Advertising

182 posts categorized

November 24, 2014

6 Thanskgiving Ideas for Restaurants

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Thanksgiving is a tricky time for restaurateurs to negotiate. Many eating establishments simply close for the day, unwilling to compete with the home-cooked fare being prepared in homes across the country. 

For most restaurants, that’s probably a fairly sensible idea. But just because you’re closed doesn’t mean you can’t capitalize on the holiday. In fact, by giving your staff the day off and minimizing your overheads, and helping customers prepare for their family Thanksgiving meal, your business could turn a bigger profit closed than open. With that in mind, let’s take a look at some top tips for making the most out of this year’s Turkey Day.

Make Dessert

With so much food to prepare for the big day, the idea of outsourcing some of the culinary responsibility is very appealing. Why not use your expertise to sell desserts or side dishes to customers as a way of relieving the pressure? Take pre-orders so you know exactly how much you need to order, and ask customers to pick their dishes up on Wednesday before 2pm so you can close early, safe in the knowledge you’ve made some extra cash.

Provide Supplies

In the same vein, you can make the most of your unused assets when closed for Thanksgiving. Offer chairs, tables and utensils at knock-down rental prices. Even if you throw in the washing up, your costs will be minimal. 

Offer a Seasonal Incentive

Take a holly leaf out of Christmas’ book and run a promotional schedule that counts down to the big day. Starting the Sunday before Thanksgiving, offer customers a 20% on wine one day, a half-off coupon for entrees the next, and so on up until you close. It’s a good way to generate more business to see you through the Thanksgiving slump.

Christmas Meal Vouchers

With Christmas around the corner, why not tie in your Thanksgiving promotions to the upcoming holiday season? Unlike Thanksgiving, it’s not uncommon for people to eat out on Christmas Day, so offer a deal on the latter that only applies if they buy before the former. Use the opportunity to entice customers to sign up for text alerts – it’s one of the most effective mobile marketing tactics there is.

Takeout Deals the Night Before

Again, you are well-positioned to alleviate the pressure on Thanksgiving cooks by eliminating the need for themcto make dinner the night before. Offer mobile coupons for takeout boxes on Wednesday November 26. Even if you don’t usually offer a takeout service, it’s a winning mobile marketing strategy; you can make a selling point of the service being a one-off, never-to-be-repeated deal.

Close for the entire weekend

Here’s an interesting one. It might seem counter-intuitive to close shop for the days following Thanksgiving, but it can work wonders for staff morale, bringing them back to the restaurant with renewed energy. Remember, most people are thinking about retail - not restaurants - on Black Friday, and between shopping for deals they’re working their way through all the leftovers. Instead of risking a quiet couple of days, close on Friday and Saturday and return with a bang on Sunday for the start of the Christmas craziness.

 

 

 

 

November 23, 2014

The Weirdest Thanksgiving Marketing Ideas

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If Halloween heralds the start of the Fall/Winter spending bonanza, and Christmas marks the climax, Thanksgiving is the comfortable middle age of the season; it’s not always easy for retailers to capitalize on Turkey Day. Unless you’re in the catering industry, there’s no guarantee of a healthy revenue increase. Halloween has costumes and candy. Christmas has gifts and decorations. Both require lashings of mulled cider and other boozy delights.

Thanksgiving is a comparatively quiet time for consumers, which means you have to get extra creative with your mobile marketing strategy. To help you out, we’ve come up with some truly weird and wonderful ideas to help your business through the holiday with a healthy profit, and set you up for the Yuletide madness that kicks in on Black Friday…

Break a Record

With so many bizarre world records out there, breaking one is not as hard as you might think. If you’re in the footwear retail business, why not try shattering the Guinness World Record for the longest line shoes, which currently stands at 10,513 (heel-to-toe)? After all, you have access to plenty of resources, and you can tie in a giveaway for people who attend the event. For more seasonal records, try plucking three turkeys in less than 11 minutes and 30 seconds, or persuading a willing employee to break the world record for the longest hug (currently standing at 24 hours and 33 minutes). The more relevant to your industry the better, but whatever record you attempt it’s a surefire way to generate free publicity.

