Are You Texting your Audience? If Not, Maybe You Should Be.

One of my favorite things about working in the world of public relations and campaigning is the exposure to a seemingly constant stream of cool new technology and gadgets.

The communications toolkit has dramatically expanded in the past decade or so. Not that long ago, advertising broadcast over the television and radio was about as “high-tech” as messaging got. Advertising would be blasted out over the airwaves, and those that had dug into their pocketbooks had to have a certain degree of blind faith in the idea that a worthwhile chunk of their target audience would be reached.

We live in a very different world today.

The marriage of technology and data analysis has produced a dizzying number of new, highly-targeted messaging options. Today it’s possible to identify specific individuals, craft messaging designed exclusively for their consumption, and then continuously reach them with that message through a myriad of channels in a way that’s measurable and definitive.

With that being said, I’m sure you won’t be surprised to learn that these tools are tremendously powerful, and Resch Strategies would be more than happy to help your business or campaign leverage the latest and greatest in messaging technology.

Let’s focus on just one option for now.  

If you’re reading this it’s safe to assume you own a cell phone, which means you have likely received at least one unsolicited mass text message. You want to know why? Because they work.

Using a short message service (SMS) marketing tool is a great way to successfully reach a target audience. Everyone reaches for their phone when it buzzes. It’s just a fact.   

Messages sent through an SMS marketing tool usually come from an unfamiliar number and they’ll read something like this: “URGENT! Monkey fever is devastating the world’s primate population! Text HAPPYMONKEY to 55555 to make a $10 donation to the Global Monkey Federation”

And while some people may use SMS messaging to help the monkeys, we recently used it to help a client connect with their membership over a crucial legislative issue. In this instance, developments on the legislative front were changing on a daily basis and our client needed a quick and effective way to communicate these updates to a specific set of individuals who were prepared to actively engage on the issue. In this case, it was absolutely the best way to reach a sizable target audience with critical, time-sensitive information.

Our favorite SMS marketing tool is EZtexting. It has an intuitive interface, it’s easy to upload and arrange your contacts and their base package is free.

In our experience, SMS messaging is a highly effective and cost-efficient way to communicate when you have an identified and receptive audience in place. If you think it’s something you should be using, you’re probably right. And if you want to discuss it further, please give us a call. We’d be happy to walk you through the ins and outs of SMS marketing and help implement a texting campaign that suits the needs of your organization.