Chances are, you’ve seen something similar to that at one point or another. The one that I most often see is a company selling ringtones via this method. I know of at least one radio station that uses this method to communicate with fans on their morning show. So, what is it, and how can this form of marketing help your business?
For those that understand what SMS is, this next paragraph doesn’t really matter to you.
For those unaware, SMS is “Short Messaging Service” most often referred to as “Texting” A text message is typically sent from one mobile device to another, although the reality is, this format has changed, and can be sent via several different means. It uses a standard protocol that allows devices to share up to 160 characters.
SMS Short Code marketing takes the innate mobile utility of SMS and enables it to talk to a company in a variety of different ways, and it uses a short code as a receiving device. The “999999” I listed in the title bar will not work, the numbers have to be between 22222 and 899,999, and these numbers are highly regulated by the Common Short Code Administration. You have the ability to lease one of these numbers for 3,6, or 12 months at a time.
Ok, so now that you know what they are, what can you do with them? Basically, there are two outcomes. The customer will send you something, or the customer can send you a request that you will answer with information, whether it is a return SMS, a website link, etc.
Examples:
- Text “Davis” to 999999 for additional information!
- Text your email address to 999999 to enroll in our mailing list.
- Text “Winner” to 999999 to enter into our online giveaway!
- Text your question to 999999 for an answer in 15 minutes or less!
- Text “Davis” to 999999 download the app!
- Text the correct answer to our trivia question to 999999 and win!
- Text “Two 4 one” to 999999 for an instant coupon you can use right now!
- Text “Vote1”, “Vote2”, or “Vote3” to 999999 for your choice of the winner!
No matter how the customer initiates the interaction, you are guaranteed to have their phone number. This information should be entered into some form of CRM tool. Depending on the call to action that the customer is fulfilling, there will be different information that also should probably go into the CRM.
The opportunities for this type of marketing are growing exponentially. Every week, there are millions of people voting for their favorite dancers, singers, and more on television using some form of SMS Short Code. It is a process that many potential customers feel very comfortable doing. If you would like to look into this for a marketing campaign, text “Info” to … Just kidding. Click on the “Feedback” button on the side.
