Sandbar USA Text Messaging Case Study
Sandbar is a two acre entertainment complex on the water overlooking
Manhattan, Ellis Island and the Statue of Liberty. A New Jersey
landmark for over 20 years, Sandbar annually leads beer & liquor
sales for the entire state of New Jersey—operating only 6 months out of
Marketing Director, Vid Bahadur, saw the value of wireless
communication when used for direct marketing. He also saw huge growth
potential for the future: powerful marketing tools such as multimedia
messages, including streaming commercial clips. Sandbar decided that
the time was right to start turning their customers into subscribers,
recognizing the potential to then leverage that existing subscriber
base for future projects.
When Sandbar decided to setup a
direct, personalized system to deliver marketing messages to a targeted
group of opt-in subscribers, they partnered with Club Texting.
In order to segment their customer base by demographic, Sandbar chose
four keywords: SPLASH (Fridays) and SALSA (Saturdays) for their general
mailing lists; SANDBAR and BOTTLES for their VIP reservation mailing
Sandbar had an existing phone database of over 10,000 numbers, they
wanted to grow a 100% opt-in texting list from scratch. They kicked off
their campaign at the start of the 2007 season with three mailers:
direct mail, hand delivered fliers, and email messages. The initial
push offered all subscribers free admission, adding that this was the
only way to gain free admission to the club. Within one month, they
amassed 1,500 numbers.
the next few months, Sandbar expanded their texting promotions to
include in-venue signage, radio, online, and all print materials.
Sandbar’s text campaigns often take advantage of circumstances. If they
had surplus supplies, ongoing promotions, or spare capacity, they used
a text messaging campaign to address or exploit the particular
situation. The results have shown that these campaigns were both
effective, and efficient, as they took advantage of available
- Other campaigns included:
ticket giveaways: Announced a sponsored Yankees ticket giveaway during
club nights, selecting one lucky winner the following Monday.
- VIP bottle service for a lucky winner on slower nights
text at 11pm to increase traffic on a rainy Friday night. Offered free
shuttle service from parking lots to venue with text coupon: sent to
1,500 subscribers, 200 people showed up (13% Response Rate).
- In-venue offers: handed out on business cards to push a specific product at a discounted price for text subscribers
Within the first month of using the service, Sandbar collected over
1,500 numbers in total. At the present time, after three months of use,
their text message campaigns now reach over 4,500 subscribers. On
average, subscribers receive 1-2 messages per week.
Sandbar makes a point to give back to their customers, offering something in almost every one of their text blasts.
the first time in its history, Sandbar has been able to run successful
marketing campaigns without printed materials or online support.
Instead they are able to rely exclusively upon the Club Texting system.