The eight Case Studies below are "real world" samples of how various types of businesses successfully applied Text Message Marketing.
1. SUBWAY® Receives 50% Coupon Redemption Rate
2007 - SUBWAY® Buffalo faced several recurring challenges: seasonal clientele, limited advertising dollars and a need to connect with a tech-savvy, young customer base.
SUBWAY® launched a Mobile Marketing program at 12 Buffalo, NY locations. Some stores netted 50 percent coupon redemption rates on the initial run, which is a huge increase over the 1 to 2 percent response rates typical of traditional, paper-based coupons.
The program works by encouraging customers to sign up at participating locations by texting a SUBWAY® Store Promotional Code to a short code via their cell phones. Customers are enticed to opt-in with an offer for a FREE six-inch sub with the purchase of drink. Customers would receive the offer on their cell phone within seconds.
2. Dunkin' Donuts® Increases Sales by 9% in Two Months
2008 - A two month mobile interactive ad campaign in Italy has resulted in a 9% increase in sales for Dunkin' Donuts®. Customers were able to get coupons for Dunkin' Donuts® products by using their cell phones to respond to advertisements displayed on store notice boards, billboards and on the radio. Customers simply Text Message a code number to the published number and in return they receive Text Message Coupons or Special Offers exchangeable at local outlets.
It has been a positive brand-building experience, "We are directly reaching our targets with a message they can understand. Cellular coupons are not cute promotions, rather they are serious marketing tools that extend the brand but are also directed towards the people."
