Mitchells & Butlers Drive up Response

Rates by 300%  

Increasing customer response without increasing your budget is the holy grail for marketing professionals.

Innkeeper’s Lodge, owned by Mitchells & Butlers, have 80 hotel locations across the country and planned a national newspaper advertising campaign promoting their ‘advanced saver’ offer. The Marketing team wanted an immediate response mechanism so customers could request a brochure at the point of interest.

Within 24 hours Rapide set up a shortcode number to use on their advertising with full reporting mechanisms available via a web interface so that Marketing could check the response instantly. The advert was featured in the 'News of the World' which has an outreach to more than 4 million readers . “It trebled our expected response rate for the advert” said a delighted Rob Goodier, Sales and Marketing Manager at Mitchells & Butlers Hotels.

Similarly, when Peugeot launched the new 207, the company was looking for close engagement with the consumer, and deep integration with other channels in order to encourage consumers to interact with the brand.

"It can take three months from a consumer seeing a TV ad to deciding what car they want to buy” says Peugeot Marketing Manager, Kristian Cholmondeley. “With mobile, you can do it in 20 minutes. It’s a fantastic opportunity to catch consumers while they are caught up in the emotion of the TV ad.”

Again, the results were impressive, one in two people who interacted with the campaign ordered a test drive. One in five visited the WAP site, and one in eight ordered a brochure. The average dwell time on the WAP site was 20 pages.

Interestingly, the conversion of a prospect from visiting the WAP site to downloading the JAVA brochure or booking a test drive was around 30% higher than for the Internet. Not surprisingly, Peugeot plans to use mobile as a key element in future launches.