If your restaurant clients are looking for more effective ways to reach consumers, consider suggesting a mobile campaign. Large operators such as Starbucks, Hardee’s and McDonald’s have turned to mobile coupons and text message campaigns to drive traffic. Here are a few details about how these campaigns succeed:
- Target 18–34 year olds who tend to be heavy mobile phone users.
- Build an entertainment component into the campaign such as suggesting consumers invite friends to a restaurant and use the coupon delivered via mobile phone.
- Craft the mobile coupon campaign to prompt consumer action and make it part of a larger campaign such as print or television that builds awareness.
Nielsen Mobile indicates nearly ¼ of consumers who received such ads recall them and nearly half of those take action. The highest recall rates occur in the Asian American and African American demographics.
Cebrzynski, Gregg, Mobile marketing drives guest traffic for special promotions,” Nation’s Restaurant News. April 2008.
Mobile Advertising Recall and Response Rising, FierceMobile, March 2008