QSR Mobile Marketing Webinar

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QSR marketers juggle tight budgets, high budgetary accountability and thin margins attempting to connect with consumers who care about one thing: value. But it's not just cost savings. QSR marketers have to deliver a mashup of convenience, time-savings, speed of service and low prices.

This reality is what makes mobile such a powerful marketing channel for QSRs. Mobile is an integral part of consumers' on-the-go mentality and provides numerous ways to maximize customer lifetime value. Part of the Waterfall Industry Insights series.

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  • Please note: there appears to be a typo on the cover page of the slides for the word 'Marketing' (appears 'Marke, ng') This was not true for the copy we uploaded, just a glitch in the Slideshare upload process. Please ignore. Thanks very much.
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QSR Mobile Marketing Webinar

  1. 1. Waterfall  Industry*  Insights *  Mobile  Marke,ng  For  Quick  Service  Restaurants Kane  Russell,  VP  of  Marke,ng Waterfall  MobileTuesday, February 14, 2012 1
  2. 2. Waterfall  Mobile  and  the  Msgme  Platform Waterfall  Mobile Msgme ๏ Founded  August  2005 ๏ Free  trial:  www.msgme.com ๏ Offices  in  SFO  (HQ),  NYC  &  Aus,n ๏ API  suite:  developer.msgme.com ๏ Backed  by  Vista  Equity  Partners   ๏ Custom  applica,on  development ๏ Cross-­‐channel  mobile  &  social  CRM  via  SMS,   ๏ Short  code  provisioning,  cer,fica,on   MMS,  QR  Codes,  IVR,  Facebook  &  TwiUer &  audit  managementTuesday, February 14, 2012 2
  3. 3. Objectives  For  Today’s  Webinar Mobile  Marke,ng  for  QSRs:   1. Mobile  Industry 2. QSR  No,on  of  Value   3. Case  Studies 4. Opportuni,es 5. TakeawaysTuesday, February 14, 2012 3
  4. 4. Growth  of  Digital  Marketing  in  the  U.S. U.S.  Mobile,  Social  &  Email  Market  Value  ($s  in  millions) CAGR Mobile  marke,ng $13,232 32% Social  media  marke,ng Email  marke,ng $11,274 $9,150 $8,237 38% $6,998 $7,057 $5,697 $4,896 $4,238 $3,242 $2,777 $4,995 26% $4,217 $1,652 $3,453 $2,760 $2,119 $1,590 $2,262 $2,468 10% $1,510 $1,694 $1,875 $2,066 2011 2012 2013 2014 2015 2016 Source:  Forrester,  2011Tuesday, February 14, 2012 4
  5. 5. Mobile  Coupon  Adoption  Rate Projected  Users,  USA  (millions) CAGR 96.8 5% 92.5 88.2 83.6 35.6 39% 28.7 19.8 13.3 2010 2011 2012 2013 Online  Coupons Mobile  Coupons Source:  eMarketer,  2011Tuesday, February 14, 2012 5
  6. 6. Objectives  For  Today’s  Webinar Mobile  Marke,ng  for  QSRs:   1. Mobile  Industry 2. QSR  No_on  of  Value   3. Case  Studies 4. Opportuni,es 5. TakeawaysTuesday, February 14, 2012 6
  7. 7. Reasons  For  Visiting  QSRs “I  visit  fast  food  restaurants  primarily  because  they  ____” Save  Money 45% Save  Time 55% Source:  Technomic,  2011Tuesday, February 14, 2012 7
  8. 8. Favorite  QSR  Promotions “How  appealing  are  each  of  the  following  promo_ons?” Buy  one,  get  one  free 92% Set  promotional  price 82% Combo  meal  for  set  price 77% Add  a  side  for  $1 71% Free  appetizer/dessert  w/  entree 66% Free  food/beverage  giveaway 64% Source:  Technomic,  2011Tuesday, February 14, 2012 8
  9. 9. Negative  Experiences  at  QSRs “My  most  recent  nega_ve  experience  was  caused  by___” 12% 12% 18% 18% Staff  not  knowledgeable Food  took  too  long 42% 14% Other Order  taken  incorrectly 24% Too  long  to  order 14% Staff  was  rude 18% 19% QSR Restaurant Source:  Technomic,  2011Tuesday, February 14, 2012 9
  10. 10. 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,  2011Tuesday, February 14, 2012 10
  11. 11. Objectives  For  Today’s  Webinar Mobile  Marke,ng  for  QSRs:   1. Mobile  Industry 2. QSR  No,on  of  Value   3. Case  Studies 4. Opportuni,es 5. TakeawaysTuesday, February 14, 2012 11
