The impact of mobile marketing can’t be overstated. According to IDC, more people in the U.S. will access the Internet through a mobile device than through their PC by 2015. In this new series, Elite Email takes a look at highly successful campaigns to uncover their mobile marketing lessons. This week’s case study: How the Nimnicht Family of Dealerships brought great mobile messages to car shoppers down in Florida.
Cruising by the beach with the top down and the sun shining on a beautiful day seems like all the advertising a dealership would need to sell cars in Jacksonville, Florida. Unfortunately for the Nimnicht Family of Dealerships, playing on the appeal of the good weather and location just wasn’t enough. With a plethora of competitors using the same tactics to sway shoppers looking for a new car away from these affiliated dealerships, this group – consisting of authorized Chevrolet, Buick, GMC, and Wheego dealers – had to shift into high gear with a smart text campaign to beat the heat. To learn more about this strategy, let’s take a moment to break down the particulars of the campaign and how your brand can put these lessons to good use.
Setting the Stage for SMS Success
With car lots and service centers located on both sides of the St. Johns River, the Nimnicht Family of Dealerships already had the infrastructure in place to offer a great customer experience to the people of Jacksonville. However, plenty of businesses have had the same foundation, but couldn’t seal the deal due to insufficient customer awareness. To get the message out about the cars currently in stock, the people in control of this dealership group decided to kick things up a notch with a smart and engaging SMS campaign.
At the heart of this promotion was a “text-to-win” contest. Essentially, potential customers and anyone else interested in the Nimnicht brand were encouraged to fire off a text to the dealership for a chance to win a variety of prizes. To help get the word out, this campaign used available billboard space and online ad content, in addition to local TV and radio spots, to connect with the local population. With nearly 1.5 million people living in Jacksonville and surrounding areas, it’s easy to see why this dealership group exhausted every venue available when building its SMS contact list.
Going Beyond the Basics
However, all of this was just the first phase of the project. Once excited customers participated in the text-to-win promotion, the Nimnicht Family of Dealerships went above and beyond by rolling out a second initiative based off of these new members to the texting list. For those expressing interest in hearing about new car offers during phase one of the campaign, the next wave of messages helped connect these mobile consumers with sales professionals that were ready and willing to walk shoppers through the process of finding the perfect new or used car.
The Big Finish
While the idea of a multi-tiered text campaign might seem a little overbearing at first, the results this dealership organization produced tell an entirely different tale. In total, over 4,000 people signed up to experience the fun and interactive text-to-win portion of the SMS initiative. This stat is pretty impressive on its own, but the people running the campaign weren’t satisfied with just good enough.
From here, the Nimnicht Family of Dealerships indentified and pursued leads from within these interested customers. Of this second wave, 9.25 percent were workable leads, giving the sales force for this dealership group more than enough customers to keep them busy in the following months. In short, this campaign surpassed plenty of expectations, easily entering the ranks of other resounding SMS success stories.
Polishing Your Own Text Message Campaign
So now that you know the story of how the Nimnicht Family of Dealerships left its competition in the dust with great SMS messages, what can you do to make your next campaign go over just as well? To start, leave no stone unturned. Whether you’re doing radio spots or in-store promotions, getting the word out about your initiative and growing your list is extremely important. Once you do this, don’t be afraid to reconnect with your customers and go beyond the basics. As this dealership group demonstrated, having a plan with several layers that goes beyond signing people up is a powerful approach. With the Nimnicht example and some savvy SMS knowledge guiding you along the way, there’s nothing that can stop your next text message campaign from joining the other successful brands found within these case studies.