Monday, October 22, 2007

Restaurant Marketing: Subway Text Messages With Hot Deals

Restaurant Marketing: Subway takes a step into new media with their mobile campaign, sending text message product offers right to your phone. Sign up now at Subway Mobile

Is the first step to saying goodbye to direct mail, especially when cell phone penetrations in the USA is close to 100%? Want to know how to do a cell phone campaign? We featured it in one of my previous WOW Restaurant Marketing issues.

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  1. I am the CEO of a DFW-based “restaurant online ordering” company named Resercom.  Obviously, I follow the latest Web-based, etc. ordering trends in the restaurant industry. 

    Recently, many larger restaurant operations, especially pizza chains, have begun to release “text” ordering and text and email marketing initiatives.  I truly believe there is something there with the technology that is currently available, however my eye is on what’s next. 

    Just look at the possibilities with the Apple iphone.  How will this technology effect text messaging when one can access their emails directly from their phones? 

    Furthermore, companies like Fishbowl and Constant Contact have hit the market and have found a calculation for the number of emails that can be sent to a patron befor e that patron gets annoyed and “opts” out of receiving the emails.  I would be curious to see how many text messages one would accept before getting annoyed. 

    What I’m getting at is the value has to be present for what could be considered an inconvenience or perhaps a cost.

    At this point in my life, I believe Direct Mail will be around for many years to come.  However, I do believe that technology will continue to pave new ways to get messages to consumers.

    In my case, my company directs our clients towards email marketing because most patrons that order online also have email.  Our system even takes it one step further and enables the patron that receives the restaurant email to click through directly to the advertised special to order it AND pay for it from the restaurants Website.  That patron can also forward that email to others.  I think that is POWERFUL marketing!

    I enjoy reading your posts!

    Erik  on  01/18  at  05:55 PM

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