SMS, a communication service component of the Global System for Mobile Communications (GSM), is emerging as an efficient way of marketing, say general managers of companies and business establishments in the Kingdom. Customarily, mobile phone users exchange all types of short text messaging to convey greetings on special occasions such as Eid, New Year Day or any other events of personal or family significance. However, of late SMS is fast turning out to be a lucrative marketing technique offering an edge over other modes of advertisements including print and television media or hoardings on the streets. Khaldoun Hayajneh, general manager of Riyadh Marriott Hotel, said the most effective method is to send SMS (short message system) directly to the consumer's inbox that proves to be a good way to increase sales conversion. “We launched our promotional scheme during last Ramadan by sending SMS to some of our 5,000 targeted customers and that gave us tremendous response. Also, at least 10 percent of our customers responded to our SMS and patronized our special Friday brunch,” Hayajneh said. He said his hotel subscribed the SMS service in bulk through a telecommunication company that sends out the promotional advertisement every week-end. “Each SMS, whether in Arabic with 160 characters or in English (70 characters), costs us just seven halala, which is far cheaper when compared to any other mode of advertisement. Besides, the response to such a novel way of marketing is huge,” he said. Earlier, he said, with increasing popularity of Internet, business owners explored new online marketing methods which included sending emails to corporate clients highlighting their new products that would boost their business profitability. Jihad Faour, marketing manager of The Occasion, a leading upscale gift shop that showcases branded crystal and tableware and selective decorative items, said advertising through SMS is both cheap and best. “It (SMS) is better than advertising in any other media,” he said. He said the SMS is proving to be very effective as the short advertisement sent to the targeted clients remains in the inbox offering enough time to read about special offers and discount in his/her leisure time, which gives an edge over advertisements in other media. Leading companies in various fields of business activities including car dealers, electronics, furniture, shopping malls, grocery stores and hospitals are finding SMS, as an easier and effective way of marketing their products and services. “Special offer on Toyota Skoda for a limited period. Please visit our showroom and get the delivery without any down payment, ” reads an SMS sent to the mobile users. Petromin, a leading oil company in its SMS offers 50-liter gasoline free each time motorists change oil at all its centers. A dealer of Samsung TV is advertising through SMS saying a 14-inch laptop is free on purchase of its latest product 46-inch LED TV now available in the market for SR9,639.
