OdoClub ads running within the TexTango SMS advertising network have resulted in a 30 percent increase in membership.  

The company?s initial text message advertising campaign achieved its goal for generating user subscriptions and increased dealership sign ups. Besides the 30 percent increase in membership, the campaign achieved its objective for new dealership sign ups, resulting in a 35 percent increase in revenue.

?Our TexTango text message advertising campaign is not only a great way for us to grow our membership base, but it also allows us to communicate constantly with our members? said Danny Alkassmi, CEO of OdoClub, Philadelphia.

OdoClub is a loyalty program that allows drivers to convert accumulated points from driving into cash. Members can earn points for every mile they drive and redeem those points for discounts against goods and services offered by participating dealerships.

TexTango is an app for BlackBerry and Android devices that gives users incentives to text. Advertisers are able to place messages within the texts, engaging consumers via interactive mobile messaging.

There are advertising opportunities within TexTango

Making it all work
OdoClub placed short teaser ads on TexTango text message inventory and multiple campaigns were created for different age groups and demographics.
 
Advertising was targeted toward 17-49 year-olds and the creative units were rotated frequently to create higher impact.

A mobile app, short code messages and QR codes were created and tied into the print and on-location marketing collateral.

For lead generation, mobile-friendly landing pages were also created.

The SMS bandwagon
Increasingly consumers are opting for text messaging as a form of communication with their favorite brands. It is important that companies engage in SMS marketing to stay relevant in the eyes of their mobile audience.

According to Nielsen, people between the ages of 12-17 send and receive more than 3,300 text messages per month.

Those between the ages of 18-25 send and receive approximately 1,800 text messages monthly, and the 25-35 age group sends and receives 600, while 35-45 year-olds are at around 300.

Additionally, more than 75 billion texts are sent each month in the United States and on average 95 percent of those messages are opened and read by the recipient within 5 minutes of receiving it, Nielsen found. 

These numbers are proof of the effectiveness that SMS can have as an advertising medium.

SMS certainly proved to be effective for OdoClub.

In fact, OdoClub?s SMS ads saw a 12 percent response rate and averaged click-through rates of about 5-7 percent. 

?TexTango?s team helped us create a comprehensive mobile/text message marketing campaign that was second to none,? Mr. Alkassmi said.

Final Take
Mackenzie Allison is associate reporter at Mobile Marketer