CASE STUDY

SEE HOW A LEADING SPORTS CABLE COMPANY USES SMS MARKETING TO GROW ITS SUBSCRIBERS


"We were super impressed with the results from the initial MOBIT campaign. With over 500 opt-in contacts, we had a 72% conversion rate which was far higher than we would ever achieve with email. Not only that, our audience were attending a live stadium event and of the demographic that asking them to 'email in' would have been rather odd. MOBIT was the perfect communication tool for this event.."

 Phil Hickey
Director - SpeakData

 


SPORTS CABLE COMPANY GROWS
ITS SUBSCRIBERS WITH SMS MARKETING

THE CHALLENGE

Coliseum Sports are a new entrant to the rapidly expanding 'pay per view' Internet sports services. English premier league football has traditionally been provided by the main stream cable TV networks and bundled with various subscription packages. The problem with cable services is that TV is required to view the program and often, the user pays a higher monthly subscription price given the 'other' programs that come with the package.

"We needed an interactive and easy way for our target users to sign up for a 'FREE Trial' whilst they were attending a live football event. Plain text marketing was never an option for us, then we found MOBIT.....wow!" 

THE SOLUTION

The marketing team designed an opt in campaign which included a 'chance to win a Samsung LCD TV worth $5999'. The campaign call-to-action was delivered via printed flyers and 'on-screen' advertisements. The objective of the call-to-action was to have the audience 'opt in' to the MOBIT campaign to enjoy a FREE one week trial of the new Premier League internet service. 

The MOBIT landing page was designed in minutes using the landing page editor. This included a special promotional page with a form where the visitor could enter their name and email address to enter the draw for the Samsung TV and also gain access to the FREE trial. 

Once the visitor submitted their details, they were presented with a personalized 'thank you page' which contained a promotional video clip of PremierLeaguePass.com. Visitors were also asked to 'LIKE' on Facebook and 'FOLLOW' on Twitter via the integrated MOBIT social media widget.


MOBIT broadcast SMS and landing page campaign to prospect list

LEAD GENERATION STRATEGY 

The Opt in Process

Payroll software is not the sexiest software on the landscape, but it's an important part of any business. At trade show events when attendees are racing around looking for the latest and greatest products, payroll software often gets lost in the rush. Smart Payroll needed a way in which to engage with their prospective clients without them having to come on to their stand. The solution was to incorporate a call-to-action on their promotional material and display banners - text 'smart' to 268 and find out everything you need to know about automated payroll for your business. 

The auto response message received was a short text message with the link to their MOBIT landing page. When clicked, the visitor was presented with the Smart Payroll landing page which contained a video message and the various key features and benefits of the Smart Payroll solution. If interested, a form on the page was available where the visitor could request more information and have a consultant make contact with them. With MOBIT being integrated to Infusionsoft, the customer contact information on the MOBIT form was immediately updated in their Infusionsoft account and a 'tag' was applied to a fulfillment sequence that delivered a mail pack to the new prospect.

THE RESULT

The SmartPayroll team now send more personalized content to their prospective customers and know it is opened at rates 50% higher than their email campaigns.  The most valuable benefit is being able to respond directly to customers on an inquiry by having them simply text in the smartpayroll keyword. No filling in forms, no websites to direct them to.  

Better still, their campaigns are integrated with the email marketing system Infusionsoft. Now they can segment their lists and send relevant content to their audience on the device they are most likely to respond to. 

 

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