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Lincs FM, UK

Across all the stations in the group, maximum interaction with the listener is encouraged, with numerous competitions taking place continuously. What the group required was a cohesive mobile marketing strategy and technology platform to manage text communications with listeners across the group.

Ensuring the highest level of quality in listener communication was paramount, as this not only keeps listeners actively engaged with the stations, but forms the basis for the stations to make compelling cases to potential advertisers. A key source of commercial income, it is imperative that the group are able to demonstrate to potential advertisers the level of exposure promotional messages receive amongst target demographics, in order to secure advertising sales.

The group were keenly aware that the vast majority of listeners had a mobile phone – what they lacked was an integrated strategy and suitable infrastructure across the group to take advantage of the mobile channel for improving customer interaction and advertising revenue.

Keith Briggs, Director of Operations and Development for Lincs FM Group explains, "We met with Oxygen8 to explore the products and services they provide and see how we could utilise their text messaging platform across our radio stations, with the intention of rolling out Oxygen8 solutions as our standard communications platform across the group."

Oxygen8 Communications implemented a Mobile solution to provide a text messaging service for the station's on-air competitions, encouraging greater interaction with listeners, whilst also improving brand loyalty.

Briggs continues, "The Oxygen8 platform now allows us to interact with listeners and provide them with the opportunity to connect with us in a way we couldn't do before. This service has provided us with additional opportunities for our advertisers as well; we are now able to have bounce backs on promotional text messages allowing our advertisers to monitor the messages they are sending out. The Oxygen8 platform has opened up a new channel for us and our clients to interact with our listeners."

The reporting from the Oxygen8 platform provides statistics on how many listeners are texting in and when. This presents the Lincs FM Group with quantitative data which can be used to evaluate the success of the competitions for example. The Lincs FM Group is then able to use this information in order to plan future competitions and generate the best response rates.

Shane Leahy, Group CEO of Oxygen8 Communications comments, "Introducing advanced mobile interaction capabilities across the radio stations is proving to be extremely effective for Lincs FM. The platform Oxygen8 have provided ensures interactive communication is efficient and effective, and we look forward to continuing our partnership with Lincs FM".

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