By Moses Leos III.
The text-messaging phenomenon is spilling into the marketing side of businesses.
A 2013 Pew Research Center survey shows that 91 percent of Americans own a cellular device, up from 64 percent in 2004.
Smaller companies are now trying to take advantage of the burgeoning trend. Local company Tap-Tap Direct is one of many groups that help small business tap into the cell phone using audience.
Wayne Costin, co-owner of Tap-Tap Direct in Buda, says companies like his present precoded, accessible ways for businesses to set up communication strategies via mobile devices.
The end result is to help small businesses rival larger firms.
“It helps the local (businesses) compete on a major level,” Costin said. “The little guys can compete in the same realm as the big guys.”
It begins when someone texts a company or business to provide them with information. From that point, businesses blast information out to their constituents via short message service (SMS).
Costin said services like Tap-Tap help a variety of clients. He said it assists businesses with providing a green, paperless way to disperse coupons and discounts.
It also assists other professionals, as doctors can use it to remind patients of appointments, and schools and churches can easily provide necessary information to students or parishioners.
But with so many similar businesses, Tap-Tap must distinguish itself from the herd. The firm does so through accessibility.
Costin says the company’s locale in the Austin area helps them respond to any issues.
“We offer a quick response if a problem occurs,” Costin said. “Personal service is huge.”
In addition, they claim to make the process easy to use, with little computer experience necessary.
One of Tap-Tap’s clients, Shivang Naik, owner of Cici’s Pizza in Kyle, affirmed the ease of the system.
Naik, who has used the text-marketing system for about a year, says the service is “seamless.”
The ease stems from Tap-Tap’s templates, which allow users to place pictures or information to forward to customers.
The result is promoting the CiCi’s brand, along with providing coupons and discounts. He said the initial rollout of the system had the pizza chain promote the service, placing the text-number and Quick Response (QR) Codes on napkin holders. He also gave away free drinks to those who signed up for the service.
“It allows us to stay competitive with other pizza restaurants [in the area],” Naik said.
Within the first six months, he said 500-600 people signed up.
Naik said customers were on board with the service, as it also allows clients to opt out by re-texting the direct marking company.
“You stop getting information when you want to,” he said. “It’s a simple procedure.”
Naik said the company will invest in tracking how many people it gains and loses on a more consistent basis.
Most of all, using a service like Tap-Tap Direct gives Naik the chance to expand CiCi’s visibility.
“It’s part of our marketing mix, and it generates awareness,” Naik said.
