Perhaps SMS is a way to rally and/or promote/provoke the library to users and potential users?
SMS may lack sizzle, but it can deliver the goods if provoking your audience to action is the goal, as Chicago's Shedd Aquarium recently discovered from its summer test campaigns.
To herd visitors to its new Fantasea aquatic show, Shedd Aquarium put a couple of direct-response tactics to the test to see if consumers preferred SMS or web-based calls to action.
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The SMS call to action generated 325% more entries than the web-based call-to-action, making up 52% of the total entries, though it ran in only 25% of the ads.
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To Shedd's assistant marketing director, Jay Geneske, the results show that the "phone is always with you, it's nearby and immediate," even when you're watching TV. Shedd also ran a one-day print campaign in a local paper with a text call-to-action, yielding the highest or near highest number of responses for a single-day print piece, Mr. Geneske said.
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More than 90% of U.S. handsets are SMS-capable, with the number of text messages starting to outpace voice calls in 2007, according to Nielsen.
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