Text Marketing Case Studies

Days Inn uses Location Based Services to increase bookings

The Days Inn Challenge: Days Inn Business Alliance Hotels, part of the Wyndham Hotel Group, sought to increase room stay across their 60 plus hotels nationwide and continue with their innovative mobile marketing strategy

Strategy: Ping Mobile developed the strategy for Days Inn and reached out to Multiplied Media to create a campaign that would demonstrate the high effectiveness of using search-based location targeted advertising via the mobile application Poynt. Any Poynt user searching for specific hotel, accommodation or related keywords was able to view a Days Inn advertisement for 15% off a 2 night stay. After the user click on the advertisement, they were taken to a banner ad that provided a click to call or click to web to make a reservation.

Results: The click through rate for the campaign was ten times better than the industry standard! The campaign received over 5% click through rate and 13% click to call as well as 16% click to web. In 2 weeks, Days Inn was able to book 36 rooms across the country resulting in over $2,000 worth of revenue.

By Bryce Marshall

Director of Strategic Services, Knotice

Deliver the best of online… to on-the-go consumers
Right now consumers leverage mobile devices to search for information or make purchases while they are on-the-go. They seek convenience within a busy schedule, or a diversion from boredom. They want smaller and smoother interactions – small bites, not full entrees – because the factors of where and when prohibit deeper interaction with your brand through traditional Web or physical stores. But, they are consumers nonetheless. The mobile Web fills the gap between virtual and physical and allows a shopper to buy or start processing a purchase decision immediately.  Read More

Dunkin Donuts

GOALS

• Entice trial of Dunkin’ Donuts hot lattes to high school/college age students in the Boston area
• Drive in-store redemption of $0.99 small hot latte mobile coupon in month of October

MECHANICS
The SMS offer was sent to 7,500 targeted opt-ins.  Boston radio DJ’s invited participation; “text in to DD-123” each Thursday morning.  In addition, 400,000 Mobile Internet (WAP) ads ran in Boston targeted content.  Over 1,000 Dunkin’ Donuts franchise owners and workers were educated with marketing materials about how to help consumers redeem the SMS coupons.

RESULTS
The targeted WAP and SMS messaging coupled with radio created a 21 percent increase in store traffic and redemption of the mobile coupon.  The SMS message promoted the viral element of the coupon.  This proved to be a very beneficial aspect of the campaign, in that 17 percent of participants forwarded or showed the message to a friend.  In the research subsequent to the campaign, 35 percent considered themselves more likely to buy lattes and coffee from Dunkin’ Donuts.