2010 Travel Hospitality

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In this Guide you will find 101 real world examples of how successful SMS text
messaging programs have been implemented by travel, tourism and hospitality
businesses all over the world. We hope that these examples will inspire you to find
your own ways of l everagi ng SMS text messagi ng i n your busi ness.
Table of Contents 2
Engage with your customers 3
Travel 4
Air travel – reservations & booking confirmations 4
Air travel – customer service 4
Air travel – luggage assistance 4
Air travel – information alerts 4
Ground travel – customer service 4
Ground travel – car rental 5
Ground travel – parking assistance 5
Ground travel – directions 5
Ground travel – service alerts 5
Tourism 5
Tourist assistance 5
Tourist attractions 6
Directory assistance 6
Tourist guides 6
Translation services 7
Safety & security services 7
Weather alerts 7
Health alerts 7
Hospitality 7
Reservations & booking confirmations 7
Customer service 8
Restaurant services 8
Beverage services 8
Meal services 8
Event ticket sales 9
Infortmation Alerts 9
Music services 9
How did others do it? 10
Starting your own mobile messaging program 10
Create and manage a distribution list 10
Advertise 11
Incentivise 11
Permission 11
List Segmentation 11
Tools for a successful mobile messaging program 11
Clickatell Communicator 11
Clickatell ICM 12
Clickatell SMS Gateway 12
Copyright © 2010 Clickatell
What you’ll find here ...
Table of contents
The competition to earn customers in the travel, tourism and hospitality industries is
intense. The operations of hotels, restaurants, cruise operators, airlines, car rental
agencies, and even tourist boards may be diverse, but the desire and need to be
unique in the eyes of the customer - to differentiate from competitors on more than just
price - remains constant.
Businesses in the travel, tourism and hospitality industries are increasingly using the
mobile channel to engage more successfully with their customers.  Mobile enables
communication that is targeted, immediate and relevant. Mobile communication
technology is being adopted so quickly and its reach so vast that communications is
possible even with customers in the remotest corners of the world. In many developing
markets, customer segments that are un-contactable via telephone landline or Internet
are on the other side of a mobile phone today.
The adoption of SMS text messaging by the travel, hospitality and tourism industries
is at the forefront of communicating with these wide swathes of mobile customers.
SMS enhances customer service and makes information-based services more accessible
to customers of these industries, advantages that are not being ignored by operators.
Research by eMarketer.com suggests that, 27.7% of Hoteliers plan to implement SMS
text messagi ng as part of thei r mobi l e marketi ng i ni ti ati ves i n 2010.
Introduction
Engage with your customers
Copyright © 2010 Clickatell
1
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http://www.emarketer.com/Article.aspx?R=1007606&Ntt=SMS+travel&No=-
1&xsrc=article_head_sitesearchx&N=0&Ntk=basic
AIR TRAVEL - RESERVATIONS & BOOKING CONFIRMATIONS
1. Air China allows customers to check-in via SMS and mobile barcodes.
Once a traveller has booked their ticket on-line, they can choose to be
sent an SMS anytime from 24 hours to 90 minutes before their flight. The
SMS contains a link to a mobile barcode, which the passenger can use
to check-in through all necessary airport security checkpoints and board
the flight.
2. American Airlines have introduced mobile boarding passes for passengers
taking domestic flights, which it hopes will not only cut down on paper
waste, but also make things a little more speedy and convenient for
travellers.
3. Upon confirmation of a successful Online flight reservation, South African
Airways sends to its customers an SMS copy of the flight information and
the booking code necessary for flight check-in.
4. Jet Star implemented an SMS boarding pass program in Australia and
New Zealand and reaped the benefits of faster flight processing times
and decreased traveller annoyance.
AIR TRAVEL - CUSTOMER SERVICE
5. Federal Air services luxury game lodges in Mpumalanga, South Africa.
The lodges cater mainly for the overseas tourist market. Using Clickatell’s
SMS gateway, Gencentric implemented a feature on the Fed Air web
portal to update the arrival times for each flight. The system sends SMS
notifications to Lodges notifying them of the new flight arrival times, thus
ensuring that guests are always greeted on time.
(http://www.clickatell.com/success/gencentric.php)
6. Singapore Airlines Club members can enjoy the convenience of contacting
a customer service representative from anywhere in the world, by sending
a SMS text message. In order to use the SMS contact service, known
as PPS Connect, customers text their PPS Club membership number to
a designated number. Customers will receive an SMS confirmation of
the request within minutes and a customer service representative will
call no more than 30 minutes later.
7. The British Airport Authority (BAA) launched an SMS service called
"Flying Messenger" for people who are either boarding a flight or meeting
colleagues at London's Heathrow or Gatwick airports. Customers text
their flight details 2 hours before flight departure and BAA sends back
a reply text which includes updates of any flight delays, as well as special
offers that may be used before boarding the flight.
8. Travellers at Jakarta's Soekarno-Hatta airport can now summon assistance
via SMS, such as requesting toilet paper or complaining about the airport
taxi service. The service also lets people inquire about the status of
departing and arriving flights.
