Key takeaways
- Mobile access was predicted to overtake PC access (IDC reference).
- Palms used a mobile sweepstakes, not coupons, to attract subscribers with a free one-night stay and dinner for two.
- Entry was via signs and TV/web ads instructing users to text “”PALMS”” to 74642.
- Entrants received a confirmation and a request for permission to receive future offers (opt‑in flow).
- Over 60 percent of sweepstakes entrants remained mobile subscribers; average sweepstakes retention cited was 37 percent.
- Key lessons: offer a compelling prize to attract sign-ups and keep the sign-up process simple; once you have a list, use smaller deals to retain interest.
Introduction
The impact of mobile marketing can’t be overstated. According to IDC, more people in the U.S. will access the Internet through a mobile device than through their PC by 2015. In this new series, Elite Email takes a look at highly successful campaigns to uncover their mobile marketing lessons. This week’s case study: How Palms Resort and Casino switched up the status quo for text message campaigns by offering a once in a lifetime experience to contact list members. While the saying “what happens in Vegas, stays in Vegas” might be true for some things, when it comes to Palms Resort and Casino’s take on mobile marketing, the opposite couldn’t be more true. With a creative offer and a new take on what constitutes a great text message, this leading resort and casino situated in the heart of Las Vegas, right around the corner from the city’s famous “Strip,” is the perfect example of how going big when connecting with your customers can really pay off. To learn more about how Palms hit the mobile marketing jackpot, let’s take a deeper look at all of the pieces of this winning formula.
A Different Take on Text Interactions
At this point, you’re probably wondering what makes this case study so special. After all, if you’re new to getting in touch with customers on the go, chances are you’re only familiar with the basic concept of offering great deals in a simple, easy to understand text format. While there’s nothing wrong with this line of thought, Palms Resort and Casino found out rather quickly that it’s not the only way to really make a splash with viewers via text message.
Instead of sending out messages that included coupons or discounts, this casino and resort decided to swing for the fences with a mobile marketing sweepstakes. For users that agreed to add their phone number to the contact list, a chance at winning a free one-night stay, as well as dinner for two at the hotel, was the big draw. Considering that most shoppers are happy with simple deals that save them a few bucks on their next purchase, offering this kind of value as part of a text campaign proved that Palms was definitely willing to go big to generate some buzz for its brand.
Breaking down the Campaign Particulars
As part of the campaign, interested audience members did have to follow a few particular rules. First off, signs within the resort, as well as ads on TV and the web, instructed viewers to text “PALMS” to 74642 for more information. From here, the customers received confirmation of their entry into the sweepstakes, as well as a request for permission to continue receiving offers from the hotel and casino. After reading that, you’re probably thinking that most of the people who signed up simply skipped out of the contact list agreement after entering the sweepstakes. While some did follow this route, the results garnered by Palms once the dust settled just might surprise you.
Big Results for a Big Giveaway
The final tally for this mobile campaign gave the guys in charge of Palms’ marketing initiatives plenty to smile about. Once the sweepstakes ran its course and the hotel provided the prize package to one lucky winner, over 60 percent of the content participants had stayed on as mobile subscribers. At first glance, that might not seem like much, especially if you’re unfamiliar with the mobile sweepstakes process. However, the average sweepstakes contest only holds a 37 percent retention rate, emphasizing the fact that Palms Resort and Casino hit the big time with a well-planned and executed campaign.
What Your Business Needs to Know to Hit the Mobile Marketing Jackpot
So what can your business do to follow in this casino and resort’s footsteps as it works toward a great mobile marketing campaign? To start, if you want big results, you’re going to have to go big with the prizes or offers. Once you have an established contact list, keeping this audience interested with small deals and coupons is one thing, but getting their attention in the first place requires something especially exceptional or worthwhile. Additionally, keeping things simple in the sign-up process goes a long way as well. This isn’t trying to say something negative about your targeted consumers; it’s just that most people prefer offers and opportunities that are easy to follow and complete during the course of a busy or hectic day. If you can hone in on these two key principles during your text campaign, you’ll be well on your way to hitting the mobile marketing jackpot, just like Palms Resort and Casino.
FAQ
Instead of sending coupons or discounts, Palms ran a mobile sweepstakes offering a free one‑night stay and dinner for two, choosing a high‑value experience to generate buzz rather than small savings.
Signs in the resort plus TV and web ads instructed viewers to text “PALMS” to 74642. After texting, entrants received a confirmation of entry and a request for permission to continue receiving offers.
After texting the keyword, customers received confirmation of their sweepstakes entry and a request asking permission to continue receiving offers from the hotel and casino.
Once the sweepstakes concluded and the prize was awarded, over 60 percent of participants remained mobile subscribers. The average sweepstakes contest holds a 37 percent retention rate, so Palms exceeded that average.
Two key principles: use especially compelling or high‑value prizes to attract sign-ups, and keep the sign‑up process simple so people can complete it quickly. After building the list, use small deals and coupons to keep the audience engaged.
Use clear, easy calls to action (e.g., signage and ads instructing users to text a single keyword to a short code), limit steps to a confirmation and an opt‑in request and avoid complex or time‑consuming procedures so users can sign up during a busy day.
