Effective Mobile Text CampaignsMarch 4, 2013 By: Dave Dronkers
Due to the advent of the smartphone, restaurants and bars are turning to mobile text marketing campaigns. To attest to the affectivity of mobile text marketing, MindMe Blog, a Mobile Marketing News Blog, writes, “Mobile text marketing is far more effective than radio, print, television and online marketing. This is due to the high delivery ratios, which result in more customers actually receiving your message.”
According to MobileMe, 94% of all text messages are opened and read, whereas only 25% of email messages are opened. Texts, unlike emails, have the ability to go viral; and viral marketing can vastly increase brand awareness through Internet and mobile networks.
In 2012, Texas Roadhouse partnered with the mobile marketing and technology leader Vibes, to create two flourishing pilot mobile campaigns – TextUs Loyalty Club and Veterans Day Passbook. The two promotions allowed their restaurants to engage and connect with guests on both local and national stages.
The TestUs Loyalty Club is focused at the local level, announcing the club in-restaurant so that diners would know how to opt-in. Through the club, the restaurant sent out local promotions while still being able to concentrate on the national brand. The club’s first promotion was a free appetizer offer. Diners were given the additional choice to visit the restaurant’s website to sign up for birthday and anniversary promotions. Texas Roadhouse also marketed the TestUs Loyalty Club through email and Facebook.
The TextUs Loyalty Club reached a 45% net growth rate in its first six months; 4% of promotional sales came from the restaurant’s mobile campaigns.
Texas Roadhouse also launched the Veterans Day Passbook which offered a free lunch to veterans and active military. The restaurant sent reminders to those who had subscribed to the pass in the promotion’s pilot locations. Moreover, the restaurant showed its support and appreciation for the men and women who have served our country through this truly inventive and creative mobile campaign.
The Veterans Day Passbook achieved a 37% installation rate – 32% of subscribers clicked to redeem the offer, while 84% visited the restaurant due to the offer.
Texas Roadhouse’s endeavors into mobile campaigns have allowed the brand to reach the ninth spot in National Restaurant News’ Social Top 10. Take your cue from Texas Roadhouse and transform your marketing through mobile text campaigns!
Editor’s Note: Dave Dronkers will be presenting on Expectations of Connected Consumers and Reaching Millenials with Marketing and Promotions at the Nightclub & Bar Convention and Trade Show on March 19-21. Make sure to check out his session by clicking HERE.
Developing your mobile business is a must have these days!
For a Free Social Media Assessment contact Dave Dronkers at www.bevexcel.com or call (949) 254-5084.