Jiffy Lube Offers Case Study In Mobile Marketing
Two common myths that I often hear is that mobile marketing is not effective, or that it is not measurable. Neither statement could be farther from the truth. Take, for example, a mobile campaign that agency Kovel/Fuller recently launched for Jiffy Lube. In this campaign, which only targeted the Los Angeles area, a SMS ad was appended to user-requested text messages with messages such as “20 percent off Jiffy Lube Oil Change! Reply JIFFY” or “Save $7 on a Jiffy Lube Oil Change! Reply JL.” So how well did it do?
- The campaign received a 0.2 percent response rate
- 28% of respondents also texted in their ZIP code to receive a list of Jiffy Lubes closest to them.
- More than 200 coupons were redeemed at LA Jiffy Lubes, representing about 10% of respondents.
What is even more noteworthy is the fact that the mobile campaign outperformed a similar web campaign that was launched at the same time. So there you have it. A measurable and effective SMS marketing campaign for everyone to see. Check out the full article for more tips on creating a successful SMS marketing campaign.
Comments
-I am receiving unsolicited text messages from jiffy lube. When I type in stop, I receive a message like “do not understand, Please try again” This Costs me $.40 for their text and my reply
Will you please forward this to Jiffy Lube.
Thank you
-
Stan,
Try responding with ‘Help” to get a list of commands from that SMS marketing agency. Unfortunately, Sundog is not associated with either Jiffy Lube or their agency of record, so I am unable to provide assistance.
This is one thing that marketing agencies need to keep in mind - there should be stop or help instructions with EVERY message so that users are not put in situations like this.
Effective? Maybe. In the short term.
I just received one of their SMS messages and was annoyed enough to check the internet for what they’re doing.
And I’m annoyed enough to leave this note.
Will I remember their brand name? Yes. I’ll remember it enough to never do business with them, and tell anyone who’s thinking about going to Jiffylube not to.
In the long run - in this day and age - companies that send unsolicited SMS’s will probably lose business. The modern consumer is too savvy to put up with it.
Sorry you had a bad experience Brian. Both your post and Stan’s were from the same area, my guess is that the Jiffy Lube in your area is using a different campaign. This campaign, as evident from the date of this blog, took place over a year and a half ago, and was specific to the Los Angelas area. And it is no longer active.
If you are experiencing issues with unsolocited emails, I urge you to contact Jiffy Lube, or their marketing agency of record for this campaign - Kovel/Fuller.
Sundog, as a company, definately knows and understands the ethical and legal ramifications of sending unsolicited emails. Brands who are looking to enter the SMS marketing world need to make sure they do so with an agency that can help them avoid issues like this. :)
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