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NewswireToday - /newswire/ -
Teaneck, NJ, United States, 08/27/2007 - Ping Mobile and exclusive fashion retailer Up Against The Wall (UATW) today announced that their initial mobile marketing campaign collaboration achieved a massive 63% double opt-in response rate.
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"Our target market is a high-end, fashion conscious consumer who wants to be in-the-know – it’s a very specific audience that expects high value for their money, and so we were looking to find a new way to communicate directly with this specific hip hop-oriented audience, and Ping Mobile provided us with the platform and know-how to launch our first mobile marketing campaign” said Tim Nicholson, Director of Marketing for Up Against The Wall. “The 63% response rate has truly exceeded our initial expectations”
Simon Swanson, Ping Mobile’s Director of Marketing added that "Ping’s mobile platform enabled Up Against the Wall to interact with their target audience on a very personal basis, and because their mobiles are always with them, the various Up Against the Wall store locations now have an effective and powerful mechanism to deliver the most up to date fashion news and product information to their VIP customers."
Users text in the word “UP” to the short code 74642 and receive their initial discount. By offering this initial discount for customers who responded via text message, Ping Mobile and UATW were able to generate additional foot-traffic and revenues for its stores.
Ping Mobile then sent a follow-up message to each initial respondent, asking them to reply if they wished to receive additional communications and offers from Up Against The Wall in the future. The users who replied with their permission were added to the exclusive mobile marketing list for Up Against the Wall.
"To have 63% of initial respondents actively opt-in to receive future messages is an outstanding result. The success of each of our clients truly demonstrates the power of the mobile phone as the marketing channel of choice for all advertisers looking to achieve high revenue returns for every single one of their advertising dollars," said Simon Swanson.
Nicole Mayraz, Ping Mobile’s EVP, continued by explaining that Ping’s client services department maintains strict guidelines for measuring client campaigns: “our goal has always been to assist our clients in achieving the short-term targets of the initial mobile campaign, while at the same time maintaining a strong focus on the long term results by delivering value-added content to the users, tracking the redemption results and creating a true, long term relationship between client and consumer.”
Tim Nicholson agreed, adding that “this campaign is so successful that we’ve had less than 1% of respondents unsubscribe. We’re very pleased with those results."
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