Cranberry Bucket Challenge

Riding coat-tail on a wildly successful meme is one way to tap into the online zeitgeist. If you can give it your own twist, even better. Arguably the biggest viral success of 2014, the ice-bucket challenge is so simple it can easily be modified – as Charlie Sheen proved with his version in August. Give it a Thanksgiving spin by encouraging staff and social media followers to dump Cranberry sauce over themselves. It’s messier (and more expensive!) than ice, but it’s also a lot more colorful and crazy. 

Mobile Turkey Hunt

Incentivize your online followers to sign up for mobile alerts by offering a festive bundle of prizes to anyone who can find a stuffed turkey in a major city (stuffed with fabric, that is, not hazelnuts and sage!). Run a 48 hour turkey hunt, and send periodic clues via text message to participants. The first to send in a photo of the bird wins. Not only is it a slightly off-the-wall mobile marketing campaign, it will grow your contact list and set you up for future efforts.

November 20, 2014

How Clubs & Bars Can Grow Their SMS Lists

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SMS marketing may be a new concept to club and bar owners, however many are finding the dramatic difference this strategy makes in terms of customer satisfaction, revenue and much more. Since text messaging is now one of the most effective forms of marketing available, let’s check out how bar and club owners can grow their SMS lists and therefore their customer base:

 

Focused Campaigns

Focused campaigns directly targeting those interested in your particular bar or club is a strategy that meets the needs of customers. Because of such direct targeting, no resource is wasted and the right messages go to the right consumers. And since SMS marketing lists generally require opting in, you’re assured the messages you send are read by interested customers, some of whom may visit your establishment the day the message is sent.

 

Incentives

Incentives are a huge part of attracting customers, so adding an exclusive coupon code or deal for consumers in text messages is an ideal way to get the positive response you want. Feel free to get as creative as you want, from codes that translate to free drinks to deals that include discounted entry.

 

Blogging

Everyone is blogging these days...including bars and clubs. Use this medium to grow your client base and spread your message. Write about upcoming events and specials, holiday parties, happy hour, and anything else that’s relevant. Include funny images of employees, amusing top 10 lists, and more. Add information about text message opt-ins at the end of each blog and watch your SMS list lengthen.

 

Social Media

Social media tools are yet another effective way of reaching consumers and letting them know about your SMS list(s). Facebook, Twitter, Tumblr, Instagram...use these tools to let people know why they should join your list and how it will benefit them.

 

Referral Bonuses

Increase your customer base via referral bonuses. Provide existing customers with free food, drinks and other specials for referring friends and family to your business. Not only are you growing your SMS list, you’re also ensuring existing customers remain happy.

 

Wrap-Up

Bar and club owners are utilizing other means to let customers know about SMS lists, such as print media. Advertising in newspapers and magazines are two options, though you may want to go beyond print and use email or other means. Whatever you decide, know that SMS marketing lists are a fantastic way of increasing business as well as brand awareness. 

November 19, 2014

Why SMS is Perfect for the Hospitality Industry

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Every patron of a hotel or restaurant wants to be entertained, and mobile devices have to get creative in order to enhance a user’s experience. There are a great deal of factors that go into travel planning:  filling in multiple fields for car rentals, flights, and hotels, side as well as the numerous metrics involved on the business end. All in all, there is a whole lot of data to crunch for everyone. That’s where SMS marketing comes in.

The solution is to develop an effective mobile marketing campaign that revolves around three key points: customer service, customer loyalty, and effective mobile integration. By straying away from the necessity to garner future business at the point-of-purchase, hospitality corporations can galvanize their user base by sticking to these key points.

1. Customer Service

Customers want to know that they have access to customer service directly from their mobile devices. By providing text messages that tailor to their guests, the hospitality industry has made some great strides in reaching their customer base. They can provide up-to-date information about on-site events, as well as dining options, facility features, and more. Most importantly, businesses can follow up with their clients’ experience through the incorporation of SMS surveys.

In one terrific example, MGM Mirage has provided great customer service through their mobile marketing platforms. They offer real-time promotions texted to their guests’ phones, in addition to property information and entertainment options for the benefit of the consumer. By tailoring their messages based on their guests’ history, they have served to drive revenue and track the precise desires of their clientele.

Exacting customer service is the front line of a successful mobile marketing campaign, and it goes hand-in-hand with loyalty programs.

