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SMS case study - Viquest Wellness Center

SMS case study - Viquest Wellness Center

Viquest Wellness Center

Name and city and state of marketer
ViQuest Wellness Center

Name and city and state of agency or marketing services firm
SuddenLink Media, Greenville, NC, and Ping Mobile, Englewood Cliffs, NJ

Duration
01/01/2011 – 02/27/2011

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Common short code and keywords used
74642 / VIQUEST

Objective
To increase gym memberships

Target audience
Residents in and around the area of Greenville, NC, who might be interested in going to the gym

Strategy
Ping Mobile in partnership with SuddenLink Media, ran television spots with the call to action.

Call to action
Text VIQUEST to 74642 to receive free registration and a free after hours pass if you register before Jan. 31.

Tactics
Placing the call to action on cable television spots in the Greenville, NC, area.

Results
A whopping 307 people texted in and 44 percent of those double opted in to the ViQuest mobile database and receive more text message offers from ViQuest.

What next
ViQuest remarketed to its database in February.  It offered an exclusive offer to pay no dues until March 1st and also receive a surprise free gift. Only those who double opted into the database received this exclusive offer.

Lessons learned
Cable television offers the perfect advertising vehicle for mobile and mobile helped the trackability of the commercial.

Surprise finding
A local gym in a small market can have a successful campaign with the right offer at the right time. Providing free registration of a gym membership right after New Years is the perfect time for all of those making resolutions to lose weight and get fit. 

Quotes
“We worked together with ViQuest management team to produce an effective television commercial that focused on results by combining the power of cable television advertising and mobile texting. We are thrilled with the results of this successful campaign.” – Bill Poplin, general sales manager, Suddenlink Media.

"The ViQuest texting campaign substantially exceeded our expectations and provided a great way to measure our return on investment with Suddenlink. We will definitely be using this service again in the future." – Keith Corder, director of operations and marketing at ViQuest

Giselle Tsirulnik is deputy managing editor on Mobile Marketer and Mobile Commerce Daily. Reach her at giselle@mobilemarketer.com.

 
Related content: Case studies, SMS case study, ViQuest Wellness Center, SuddenLink Media, Ping Mobile

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Comments on "SMS case study - Viquest Wellness Center "

  1. Derek Johnson says:

    June 8, 2011 at 9:14pm

    Am I reading this right that they purchased and provisioned their own shortcode for only 500 subscribers? Also, to make it even worse, they doubled their costs to get a vanity shortcode, which in my opinion has no benifit. Sounds like a fail all around.
  2. Renny R says:

    March 14, 2011 at 10:23pm

    What was total cost of campaign (mobile/TV) - ROI? Thanks
  3. Courtney S. says:

    March 11, 2011 at 3:56pm

    Just curious to know how many people have used the free pass and how many of those translated into actual memberships.