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We’ve probably all heard the phrase, “Fish where the fish are.” It’s a popular axiom that speaks to the relevance of time and place. As broadcasters, with the advent of the PPM, immeasurable media choices, and an increasingly mobile society, “fishing where the fish are” is becoming increasingly challenging. Given the explosive adoption of the mobile phone, a comprehensive text messaging solution is one tool that broadcasters and narrowcasters alike can embrace to reach their audience, while creating engagement, generating revenue, driving listening, and reaching their listeners wherever they may be.

According to Nielsen, U.S. mobile subscribers now send and receive more text messages in a month than they make phone calls1. Moreover, over 77% of wireless subscribers pay for text messaging. The cell phone travels with listeners wherever they go. Think about it, when’s the last time you didn’t have your cell phone in your pocket, purse, or bag? This presents a tremendous on-air and off-air engagement opportunity for stations and their advertisers.

By using text messaging, stations can generate NTR through keyword-driven direct response campaigns, mobile couponing, and mobile sponsorships. According to the Mobile Marketing Association, half of all brands are expected to spend between 5% and 25% of their budget on mobile in 2011. Text messaging allows you to get your share of these national and local dollars. You can tag each on-air spot with a mobile keyword, directing listeners to text-in for more information or even a mobile coupon. This creates non-intrusive “advertising on demand” while creating a measurable ROI for the client. Other NTR opportunities include sending targeted text-blasts to members of your opt-in database, thereby putting advertisers into the palm of your listeners hands. Sponsored polls, autoresponders, birthday texts, and contests are among the many other ways to create revenue and value for you and your clients.

From a programming perspective, text messaging is a very effective tool to drive tune-ins, TSL, and for scheduling listening appointments. It’s a vehicle to reach your listeners off-air as well, in their cars and on-the-go, reminding them to turn on your station when it’s time to play a contest, when there’s a guest/celebrity in-studio, or when there’s breaking news coverage. It’s a way to put compelling content into your listeners hands to give them a reason to turn your station on! When listeners are listening to your station, it’s a tool to further engage them to listen longer through mobile polls, text-to-win contests, and interactive voting (Top 5 at 9, Jam it or Slam It, etc.). For spoken word formats, you can use text messaging to conduct topical polls and invite listeners to interact with your hosts by texting comments and questions. It makes listening to the station interactive vs. passive!

We invite you to “fish where the fish are” and leverage a network of over 200 million U.S. texters for your station today!

More information: History of TXT Messaging

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