Every successful SMS competition or trade promotion campaign starts with careful planning. Before you proceed, define exactly what your business objectives are and clearly identify how you will engage with your target audience.
Here are some specific business benefits to consider:
- Generate leads and sales
- Drive traffic to: stores, online, mobile site, Facebook etc.
- Increase brand equity
- Engage and delight customers
- Grow fan base, generate opt-ins and subscribers
- Gain user date and insight
- Collect consumer generated content
Take your time to define key objectives and be realistic and specific about your goals before you launch. Keep It Simple If you are looking to maximise the number of contest entries, keep things as simple as possible. SMS contests can have different barriers to entry depending on the format of the entry. Asking people to MMS videos or images demands more time and attention and have the highest barrier to entry as compared to a simple call-to-action with just one word. For example: ‘SMS the word APP to 0400 733 733’, is easy to action. Use Autoresponders To Your Advantage Auto-response messages provide not only an excellent opportunity to thank users for engaging with your campaign, but they are also great in driving traffic your way. Every campaign should take full advantage of this function with a clear call-to-action that you can measure. Only Use Approved Promotion Systems If your competition has a random draw element in it, you will have to comply with Lottery Authorities. Providers, such as SL Interactive, have an approved Electronic Drawing System by all relevant Australian Gaming and Lottery Authorities.
