If your restaurant clients are looking for more effective ways to reach consumers, consider suggesting a mobile campaign. Large operators such as Starbucks, Hardee’s and McDonald’s have turned to mobile coupons and text message campaigns to drive traffic. Here are a few details about how these campaigns succeed:

• Target 18-34 year olds who tend to be heavy mobile phone users.
• Build an entertainment component into the campaign such as suggesting consumers invite friends to a restaurant and use the coupon delivered via mobile phone.
• Craft the mobile coupon campaign to prompt consumer action and make it part of a larger campaign such as print or television that builds awareness.

Nielsen Mobile indicates nearly ¼ of consumers who received such ads recall them and nearly half of those take action. The highest recall rates occur in the Asian American and African American demographics.

Sources:

Cebrzynski, Gregg, Mobile marketing drives guest traffic for special promotions,” Nation’s Restaurant News. April 2008.

Mobile Advertising Recall and Response Rising, FierceMobile, March 2008