prospect acquisition via sms

Background
Historically retailers have relied on expensive, poorly targeted mass media channels to drive traffic to their stores, media channels used include TV, Press, Radio and non personalized leaflet door drops. As a niche retailer Barbeques Galore had used these channels for over 20 years with varying degrees of success, but in recent times the effectiveness had dropped significantly.

	Objective: To cost effectively build a prospect database of 50,000 highly qualified Australian "Barbequers" within 6 months. This database would be then targeted with exclusive high value offers, directly from Barbeques Galore, via e-mail.

Strategy
Develop a prize draw with high affiliation and appeal to Barbequers.

Develop a simple mechanic to capture prospects details that visit the Barbeques Galore Stores.

Campaign overview
The prize draw offered a money can’t buy experience with Barbeques Galore culinary ambassador Ben O’Donoghue of the lifestyle channel, cooking on your brand new Barbeque for you and 14 mates at your place.

The prize draw was very selectively promoted to target committed "Barbequers", as the focus was on generating a database of high quality prospects over quantity. The points of entry where limited to store visitors, web site visitors and key word search activity on google and overture.

	Results XYZdirect helped BBQ’s Galore to acquire over 50,000 highly qualified prospects. The results of the initial mailings to the database generated response rates amongst the highest we have ever seen, with open rates of 80%, and click through rates, depending on the offer, from 15-45%.