Mass Text Messaging Solves Brand Recall Challenges
Through mass text messaging, businesses can inform and engage consumers overtime, keeping their brand top of mind.
At the heart of every marketing effort is the need to capture and maintain the customer’s interest, converting it into an intent to purchase. To do that, brands must create and maintain the kind of connections with consumers that foster trust, and eventually loyalty. Mass text messaging enables them to do just that: allowing them to send their customers important updates on customer appreciation events, helpful reminders of payment due dates and/or requests for feedback (such as “Were you satisfied with our product?”) to improve customer service.
Communication from your brand should regularly offer some form of instant value—such as timely information or a link to useful online content—and not only mobile coupons or flash sales bulletins. This engenders consumer trust. When consumers believe that a brand cares not only about their customer experience but about them as well, then they will begin to see the brand as an ally, not just a product or service.
While inspiring positive feelings about your brand among a consumer base is crucial to establishing enduring customer relationships, it isn’t enough on its own to stoke purchase intent and consistently drive sales. Just like a well-loved, but rarely-in-the -playoffs baseball team, your brand will have to stand above the crowd—and win your audience’s attention—in order to convert your fans into active buyers.
That’s because consumers are inundated daily with thousands of highly sophisticated appeals for their attention on virtually every online platform. Advances in technology allow marketers to incorporate futuristic features—from psychological profiling using algorithms that predict customer online behavior to consumer-tracking ads using artificial intelligence—into mobile and online marketing campaigns.
Use Text Marketing to Convert Fans into Buyers
Many researchers say that there are so many ads, most consumers experience “ad blindness”—meaning that they literally don’t see them any more than they remember the license plates of the cars that they pass during a morning commute. In these cases brand recall—a consumer’s ability to remember the name of a brand and the content of an ad that it presents— is virtually nil.
Regardless of how engaging your mobile marketing campaign is, your brand may get lost in that anonymous blur of sales pitches.
Statistically, a well-timed SMS is far more effective than a mobile or online ad when it comes to reaching customers and gaining a response, but what if a targeted consumer subscribes to numerous text marketing lists? How can a business stand out and draw both new and loyal customers into the sales funnel?
This is where mass text messaging easily solves brand recall challenges. First, let’s look at the basics.
There are two major challenges in promoting brand recall.
Customers should not only be able to know the name of your business (“O’Reilly’s is the oldest restaurant chain in the state”) but also what your brand is all about—your brand identity. Brand identity isn’t just what a business claims it represents (“O’Reilly’s— the best pancakes in town”) but also the value to the consumer that can be demonstrated. Similar to showing a driver’s license to verify your identity (“I wasn’t speeding officer, I’m Danica Patrick from NASCAR—I’m just late for work”), a brand’s identity must be proven in order for customers to recognize it as credible.
How Mass Text Messaging Solves the Recognition Challenge
O’Reilly’s has two choices in its effort to be heard above the din of the competition: keep insisting that their pancakes are delicious in traditional online and print ads, or offer consumers a chance to prove it to themselves. It could be as simple as a banner targeting restaurant passersby (“We’re so convinced you’ll love our pancakes, we’ll give you a sample! Text #### to get a free side order of our legendary pancakes with any breakfast purchase”) or a post on a social media page offering a 2-for-1 special for restaurant customers who bring in a friend.
While this isn’t an uncommon marketing tactic by any means, when combined with texting, it has greater reach and deeper impact on the audience. Why? Because 98% of texts are read within three minutes (link), and approximately 45% of text marketing messages win the desired response (such as making a purchase). According to a study by neuroscientists at the University of …(link), the interactivity aspect of text marketing is important too. Similar to the difference between opening a gift wrapped present or just finding it sitting on a table, we have deeper connections to experiences in which we have to respond to a request or perform a task (like untying a bow and unwrapping the present) to meet a need or a desire. When an O’Reilly’s customer has to follow steps in order to get something that they want then they are more likely to remember the source of their delicious bonus.
The result? O’Reilly’s brand identity (at least for customers who enjoy the pancakes) becomes “the oldest restaurant chain in the state” and “that restaurant where you get free pancakes when you text”. The later is the most important component for restaurant patrons—it represents how the O’Reilly’s “brand” translates into “value for me” (they offer great deals to customers who sign up for texts).
The second challenge in promoting brand recall is developing resonance with targeted consumers. Resonance isn’t (just) generating a good number of likes on social media or receiving a healthy response to a mass text messaging campaign. It means creating a connection between brand identity and customer values that the customer views as significant, unique, and enduring in relevance. Let’s quickly define our terms.
This means what matters most to your consumers—whether its the durability of a product, a reasonable price, or company reputation.
The Significance of Brand Identity
To use the O’Reilly’s example, Tiffany, a young stay-at-home mother, might enjoy meeting early mornings with friends for breakfast once a week. Their most important values when choosing a restaurant are affordability and simple, traditional meals for their very young children who are (what a surprise) very picky eaters. O’Reilly’s brand identity (traditional breakfasts and great customer deals) resonates with Tiffany and she forwards the text message with the “text to get a free side order of pancakes” deal that she saw to her group, who in turn share the news on Facebook with other moms. This behavior matches her demographic—according to a research study (Colloquy Study link), young adults are 150% more likely than other groups to recommend products and services via text. Because O’Reilly’s meets her most important criteria in choosing a restaurant, she has developed a significant brand affinity—or an emotional connection similar to a feeling of friendship—with the brand.
The Unique Value Proposition of a Brand
This aspect is a little more simple. When faced with an array of choices, we look for an element that stands out and that feels significant enough to inspire us to make a choice. Tiffany didn’t choose to keep going back to O’Reilly’s only because it had affordable, delicious food (it certainly wasn’t the only good restaurant nearby), but because it felt “welcoming” and like home. This brings us back to the idea of mass text messaging as a method of engendering consumer trust by giving them value (information or useful offers) that aren’t tied to a sales pitch.
How Mass Text Messaging Solves the Brand Resonance Challenge
When Tiffany subscribed to O’Reilly’s texts, she found that instead of only getting messages about discounts, she also received content that was tailored to her interests: the occasional link to a humorous article on the restaurant’s blog about dining with picky eaters and a link to another post on nearby parks with special classes for toddlers. Because she felt as if O’Reilly’s knew her and was actively making an effort to add to her life, she felt more open to participating in other sales offers—even ones that might not be an exact match to her profile, because everything else that she received was valuable and relevant. For example, when O’Reilly’s sends out a mass text that touts a NFL game watching party with a 2-for-1 meal special, Tiffany forwards it to her sports fans in her circle of friends and recommends that they go, even though she’s never been herself, because “O’Reilly’s always has good promotions”.
The right text marketing campaign will ignite not only customer interest, but it will also turn them into brand ambassadors.
At SlickText, we’ve helped businesses across America create successful text marketing campaigns using our platform—campaigns that consumers remember, and want to respond to. Our platform is simple, intuitive, and effortless for you to begin using. Ready to launch? Get started with mass text messaging services now!