WWE wrestles with SMS marketing
Avid wresting fans can add another dimension to their enjoyment with World Wrestling Entertainments(WWE) mobile strategy. Aimed at attracting new viewers and retaining their existing customer base, WWE has managed to pin down SMS marketing.
As early as 2006 WWE recognised the power of mobile marketing and SMS to not only increase their fan base but also generate an additional revenue stream. By late 2008, their mobile strategy was quite comprehensive and beginning to really show the dividends they had been working towards. SMS marketing is a strategy that they will be aggressively pursuing in 2009. One of the strengths behind their SMS marketing campaign success has been the comprehensive market research done. With millions of fans around the world, WWE has managed to attract an average of 7.7 million unique visitors to their website every month. They reach one of the Internet’s most sought after demographical groups – 18-34 year old men and already know that 72% of these visitors own a cell phone and 40% have purchased ringtones for their mobile phones in the last 30 days.
Recognising that more people can be reached through a mobile phone than through the Internet, WWE has targeted their services at over 100 million mobile phone users. What do they offer subscribers to their mobile site? Fans can download original video content, ringtones, wallpapers, text message alerts and conduct mobile voting. Customers can sign up to receive show dates and information via SMS message to their mobile phones and download voice or ringtones of some of the more popular wrestlers. Set your ringtone to the entrance theme tune of Jack Swagger or Kung Fu Naki to get into the swing of things. With an international fan base in the millions, WWE reaches a global audience on a variety of media platforms – television, magazines, the Internet and now through mobile phones and SMS text messages.
Their initial goal was to bring the WWE brand to mobile users around the world and to develop a new revenue stream for the company. This has been highly effective and online advertising including sales to mobile phones now accounts for 20% of their revenue growth. They aggressively drive their SMS marketing campaigns through their existing print, television and internet presence. The recent annual report notes that one of the key strengths of WWE’s business strategy has been the concentration on creating original content for a ‘passionate global fan base’ through innovative marketing techniques. One of these techniques is SMS marketing.
SMS marketing has been proven to be one of the most effective marketing channels available to businesses today; it is measurable and provides a great return on investment as well as being immediate. The reason behind its enormous success lies in the fact that customers opt-in to receive messages from a company, in other words they choose to listen to a marketing message. Not only is SMS a great communications tool, it also through premium-rated services allows virtual direct sales and can generate real-time income by pushing people to buy physical goods and services.
Innovative use of SMS marketing can lead to a range of benefits for any company or organization looking to expand their market presence and make more money in these trying economic times.
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Tags: bulk text messaging, Clickatell, Mobile marketing, SMS, SMS gateway, SMS marketing, text message, text messaging, two-way SMS, WWE
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