| Chrysalis boosts its wireless marketing effort with Flytxt partnership |
| Friday, 28 February 2003 | |
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Incentive Today: March 2003 - Chrysalis Radio signed up Flytxt to develop the group's wireless marketing strategy across its Heart and Galaxy stations, in a bid to drive loyalty amongst listeners. The initial one-year contract represents the group's decision to up its commitment to marketing via the wireless medium. A core element of Flytxt's brief is to grow the stations existing SMS databases by 150 percent using loyalty building and viral promotions. The 'Heart Texters' club, which launched in November 2002, and Galaxy's 'Text Maniac' database currently have in excess of 11,000 and 33,000 registered users respectively.Ian James, Interactive Director at Chrysalis Radio says: "The wireless medium is a highly effective and cost-efficient way of building loyalty and maintaining relationships amongst our core listeners, 15-35 year olds." Four recruitment campaigns have already been planned for Galaxy this year. Activity kicked off in January when Galaxy 105 listners were offered the chance to win a holiday every day for a month. Listeners texting in a keyword to a five-digit number received a unique code and an invitation to subscribe to the 'Text Maniacs Club', each day a code was announced on-air and the listener with a matching code instantly won a holiday. Meanwhile, a range of exclusive offers have been developed for Heart's 'Texters'. For example, on February 13th a message went out to the database encouraging them to pick up a Valentine's soundtrack free in the Evening Standard's Metro Life magazine. They could text back to win a further CD. The promotions are also designed to collect demographic data to provide the stations with a deeper understanding of their listeners. "We aim to help them use the medium to its full potential, capitalising on our experience and expertise in this sector," says Lars Becker, CEO and co-founder of Flytxt. © Copyright Flytxt Ltd 2006. Unauthorized use of any content constitutes a material breach. |
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