webinar deck: mobile marketing for qsr & casual restaurant webinar

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Mobile Marketing for QSR & Casual Restaurants Part of the iLoop Mobile Webinar Series

Presented by Michael Ahearn, VP Marketing & Strategies, iLoop Mobile

• Leading technology and services making it fast and easy to create, manage and analyze mobile marketing campaigns and content delivery initiatives worldwide

• Award winning iLoop Mobile Platform is a self-service SaaS solution with open APIs for creating state-of-the-art SMS campaigns, mobile sites, mobile coupons, mobile-enabled Web sites and other mobile marketing initiatives

• Industry leader in mobile marketing strategy, managed service campaign delivery and professional services

• Customers include Fortune 500 brands, agencies, media companies, and other tier-one companies

About iLoop Mobile

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Today’s Marketing Challenges

• Acquiring new customers while retaining existing ones

• Executing effective marketing with flat/declining marketing budgets

• Ongoing need for accountable marketing and making campaigns instantly measurable (no ROI lag time)

• Difficulty in reaching a fragmented customer base

• Decreasing relevance of traditional marketing channels to the consumer

• Reaching customers in communication channels that they are using most

Today’s marketers faces a number of challenges including:

Mobile: #3 Most Used Media Channel Today

Source: Microsoft Advertising Mobile Consumer Vertical Study - The Future of Mobile Advertising, Nov. 11, 2009

Average number of hours per week spent with:

Mobile Tactics & Use Penetration

• SMS • MMS: advantage of rich media + unlimited text • Mobile Internet sites • Apps: requires utility or entertainment to merits a permanent place on users’ phones • Mobile enabled IVR (integration of text and voice calls) • Mobile incentive marketing & promotions (coupons) • Location aware messaging (LBS), geo fencing, augmented reality • UPC/2D barcodes and picture recognition • Search marketing • Display advertising • NFC to replace debit card with mobile wallet + content delivery

160M (69%) 97M (42%) 90M (38%) 14M (6%) 98M (42%) 234M (100%) 76M (33%) 93M (38%)

Voice Video

1.5M (<1%) 14M (6%) 194M (83%)

Comscore March 2011 data across all 234M US mobile subscribers

Smartphone Penetration Today

31% US SMART PHONE PENETRATION MARCH 2011

% Smart Phone Market Dec 09*

%Smart Phone Market Dec 10

%Smart Phone Market Q2 11

% Total Market Q2 11

Users Q2 11

Google 5% 29% 35% 11% 25M

RIM 41% 32% 27% 8% 19M

Apple 25% 25% 26% 8% 18M

Microsoft 18% 8% 8% 2% 5M

Palm 6% 4% 3% 1% 2M

Android is now market leader Android replacing RIM & Microsoft Android/Apple picking up new users Apple flat but strong

Comscore March 2011 data across all 234M US mobile subscribers

Smartphone Penetration Tomorrow

Looking Ahead End of 2011 Estimates: Mobile Subscribers: 300M+

Smartphone User Base: 150M

Mobile Internet Users: 120M

Mobile Video Viewers: 90M

Nielsen Nov. 2009

BY END OF 2011… 50% Why This Matters? Smart phone users across all ages… • 82% use their phones to browse the Internet • Almost 50% use SMS for commercial purposes or interaction

QSR Marketing Objectives Achieved by Mobile Marketing

• Increase restaurant and drive thru traffic without increasing customer wait time

• Increase customer loyalty, engagement and retention

• Capture customer profiles and preferences, and then build a segmented customer database for targeted marketing

• Build brand and product awareness & support new product launches

• Drive off-peak business with just-in-time customer messaging that delivers the right message to the right person at the right time

• Reach your customer in the most ubiquitous communications channel today with easy-to-implement, affordable and effective campaigns

• Enable viral marketing via mobile

• Increase the relevance and use of traditional marketing channels with interactive mobile components

print

The Intelligent Goal

The holistic integration of mobile across all your customer engagement activities

A Great Marketing Plan Leveraging Mobile

Mobile Marketing Campaigns for QSR

• Simple keyword/short code SMS offers and promotional messages (one-off or as an alert group) with optional redemption codes e.g. opt-in SMS “VIP club” and “savings club” alerts

• Mobile enable your PC and mobile site with an SMS alert opt-in page that captures customer profile and preferences to build a segmented database for targeted SMS messaging

• Mobile enable your PC Website with a selection of coupons and promotional offers delivered to mobile phones via SMS

• SMS or bar code coupons (EAN & 2D) delivered to mobile phones with full POS redemption using existing POS systems (transaction pin pads, scanners, loyalty cards, hot register keys). Coupon redemption captures detailed customer transactional data that can be leveraged for future, more relevant messaging. This can be created as one-off coupons or as a “coupon club.”

