Restaurant Social Media
Dunkin’ Donuts - Mobile Marketing Case Study:
Hello All;
I came across this article from Mobile Marketing Association and though you might be interested to know what the ‘big boys’ are doing. The lesson from this article is that if you are not considering Mobile Marketing as one of your marketing options, you might be missing a tremendous opportunity to get new customers, do a better job of cross selling your existing customers and improving your bottom line.
Enjoy!
Objectives:
• Entice trial of Dunkin’ Donuts hot lattes to high school/college age students in the Boston area
• Drive in-store redemption of $0.99 small hot latte mobile coupon in month of October
MECHANICS:
The SMS offer was sent to 7,500 targeted opt-ins. Boston radio DJ’s invited participation; “text in to DD-123” each Thursday morning. In addition, 400,000 Mobile Internet (WAP) ads ran in Boston targeted content. Over 1,000 Dunkin’ Donuts franchise owners and workers were educated with marketing materials about how to help consumers redeem the SMS coupons.
Outcome Analysis:
* The targeted WAP and SMS messaging coupled with radio created a 21 percent increase in store traffic and redemption of the mobile coupon.
* The SMS message promoted the viral element of the coupon.
* This proved to be a very beneficial aspect of the campaign, in that 17 per cent of participants forwarded or showed the message to a friend.
* In the research subsequent to the campaign, 35 percent considered them selves more likely to buy lattes and coffee from Dunkin’ Donuts.
For more information on how you may explore Mobile Marketing for your business, please go to http://www.bizgm.com/mvobiz or send me a note at mike@mvoassociates.com to discuss.
Please Note: You do not have to spend as much as Dunkin' Donuts did. There are very affordable and easy to implement programs for the small business person.
Source: Mobile Marketing Association
Replies to This Discussion
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Permalink Reply by Sybil Presley on -
Hi from Sybil-Lifetime waitress
I am from Mobile,Alabama and It is an overlooked city for marketing and other things.
With the gas oil disaster,Mobile needs all the help it can get.
Please be my friend! -
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Permalink Reply by Michael Ofori on -
Thanks Sybil;
Let's keep in touch.
Perhaps you can bring some of these marketing ideas to your city.
You are already in the industry.
let me know if this might interest you.
Mike -
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Permalink Reply by Sybil Presley on
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Hi from Sybil-Lifetime waitress!
Yes, I am interested in some info about what you've got going on!
My email is sybilpresley@bellsouth.net
Cell: 251 656-5613 -
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Permalink Reply by Brandon Munson on -
The DD case study is a good example of how mobile marketing works and the kind of ROI you can benefit from. What's important to mention about this case study is DD put a lot of advertising dollars behind the campaign, not in terms of the mobile marketing campaign (which is very affordable) but the print and radio campaigns to generate the opt-ins.
In our experience local and regional restaurants can generate between 80 and 300 mobile subscribers in the first 90 days by simply adding the call to action to their website, table tents, menus and email list for example. Another important element is a very good value proposition in exchange for their cell number. Our clients are getting 20% response rates as well. My point is to keep expectation reasonable as to how quickly your mobile subscriber list will grow. Unlike email marketing most customers only have one cell number. Check out our blog http://www.mobilevipbiz.blogspot.com -
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Permalink Reply by Nick Ostroff on -
Nice point Michael. Maybe we can work together to get the small to mid size restaurants to jump on the mobile freight train along with some of these mega chains.
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