Pyrotec is a leading privately-owned South African provider of innovative product identification solutions. Through its Mobile Interactive division, Pyrotec creates, runs and manages innovative on-pack SMS-based competitions and marketing campaigns for a range of clients.
"SMS is an immensely powerful customer acquisition tool and a key driver of consumer brand engagement. In a country with an almost-100% mobile penetration rate, SMS offers the most effective way of reaching and engaging with a wide consumer base," Beattie says.
Last year, Pyrotec Mobile Interactive ran a Mother's Day campaign for its client Colgate Palmolive for the Sta-Soft product range. Consumers were asked to SMS a unique code found on an on-pack label to a specific SMS number to stand a chance to win a house and an Audi Q5. The response was huge. "We received more than 400,000 entries from more than 200,000 unique consumers. The response was so good that the client extended the campaign period with a month, and the same competition is running again this year," Beattie says.
Out of all entries, 100 random numbers were selected and invited to attend a prize-giving event. "Each person who attended then received a follow-up SMS asking for their postal addresses so that a special thank-you package could be sent to them. The campaign effectively took a consumer from where they purchased the product in-store through multiple points-of-contact via SMS to where 100 of them physically attended the event and received a package in the post. This level of consumer engagement is impossible without a dedicated, fully-integrated channel such as SMS," Beattie explains.
Brands wishing to effectively use SMS as a driver of consumer engagement should keep in mind that all SMS-based communication with consumers must be on an opt-in basis. "It's vitally important that consumers first agree to communicate with the brand, as the Consumer Protection Act specifically states that brands must be able to provide evidence of a consumer's agreement to receive SMS communication from the brand. Also, make sure that the costs associated with entering an SMS-based competition is clearly explained," Beattie warns.
"SMS competitions provide brands with a cost-effective, fully-integrated way of converting a customer's product purchase into ongoing customer interaction. Brands who use SMS effectively as part of their overall product marketing strategy will enjoy increased share-of-mind among consumers, which can translate into increased sales and profits," Beattie concludes.
To find out more about Pyrotec and its Mobile Interactive division, please visit
www.packmedia.co.za