Piedmont Hospital Combines SMS with Social Awareness

One of the greatest ways for a company to employ SMS while maintaining relevancy is to offer advice or do social good- it’s not always about couponing!

One of the best examples of this is out of Atlanta. Piedmont Hospital partnered with the Cox Radio station 97.1 The River. The goal was to create an ongoing program that involved radio and print as well as some “new technology” to educate women about the importance of self breast exams as well as providing a monthly reminder to do the exam. A big priority for Piedmont was to stand out in the crowd during Breast Cancer Awareness month.

A brainstorming session with the client that included three levels of contact. We explored what were the pieces of the program that was sold that they liked, how could we replicate those or even make them better and how could we add some “technology” into the program.

The Idea: We built on a few key things that came out of a brainstorming session – the most important being a text campaign. Women would text “breast” to a number for a monthly reminder to do their self exam, the bounce back says “thanks you for taking charge of your health with the Doris Shaheen Breast Cancer Center at Piedmont Hospital”, and we decided to call it “BreasText”. The morning show host of the River has fought her breast cancer battle very publicly on the air and is a big fan of Piedmont Hospital, so the station was able to have her record the commercials to run on the River and sister AC station B98 in September – to beat the “October rush”, as well as one week a month all year.

The Results: Over 1,000 people opted in to the program over the course of the year. Not a SINGLE person opted out of the program. The program is in review to be renewed for 2012!

Ballyhoo Mobile is extremely proud to have been a part of this program. Not only has social good been combined with a great SMS campaign, but a fantastic database has been produced to further push services for the clinic. Plans for 2012 include support group reminders, event announcements, and special “tour the clinic” days.

Success in Politics

Ballyhoo Mobile Marketing has donated services to Jim Bailey in his pursuit of becoming the mayor of Jacksonville, FL.

Jim’s campaign management team has made great use of SMS so far, a la Obama’s campaign usage. They are signing people up for SMS alerts and sending out campaign announcements via SMS. They understood that a huge part of the voting population does not want another email, much less the kind most politicians send which is overloaded with info. They want to receive bullet points, headlines…and if they want more information about a certain topic, offer them a “click here” link.

I will write frequently about Jim Bailey’s use of the Ballyhoo Mobile SMS services as his team is innovative and continues to create new initiatives!

Ballyhoo Mobile SMS Marketing in Political Campaign

Success in Radio – WAPE

Name and city and state of marketer:
WAPE 95.1 FM, Jacksonville, FL

Name and city and state of agency or marketing services firm:
Ballyhoo Mobile Marketing, Inc., Jacksonville, FL

Campaign/program name:
Listener Engagement through SMS Programs

Duration:
Ongoing

Common short code and keywords used:
APE to 72239

Objective(s):
1. Engage listeners in radio station dialogue
2. Elicit song requests from listeners through the mobile channel
3. Give on-air personalities a new and relevant tool in the studio
Target audience:
Adults ages 18-35 who are avid WAPE listeners

Strategy:
Utilize a custom software setup to simultaneously allow the radio station to:
– Engage listeners in a chat function
– Pull and collect song requests via SMS
– Actively send invites/offers to station listeners
Call to action:
Text your song requests and listen to hear it played, Text to Win concert tickets, and Text to be on the air with the Big Ape Morning Mess morning show.

Tactics:
WAPE strategically launched their new mobile capabilities live during the morning show. The morning show personalities dedicated an entire segment to the feature, read texts on the air in real-time, and responded to chosen listeners.

Results:
The radio station began receiving texts at a rate of 200 per minute. This inspired other listeners, gave the radio station a great story about the passion of their listeners, and brought a live element to the entire station.

What next:
The dealership is spreading unique mobile features to each daypart and each on-air personality. These unique features will be used to freshen content, drive station promotions, and excite listeners. Additionally, the station has begun collecting database opt-ins on their website with our custom online signup widget.

Lessons learned:
Radio listeners are craving this technology and react accordingly once it is embraced by their favorite station.

Surprise finding:
When the value of 370 double opt-in participants specifically interested in the purchase of a new car was analyzed, the ROI for the campaign (even when combined with radio dollars spent) was extremely high.

Executive’s name, title and company for response attribution:
David Nies, Chief Executive Officer, Ballyhoo Mobile Marketing, Inc.

SMS Success in Radio – WXXJ

Mobile Marketer Case Study

Name and city and state of marketer:
WXXJ/ X102.9 Alternative Rock Radio, Jacksonville, FL

Name and city and state of agency or marketing services firm:
Ballyhoo Mobile Marketing, Inc., Jacksonville, FL

Campaign/program name:
Text to Screen Concert Promotion

Duration:
Four hours

Common short code and keywords used:
X1029 to 72239

Objective(s):
1. Engage concert attendees
2. Increase the size of the radio station database, specifically with listeners they know respond to their concerts
3. Get a bounceback message into the hands of listeners instantly
Target audience:
Adults ages 18-35

Strategy:
Utilize Text to Screen software on a jumbotron to next to the stage and take advantage of the social nature of crowds by giving them a public place to engage with their favorite radio station and other station listeners.

Call to action:
Text in your comment and see it instantly on the big screen!

