Cellit Announces Best Practices in Mobile Marketing for Restaurants
How to achieve a 20%+ mobile coupon redemption rate, build customer loyalty and sales
CHICAGO, March 2, 2011 - Cellit, a leading provider of mobile customer relationship management (CRM) systems for restaurants, retailers and other companies today announced the findings of a comprehensive review of successful restaurant mobile marketing campaigns. Cellit has analyzed the more than 25 million text messages sent by various restaurants and other companies to customers with the Cellit Studio technology platform to determine the keys to success of mobile marketing. Cellit’s findings are supplemented by the real-life experience of the Cellit team which includes a sales manager/former restaurant owner who knows first-hand the challenges of building customer loyalty.
“Cellit knows how hard restaurant owners work at building their customer base and marketing their business, so our goal is to provide easy to manage mobile marketing services that generate high ROI while improving the customer/restaurant relationship,” said David Wachs, president of Cellit. “Mobile marketing provides a unique channel for a restaurant to develop compelling, creative communications that build customer loyalty, drive restaurant visits, and increase the tender amount,” he added.
The following are Cellit’s tips for how restaurants can cook up an effective mobile marketing campaign:
— Cadence/Timing - Do you think your customers are in the mood for pizza
at 10:00 a.m.? No, of course not! Send your offers when the time is
ripe, especially right before the drive home around 3:00 p.m.
— Collaborate/Tie the Physical to the Virtual - Your store and your
employees are some of your best assets. So are any “real world”
marketing campaigns such as billboards, in-store posters or flyers. Make
sure to leverage all of these to support your mobile marketing. Educate
your employees; you may even want to incentivize them to sign up
customers for your mobile club. Include your mobile offers on all
marketing materials. Cellit has found that something as simple as a
poster telling customers to send a text works well. Mobile marketing is
great because it can help you engage your customers, but also help you
measure the effectiveness of your other forms of marketing, by creating
unique text codes for each. You will be able to know if your posters or
your flyers drove more customers to take action.
— Content/Variety - Just like with your menu, it can pay to spice things
up. No one wants to receive the same offer or message every week. Your
messages do not always have to be offers, either. Sometimes a survey or
a contest can generate just as much interest. The key is to alternate.
— Create Excitement/Exclusivity - Make sure that your mobile offers are
unique from other forms of marketing. That can help create a sense of
exclusivity that makes people want to join. Seeing someone redeem a
mobile coupon can make other guests curious and motivate them to sign
— Commitment/Planning - Sending a one-time message does not constitute a
mobile marketing campaign. Planning ahead, including tying promotions
to major holidays or local events will help you ensure that you have a
steady stream of communication and that your mobile marketing will
continue, even when other parts of your business require your attention.
— Redemption/Integration - Many mobile campaigns for restaurants involve
mobile coupons. To ensure these coupons are validated appropriately and
tracked for future behavioral-based targeting, integration with the POS
register is required. Ensuring this integration is streamlined and
simple for the clerk or wait staff to manage is critical.