2. Customer Loyalty

When a business provides incentives for their clients through loyalty, they serve to garner repeat business from their clientele. By incorporating short codes into the SMS experience, used with VIP or Special membership incentives, businesses can not only gather more information about their customers, but they can enhance their overall experience.

The Hard Rock hotel and restaurant chain has seen a great deal of return customers through their loyalty program. Using an SMS platform, they promote events and products with right-time and right-place offers. In addition, Harrah’s casino has also launched a beta version of their mobile rewards program through their Rio property. Using short codes – like text RIO to 227466 – guests can opt-in to a loyalty program that provides them with one exclusive offer per day for four consecutive days. (Most guests stay at the Rio for four days, hence the number of offers.) Both hospitality companies provide apps for their loyal users to check their rewards points, browse offers, and learn information about the properties as well.

3. Mobile Integration

By integrating multiple mobile platforms into an SMS campaign, hospitality corporations can take advantage of the full potential of mobile users – without forcing them to remain in the SMS platform for more information. In addition to text messaging services, many companies utilize apps, email, and websites, as well as the old-fashioned, personable phone support for their guests. The result is a more effective SMS campaign: where text messaging systems may come up short, the other platforms can pick up the slack.

Eldorado Hotel and Casino has had great success in a multi-platform marketing campaign. Combining social media and email with SMS, Eldorado has improved their customer engagement. They initially target their guest via SMS with special offers at their restaurants and night clubs. The text messages allow users to opt-in to their loyalty programs (text ELDORADO or LEGACY to short code 71266) providing their email addresses as well. This has garnered an extensive SMS and email list for the Eldorado hotel, and has increased their booking and revenue – a direct result of the SMS campaign.

SMS marketing campaigns have seen a great deal of traction in the past couple of years, but many in the hospitality industry seems to have had a difficult time incorporating them into their marketing strategies. It’s time they wake up and recognize: customers want real-time, multi-platform attention in the form of exclusive offers and an enhanced customer experience. An effective SMS campaign can provide the framework for the hospitality industry to increase customer awareness and keep their clients coming back for more.

 

 

 

 

 

November 18, 2014

6 Business-to-Business Mobile Marketing Ideas

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B2C mobile marketing ideas are everywhere, but what about B2B marketing options? If you're trying to come up with business-to-business mobile marketing ideas, check out six useful possibilities:

 

1. Add a Mobile Website Focused on B2B

The importance of a mobile website cannot be underestimated, as it’s the foundation for all mobile marketing. Creating one is not difficult, and provides a fantastic option for other companies to learn more about your business. Use a mobile grader tool such as Marketing Grader to find out how well your site is doing and what adjustments, if any, are necessary. Make sure to target business owners by understanding their needs and developing an applicable mobile version of the site.

 

2. Create Specific Banner Ads

Use banner ads to your advantage in more than one way. For example, run a banner ad that creates an email when clicked instead of a web page. Have the email pop up on the user’s mobile device with your sales department’s email address and content reading “Tell me more about order with a 15% discount.” A mobile banner ad targeting various demographics is another option, including those specific to entrepreneurs in certain locations or those workers who only use iOS or Android.

Another mobile banner option is one that adds an event to the user’s calendar. The event is added only if the user clicks the ad.

 

3. Use a Customized App

Have a trade show or similar event coming up? Create a customized app that allows attendees to find your booth(s) or otherwise navigate your event easily. An ideal way to connect with and engage your audience, you’ll impress attendees with your attention to detail and dedication to helping them find the event informative and fun.

 

4. Integrate Social Media 

All social media platforms are “all over” the mobile ‘verse--Facebook, Instagram, Twitter, LinkedIn, Google +. Don’t forget about mobile when posting social media updates, as many of your fans and followers are likely reading them from a mobile device. Create posts with time-sensitive exclusive offers, as well as other promotional updates.

 

5. Launch an SMS Campaign 

Why not use SMS to stay in touch with customers? While other avenues are better for general advertising, SMS is ideal for creating specific messages for a highly-targeted group of customers or prospects. Make sure to include clear call-to-actions as well.

 

6. Implement QR Codes

Adding QR codes to collateral is an excellent promotional option for trade shows and other events, as well as general marketing. 

Try these and other B2B marketing ideas and see if business doesn’t improve. 

