Marketing Sherpa recently posted a case study about the power of mobile SMS marketing for Qdoba restaurants among college students.
Loyalty program sign ups were much higher through SMS, the messages successfully focused on associating the brand with local events (stop by for a burrito on the way to the game) rather than coupons - but time-limited, locally targeted coupons were also used effectively to boost a weekend of sagging sales.
Is this a glimpse into what’s coming – as the rest of the population’s mobile use catches up with mobile-friendly college students? Or is this mobile SMS success among college students dependent on their flexible schedule – is it easier to influence the plans of students weaving their way between classes, and the week’s open ended events, than to affect the more rigid schedule of a 9 to 5er adult?
John Thompson
Senior Copywriter, OTOi
http://www.otoi.com
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