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SMS/Mobile Marketing Restaurant Presentation
SMS/Mobile Marketing Restaurant Presentation
SMS/Mobile Marketing Restaurant Presentation
SMS/Mobile Marketing Restaurant Presentation
SMS/Mobile Marketing Restaurant Presentation
SMS/Mobile Marketing Restaurant Presentation
SMS/Mobile Marketing Restaurant Presentation
SMS/Mobile Marketing Restaurant Presentation
SMS/Mobile Marketing Restaurant Presentation
SMS/Mobile Marketing Restaurant Presentation
SMS/Mobile Marketing Restaurant Presentation
SMS/Mobile Marketing Restaurant Presentation
SMS/Mobile Marketing Restaurant Presentation
SMS/Mobile Marketing Restaurant Presentation
SMS/Mobile Marketing Restaurant Presentation
SMS/Mobile Marketing Restaurant Presentation
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SMS/Mobile Marketing Restaurant Presentation

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Transcript

  • 1. Restaurant Mobile Marketing Your Audience Lives on Mobile Devices. Your Marketing Can Too.
  • 2. Mobile Tag Opt-in Demo
  • 3. 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
  • 4. 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)
  • 5. 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
  • 6. Steak Restaurant – On the Mobile Web Menu Item Photos Restaurant Info Navigation Menu
  • 7. 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.
  • 8. 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
  • 9. 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
  • 10. Further Discussion Slides
      • Ideas for how to use your mobile marketing capability
      • Marketing Case Study
      • Mobile marketing industry trends
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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.

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