9. The Star Alliance airline network is providing passengers with free SMS
alerts on the progress of their flights. The SMS update service enables
Star Alliance customers to track the flights of any of the member airlines,
irrespective of location virtually anywhere on the planet, as well as track
the details of internal connecting flights.
10. Leading online travel company, Orbitz.com offers its customers SMS text
message alerts including information relating to flight arrival delays, flight
cancellations, departure delays, departure gate changes, severe weather
updates, emergency information briefings, 24 hour flight status checks,
and executive car service alerts.
AIR TRAVEL - LUGGAGE ASSISTANCE
11. Personal Porter is an Australian company offering travellers a global
door-to-door luggage delivery service with real-time tracking via SMS.
Launched in January 2007 in Sydney, it aims to reduce queues at check-
in and move passengers quicker through airports.
12. By permanently attaching a microchip tag from Rebound TAG to their
luggage, travellers can significantly reduce their chances of losing their
personal belongings. A barcode and identification number is also printed
on the Microchip Bag Tag to ensure that in the system also works at
airports where there are no microchip readers. When the lost luggage
is found, users receive an SMS.
AIR TRAVEL - INFORMATION ALERTS
13. Asian online travel company ZUJI has launched a lowest airfare SMS
alert service for local mobile subscribers in Singapore. With more than
50 destinations to choose from, travellers can send an SMS to ZUJI
stating their chosen destination. They will then receive an SMS reply with
the lowest airfare available, and can book online.
14. South African Airways uses a Clickatell Communicator solution, which
is linked to the SAA intranet and accessible from within the Operations
Control Centre (OCC) of South African Airways at OR Tambo International
Airport in Johannesburg. In response to events, SMS’ are sent to SAA
employees; message recipients are categorized according to specific
events as per the SAA Al arm noti fi cati on documentati on.
GROUND TRAVEL - CUSTOMER SERVICE
15. Travellers unhappy with the services of express bus operators in Malaysia
can now lodge complaints with the Commercial Vehicle Licensing Board
via text message. The new avenues for submitting complaints are aimed
at curbing inappropriate practices among express bus operators, especially
during the balik kampung exodus - the annual pilgrimage of city folk to
their respective hometowns during festive seasons.
16. The Swiss Federal Railway (SBB) allows travellers to purchase train
tickets via SMS. Travellers are able to send an SMS indicating their
desired departure time and destination to a specific short code. The reply
SMS may be used as a travel ticket.
17. The London Underground Customer Charter states that if a tube journey
is delayed for 15 minutes or more, passengers are entitled to a full refund
of their single journey cost. Tube Refund enables frustrated commuters
to text their email address and journey details to a designated number
to claim their refund.
18. The Bangalore traffic police provide traffic information through SMS.
Users can now send an SMS to a dedicated number and get updates on
traffic jams, bus locations and even travel routes and times.
Copyright © 2010 Clickatell
TRAVEL
Share quality information with
your customers
19. Navteq's Traffic.com helps holiday shoppers give the gift of real-time
traffic information. The gift pack includes personal mobile traffic services
for three mobile numbers that can be given to friends and family for when
they’re on the roads. Included in the pack is the Traffic.com Text Alerts
service - a free SMS text messaging service that alerts you to delays on
the roadways of major cities across the country.
20. The OYBike is a bike rental system, which allows users to hire and return
a bicycle via their mobile phone. The bikes can be found at transport
hubs such as tube stations, public buildings and car parks and each bike
stand is equipped with a specially developed electronic lock operated
through a keyboard and LCD display. An OYBike registered user selects
an available bicycle and the locks display a code, the user then calls the
OYBike call centre and gives them that code. A unique pin code is then
read out to the user and sent back by text message. This pin code is
entered into the lock to release the bicycle. After use, the bicycle is locked
into any empty port on an available OYBike station. A unique pin will
appear on the lock display that the users then text back to OYBike to end
the hire period.
21. Dublin Bus timetables can be accessed by SMS. Travellers send a text
message to a short code with the word BUS followed by the bus route
number or the word TOMORROW for the next day's service. Users
receive a text response containing times for the next 3 buses in each
direction (or the next day).
GROUND TRAVEL - CAR RENTAL
22. National Car Rental, the leading UK car rental company, sends an SMS
message to each customer when they’re collecting a rental car, asking
them to text back an accurate mileage reading. SMS has significantly
reduced the number of staff and time needed for updating records and
created a more customer friendly service.
23. Car Club is a premier car rental company, offering a comprehensive
range of transport solutions for personal and business travel needs.
Customers can now receive SMS alerts on their mobile phones with
information on reservation confirmation, car details, charge of credit cards,
invoicing, etc
GROUND TRAVEL - PARKING ASSISTANCE
24. Airports Company South Africa offers a text messaging service that
enables travellers to SMS a number and receive a response with available
parking at Johannesburg International Airport.
25. A SMS parking service available in Amsterdam called SMSParking allows
registered users to pay parking fees by SMS. Users send an SMS
message when they park their car and send another SMS message when
they leave. They pay for the exact time they parked their car, and
SMSParking automatically collects the amount owing from a users bank
or credit card account every two weeks.
