7th Feb 2013, 11:16 AM | #1 |
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I recently launched my SMS services and am discouraged by my initial results. I am using Lime Cellular for SMS and signed my first client who operates three restaurants. We started this Sunday placing QR codes in one location running 3 campaigns: 1. Their 10yr anniversary celebration - scan or text-to-win a $200 Visa Gift Card. 2. Join their frequent diner club - receive instant 10% off mobile coupon. The restaurant likes the frequent diner program in their POS system (they issue physical frequent diner cards) and they use paper forms to have customers join. We added a QR code to the form for them to scan to get their coupon. 3. Spend $6 or more - scan or text to receive a mobile coupon for a free Budweiser. We actually had the local Budweiser rep make table tents with the QR codes with their logo and endorsement. The first location has a total of 50 tables and a Budweiser table tent is placed on every table. The QR codes for all three campaigns went live in the first location on Sunday. Total number of scans/opt-ins since Sunday - SIX!!! :confused: Other than engage the servers to strongly promote these campaigns, can anyone suggest more effective ways to drive traffic through SMS? We also will be launching a direct mail campaign they use to a service like ValPak. They have a distribution list of 40,000. We will be placing a QR code in this mail drop offering a text-to-win for a free entree. One other note, the restaurant owner did not want to have people already dining in the restaurant to fill multiple fields from a landing page. Thus, the in-house diners QR codes are a straight SMS keyword for the opt-in and mobile coupon. Any external promotions (i.e. direct mail) will scan a QR to bring them to a mobile landing page where we ask for name, mobile #, and email. I certainly need more success from this initial SMS effort. This is not what I was expecting. How can we have table tents at 50 tables and only get 6 scans in 4 days? If anyone has any suggestions, I am all ears and welcome your comments. Thanks! Jay |
7th Feb 2013, 12:10 PM | #2 |
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Many people don't know how to use QR codes or even what they are. I have a reader and won't scan them because I don't want to find the app to use it, as I use it so infrequently. Do you also have just a text keyword to number to enter, or is it all QR code based optin? No real experience here, just observations. Launching my own SMS marketing soon, but I have no plans to use QR codes. |
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7th Feb 2013, 12:54 PM | #3 |
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1. As mentioned QR codes are fun but they can't be the main way to sign up. 2. As you mentioned the #1 way to get sign ups is to get the staff promoting it. If the staff at the resturant isn't behind it you will never grow the list. You should have more than 6 on the list just from staff who want to see what is sent. 3. You could replace their normal in paper (and such) coupons with one or more "Text CODE to ##### for SPECIAL" That way the customer gets that coupon plus is on the list for future coupons. Great way to increase the ROI of print media. 4. You should not need a landing page as long as the ads and people promioting it are clear to what they are signing up for. |
7th Feb 2013, 02:56 PM | #4 |
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Thanks for the response. I do have the QR codes and adjacent to the code I have, "Scan with your smartphone or text XXXXX to XXXXX" Just checked their stats. They're in their peak lunch hour now...nothing new. Probably should try new signage with more emphasis on text instead of QR. Thanks again. |
7th Feb 2013, 03:48 PM | #5 |
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Do the signs promote what is in it for them? Hell do people even read the signs? You need to get the owner/manager to get the staff on board. This is their chance to turn once a month customers into once a week customers. To turn once a week customers into twice a week customers and etc For the servers this is more tips in their pockets. It is also easier to wait on regulars as you know what they like. Regulars tip more because they come to know the servers. For the owners/managers it means more profits/bigger bonuses. A busy resturant is an easier to run resturant (trust me this is true from real world experience). More customers = more tips = happier staff = less turnover = less hiring costs & time Every single customer should be introduced to the Text Club every time they are in the resturant until the staff knows they have joined. Might even want to use multiple keywords for joining so each waitress has her own. |
7th Feb 2013, 05:14 PM | #6 |
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Get the staff involved. Don't ask customers for too much personal info. Make sure they know where the QR Code will lead them.
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8th Feb 2013, 10:51 AM | #7 |
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I agree with the suggestions above to get the staff involved. They're the key to getting more optins as they are the ones dealing directly with customers. WIIFM also applies to the staff not just customers. Make it a friendly competition and offer staffs an incentive. Assign each staff a unique keyword, whoever gets the most optins in a week gets 2 free movie tickets or a day off for most optins in a month. |
8th Feb 2013, 01:20 PM | #8 |
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get staff buttons that say "scan me now" or "scan me to save XX% today" tablets are cheap enough now to circulate them with a mobile/email opt in to get free net access while at table. |
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8th Feb 2013, 01:35 PM | #9 |
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QR codes dont talk or move so they dont engage with ur clients. Put them on something that either moves or talks or even both |
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8th Feb 2013, 02:06 PM | #10 |
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I would suggest giving them an instant coupon via SMS rather than having them scan a QR code. As others have noted above, lots of diners may not even know what a QR code is. If you can configure your SMS provider to automatically send customers a coupon once they join the SMS list, use signage that alerts them to the immediate benefit and uses the "sign up" as an afterthought. Want $5 off today's meal? Text XXXX to XXXXX to get your coupon and to sign up for other offers. Also, have you thought of using check stuffers versus table tents? |
9th Feb 2013, 11:39 AM | #11 |
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Hey jay. Seems like the overuse and/or emphasis on the qr codes is what is causing the slow sign ups for your campaign. I would even go as far as removing the qr's from the table tents. Just use the simple text sign up verbage with whatever your incentive is to sign up. Maybe u could post an example of your current table tent? My advice would be to keep it simple. Saying "mobile coupon" could be confusing your customers. Try just having big text saying something like "get 10% off your bill today by joining our diners club! Simply text xxx to 111111 to join" Qr codes are just supplemental to the above. Adoption is so low that your opt in rate is not surprising given the focus it looks like u have placed on the qr.... Promote the list in the bathroom (if it makes sense), on their fb page, to their email list and on twitter (if they have). Def tell all servers to mention it when they are delivering the check. My gf's restaurant gives a dollar for every signup a server gets. Works awesome Also you could have give away cards in with the check as well, since that is the time they are primed to be looking for some value. |
9th Feb 2013, 04:59 PM | #12 | |
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All great suggestions. Thanks
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11th Feb 2013, 11:56 AM | #13 |
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Thanks to everyone who posted their thoughts here...all very good suggestions! I think the consensus is to have QR codes out there but don't overemphasize. Text XXXX to XXXXX is simple and more widely used. Also, I will stress the importance of promoting campaigns through management and servers. I like the idea of server incentives to help motivate success to the program. Thanks again for all your greg input! |
11th Feb 2013, 06:58 PM | #14 |
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Please let us know how it goes for you mate!
