BRAND: Calculated Risk Motorcycle Group - Adam Smith's Texas Harley, Texoma Harley, Lumberjack Harley, Roughneck Harley, and H-D of Waco
CAMPAIGN: Integrated Mobile Marketing
DURATION: 30 Days
OBJECTIVE: Each of Adam Smith's Harley-Davidson dealerships wanted to increase the size of their respective mobile databases to better communicate and engage with customers. In recent years customers have expressed a desire for more communication and offers via mobile. Calculated Risk Marketing Director, Sarah Oakley, said, "We knew the value in text message marketing - this is the way our consumers have told us they like to hear from us. Actually, our riders were demanding that we send them more messages so they wouldn't miss out on stuff...when was the last time you heard a consumer ASK for more messaging?!". The dealerships wanted to find an affordable way to communicate to the growing group of loyal customers and deliver more effective responses and engagement from those customers.
STRATEGY: Having used 3 mobile platforms previously the Adam Smith's dealerships never had the opportunity to reach their existing customers in their dealer management system via mobile. Oakley said, "Our old platforms were very limited to what we could do and how we did it. It wasn't mobile marketing...it was a message board.". Utilizing the data import feature of the 7 Media Group proprietary mobile platform allowed the dealers to immediately invite those existing customers to join the NEW mobile club. 7 Media Group's system capability of validating phone numbers as mobile or landline also gave the dealerships a better understanding of how mobile-friendly their customer base truly was before creating their overall mobile plan. In addition to the data import feature the dealers were also given a short code, keywords and online sign-up widget to place on their website.
CALL TO ACTION: After customer data validation was completed for each dealer they sent an invitation text message to encourage customers to join their mobile club. Example call to action: TexasHD: Reply Y If you like motorcycles, events, promotions, rides & sign up now! Custom Challenge coin to the 1st 10 ppl! 8msg/mo. Consent not required to buy
On each dealers website they also added a graphic button or call to action to "Join Our VIP Mobile Club" that directed customers to an online web form created by 7 Media Group. This web form was tied directly to each dealers mobile account and as a customer entered information then submitted they received an immediate mobile response via text to confirm their sign up.
RESULTS: In just under 30 days the 5 dealers were able to increase the size of their mobile databases by 190%. Oakley Said, "The growth was incredible. The ability to "invite" our customers from our DMS was one of the features that intrigued me the most to start with. We have all the information...and no other system would let us use it! If the invitation worked as 7 Media Group promised, I knew we'd see a lot of responses. But I'll be honest and say that I didn't think it would work quite as easily as it did. I was very skeptical going into this partnership b/c I have been promised the moon from other mobile companies with nothing more than a let-down. But 7 Media Group exceeded our expectations and over delivered in every area. And they put up with my 100 questions and weeks of back-and-forth for more details before finally committing!".
