Mobile Coupons + Family Fun = Retail Revenue
Mobile coupons place a reason to buy directly in your consumer's pocket. With a 5 to 20 times higher redemption rate than print coupons, they are an easy, cost-effective, eco-friendly way to reach your target customer. Read on to see how Houston's Downtown Aquarium gained over 3,000 additional customers with a mobile coupon campaign.
Challenge:
Hearst Media Services and Landry’s Downtown Aquarium in Houston teamed up to create an integrated media campaign designed to:
- Create an opt-in consumer database that can be remarketed to with mobile updates
- Drive sales and customer loyalty with mobile coupons
Solution:
The campaign targeted families with children to promote the Downtown Aquarium as a day of adventurous fun for the whole family. Hearst Media Services created a media plan that included print ads in the Houston Chronicle’s “Zest”, “Preview”, and “Business” sections, ad banners on Chron.com, and Facebook postings. The print and online ads included a mobile call to action for Houston area residents to text in the keyword “Shark” to receive a 2-for-1 all day adventure pass. The return message also included a link to a mobile optimized website containing details about the facility’s attractions and amenities, a map showing location, and the hours of operation.
Results:
The media placements advertised various events occurring at the Downtown Aquarium and included the 2–for–1 SMS offer. The ads ran intermittently over a 4–month time period during the first half of 2010. Over 3,100 Houston area residents texted in to receive the offer. The Aquarium achieved an impressive 50% redemption rate on the coupon. There were 1,532 coupon redemptions meaning 3,064 customers driven by this offer.
And We Quote:
“Text messaging was something we have never tried but have always found it interesting. Several companies have approached us about text messaging but when my Hearst advertising specialist brought it up, I was all ears. We knew we could trust Hearst to handle this project. We came up with the “2 for 1 All Day Adventure Pass” and ran the campaign over several months. We have been very happy with the outcome of this campaign and I am sure we will continue to push messages out to all mobile phone numbers we have captured and will run future text campaigns. We have considered using the text phone numbers for some of our other properties like Kemah Boardwalk. I would recommend you give text messaging a try and partner with Hearst Media Services.”
—
Toni Niece, Landry’s Restaurant Inc.
Vice President of Marketing
|
