|
|
Submitted by Mike Grenville on Tue, 08 May 2007 14:59 |
An SMS call to action has been a marketing success for lingerie retailer Bravissimo that focuses of the 'larger sized lady'.
The Bravissimo national advertising campaign that went live in March promoting its Spring and Summer mail order magazines ran in the press, TV, radio and direct mail campaign carries a SMS call to action provided by mobile technology company TXT4.
The idea behind Bravissimo is to provide a wide choice of lingerie and swimwear in D-JJ cup, as well as clothing designed especially for big boobed women so that they can celebrate their curves and feel good about themselves!
In the campaign consumers are encouraged to request a brochure by simply texting the specified keyword e.g. “Curvy†to 64118.
The TV advert featured phone and website calls to action as well as the text number, but SMS proved to be the most popular communication channel for consumers with SMS requests accounting for 45% of total responses.
Unique Keyword
Using SMS has also provided Bravissimo with an accurate tool for helping measure the return on their marketing investment. Jo Lee, marketing director at Bravissimo, explains “Assigning a unique keyword to each advertising placement across all media channels enables us to see exactly where leads come from to help determine how successful each has been in generating response. In addition profiling respondents gives valuable insights into the types of consumers we’re successfully attracting and also allows us to better analyse the impact of individual TV and radio spot times. This is valuable information when planning future campaigns. â€
Despite a slow adoption of mobile marketing within the retail sector, the success of campaigns like this suggests the area is likely to see a dramatic uptake in 2007.
TXT4’s CEO Tim Carrigan says: “Of the 230 major brand campaigns we currently manage, from global automotive manufacturers to travel companies, 80% of them use SMS for handling brochure requests. Companies see a dramatic uplift in response as a result of providing consumers with a quick and easy way of responding from anywhere, at anytime. Not only does this capture consumer interest at the very point they see the advertising, but automating the process provides high quality data capture while significantly reducing handling costs.â€
|
