3 Mobile Short Code Promotion Best Practices
Chitsey says pizza restaurants can use radio and television commercials to offer steep discounts during their slow times, and when the short codes come in, they deliver the reduced-price pies.
While a rather large demographic enjoys pizza, Chitsey suggested various venues to appeal to more specific audiences. At sports venues, perhaps have texters vote on their favorite beverages. At music venues, bands can offer fans a chance to text to listen to music, view their pictures and learn—by area code—when the band will again be nearby.
Bringing the concept of demographic-appropriate texting to a crescendo, Rhie says he was surprised to learn who the most engaged texting audience was and how highly receptive it was to using short codes. The biggest cohort of texters he knows and the largest percentage of his company's business, churches, often text Bible verses to congregations.
3. Use the appropriate channel at the appropriate time and place. Just about any channel can promote a short code. And, Silk says, marketers should promote short codes in every channel—including on Facebook, Twitter, TV, billboards, in emails and online. But overall, according to Gilardi, print is the "most supportive driver for SMS campaigns."
De Villiers agrees, addingprint can be acted upon at responder's leaisure—as illustrated in case studies highlighted in his company's white paper, 101 Uses of Mobile Messaging in the Travel, Tourism & Hospitality Industries—when they're not being interrupted or engaged in an activity like driving.
While De Villiers rated billboards as the least effective advertising option due to the driving factor, Newby rated it one of the best in foot traffic situations.
"Packaging is another option for short codes," Newby adds. "But keep in mind that the longevity of packaging demands short codes that drive longer-term acquisition plays."
Farrell says social media's a great channel to use, because consumers visiting your pages and following your accounts "are already engaged in your brand—and it's free."