hip chime restaurant
TRANSCRIPT
Title slide
The Next Communication Channel:Mobile Marketing and Beyond
The Rise of the Mobile Connected Restaurant
Smartphones◉ 64% of 25-35 year olds own a
smartphone
1 in 4 mobile subscribers over the age of 55 own a smartphone
The SMS text messaging market
is expected to grow from $150 billion in
2009 to $223 billion by the end of 2014
48Hours
The average open time for an email.
Time it takes the average person
To respond to a text message:
90 SECONDS.
Source: mannixmarketing.com
Source: CTIA.org
Source: Portio Research
97% of ALL text messages are
opened and read within 4 minutes
of receipt!
Mobile Coupons get 10 times the redemption
rate of traditional coupons
91% of all US. Citizens have their mobile device within
arms reach 24/795% of
smartphone users looked up local
information, & of those, 61% called
& 59% visited the business.
The majority of 25-34 year olds now own smartphones (64% and 53% respectively)
Source: Borrell Associates
Source: Morgan Stanley
Source: Google IPSOS
Source: Nielsen
For the first time in history, the semi-annual survey conducted by CTIA-The Wireless Association shows
the number of wireless subscriber connections (322.9 million) has surpassed the population (315.5 million)
– October 11, 2011
Facebook has only 50.6% of the North American
population – Mobile users with SMS enabled phones? 92%
Social vs. Mobile Marketing
®
Only 1/3 of Facebook’s 800 million+ user base uses
Facebook Mobile
Source: PRNewswire.com
Mobile Internet growth
By 2014, mobile
internet should take
over desktop internet usage
Source: PRNewswire.com
Clients
Mobile Integration
“Text Call to Action”
Text GARY to 72727 to Receive FREEBeverage of choice next visit!
KEYWORD(CHANGES)
SHORTCODE(STAYS THE
SAME)
TEXT MESSAGING 101
To: 72727
MSG: GARY When client texts,They are entered
Into the database!
Instant response sent to phone
Database Marketing
Strategies include:
Loyalty Marketing: Capturing current customers through aggressive point of sale campaigns.
Lead Generation: Capturing potential NEW customers by adding mobile engagements to your print coupons, radio, television, and other media.
Monetize:
Messages are then scheduled out to the growing databases of current and potential customers resulting in increased frequency of transactions, increased awareness, and new customers!!
Atlanta Bread: Our California Avocado with Dill sauce will rock your world! Order lunch and pick it up, see our menu and get our app http://bit.ly Reply STOP 2end
2-3 Promotions per Month 2-3 Promotions per Month
Industry averages between 4-7% redemptions on Mobile offers!
Quantifiable Return on this direct media!
Investment to send 1000 messages to Database? $40ROI on 40+ Customers walking in, calling, or ordering Lunch or Dinner?
average transaction = $14 = ROI $560
1,000 Customers
1,000 Customers
4%+ Conversion on each
Promotion
4%+ Conversion on each
Promotion
Average Transaction
Average Transaction
3 Components to Database Building
1. Point of SaleWe consult to create engagements to interact with your current9-20 customers per day and get them into the Mobile database.(Create Store Specific Databases)
2. Add the Mobile “Opt-in” Option to your current Website Options to capture online traffic into the Mobile database from the web
3. Traditional Media (capture new clients)
Add the Mobile Call-to-Action to every Advertisement; print, radio,coupon, event, TV, etc.
The Mobile World 101
To: 72727MSG: GARY
Taking Your Broadcast Media/ Event/ Flyer to your Potential Customer’s handset!
Instantly Deliver:• Pictures• Coupons• Links to Website• And more
Instantly Deliver:• Video• Your Commercial• A Demonstration
Instantly Deliver:
A Mobile Landing Page
Your Menu
Additional offers.
Studies Show a Text-message stays on the cell-phone an average
of 12 days.
This means additional exposures to your
audience
YOUR COUPON
HERE!
Get Your Instant Environmentally Friendly
CouponText COFFEE to 72727
Example Point of Sale DisplayTable Tent/ Talker
Point of Sale Options(Every Customer that walks in the door should be offered the
opportunity to “Text” in for some great sounding deal, promotion, or opportunity.)
In check presenter(flyers), Table Tents, Buttons on staff, Window displays, are all options to promote;
1. A drink, sandwich, or $5 OFF next visit! (These instant coupons for next visit frequently will be a
minimum purchase coupon that expires within a couple weeks)
2. An Instant discount or Free item THIS VISIT! (Some restaurants have great success with their servers
offering an instant free cup of cheese dip, app, or soft-drinks to encourage instant database growth)
3. A chance to win a great prize! (Sweepstakes type offers generally perform more poorly,
yet can work if promoted correctly)
Atlanta Bread: FREE drink next visit w/ purchase of $10 or more, Show msg to redeem exp.6/30/11. code 745xlt. Reply STOP 2end
Goal:Build a Database of 10-15 People
per day for future Loyalty Marketing Get 2 or 3 additional transactions
from them this year!