GROUND TRAVEL - DIRECTIONS
26. A new US service “Dial Directions”, sends travel directions straight to a
mobile phone via text message after using voice-recognition technology
to determine current location and the intended destination. Users dial a
number and speak their starting location and destination and the service
instantly sends turn-by-turn driving directions by text message.
27. Yahoo Driving Directions, which supplies block-by-block driving instructions,
now has an option to receive instructions via SMS. By clicking on the
website “send to phone” button, driving instructions are sent to the
handset. Users receive a text message with a link to the full turn-by-turn
driving directions.
GROUND TRAVEL - SERVICE ALERTS
28. Transport for London (TfL) offers a mobile service that allows consumers
to see when a service is disrupted on specific tube lines. Passengers are
able to send a text message to a premium rate number to get a status
update. An SMS service is also available for Airport Express trains to
Gatwick, Heathrow and Stansted. This service is free of charge and
available to customers who book a train ticket via the web.
29. Navteq, a digital map, traffic and location data provider, offers driving
tips and traffic information to travelling consumers. For users who don’t
have time to get on the web or are too busy to call the hotline, Navteq
has set up a text messaging system to deliver real-time traffic information
for different cities. By sending a text message with the user’s city code
such as NY for New York or CHIC for Chicago to short code, the user
will receive traffic information in their area.
30. An ambitious free text-messaging system that the Metropolitan
Transportation Authority of New York launched in 2008, allows riders to
stay informed about transit delays with "near-real-time" SMS alerts to
users.
31. Passengers with SNCF French railways can now make use of an SMS
service that enables travellers to find out whether the train is on time,
delayed or cancelled by sending the message INFO to a number and
receive a text message response which includes the status of the train.
32. Customers of the Metropolitan Transport Authority (MTA) Long Island
Rail Road can get train schedules and details of specific travel requests
sent to their mobile phones via text message e.g. "Penn to Huntington"
texted to 266266 returns train schedules instantly.
TOURIST ASSISTANCE
33. The British High Commission in India launched a service for Indians
travelling to the United Kingdom that allows them to track their visa
applications through an easy and convenient service over their mobile
phone. Applicants can now access their visa application status by sending
an SMS from any mobile phone.
34. Textamundo is an SMS question & answer service that enables travellers
in around 200 countries to quickly get answers to questions they need
while on the road.
35. The Beijing Tourism Bureau sends welcoming informational text messages
to tourists, as soon as they cross the borders of the Beijing municipality.
Information on transportation, accommodation, shopping, restaurants
Copyright © 2010 Clickatell
TOURISM
Build a relationship based on
utility and value
and entertainment, along with a warm welcome is provided as part of this service.
TOURIST ATTRACTIONS
36. World of Fun in Kansas launched the "Text Connection" services, which sends up
to 10 text messages every day to the mobile phones of park guests, with information
on live show times, short ride queues, and other park attractions and deals. Visitors
can sign up for the free service up to two weeks in advance, or at the gate as they
enter the park.
37. Rome city council introduced a service that allows readers to search the catalogues
of the capital’s 35 public libraries via SMS. By sending a text message, it’s possible
to receive information on the location of a particular book, CD or video, library
hours or ask the librarians a specific question.
38. Handheld History is a service that allows people to use mobile phones to access
the historical information behind London's famous Blue Plaques. The Blue Plaques,
which are on buildings all over London, commemorate the achievements of hundreds
of notable men and women who lived and worked in the city for all or some of their
lives. By texting a designated short code one is able to receive a basic history of
the plaques by SMS. Handheld history also entertains visitors while they’re waiting
in the queue for Madame Tussauds Wax Museum, by sending text message
snippets of facts about Vlad the Impaler, the original Count Dracula, the death of
Joan of Arc, the final days of Adolf Hitler or how Princess Diana was remembered
after her death.
39. Blackpool Illuminations offered visitors the chance to see their own name in lights
in 2005. Using an interactive text system, text messages were displayed by laser
on a 100 foot by 20 foot screen on Blackpool Promenade. The service was a
partnership between a mobile entertainment company and the Blackpool City
Council. Visitors could also enter a special competition to win the chance to turn
off the 2005 Illuminations on Sunday November the 6th by texting in the answer
to a simple question. The winner and their family also received a two-night break
at the Hilton Hotel in Blackpool and attraction tickets.
DIRECTORY ASSISTANCE
40. A service from MasterCard provides cardholders with a mobile, location-based
search and directory service so they can request the location of the nearest ATM
be sent to their cell phone via text message. Customers call and state their
coordinates to request the location of the nearest MasterCard ATM. Each year,
two million cardholders contact MasterCard via either telephone or the website
specifically to find the location of nearby ATMs; some 70 percent of inquiries are
received from international travellers venturing outside their home country.
41. An SMS service launched in Shanghai allows users to locate the nearest public
restroom. In response to a text message, the system sends a reply SMS with
information on the location of the nearest public restroom. The SMS also includes
information such as whether or not the conveniences are free of charge. The
system is mainly for tourists.
42. The Finnish Road Administration developed a system that enables travellers to
open the doors to roadside toilets only by sending an SMS to numbers provided
by the Road Administration. Opening the door costs just the normal SMS rate.
