Burger King was well aware of how well text marketing has helped businesses over the past several years. So the fast food giant decided to step their brand and product awareness up and take part in the text marketing action. However, things didn’t go quite as planned; Burger King failed to initiate a critical element into their plan: they did not customize messages.
Many fast-food restaurants use text marketing, enabling them to send customers time sensitive promotions in an aggressive yet effective manner. And while Burger King has been using MMS for promotional purposes, tying them into their SMS campaigns, they fall to get the aggressiveness out there thanks to a lack of a call-to-action.
Because quick service restaurants are within the realms of corporate regulations they have tight marketing budgets. This results in corporate level advertising that makes things difficult when you’re trying to reach a local market. Instead of offering promotions locally via mobile, the corporate side of things is making customers frustrated and efforts go down the drain.
BK’s Missing out
With each message that Burger King sends they include a picture of the product being advertised. The message implies that they should head to their nearest BK and try to new item. A recent message offered customers a deal for a muffin sandwich and a small coffee for $2.99, with the promotion ending on 2/28/14. The message also stated the details of the offer, i.e. good during breakfast hours only. But the message lacks to tell customers what BK stores are participating, and the offer no other type of incentive to draw the customers in.
Burger King could have made this promotion far better –and more effective – had they included a link that directed customers to a coupon or to a store near them. Videos could have also helped the message as could have targeting specific markets. Photos speak what words can’t, and had Burger King opted to use the photos they were already including for incentives, things could have turned out far better for the company.
Burger King has held several other text message offers, including a special for Valentine’s Day, an offer for a burger for $1 and promotional pricing on gift cards.
Other fast food restaurant chains are using text marketing, including Carl’s Jr. and White Castle, although they seem to have the SMS scheme of things down pat. They’ve localized the offers and placed incentives and call-to-action to direct more in-store traffic their way.
Jack in the Box really made waves during the recent Super Bowl when they debuted a commercial for a new cheeseburger. With the MMS incorporated into the mix of things Jack in the Box gave customers a sneak peak at the ad and the new burger, along with a coupon that could be redeemed in store.
Carl’s Jr. also used SMS to provide customers a local offer at 40 different locations in Oklahoma and Texas. With that the brand saw a 17% mobile redemption rate.
White Castle went full SMS effect last year when they began providing localized SMS alerts to their customers.
These companies are seeing success because they are focusing their attention on the local markets, offering coupons and promoting in-store traffic.
HelloWorld Vice President Aaron Clark says that all QSR restaurants should use mobile marketing into their loyalty programs. He went on to state the when you reward a customer for visiting you they will return. Customers want to feel connected to their business, and the engagement enables the brand and the consumer to interact in ways that are very personal. If a consumer can rack up a few points and get a free meal, they will take that time and this means more traffic inside of the restaurant.
Although consumers want the deals what they do not want is a company that will fill their mobile device with needless messages far too often.
A good example of this was when Facebook took acquisition of Whatsapp, a $19 billion market. This app on a mobile device allowed for new methods of interaction between friends and family. This means, for the business, that text marketing relevance is down when social media is used. Thus, consumers need to ensure that they are sending consumers only a few messages, and all of them should be relevant and very useful.
Text marketing is popular because it is so easy. Customers want to engage with a brand via their mobile device. They have opted-in to receive such offers and want to hear from you. The key to success if to engage in the most effective manner possible.