Chrysalis Secures Flytxt For Wireless Partnership
Chrysalis has appointed wireless marketing group, Flytxt, to run SMS and online ad campaigns across its Heart and Galaxy stations.
Flytxt wiil work to increase Chrysalis’ existing SMS database by 150% over the coming year, through a range of new initiatives and competitions.
The first campaign, which launches next month, will invite Heart listeners to text a unique code in order to win a holiday. According to Flytxt, valuable demographic data is collected through these competitions, which will provide Heart with a deeper understanding of its listeners.
Chrysalis claims that Heart’s SMS database, which spans London’s Heart 106.2 and 100.7 Heart FM in the West Midlands, now has over 11,000 registered users, while over 33,000 listeners are registered to the Galaxy Network. Flytxt will work to expand these databases via loyalty building, viral promotions and increased wireless marketing activity.
Wireless marketing has become a huge growth area over the past few years, partially due to its high response rates and low execution costs. According to Chrysalis, the ‘Heart Texters’ SMS activity has solicited a response rate that exceeds 35%.
Recent research from Enpocket revealed that an average of 15% of consumers respond to SMS marketing, with this figure rising to around 46% of recipients for the best-performing campaigns (see SMS Is Most Effective Direct Marketing Method).
However, the medium is not without problems, which mostly stem from the intrusive nature of text messages. The IPA recently addressed this area in an attempt to create a cohesive regulatory framework for the industry by introducing a new set of mobile marketing guidelines (see IPA Publishes New Guidelines On Mobile Marketing).
Chrysalis: 020 7221 2213 www.chrysalis.com Flytxt: 020 7293 3000 www.flytxt.com
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