How to Get More Customers to Your Restaurant with Mobile Marketing


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How Restaurants Can Sell More with Mobile Marketing

This presentation was given by Brad Bierman of ATS Mobile at the recent Ocean City, MD Hotel-Motel-Restaurant Association trade show in March, 2014.

In the presentation, Bierman discusses SMS Text Message Marketing, Mobile Websites, Apps, and promoting your restaurant via mobile advertising. The value of a custom, branded QR code is also discussed.

Restaurants need to have a website that is optimized for the smaller screen of the mobile phone, but also is ideal for both tablets and desktop PC's. Only with responsive design can a restaurant truly accomplish this. With responsive design, the same elements of the website are used regardless of the type of viewing device. And, as an added bonus, Google has already stated that responsive design is the best method for increasing search engine rankings.

Specific case studies discussed include Nu Balance, K&J Pizza, Subway, and Cheerwine.

Particular attention was given to the idea of geo-location mobile advertising buys. With geo-targeting, a restaurant can just serve its mobile advertising to those within a certain radius of the restaurant. This means considerably less waste than with traditional media.

If you'd like to learn more about the Restaurants To Go suite of mobile marketing solutions from atsMobile, visit:

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  • TechnicalConnection speedRich media GeographicSite SelectionDemographicChannelReachAd unit acceptanceUserBehavioral-based categoryPrivacy review requiredOperating SystemsWindows phoneiPadiPhoneAndroidBlackberry
  • How to Get More Customers to Your Restaurant with Mobile Marketing

