Archive for the 'Our News' Category

SMS technology gets GMB’s vote

Monday, October 22nd, 2012

Campaigning trade union, GMB, has joined forces with SMS aggregator, Avetio, to ensure it connects with its membership in a targeted and timely way.

Hikes in the cost of postage stamps marked another valid reason for the UK and Irish Republic trade union to fully embrace SMS as a communication channel to talk with its growing membership.

Aside from the return on investment as a lean communications tool in an ever constrained financial market, SMS allows GMB to make its members aware of branch meetings, campaign issues, demonstrations and any urgent announcements that require a rapid response.

The organisation first adopted SMS in its communications strategy in 2005 when it was starting to be taken up by businesses and larger organisations as a succinct, immediate and targeted communications channel. GMB has seen the value in SMS and it is increasingly used within the organisation. It is also cited as a key contributor to the trade union’s membership retention.

Commenting on this issue, Rose Conroy, GMB Communications, said: “Using SMS has certainly helped our contact with members and we’re working with the team at Avetio to ensure we make full use of the technology. GMB is pleased with the results and how easy it is to work with.

“Affordability, speed of communication and response rates are all factors in our investment in SMS and its relevance in a fast moving society, when news increasingly breaks via digital channels.”

Using text communication has had benefits for GMB. Only last year 4,000 GMB members were working for a company that was on the brink of going into administration. By alerting members to this news via SMS, they were immediately made aware of their rights and GMB officers were able to arrange local meetings at members’ convenience, and action taken to secure their positions.

Added Asha Lad, director at Avetio: “We have worked closely with GMB to understand the organisation’s short and long-term requirements. Ascertaining clients’ needs and processes is crucial so we can provide streamlined services to meet specific requirements”

The merits of SMS as a cost effective communications channel is reinforced by Conroy: “We all know that ‘value’ is the nation’s mantra against a backdrop of financial cuts and SMS more than ticks the box when it comes to affordability.”

Although the trade union movement is tapping into the potential offered by SMS, there is still more to do to exploit its benefits. Currently, the technology is primarily used as a means of engaging with staff and stakeholders, but it can also be employed as a valuable marketing and operational tool that can have lasting impact on an organisation’s bottom line.

For more information visit, or contact 0207 1833 148.

Dusk till Dawn is odds-on for continued growth with SMS

Tuesday, June 19th, 2012

Dusk Till Dawn’s growth using Avetio on Poker Channel for Europe

Europe’s largest poker club, Dusk Till Dawn, has seen significant online business growth since its 2006 inception, with SMS driving its marketing activity.

This year SMS aggregator, Avetio, helped Dusk Till Dawn smash existing records for the largest land-based European poker field, pulling in 2,089 entries to its Grand Prix V in January. A key contributor to setting the title and attracting a mass audience of poker enthusiasts was getting the communication right.

“Understanding our customers, their habits and profiles is key” says Nicola Veitch, communications manager at Dusk Till Dawn. She continues: “As casino and poker players are essentially nocturnal and quite impulsive by nature, we only ever send messages after 2pm and no earlier than a day before a specific tournament or event.”

Using SMS, Dusk Till Dawn was able to optimise on the cash re-entry strategy for its Grand Prix V. With a six day window of opportunity for players to re-join, a timely SMS was sent on day two to inform players of this, which saw the cash re-entry rise from 17 to 117 over the five day period – equating to more than seven times the original figure.

Asha Lad, director of Avetio, commented: “SMS provides the opportunity to connect with players in a time-sensitive situation, appealing to a broad customer base. It really delivered at a time when other communication wouldn’t have had the impact to spur an immediate response.”

The club employs SMS as part of a weekly mix of email updates and social media to connect with its database of 45,000 players. It has seen tangible results from consistent use of SMS for tournament activity. Using Avetio’s delivery reporting system, the club is able to connect with players in a meaningful and timely way.

Lad added: “Data cleansing is also vital and Dusk Till Dawn employs the ‘three strike rule’ to cleanse mobile numbers and make sure they’re communicating with the right people at the right time. The team constantly monitors messages and feedback from customers to ensure the content is engaging and there is a compelling call to action.”

