I was on my way home from my internship at ExactTarget yesterday when an advertisement came across the radio for a common fast-food restaurant. What caught my attention was how the commercial ended:
It had me text (mobile originated) a one-word keyword to a five-digit short code. I then received a text message (mobile terminated) back and received a coupon for a free sandwich on my next visit.
This made me think of three different things:
1. This is excellent Gen Y college student marketing.
2. This is great one to one communication.
3. They could take this one step further.
This is excellent Gen Y college student marketing. Why?
1. College students text. All the time.
2. College students love free stuff. Anything free.
3. College students eat. Especially cheap fast food.
This is great one to one communication. Why?
1. The company has called me to action—for me to respond.
2. I am likely to spread the word to my friends.
3. It’s not intrusive and a great use of texting and SMS.
They could take this one step further. How?
1. Is there an opportunity to build a subscribers list?
2. Could I text back my email address to also receive coupons via email?
3. Could I opt in to receive regular communication from this restaurant via SMS?
A powerful ESP platform with an email campaign application and tools for SMS text message marketing can allow businesses to use the power of one to one communication. ExactTarget does just that.
When it comes to providing relevant information to the Gen Y college student audience an SMS marketing campaign can be a great way to reach us. Power that with tools that ExactTarget provides and you can see just how effective your campaigns are.
Kyle Schroeder
Slingshot Summer Intern
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