With so many new
and emerging marketing channels, small businesses are facing the challenge of
deciding on which channel/s they should focus their limited time and budget.
www.elesclothing.co.uk has found this article about advertising
via texting I hope it helps some of you.
1. SMS feels more
personal than an email;
2. We’re more
compelled to open and read an SMS than an email when one arrives on our phone.
But how can a
small business make SMS marketing work for them?
I think we can all
learn a lesson from my local hairdresser, Sage Hair and Beauty Lounge. I had
recently moved and wanted to find a new hairdresser closer to home. I had
walked pass Sage a few times and thought the place looked rather inviting. So I
decided to give them a try.
After an hour of
pampering, I happily walked up to the register and was ready to pay and go.
This is when the hairdresser asked me a few key questions which would
eventually won me over in her SMS marketing. She asked for my name, mobile
number and if I’d like to book for my next haircut or manicure appointment. The
first two questions I happily answered, but the third I hesitated as I normally
only get a haircut every 3 months and I’m not a huge fan of manicures and
wasn’t ready to make an appointment so soon. When I explained this to her, she
simply smiled and noted it down on her computer.
Then the marketing
magic happened. Two days after my haircut, I received the first SMS from her,
which she personalised by mentioning some of the things we discussed and she
hoped that I was enjoying my new cut. I replied just like I would to a friend
and told her I was very happy.
About 10 weeks
after my haircut, I received the second SMS from the hairdresser, this time
inviting me to make the next hair appointment. She has hit the magic quartet of
marketing: right customer, right channel, right offer and right time.
1. Right customer – she had used my
feedback about my first experience to engage me as a prospect repeat customer;
2. Right channel – from my reaction
to her first SMS, she’d learned that this is a channel of communication I’m
comfortable with; 3. Right offer – she knew that I wasn’t interested in manicures,
but that I was happy with my haircut so this is the only service she offered;
4. Right time – she followed my
preference of frequency and sent the invite at the same time that I’d be
considering using this service again.
This is just one
example of a small business that is using SMS marketing effectively. But the
four principles above should be applied to all forms of marketing, whether your
business is big or small.
www.elesclothing.co.uk bringing you ideas and profit at all times!!!
No comments:
Post a Comment