SMS/Mobile Marketing Restaurant Presentation

Restaurant Mobile Marketing Your Audience Lives on Mobile Devices. Your Marketing Can Too.

Mobile Tag Opt-in Demo

What is Mobile Marketing
Mobile-friendly web pages for iPhones, Blackberries, G1s and flip phones
Register consumers to receive special offers and alerts via text message
Promote special events, discounts, updates and more
Build your customer list, engage them and drive traffic to your door

Mobile Consumer Trends
People are making cell phones a part of their everyday lives.
86 % of the US population (13+) own a mobile device (m:metrics Aug 2007)
39% of Adult cell phone subscribers use the Mobile Internet (Kelsey Group Oct 2008)
30% of all consumers were interested in receiving permission based mobile coupon services. (Juniper Research in MMA industry review May 2008)
While 18-35 year old demographic is by far the heaviest users of text messaging and Mobile Internet browsing, older demographic users are rapidly becoming heavy users:
Age 35 - 44: Average 236 text messages per month (more text messages than phone calls)
Age 45 - 54: Average 128 text messages per month (Average text message usage - Nielsen Mobile 2008)

Restaurant - On the Mobile Web The mobile screen is tiny compared to PC monitors, plus mobile users expect a different style of info and mobile-friendly navigation Live Demo: Text “ steak special” to 77950 Your mobile-friendly web pages http://www.restaurantexample.info Clicking the link in the text message will bring you to... Text messaging and mobile-friendly web pages work together to extend the effectiveness of your advertising

Steak Restaurant – On the Mobile Web Menu Item Photos Restaurant Info Navigation Menu

Optimized for Web and Mobile Search Web & Mobile Search Engines PC Landing Page Mobile Landing Page Even if you aren't actively conducting mobile marketing, people are trying to get to your web site via their mobile phones.

Restaurant Live Text Demos
Try These Live Text Demos From Your Phone:
Text “ steak events ” to 77950 for upcoming events
Text “ steak join ” to 77950 to join the text-only club. Get offers, alerts and specials right to your phone
Text “ steak special ” to 77950 for a free dessert

Why Mobile Marketing
Build a more valuable opt-in database
Use Text Response Codes (Mobile Tagging – see examples) in advertising and customer correspondence
Drive customer engagement
Send opt-in prospects advance notice and same-day text alerts of new offers or events.
Extend the value of offline and online marketing, promotional email and word of mouth
Make promotions, events, info and special offers viewable on all cell phones and smartphones

Further Discussion Slides
Ideas for how to use your mobile marketing capability
Marketing Case Study
Mobile marketing industry trends

What do customers need to know when they’re out?
Text TONIGHT for tonight’s event
Text SATURDAY for Saturday’s event
Text SPECIALS for dinner specials
Text DRINKS for drinks specials
Text PARK for where to park
Text DIRECTIONS for how to get here
Text HOURS for restaurant hours

What Can I Offer on My Mobile Website?
Contact Information
Click to Call
Directions/Map
Schedule & Hours
Full Menu
Menu Updates
Parking Information
Private Events Information
Payment Options
Photos

How Can I Use Text Message Alerts to Drive Traffic?
Holiday Promotions
Dining Days
Seasonal Cocktails
New Menu Items
Dinner Specials
VIP Events
Birthday Specials
Anniversary Specials

Marketing Case Study “ These new forms of digital marketing via email and especially SMS have really impressed us out of the gate, and shown us a clear path to offset declining response rates and poor ROI in some of our other forms of advertising,” “We have been most surprised with the revenue generated from a simple 160-character text message with a sale offer. No doubt about it, this has been a game-changer for us,” Mr. Malouf continued. “With two simple SMS campaigns, we’ve generated over $100,000 in new business."
Goal: To test expanding Ashley Furniture’s marketing reach to mobile users and put on a four-day “secret sale” to be announced only by SMS and email messaging.
Result: SMS text recipients generated almost 8X more revenue per recipient than the email recipients

Preparation
Building the SMS Opt-In List - Total SMS Opt-Ins acquired during this period: 6,000
Free Gas Giveaway – Consumers were prompted to text GAS and DRIVE to a short code
$500 Shopping Spree – With this campaign, the company also gathered demographic information on its customers, adding to the database of people who ultimately received the Secret Sale coupons.

Deployment
Four-Day Secret Sale - Not enhanced by any other coinciding media announcements
34,743 permission-based messages sent out
28,743 emails
6,000 SMS messages
Messages included digital coupons for furniture, accessories and mattresses

Results
28,743 emails yielded $53,022 in revenues - $1.84 per email recipient
6,000 SMS messages yielded nearly $86,000 in revenues - $14.33 per SMS recipient

Mobile Marketing Watch 2007 Campaign tools provided by Mobile Storm

Ad Agency Trends
Percent of agencies planning spending increases*
Online 67%
Mobile 50%
Cable TV 27%
Magazines 18%
Broadcast TV 13%
Newspapers 8%
*Advertising Age survey Nov 2008

Market Trends: Mobile Content Publishing
Mobile Internet has reached a critical mass as a marketing medium
An $8 billion mobile content publishing market is forming which is the "mobile equivalent" of the current web.

SMS/Mobile Marketing Restaurant Presentation

by Seth Goldstein on May 13, 2009

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