To add interaction to radio advertisements to push Golf Memberships and build a database of Golfers.
Marketing Mediums used:
SMS to Email
How it worked
A 4 digit SMS call to action was implemented into radio adverts instead of traditional telephone or website information.
Listeners would then be asked to SMS the word GOLF to the 4 digit number for more information on how to avail the offer. Eg SMS Golf to 5269
An automated SMS message was sent back to the listener with full location and contact details and simultaneously the SMS message was converted into an email and delivered to the membership sales team for them to follow up on the initial enquiry SMS.
All data and leads were available online in real-time for the management and sales team to monitor.
This mechanism has also enabled them to be able to allocate which days and timings of their radio spots were the most effective, as well as create a database of Golfers or those interested in membership at the Club for future promotions and marketing initiatives.