Solution
Through advertising spots, KCCQ and Jiffy Lube gave listeners the chance to win free oil changes for a year. Each listener who entered the contest received a text coupon that included discounts on oil changes, wiper blades, tire rotations and filters.
Results
Approximately half of the listeners who redeemed the mobile coupons were new Jiffy Lube customers. “I like what I’m seeing based on the early results of our text advertising with KCCQ. We’re in our fourth month of HipCricket and so far we’re reaching a new market of consumers that our traditional advertising hasn’t been effective targeting.
"Roughly 50 percent of the respondents have been from new households, and our other advertising methods bring in 20 percent at most. This is based on the tractable text coupons and doesn’t even take into account what the radio commercials create on their own.” - Andrew Storjohann, General Manager of Jiffy Lube, Ames IA.
The measurability of text messaging has given KCCQ a competitive advantage in the marketplace. Kris Barrientos, Account Executive at KCCQ says, “I appreciate the trackability that HipCricket provides my radio campaigns. It allows my client, Jiffy Lube, who has a system of ‘coding’ all their coupons, to see their mobile marketing results, compute ROI, and compare them with their other advertising. Now we have quantifiable data to discuss, something not typical for radio. Thanks HipCricket!”