Radio Text Messaging: Taking Direct Response Radio to a Higher Level of Performance
By The RadioActive Media Team
Radio campaigns have reached a new height of performance with the explosive combination of radio and SMS text messaging. We call this kind of campaign Radio Text Messaging (RTM), a new super combination showing tremendous success with some ROI’s topping 300%. Direct response radio ads use a call-to-action such as text RADIO to 511-511. Consumers respond by texting to receive special coupons, discounts, or notifications. Advertisers receive the additional benefit of opt-in acceptance when the consumer texts, giving them permission to contact the consumer again.
RadioActive Media placed the first paid advertising for an iPhone app with a measurable call to action using a special offer code to work on iPhone so consumers could get the app. The excitement of the immediacy from radio direct response advertising used this way delights consumers and advertisers alike.
The success is partly due to the huge growth of text messaging, which doubled in 1 year up to 110 billion messages in 2008 and now exceeds 3 billion a day. As a very new method of message delivery, the future looks bright. The creative varies from text to audio, pictures and video, making a very powerful and immediate impression. Technology is in the pipeline to improve smart phones; consumption of the phones is escalating, and contracts with phone service providers are all converging at breakneck speed.
What about the response? 95% respond to text messages in 5 minutes. 98% inside 30 minutes. How’s that for return? Enviable open rates are 80%. As for conversion, M:Metrics reported a 12% rate for targeted campaigns. Obviously that will vary due to the compelling nature of the message and the offer.
Here are some uses for radio with mobile marketing:
Polls
Coupons for instant redemption
Special previews
Event notification
Giveaways
The speedy response time of results, the ability to tweak radio creative in short order, and the 100% opt-in nature of the consumer make this effective combination of radio and mobile marketing unstoppable. To learn more, text RADIO to 511-511.
Subscribe to our RSS to follow this series as we share Case Studies and explore a variety of compelling offers, inspirational creative, and incredible results.
@radioactivemed
Tags: campaigns, coupons, direct response radi, direct response radio, event, giveaways Categories: Radio Text Messaging, opt-in, polls, Radio Text Messaging, smart phones, SMS text messaging