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11th Feb 2013, 07:21 PM | #15 | |
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12th Feb 2013, 10:08 AM | #16 |
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First of all you have to ask, what is it your really wanting to achieve with the campaign, my post on QR CODES and SMS Marketing may help. Secondly make sure you are making effective use of google local mobile ads to drive consumers in. Thirdly aswell as letting them scan a QR Code let them either tweet or facebook for a free beer to show they are in the restaurant. Next make sure your restaurants google plus is all set up and you have the locations on google maps. The thing is while people are already in the restaurant they wont really be too bothered about taking action so add to the receipts some take action points like leave a tripadvisor/google review, scan this QR CODE to be entered into a monthly draw and whether you win or not you will receive something on your next visit. Let me know how you get on by email or skype and il give you some other advice that has worked for me in the past |
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12th Feb 2013, 12:07 PM | #17 |
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Go make the money !
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12th Feb 2013, 01:34 PM | #18 |
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SUPER SIMPLE SOLUTION WITHOUT COMPLICATIONS: Build a mobile site with a simple signup form, click 2 call, click 2 email etc. I.e. http://dd.gomo.io Promote it with QR (noone will do this), and short URL print advertising. Also if you get them to sign up via txt, you should include the link to your mobile landing page like the one above in the "thanks for signing up" auto responder text that they get after signing up. Click to call features, menu, hours of operation etc. EXTEND THE VALUE OF YOUR SMS CAMPAIGN WITH MOBILE WEB STUFFZZZZZ That is all |
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22nd Feb 2013, 07:55 PM | #19 | |
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22nd Feb 2013, 08:14 PM | #20 |
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Get creative with promotion on the print side. Other easy solution, have them pay with 'square' and offer a discount if they do. You can configure it to require their phone number for opt in. I launched a very successful campaign with a restaurant last month that went like this : Server says, if you pay using our mobile payment method, you get 10 percent off, but it does require that you sign up to receive special offers with either phone number or email. Make the sign up a part of the dining process, not a side item. The server will offer the guest list 5-10 percent discount when they bring the bill. Restaurant owner gives a small bonus to servers every 10 sign ups. Use mobile payments as the reason for the discount. Average Joe thinks that the business saves money with mobile payment method, and gladly shares contact info. on launch night the restaurant with 30 tables logged 25 registrations. They average 15 daily now. Think about it... Ask me questions I'll provide more details if you need them. It works |
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25th Feb 2013, 04:53 AM | #21 |
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First question, what was their conversion rate via the 'old' existing method?
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25th Feb 2013, 07:24 AM | #22 |
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@jayc470: You don't mention your location, so this may not be a concern. In some states it may be ILLEGAL to offer free (or even discounted) alcoholic beverages. If idiots like Mayor Bloomberg have their way, it may even be illegal to give away cheese cake some day. |
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25th Feb 2013, 09:07 AM | #23 |
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have a waiter walk around w/a nice dessert tray at end of meal, offer a free dessert on the spot if they opt in either email or mobile#
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28th Feb 2013, 02:22 PM | #24 |
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I agree with many previous members emphasizing to get the staff involved. The customers may not even see the ads or know what to do. Make sure they are aware of the promotion and understand the benefits and how to sign up. Also, you could even have someone (even yourself) to spot-check the restaurant as a customer to see if the employees are following through with managements direction to promote. Then measure the results. |
28th Feb 2013, 03:54 PM | #25 |
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28th Feb 2013, 04:47 PM | #26 |
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Hey OP, it's been a few weeks, how did things progress?
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28th Feb 2013, 04:56 PM | #27 |
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I just read your post about sms, I had a little idea. Its an offline thing though. How about this. Get some small cakes made up. Nothing fancy, just a box of cakes. Drop in a few leaflets with your restaurant name and address into the box. Look up some big office blocks and send them into a department, or downstairs reception before lunch. I wouldn't matter to me if there was an offer in the leaflet , the gesture itself might make me want to check out your place. Random act of kindness may be a talking point. Plus everybody loves cake. |
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