Media Life Magazine SMS Promotion overview

 

This from Media Life Magazine (full posting) - with qtags note at bottom which shows you how YOU can capitalize on sms promotions, easily.

According to the Cellular Telecommunications and Internet Association, a wireless trade organization in Washington, D.C.:

-There were 207.9 million wireless subscribers in the U.S. at the end of 2005
-Currently it’s estimated that there are nearly 213 million U.S. subscribers, which represents 69 percent of the total U.S. population
-Subscribers used 1.5 trillion minutes of cellular service in 2005, up 36 percent from 1.1 trillion in 2004.

According to an October 2005 study conducted for Enpocket by Harris Interactive:

-One third of respondents access content (music tracks, mobile internet, ringtones, games, programs, screensavers, television, video clips) on their mobile phones. Use was higher in younger age groups, with 49 percent of 18-34s reporting that they accessed content. Male use was at 36 percent and female at 29 percent.

-Messaging usage came in at a total of 36 percent reporting using SMS text messaging and a total of 21 percent using MMS picture messaging. Text messaging was used by 39 percent of the males and 32 percent of the females and 55 percent of 18-34s. Picture messaging was used by 24 percent of males, 17 percent of females and 32 percent of 18-34s.

Information Alliance, a research group in North Logan, Utah, conducted a 2005 study for Enpocket to measure the impact of event sponsorship on brand recall and affinity. It's findings:

-In terms of recall 50 percent reported unaided recall of event sponsorship while 62 percent reported aided recall of sponsorships.
-Of the respondents who recalled the campaign, 47 percent reported feeling more positive about the brand.
-Additionally, 62 percent said they were more likely to buy the sponsoring product as a result of the campaign.

Respondents attending the sponsored concert could respond to posters, flyers and street teams inviting them to text in the five-digit short code on their cell phones to enter a contest. Winners were notified by cell phone at the event. Half of the participants reported sharing information about the contest with a friend.

Who’s already on cellular phones with text promotions
McDonald’s, Pepsi, Panasonic, Clear Channel, Bravo, and A&E

What they’re saying
“Advertisers are using mobile to make outdoor advertising interactive. If you walked through Times Square right now, there’s an Absolut billboard that invites people to text in a short code to download a free Lenny Kravitz MP3 track. Restaurants invite you to text in for a 99-cent latte, and the coupon is delivered to your phone. A perfume company has a fragrance launch, and you can text in to get a free sample. It takes the analogue form of advertising and makes it actionable and measurable.” – Diana LaGattuta, director of marketing for Enpocket

AND.....qtags note! although Enpocket notes 'lead time for registering a short code and developing creative for a text messaging campaign is six weeks'....an advertiser can use qtags to power a text promotion and have it up & running in 24 hours!  (email us sales@qtags.com to get started)