SMS marketing

Cultural structures and events: should you integrate SMS into your loyalty strategy?

Cultural structures and events: should you integrate SMS into your loyalty strategy?

If SMS is now widely used by brands, which makes it one of the privileged channels of their loyalty strategy, this communication channel is still rarely used with cultural venues. Too commercial, too intrusive, or in a word too "marketing". The SMS would have characteristics that would limit de facto its use with a cultural audience that is supposedly not very inclined to receive it.

Can you disregard this communication channel or should you integrate it intelligently into your loyalty strategy?

High efficiency thanks to an exceptional opening rate

The opening rate of SMS campaigns is the first asset of SMS. Generally between 95 and 100%, this communication lever is an undeniably powerful tool to reach your audience and deliver an important message. Generally opened within 3 minutes after its reception, it is a channel of urgency, which allows the delivery of a message in a faster and reliable way than the email.

300 times less carbon impact than an email

If you are invested in your carbon footprint and that of your CRM strategy, you must know that each email sent emits a few grams of CO2. But did you know that SMS is much less consuming than emails? 300 times less in fact!

An American researcher, Mike Berners-Lee (his brother Tim is known as one of the main inventors of the Internet), has addressed the carbon footprint issue with communication in his book How bad are bananas? The carbon footprint of everything. He compares the impact of an email and an SMS. While a short email would produce 4g of CO2, the SMS would have a carbon footprint of 0.014 grams or nearly 300 times less. The main reason for this difference? SMS are transported by telephone network technologies and not via the Internet.

An effective lever of nudge marketing

Do you know about nudge marketing? A nudge is a small gesture made to encourage another person to be careful about what they are going to do. Applied to the economy, it becomes a small intervention aimed at modifying the mechanisms of choice and the behavior of people to influence them in their own interest or in the general interest.

Several studies have shown that SMS reminders are a particularly effective lever. For example,this study based on 250 000 people summoned to court in New York. In this case, the SMS reminder reduces the number of no-shows by 21%, reducing the number of people arrested and incarcerated by 30,000 over 3 years (failure to appear is a misdemeanor in New York).

How about integrating SMS reminders a little more, especially on your free events to minimise your no-show rate? 

Various use cases: from practical information to original content

The most common use case of SMS among Arenametrix customers: the SMS reminder of an event. As mentioned below, this SMS is most useful when it reminds you of a free event with a reservation. In this SMS, don't forget to offer the possibility to cancel a reservation, either with a cancellation link or with the contact details of the box office.

SMS is of course particularly useful toinform audiences of last-minute cancellationsdue to bad weather for example, as it is the case of the SMS sent by the Center National du Costume de Scène below.

sms

It can also be interesting to use SMS to inform the public of an event complementary to the offer they have already booked,whether it is free or charged. The National Centre of Stage Costumes organises musical picnics every Tuesday evening during the summer, with reservations. And uses SMS to inform the public of the related program by suggesting, for example, to come one hour before the picnic to visit an exhibition.

Some favorites

Among a few examples of SMS we have received recently, a few have particularly caught our attention.

To begin, the festival The Semowho used the SMS as a starting point for a treasure hunt organised during the festival.

SMS treasure hunt at Semo

Or, an SMS received before an arrival in a hotel that offers its guests several music playlists. And what if music venues were to use it before coming to a concert, or before a festival?

You want to know more and discuss with us the opportunity that SMS can represent as a relational tool with your audience? Beware, SMS must be used wisely and several bad practices must be avoided. You want to know more and discuss the opportunity to integrate SMS in your relationship strategy? Make an appointment with us to discuss it!

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Solène Jimenez

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Apolline Locquet

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