Innovative use of MMS – Theatre Promotions

What are some of the more interesting uses for MMS?

We see MMS being used actively in a whole host of industries – from automotive, to property, luxury, retail and more. Some of these insights have appeared previously on articles in this blog.

But there are also some less well known industries that have used MMS to great effect.

An often overlooked feature of MMS is the ability to share the multimedia content on social media platforms like Facebook.

The Chicago Shakespeare Theatre in the U.S.A. used MMS a few years back to engage with customers on a personal level. Following a surprise live performance, customers could text-in to receive an exclusive video MMS that explained how missing characters had come to life in the play along with instructions to buy tickets to see the new show at the theatre. The campaign also won an Award with the Mobile Marketing Association.

The results were extraordinary; 8 million impressions in 24 hours, an all-time record number of new guests at the theatre and interestingly, 14% shared the content on Facebook broadening the reach of the campaign. 17% also opted in to receive future messages from the theatre.

Waterfall, a cross-channel messaging provider in the U.S. document the full case study in their eBook here; http://be.waterfall.com/hs-fs/hub/436921/file-2218216998-pdf/ebook_waterfall_mms.pdf?utm_referrer=http%3A%2F%2Fwww.waterfall.com%2Fblog%2Fwritings-wall-brands-adopting-mms-now%2F

It leads me to wonder why more clients and agencies are not trying similar MMS campaigns here in Australia. Melbourne’s Comedy Festival for example would be perfect for this type of execution. Likewise Sydney’s Fringe Festival, the myriad of food and wine festivals to unlock food “secrets” – the list goes on.

If you are an agency or reseller wanting to send visual MMS campaigns please contact us for more information and rates. We offer the best MMS rates in Australia.

If you are an existing SMS provider looking for wholesale MMS capability to offer your own customers then please get in touch via our contact form.

To request a copy of our MMS API documentation, use our request page here.

If you have any other comments or questions, or would like to share your own successes with MMS or visual marketing, then free to leave a reply in the comment box below.

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MMS and the power of visuals

The power of using imagery and visuals in your marketing and brand communications is well known. The Visual Teaching Alliance (http://visualteachingalliance.com/) gives us some insights into how the brain processes images. They report for example that;

· The brain can see images that last for just 13 milliseconds

· Our eyes can register 36,000 visual images per hour

· Visuals are processed 60,000X faster in the brain than text

Little wonder then, that we see MMS with its ability to include a visual component delivering more effective results than plain text – SMS.

Oleksiy Kuryliak – a Marketing Consultant & Startups Advisor (and Founder of Rioks Intelligent Marketing Solutions) on Techinasia reported, “On average, a MMS message has a 15% higher click through rate, a 20% less likely chance of causing someone to unsubscribe from a messaging list, and MMS content is 4 times more likely to be shared on social media.” https://www.techinasia.com/talk/faq-mmssms-marketing

The growth of media and social platforms like YouTube, Instagram, Snapchat and others can likely be attributed to having an underlying visual element. Other social platforms like Twitter that were once very much text based now include far more visuals in their streams.

This very simple illustration courtesy of the Uberflip blog (source here: https://hub.uberflip.com/blog/show-don-t-tell-here-s-why-your-brand-needs-visual-content) illustrates just how more quickly we can process visual information versus text.

What has greater impact and stimulates your emotions more? Hearing your favourite song on the radio or seeing the video of the same song with all of the artist’s visual cues and emotional reactions? Shift (http://info.shiftelearning.com/blog/bid/350326/Studies-Confirm-the-Power-of-Visuals-in-eLearning) report that visuals cause faster and stronger reactions than words.

It makes sense then that including visuals in your marketing messages (something MMS is very good at) – not only will help to deliver better results, but will also aid with brand recall and motivating customers to take action….all with the power of visuals.

If you are an agency or reseller wanting to send visual MMS campaigns please contact us for more information and rates. We offer the best MMS rates in Australia.

If you are an existing SMS provider looking for wholesale MMS capability to offer your own customers then please get in touch via our contact form.

To request a copy of our MMS API documentation, use our request page here.

If you have any other comments or questions, or would like to share your own successes with MMS or visual marketing, then free to leave a reply in the comment box below.

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Spotlight on MMS for Car Dealerships

An industry which been using SMS for quite some time is the automotive industry – and in particular car dealerships – as a means of helping them sell more cars, increase their lead databases, or for service reminders.

Here is an example from Tatango in the U.S. of a Chevrolet Dealership who used a radio campaign with an SMS call-to-action to increase their leads: https://www.tatango.com/blog/chevrolet-dealership-uses-sms-contests-to-generate-leads/

In this example, the dealership managed to build themselves a sizeable database of 4,000 leads which they could market back to.

In this Canadian automotive SMS case study, Prospect Expert – a bureau service for car dealerships uses SMS to decrease their appointment cancellations. (https://www.textmagic.com/customers/case-studies/prospectexpert/)

By extension MMS can also be used by car dealerships to drive car sales in particular. This Zupps dealership used MMS for their “biggest ever car sale event” to help build hype for their 4 day sales event: http://blog.mobipost.com.au/index.php/2015/10/27/increase-traffic-to-your-event-using-mms-zupps-mt-gravatt-case-study/

The Zupps event turned out to be the most successful event the dealer had hosted that year.

