The following is a guest post by Wes Davenport from Where the Circle Ends.
Hypebot recently touted some impressive stats about text message marketing. Here’s the chart:
Some artists and music marketers shy away from mobile text messaging to engage fans because, done improperly, it can be intrusive and not as cost effective as virtually free email and social media. But they are making a big mistake, particularly if a portion of the audience is under 35. The average 25 to 34 year old texts 20+ times every day and 18 to 34 year olds text a whopping 55 times daily, according to a Pew Study.
I wrote a post asking “Should Texting Really Be a Part of Your Music Marketing?” I researched SMS marketing for musicians to see if my take was off-base, but I didn’t come up with much. So I thought it would be helpful to gather opinions from some of the best minds in music marketing to shed some light on the subject. Here is what they have to say:
Michael Brandvold
Marketing is always evolving, and you have to always be looking at new avenues to get your message out and engage with your fans. No denying that mobile and SMS is on the frontline.
But I think you need to approach SMS carefully. I am sure everyone uses double option when gathering a email address, right?
Well, you have to be very clean about how you acquire your mobile numbers. This could be even more intrusive than email, and if done wrong, you can really turn off a fan.
I personally have no problem getting a text message from someone I know, but if I get a text message from someone I don’t know, that is like getting a telemarketer calling my phone. How the hell did they get my mobile number?
So make sure you know where the numbers on your list come from, that they are verified and want to sent a message. Don’t abuse this; a message everyday is going to turn people off. Messages that only sell are going to turn people off. But at the same time stupid chatter is going to turn people off. If I get a text message at 3 A.M., it better be an emergency, not a band asking me to buy their album.
Sending a text message is not like sending an email. It is going to be seen as more intrusive if done wrong.
Rick Goetz of Musician Coaching
I am a fan of using SMS marketing for artists if it is done within certain parameters. It’s unquestionable that everyone is using text, but I think musicians have to be really careful when interacting with their fans using this medium as it tends to be a much more intimate means of communication (at least in my experience.) As such, SMS marketing is something that, if done too heavy handedly, can really backfire.
I am a huge fan of setting up a Google Voice account and having artists collect email addresses via SMS (and therefore mobile #’s) from stage. Encouraging questions and comments from your fans can be really build your relationship with individual fans.
Having a Google voice account can make sure that an overzealous fan doesn’t start drunk dialing you in the middle of the night or even stalking you. You might think that sounds extreme, but I have worked with artists who have had both scenarios happen to them. Be wary that handing out a number that might appear to be your cell number is a pretty good litmus test for a severe case of the crazies.
Needless to say, I would dead end that Google voice account to voicemail as opposed to having it forwarded to your phone and elect to have messages forwarded to you as a transcribed email so you aren’t too accessible. There has to be SOME mystery– even in the modern age.
SMS is great for collecting information, for one-on-one conversations, and it can even be used for text blasts, although with the later you should be wary about timing. I would keep texts within business hours so as not to be too invasive.
Remember though this is very general advice – if your fan base is like that of Michael Bublé and are in their 50s or older – text might not be as valuable to you. If your fans are teens and tweens – you can probably be much more liberal with text blasts as many younger people never knew a time when we all weren’t available 24/7. If your fan base is late 20’s-40’s, then keep those blasts during business hours. I know I’d find a promotional text invasive on a Sunday night.
Oh and don’t forget– be clever enough in the way you word things so you aren’t just selling yourself like a used car salesman. People are saturated with this type of messaging and it simply doesn’t work anymore.
Jon Ostrow of MicControl
SMS marketing has been a hot topic for some time now, being the center of debate for the marketing community. Some feel that it crosses personal and spam boundaries, meanwhile others feel it is one of the easiest ways to directly target fans using geo-location.
My feeling on SMS marketing for musicians is that it can be a great tool if employed properly, by allowing the artist to get closer and on a more personal level with fans than ever before. But it can also be one of the easiest ways to annoy fans and drive them further away from brand loyalty and making important purchasing decisions.
