Tactics:
Energetic radio commercials were recorded, which listed the keyword and short code a minimum of two times per ad. After a significant database was built, an offer was pushed that was valuable only to those people genuinely open to purchasing a new or used vehicle. These people were then considered tangible leads for the dealership; each was called and personally invited in for a test drive.

Results:
The dealership generated 4,000 mobile opt-ins. After the double opt-in request, the program created 370 workable leads (9.25%). In addition, because of the targeted use of keywords and planned promotions, Nimnicht dealer group was able to effectively gauge dollars spent on radio, thus allowing them to plan their marketing more efficiently.

What next:
The dealership has now begun to include mobile in their newspaper ads so customers can instantly search their inventory in more depth. Ballyhoo Mobile Marketing created a template in the software so they can update this weekly with ease. Additionally, the dealership is utilizing mobile at their upcoming auto show to stand out from other show participants and capture leads.

Lessons learned:
The more broad a giveaway's reach, the more filtering has to be done.

Surprise finding:
When the value of 370 double opt-in participants specifically interested in the purchase of a new car was analyzed, the ROI for the campaign (even when combined with radio dollars spent) was extremely high.

Executive's name, title and company for response attribution:
David Nies, Chief Executive Officer, Ballyhoo Mobile Marketing, Inc.

Strategy quote from brand executive (with name, title, company, city and state):
“The Nimnicht Family of Dealerships wanted to use mobile to grow a database and reach our customers in the way they communicate. Utilizing mobile has allowed us to build a stronger and deeper brand relationship with potential new customers. As an added bonus, we were able to analyze the strength of our radio partners by judging the mobile response, which has helped us plan our marketing more efficiently.” – Lauren Dozier, Director of Marketing and Advertising, Nimnicht Family of Dealerships

What challenge did mobile address quote (from same executive above):
"Mobile addressed several challenges for us. First, simple SMS helped us build a one-to-one relationship with both current and new customers. It allowed us to communicate with them and actively drive sales. Second, mobile helped us stand out from surrounding dealers; our advertisements stood out, had fresh call-to-action statements, and generated immediate tangible leads. Finally, mobile has helped us monitor our advertising and measure each ad’s effectiveness." – Lauren Dozier, Director of Marketing and Advertising, Nimnicht Family of Dealerships.