Brands with the txt factor

According to a 1984 study, the average consumer was even then exposed to some 1,600 ads a day. Imagine how far the consumer industry has come since then. Literally, there is a clutter of advertising messages. Add to that the fact that people are now submerged in the not-a-minute-to-spare culture. They have less time to think about products on the market. They do not have an elaborate decision-making process on which brand of coffee to buy or which shampoo to go with what conditioner. For marketers, strategy is really key. Some brands have discovered the importance of extending their relationship with their target markets.

Like a true artist, the effective advertiser is subtle yet persistent, resourceful yet creative. Full blast tri-media ads are a standard. Targeted events will definitely add to the success factor. Billboards are practically subliminals. Websites are good supports.

And then there’s SMS or "txt".

Many would recall that their introduction to SMS is a TV ad wherein a mute couple communicates through their hand phones via text messaging. Today everyone communicates with everyone else via text. And this is open opportunity for brands to get personal with their consumers.

Beyond the role of traditional advertising wearing its "I’m here" sign, SMS can actually say "Now let’s talk". The SMS marketing platform is new media, and quite a flexible one at that. Nestle used it as a teaser with "Mag-Nestlé Almusal Text Challenge". Questions were thrown about Nestlé breakfast products. Users were then awarded raffle points to win a Honda Civic, Ericsson and Nokia cellphones for their familiarity with the product lines. After this promo, developed by Chikka Asia, Inc. (who created the first Instant Messenger that runs on SMS), the handle "Mag-Nestlé Almusal" was formally launched with tri-media reinforcement campaigns and tie-ups with prime-time TV shows.

This metaphor should serve as a guideline to success: Win the heart of the mother first, and then court the girl. The consumer is a powerful mover. His distrust shall be avoided at all costs. Thus, two levels of communication will be ideal. Tri-media announcements can speak of its authenticity while SMS can encourage trial because of the elimination of tedious processes.

Visa International must have had this in mind with the combination mass media and SMS approach for their recent "Pocket-a-Million" promo. Realizing that SMS cannot stand completely alone, Visa had an aggressive brand advertising campaign, which featured Liv Tyler. Then they made the current promo more convenient than their earlier versions through an SMS drop box also powered by Chikka Asia. Think snail mail vis-à-vis text. This hit the credit card customers right on the spot as response rates have shot up three times over to win the one-million peso Visa credit. Such was an astounding success indeed, that soon followed its current Visa Jaguar promo. Also following suit a few weeks ago was retail giant SM Department stores launch of its 6 Million Peso "TXT N WIN" quarter end promo, utilizing a mobile promo platform developed by Bidshot Wireless.

The striking fact about SMS marketing is that consumers themselves take out the effort to key in the brands. For them, it is not hard sell. They are being provided entertainment. Trivia games in particular have a broad appeal since these are instinctive. Brands are not forcing new habits. Instead, their style is simply to ride on the lag times of texters while they are in line, on a break, waiting for a friend, or just killing time. Who would have thought that 160 characters can be so powerful? The exchange of information between companies and end-users through text are strengthening loyalties. As an SMS application is accessed, the user willingly gives out his name, age, and other demographic information. This branches out to direct marketing efforts and targeted value propositions. Here, text-based "couponing" customer service desks and entertainment options can all be integrated for a tactical marketing support program.

The television is space. The newspaper is space. Space is space. Or is it? The bottom-line is that at the end of it all, a 30-second TV commercial cannot call you by your first name, but an SMS promo can.

The author, Patrick R. Garcia, is managing director of Bidshot Wireless Services. For comments or suggestions, text your message to 233011(Globe) & 243011(Smart) or e-mail [email protected]