Unlike email, which has evolved into a destination for all things internet related – messages, notifications, newsletters, confirmations, etc. etc. etc., text messages are a very personal thing. People don’t ever like to be texted by people they don’t know and only want to be texted about things that directly apply to them. If either one of these rules don’t apply, you can be sure it will annoy the hell out of those on the receiving end.
So what does using SMS marketing properly entail?
Plain and simple, SMS marketing should follow these guidelines:
- Should only be employed with fans who have opted-in to the process
- Should always take geo-location into account as to only target meaningful fans who can act on the text
- Should always focus around some sort of call to action. SMS is and always has been a way to communicate, not to broadcast.
Following these guidelines should allow artists to effectively include SMS Marketing as a part of their overall marketing strategy, helping artists to increase direct, personal engagement with fans, building loyalty and a potential for increased revenue along the way.
Bob Baker of The Buzz Factor and Music Promotion Blog
I think indie artists should definitely explore and experiment with using text messages to communicate with fans.
But here’s a creative way to use text during live shows that I hadn’t considered until recently. It came up during an interview I did with a kids music artist named Mr Billy. He performs a lot at schools and public libraries. He noticed over the years that while the kids were engaged in his show, the parents who brought them would check email and Facebook on their phones.
Instead of asking them to stop, he made good use of it. Now he asks all the parents to get out their phones and he gives them his cell phone number. He invites parents to send requests and comments to him during the performance.
He checks the messages in between songs and works them into the show — a birthday greeting, a song dedication, adjusting his stage volume, and more.
Later he sends a text to each person thanking them for attending, and he asks them for permission to add them to his text announcement list.
Now that’s a creative and potentially effective way to engage fans using text. And the good news is, artists of all genres can apply this idea to their live shows (as long as you don’t mind publicly revealing your cell phone number).
Don “Wicked D” Harrison of Network or Die
We actually used text marketing several years ago when I was running an organization called the Baytown Underground.
The bands we managed and promoted used http://www.broadtexter.
Here are a few of my thoughts on SMS Marketing:
- Cheap (or free) and quick way to reach many individuals at the same time.
- Enables personalized communication. Fans perceive text messaging as a much more personal form of contact than other methods.
- Unlike email blasts, which are often ignored, subscribers are more likely to open (and actually read) a text message.
- Gateway to exclusive offers and delivering a “Call to Action.” It’s all about direct to fan on one end and exclusive fan access on the other!
David Hooper of Music Marketing [dot] com
The plus side of SMS is that you’ll reach people wherever they are. The problem is that, with some people getting thousands of messages per month, it’s easy to get lost in the noise. I still suggest using it, but mainly as reinforcement for other notification options, such as postal mail, which stand out better.
Those wanting to really take advantage of the power of mobile phones will be better off going to a site like Elance hiring a programmer to develop a custom app. That gives you a lot more flexibility, like sending a push notification message which can redeemed for access to a show, an after-party, drink ticket, shirt, CD, or other merch.
Or you could have it encourage word-of-mouth by looking at the recipient’s address book for other phones in a certain area code and offering an option for him to send his friends in the area tickets to the show, drink tickets, or just a simple notification.
Have it add the gig to the recipient’s calendar automatically and link the location of the gig to the GPS, so he knows how to get there, than post something to his Facebook wall, so other people know he’s coming.
You’ll have a lot more options.
Chris Bracco of Tight Mix Blog
I’ve always been very weary of marketing via text message. I mean, from a musician’s standpoint, it makes great sense. It provides another direct line of communication to fans, and since not many musicians (or companies, for that matter) are sending marketing messages via text, there is a much greater chance that your message will be read by fans.