Taking time to really know the customer, what drives their decisions and what turns them on and off is core to a successful campaign. As a result of observing and evaluating, the team at Dusk Till Dawn knows it takes a careful balance of being informative and interesting without heading into ‘over sell’ territory, to initiate a response.

Veitch commented: “We’ve also seen the detrimental effect of over communication. If we bombard our customers with too much detail about forthcoming events they get ‘information fatigue.’ It’s far more beneficial to drip-feed information in bite size pieces to make it digestible and useful.”

Mobile boom

Wednesday, May 30th, 2012

Catch Avetio’s comments about the need for companies to get on top of their mobile strategy

Communications and data specialists warn that companies who neglect integrating mobile development into their brands and services do so at their peril

With more than 80 million mobile users in the UK, we are fast becoming a nation of thumb crunchers. And it seems many businesses, including franchises, are becoming aware of the importance of investing in mobile technology, but not fast enough for some.

SMS specialist, Avetio is urging SMEs to effectively incorporate the rich diversity of mobile technology available into their marketing campaigns.

Avetio maintains that, while many businesses are thinking mobile in their campaign strategies, some aren’t necessarily embracing the rich mix of mobile channels to create compelling and engaging campaigns.

Asha Lad, director of global SMS aggregator at Avetio commented: “We are fast becoming a ‘hyper-connected’ society and the number of mobile devices is only going to grow. Mobile technologies shouldn’t be used discretelybut in an integrated way to create a more fulfilling customer experience. Mobile should be embedded in marketing channels in sophisticated ways to appeal to consumers in specific moments as part of a much more holistic approach.”

Is Txtspk accepted in business as language evolves?

Thursday, May 24th, 2012

See our article in OnRec about TxtSpk..

At a time when David Cameron has received criticism for misuse of text acronym, LOL, the spotlight has been on the changing face of the English language, given the global impact of SMS.

The SMS format imposes restrictions on content, forcing the user to adapt language and edit to ensure brevity.

This growing culture of abbreviation has been observed by global SMS aggregator, Avetio. The company has witnessed significant use of text speak by businesses when dealing with opt-out requests, using phrases such as ‘2opt out’ or ‘2stop rply’ or even ‘stopavetio’.

This ‘normalisation’ of text as it creeps into daily communications is evident in exam papers, CVs and increasingly apparent in the workplace. The acronym FYI, which was formerly the realm of hacker slang and noticeboards, is now widely accepted in the context of business.

Commenting on the use of text abbreviation, Asha Lad, director of Avetio, said: “The inclusion of acronyms like OMG, LOL and FYI are now recognised in the Oxford English Dictionary, which is an indication of their acceptance in everyday language.

“We’re certainly seeing increasing evidence of text speak in client communications, suggesting a shift in formality in language. It was born out of utility and though it can be criticised as colloquial, it can certainly add context and an indication of tone.”

Where emails can sometimes be misinterpreted, the addition of emoticons or hashtags in social media give an indication of irony or humour, which can soften communications and make them less likely to be misconstrued.

Lad added: “Those who are fully conversant with the internet and social media make up an increasing percentage of the workforce, so there is no surprise that language is evolving as a result. Striking a balance is important so mutual understanding is achieved to bridge the gap between generations. ”

Marketeers Should think ‘integrated’ – Integrating Mobile To Create Compelling Campaigns

Tuesday, May 15th, 2012

We’re in Business Matters Magazine-

With more than 80 million UK mobile subscribers, we are fast becoming a nation of thumb crunchers. However, is the rich diversity of mobile technology available being effectively incorporated in marketing campaigns?

Research suggests that consumers in their 20s look at more than 20 different types of media per hour, in frenzied interactions with both small and large screens, from film to TV, tablet, smartphone and back again.

SMS specialist, Avetio, maintains that, while marketeers are thinking mobile in their campaign strategies, some aren’t necessarily embracing the rich mix of mobile channels to create compelling and engaging campaigns.

