A two month mobile interactive ad campaign in Italy
has resulted in a 9% increase in sales for Dunkin Donuts, according
to the two companies that created it. As a result of an SMS-based
marketing campaign, customers were able to get coupons for Dunkin
Donuts goods by using their mobile handsets to respond to advertisements
displayed on store notice boards, billboards and on the radio.
By sending a short message to the published numbers, users receive
an immediate reply featuring a free gift coupon or special offer exchangeable
at local outlets. Sales were reportedly up 9% within the first three
weeks of the campaign. By enticing consumers to request special offers,
Dunkin Donuts ensures that they achieve a great consumer push without
running the risk of breaking down the client relationship by contributing
to the wealth of 'spam'. SMS is the perfect way to tap into a vast
market of mobile phone users in an environment plagued by a lack of
standardization and interconnections.
By ensuring that the power of the SMS medium is put to good use in
an ethical way and one which doesn't encroach upon users' privacy
is something which was key to the success of campaigns such as this
one with Dunkin Donuts.
And Dunkin Donuts' Italian franchisee GianLuigi Contin says that the
SMS marketing solution has been a positive brand-building experience:
"We are directly reaching our targets with a message they can
understand. Cellular coupons are not cute promotions, rather they
are serious marketing tools that not only extend the brand but are
also directed towards the people we want to reach." |
|