TOURIST GUIDES
43. Mobile phones were first used in Kuwana, Japan during the first experiment to
transmit and receive sightseeing information via SMS. The service now allows
mobile phone users to add their comments in real-time via text message, for the
benefit other tourists.
Copyright © 2010 Clickatell
44. A service launched by Linguistic Agents in Israel in March 2007, called
“Info Jew” allows Jews to use their mobile phones to find synagogues,
kosher restaurants, Chabad houses, mikvehs (ritual purification baths)
as well as the exact times for prayers, Shabbatot and holidays anywhere
in the world. The service aims to add to this selection, information on
local rabbis and Jewish tourist sites.
TRANSLATION SERVICES
45. The Dutch motoring organisation ANWB and Van Dale, a prominent
dictionary publisher, launched an SMS-based service that translates
between French, German, English, Spanish, and Dutch. For example,
a user in a French restaurant can discover in Dutch exactly what the
specialty for 55 Euro cents is by typing the French word into an SMS
message and sending it to ‘ANWB'. The sender will receive its Dutch
equivalent back in seconds.
46. Tourists travelling to Thailand can now communicate with local people
through an SMS-based Engl i sh-to-Thai transl ati on servi ce.
SAFETY & SECURITY SERVICES
47. South African insurance company Metropolitan Life introduced a life
insurance service called Cover2Go, using Clickatell. The service costs
are deducted from the subscriber’s airtime balance and provides instant
life insurance for six days, in the event of accidental death.
48. The father of murdered Briton Lucie Blackman, launched a safety service
using text messaging that allows users to submit detailed travel plans
and set a time delay of between 30 minutes and 24 hours. If they have
not returned and cancelled the message by the deadline, an SMS alert
is sent to a chosen friend or relative. The Safetytext service stores
photographs, contact details and the names of friends and relatives, to
be released to police if it becomes necessary.
49. PlanetReunited allows backpackers or regular travellers to post news of
their whereabouts and wellbeing onto a SLOG by SMS (a Slog is like a
Blog, but it uses SMS technology to update]. One can sign up for the
free Slog service and send messages to its phone number. Messages
get posted up sequentially on a web page, much like with a blog.
PlanetReunited sends out email alerts to friends and family every time
a new message is posted.
50. Hail-Safe is a text messaging system that allows a taxi or minicab
passenger to use their mobile phone to register details of the cab they
are travelling in, and the license number of the driver via SMS or voice
call. Travellers text the word SAFE followed by a space and the cab
license number to a dedicated number. This information is then logged
on the service.
51. An SMS emergency alert system was installed at the Four Points Sheraton
hotel in Belgium. The software is integrated with hotel’s fire and technical
systems that monitor fire detectors, emergency doors and temperature
sensors.
52. The Association of British Travel Agents (ABTA) in the UK launched a
SMS text message service that alerts its members of serious incidents.
The service sends text messages to alert senior ABTA member staff
of emergency events affecting their staff, customers or travel destinations,
as well as changes to the situation.
WEATHER ALERTS
53. The HappySun mobile service uses satellites to deliver the UV index to
cell phones via text message. The service also provides information for
tourists on how they can protect themselves from UV radiation, sea
surface temperatures and seawater transparency for divers.
54. SnoCountry, a consortium of New England's leading ski areas, use text
messaging to deliver last minute and seasonal offers to active skiers and
snowboarders. With the region's notoriously fast-changing weather, it is
important for the ski areas be able to immediately inform skiers and
snowboarders of appealing snow conditions. The ski areas now invite
skiers and snowboarders to text in and join a mobile database to receive
weather updates and promotions.
55. In 2004 Adventure Weather distributed free SMS weather reports for all
on the mountains during the Everest and Himalayan season, according
to Mounteverest.net. The forecasts were created by meteorologists,
analyzed by climbers, emailed to base camps, and then SMS'd in shorter
versions to the satellite phones used by climbers in higher camps.
56. Golf fanatics can now ensure they never miss a day on the green with
information on the latest weather and course conditions via SMS from
the Club Messenger service from Clever Ltd. Golf club members can
avoid wasted journeys by using Club Messenger, which provides up-to-
date information on weather and course conditions.
HEALTH ALERTS
57. With the recent outbreak of H1N1 swine flu, US-based CellPhones.org
created a text message service whereby people could text PIGFLU to
41411 and receive updates as news developed about the swine flu
pandemic. Daily updates included CDC/WHO updates, information about
new outbreaks and other information from health authorities.
58. Britons travelling abroad to exotic destinations are now able to receive
immediate and free travel health information regarding malaria. The
service, funded by GlaxoSmithKline Travel Health as part of the Malaria
Awareness Campaign and developed by iPLATO, allows travellers to
text in the name of their destination country to receive relevant information
about the malaria prevalence in that country.
59. StarHub and the Singapore Tourism Board as a quick and easy way to
trace people in the event of a SARS outbreak in Singapore launched the
“SARS Contact Tracing SMS” text alert service.
RESERVATIONS & BOOKING CONFIRMATIONS
60. HotelZone is one of the largest hotel booking agencies in Europe. They
use Clickatell to deliver their booking confirmations via SMS, enabling
HotelZone's customers to receive reservation codes, hotel names &
HOSPITALITY
Keep customers coming back
again and again
addresses and arrival and departure dates.
