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This weeks guest blog feature is from John Ryan of on SMS Mobile Marketing.  Go2mobile are based here at Roselawn House and their knowledge on the subject is second to none.  We hope you enjoy the blog and find it as useful as we did.  Thanks John.

First of all, let me express a sincere “Thank you” to Michelle at Roselawn House for this guest blog opportunity. We here at are a corporate text messaging service provider based in Limerick within the Roselawn House Office Suites.

We are often asked how SMS could improve a business’s sales through mobile marketing. There is not one single answer to this, as SMS mobile marketing can be applied in many variations and under many guises. For example, a hair-salon might use SMS mobile marketing to remind clients of appointments and broadcast vouchers to loyal customers (often called m-Vouchers or m-Coupons) while a boutique may use SMS to invite customers to an evening fashion event related to their latest spring collection. At the end of this post, we have highlighted some mobile marketing links that cover all these aspects.

However, reSMS Mobile Marketinggardless of objective or business sector, an effectively constructed SMS marketing broadcast can be summarised by the following points:
1) Personalise: Always try to personalize the message in some manner, either by automatically inserting a person’s Firstname or by a tailored value token such as the number of loyalty points the customer may have gained.

2) Precise: Always make the SMS relevant; tailor your SMS to the intended targeted distribution group.
3) Prompt: Always include a call to action, a prompt for a user to engage with the message. For example a SMS coupon that the recipient can present instore to claim a discount.

As an example of its scope and diversity; mobile marketing can also be used by non-consumer based businesses. For example, property management firms such as Roselawn House could use mobile marketing services to inform tenants of general news (coffee charity mornings, courier parcels at reception, rent invoice posted, parking changes, scheduled maintenance and so forth). While this does not immediately seem like mobile marketing, it is just that as it is achieves the same objectives as a consumer based campaign, namely:
1) Generating a constant interactive dialogue between each other (business -> consumer /landlord->tenant), sometimes referred to as loyalty or retention.
2) Enforces brand awareness of your product/business name/service by using it as the identifier of the SMS.
3) If notifications are relevant, informative and beneficial it can cause a “sticky” type effect with costumers/tenants.

Due to these myriad of variations, the first query we ask a potential client, and it might seem obvious, regards what their goals/objectives of the mobile marketing campaign/service are. In otherwords, what do they wish to achieve from it. There are 5 broad distinct categories that generally apply to SMS Mobile Marketing type services:
1) Wishing to build a mobile marketing list for future campaigns.
2) Customer retention/loyalty (sending out offers, or m-couSMS Mobile Marketingpons).
3) Enforcing brand awareness (can use the product/business/service name as the mobile sender identifier instead of a generic mobile number; maximum of 11 characters).
4) Generating interest in a new promotion/service.
5) Advertising an event (send out m-Tickets for example).

There are many types of methods that can be used to send SMS for your business’s campaign, but the most frequently used are:
1) Online Group Messaging services (usually after uploading your mobile marketing list).
2) Sending SMS from your regular email accounts (allows you to use your own contacts).
3) Using software such as a CRM (Customer Relationship Management) system; auctioneers frequently use this type of service to automatically send out marketing alerts when specific criteria are matched for a house that is placed on sale.

When creating your campaign, you must ensure that the mobile numbers were opted in, meaning that the recipient actively requested to have further messages sent to him/her. At the end of this post there are links which explain how to do create such mobile lists. It is also imperative that your business always includes an opt-out facility within every broadcasted message.

SMS mobile marketing has proven extremely effective as many surveys show that messages are opened almost immediately. Not only this:

SMS Mobile Marketing1) SMS has been accepted and is used by a wide age range of people.
2) There is national and international extensive and robust network coverage ensuring the message can be delivered.
3) SMS messages are delivered and displayed regardless of the type of phone platforms (a text message can be read on an iPhone as well as a Nokia Lumia or Android based phone).


