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Remke Markets taps mobile to promote supermarket’s one-day saleBy
Kentucky’s Remke Markets used mobile to promote the supermarket’s one-day sale and drive awareness in its local area.
The supermarket chain alerted Insight Media cable spot viewers with a countdown to its one-day sale, prompting locals to visit its stores. The cable spots asked consumers to text in for SMS reminders. There were in-store calls to action as well.
“Mobile was a great tool for this client because it enabled them to motivate their local community, and create additional hype about their one-day sale,” said Shira Simmonds, president of Ping Mobile, Englewood Cliffs, NJ.
“In addition, by using two separate keywords the Remke was able to clearly identify those respondents who had texted in from the TV spots, and those who had responded from the calls to action that they had seen on in-store signage,” she said.
“This allowed Remke to build a mobile database that was both targeted and segmented.”
Ping Mobile is powering the text message campaign.
Remke Markets was founded in 1897 and has been an integral part of Kentucky communities ever since. The supermarket stores are located in Crescent Springs, Erlanger, Florence, Fort Mitchell, Hebron, New Port and Taylor Mill.
Both the in-store campaign and the TV spot campaign received double opt-in rates in excess of 60 percent, per Ms. Simmonds.
Consumers were asked to text the keyword to short code 74642.
Participants received the following message as an initial offer: “Congrats! U R entered 2Win! The 1DaySale is on Wed (7/15) from 6a-11p -visit www.remkes.com for location info. Winner ntfd via txt msg on 7/16.”
There was a sweepstakes tied to the campaign as well. Consumers that texted in were automatically entered for a chance to win a $250 Remke Markets gift card.
Next, consumers were asked to double opt-in for special offers and coupons from Remke.
The message read, “Reply YES for 10 more entries to Win & get more Xclusives from Remke & Insight. max4msgs/mo. standard txt rates apply. Reply YES Now!”
Those who opted-in for special offers were added to a database of names for future marketing.
The double opt-in confirmation said, “Success! You have 11 entries 2Win & are subscribed! STOP 2 quit. HELP 4 help. Std msg chrgs apply. Look for more Xclusives & chances 2 Win on Your Mobile Phone!”
Ping Mobile has helped other brands build databases of consumers for future marketing.
Take 5 Oil Change ran a mobile campaign to build a database of consumers interested in getting a value-added service and ultimately drive them to its locations.
Thirty-second television commercial spots on Cox Media’s cable network asked viewers to text the keyword TAKE5 to 269411 for a chance to win four suite Hornets’ tickets, a CP3 signed jersey and a chance to win and get a $10 off coupon from 5 minute oil (see story).
Additionally, Baumer Foods’ Crystal Hot Sauce ran a mobile campaign to build an opt-in mobile database of New Orleans Saints fans for highly-targeted future marketing efforts.
To accomplish this, Crystal Hot Sauce ran promotional spots as well as in-game telecast mentions on Cox Media’s CST network, during Saints’ games, prompting viewers to text to win a signed jersey and Crystal Hot Sauce gift pack (see story).
“The challenge that Remke faced was facilitating a sale countdown using a form of alerts to drive respondents to the point of sale,” Ms. Simmonds said. “In addition, the client wanted to test mobile’s success – mobile had never been tested by them before – in an easily trackable manner.”
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