CASE STUDY: Text Message Marketing for Entertainment Venues

Objective:

To measure and quantify the effectiveness of text marketing for increasing attendance

Subject:

The South Florida Group of Improv Comedy Club and Restaurants

The south Florida Group currently operates five of the nations top comedy venues. On any given week over thirty five shows are produced with a combined seating capacity of over sixteen thousand that need to be filled.

Currently we employ multiple marketing strategies to maximize attendance traditional media such as print, radio and billboards, outbound marketing via telephone, email blasts, social media and text messaging.

Test:

In any given week an average of one hundred thousand text messages are sent to our customers promoting the upcoming shows. These texts always carry a promo code for tracking purposes. Each box office, upon check of each customer will make note of any promo code used . We use a dollar amount benchmark for client retention, that from this data we can easily quantify the effectiveness of each campaign. For a campaign to deemed successful no more than three dollars per head should be spent to secure a customer.

Timeliness:

Our experience, which has been subsequently backed by numerous recent studies, proves that the immediacy of the message to the prospective patron’s cell device plays a key role in the decision making process. We have found that this success cannot be matched by our email marketing nor our outbound phone marketing.

Conclusion:

When used correctly, text marketing has unequivocally proven to be the most economic and effective way to fill seats. It has been and will be one of our cornerstones used to build customer attendance. In addition, it cannot be stressed enough that the ProTexting team with their attention to detail regarding the technical side and their hyper service to our custom needs is an integral part of our ongoing text marketing success.