Bringing text marketing to life.
Many nightclubs are aware that they could be making more from their mobile marketing campaigns. This brief guide provides an overview of the main issues to consider.
Automate the process of capturing mobile numbers.
Many clubs still collect mobile numbers by sending someone round the venue with a clipboard. This is expensive, time consuming and prone to errors in transcribing. Customers are also often unwilling to give out their numbers.
Create a Text Club with real benefits
By creating a ‘text club’ that new members can join by simply texting in a keyword, you remove completely the need to manually collect numbers.
A text club needs to have real value to the customer rather than just being a way of inviting people to new events. It should have a wide range of benefits that might include the following…
· Free Queue jumping passes
· Free VIP entry
· Free entry into regular prize draws
· Regular drinks offers
· Invitation to write reviews
· Customer surveys
Ensure that all promotional activity supporting the text club mentions that the club is free and that the customer will not be sent any chargeable messages.
Promoting the Service
To generate maximum possible sign up, promote the text club via all the marketing channels that are available
· Text-enable promotional fliers
· Promote via the website
· Use posters within the venue
· Publish using on site screens
· Encourage sign up on the door
· Promote using any local advertising campaigns
Coach Nightclub promotes their text service by inviting people to join by text or by submitting their number to the web site. Their mobile database contains approximately 9000 mobile numbers.
Planet Love incentivises customers with a text to win competition, giving players the chance to win 1 of 10 pairs of tickets. This competition generated over 1200 entries in 3 weeks
Sending the Text Campaigns
You only have 160 characters to make your point, so keep you messages simple. Don’t use too much ‘txt speak’. If you use too many text abbreviations you run the risk of confusing your customers.
The text should aim to generate excitement and offer a clear reason for the customer to turn up.
Timing
Aim to get your message to customers at a time when they will be making plans for the evening. Too early and the message will be forgotten, too late and other arrangements may have already been made.
How Frequently?
Common sense applies here! If you send too frequently then you run the risk of annoying your membership. To infrequently and customers begin to forget who you are. Weekly text campaigns strike about the right balance.