SMS Marketing For Musicians
Credit: Wallows
Credit: Baillie Walsh
SMS marketing has been a hot topic at the Habit Weekly office this week. So for today’s edition, we’re taking a look at some of the most effective ways artists have incorporated text messaging into their marketing campaigns.
Wallows
Ahead of the release of their single ‘Sidelines’, US indie rock band Wallows ran a Call To Listen campaign with the help of Superphone. The band posted a phone number to their social media and encouraged fans to call in. When they did, callers were treated to a preview of the new tune. That call was then followed up with a text message from Wallows, asking if the user would like to hear more. Once they opted in with a simple ‘yes’ response, they were provided with a form to subscribe to more updates from the band. It was a win-win, with Wallows able to collect contact details from their most dedicated fans, and those fans scoring access to exclusive previews in return.
Tim McGraw
To incentivise email and SMS opt-ins, Tim McGraw and his team regularly offer fans the opportunity to win prizes like autographed albums, vinyl records, and more. Not only does signing up put them in the running to win some pretty great prizes, it also gives fans access to a special channel that gives them access to news and content before anyone else.
Whether it’s a new album, music video, or tour date, these fans are amongst the first to hear about the artist’s new updates. Ahead of the release of his song ‘Undivided’, fans received a text that detailed the meaning of the new song, and was linked to an Instagram teaser. They weren’t only treated to exclusive content, they were also encouraged to engage with an already existing post. That message was followed up on release date with an invitation to listen, album art, and a link to the release on streaming platforms.
Subscribers found out about the launch of Tim McGraw’s ‘Here On Earth’ Ultimate Edition before press or other social media followers, they’ve been treated to exclusive sales like a 14% off merch deal on valentines day, and they’ve even received special messages from McGraw and his family over holiday season.
Krewella
American electronic duo Krewella took their SMS marketing a step further, taking an approach that combined automatic messages and personal responses. On a number of occasions, Krewella have shared their number with fans, ditched automated messaging and connected with them personally. The band have also run a number of SMS campaigns for their releases. For their singles ‘Angels Cry’ and ‘Gold Wings’, the duo posted on their social media to encourage fans to text them with a codeword - in return, they got to hear the songs before they were made publicly available.
So why should you be interested in SMS marketing? There’s a few reasons. When compared to email marketing, SMS marketing boasts a more impressive open rate, faster open rates and higher click through rates. SMS marketing can come with a cost, so artists should always weigh that up when considering their own campaign plans.
If there’s a message you want delivered to fans, and you want it delivered quickly, it’s certainly worth considering the trusty old text message.
Related Articles
After competing on American Idol and being signed then dropped, by Sony, Miami-born, Cuban American singer-songwriter Sammy Arriaga has fast become one of the most interesting musicians of the Web3 world.