  12. 12. McDonald’s  Online  Mobile  CouponTuesday, February 14, 2012 12
  13. 13. McDonald’s  Online  Mobile  Coupon Takeaways: Takeaways  ... Do • Bridge  online  &  offline • Secure  opt-­‐in • Dynamic  field  inser,on   Don’t • Limit  metadata   collec,onTuesday, February 14, 2012 13
  14. 14. Example:  Metadata-­‐rich  Sign-­‐UpTuesday, February 14, 2012 14
  15. 15. Burger  King  Airport  Proximity  CampaignTuesday, February 14, 2012 15
  16. 16. Burger  King  Airport  Proximity  Campaign Takeaways: Takeaways  ... Do • Consider  audience  and   audience  demographic   for  proximity  mobile   marke,ng   Don’t • Limit  calls  to  ac,on  to  a   single  engagement   channelTuesday, February 14, 2012 16
  17. 17. Example:  Multichannel  Call  To  ActionTuesday, February 14, 2012 17
  18. 18. Qdoba  Free  Taco  For  An  Opt-­‐InTuesday, February 14, 2012 18
  19. 19. 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   strategyTuesday, February 14, 2012 19
  20. 20. Example:  Ongoing  MessagingTuesday, February 14, 2012 20
  21. 21. Popeyes  Poll  And  CouponTuesday, February 14, 2012 21
  22. 22. Popeyes  Poll  And  Coupon Takeaways  ... Do • Focus  on  interac,vity,   not  just  simple  outbound   message  blasts Don’t • Forget  to  educate   necessary  campaign   stakeholdersTuesday, February 14, 2012 22
  23. 23. Mobile  Coupons  Refresher Method • Sta,c • Dynamic • Dynamic-­‐verified Means • App • Messaging • WebTuesday, February 14, 2012 23
  24. 24. Mobile  Coupons  Refresher Method Mobile  Marke,ng  Format  That  Led  to  a  Purchase   • Sta,c According  to  US  Smartphone  Owners • Dynamic Text  Message 41% • Dynamic-­‐verified Facebook 35% Shopping  App 32% Means Twitter 20% • App LBS  App 15% • Messaging Nonshopping  App 11% • Web Source:  eMarketer,  2011Tuesday, February 14, 2012 24
  25. 25. Taco  Bell  QR  CodesTuesday, February 14, 2012 25
  26. 26. Taco  Bell  QR  Codes Takeaways  ... Do • Commit  to  mobile   marke,ng  across  the   organiza,on Don’t • Fail  to  think  through  the   en,re  user  experienceTuesday, February 14, 2012 26
  27. 27. Jamba  Juice  MobileTuesday, February 14, 2012 27
  28. 28. Jamba  Juice  Mobile Takeaways  ... Do • Develop  a  cross-­‐channel   mobile  marke,ng   strategy Don’t • Forget  to  op,mize  for   mobile  devicesTuesday, February 14, 2012 28
  29. 29. Example:  Mobile  Optimized ESPN  mobile  page  components: • Easy  to  view  on  smaller  screen • Naviga,on  enhanced  for   mobile  devices • Content  op,mized  for  quick   aUen,on  spansTuesday, February 14, 2012 29
  30. 30. Objectives  For  Today’s  Webinar Mobile  Marke,ng  for  QSRs:   1. Mobile  Industry 2. QSR  No,on  of  Value   3. Case  Studies 4. Opportuni_es 5. TakeawaysTuesday, February 14, 2012 30
  31. 31. Opportunities:  Breakfast 2011  Total  Restaurant  Sales:  $41  Billion 12% Breakfast  sales All  other  restaurant  sales 88% 2011 2009 33% 54% 46% 67% Consumers  who  ocasionally  purchase  QSR  breakfast Don’t Source:  NPD  Group,  2011Tuesday, February 14, 2012 31
  32. 32. Opportunities:  Campaign  Types Survey  of  9,000  2011  mobile  marke,ng  campaigns Refer-­‐a-­‐friend Respond  to  refer-­‐friend  campaign 21% Friend  conversion 6% Increase  in  database  size 16% Mobile  Coupons Minimum  redemption  rate 6% Average  redemption  rate 23% Max  redemption  rate 40% Source:  Self-­‐service  World,  2011Tuesday, February 14, 2012 32
  33. 33. Key  Takeaways 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  processTuesday, February 14, 2012 33
  34. 34. Any  Questions? For  more  informa,on  visit  www.msgme.com More  industry  informa,on   available  on  our  blog  @   blog.msgme.com View  webinar  archive  @   hUp://msgme.com/c/ Solu,onsWebinars Or  contact  us  directly:  marke,ng@waterfallmobile.comTuesday, February 14, 2012 34

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