    1. 1. Hungry For Profits? OCHMRA Spring Trade Expo Ocean City, Maryland March 10, 2014 presented by Restaurants To Go Meals Go Mobile: Interacting/Ordering/Paying/Rewarding
    2. 2. In business since 1989. Headquartered in King of Prussia, Pa. International offices in: • Canada • United Kingdom • Ireland • Czech Republic #OCExpo14
    3. 3. 25 YEARS OF EXPERIENCE Integrated companies helping clients understand how MOBILE can change the way they do BUSINESS! #OCExpo14
    4. 4. We provide the ECOSYSTEM of MOBILE all under one roof! Innovative Text Message Marketing Platforms Customized mobile consumer engagement solutions Mobile Microsite production - responsive design + video & development Turn-key mobile promotion execution & management. Mobile app development Mobile ad targeting, consulting, placement, and activation #OCExpo14
    5. 5. #OCExpo14
    6. 6. #OCExpo14 INCENTIVE and CONVENIENCE. What would encourage more online orders? • Order discounts • Loyalty points • Easy ordering • Easy to find • Remembering orders
    7. 7. WHAT WE WILL REVIEW TODAY SMS/Text Message Marketing • It’s the pillar that holds up the mobile marketing building • Text for offers, view menu, order online, receive future offers • Interactive text message game engine • Custom QR Codes Mobile Websites/Apps • Is your website responsively designed? • Video – If a picture is worth a thousand words… • Can customers order online? • Apps = Loyalty Promoting the Business / Mobile Advertising • Geo-targeting / Geofencing • Turning traditional awareness into mobile audience engagement! #OCExpo14
    8. 8. THE PILLAR THAT HOLDS UP The Mobile Marketing BuildingTextMessageMarketing MobileWebsites Mobile Video/Advertising Apps TextMessageMarketing TextMessageMarketing #OCExpo14 TextMessageMarketing
    9. 9. Text Message Marketing FREE PIZZA IN November! Text KandJ to 84444 *Free Pizza Details *View Our Menu *Order Online *Receive Future $ Offers (Standard text and messaging rates may apply.) #OCExpo14
    10. 10. Text Message Marketing Dashboard #OCExpo14
    11. 11. ATS will manage & coordinate all components of your turn-key SMS text message marketing campaign, with built-in functionalities for sweepstakes & instant win game promotions. GREAT for mobile consumer engagement and data capture, and cultivating a list of OPT in mobile consumers! Our platform allows for automated drawings and instant winners. … and manages & secures your database. #OCExpo14
    12. 12. Custom QR Code • Custom QR codes receive a 2.3x greater scan rate than traditional B&W codes • Fun, easy pathway to your mobile website • Supplements text messaging for adding database to CRM #OCExpo14
    13. 13. Responsively Designed Websites Non-Optimized Experience Mobile-Optimized Experience 61% of customers who visit a mobile- unfriendly site are likely to go to a competitor's site. Source: IAB 1Q 2013 #OCExpo14 “ ”
    14. 14. ADAPTIVE DESIGN: creating a unique experience on mobile vs. desktop! #OCExpo14
    15. 15. SAMPLE A WEBSITE! Take out your phone and navigate to: #OCExpo14
    16. 16. Online Ordering Did you know… • 60% of all mobile restaurant searchers will convert to a paying customer within one hour. • 84% of all mobile restaurant searchers will ultimately make a purchase.* • K&J Pizza increased their orders by 30% when they implemented online ordering. #OCExpo14 We’ll connect your responsively designed website to your existing online ordering solution or connect you with one of our partners to implement online ordering easier than you ever thought possible! *Source: Mobile Path to Purchase
    17. 17. TEXT to Win! • Offer consumers instant gratification and TIMELY redemption! • Turns traditional awareness into consumer interaction with your restaurant brand • This is an entry to Opt in consumers for future broadcast text messages! #OCExpo14
    18. 18. TreasureText A brand-building mobile scavenger hunt event platform with a big prize for the winner! Treasure Textsm is an interactive scavenger hunt or trivia game where consumers participate by answering text message hints on their mobile phone. Technology SMS Text Message Technology Exclusive Treasure Text software Landing Page Registration Set Up Participant Selection Process Participant Database Event Recap Web Page #OCExpo14
    19. 19. Mobile App Development Our integrated company – Advanced Mobile, LLC designs and develops custom mobile applications for businesses and brands creating compelling enterprise solutions and platforms. We leverage our technology allowing customers to cost effectively and rapidly go to market with unique solutions. Applications robustly function on a full range of mobile operating systems including, iOS and Android. Our solutions are carrier agnostic resulting in the greatest audience reach. We also develop for the iPad and Android based Tablets. We have delivered turnkey mobile services since 2004 and are proud of a customer list that boasts national and global organizations across a wide range of industries. For the majority of these commitments we have deployed custom solutions and software which seamlessly handled multiple, complex and real‐time data feeds. We have developed mobile solutions for CBS College for CBS College Sports, Turner Sports, AT&T, IBM, US Lacrosse, USA Hockey, the USGA, The Golf Channel, American Express, NBC Sports Group. #OCExpo14
    20. 20. #OCExpo14
    21. 21. #OCExpo14
    22. 22. Our Customers #OCExpo14
    23. 23. Mobile Web & Application Inventory number of mobile applications available 18,000 the number of unique users whom we can reach every month 160 Million the monthly impressions accessible via our exchanges 13 Billion Mobile Inventory #OCExpo14
    24. 24. Scalable Cross-Platform Reach Access 13 billion monthly impressions and 160 million monthly uniques across Mobile Web and Application inventory iPad 768 million monthly imps 12 million monthly UV Windows Phone 2 million monthly imps 100k monthly UV iPhone 4.85 billion monthly imps 61 million monthly UV Android 7.38 billion monthly imps 87 million monthly UV #OCExpo14
    25. 25. Mobile Display Targeting Options Web-Based In-App • Will run on a web page just like an online campaign, restricted to mobile device • Runs only within apps downloaded to smart phones • Dual HTML5/Flash publishing, or GIF/JPG recommended • Same creative file type restrictions • Platform targetable, or agnostic • Platform targetable, or agnostic • Less rich media options • More rich media options, availability well- documented • CAN run on feature phones (non smart phones) as well as tablets and smart phones • Will not run on feature phones, will run on smart phones and tablets #OCExpo14
    26. 26. Sophisticated Targeting • Context: Reach your target audience by tapping into our vertical categories • Geography: Target by DMA, region, city or zip code • Behavioral: Leverage our audience profiles based on user behaviors and actions • Demographic: Target your exact audience by age, gender, income, occupation, lifestyle and more • Retargeting: Increases user engagement by identifying and retargeting both active prospects and current customers • Device: Unique characteristics such as connection, carrier, OS platform/version. We have a massive pool of aggregate mobile data available and sophisticated targeting tools to help your ads get noticed. #OCExpo14
    27. 27. Location-Based, Targeted Mobile Ads Geo-targeting / Geofencing #OCExpo14
    28. 28. Four ways to Geofence: 1. Using the GPS data of the device (the best way by far): i.e. Latitude/ longitude coordinates (commonly referred to “lat/long”). In this instance the user has opted in to share their location with an app or website). 5-10% of the time we get the GPS lat/long. See opt-in example below: 2. Network Shared Data: This is derived from the cell tower using “triangulation.” This is also quite accurate. 3. User Supplied Data: e.g. when a user provides his zip code when registering for a site or service. 4. IP address: This can vary from very accurate to way-off. An example of an accurate IP address would be a local wifi network, such as a Starbucks Coffee shop or lounge). However, when the IP lookup uses the Mobile Carrier’s IP address, then we get inaccurate locations. #OCExpo14
    29. 29. ATS Mobile executes text message marketing programs for an avg. of over 1000 clients per year, ranging from Global to Local in scope. Over the last eight months we’ve managed Dynamic TXT campaigns for … #OCExpo14
    30. 30. #OCExpo14
    31. 31. Thank you for attending today’s seminar! Please contact us with any questions. Brad Bierman 610.994.1853 Follow us on Twitter @atsMobile & engage with the hashtag #OCExpo14!