Innovating Fan Engagement Through Text Messaging with TapOnIt
About
One of the top teams in the NBA sought a more direct and authentic way to communicate with their fanbase and gather first-party data in 2022. TapOnIt’s text message marketing platform was the perfect fit for achieving this goal. The unique and tailored nature of their text campaigns has contributed significantly to the team’s efforts to create a community, drive additional sales, and increase brand loyalty.
The Strategy: How They Used Text Messaging
The team launched their text club in April 2022 with an exclusive sweepstakes designed to drive text database growth. Fans who entered to win season tickets were prompted to join the text club. To push the results even further, subscribers could earn additional entries by sharing the giveaway with friends, helping to grow the database organically. This giveaway resulted in a 186% growth in their text database.
Content and Campaigns: What They Are Texting About
The text club saw steady growth during the summer months while ramping up for the basketball season. Once the season schedule was released, their database experienced significant growth. The number one driver of opt-ins during the season was the pop-up on their website.
Building synergy between their text club and online store has played a key role in their text marketing venture. They deploy text campaigns to inform subscribers of new items coming to their store, major sales, pre-order opportunities, and the brand-new Deal of the Week. However, not all of their content is sales-focused. They also promote exciting giveaways, behind-the-scenes looks, team member birthday shoutouts, upcoming events, game schedules, and more.
Results and Impact
The innovative use of text messaging has not only increased the team's text database but also strengthened their fan engagement. By providing timely and relevant content, they have been able to maintain high levels of interest and interaction with their fanbase. This direct communication channel has proven to be an effective tool for driving sales, enhancing fan experience, and fostering a sense of community among fans.
The team's partnership with TapOnIt has demonstrated the power of text message marketing in enhancing fan engagement and driving business goals. The success of their campaigns highlights the importance of personalized and direct communication in today's digital landscape. As they continue to innovate in their marketing strategies, their text club will remain a key component in building lasting relationships with their fans.
The Results From SMS + MMS Marketing
High Click-Through Rates
Click-through rates as high as 28%, with an average click-through rate of 17%
Increased Website Traffic
Text campaigns have driven up to 20% of website traffic in a day for the Clippers
Increased Revenue
Text accounted for up to 20% of orders in a day
Continued Growth
33% average monthly subscriber growth