How to ... boost leads using text response

concerned about privacy and the problem of mobile spam.

Text response turns the tables on mobile marketing, offering consumers
an easier way to make contact, and organisations a way to increase
advertising effectiveness while managing response automatically. Done
properly, it can increase the number of inbound leads a campaign
generates, deliver high-quality data and provide infallible metrics on
campaign performance.

Promote it properly

Adding text response as an afterthought to an ad will lead to
disappointment.

Consumers are extremely comfortable using this channel, but the text
call-to-action must be properly represented. It should be as prominent
as a phone number, so consumers feel that both options will give them
the information they are after. Keywords should be short and memorable,
and it is essential to indicate what consumers can expect if they
respond. 'Text for a brochure' is better than 'text for more
information'.

Get the conversation right

Consumers using text response are already bypassing contact centre
queues and IVR systems. Nonetheless it is essential to provide a
positive brand experience. If fulfilment is by post, confirmation of the
prospect's first line of address provides confidence that the
information will arrive.

It is also possible to offer consumers choices within the text
conversation.

For example, automotive companies can offer prospects the chance to
request a brochure, their nearest dealer details, or arrange a
test-drive.

Don't scrimp on data quality

Done correctly, text response is an extremely cost-effective way to
collect prospect data. However, if data quality is poor, costs will
increase and the consumer experience will suffer. Choose a solution
which validates addresses against multiple data sets ensuring that
incoming data is of a quality at least as high as that generated through
your contact centre or website. This way, it can be directly integrated
with your CRM database to ensure quick and accurate fulfilment for the
consumer. Accurate data can also be enhanced by appending geodemographic
variables.

Build a database for ongoing text dialogue

With list buying a turn-off for most businesses, managing response via
text is a great opportunity to collect mobile opt-ins. Within the
conversation you can allow consumers to opt-in to latest offers or news
alerts via text. Within a few months a substantial mobile community can
be developed, allowing you to take advantage of this low-cost ongoing
communications channel.

Measure response

Text response allows you to precisely measure incoming leads
automatically by using unique keywords that take minutes to set up at no
extra cost.

Compare this with unique phone numbers which are cumbersome and
expensive to deploy, or media codes, which are often ignored by
consumers. When using text response, marketers should capitalise on this
opportunity, using different keywords to designate advertising channels,
specific publications and even individual products.

Tim Carrigan is chairman of TXT4

CASE STUDY: VAUXHALL

Vauxhall, a TXT4 client since August 2004, is currently using text as
the primary response option on its advertising for the new Tigra.
Consumers are invited to text a keyword to 84118 to request a
brochure.

Using multiple keywords, Vauxhall is able to track response from
different media: this campaign uses press and outdoor, so Vauxhall
receives real-time insight into which medium is delivering the most
leads.

After responding, consumers are asked for their name, house number and
postcode. After submitting these details, a return SMS confirms their
first line of address, informs them that a brochure is on the way, and
asks them to reply with the word 'CONVERTED' to receive a callback to
arrange a test drive.

Using a number of leading industry datasets, it is possible to identify
the full address from a house number and postcode in more than 99 per
cent of cases. Data is delivered and pre-formatted to Vauxhall's
fulfilment agency by automated emails sent every few minutes. Paul
Fitzpatrick, Vauxhall's relationship marketing manager, said: "We
specified the format that we wanted the data to come in as the campaign
was being set up. This ensures that it's actionable straight away, with
no further manipulation required."

txt2email

You can send a copy of this article to a colleague's email account by
texting: 'DRM 10012' 'recipient's email address', to 86222. Text
messages are charged at standard network rates.