Up Against the Wall turns out to be a good marketing ploy

Rating: gimme, gimme, gimme

By Annie Turner

Ping Mobile and exclusive fashion retailer Up Against The Wall claim their initial mobile marketing campaign achieved a an opt-in rate of 63%. Users text in the word “UP” to the short code 74642 and receive an initial discount.

Ping Mobile then sent a follow-up message to each respondent, asking them to reply if they want more texts with offers from Up Against The Wall.

“Our target market is a high-end, fashion conscious consumer who wants to be in-the-know – it’s a very specific audience that expects high value for their money, and so we were looking to find a new way to communicate directly with this specific hip hop-oriented audience, and Ping Mobile provided us with the platform and know-how to launch our first mobile marketing campaign” said Tim Nicholson, Director of Marketing for Up Against The Wall. “The 63% response rate has truly exceeded our initial expectations”

So far fewer (NOT less, please note) than 1% of the opters-in have unsubscribed. This sounds like a well thought out, targeted and executed campaign. The next trick will be to keep the opters in interested through discounts and other incentives.

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