Watch any boxing match or UFC fight and you'll see the power of combinations. One hit after another does more than single shots landed one at a time. This is just as true in the "ring" of SMS advertising. By piggybacking ideas on one another, you increase the impact of each message. Though there is an infinite variety of ways to make this happen, most fall into four categories with different applications.
The most common piggybacking technique, probably because it's the simplest and easiest to implement. You send out a message that teases an upcoming broadcast, then follow up with the teased broadcast. Take these examples:
*At 9 am, your restaurant broadcasts a poll for what your lunch special should be. At 11 am, you broadcast the result, along with a special coupon for everybody who participated.
*Your clothing store broadcasts an announcement of a new clothing line on Monday. Tuesday morning, your second broadcast is a coupon for a discount on that new line.
2. The Callback
You've seen this used by stand-up comics. They tell a joke, then move on with the routine. Ten or even thirty minutes later, they throw out a line that references the earlier joke. It's effective on stage, and will be effective in your SMS. Try one of these callbacks:
*Research the broadcast that had the highest response in the last three weeks. Send out a new message offering a discount for anybody who can bring in and show you that broadcast.
*Give the leadup for a simple joke in a broadcast during one week. The following week, simply broadcast the punch line with no explanation. Those who get it will really get it, and pay more attention to future messages.
3. Brainstorming Seeds
If you're out of ideas for SMS broadcasts, go through your old ones and use them to create new ideas. Bonus points for using only the most popular messages as seeds. Some ways to do this include:
*Copy down five to ten messages. Come up with five to ten expansions on the theme for each.
*Find ways to "reskin" effective messages to keep the structure or concept, but change details to make it feel like a new broadcast.
4. The Countdown
If you do this with only two messages, it's a one-two punch, but you can build excitement for an upcoming event with a series of messages that really pump it up. Consider five to seven leading messages, organized in templates like these:
*A simple date countdown to the event in the vein of "8 Days Until Sale-a-Palooza"
*Broadcast a discount each day for different items related to the upcoming event. These could be thematically linked, or even gear customers might want to accessorize with a new line.
What have been some of your most effective piggybacked SMS ideas? Share with the class by adding a comment. We'd love to hear from you.