Capture Web Traffic into Database!
Atlanta Bread: Reply with your email address to get your instant coupon, watch for more great deals! Reply STOP 2end
Donate NOW
FREE Cookie?
Instant Mobile Coupon right to your phone!
Type in Mobile Number
Capture LEADS with Mobile Keywords!By adding Mobile keywords to Traditional Broadcast media like Coupons, radio & TV spots,
event marketing, print ads, and outdoor displays, you can capture New Customers more easily.
Taking Your Broadcast Media/Event/Flyer to your Potential Customer’s handset!
Instantly Deliver:• Pictures• Coupons• Links to Website• And more
More Conversion = 5-10% Increase in Overall Customer base
Once Customers engage off of Traditional Broadcast they are Captured in the Mobile database.
Future text-promotions will be delivered right to their handset And right when they are hungry equating to NEW CUSTOMERS!
Studies Show a Text-message stays on the cell-phone an average
of 12 days.
This means additional exposures to your
audience
YOUR COUPON
HERE!
FREE Ravioli’s!Just Text MAZZIO to 72727
Get Your Instant Coupon Right to Your Phone!Our Menu Right to Your Phone!
Just Text CORN to 72727Plus Get an Instant Coupon!
AdvaTEXT LLC., 1400A South 7 Hwy, Blue Springs, MO 64014Tel: +1 (816) 589-3939 | Email: [email protected]
Timely Promotions = Higher Redemption Rates
Atlanta Bread: This week only, buy 2 sandwiches or salads and get a free cookie. Click here http://bit.ly , exp. 4/21, Reply STOP 2end
Atlanta Bread: Our summer salads are lite and healthy. See menu, locations, and caloric info here, click http://bit.ly Reply STOP 2end
Atlanta Bread: We have a secret, our breakfast will perk your office up. Download our app to get $5 off of your $25 purchase ALL DAY! http://bit.ly Reply STOP 2 end
Delivering Coupons, Reminders, and Offers at exactly the right moment!
Putting the Offers Right in the Hand of your Current and Potential Customers!
= More Transactions per Month
Panchero’s Gift Cards are the best gift! Click here and be finished shopping. http://xmaspanch.wap Reply STOP 2quit
• Increase Social Network Followers
• More Transactions per year
• Capture Email
• Support Causes
Send Promotions to your Database to do More Than Just Coupon!
Atlanta Bread: Facebook Exclusive menu item just posted, “Like Us” NOW for even more VIP treatment. http://bit.ly Reply STOP 2quit
To Complete your entry for a chance to Win FREE Atlanta Bread for a year, reply with your email address and watch for future great deals! Reply STOP 2end
atlanta Atlanta Bread will be at the Fair this weekend taking donations for March of Dimes, come by our booth and donate and get some great Food! Reply STOP 2end
Apps for FREE
HipChime makes it happen!
Every Location gets a FREE Mobile Website / App!
Every Location gets a FREE Mobile Website!
Atlanta Bread: FREE sandwich next visit w/ purch of any 2 sandwiches and 2 dirnks, exp. 6/30/11, location or menu click here http://bit.ly Reply STOP 2end
Short URL directs client directly to the Mobile Website / App
Short URL directs client directly to the Mobile Website / App
Mobile Site / App Can Deliver:
Detailed Information• Menus• Specials• Video Content • Coupons• Maps – Directions And more…
Mobile Website Serves as a Virtual Brochure of Company Information that can be delivered right to potential clients Phones Instantly!
Add Mobile’s Call-to-Action with every traditional marketing initiative!
Adding “Mobile” to traditional ads improves the Effectiveness and allows for Tracking!
Radio AKeyword BREAD
Radio BKeyword BREAD2
Newspaper Insert AKeyword ATOWN
Television SpotKeyword BAGEL
Creation of specific keywords for each broadcast media channel allows client to measure how many engagements that media outlet produces compared with others!
The Revenue ScalesLocations Opt Ins Per Day
Promotions Per Month **Edit rows 2 and 4 to change the graph
1 12 2Redemption
RateAverage Transaction Cost Per Text
4% 14.00$ 0.029
Months 1 3 5Annualized Increase
in Volume
Opt Ins 360 1080 1800
Redemptions 28.8 86.4 144
Investment 20.88$ 62.64$ 104.40$
Profit 382.32$ 1,146.96$ 1,911.60$ 16,439.76$
One System
Atlanta Bread Facebook ONLY special!! Like us
today for even more VIP treatment! reply STOP
2quit
Advantages Include:• Collaboration on Program (ongoing)• Consistency of Messaging• Wholesale Pricing
• Unlimited Databases• Individual Databases per store• Increase Social Media Followers• Email database growth
Contact HipChimewww.HipChime.com
Gary Mc ClureEVP of Business Development
Phone: 503-489-9090Text: GARY to 28748
Email: [email protected]