• Smart coupons that integrate with outside database info—such zip code lookup combined with the real-time weather of that zip code—that deliver contextually relevant SMS messages to the customer based on that real-time data

• Mobile-enabled loyalty cards and points cards

Mobile Marketing Campaigns for QSR

• Optimized mobile sites and landing pages for rich media interaction, customer acquisition, customer engagement and product awareness

• Customer engagement campaigns like SMS sweepstakes, polls/voting, surveys and quizzes

• Set up corporate communications and “crew messaging” using SMS and mobile sites

• Create location aware campaigns and geo-fences for just in time marketing offers and information

Mobile QuickFast Club

Come into the 5th Street location anytime this week for a free Kids Meal with purchase of 2 Supersize Meals.

Text HELP for help, text STOP to stop.


Basic SMS Promos & Alerts Subscriptions

COUPONS ISSUED AS SINGLE INTERACTION OR SMS ALERTS SUBSCRIPTION End user opts in via keyword/short code to receive a one-time offer (MIXIT) or to SMS subscription alerts where they are sent daily, weekly or monthly offers. The alert opt-in can be via keyword or Web page (left). This is ideal for building a database of customers for repeated, segmented messaging.

My Starbucks Rewards

Hi! To complete your sign-up for Starbucks mobile texts, reply YES to this message. Msg&Data rates apply.

Starbucks: Enjoy a however-you-want-it Frappucino for half price from 3-5 PM. Text STOP MIXIT to end. Msg & Data Rates Apply.

Text MIXIT to 44264

Mixit






Scaled Deployment of QSR SMS Campaigns Mobile can offer a easy-to-use, scalable solution designed to quickly create, manage and analyze hundreds and even thousands of campaigns within a unified campaign management platform, ideal for franchise or SMB campaign management. • Average conversion rates 15-20% and

as high as 30% • ROI as high as $20 return for every $1

spent • Increases in opt-in databases have

reached 23% • At least 2x redemption rates as

compared to other media channels • Fraction of the cost of the overall

shared mail campaign–mobile easily pays for itself • Up to 1,200 opt-ins per location in first

few months–one retailer had 900 in first two weeks • Spike sales during slow weekdays and

on promotional holidays • Reported 4% increase in incremental

sales






McDonald’s Franchise SMS Coupons

QSR franchise marketing deployed by Money Mailer for regional McDonald’s restaurant: • Objective: increase daily transactions

and revenue per customer • Strategy: SMS opt-in alerts for

promotional messaging on special offers and discounts • Promotion: In-store and counter cards

given at drive-thru

RESULTS • At a fraction of the cost of the overall

traditional media campaign, mobile boosted the redemption rate 2X from traditional direct marketing alone. • Counter cards at drive-thru increased

opt-in database 23% • $20 ROI for every $1 spent with mobile

integrated marketing • Redemption rate of 17%

IHOP SMS Coupons

IHOP Free Shortstack Campaign

“Mobile is succeeding in driving traffic and providing value to my customers….” Ever Santana, regional franchise owner/manager IHOP/Fabris Companies

• Simple keyword opt-in for “free short stack” SMS coupon in shared mail campaign:

Text IHOPFREE to 686868 • Redemption codes & exp. date • 2 messages per month • Allows viral component of user-to-user

forwarding of coupons • In-store collateral increases uptake 20% • Example restaurant: 500 members in 12

weeks with average of 100/month joining mobile alerts • Reminders of special events to drive traffic

(Friday Clown Nite, Halloween, Easter, Xmas) • 10% of coupons issued are redeemed • Note: Free offers without purchase can be

wildly successful…plan for the traffic

Calls to action in traditional media (TV, print, outdoor, Web etc.) invite consumer to text message a keyword (PIZZAQUIZ) to the 5 digit short code (44264) to participate in the poll or vote. Poll and voting adds a fun interactive element to marketing messaging or promo offers. This example combines a SMS quiz with a mobile coupon sent after voting. Try this, it’s a live demo.

