What Second City Taught Me About Marketing
In my free time, I study improv and stand up comedy at Chicago’s Second City Training Center. For a few hours every weekend, I get to play and learn from professionals who make their living making people laugh. I’m humbled knowing that esteemed Second City alumni such as Drew Carey, Steve Carell, Stephen Colbert, and Bill Murray used the very same public restrooms that I use.
Although they’re famous for improvisation, the main stage shows at Second City are scripted. In the third set of each show, the ensemble works in new material. The material that gets laughs is moved earlier in the show, and the flat material is either reworked or discarded.
Relentless experimenting has kept the Second City shows fresh and the audiences coming back for 50 years.
Variety is also important to running a successful Text Marketing campaign.
Don’t keep repeating the same offers or deals, even if they deliver great responses.
Your customers will zone out and will stop paying attention. You’ve got to mix it up.
A great example of spontaneity is a gas station mini-mart that previously only sent messages when the price of gas was changing. They changed their approach and sent a surprise message inviting customers to come in today between 11-2 for a free fountain drink. Just show text.
A message like that will generate excitement and it will get people talking.
Our unlimited text programs give businesses the ability to test messages without spending a penny more.
If you’re using text to drive business on slow days, or move unsold inventory, make sure that you keep it fresh.
If you’d like to see successful text messages that businesses similar to yours send, drop me a line with your business category. I’ll send you some messages that bring customers in.
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