61. SafariNow, a South African online accommodation-booking service uses
SMS, along with email notifications, to alert accommodation providers
of a new online booking enquiry. The service has resulted in quicker
turnaround times for converting enquiries into confirmed reservations.
62. Malaysian hoteliers introduced mobileHOTEL – the SMS way to make
room reservations. Users of mobilHotel need only text the participating
hotel’s name, to a short code to get an instant reply from the hotel on
rates and reservation confirmation.
63. Owners who have properties listed with Holiday Rentals Hub can have
an SMS message sent to their mobile phone when someone makes an
enquiry about any of their rental properties online.
CUSTOMER SERVICE
64. Thai cellular provider Total Access Communication, provides a service
that enables hotel operators to notify guests of incoming calls and
messages via SMS, instead of reception staff handing them handwritten
notes or leaving messages on the voice mail service available in their
rooms.
65. The 'W To Go' service uses SMS to communicate important service
messages between W Hotels staff and their guests. Upon check-in,
guests are asked to participate in the W To Go program, which enables
them to receive text messages from the hotel directly to their mobile
phone during their stay, even if they are not on the hotel premises. Guests
are automatically disabled on the service 24 hours after their stay, allowing
for any continuing messages like the return of forgotten personal items.
The service informs guests of when their room is ready after check-in,
when a package has arrived, when their dry cleaning has been delivered
and more. Guests can also confirm or change reservations for restaurants,
spa appointments and other hotel services.
66. The Fairmont Dubai uses Clickatell to provide specialist event information
to guests or food and beverage specials.
67. Casino giant Harrah's is running a mobile coupon pilot as part of its
customer loyalty program. Guests of the selected Harrah's properties
sign up to receive special personalized offers as mobile coupons sent
via text message. These mobile coupons can be redeemed at the Harrah's
properties using bCode's self-service media plane scanners.
68. Gunstock Mountain Resort in New Hampshire implemented a promotional
SMS strategy to promote on-mountain specials. Loyal Gunstock customers
could text in promotional keywords for up to four on-mountain deals per
day, e.g., lunch and happy hour specials, discounted tickets, apparel and
more. Vouchers were sent back to the mobile phones via SMS. In order
to redeem the vouchers guests could show the code on their mobile
phone display, eliminating the need for clipping and carrying coupons.
RESTAURANT SERVICES
69. Boiling Crab, a Cajun seafood restaurant chain, with locations in Los
Angeles, Dallas and San Jose, use SMS to eliminate queues. The QLess
service sends reservation information to customers in order to reduce
turn-aways and no-shows.
70. Nutritional advice web site Diet.com debuted a SMS service called
"Nutrition on the Go", which lets customers request nutritional information
for foods at restaurants nationwide by sending a text message. A customer
can send a text message with the restaurant’s name and the menu item
to a short code and receive a text message back with the nutritional
information for that menu item.
71. Kosher-ny.com launched a service in New York City that helps users to
find a kosher restaurant by sending a text message with their location,
to a short code.
72. Muslims can get confirmation on the halal status of a product (food that
is permissible according to Islamic law) via SMS, thanks to the Islamic
Development Department of Malaysia. By texting the word “halal” and
the bar code on the product packaging to a short code, users can instantly
confirm the halal status of the product.
73. The Southern African Sustainable Seafood Initiative (Sassi) set up service
called Sassi FishSMS, which enables diners to SMS the name of the fish
species on the menu to find out more about the degree to which the fish
may be endangered or threatened.
74. US marine conservation group, Blue Ocean Institute provides a similar
service to FishSMS. Users text the word FISH, followed by the name of
the seafood in question, such as tuna, to a short code. The service covers
more than 90 species, and suggests alternatives to options that pose
environmental concerns.
BEVERAGE SERVICES
75. A service from BuyYourWine.com lets Dutch consumers can send an
SMS to request wines prices and delivery details. In the US, WineZap
offers a similar service. If someone emails or texts them the vintage and
wine name, WineZap will email or text them the current low, high and
average prices for that wine. If a user adds their zip code, WineZap
includes a list of the nearest retailers that stock the wine, as well as their
prices.
76. Mad Lush's free SMS-based service allows users to subscribe to daily
drink specials and open bar listings in and around New York.
77. To reassure tourists of water quality during the 2007 Olympics in Beijing,
28 major barrelled water manufacturers agreed to take part in a monitoring
program, which vouched for the quality of their water. The packaging
labels were produced and applied by the Beijing bureau of quality and
technical supervision. The remaining sceptics could send a text messaging
with the product barcode to the bureau. If the code on the product turned
out to be a fraud, the consumer was able to instantly log a complaint with
the bureau.
78. Discerning pub goers in the UK can now locate the nearest pub featured
in the Good Pub Guide. The guide, launched in conjunction with publisher,
Random House, is considered to be the authority on the best of British
pubs. By texting the word GOODPUB, users of the service receive an
SMS message notifying them of the address of their nearest recommended
Good Pub in the UK.
