Radio Fires where Newspapers failed

 

Background

• Have you worked hard to buid up your assets? YES
• Do you want to keep those assets safe? YES YES
• Do you want to protect your assets from furture partners? YES ABSOLUTELY!
• Do you want your child's partner to walk away with half of what you leave to your child? NO NO NO NO WAY

These are the questions MMG Advisory Partners – a financial advisory firm – asked radio listeners in a recent advertising campaign. The aim was to capture new clients interested in looking after their hard-earned assets by setting up family and/or inheritance trusts. Radio listeners were then given a mobile SMS marketing call to action – text HELP to 244 for the answers.

Campaign Strategy

In recent times, MMG had advertised in local newspapers, with little success. They also tried advertising seminars, which weren't very successful. The firm was ready to try something new. They set up a mobile marketing campaign with TXT2GET. Once they'd received text messages through their TXT2GET account online, MMG simply called their new potential clients for a chat. At that stage MMG also offered a free consultation for clients to discuss their concerns and circumstances.

Results

60% of those who responded to the advertisements were genuine clients. MMG Partners chased these clients up, with great success. Not only has MMG recovered the cost of using mobile SMS marketing, they also covered the cost of the radio advertisements. 10% of leads have been converted in sales. A further 40% of leads are classified as 'warm” and are still expected to be closed.

Quote

MMG are glad they tried something new and didn't just stick to the old ways of getting their name out there. Bill Raynel from MMG says TXT2GET is very effective. “I certainly think it's great. It's very convenient for people to reply as they don't have to write down a number – they can do it straight away, on their mobile phone." He adds: ”Once you get to know how to use the TXT2GET system, it's really simple and easy to use. I think it's a good idea and certainly beneficial for the right kind of firm.”

Conclusion

MMG have continued to use text marketing in their advertising. Mr. Raynel says the benefits of using TXT2GET can far outweigh the costs – particularly as the costs of MMG's campaign were covered by a single lead.

Contact TXT2GET on 0800 333 012 or email mobi@txt2get.co.nz
for assistance in setting up a similar campaign