One final important point, which will be further highlighted by the links at the end of this post, is to control costs by monitoring the length of the SMS (170 characters is considered 2 messages for example) and ensure to use plain standard characters in your SMS so it can be displayed correctly on the majority of phones (sometimes symbols can be mistranslated depending on the phone platform).

As a general text message length guide:
• Up to 160 character length = 1 SMS
• Up to 290 character length = 2 SMS
• Up to 435 character length = 3 SMS
• Up to 580 character length = 4 SMS
• Up to 725 character length = 5 SMS


Some Useful Links:

Mobile Marketing Specific Posts:

Creating a Marketing List:
m-Coupons and m-Tickets Overview:

Using Data Mining to create Effective SMS Marketing Lists:

Relevance of SMS:

Overview of Sending SMS via:

Online Group Services:

Email Accounts:

Examples of Mobile Marketing SMS within Hotels & B&Bs:

Examples of Mobile Marketing SMS within Retailers:


do's and don'ts of starting a businessIn today’s economic climate, we are witnessing many changes in the business world.  One particular trend we have noticed here at Roselawn House is a rising surge in the number of new start-up companies.  Many entrepreneurs are seeing and taking full advantage of the various opportunities out there at the moment and only last week, the government introduced some more incentives in the budget for anyone looking to set up on their own.  Here now, we bring you some of our do’s and don’ts for starting up your own Business.


  • Research demand and once you’ve done do's and don'ts for starting a businessthis, do it some more. We cannot emphasise the importance of knowing your target market. Business plans and marketing plans offer a great structure for analysing the potential market.  There are lots of professionals out there who can offer advice on this as well as many free enterprise agencies, so be sure to avail of any advice on offer.
  • Set yourself clear objectives and goals from the start.
  • Try to build a client base before you start the business. There are some fantastic networking events where you can meet potential customers.  Keep up to date with all local business meetings and events. Knowing what is going on in the business world will be vital so be sure to set aside time for this.
  • Image is everything and first time impressions last. Bear this in mind when your are deciding upon your location of your business. Take into consideration all your costs and look at options like serviced offices if you are starting out. Here at Roselawn House, our clients avail of free parking and wi-fi for example which could be something that could prove to be quite costly.  Choose a location that optimises convenience and costs.
  • Finance is such a huge area that we always recommend getting some form of assistance or advice on.  Research grants and see if there is anything out there that your business could benefit from, in today’s climate, every penny helps.
  • Finally, believe in yourself and your products/service, if you don’t, you can’t expect others to.

do's and don'ts for starting a business

  •     Don’t try to do everything yourself, especially when it comes to areas that you are unfamiliar with.  There are various support agencies and trainers out there who have worked in key areas for years and will be able to offer advice and specialised assistance. Take full advantage of local enterprise support facilities, more often than not, some of the advice they can offer is free.
  • Don’t ignore your competitors.  A competitor analysis will help set the ground work for this but ensure that you maintain and analyse your competitors throughout your business life.
  • Don’t forget to refer back to your business/marketing plan.  You’ve set strategies and goals in place so utilise these and ensure you are staying on track.
  • Don’t underestimate future costs. It is better to overestimate potential costs that you may incur than to be faced with unexpected costs.
  • Don’t ignore trends. If you do, you can bet your competitors wont. Trends in marketing for example are forever changing. You need to find out the best means to communicate with your audience and develop these means throughout time.

So there you have it, some of our top do’s and don’ts for anyone who is thinking of starting their own business.  Remember, there are many institutions and enterprise boards who are there to help as well as lots of individuals who may have been in the same position at some point in time. The information or advice they can offer can be priceless so be sure to listen and implement where needed. Finally, plan, plan and then plan some more.  We cannot emphasise enough the importance of planning so remember “Fail to plan, plan to fail.”

