An oft-referenced line from Kevin Costner’s movie Field of Dreams is “If you build it, he will come.” But, as with a lot of things in life … “if you build it, they will come” only applies in the movies.
You need to let people know!
At Pulse Retail Systems, we provide a text-message automation solution. Our newer customers often ask us why their customers aren’t using the service. The simple answer is: they don’t know they can!
Because one of the strategies with our service is that we text-enable your existing landline, often your customers aren’t even aware that texting your business is an option! You need to let people know.
So – how do you do let them know?
Here’s some thoughts to help you get started.
Repetition & reinforcement
Telling people once isn’t enough. Always be looking for ways to reinforce your new capability.
Focused Education
Focus on a specific capability … for example, “Text EVENTS to <your number> to get an updated schedule of upcoming events”. When they text in, send a response that not only includes a link to your content but also encourages them to respond to you … “reply OPTIONS to see a list of self-service items”.
Website
It’s important to highlight this on your website: “CALL or TEXT US at ….” Both on your main page & contact page.
Social Media
Create occasional posts on specific capabilities of your texting platform. Remember to include your text # on your profile page.
Printed collateral
Business cards, brochures and promotional items should all have your texting capability front & centre. We did one event where we had huge QR codes printed on T-Shirts … that’s a different application, but a similar strategy. It worked well!
Incentives
You can distribute coupons and provide notifications re: discounts or promotions via text message. Have people register for these types of notifications. One important thing to recognize is that incentives don’t always need to be financial incentives (like coupons or discounts). Sometimes, a “front-of-the-line” incentive is appropriate; other times simply providing special information is appropriate.
Other strategies that encourage the use of your text-messaging platform:
Product Information – links to special content (especially video) is effective.
Polls – people want to have a voice and express their opinions.
Contests – a really good strategy!
Registrations – effective for events and notifications.
Incentives received via text message can be easily shared with their friends!
Email Campaigns
A special email campaign highlighting your new capability is appropriate.
In all subsequent email campaigns, for your contact information, always include a reference to your text number.
Email Signature
Update your email signature to include recognition of your company’s ability to send and receive texts.
Digital displays / Static Posters
If you use dynamic digital displays in your business, include references to your text-messaging capability in the playlist. Printed posters that can promote your message are effective as well. A display or a tent-card at your reception or check-in desk is an effective strategy.
Voice line / automated attendant greeting
Whether it’s your local extension’s voice mail greeting or an organization’s automated attendant, simply adding a “Did you know that you can send us a text message to this same number?” provides another way to let people know!
Verbal
It’s a matter of training your staff to encourage the use of your business’s texting capability. Often direct conversation will lead to people engaging via text messaging.
Prompt two-way communication is a critical part of a positive customer experience.
Text messaging is a preferred method of communication for many people.
About Pulse Retail Systems
We’ve been providing and managing technology solutions for over 40 years, with an emphasis on text message automation and retail inventory management. We have demonstrated strengths in customer service, automation, and scalable systems.
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