Case Studies
- The Bakersfield Californian Newspaper
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As the Election heated up, the Bakersfield Californian newspaper and its television partner, 29 Eyewitness News (CBS), wanted to let their audience voice opinions on changing local and national issues. Cell phone text polling provided an immediate channel to gauge voter sentiment. The paper also wanted to offer breaking election-day news via text for anyone unable to access traditional media throughout the night.
The text poll promotion was advertised at the local mall and movie theater, and in Red Robin restaurants, as well as newspaper and television announcements. Red Robin was the paying sponsor the election night update alerts, and sent a $2 mobile coupon to Bakersfield area opt-in subscribers.
Results
- 95% of all poll participants opted-in for sponsored election alerts
- Participants from 36 states and Canada signed on for election alerts
- The Bakersfield Californian received national attention for their mobile election coverage
- Shoe Station
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Shoe Station sees new revenue from mobile marketing and mobile coupons
Based in Mobile, Alabama, Shoe Station is an independently owned chain with multiple locations (17 in five states). They are actively integrating NetInformer's SMS and mobile coupon marketing services with their traditional media. As a result, Shoe Station has built a 16,000+ text-marketing list for mobile coupon distribution. Offering m-coupons with unique, trackable offer codes, they have monitored redemptions resulting in $3,500/week in new revenues. Most recently, in an effort to segment interest groups inside the ever-growing database, Shoe Station utilized NetInformer's text polling services to determine that their specific customers are predominantly interested in offers for the entire family, followed by offers that are exclusive to women. NetInformer's analysis of campaigns give Shoe Station, and other clients, a clear view into consumer profiles and the most effective promotional offerings.
- Stanislaus County Fair
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- Ohio State Fair
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Ohio State Fair increases attendance with mobile coupons
In 2010, the Ohio State Fair solicited NetInformer's mobile interactive services to launch their new mobile campaign. The State Fair marketing team promoted the keyword FAIR and made use of NetInformer's online widget to find, and target, consumers who were interested in receiving SMS event updates and mobile coupons good for admission discounts. Because NetInformer's offerings are both effective and traceable, fairs have noted related successes of YOY 5% increased daytime attendance. Also, using NetInformer's exclusive coupon validation system, they have seen mobile coupon redemption rates of 44%.
NetInformer was contracted to provide the mobile web application Food Finder, which allows users to search for the location of their favorite fair foods on any web-capable mobile phone. By texting FOODFIND to a designated short code, patrons would receive a link to the mobile application that enables the search. A convenience for both consumers and vendors, the App spawned a lot of positive feedback. A fair-going blogger commented on Holy Cow Blog that while there might be "a little bit of nostalgia in hunting around 365 acres on a growling stomach for that one Fair food favorite like you did in the 'olden days,' [he] sure doesn't miss it over the convenience of Food Finder." Brian Shenkman, the very popular fried buckeyes vendor at least year's fair, told Ohio's News 10 Team that he expects the new technology to help his business. "[W]e won't have the complaints that we had last year with people saying they can't find us," he said. "You'll find us now."
- NTN Buzztime
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NTN Buzztime and DexKnows uses mobile to interact with mobile web directories
"Which Chicago Bears defensive lineman scored a touchdown in Super Bowl XX?" And, "In what year did the Minnesota Vikings franchise begin?" With the help of NetInformer's interactive mobile marketing services, regional sports fans were challenged by trivia questions just like these, providing them with the chance to win prizes at restaurants in various cities. In a partnership between Dex and NTN Buzztime, Inc., digital interactive video monitors were used to display trivia contests in more than 350 restaurants and bars in Chicago, Minneapolis, Phoenix, and Seattle. Focusing on the start of football season, participants were asked trivia questions that related to their local gridiron team. To play, fans were first prompted to find the answer by using their mobile devices to visit DexKnows.com® - Dex's popular local online search tool - at m.dexknows.com. Once they retrieved the answer, they were then prompted to text message the answer, in the form of a keyword, to qualify to win.
"With the capabilities of DexKnows.com, thousands of sports trivia fans were able to utilize Buzztime's network to challenge each other with their knowledge," said Terry Bateman, CEO, NTN Buzztime. "This is the true essence of Buzztime's sports trivia games - inspiring a casually competitive spirit in a social setting - and now fans can use their phones."
- Carrabba's Italian Grill
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Carrabba's sees 68% redemption of their mobile coupons
In a mobile coupon campaign powered by NetInformer, participating Carrabba's Italian Grill locations were given the ability to grow their own customer database and select specific business touch points where they wanted to grow their sales. During the campaign, consumers were asked to text the keyword AMICI followed by store's unique ID code (ex: AMICI1234) to a specified short code. In doing this, Carrabba's was able to geo segment their mobile databases and find clusters of highest interest. Upon texting in, consumers were rewarded with a mobile coupon good for a free dessert with entree purchase, and were given the option to opt in for future mobile coupons. In an effort to gauge the most effective offers, each mobile offer was uniquely coded and positioned to promote the different ways customers can experience Carrabba's; Early dining, Late dining, Car side Carryout, Sunday lunch, and Happy Hour are some examples of the varying offers. NetInformer provided redemption methods that allowed for unique coupon code validation and real time redemption reporting on what offer was redeemed, when the offer was sent, in what location the offer was redeemed, and whether or not multiple offers were redeemed by repeat customers.
The industry average for mobile marketing coupon redemption is 20%. Using NetInformer's interactive mobile services, Carrabba's achieved a 68% redemption rate on their mobile offer. Jamie Miller, Marketing Manager at Carrabba's, said of the mobile campaign, "Our customers are mobile and part of that equation is being where our customers are. The other part of that equation is being there when our customers want us to be and provide them with offers that are meaningful to them." he went on to say that "SMS is a powerful channel that resonates with a large segment of our customer base. It allows our managing partner the opportunity to test various traffic-driving offers that are location- and time-specific, while receiving results quickly."