We all know the importance of great customer relations. And in the current economic climate, finding new and cost-effective ways to engage with and cultivate client bases is a key concern for everyone in the leisure industry.

Consumers really are watching every penny; viewing even basics like gym membership as luxuries - with a third of Brits now saying fees are beyond their reach.* That's why more and more companies are turning to mobile messaging services to support their businesses - to communicate directly with these customers and help convert interest into extra, guaranteed sales.

With phones becoming ever more central to all our lives - backed by more reliable and powerful handsets - talking to clients via their mobiles can bring immediate results. Imagine being able to receive targeted discount offers straight to your mobile, for those 'at a loose end moments' over the weekend? Think about the benefits of being able to text about last-minute two-for-one deals? Being accessed via mobiles makes your messages mobile too. They travel with your clients - delivering promotions to them wherever they are. So whether they're away on holiday, on business or just kicking back at home, you can always communicate with a flexibility that works well for international brands too.

A staggering 97.5 per cent of text messages are now read within five seconds and research company, Portico estimates that eight trillion text messages were sent last year alone. And while email promotions languish in an inbox, one in three consumers now say they respond more positively to SMS promotions. Fast and easy to administer, SMS is direct and can bring instant results for all types of spa service providers across the UK.

For an industry that prides itself in putting its customers first, this type of marketing is an ideal choice, offering a range of services to suit all sizes and types of clients and businesses. Bulk-buying means texts are available from as little as 2.4 pence a time, making them affordable for even the smallest company. And getting started couldn't be easier. Using a trusted company like Textlocal makes the process smooth and simple. It only takes ten minutes to register details and the in-house technical team are always on hand to guide businesses through the process.

Darren Daws, Managing Director of Textlocal explains: "Missed appointments are a major source of lost revenue for spas and while telephone reminders take a great deal of time and effort to administer, text updates offer an easier way to give customers a gentle nudge in the right direction.

"Inviting clients to join an 'exclusive mobile club' offers another route for promoting alert services, while an 'opt-in' facility for loyal users, keen to know more about future deals and discounts is another measurable benefit."

As well as seasonal offers geared around peak gifting times like Mother's Day and Valentine's Day, mobile messaging can bring two-for-one or last-minute offers to people's attention, quickly and securely. The service can also be used to offer 'bring a friend' campaigns to build a company's customer base and sales in future, to promote new products and trials and to send personalised messages like special birthday and anniversary deals.

There is plenty of potential for crossover marketing too - linking social media and mobile presence in a cost-effective way. So you might want to consider driving traffic to your website, Facebook or Twitter page from texts or creating messages that refer people to QR codes or email offers.

As the saying goes, the choice is yours. But however you choose to use this versatile, dynamic service, one thing is certain - mobile messaging now has a huge part to play in all our marketing futures. As one of the world's fastest-growing communication channels it's an opportunity no-one can afford to miss. And if you don't capitalise on it soon, your competitors certainly will. So what are you waiting for?

* According to figures from the World Cancer Research Fund