Making the Case for Mobile Marketing: Growing a Luxurious and Vibrant SMS Audience with M&M Products

by Victor Green
3 mins read

Few things are worse than having a bad hair day. With this concept in mind, it might seem like a fairly straightforward process for M&M Products to sell its variety of ethnic-oriented hair products to those in the Atlanta, Georgia area looking to say goodbye to frizzy and tangled hair. However, with so many options on the market, this brand needed a powerful and effective approach for standing above the crowd. With this in mind, let’s take a look at how M&M Products put some solid SMS tactics to good use.

Pinpointing the Path to Success

At the heart of the program, this organization wanted to push product trials via SMS marketing to help target customers and contact list members understand the difference offered by this brand – specifically its Sofn’Free GroHealthy line. Aside from the primary objective of boosting contact list opt-ins, M&M Products also aimed to hit on a few key secondary goals. Chief among these additional benchmarks was the desire to foster growth via in the brand’s email marketing operations, as well as a deeper understanding and awareness of the full range of products offered by this organization.

Connecting with the Target Audience

So how did M&M Products kick things off and let the world, or in this case the people of Atlanta, know to opt-in and pick up a free trail of Sofn’Free GroHealthy? To start, the brand purchased an assortment of print ad space selections to broadcast the message, in addition to revamping its website and social media pages with the news. Additionally, on-shelf displays asking shoppers to opt-in via the keyword “SOFT” and SMS shortcode 59925 helped cover the target audience members that might have slipped through the cracks located between print and digital awareness offerings.

Reaping the Rewards of a Proper Process

Obviously, this campaign attacked from a lot of different angles, with some pretty high hopes in terms of final results. However, these lofty goals and aspirations quickly came to life thanks to the hard work put in by the M&M Products group. In total, over 4,400 messages came in from interested users, with 2,056 going one step farther and opting-in for some continued interaction with the brand. As far as conversion rates go, this 46 percent mark stands as an absolutely outstanding final number. Adding that the campaign only lasted for 90 days makes this total even more impressive.However, the team at M&M Products wasn’t quite done with just racking up the opt-ins on the SMS front. As far as boosting its email marketing operations went, this campaign helped account for 1,774 new members to the brand’s ongoing inbox initiative. Needless to say, this double dipping is a dream scenario for any brand looking to take on a complete online marketing approach.

Looking Your Best Too with SMS

This is a lot to digest in one sitting, but if you’re looking for the quick and easy lessons from this case study, there’s a few key points that pop out across all phases of the M&M Products campaign. First, once you’ve uncovered your target audience, connecting with them across all possible platforms is the best way to ensure the success of your operation. Whether you’re going low-tech with on-shelf displays or dipping into social media and your email marketing list, spreading the word as much as possible reduces the chance for any wasted opportunities.Aside from covering every angle of attack for the promotion, M&M Products was also willing to take a hit with free samples in the short term to build a lasting and dedicated relationship moving forward. If there’s one thing customers love, it’s valuable offerings and “freebies,” so don’t be afraid to load up on the deals and discounts. It might seem a little tough to swallow at first, but don’t be fooled; backing up your SMS marketing with great offers now is the key to sustained success and engagement later. With this notion on your side, as well as the rest of what you’ve learned from this case study, it won’t be long before your brand kicks off a winning campaign of its own.

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