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Background
Reaching over 15.1 million Australians, News Corp comprises newspapers and publications covering six major capital cities.
Summary
Reaching over 15.1 million Australians, News Corp comprises newspapers and publications covering six major capital cities.
Challenges
  • Convert reader interest from major Sunday-press competition into marketable database
  • Directly influence retaining sales during first month of 25% price increase
Solutions
  • 4-week SMS marketing promotion across 5 states
  • Subscription deal for opted-in consumers
  • Outbound marketing emails and weekly reminders
Outcome
  • Built engaged opt-in database
  • 200% database growth over 4 weeks
  • News Corp’s most successful SMS promotion

The Challenge

News Corp wanted to convert reader interest in a major Sunday-press competition into a marketable database and directly influence retaining newspaper sales during the first month of its 25% price increase. The campaign was measured via how many opted-in consumers and subscription customers were gained.

The Situation

News Corp print brands ran a four-week promotion across five states offering prizes each minute during valid times. Entry was possible only after viewing the specific competition details inside participating Sunday papers on valid days.

The Solution

Daily keywords were published each Sunday across the campaign, unique for each participating Sunday paper to allow for readers to validate their entry via SMS (and online, managed by a third party). Readers who opted in via SMS to be offered a subscription deal and receive notifications on future newspaper competitions were provided an additional exclusive prize opportunity. Outbound marketing emails notified these readers of the subscriptions offer and provided weekly reminders of the coming competitions days across the course of the promotion.

The Result

This campaign delivered News Corp’s most successful national SMS promotion in years and established an engaged opt-in database. After an initial spike, SMS entries grew weekly across the campaign while 71% of all entries originated from unique readers. Of these unique readers, 30% opted in to the marketing database. This database grew by 200% over the four-week period, with approximately 40% of weekly repeat entrants purchasing their Sunday paper and entering following receipt of email competition reminders.

To learn more about Salmat's competition and SMS service and how to increase conversions, contact us today on 1300 725 628. 

We worked closely with Salmat and our promotional agency, One Partners, to create a campaign that was not only appealing to our readers, but EASY for them to participate in. The Salmat Digital team ensured that our entry mechanics, data collection and immediate use of this data, week on week, was a smooth and seamless process. Our readers were fully engaged throughout the promotion, from SMS scripts to emails, each possible touch point was fully considered. The entry results and subsequent opt-in levels speak for themselves. We would not hesitate to use them again in future (as we already are). We consider them part of our team! (Oct 2013)

Amanda Connor, National Retail Marketing Activations Manager