From the fan’s standpoint, though, he or she probably does not want to receive marketing messages via text. Many people use texting for very personal and continuous conversation with other humans. If companies start invading this space with marketing messages, people may revert their attention from this medium and choose some other way to type quick messages to their friends and family (e.g. by using a 3rd party app like Kik), or it may become like e-mail where your text can easily get lost in a sea of texts that fans receive from dozens of musicians and companies.
So basically, if I were an active musician I would only consider SMS marketing if my fans were 100% okay with receiving marketing messages from me directly to their mobile phone.
Marco of Behyped
“No one wants to be spammed on a device that’s in their pocket all day.” – Wes Davenport
If ever SMS marketing was to be employed, it would have to be as part of a special campaign; a one off, a breaking event or a secret gig. This I think could be utilised in very exciting ways.
Say for example, rabid fans can supply their number over a secure route online and they could be added to a special list that gets to know of a show before anyone else – who gains exclusive access first. Creating in essence that exclusive club membership we all crave. Then I imagine, a fan would enjoy a very occasional text to let them know of an exclusive they know only a limited number of fans are getting.
I reckon a special case could sweep the floor with it, but as in Wes Davenport’s example with BoomText, this kind of marketing is currently a $69 p/mth service, which just seems way too extortionate for the underground artist.
There is potential to form a one-off exciting event, but can you imagine getting an update everytime an artist publishes a new blog post? That would certainly leave fans with a bitter taste in their mouth.
(Note: Thanks for the shout-out Marco!)
Ian Clifford of Make It In Music
The idea of building a database of fans that you can reach by SMS is a good idea. Any permission based marketing channel that your fans want you to use and have allowed must however be respected.
Since the open rates of SMS messages approaches 100%, you’d better be careful that you don’t abuse it and come off as a spammer.
Hopefully your fans have signed up because they really do want to hear from you and the SMS route has its particular advantages. If you match their mobile number to some location data, then the obvious use is to remind people that there is a show local to them that night or that their local show tickets have gone on sale.
This allows them to be informed but not annoyed. In fact, adroit messaging of local and very time sensitive information can actually feel like your helping your fan not to miss out rather than begging for their attention.
Would I advocate messaging general updates? Only if I felt that my fans were happy to receive the information.
My only direct experience of SMS marketing was with bands signed to major labels before the almost universal adoption of smartphones, and we were very careful not to overdo it. The results were limited and hard to track in terms of successful outcomes – sales or added fans etc.
Since the advent of smartphones, there seems to be an oddity that a ‘push’ message through an app gets nearly the same 100% open rate as an SMS but isn’t seen as spam. There seems to be a disconnect for the average user and they accept in-app messages as part of the deal of having installed an app. This may, of course, change over time and it’s an observation from experience not yet tested with data.
Related MiiM posts:
http://makeitinmusic.
http://makeitinmusic.
Ian Robson of Band Promotion Blog (NWS)
SMS sounds such an old fashioned topic, even twelve years ago when the SMS service providers started sprouting up everywhere, indie bands were a billion miles away from the scene; maybe it was and still is because of the cost? Using an SMS service provider could be excessive for an indie band, costing approximately £25.00 (about $40) for 500 messages, 100 A5 full colour flyers are about the same price and may have more impact? A 2000 subscriber email-shot is free! Or maybe indie bands, who are at the grassroots, are already leading the way forward by using a sophisticated blend of social media like the London rioters did in August 2011? The gangs used Facebook, Twitter and BlackBerry Messenger to orchestrate the devastating riots!
Note: One must not compare SMS marketing with individuals just texting each other!
So, why should musicians use SMS marketing? I believe it is the duty of an indie band to open up and offer as many communication channels as possible and allow their fans to choose how they wish to be contacted. Therefore, it is important that SMS is on the menu, but a band would have to be crackers to keep it as their plat du jour.
Personally, I do not want to receive nauseating text messages from bands spamming me with, “Download Our Awesome New Demo” – I’ll be choosing another dish!