We would encourage more car dealers to use MMS to help promote their sales events. MMS marketing has proven successful for many car dealerships already. It makes sense – purchasing a new car is an emotive experience and imagery has been shown to stimulate areas of the brain which heighten our emotions.

This Lamborghini dealer used MMS too promote their launch event, which lead to the event being oversubscribed on the night: (http://blog.mobipost.com.au/index.php/2016/03/09/save-the-date-for-your-next-event-with-mms-lamborghini-brisbane-case-study/)

Other applications for MMS for car dealerships might be to setup an auto-responder in the car yard where potential buyers can text in a registration number and receive an MMS on their smart phone with a photo of the vehicle, key specs on the car and potentially a sales persons contact details – very useful for late night browsers. Or setup an alert service for used car sales, whereby potential buyers receive MMS alerts of cars that match their criteria.

If you are an agency or reseller wanting to send car dealership MMS campaigns please contact us for more information and rates. We offer the best MMS rates in Australia.

If you are an existing SMS provider looking for wholesale MMS capability to offer your own automotive customers then please get in touch via our contact form.

To request a copy of our MMS API documentation, use our request page here.

If you have any other comments or questions, or would like to share your own successes with MMS in the automotive industry, then free to leave a reply in the comment box below.

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A walk down MMS memory lane

If you are an SMS Provider, Mobile Marketer, or someone who has worked in and around the mobile industry for some time – generally speaking, most of you would have at least some understanding of the SMS Provider market here in Australia.

Some SMS providers who have been around for a long time include Burst SMS (2009), Messagemedia (2000), MessageNet – now Salmat (1995), SMS Broadcast (2005) and SMS Global (2007).

When it comes to MMS however, the history and details around Australian MMS Providers becomes a little sketchier.

With a little help from Archive.org and by doing some research, we can see that SMS Global have been offering MMS messaging since around 2008. Soprano launched its Mobile Enterprise Messaging Suite, or MEMS, in 2006 and we’re not certain whether or not the first version of MEMS included MMS but it certainly does now. Telstra Integrated Messaging (TIM), based on MEMS was launched in 2007 and we understand that the Telstra/Soprano relationship continues to this day. TIM do offer MMS as part of their service offering.

At Thirdscreen, we were offering MMS services since pre-2007. Mobipost, a Bulk MMS messaging platform built by Thirdscreen was launched in 2008 and whilst no longer part of Thirdscreen, Mobipost continues to provide MMS mobile marketing services to this day.

If you look at the history of MMS messaging and marketing in the USA, there has been a very complicated history. MoGreet were one of the very early MMS Providers in the U.S. going back to 2006 and founded by James Citron. At one point, MoGreet claimed to by delivering up to two thirds of all MMS traffic in the United States. Through various acquisitions MoGreet and their derivatives all finally ended up as part of mGage – a major SMS Aggregator.

You can view MMS history in the U.S.A. on the Tatango blog post below. Tatango were founded in 2007 and are a SMS/MMS Provider in the United States. https://www.tatango.com/blog/what-happened-to-mobile-messenger-payvia-mogreet-and-outspoken/

Thirdscreen are now focused solely on the wholesale MMS market.

If you are an agency or reseller wanting to send property MMS campaigns please contact us for more information and rates. To request a copy of our MMS API documentation, use our request page here.

If you would like to contribute to this story with some insights of your own – feel free to do so in the comment box below.

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MMS for Property Marketing

When considering which industries are best suited to Bulk MMS it is hard to overlook the property and real estate sector.

Real estate agencies and property developers spend a lot of money on branding.  They produce copious amounts of marketing material by way of brochures, letter box drops, property cards, magazines and more.  They also have some of the more attractive web sites going around.

It is not hard to see why this industry puts a lot of time and effort into branding and visuals.  Buying property is after all, an emotive experience and nothing motivates a buyer more than visualizing themselves in their new property.  The old saying, “a picture speaks a thousand words” is particular relevant to property marketing.

Sadly, when it comes to motivating consumers to take action, many agencies revert back to using plain text (SMS) marketing.  So for instance, when notifying potential buyers know about a forthcoming auction, or when a property comes on the market that fits the buyer’s profile – many agencies will send out an SMS alert.

By introducing MMS marketing into your property campaign, you can showcase a property in much greater light – by highlighting key features such as the rooms, floor plan, views, interior and exterior.  The money invested into marketing the property in other channels can be re-purposed for MMS which maintains consistent branding across print, digital and mobile.

Our colleagues over at Mobipost worked with an agency to promote off-the-plan apartments for the luxury BARCA Apartments just outside of Brisbane.   MMS marketing messages were sent to clients prompting them to arrange exclusive appointments to inspect the property.

You can view the incredible success of this MMS campaign on the Mobipost blog here.

If you are an agency or reseller wanting to send property MMS campaigns please contact us for more information and rates.  To request a copy of our MMS API documentation, use our request page here.

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