Tactics:
Instructional tickers were scrolled along the bottom of the jumbotron screen, informing attendees of how to get send their message to the screen. Since X1029 has been taking song requests and running on-air contests via text for more than a year, their listeners are accustomed to mobile interaction with the station. As each person sent a message to the screen they were added to the radio station’s mobile database and they received a bounceback message.

Results:
The average rate of messages being sent to the screen was an astonishing 100 per minute! Now, taking the ever-critical view from a marketer’s seat this means that a sponsor of the Text to Screen interaction would have put a whopping 2,000 coupons or offers in the hands of a specific target audience in just the first 20 minutes of the show. That’s marketing power!

What next:
X1029 continues to run contests and take song requests via mobile. They now also have a subgroup in their database of listeners they know attended a packed concert, most likely had a good time, and have an interest in X1029 concerts. For the next show, they can send this subgroup a push message to extend an early invite, presale specials, etc.

Lessons learned:
The more regularly a marketer utilizes mobile, the easier it is for them to get their targets to respond when called upon. Thus, making mobile a regular part of the marketing mix is critical.

Surprise finding:
We were surprised at the rate of response. It was literally astounding to see how fast messages were being sent to the screen and how the entire audience seemed to be interacting.

Executive’s name, title and company for response attribution:
David Nies, Chief Executive Officer, Ballyhoo Mobile Marketing, Inc.

Strategy quote from brand executive (with name, title, company, city and state):
“We wanted to differentiate ourselves from other rock concerts going on around the area. No one has utilized mobile during an event yet, and for us to be interactive with our listeners means that we can offer those listeners a unique experience that they can take with them.” Liz Goshert, Promotions Director X102.9 WXXJ, Jacksonville, Florida

What challenge did mobile address quote (from same executive above):
“Not only could we be interactive with our listeners, but we utilized the participation numbers to keep sponsors interested in our events. For an advertiser to sponsor this Text to Screen, they would receive an unbelievable number of impressions, thus making their investment much more valuable.”

SMS Marketing Auto Success

Mobile Marketer Case Study

Name and city and state of marketer: Nimnicht at The Avenues, Jacksonville, FL

Name and city and state of agency or marketing services firm: Ballyhoo Mobile Marketing, Inc., Jacksonville, FL

Campaign/program name: SMS Leveraging of Traditional Mediums and Double Opt-in

Duration: Eight weeks

Common short code and keywords used: GMC to 72239, AVENUES to 72239, CHEVY to 72239

Objective(s): 1. Utilize targeted keywords on multiple radio stations to gauge ROI 2. Build a large mobile database for service specials, event pushes 3. Utilize Double Opt-In campaigns to generate warm leads and thus earn sales.

Target audience: Adults ages 18-40 who are open to a new/used vehicle purchase

Strategy: Utilize Text to Win opportunities that fit the car brand on local radio. Examples during the promotional period include:—a text to win Taylor Swift ticket giveaway to target potential Pontiac buyers on a top rated CHR stationa text to win GMC Sierra on a local country stationa text to win Pro Bowl tickets on a local talk radio station

Call to action: Text to Win tags were added to current radio spots.

Tactics: Energetic radio commercials were recorded, which listed the keyword and short code a minimum of two times per ad. After a significant database was built, an offer was pushed that was valuable only to those people genuinely open to purchasing a new or used vehicle. These people were then considered tangible leads for the dealership; each was called and personally invited in for a test drive.

Results: The dealership generated 4,000 mobile opt-ins. After the double opt-in request, the program created 370 workable leads (9.25%). In addition, because of the targeted use of keywords and planned promotions, Nimnicht dealer group was able to effectively gauge dollars spent on radio, thus allowing them to plan their marketing more efficiently.

What next:The dealership has now begun to include mobile in their newspaper ads so customers can instantly search their inventory in more depth. Ballyhoo Mobile Marketing created a template in the software so they can update this weekly with ease. Additionally, the dealership is utilizing mobile at their upcoming auto show to stand out from other show participants and capture leads.

Lessons learned: The more broad a giveaway’s reach, the more filtering has to be done.Surprise finding:When the value of 370 double opt-in participants specifically interested in the purchase of a new car was analyzed, the ROI for the campaign (even when combined with radio dollars spent) was extremely high.

Executive’s name, title and company for response attribution: David Nies, Chief Executive Officer, Ballyhoo Mobile Marketing, Inc.

Strategy quote from brand executive (with name, title, company, city and state): “The Nimnicht Family of Dealerships wanted to use mobile to grow a database and reach our customers in the way they communicate. Utilizing mobile has allowed us to build a stronger and deeper brand relationship with potential new customers. As an added bonus, we were able to analyze the strength of our radio partners by judging the mobile response, which has helped us plan our marketing more efficiently.” – Lauren Dozier, Director of Marketing and Advertising, Nimnicht Family of Dealerships

What challenge did mobile address quote (from same executive above): “Mobile addressed several challenges for us. First, simple SMS helped us build a one-to-one relationship with both current and new customers. It allowed us to communicate with them and actively drive sales. Second, mobile helped us stand out from surrounding dealers; our advertisements stood out, had fresh call-to- action statements, and generated immediate tangible leads. Finally, mobile has helped us monitor our advertising and measure each ad’s effectiveness.” – Lauren Dozier, Director of Marketing and Advertising, Nimnicht Family of Dealerships

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