Integration is key and the choice of mobile channels should be identified based on research into customer user journeys. Mobile can be used in different areas of the business and the most informed decisions on channel usage are made on a case by case basis dependent on the business or campaign in question.

Asha Lad, director of global SMS aggregator, Avetio, commented: “We are fast becoming a ‘hyper-connected’ society and the number of mobile devices is only going to grow.

“Mobile technologies shouldn’t be used discretely but in an integrated way to create a more fulfilling customer experience. Mobile should be embedded in marketing channels in sophisticated ways to appeal to consumers in specific moments as part of a much more holistic approach.”

While mobile technologies are increasingly being embraced in marketing campaigns, there is still disparity in budget allocation, particularly compared with more traditional marketing channels. Investment in mobile lags behind, and only accounts for approximately 1 per cent of marketing spend, compared to how much time users are interacting with mobile*.

Switched on marketeers will see they can make budgets work harder if they allocate them to a carefully considered blend of mobile channels. The market is evolving all the time so many marketeers are strategising and can be reticent about allocating budget to a mix of mobile channels.

Lad adds: “While it’s important to research and consider the relevant channels for each campaign, if marketing professionals fail to invest across multiple mobile channels, their campaigns may not achieve their full potential. Testing is also essential and it’s not always possible to get it right first time, but with careful research into each campaign or business proposition, the results can be powerful.”

Taxi firm is ‘streets’ ahead thanks to SMS

Friday, April 20th, 2012

Leicester based taxi firm, Street Cars, recorded a 20 per cent increase in its customer base using SMS to drive awareness.

Street Cars opted to trial a new means of communication, working with SMS specialist, Avetio, to complement the industry-favoured marketing method of promotional leaflets and cards.

While text messaging is used by some firms to notify customers of taxi dispatch, few taxi companies have embraced its marketing merits.

Managing director of Street Cars, Harvey Dodd, is entrepreneurially minded and constantly reviews industry developments to consider new innovations he can bring to continue to enhance the business.

Commenting on the decision to incorporate SMS technology, he said: “We wanted to consider new ways of working to talk to our customers more directly and engage with them in a more meaningful way.

“While printed literature has its place, it made sense to allocate a significant percentage of our marketing budget to text as such an instant and targeted way of communicating. Most people own a mobile phone and sometimes booking a taxi is something people do at short notice, so having our number stored in their phone makes it really simple to get in touch.”

Street Cars works with SMS provider, Avetio – a global company which rebranded earlier this year and is fast increasing its market share, operating across a diverse sector range.

Commenting on the use of SMS in the taxi industry, director of Avetio, Asha Lad, said: “While some taxi business owners may feel overwhelmed by the idea of using new technology, Harvey and the team at Street cars soon realised that it was simple to access and the results were imminent.

“It’s essential businesses can incorporate SMS into their daily lives without any hassles or IT issues to overcome. Any obstacles to trying new ways of working are a real turn-off for businesses, so communicating product efficiency and accessibility is really important for us.”

The SMS platform Street Cars uses is compatible with the firm’s existing call log system. It has been specifically developed to work with all taxi systems, including Mercury, Cabmaster, Autocab and Cordic.

With read-rates of 94 per cent, SMS technology compares incredibly favourably against printed marketing literature and is also more cost effective. Instant delivery of messages also translates into business success. Harvey sent his first text message using the Avetio platform on a Saturday afternoon and in the same evening he saw a 20 per cent increase in customer calls.

Harvey added: “We sent the first message in the afternoon advising people to save our number in their mobile and in the same day we received a significant influx of calls.

“We were able to use what’s called a ‘sender ID’ which meant people could see their text messages came from Street Cars and as a recognised and trusted source. We could immediately log new customers on our secure system. It sounds like a cliché but we really weren’t expecting the phones to go mad as quickly as they did.”

Street Cars is now using SMS as part of its on-going communication strategies, having recognised its value to the business. Harvey also sees that, not only is it more targeted and effective, but it is a ‘greener’ way of working.

For more information visit, or contact 0207 1833 148.