McDonald’s, Popeyes, and Red Robin all Embracing Text Message Marketing

February 24, 2007

Do you think McDonald’s would get involved in Text Message Marketing if this was a weak fad and only going to get them in legal trouble?

Do you think large franchises like Popeyes Chicken would risk ticking off customers by sending them unwanted text messages?

Do you think Red Robin the red-hot Burger chain would add Spam to the marketing menu?

Nor do I, my friend. Nor do I.

I have seen this before. The big chains get involved first, because their VP’s and Ad Firms make the big bucks and consequently charge the really big bucks, and the small guy feels shut out by price — perceived price!

Good News! Text Messaging is inexpensive AND valuable!

Right now (my text messaging company) offers restaurants, retail, non-profits and the like the opportunity to start building a list of their customers mobile numbers today for free. We charge only when businesses decide to send a broadcast message to the entire list. That price is curretly only 20 cents a message.

If you’re a high traffic restaurant website you can acquire around 200 mobile numbers per month. If you use our compliementary “key phrase” on your ads you could get substantially more than 200.

If you hit 1000 mobile phones ($200) and you have a per person average at your restaurant of $12.00. You only need a 3% return to make back your money plus 100%. Do you think 33 poeple out of 1000 would respond to an ad on their mobile like this:

“Show this message when you order curb-
side service tonight and we’ll throw in
6 soft and warm
chocolate chip cookies!
You’ll be a hero when you get
Expires at midnight tonight”

Do you think 33 out of 1000 people would come in that night? What if we send it out at say 4:30 in the afternoon on a Friday?

Call me up and let’s find out how many will do it. 512-322-2010

Heck, McDonald’s and the rest are giving it a shot. Why aren’t you?

Links and Quotes of interest:

Check out this AP release from this past weekend:

This is from the release…
“Probably the most important medium for advertising in the 21st century is going to be the cell phone, not print media, not billboards. It’s just a matter of time — there are just too many of them,” he said. Globally, the number of cell phones in use recently crossed 2.5 billion, an increase of a half billion in just 12 months, according to Wireless Intelligence, a joint venture between the GSM Association industry group and the research firm Ovum.

Verizon Wireless says marketers have shown tremendous interest in arranging text-messaging campaigns where recipients wouldn’t be charged, though no deals have been cut as yet.Text messaging “provides anytime, anywhere access to the consumer because the mobile phone is always on and always available,” said Laura Marriott, executive director of the Mobile Marketing Association.

Contests and sweepstakes that require consumers to enter via text message are among the most popular campaigns so far, according to Marriott, citing McDonald’s, Burger King, Procter & Gamble Co., General Motors Corp. and CBS Corp. among the corporate giants that have used them.

Use of the tactic in the United States was delayed by technical obstacles to running the campaigns on different carriers and mobile-phone platforms. With those problems resolved, McDonald’s is among the companies looking at making text-messaging a significant part of their U.S. marketing, beyond just promotions and games.

Dean Barrett, senior vice president of global marketing, said the Oak Brook, Ill.-based chain is developing a system that would allow customers to order by text message before arriving at a restaurant, with automatic billing through their phones.

“Text messaging is going to be a big opportunity,” Barrett said. “It not only offers us a fun way to engage consumers and a great way to have a conversation with them, but in the future it represents an opportunity potentially to make the McDonald’s process even easier for consumers to use.”


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