Irish Company Sends Free Drinks By SMS

by Jason Gorringe, Tax-News.com, London

15 May 2002

An Irish pub operator is using proprietary text messaging software to target its regular customers. Two popular Dublin pubs collected 5,000 'opt-in' mobile numbers from customers in just six months and uses a system developed by Irish company Saadian Technologies to send birthday messages with free drink vouchers.

Manager John McGowan used to send the greetings and vouchers by direct mail, and says he has increased response by 25% while reducing costs by 90% by using the SMS technique. "We typically send out birthday cards to all our regulars offering them a free drink to celebrate," McGowan told ElectricNews.Net..

"This is spot-on, sniper scope, direct marketing, not to mention the fact that it's cheaper," said McGowan. "I am building customer loyalty using this, not just doing general advertising."

Dublin-based Saadian Technologies provides the platform for McGowan's system using its product Business2Mobile. Herbie Ellis, a director with Saadian, says a number of large companies in Ireland are using the firm's technology including Fitzgerald Pubs, Bewley's Hotels, Choice Hotels and Jury's Hotels.

Saadian built Business2Mobile in-house and the company has agreements with both Vodafone and O2 allowing it to deploy services that have access to around 97% of Ireland's mobile phone users. The company employs 13 in Dublin and was established in June 2000.

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