Until next time…

ImageThis week saw the launch of “Limerick Business Week,” a week of business events including workshops, seminars, networking events and one on one mentoring clinic’s. The event celebrates 20 years of the Limerick Enterprise Board supporting Business in Limerick, and we have to say, they put on a fantastic week. 

Commencing from the 30th of September, a range of organisations and venues amalgamated their talents to put together an interesting program for any small businesses or new start-up businesses in the Limerick area. This is an area that we ourselves have witnessed a sporadic growth in over the past year with an influx of passionate and determined entrepreneurs residing in Roselawn House. On behalf of our clients and to gain insight into some of the latest business trends, we checked out some of the events throughout the week and here are some of the highlights and tips we took away from the momentous week. 

Gavin Duffy of Dragons DenTo kick start the week, we attended a fantastic evening featuring guest speaker Gavin Duffy of the series “Dragon’s Den.”  For anyone that doesn’t know Gavin, he is renowned for his diverse portfolio of investments, and more recently, as a dragon on Dragons Den.  Gavin began by offering tips on networking, putting the skills in practice afterwards with a brief networking session.  He then went on to give an empowering speech which I have to say, was a breath of fresh positive air.  Gavin’s “can do”, and “will do” attitude certainly gave food for thought to many budding entrepreneurs which is something we don’t hear enough of in today’s economic climate.  An invigorating start to the week!

The next day, it was over to Dell in Limerick for an event hosted by the Limerick Chambers with a business breakfast themed around “Social Media Trends & Best Practices.” Here, guest speakers Stephen Jio and Krishna De spoke on the topic offering their insights, tips and advice on incorporating social media into your marketing strategies. Dell opened the event giving us an interesting background into the history of Dell in Limerick and their hopes and expectations for the future in Limerick

Image Stephen Jio, Global Online Marketing Manager & Social Media Expert for Dell, then took the stand discussing his role and the importance of social media at Dell.  Stephen exhibited the sheer volume of engagement internally and externally for Dell, emphasising the need for companies of all sizes to establish and maintain a strong social presence.  Image

Next up it was Krishna De.  Krishna De is an award winning communications strategist, commentator and mentor and we can see why. Her captivating talk on social media provided everyone with lots of inspiring ideas for thought provoking and engaging content.  Krishna laid huge emphasis on the impact of visual content, giving examples of social media channels such as pinterest and instagram.  We ourselves have noticed a huge growth in the popularity of visual content & infographics and will certainly be implementing some of these ideas. 

After the talks we received a fantastic tour of Dell where we were guided throughout their premises and innovation hubs. What really stood out for me was the data center as we have a data center here at Roselawn House.  Not being the best when it comes to techy talk, the information was very informative and certainly very much welcomed. 

Roselawn House at Dell Limerick Next up, it was all focus on women in business, where women from all around Limerick gathered for a networking event which took place in the neighbouring Castletroy Park Hotel.  The event, themed ‘Persistence pays… 9 No’s is still a maybe’ featured a networking session and a talk from guest speaker Anne O’Leary.  Anne gave an empowering speech which filled the room with a contagious sense of motivation and inspiration.  Anne is clearly an extremely passionate woman when it comes to business and just to be warned, she doesn’t take the word no lightly.

David Butt The final event we attended for the week was on “Digital Marketing for Micro Business.” Here, David Butt, an award winning Brand Manager and Digital Marketing specialist gave a talk on the various different aspects of digital marketing and its importance in business today. David has an extensive wealth of knowledge when it comes to digital and social media and explained how they can be integrated into marketing campaigns or strategies. This was an extremely informative session and we are really looking forward to putting lots of his ideas into place.  

All in all, it was a fantastic week of events which highlighted the depth of our business expertise and resources within Limerick.  We acquired some great new advice and met some amazing people along the way.  Be sure to check out some of our favourite images from the week throughout our social media pages and watchout over the coming weeks as we put all this new found knowledge to the test!

Until next time,

Michelle Noonan.