Success with Text? Look to Restaurants.

A follow up to an earlier post about SMS Text having success with Retail, and why they are important use cases for musicians. Text Marketing is also having terrific success with restaurants.

Most of the use cases are oriented towards Coupons…. That makes sense. The real value, though, just as it is for musicians, is building up a data base of engaged, opted in fans of the Brand. Check out these examples:

 Applebees – is another restaurant collecting email addresses through the use of a text message marketing campaign. The text message call-to-action appears in their menu, instructing customers to text their zip code and email address to their short code.

Arby’s - has created their own text messaging campaign to increase customer loyalty. You get a free small Dr. Pepper with the purchase of any sandwich when you opt-in, which is a great way for any text messaging campaign to grow their SMS subscriber database fast.

Baskin Robbins – is another brand turning to text messaging to grow their email database. Baskin-Robbins now has in-store signage instructions customers to join their Birthday Club by texting “BDAY” their email address to the SMS short code 31310.

Dunkin’ Donuts  - wanted to entice high school/college age students in the Boston area to try their hot lattes. They used text message marketing to drive in-store redemption of $0.99 small hot latte mobile coupon.  The SMS offer was sent to 7,500 targeted opt-ins. The campaign 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 percent of participants forwarded or showed the message to a friend. In the research subsequent to the campaign, 35 percent considered themselves more likely to buy lattes and coffee from Dunkin’ Donuts.

IHOP - is connecting with consumers using SMS Text marketing. Consumers are encouraged to opt-in for a free short stack of pancakes.Calls to action are publicized in Money Mailer direct mail pieces. Consumers are asked to text the keyword IHOPFREE to short code 686868. IHOP is seeing a 10% mobile coupon redemption rate.

Caribou Coffee  - ran a sweepstakes via text message that gave participants a chance to win free beverages for a year to celebrate the launch of a new store in Illinois. This contest generated awareness of the new store and built a database of opted-in mobile users for future promotions.

Hooters  - has been using SMS for years and constantly turns to the channel to drive consumer engagement.  Consumers were encouraged to text the keyword FOOTBALL to the short code 36832 in order to enter to win a trip for two to the 2013 Super Bowl. Furthermore, Hooters was able to build up its mobile database by 50,000 customers.

Jack in the Box –  are reporting that redemption rates for coupons from Text Marketing are 3-5 times greater than redemption rates from email marketing, and 21% of Text recipients are recommending the store to others.

Success with Text? Look to Retail.

Musicians looking for case studies and examples of where Text Marketing is having success can look to Retail. And since retailers are typically targeting the same consumer demographic that represents a Fan, the appeal of text for Artists to connect with fans is obvious.  Here are how some (of many) retailers are using text to connect with consumers both inside and outside their storefronts.

Abercrombie & Fitch - recently launched “club” programs that focus on mobile communications. Customers who “opt-in”for membership receive exclusive product offers and content, plus value-added services.  A representative states “growing our text file has been a very strong focus. You do have some issues on what and how often you can communicate to consumers via text because there are spam laws. But we’ve grown our text file essentially from a couple of hundred thousand to one or more million in the span of twelve months.”

Aerie & American Eagle Outfitters  - created a sweepstakes (contest) that includes a text-to-enter instant-win game wherein participants have the opportunity to win American Eagle Outfitters shorts and Aerie swim suits. While in the fitting room trying on the latest spring styles of American Eagle Outfitters shorts and Aerie swim suits, shoppers can enter to instantly win by texting in to American Eagle Outfitters or Aerie.

Aeropostale – created an opt in text campaign for an exclusive VIP invite to the launch of Aero by having consumers text REVEAL to 237687 (AERO87) and signing up for Aero Texts.

Toys  R Us – has grown their text database to over 450,000 subscribers. The retailer sends regular text messages supporting key shopping periods and promoting important new product launches.

Dress Barn – A representative states “More and more we are seeing that our consumers and target audience are extremely receptive to using both SMS messaging and their mobile phones to stay in contact and receive updates from brands with which they associate themselves.”

Kohls - is using SMS texts to inform consumers that if they spend $30, they can win various prizes including discounts at other retailers like Staples.

Lord & Taylor  With hundreds of the largest brands now running text message marketing campaigns, it’s no wonder that many of these brands sent SMS promotions to their customers in celebration of July 4th. It’s common for brands such as Lord & Taylor, Tommy Bahamas, JCPenney, Michaels, Simon Malls, Stage and Payless Shoes to use holidays as a chance to promote some special offer.  

Use Text Messaging for the "Moment"

Sending fans a text message creates a "moment" of connection between you, the Artist, and your fans. It's a tool to create fan loyalty and, ultimately, drive business results (a sale). Mobile text messaging is rooted in it's immediacy, and it's the trigger or catalyst for a mobile moment. It's a mechanism to get a fan to take action now.

These mobile moments are present throughout the entirety of the Artist - Fan relationship.

Engage: Connect with fans and have fun using Contests, Exclusive Content, or Voting.

Discover: Alert fans to new content.

Buy: Prompt fans to purchase show tickets, special deals, or send them a coupon.

Explore: Remind fans of all the cool music, videos and news they can find on your Web App.

Use:  The most engaged fans expect help to get the most of your Web App. Send texts to encourage activity so they get the most from their connection to you and your music.

Ask: Send fans a poll, asking them to vote on a topic important to them.

Your fans connect with you during their entire journey with you throughout your Artistic career. Map your mobile messaging to key moments in this journey. The immediacy and effectiveness of Text Messaging  drives fan action and increases sales, engagement and loyalty.


Thanks to Forrester Research for the inspiration, and some of the ideas, for this article.