Know-How Exchange : E-Marketing

Actually to be compliant with the Mobile Marketing Association's Consumer Best Practices Guidelines SMS messages (for marketing purposes) can only be sent to mobile phone users who have explicitly opted-in to receive them. Assuming that this is the case with your mobile phone list, I recommend you first outline your overall strategy before focusing on the actual specials. For many people their mobile phone is almost as private as their wallet . . . once you have built enough trust with a customer for them to allow you the privelage of communicating with them via SMS, you must be extremely careful not to abuse this privelage. Too many messages being sent and/or messages that don't provide enough benefit will quickly result in frustration and cause recipients to "opt-out" (which they need to be able to do any any time). Regarding the special(s), the beauty of SMS is that a promotion can be received by customers in seconds so you can be extremely creative. If you are having an exceptionally slow day a a particular restaurant, send out a text offering 50% off a second meal . . . "good only for today when you show this text." You can have a trivia contest where recipients who can answer 3 questions about your brand they will receive up to 30% off a meal that day. Instead of providing the actual percentage off in their "results" text you can provide them a code that they can show in the restaurant to see what percentage off they receive. Another cool promotion could be all Los Angeles subscribers to your "SMS VIP Club" can receive a free appetizer with any meal the day after each Laker's win. These are just a few ideas . . . SMS really provides a great way to communicate with your customers if 1) they explicitly have opted-in, 2) you are not sending too many texts, and 3) you are providing recipients with real value (in savings or entertainment). Good Luck!

Mark Willingham - Aloft Group, Inc.
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We have to first briefly define some definitions here as it makes a huge difference when discussing what your objectives and strategy are.

The most effective way to market with mobile phones is not to gather a bunch of mobile phone numbers into a database and send them an SMS/text blast. You do not want to do this.

What you want to do is called "common short code" or "CSC". CSC by definition requires a single or double opt-in on the part of the subscriber; therefore you know your subscribers are interested and receptive to your ongoing CSC messages. It creates a direct relationship between your restaurant/brand and your customers that is initiated by your customers.

Although it is possible to spam by sending an unsolicited "SMS/Text" message, this is not the way CSC works because of the single or double opt-in function of CSC.

CSC offers one of the most effective and rapidly involving opportunities to engage and present offers and specials to a huge, receptive audience.

But, for your question here, once you have a CSC program in place you can send your subscribers any message or specials you would like, and you can be as wacky or as straightforward as you want to be: "Kids eat free Wednesdays" "50% off pizza Mondays 5-7PM" "$1 drafts, $2 off drinks, 50% appetizers M-F 5-7PM", "Clowns & balloons for the kids all day Saturday" - whatever you want, whenever you want.

If it has worked for you in your other advertising mediums, it will work for you with CSC.

How to implement a successful CSC program is another topic of discussion which I would be glad to discuss with you off forum, but a couple of obvious ways to build your database are to include your CSC program and offers on your menus, at the hostess stand, on advertising in your restrooms, on your guest receipts, etc.

Another huge advantage to CSC is that it is easy to integrate with your offline or traditional media. All you need to do in your offline media is add a simple call-to-action, like “text “discounts” to 59840 to receive weekly text subscriber only meal discounts”, or whatever you want and you can add this as part of any radio ad, billboard, flyers etc.

You can even include a redemption or tracking code that requires people to show you or mention the message on their mobile phone to qualify for the special.

Tim Pepper
Pepper Blue
Internet & Mobile Marketing

I fully agree with most of the above. SMS is the best way to kill your business FAST :))

restaurants are about family values, about sharing and caring.

These are customers who have already dined with you.

Absolutely the best way to get them back is to personally speak with them (as the owner or main front person of the establishment) when they dine, personally give them one of your business cards and personally invite them to come back. Them write on the back of the business card 10% discount (on food, or wine or both which ever you want to promo).

Now the diners feel like you really care and they will even brag to their friends that they personally Know the owner. I guarantee that they will come back and they will bring friends. Do the same for the friends and make sure you give plenty of personal attention to every one who comes in.

I understand that it is not always possible for the 'owner' to do this depending on he size and corporate structure of your business. If it is not possible, then what you need is a front man - or woman who is the heart and soul of the place. A warm smile and authoratative hand at the fron t door and around the tables checking on their needs every time they come.

This should not be a 'junior greeter'. It has to be a person of power who is empowered to make decisions and extend d a discount or a free bottle of wine sometimes to a diner.

The most successful restaurants in the world build their business and reputation around a single character. Sometimes a chef, sometimes an owner )like Elaine's).

If you can capture this spirit of personalised attention, you will woo your customers back time and time again.

Please feel free to contact me directly if you want further info on this :)

Good luck,

Matthew
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