2. Waterfall
Mobile
and
the
Msgme
Platform
Waterfall
Mobile
๏ Founded
August
2005
๏ Offices
in
SFO
(HQ),
NYC
&
Aus=n
๏ Backed
by
Vista
Equity
Partners
๏ Cross-‐channel
mobile
&
social
CRM
via
SMS,
MMS,
QR
Codes,
IVR,
Facebook
&
TwiRer
๏ Free
trial:
www.waterfall.com
๏ API
suite:
apidocs.waterfall.com
๏ Custom
applica=on
development
๏ Short
code
provisioning,
cer=fica=on
&
audit
management
4. Mobile
Marke,ng
for
QSRs:
1. Mobile
Industry
2. QSR
No,on
of
Value
3. Case
Studies
4. Opportuni,es
5. Takeaways
Objectives
For
Today’s
Webinar
5. Growth
of
Digital
Marketing
in
the
U.S.
2011 2012 2013 2014 2015 2016
$8,237
$7,057
$5,697
$4,238
$2,777
$1,652
$4,995
$4,217
$3,453
$2,760
$2,119
$1,590
$2,468$2,262$2,066$1,875$1,694$1,510
Email
marke,ng
Social
media
marke,ng
Mobile
marke,ng
$3,242
$4,896
$6,998
$9,150
$11,274
$13,232 32%
10%
26%
38%
CAGR
Source:
Forrester,
2011
U.S.
Mobile,
Social
&
Email
Market
Value
($s
in
millions)
7. Mobile
Marke,ng
for
QSRs:
1. Mobile
Industry
2. QSR
No'on
of
Value
3. Case
Studies
4. Opportuni,es
5. Takeaways
Objectives
For
Today’s
Webinar
8. Reasons
For
Visiting
QSRs
Save
Money
45% Save
Time
55%
“I
visit
fast
food
restaurants
primarily
because
they
____”
Source:
Technomic,
2011
9. Favorite
QSR
Promotions
Buy
one,
get
one
free
Set
promotional
price
Combo
meal
for
set
price
Add
a
side
for
$1
Free
appetizer/dessert
w/
entree
Free
food/beverage
giveaway 64%
66%
71%
77%
82%
92%
“How
appealing
are
each
of
the
following
promo'ons?”
Source:
Technomic,
2011
10. Negative
Experiences
at
QSRs
QSR Restaurant
18%
12%
18%
12%
14%42%
24%
14%
19%18%
“My
most
recent
nega've
experience
was
caused
by___”
Source:
Technomic,
2011
Staff
was
rude
Too
long
to
order
Order
taken
incorrectly
Other
Food
took
too
long
Staff
not
knowledgeable
11. QSR
Notion
of
Value
QSR
marketers
need
to
deliver
not
just
cost
savings,
but
a
mashup
of
convenience,
,me-‐savings,
speed
of
service
and
low
prices
Americans
within
arms
reach
of
their
mobile
phone
24/7
Morgan
Stanley,
2011
12. Mobile
Marke,ng
for
QSRs:
1. Mobile
Industry
2. QSR
No,on
of
Value
3. Case
Studies
4. Opportuni,es
5. Takeaways
Objectives
For
Today’s
Webinar
17. Takeaways:
Burger
King
Airport
Proximity
Campaign
Takeaways
...
Do
• Consider
audience
and
audience
demographic
for
proximity
mobile
marke,ng
Don’t
• Limit
calls
to
ac,on
to
a
single
engagement
channel
20. Qdoba
Free
Taco
For
An
Opt-‐In
Takeaways
...
Do
• Focus
on
clarity
and
elimina,ng
user
error
when
developing
campaign
calls
to
ac,on
and
messaging
Don’t
• Ignore
preplanning
of
ongoing
interac,on
strategy
23. Popeyes
Poll
And
Coupon
Takeaways
...
Do
• Focus
on
interac,vity,
not
just
simple
outbound
message
blasts
Don’t
• Forget
to
educate
necessary
campaign
stakeholders
25. Text
Message
Facebook
Shopping
App
Twitter
LBS
App
Nonshopping
App 11%
15%
20%
32%
35%
41%
Mobile
Marke=ng
Format
That
Led
to
a
Purchase
According
to
US
Smartphone
Owners
Source:
eMarketer,
2011
Mobile
Coupons
Refresher
• App
• Messaging
• Web
Method
Means
• Sta,c
• Dynamic
• Dynamic-‐verified
29. Jamba
Juice
Mobile
Takeaways
...
Do
• Develop
a
cross-‐channel
mobile
marke,ng
strategy
Don’t
• Forget
to
op,mize
for
mobile
devices
30. ESPN
mobile
page
components:
• Easy
to
view
on
smaller
screen
• Naviga,on
enhanced
for
mobile
devices
• Content
op,mized
for
quick
aDen,on
spans
Example:
Mobile
Optimized
31. Mobile
Marke,ng
for
QSRs:
1. Mobile
Industry
2. QSR
No,on
of
Value
3. Case
Studies
4. Opportuni'es
5. Takeaways
Objectives
For
Today’s
Webinar
32. Source:
NPD
Group,
2011
88%
12% Breakfast
sales
All
other
restaurant
sales
2011
Total
Restaurant
Sales:
$41
Billion
Consumers
who
ocasionally
purchase
QSR
breakfast
Don’t
67%
33% 54% 46%
2009
2011
Opportunities:
Breakfast
33. Source:
Self-‐service
World,
2011
Respond
to
refer-‐friend
campaign
Friend
conversion
Increase
in
database
size 16%
6%
21%
Survey
of
9,000
2011
mobile
marke=ng
campaigns
Refer-‐a-‐friend
Mobile
Coupons
Minimum
redemption
rate
Average
redemption
rate
Max
redemption
rate 40%
23%
6%
Opportunities:
Campaign
Types
34. 1. Develop
cross-‐channel,
interactive
campaigns
that
personally
engage
both
online
and
offline
consumers
2. Present
a
clear
and
compelling
positioning
statement
that
uniquely
distinguishes
the
brand
and
continually
communicates
that
vision
to
consumers
over
time
3. Focus
on
delivering
the
QSR
notion
of
value:
ease
of
use,
speed
of
use
and
payoff,
while
being
careful
to
not
introduce
too
much
complexity
or
disrupt
the
ordering
process
Key
Takeaways
35. Any
QuesUons?
For
more
informa,on
visit
www.waterfall.com
Or
contact
us
directly:
marke,ng@waterfall.com
More
industry
informa,on
available
on
our
blog
@
waterfall.com/blog/
