marketing in the World of Fine Art: Miami International Art Fair uses Momares to Promote Events, Contest

 

Art fair mobile marketing

More than 17,000 art lovers from South Florida and around the world converged on Miami Beach recently for the Miami International Art Fair. As fairgoers browsed through more than 1,000 pieces of fine art, sculpture and new media on display, they also received texts.

Like this one…

“Don’t miss “Transcending National Barriers: Pioneers of Geometric Abstraction in South and North America” a lecture with Mary Kate O’Hare at 1:30pm”

Art lectures, book signings and even live painting were all events promoted by mobile marketing texts.

By texting the word “ART” to 65047, guests not only received updates on events, they also entered a contest for a Regent Cruise. But this was not your average cruise! It was a 14-day luxury cruise from Bali to Beijing. Lucky winner.

MIAF Text Message Marketing Contest MIAF Text Message Marketing Contest

Lee Ann Lester, co-founder and director of the fair, was enthused by mobile marketing results and plans to continue using text messages at the next fair: Art Palm Beach. Overall, the Miami International Art Fair was a great example of how mobile marketing can be used to promote events, contests and brands overall.

A few of the successful strategies used in this text message campaign:

  • Using a contest to encourage signup
  • Posting signage to promote the text message channel
  • Sending messages pre-event and mid-event without being excessive
  • Building a mobile marketing list of art lovers and buyers
  • Using the last text message of the event to promote the next event!

Need ideas for your own business? Let us know.

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Viking Cooking School Fills Classrooms with Text Marketing

Viking Cooking School, Ridgeland, MS asked consumers to text the keyword VIKING to a shortcode like 65047 to receive cooking tips and discounts on upcoming classes.

Objective: To boost class enrollment and establish and ongoing dialogue with their customers.

Promotion channels: Emails to customers, on site signup forms, in-school signage, print advertising, print collateral and word-of-mouth promotion by class instructors at the beginning of each cooking class.

Results: Over a period of 4 months, the school built a list of close to 300 subscribers. One recent text campaign filled eight class spots, valued at $79 each. A single campaign that cost less than $15 dollars to send resulted in an additional $632 dollars in revenue.

Takeaway: Texting is direct and to the point. Students want value and they want it quickly. Sending messages via a text is a great to promote events and classes.