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345% increase in sales with one MMS [Mitre 10 Case Study]

When we look at product promotions for our Retail clients, the overwhelming feedback is the benefit of is immediacy.

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Mitre 10 Diamond Valley, had the same promotion running for a month with one of their suppliers (Makita) and tried two different strategies and compared the results.​

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The first week was purely in store promotion with a trade bulletin send to their Trade Member list and Account Holders and an in store display. This saw relatively slow sales.​

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At the beginning of the second week, they ramped up their marketing and sent out a slideshow MMS. This saw rapid sales and immediate product inquiries.​

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Results

  • 345% increase in sales from week one

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What they did well

  • Database was current
  • Split Testing
  • Measured the results

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Paige, the marketing manager at Mitre 10 Diamond Valley compares the two styles of marketing, in-store and trade bulletin Vs. in-store and MMS; “The major difference between the two types of advertising  was that the MMS was a more direct communication to our customer.”​

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“The Trade bulletin we sent out has a lot of other information as well as the sales promotion but doesn’t receive nearly as much traction as the MMS. We find that the MMS message has higher open rates and that within 5min of sending the MMS tradies started calling the store inquiring about product information or setting aside a product.”​

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“We have also had people coming in-store to show the MMS message to staff to ensure they received the offer.”​

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What does the future hold?

Off the back of this campaign. Mitre 10 Diamond Valley are offering this as a marketing service to companies like Makita as an added service to help them push sales of their products. After communication of this offer they have discussed similar campaigns with other suppliers, which they are hoping to achieve similar successful results.​

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As we are seeing more and more with campaigns like this, the key to success is putting your customer first and ensuring the offer is deemed valuable. With this particular campaign this can be determined by the amount of immediate phone inquiries and also the extremely low number of optouts (not one member of their database unsubscribed!)​

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In the future Mitre 10 Diamond Valley will be using a combined marketing strategy that includes mobile and in particular MMS.​



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