The Project - Data Build using SMS

The Client: Marston’s PLC – Division: Marston’s Inns and Taverns

Marston’s Inns and Taverns operate 495 managed pubs throughout the UK, they are recognised for quality and service.

The Brief

PowerText was called in to assist the town centre venues in building a mobile database for marketing events and promotions. With a zero base to work from, we needed to move quickly to grow the database. It was an important client stipulation that the campaign be automated so that the venue would not need to be too involved.

The Approach

Utilising PowerText's Keyword Management System we created a competition mechanic that allowed customers to enter free of charge via a standard rate SMS short code. Advertised on internal POS and through the pub's Facebook page, customers were invited to enter the weekly-drawn competition for a chance to win a bar tab for use in the venue.

PowerText took care of the draw each Friday and notified the bar manager who then contacted the customer with the good news.

The Results

Over three months the pub has collected over 500 new contacts which have since been targeted with events and promotions.