Masterclassing

Just What The Doctor Ordered

David Murphy

The Pharmacy Show, held on 10-11 October 2010 at the NEC, Birmingham, UK, and organised by Closer Still Media, is billed as the UK’s most important Pharmacy Industry event. Closer Still Media reports that this year's show clocked up a record attendance.

The event’s marketing team selected mobile marketing firm mkodo to run an SMS marketing campaign to increase both the number of pre-registrants to the event and the conversion rate of pre-registrants to attendees.

Text messages were sent out three days before the event to remind pre-registrants to attend, and to prompt previous registrants to attend. The previous registrants were asked to respond to register for the 2010 event. Of these, 6 per cent replied ‘Yes’. Closer Still Media reports that 80 per cent of these respondents actually attended the event.

“This is the first time we have used mobile marketing within our communications mix and it has proved itself immediately,” says Closer Still Media’s Lucy Pitt. “Our key aim was to improve the conversation rate of pre-registrants to attendees and this is what we achieved. Working with the professional and expert team at mkodo made the introduction of the mobile channel easy.”

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