November 15, 2014

The Potential of App-to-Person SMS for Mobile Network Operators

App-to-person SMS represents a major revenue opportunity for mobile network operators. Globally, app-to-person messages are expected to hit 2.19 trillion by 2018, generating predicted revenues of $60 billion.

The figures come from wide-ranging research conducted by UK-based industry analysts mobilesquared. They surveyed more than 50 international mobile network operators and made a number of key findings:

  • 32% of mobile network operators have experienced a reduction in person-to-person SMS over the last year
  • 50% have experienced an increase in app-to-person traffic, with a third of those reporting growth of at least 6%
  • 81% cite decreasing revenues from traditional services like P2P text messaging as their primary concern

When it comes to P2P messaging, mobile network operators have long been upping the ante on competitors, with increasingly generous – and in many cases unlimited – SMS bundles on offer as a way of enticing new users. 

They’re no longer just competing with each other. So-called ‘over-the-top’ (OTT) services like WhatsApp and Facebook Messenger are usurping traditional SMS providers as the go-to platforms for interpersonal communication. Half of all mobile network operators who took part in the survey expect to lose at least half of their customers to OTT services by next year. 

But while P2P text messaging is on the wane, business is booming for commercial text messaging companies. Consumers, it seems, are compartmentalizing their personal life, preferring OTT platforms for talking to friends while sticking with traditional SMS to engage with brands.

This is great news for mobile marketing campaign managers and small businesses. With an opt-in model predicated on consent and trust, the mobile marketing industry has managed to skirt the problems faced by their email-marketing forbears. Rather than filtering out all commercial messages as spam, smartphone owners are engaging with businesses via SMS because they want to, not because it’s the only option available to them. 

There’s no such low-hanging fruit for mobile network operators. They must forge relationships with OTTs and provide competitive price points if they want to leverage revenues from app-to-person SMS.

 

 

 

November 14, 2014

How to Text in OS X Yosemite

Apple recently introduced iOS 8.1, and with it activated SMS text forwarding from iPhone to OS X Yosemite. This makes it possible for users to read, send and reply to cellular-based messages directly from Mac computers and iPads in addition to iPhones. And while texting forwarding is “off” by default, turning it on is as simple as connecting to and setting up an Apple TV. So how does it work? 

The first step is navigating to Settings on an iPhone featuring iOS 8.1, where you’ll see a new option entitled “Text Message Forwarding” just below the iMessage toggle switch. It features the wording, "Allow your iPhone text messages to also be sent and received on other devices signed in to your iMessage account."

Select this option to bring up a menu pane of devices, such as the Mac Pro or the MacBook Pro, with each featuring the ability to “connect with and transmit text messages to and from your iPhone.” Choose which device you want to connect to and you’re almost finished. 

Let’s say you activate a MacBook Pro to receive text messages. You’ll receive a six-digit prompt in Messaging for Mac, which you’ll need to enter on your iPhone. Enter the passcode and voila: the devices are now paired, allowing you to receive and send SMS and MMS messages.

Should you receive a message not stored in your Contacts, you’ll get a Notification Center alert along with the unidentified number. Reply directly from this window as you would an iMessage, or click the alert to open your Message app.

Text messages sent from Mac devices are green, the same as iOS, to help users keep track of how many messages they’re sending. The conversation pane in Messages also features a small informational line of text, which indicates what number the text is being sent to or received.

Users may also begin text conversations by highlighting numbers in other Mac apps such as Safari, Spotlight, Calendar or Contacts. Share sheets are available as well, making it easy for rich content such as pictures to be sent through MMS. However, early testing found that while texts from numbers linked to existing contacts did appear with correct identification, results were “spotty.” Numerous tests found known numbers that “failed to trigger correct caller ID on the alert,” and instead appeared in line with iMessages from the same person sometime later. 

As soon as this kink is worked out, texting in OS X Yosemite will likely become the next big thing in the world of mobile.

November 11, 2014

Shun the Bait: How to Spot a Smishing Scam

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According to a Pew report from 2011, mobile users aged 18-24 share an average of 109.5 SMS messages per day. With such high levels of activity, it’s hardly surprising that there is room for opportunistic scammers to slip through the net. With mobile phones generally carrying fewer security measures than desktop computers, the best protection against scammers is your own vigilance.

The most common SMS scams are variations on two themes: getting users to install malicious spyware with the aim of stealing their identity, or persuading them to use a premium-rate SMS app (usually concealed within legitimate – or legit-looking – apps). 

