How Restaurants are Utilizing Text Message Marketing
Restaurant text message marketing has been the fastest growing market segment using mobile marketing the past 2 years. It is a natural fit as a marketing tool to create a list of customers and marketing to those customers. Restaurants have been hit hard during this recession and advertising budgets have been slashed. Turning to text marketing is a natural progression as the costs are so minimal compared to tradition advertising such as direct mail, print, radio and television.
How text message marketing works is very simple:
1) Customers text your KEYWORD to our shortcode 83936
2) An auto reply message is sent back instantly with an initial offer
3) Customer’s phone number is added to your database automatically
4) Your list continues to grow every day
5) Send timely and relevant offers to your list to drive new sales
Case Studies:
- Hooter’s used text message marketing integrated with television commercials that resulted in a 32% increase in sales during the commercial run.
- Pizza Hut’s in the Pittsburgh area ran a text-2-win offer integrated with television commercials to win free pizza for a year. They were able to gain 12,000 opt-in subscribers in just two weeks.
- Guiness ran a text-2-win mobile marketing campaign that had over 62,000 people text in to win.
- McDonald’s used text marketing to launch the new McCafe Mocha Iced and Hot beverages by giving customers coupons via auto reply for free drinks on Monday’s to increase customer frequency.
- KFC added 6,000 mobile subscribers for a new loyalty program that achieved a 13% redemption rate in the first month alone.
- Qdoba uses text marketing to target the 18-29 year old demographic. They have been averaging a 16% redemption rate on their text campaign offers.
- Vitamin Water has been letting customer’s text in using SMS marketing and auto-replying with coupons to use at time of purchase.
Leverage restaurant text marketing to market to your customers continues to grow each month for restaurants. You as an independent restaurant owner can achieve these same results in a short period by rewarding your customers with offers that they want to receive. Everyone is looking for a deal these days. You don’t have to compete with your competition in the off-line advertising mediums when you can build a list of your best customers and market to them with no distractions from your competition.
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Garret Harbus7:12 am on August 12th, 2010
Businesses are starting to realize the benefits of new media and that’s a good thing. Using mobile or internet marketing can also help you target more younger audiences.
Gia12:27 am on August 13th, 2010
Great facts, thanks for sharing! With the advent of social platform these days, text messaging had risen to the top when we speak of potential marketing success pyramid. With the right mindset and campaign execution, it can get you results faster than any Social Media channel. The possibilities are endless!