Geotargeted SMS Promotion Generates Big Campaign Response

According to a case study shared by the SMS marketing experts at Tatango this week, geotargeted SMS promotion continues to prove its efficacy across a wide variety of campaigns within an equally diverse array of industries.

“After a long day of walking around, especially in the hot summer, a hard cider sounds pretty good, doesn’t it?” asks Tatango boss Derek Johnson in a post shared Wednesday. “Using an SMS geofence, Bulmers Irish Cider was able to increase pub sales of their bottled cider by 50 percent in the UK.”

Bulmers created an SMS geofence within a half-mile radius of more than 1,000 pubs in the UK that served their cider. The text message campaign was targeted at males between the ages of 18 and 34. Once potential customers were within that radius, they were sent an SMS message pointing them in the direction of their next cider.

The SMS marketing campaign from the venerable SMS marketing services provider generated impressive results for Bulmers.

Johnson says that over the course of a month, 77,000 text messages were sent out, with 50 percent of the recipients clicking on the link in the text message.

Of all the evidence presented that illustrates a deep level of consumer engagement, the most compelling aspect of the campaign’s success was the 73% percent conversion rate achieved.

Not too shabby!

To learn more, check out the official Tatango SMS Marketing Blog here.