Quiz & Poll

Pisa Quiz: Where was pizza born? A) Naples B) Rome C) Milan Reply A, B or C Reply HELP for help. Reply STOP to cancel. Msg & Data Rates Apply

Pisa Quiz: Correct! Ur a pizza pro. Get $5 off a Gourmet Xlarge. Code 3e9d Exp. 12/31/10 Reply HELP for help. Reply STOP to cancel. Msg & Data Rates Apply

In-Restaurant Mobile Marketing

Use an enticing call-to-action on in-store signage, screens, and through employee communication to encourage mobile sign-ups

Why Mobile for In-store Marketing • Ability to reach an interested customer

• Immediate incentive to participate • Increase sales conversions

• Ability to integrate with POS system and CRM • Customer loyalty programs

• Customer service capabilities

Call to Action Examples: • Text-to-Win sweepstakes

• Text for a discount • Text for valued alerts

• Text for VIP treatment • Text for in-store help

Mobile Enabled On-Pack Marketing

Why Mobile On-pack • Database list building

• Loyalty point redemption

• Sweepstakes and incentive programs

• Awareness/loyalty

Mobile on-pack call to action opt-in delivers SMS which can contain:

• Instant win SMS or a prize code redeemed online (Web)

• Promotional codes and bonus offers

• Additional reply option to opt-in to SMS alert group

• Mobile site link embedded in SMS

• Brand content download via SMS

• Points to existing reward program (with initial profile entry)

BURGER KING BURGER WRAPPER SMS OPT-IN FOR MUSIC DOWNLOADS US Hispanic market campaign with unique redemption code keyword & short code printed on burger wrappers for exclusive ringtones, music video downloads and more delivered via SMS.

Sprite Spark Text: Loyalty & Rewards • Sprite “Under the Cap” on-product loyalty point

code redemption via SMS with mobile site for content delivery

• Sprite Drake SMS Reward program • Sprite NBA All Star Game “Slam Dunk” mobile

site for branded content delivery

Loyalty & Rewards Campaigns with Brands

Customer Acquisition via Mobile

Web Opt-in

• PC Web site or mobile site opt-in to weekly SMS messages on events, promos, and special offers

• Opt-in available via online Web form or mobile site capturing customer profile data

• User selectable alert message content preferences

• All preference and profile data is captured for CRM database build, analysis, targeted messaging and use in other marketing channels (email, print direct marketing etc.)

• Tell-a-friend component–end user forwards marketing message to a friend from Web site via SMS

Mobile Site Opt-in

Web Page Delivering SMS Coupons & Promotions

Pisa Pizza: Show code for free med pizza when u buy a Xlarge. Code: 2dhj Exp:101/10

Call to order 7345551112

Msg & Data Rates May Apply.Text HELP 4 help.

CLICK-TO-CALL OPTION Any SMS coupon can include a clickable phone number to take orders or make purchase

USER SELECTABLE SINGLE COUPON DELIVERY Customer selects from special deal coupons that are delivered directly from Web site to phone. Coupons are now on the customers’ person 24/7 as reminder and incentive for spur of the moment or unplanned visits.

YES minimize cashier involvement

YES leverage existing retail technology systems

YES maximize customer’s participation and reach (older phones too!)

NO cashier slow-down

NO new hardware (scanners, servers, PIN pads or readers)

NO bad user experience and resulting lost revenue

NO limited user phone reach

Mobile Coupons: The Restaurant’s Perspective

Mobile coupons for Blackberry users too…

Redemption Options Available • Payment terminal pads using mobile phone number • Register hot keys or on-screen “virtual” terminal • Integration with discount card account • Scan with optical barcode scanner

Mobile Redemption Solution

Point of Sale Redemption for Mobile Coupons

Settlement

POS Mobile Coupon Redemption

The POS redemption solution aggregates POS hardware redemption systems so a simple SMS coupon or mobile barcode coupon can be redeemed on virtually any POS system.