MEAL SERVICES
79. Hungry Fan launched a service in New Zealand and Australia, whereby
spectators at ball games that didn’t want to wait in queues for food or
beverages could text in their order. The service provides a food ordering
and delivery service at events enabling fans to enjoy the game and have
orders delivered directly to the seating area.
80. Pizza Hut offers a meal ordering service via text message.
81. Campusfood.com, a network of on-campus restaurants, also lets customers place
their meal orders via text message.
EVENT TICKET SALES
82. Vegas.com launched a "mobile concierge" service that enables people who are
in Las Vegas to buy tickets to shows and tours that day or the next day. By texting
a keyword to the short code "VEGAS," tourists can retrieve any information they
need on a show or hotel.
83. Stagetext, a charity delivering captioned performances throughout the UK makes
use of SMS to communicate with its deaf audiences. SMS messages alert deaf
arts attendees of upcoming captioned performances, ticket availability and special
offers. Stagetext also collects feedback about the performances via text message.
INFORMATION ALERTS
84. In January 2005, Avis car rental and AskMeNow teamed up to make the AskMeNow
mobile lifestyle network available at Avis’s top US locations. Avis customers were
able to get instant access to 411 services, flight times, restaurants and hotels,
directions, weather, stock quotes, and sports, as well as other local information.
Avis customers could call a toll free number or text any question from their mobile
phone and receive the requested information in moments.
85. Die Medienagenten is an Interactive Media Agency in Germany that uses Clickatell
to offer a service to pubs, and nightclubs who need to inform their customers about
upcoming events and concerts. Outbound communication to community groups
has also worked very well for this service.
86. Lastminute.com offers promotional travel offers to its subscribers via SMS.
Subscribers select their preference (city breaks, hotels, restaurants, theatres, etc).
Each week they will receive an SMS with an offer that reflects their choice. This
is a value added service for true 'last minute' customers.
87. The Mann Centre for the Performing Arts in Philadelphia’s Fairmount Park has
added mobile to its marketing mix. To join “The Mann Mobile Rush Club,” individuals
must text the keyword MANN to a short code. New subscribers will receive an
immediate reply, confirming their membership into The Mann Centre’s mobile
program and will later receive weekly text messages with details of upcoming
performances.
MUSIC SERVICES
88. BarTalk is a an entertainment installation for bars, or clubs that lets participants
send text messages and photos from their cell phones to big-screen displays inside.
89. The SMS Jukebox service, available in France, enables customers in bars and
clubs to request songs from a menu on the table and send the request via text
message. The song is then queued to play over the sound system.
Copyright © 2010 Clickatell
90. Stratton Mountain Resort’s ran a text message campaign designed to
drive skiers and snowboarders directly to their resort. Stratton’s posters
featured a call-to-action with a keyword and short code with the lure of
free lift tickets. They were placed throughout selected subway stations
in upscale Manhattan neighbourhoods. Using unique codes for each
advertising medium let Stratton track the results of each campaign. More
than 38 percent of responses came directly from Stratton’s posters in
Manhattan, which featured the mobile call-to-action.
91. Wild Rivers Water Park in Orange County, U.S., ran a television advertising
campaign on Cox Media’s cable network asking viewers to text the
keywords WILD or WET to a short code to receive a discount on admission.
Consumers that texted in the keywords were sent a reply SMS with a
special discount code and directed to a website or asked to show the
promotional code at the ticket window.
92. Bristol International Airport put together a special promotion for passengers
opted-in to the Easy Jet text service, offering a £5 discount to anyone
spending over £35. The Airport decided to target their offer at international
passengers travelling on certain routes and sent the text message around
2 hours before their scheduled departure time. Passengers were able to
redeem the offer by showing their text message to the cashier. The
cashier then scanned a barcode by the side of the till to record the
discount in the point of sale system. They also recorded the passenger's
flight number. By sending special offers to passengers waiting at the
Bristol airport by text message there was a 50% increase in average
spend in Tax & Duty Free stores.
93. Las Vegas' Orleans Stadium Hotel and Casino used mobile to promote
a Steve Miller Band performance and create a database of concertgoers
for future communication. The calls to action for the sweepstakes campaign
built around the concert were in television commercials and on promotional
flyers at the musical festival. Consumers were asked to text keywords
to a short code. Consumers who entered the hotel's mobile sweepstakes
were give the chance to win two free tickets to The Steve Miller Band
show and a free two-night stay at the Orleans.
94. The Wyndham hotel chain ran a mobile campaign for its Days Inn Business
Place division to compile a database of prospects for remarketing.
Publicizing the text-to-win campaign via room key card sleeves, email
blasts and web, travellers were asked to text a keyword to a short code.
Participants were then sent an SMS message asking them to text in to
confirm that they want to join the VIP club for future promotional messages.
Within the first few months, the campaign generated a 40% double opt-
in rate.
95. Motel 6, in the US, launched a mobile marketing campaign to influence
the buying behaviour of Hispanics who were travelling. The call to action
aired in regional radio ads asking travelling listeners to text a number in
order to get a schedule of events for their destination city. Messages sent
out over the three-day period, informed users of both Hispanic and non-
Hispanic events taking place in surrounding cites.