Sandra NicholsMarcy of the Social Jazz
• You can reach your fans any time, day or night and – unlike email addresses that get forgotten or abandoned – you know they’ll get the message.
• Somewhere around 94% of SMS messages are read – a higher percentage than email.
• Because your fans carry their cellphone with them most of the time, you can reach them quickly no matter where they are. If your gig tomorrow hasn’t sold as many tickets as you’d like, you can reach fans almost immediately.
• Because they’ve chosen to give you their cellphone number, your fans are already highly engaged with you so you know they’re actively interested in what you have to say.
• SMS messaging is very personal – make yours friendly and they’re more likely to do what you want them to do. You can remind them of something they might have forgotten – an upcoming gig or EP release.
• You can be spontaneous – it’s a great way of getting engagement with your audience before, during or after a gig and get their reactions then and there.
•You can easily do free stuff – maybe a reduced ticket price to people who show the SMS on the door or quote the code when booking via email. Subscribers expect exclusivity and they’re more likely to tell their friends about the good stuff they get because they subscribe.
• Your fans are more likely to tell their friends or colleagues about your SMS when it appears on their phone – it extends your reach beyond the SMS recipient. Word of mouth is your best advertising tool!
One word of caution – don’t go near SMS messaging unless you can be sure that subscribers who opt-out no longer hear from you … nothing is more annoying than getting messages from someone you no longer want to hear from.
Chris “Seth” Jackson from How To Run A Band
The big question when texting your fans is how personal do you want to be? You could use a service like BroadTexter, Fanbridge, or even Google’s SMS chat feature. Or, you could talk to people at shows and exchange phone numbers.
BroadTexter and Fanbridge make it easy to broadcast a text about your show, but it loses that personal touch. They get some odd number they aren’t familiar with pinging them to come out to a show.
For a fan to give their phone number to you, they are trusting you with something special. Facebook, Twitter, and even email is a level removed and impersonal. In fact, people expect spam to a certain degree on those networks. But a phone number is different.
If you aren’t turned off by giving your fans your phone number, try exchanging numbers and communicating one on one when you are updating them about your show. On Google Docs, create a spreadsheet of the people to contact, their phone numbers, and their city. If your phone allows grouping your contacts, make sure to put fans into the appropriate city.
Then, be personal. It takes more work, but your fans will love you for it
Note: Many thanks to Michael for hosting this post on his site. He always elevates discussion on the music business, so I’m honored for this small project to appear here.
Thank you to all of the contributors as well. I’m incredibly excited to share your collective insight in one place.
Hey Wes and/or Mike 😉
Thanks for including my input. I also really enjoyed reading what everyone else had to say on the subject. Great post and great idea!
Thanks Wes and Mike – great round up and chuffed you included my points.
Our artists collect mobile numbers as a result of a fan purchasing a track, or from them texting in using our short code to get an artists mobile site. As always you have to apply a bit of common sense when using mobile numbers. We allow artists to geo tag numbers by location and therefore it’s a lot more targeted. A combination of email for general updates and SMS for something relevant to the fans location can be a very effective marketing tool. I agree age is an important factor when deciding if you should use SMS in your marketing campaigns. To be honest, if an artist expects to use any of the communication media now at their disposal for just sending random unsolicited messages, it’s not going to have much uptake. Relevance is the key factor in getting fans to listen. Why not sign up to other artists you respect, and see what it’s like to be on the receiving end from a fans point of view.
Excellent advice… see what it is like from the fans point of view. I think so many artists never do this. Buy your own music, cd or download, and see what the experience is like.
This was an amazing article. SMS marketing has grown tremendously over the past few years, and expert music marketers are right in saying that there is a right and wrong way to do it. So those who plan to use it should take into account how to use it properly because bombarding your fans with texts can be annoying and an absolute turn off.
SMS spam is worse than email spam IMO, I immediately distrust anyone who sends SMS spam.