Mobile Coupon POS Redemption 1

5

6

4

3

2 Ghiradelli Coupon Get $1 off a deluxe Ghiradelli Chocolate Sundae. Exp:9/30/10 http://m.choc. mobi Msg & Data Rates May Apply

Coupons with POS Redemption

$1 off Ghirardelli Chocolate Sundaes. Expires 10/25/10

2221621217-2090

• “One size fits all messaging” can have unknown relevance to the recipient

• Mobile Smart Coupons and Messaging easily integrate with data sources such as news, weather, consumer profile, inventory, local promos etc. instantly adding relevance to the message delivered

• Smart alerts can know: ! Who the customer is ! Where they are ! What’s happening around them ! When they want something ! Why they need or want it

• Drive in-store traffic, Web traffic and product sales.

• Immediate, direct response solution that demonstrates ad effectiveness.

Smart Coupons & Alerts

The heat wave continues here in LA! Cool off at lunch with an ice cold root beer float, free with every Galaxy Meal purchase at any AstroBurger location. Code:34ru3 Exp: 7/12/10

Smart Coupons & Alerts

Text opt-in for either single coupon or to opt-in to couponing alert group

62407

Miami

Store 33128

62407

Text STORE + your zip code to 62407 to receive a SMS coupon every month for 20% off your favorite 2010 fashions.

Database receives keyword opt-in and delivers a coupon based on external events or information in the database

Database

Weather Stock Market Sports Scores

Location Look Up

Product Inventory

Consumer Profile Data

Past Consumer Purchases Any Other Event or Data Sets

SMS Only Coupon: Contextually relevant coupon is delivered based on keyword + database referencing with unique redemption code.

It’s a scorcher in Miami today! Keep cool with breezy late summer skirts. 20% off at any store. Code t239r Exp. 8/31/10

Freezing in NY today? Keep warm with with a wool sweater. 20% off all sweaters at any store. Code 34r39r Exp. 8/1/10

Contextually relevant coupon delivered based on keyword + database with unique redemption code.

STORE + 10507 Sends coupon for sweaters

based on cold weather reading for opt-in zip code

OR….You can deliver a SMS Coupon with link to WAP page with multiple coupons and barcode

It’s a scorcher in Miami today! Keep cool with breezy late summer skirts. Discount coupons: http://nyskirts/mobi

• Single ping(s) location fixes for inexpensive “pay once” location fix

• Ping every time location aware messaging for single SMS offers or alert group/subscription campaigns…and pay for every ping

• Geo-fencing for just in time messaging

• Assisted GPS offers best case position fixing

Location Based Services

Mobile QuickFast Club

Come into the 5th Street location anytime this week for a free Kids Meal with purchase of 2 Supersize Meals.

LBS Geo-Fencing: The North Face

North Face Geo-Fenced SMS Campaign

Location Based Geo-Targeting

• 1,000 geo-fences created in New York, San Francisco, Seattle and Boston • Urban areas had half mile

perimeters, suburban areas up to a mile around the stores • SMS messages about offers and

seasonal product arrivals • Uses multiple LBS technologies:

GPS, carrier provided user location info, cell tower triangulation & hybrid • User opts-in to campaign to receive

messages • Maximum of 3 texts per week for

any user • Opt-out rate is low at 6%

Brand Benefits: • Grow brand awareness through new

channel • Optimize data capture • Enable opportunity for future contact with

consumer • Drive traffic to store

Consumer Benefits: • Firsthand involvement with brand • Download or share content • Tell a friend feature • Learn about product • View commercials • Locate a store

Mobile Display Ads with Site Click Through

CASE STUDY: MOBILE DISPLAY BANNER ADS 1.25% avg. CTR on sites 2.71% avg. CTR on Boost carrier Overall CTR dramatically higher than 0.01% avg. online CTR

Mobile Internet: Hardee’s Mobile Site

• Product information • SMS alert opt-in • Videos of broadcast TV ads &

consumer generated ads • Store locator (nearest Hardee’s

restaurant) • Viral “mobile greeting cards”

content for peer-to-peer sharing of animated gifs, personalized messages and more • SMS alert opt-in • Integration with email fulfillment • Tell-a-Friend viral component

sends site link via SMS • Survey to measure site

effectiveness for brand awareness

Mobile Internet site featuring user generated content (name the product) with user profile collection. Information gathered by mobile site sent to Hardee’s Web site for integration into :30 video ads to be displayed in Web and mobile site.

