Client wants to use sms marketing...but in a different way?

by ish
11 replies
Hi everyone.

I have a pizza shop client who i recently spoke about setting up a sms campaign...and she seemed interested.

The problem is her husband (also her business partner) does not like the idea of doing discount deals via sms...he feels it cheapens his restaurant's image and menu...I tried to convince them to try it, but he stubbornly refused.

So the lady wants me to setup a sms campaign where we only advertise the daily specials... no discounts or special offers...and i don't know if it will work.

Has anyone had experience doing this type of sms campaign?

What could i suggest that may change their mind?

thanks
#client #marketingbut #sms
  • Profile picture of the author kimboslice
    Have they ever run any daily specials or discount deals before?
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  • Profile picture of the author PsycFa
    Its nothing different from running a deal/discount but instead you need to use the daily specials. But unfortunately there is no incentive as I presume every day of the week; they have specific specials or they create a new one everyday?

    If they have the same specials all the time; it will be pretty useless as all you will be doing is harassing the consumers.

    Try to use "a free desert" ; 10% off for purchase above 50$ or something..just to make the people coming into mass.

    Instead of deals/coupons; you can run also something like "share it and Stand a chance to win a "something".

    So what you do;

    1. setup a viral daily special on fb (use covert coupon plugin sold here on WF).
    2. send the sms containing the link (instead of the QR code)
    3. They click and share (use a tracking script - php click or something)
    4. Test and see where you get the best response.

    Result: you get your money and your client is happy because awareness of their pizza joint is spreading without reducing the value of their menues.

    You will get a lot of clients like that if you are working with restos etc.. YOu need to know how to approach the campaign.. its not difficult think outside the box
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  • Profile picture of the author Sam Douglas
    If I was you I would think twice about working with a client like that but I liked what PsyFa said and use the daily/ restricted time nature of the deal to trigger loss prevention psychology if possible
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  • Profile picture of the author bumkeun
    Originally Posted by ish View Post

    Hi everyone.

    I have a pizza shop client who i recently spoke about setting up a sms campaign...and she seemed interested.

    The problem is her husband (also her business partner) does not like the idea of doing discount deals via sms...he feels it cheapens his restaurant's image and menu...I tried to convince them to try it, but he stubbornly refused.

    So the lady wants me to setup a sms campaign where we only advertise the daily specials... no discounts or special offers...and i don't know if it will work.

    Has anyone had experience doing this type of sms campaign?

    What could i suggest that may change their mind?

    thanks
    I hear this all the time..not sure how to work with these types of clients.

    I tell them they can send MMS photos of their new dish they want people to know about or reminders for holiday reservations but no luck.

    I try to tell them about a free appetizer when you dine in with a purchase of entree but they still don't want to give anything to get something..it's difficult working with these types of people. IMO.
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  • Profile picture of the author bluecoyotemedia
    tell them this



    "you know I understand exactly how your feel regarding offering discounts and such and I also would never offer discounts to new people

    BUT I would reward loyalty and reward people that are new customers who at least spent some money with you and this is what a VIP list is all about

    it's about rewarding your customers with special discounts or special days to invite you to come and enjoy but most importantly as a way to say

    thank you and we truly appreciate your business"


    let me know what happens


    you see every Tom Dick and Harry from val pack, print and all salespeople come from the vantage point of

    offering discounts slashing cost's and such.. like a groupon

    so they are a bit numb to this..





    Originally Posted by ish View Post

    Hi everyone.

    I have a pizza shop client who i recently spoke about setting up a sms campaign...and she seemed interested.

    The problem is her husband (also her business partner) does not like the idea of doing discount deals via sms...he feels it cheapens his restaurant's image and menu...I tried to convince them to try it, but he stubbornly refused.

    So the lady wants me to setup a sms campaign where we only advertise the daily specials... no discounts or special offers...and i don't know if it will work.

    Has anyone had experience doing this type of sms campaign?

    What could i suggest that may change their mind?

    thanks
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    • Profile picture of the author Thomas Michal
      Originally Posted by bluecoyotemedia View Post

      tell them this



      "you know I understand exactly how your feel".
      Also never say this line. You are a businessman you aren't there to empathize with the guy.

      And, no, you probably don't understand- do you own a pizza shop? Are you the same age and hold the same life experience?

      Probably not. So by saying I understand, you're telling the guy- hey I googled how to overcome objections and used the same canned response every terrible salesperson uses.

      You mind as well bust out the Franklin close after that...
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  • Profile picture of the author globalpro
    My question to them would be 'what's so special about a daily special?'

    They also may run the risk of alienating customers from daily texts.

    Thanks,

    John
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  • Profile picture of the author Aaron Doud
    A few things.

    1. Running a daily text will likely be too much for their customers.

    2. I personally am on one list that seldom gives a deal that isn't their normal deal. But I love it. It reminds me of the great deal and I would say it turned me from a once a month customer into a 3 to 5 times a month customer. That's pretty significant. I would always advice my clients to mix in texts about normal specials(as long as they are a big deal) and ones that are specific deals for the text club. This resturant I was talking about does that and it works great.
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  • Profile picture of the author Thomas Michal
    Originally Posted by ish View Post

    Hi everyone.

    I have a pizza shop client who i recently spoke about setting up a sms campaign...and she seemed interested.

    The problem is her husband (also her business partner) does not like the idea of doing discount deals via sms...he feels it cheapens his restaurant's image and menu...I tried to convince them to try it, but he stubbornly refused.

    So the lady wants me to setup a sms campaign where we only advertise the daily specials... no discounts or special offers...and i don't know if it will work.

    Has anyone had experience doing this type of sms campaign?

    What could i suggest that may change their mind?

    thanks
    Say this...

    "You know, many companies have said no to this right away too for very similar reasons. But that was until I explained all the benefits about building customer loyalty and increased profits. Let me explain...

    What we should do is put together a special offer for your existing customers where if they bring in a friend they get the deal.

    So by doing this not only are you helping your customer save money (which he will love you for) but you are building on his loyalty to your brand, AND getting a new customer in the process.

    Now I don't know your exact profit per customer but if you got just 100 people to respond to your offer that will bring you 100 potential new life time customers. And those are the customers you want right? (Right here he will do the math in his head so you just monetized the solution)

    So even long term you can see how this will not only help expand your customer base and make you more money but also get you more local brand awareness."

    Basically don't sell him sms, sell him more customers and money. And tell him the best way for that is...well, sms deals

    Its almost a no brainer
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  • Profile picture of the author xlfutur1
    Why would offering a special deal to select customers be "cheapening" the restaurant's image? That would mean that every business that does a Groupon is cheaping their image. Its actually worse because Groupon's are people that don't necessarily have a relationship with the business already, but are just looking for a deal.

    The reality is that people like to feel like they are getting a great deal. Period. That is human nature and will never change. If you construct your deal so that you offer value while increasing revenue at the same time, its a win/win for both the customer and the business owner.

    There is a huge margin in pizza. Certainly this guy could put together a deal that would be attractive to his list without compromising his profits. It sounds like he is more into "image" than he is profits.

    I have a pizza client with 800 SMS subscribers. A well constructed offer could bring in 100-200 more customers on a given night than they would normally have otherwise. The right deal could be a huge profit center just with that list.

    The question to ask this guy is: "Do you want to make more profits or don't you?"

    You can't make a local business owner want it more than you do though. If you are always swimming upstream, go find someone else that has a sliver of a marketing brain.
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  • Profile picture of the author tac88
    It's not about giving a coupon or a discount it's about building him a list of his customers and rewarding his loyal customers with a exclusive offer.
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