This document discusses how mobile marketing can help restaurants engage customers who increasingly use mobile devices. It provides examples of mobile marketing strategies like mobile-friendly websites, text message promotions, and building a customer database. Key points made include that 86% of Americans own a mobile device, 30% are interested in mobile coupons, and text messaging is popular even among older age groups. Live demos show how restaurants can use text messages to promote specials and events. The benefits of mobile marketing are building an opt-in customer list and driving more customer engagement and traffic.

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:
o Age 35 - 44: Average 236 text messages per month (more text messages
than phone calls)
o Age 45 - 54: Average 128 text messages per month
(Average text message usage - Nielsen Mobile 2008)

5. Restaurant - On the Mobile Web
Live Demo: Text Clicking the link in the text Your mobile-friendly web pages
“steak special” to message will bring you to... http://www.restaurantexample.info
77950
The mobile
screen is tiny
compared to
PC monitors,
plus mobile
users expect a
different style
of info and
mobile-friendly
navigation
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
Even if you aren't actively conducting mobile marketing, people
are trying to get to your web site via their mobile phones.
Web & Mobile
Search Engines
PC
Landing
Page
Mobile
Landing
Page

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
o Use Text Response Codes (Mobile Tagging – see
examples) in advertising and customer correspondence
• Drive customer engagement
o 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
o 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
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 “These new forms ofand
marketing via email
digital
the email recipients especially SMS have really
impressed us out of the gate,
Preparation and shown us a clear path to
Building the SMS Opt-In List - Total SMS Opt-Ins acquired during this period: 6,000 offset declining response rates
Free Gas Giveaway – Consumers were prompted to text GAS and DRIVE to a short code and poor ROI in some of our
other forms of advertising,”
$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. “We have been most surprised
with the revenue generated
Deployment from a simple 160-character
Four-Day Secret Sale - Not enhanced by any other coinciding media announcements text message with a sale offer.
• 34,743 permission-based messages sent out No doubt about it, this has
o 28,743 emails been a game-changer for us,”
o 6,000 SMS messages Mr. Malouf continued. “With two
• simple SMS campaigns, we’ve
Messages included digital coupons for furniture, accessories and mattresses
generated over $100,000 in
new business."
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.