PR agency: MS&LGroup
Campaign: Mobile Style Club
Duration: January-June 2010
Budget: Less than $50,000
Maurices, a fashion boutique in 700-plus small towns in the US, launched a Facebook page last August, its first foray into social media.
After seeing success with Facebook coupon codes, "we knew we had to expand it," says Lisa Bartlett, assistant VP of marketing. "Our customers - a mom, a college student, a recent grad - lead busy lives. Their cell phone is their life link. From a customer standpoint, mobile felt like a natural progression for our social media efforts."
The PR team created the Mobile Style Club, which provides SMS text messages around style advice, fashion tips, and in-store promotions. "We wanted to create something very meaningful," says Bartlett.
The club was promoted in-store and through private-label credit card statements, as well as on Maurices' Facebook page and its new e-commerce website. To prompt sign-up, customers got a discounted in-store offer.
More than 5,000 customers opted in within the first month, and the club is now growing at 5,000 sign-ups per month.
Maurices tracked how people signed up through keywords. According to Bartlett, most opt-ins were generated in-store (7,000-plus) and from its website (8,600-plus), followed by Facebook (more than 1,500).
David Binkowski, former SVP of word-of-mouth marketing for MS&LGroup, maurices' AOR, says redemption rates for the in-store discount exceeded 100% because of pass-along.
"Mobile coupons have been a big success in terms of driving existing customers to share it with their friends," he explains.
The Mobile Style Club began as a six-month pilot, but now maurices aims to enhance it.
"We are looking at ways through segmentation and real-time communications to make it more of a personal discussion," says Binkowski. l