96. Gaming giant MGM Mirage has thrown its full weight behind mobile
marketing with opt-in offers for guests at six hotel and casino properties
in Las Vegas and Detroit. Guests at these MGM Mirage resorts receive
targeted special offers, alerts, contests, quizzes and even property and
show information via SMS.
97. Virgin Atlantic Airways Ltd. launched a WAP site and ran a mobile
marketing campaign to promote its transatlantic offering between New
York and London. The mobile campaign included advertising that drove
traffic to Virgin Atlantic's first WAP site, and provided information on other
aspects of the campaign, including complimentary taxi rides in London
cabs, British pub events, free movie passes, reminders, a photo gallery,
ringtones and wallpapers. The mobile content also provided coupons for
movi e t i cket s, SMS sweepst akes and SMS t ri vi a games.
98. In a recent campaign, Coca-Cola Co. gave British consumers 50 pence
of mobile phone airtime credit every time they bought a Fanta, Sprite or
Dr Pepper product. Cans, bottles and promotional movie theatre cups
were labelled with a “50p free mobile credit” logo to entice consumers
to buy Coca-Cola products. Once consumers bought the specially labelled
products, they could go online to enter their mobile number and promotional
code to receive the 82 cents of mobile credit in their mobile account.
Users could also receive their mobile credit by texting their 10-digit
promotional code to a short code.
99. British supplier Approved Food & Drink turned to mobile to drive traffic
to its e-commerce web site. The Approved Food campaign included a
simple SMS call-to-action tied to an online offer on a minimum spend
available through retail outlets stocking Approved Food & Drink products.
Orders placed in the three hours immediately after the texts were sent
out , were up by 550 % compared t o t he previ ous day.
100. E.A. Sween Co.’s Deli Express, a provider of food services to
convenience stores, ran a mobile couponing pilot in advance of a
commercial rollout in its CafeXpress convenience store. To get consumers
to opt in to the SMS database, CafeXpress used various methods to
issue the mobile call-to-action, including in-store signage and table tents,
flyers distributed around campus and sales associates at the point of
sale prompting consumers to sign up to receive discount offers. The
calls-to-action offered consumers the opportunity to receive discounts
on food and drink in exchange for registering.
101. Starbucks Coffee Co. ran a loyalty program campaign using 2D
barcode coupons delivered via SMS. The call-to-action urged consumers
to text the keyword STARBUCKS to a short code to get a WAP link to
download a buy-one-get-one-free 2D barcode mobile coupon. Starbucks
included a mobile call-to-action for customers to receive various discounts
and coffee-size upgrades on the in-store signage.
HOW DID OTHERS DO IT?
A selection of mobile message
campaigns
What’s the next
step?
READ ON TO LEARN HOW TO START
YOUR OWN MOBILE
MESSAGING
PROGRAM
CREATE AND MANAGE A DISTRIBUTION LIST
We regularly hear from new customers that the reason why they don’t have
a mobile messaging program is predominantly because they don’t have the
mobile numbers of their customers and they don’t know how to ask for this
information.
There is validity to this challenge. Your campaigns will have much higher
response and overall success rates if you ensure that your target audience
has an interest in the intended messaging. To do this, you should not send
SMSs to customers or prospects that join your SMS distribution list under
false pretences. You should also not send unqualified offers to customers
that have a low likelihood of interest in your products, as they will likely view
these messages as unsolicited SPAM.
Let’s get to the bottom of how you can create an opt-in, qualified mobile
messaging distribution list.
ADVERTISE
Use your existing marketing material and advertising to promote your new
mobile offering. This will help you to retain existing customers and extend
your brand to attract new customers.
Use a Mobile Keyword so that customers can simply SMS a predetermined
phase, such as “JOIN”, followed by their details to a short code or two-way
number. Include mobile sign up boxes on your website alongside email, giving
visitors the opportunity to receive product previews, event updates or special
offers direct to their mobile phone.
INCENTIVISE
Give your current and prospective customers a reason to join your distribution
list. Discounts, promotional coupons, access to VIP clubs, information updates
or other speci al offers coul d hel p you to achi eve thi s goal .
Maybe you can start a Mobile Club that offers shoppers exclusive first notice
of upcoming sales, hot stock arrivals or new deals via mobile only. Gather
customers’ mobile numbers for the Mobile Club by offering an in store
incentive, such as a discount on a purchase or free gift when signing up to
the club.
PERMISSION
When customers communicate with you, give them the option of joining your
mobile distribution list to receive offers and other relevant information from
you via SMS, throughout the year.
LIST SEGMENTATION
Create different distribution lists out of your customer and prospect lists, so
that they can be placed into specific or even multiple categories for better
response rates and less annoyance to recipients.
Contact lists could be organised according to 'Age Group', 'Gender', 'Location',
'Income', 'Last Product Bought', 'Last Purchase Date', etc. Marketing specific
products to customers who are more likely to buy them means that you could
not only see sales increase, but also increase customer satisfaction, since
the advertising messages are relevant to the recipients.
Clickatell enables businesses, governments and communities to leverage
the ubiquity of mobile messaging to inform, alert, notify, transact, interact and
share information. Clickatell products and services increase customer
acquisition, improve loyalty and build trusted brands through direct, personal,
easy, and immediate communications.
