It’s the Text Wot Did It

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Brunel Ford  uses SMS marketingI’m a rather reluctant customer of Brunel Ford, the local main Ford dealership. I may be a bit unduly harsh on them but they annoy me. Perhaps it’s because everything seems to cost so much and getting your car serviced is right up there with gutter clearing for fun and exciting ways to spend your money.

They’ve also been a bit useless with their customer communications. When my service was due recently, they sent me a reminder by post which I completely forgot about. Then silence for about five or six months. I was just starting to think about calling them up and begrudgingly booking my car in, when out of the blue, the following SMS Marketing text arrived…

“Dear Mr. Cazalet, We miss you. Give your Ford S-Max some love. As a special offer we will service your car for £99 before the end of February. Please call Brunel Ford on 08442412788 for details on this amazing offer.”

Before I knew it I was through to service reception where they were efficiently offering me several dates along with a pick-up and delivery service. So until that text arrived, I was huffing and puffing, procrastinating and moaning. The effect it had was miraculously instant. It’s a perfect example of how goddamn effective sending a text can be.

The content of the text itself was also pretty persuasive. The personalisation, addressing me by name and using my model, was a smart idea, adding detail to make me feel I’m being talked to directly. They also chose to send a message that was longer than 160 characters. This used 2 text credits but was definitely worth it, allowing them to get the message across in a more relaxed way, with the space to spell out the offer clearly. My only grumble would be that they failed to include an opt out, which they are legally obliged to do; but all round, I’d give them a solid 8/10 for this SMS campaign. 

Unfortunately Brunel didn’t use us for this business SMS campaign but if you’d like to see what our platform can do and how easy it is send a personalised SMS campaign like their’s, please help yourself to a free account. We’ll add some free text credits for testing so you can put us through our paces before you spend anything. Your account will also come with a unsubscribe tool, so that you can allow your customers to get off your list if they want to. 


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