Webinar: Mobile Marketing for QSRs

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Webinar: Mobile Marketing for QSRs

  1. 1. Waterfall  Industry*  Insights Kane  Russell,  VP  of  Marke,ng Waterfall *  Mobile  Marke,ng  For  Quick  Service  Restaurants
  2. 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
  3. 3. Reference  Clients  &  Brand  Campaigns  
  4. 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. 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)
  6. 6. Mobile  Coupon  Adoption  Rate Source:  eMarketer,  2011 Projected  Users,  USA  (millions) 2010 2011 2012 2013 35.6 28.7 19.8 13.3 96.8 92.5 88.2 83.6 CAGR 5% 39% Online  Coupons Mobile  Coupons
  7. 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. 8. Reasons  For  Visiting  QSRs Save  Money 45% Save  Time 55% “I  visit  fast  food  restaurants  primarily  because  they  ____” Source:  Technomic,  2011
  9. 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. 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. 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. 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
  13. 13. McDonald’s  Online  Mobile  Coupon
  14. 14. Takeaways: McDonald’s  Online  Mobile  Coupon Takeaways  ... Do • Bridge  online  &  offline • Secure  opt-­‐in • Dynamic  field  inser,on   Don’t • Limit  metadata   collec,on
  15. 15. Example:  Metadata-­‐rich  Sign-­‐Up
  16. 16. Burger  King  Airport  Proximity  Campaign
  17. 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
  18. 18. Example:  Multichannel  Call  To  Action
  19. 19. Qdoba  Free  Taco  For  An  Opt-­‐In
  20. 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
  21. 21. Example:  Ongoing  Messaging
  22. 22. Popeyes  Poll  And  Coupon
  23. 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
  24. 24. Mobile  Coupons  Refresher • App • Messaging • Web Method Means • Sta,c • Dynamic • Dynamic-­‐verified
  25. 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
  26. 26. Taco  Bell  QR  Codes
  27. 27. 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  experience
  28. 28. Jamba  Juice  Mobile
  29. 29. Jamba  Juice  Mobile Takeaways  ... Do • Develop  a  cross-­‐channel   mobile  marke,ng   strategy Don’t • Forget  to  op,mize  for   mobile  devices
  30. 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. 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. 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. 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. 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. 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/

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