Delivering mobile messaging solutions since 2000, Clickatell is a global leader
in mobile communications specializing in SaaS messaging services and Bulk
SMS gateway connectivity to small, medium and large enterprises in a variety
of vertical markets.
Reaching over 819 networks in 222 countries, Clickatell's worldwide coverage
gives organizations the power to deliver any message to any device anywhere
in the world. Clickatell serves more than 12,000 customers including BBC,
Continental Airlines, CNN, First National Bank, Metropolitan Life, Shell, and
other industry leaders.
All of the Clickatell products offer the added benefit of on-demand messaging,
so you only need to buy as many message credits as are necessary to send
to the number of recipients on your distribution list. There are no recurring
or hidden fees and even 10 free test message credits.
The key questions surrounding choosing the SMS messaging tool that meets
your requirements relates to your budget, availability of software development
resources and expected response. Ask yourself what type of response you
will require from your respondents. Are you hoping to send a message and
receive replies? If so, a two-way number or Clickatell Communicator, which
allows users to receive replies directly into an inbox, would be just what you
need.
If you are hoping to receive entries or answers in a Text & Win promotion,
a premium rated or short code number might be better suited. If you are
simply looking to send a one-way communication to your prospect conveying
information, look at Communicator.
CLICKATELL COMMUNICATOR
This web-based (ASP), bulk messaging tool is designed
to facilitate fast and effective personalized SMS messaging
to existing client databases.
An easy to use interface, combining data management,
message creation and mail merging, enables users to
type a single message, and broadcast it to many thousands
of recipients, with each message capable of being personalised
for the recipient. The database can also be shared across multiple user
environments.
Starting your own mobile
messaging program
Tools for a successful mobile
messaging program
TIP: In many countries you are required by law to provide recipients
of your SMS messages with the option and method to opt in and out
of your mobile messaging campaigns. Making it easy for people to
opt-out of your program helps you to stay on the right side of the law
and mai ntai n a good rel ati onshi p wi th your audi ence.
Clickatell assists with keeping you out of trouble, by enabling any
recipient to a message sent through the Clickatell gateway, to reply
“STOP” to that text message and they would be removed from the
distribution list.
Using the powerful address book you'll be able to create your own contacts or upload
them from existing databases. Clickatell's Communicator simplifies contact management.
Create your own lists and add contacts to them to simplify market segmentation.
Message customisation allows you to use existing fields to personalise each message
or add your own custom fields. Further message personalisation is possible by setting
a custom sender ID* which can either be a number of a product or company name.
*(Network Dependent)
Find out more about Communicator or SIGN UP NOW!
CLICKATELL ICM
Clickatell ICM (Interactive Campaign Manager) is a web-based application that enables
interactive two-way messaging and is targeted towards clients who
have a need to manage their SMS campaigns and services, based
around short codes and keywords.
Examples include competitions, marketing campaigns and ringtones.
By providing for two-way interactive messaging, Clickatell ICM will
equip users with all the tools necessary to manage subscriber lists
and content.
Content can be text only or information linked from existing applications. Users have
full control over their campaigns and services in real-time, making it easy for a once-
off marketing campaign or to create a new service
Added flexibility within the ICM interface allows for the management of intricate marketing
campaigns by providing sub keyword capability, e.g. 'Shoes', 'belts' and 'dresses' are
sub keywords that fall under the main keyword, 'Fashion'. An automatic reply can be
set up for each keyword to distribute text or other types of content when a message
is received.
Find out more about Interactive Campaign Manager or SIGN UP NOW!
CLICKATELL SMS GATEWAY
Clickatell provides direct access to its core mobile data delivery platform and international
SMS gateway through a series of APIs (Application Programming
Interfaces).
Many organisations have a need to integrate mobile messaging
solutions with their existing databases and systems. For these
clients, out-of-the-box solutions are not ideal. Clickatell has
therefore opened its SMS gateway to organisations that wish
to create their own messaging system, interface or environment.
In this way, clients are able to SMS-enable any application or
product, independent of the platform on which they choose to develop. This connection
is extremely simple and can be done using generic software development skills, allowing
the business to send high volume or single, triggered mobile text messages to recipients.
Clickatell’s APIs support several protocols, including SMPP, HTTP/s, SMTP (email to
SMS), FTP, XML, Com Object, etc. Easy to use instructions make all the features of
the Clickatell offering available to application developers and corporate IT groups for
building custom SMS messaging applications and legacy systems integration.
Sample code and comprehensive integration specification documents are provided for
each protocol.
Fi nd out more about Cl i ckatel l SMS Gateway or SI GN UP NOW!
Copyright © 2010 Clickatell
To learn about how Clickatell’s global
mobile messaging platform can assist
you to reach your communication
goals, please visit our website at
http://www.clickatell.com or contact our
hel pf ul sal es t eam vi a emai l at
sal es@cl i ckatel l . com or t el ephone:
USA +1 650 641 0011
UK +44 20 7060 0212
SA +27 21 910 7700
AUS +61 290 371 951
CONTACT
INFO

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