• Custom Apps: Standard apps, built from scratch with original creative and functionality

• Express Apps: Quick and inexpensive apps that are mobile site conversions

• Enhanced Apps: Express Apps with optional smart phone native functionalities

Mobile Apps

Mobile Apps

Starbuck’s Mobile Cards Payment via scanned barcode on phone…phone takes the place of Starbuck’s plastic card Connected to user’s credit card, and can be topped off

Reward “stars” for use for menu items and perks (free drink on birthday, free syrups, free soymilk, refills etc. Store locator

Carl’s Jr. App • GPS enabled loyalty program rewarding check ins across US • Guaranteed rewards, restaurant locator, social media interface, video, menus, nutrition info • Cross-posts users’ location check-ins on Facebook, Twitter and Foursquare

• First check in and every subsequent fourth check in earns a spin on The Wheel of Awesome for a chance to win discounted and free menu items, branded gift cards, prizes and merchandise from participating partners • Check ins that have not earned a wheel spin can receive a coupon for a featured menu item that can be saved for 7 days or redeemed immediately within 30 min • Reward offers increase with frequency of check-ins

• Non-menu prizes have customer info capture for prize delivery • Check in limited 3 per day and limited to one per day part (breakfast, lunch, dinner)

• Virtually construct pizzas from crust to toppings

• Create chicken wings as you like them…crispy, sauces

• Coupons on a “virtual fridge”

• Tilting the phone moves toppings around the face of the pizza

• Users can easily save and dial up their favorite items

• Of course, place an order

Mobile Apps

Social Networks & Mobile • Mobile social networkers currently represent

over 11% of online US adults

Source: How Interactive Marketers Can Reach US Mobile Social Network Users, Forrester, December, 2009

Social sites serve up more than HALF of all page views on the mobile Web (USA)

Linking rewards programs to mobile social networks

The Future: Near Field Communications (NFC) For the future of mobile restaurant marketing… look to Japan and NFC

• The mWallet for payment • Content and information delivery • Frictionless opt-in

CASE STUDY: McDONALD’S JAPAN

• May 2008, McDonald’s introduced NFC-based coupons—users download coupons through a mobile application and touch a reader/writer at the point of sale to instantly redeem their coupons, as well as pay for the purchase, and receive loyalty points

• Promotions are planned according to each individuals purchase history; profile data and contextual factors like time of the day, or what the weather is like

• Investment: large backend infrastructure and putting NFC reader/writers into 3,800 branches with a dedicated mobile marketing joint venture with NTT DoCoMo

• Stats: 16 million registered users (>12% percent of the Japanese population), >100 million mobile page views per month, and in less than 2 years, the number of coupons now exceeds 4.5 million

ALL JAPANESE MOBILE USERS

Source: Christopher Billich www.mobithinking.com

What’s Next: Restaurant Mobile Marketing

Augmented Reality: Stella Artois iPhone 3Gs/4G App Video camera on iPhone is used to “see” live surroundings • Augmented Reality technology overlays geo-relevant info and graphics in real time (US, UK, Argentina & Canada) • GPS used for phone’s location for geo-relevant info • Location maps • Reviews and ratings with user generated posts • User can set personal preferences and filters for search • Integrated taxi number service • Augmented reality works for iPhone 3GS/4G, for earlier models there is a 2D listing function

“Mobile Marketing for QSR & Casual Restaurtants” Presented by Michael Ahearn, VP Marketing & Strategies

Part of the iLoop Mobile Webinar Series

Thanks for attending, for more info on how iLoop Mobile can help you with mobile marketing, please contact:

[email protected]

+1 408 907 3360

webinar deck: mobile marketing for qsr & casual restaurant webinar

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