In the case of the latter scam, few users notice the premium charges applied to their account until they received a bill. It’s notoriously difficult to pursue refunds from network providers because opt-in laws surrounding SMS communications mean that victims have actively agreed to use the software at the premium rate. If ever there was an argument for reading those boring terms and conditions…

Collectively, these practices are known as ‘smishing’ – or ‘SMS fishing.’ The good news is, there are lots of tell-tale signs to help you spot smishing scams, and a few other measures you can take to protect yourself. Cast your eye over our tips for avoiding getting scammed by smishermen:

If it looks too good to be true it probably is

If free food looks too delicious to be free, it’s most likely bait. Even major brands tend to offer relatively small incentives for engaging with them, so if you’re getting text messages purporting to be from Starbucks and offering you thousands of dollars for texting a number, it’s well worth checking their website before doing anything. Maybe it’s legit, maybe it isn’t – just don’t rely on the information in the text message alone. If this unbelievably generous special offer is real, the marketing department will make sure it’s all over the internet.

If they’re in a hurry, you should worry

It’s true that time-sensitive offers are just part of the marketer’s arsenal, so not all text messages that generate a sense of urgency are suspicious. But if they’re trying to get you to respond within a couple of minutes rather than a few hours, it’s because they don’t want you to root around for corroboration. Of course, that’s precisely what you should do. Just as overly-generous promotions require some further research, so do overly-urgent ones.

Treat mobile security as seriously as desktop security

For some reason, cellphone users lower their guard when it comes to protecting their device. There are a number of steps you can take to minimize risk. Don’t use third party websites to download apps – stick with the official marketplace for your device. Carefully examine any links you receive – whether via email or SMS – and if you have any doubts, research the url in Google before clicking the link. Also, you might want to lock your device down by tightening the security settings or installing security software.

 

 

November 07, 2014

How to Reach Millenials with Your Mobile Marketing Campaign

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In the world of mobile marketing, much hay is made of millennials and how to reach them. They’re supposed to be wily, committed to free content and spendthrifts. They spend a lot of time online – but not so much money. But is this demographic really so mysterious and elusive? Are there really 12 types of millennial that you must identify and target at all costs in order to thrive?!

At this point, a group of 22-year-olds grimace, roll their eyes and go back to texting their twelve types of friend about how baby boomers ‘just don’t get it.’ The problem for boomers and Gen-Xers is that millennials have grown up in a connected world. They’ve never known anything else. Their interactions with the online world are more sophisticated and diverse than any of us can understand. There’s no point scanning the latest research paper on how long those 22-year-olds spend on their tablet. It’s more complex than that.

The ‘amount of time spent’ is such a common metric that many mobile marketing campaign managers have ceased questioning it’s validity. For millennials in particular, the amount of time spent on a specific device is far less important than what they are doing on that device. Let’s break it down:

Laptop

Millennials stand alone among the generations in their preference for laptops over desktop computers. According to Pew research from 2011, 70% own a laptop, compared with 57% who own a desktop. The laptop is their primary portal for shopping, web browsing and watching movies and TV shows.

Tablet

The tablet unites all demographics under the age of 65. Though only 4% of adults own one, that statistic remains constant for people of all generations. For millennials, it’s a luxury item used primarily for entertainment purposes – and often in conjunction with other activities, such as watching television. 

Television

Ah, yes, television. Lest we forget, young people still watch traditional television sets in huge numbers. The rise of prestige TV, in conjunction with an increasingly diverse array of options, may have heralded the end of the family viewing experience, but individually we’re watching more than ever. And instead of uniting the nuclear family, TV shows are uniting people of the same age. If you’ve got the budget, don’t make the mistake of ignoring traditional television advertising. The millennials have been dubbed Gen FOMO (Fear of Missing Out), an indication of the power of multimedia as a social glue.

Smartphone

The smartphone is like a fifth limb for Gen Yers. They’ll just as happily use an iPhone to watch a YouTube video, and the market is awash with apps aimed squarely at young people. There’s nothing they don’t use smartphones for, but the commonest activity – by far – is the humble text message. Time Magazine recently suggested that the average American aged 18-29 sends 88 text messages per day. For anyone devising a mobile marketing strategy aimed at millennials, that statistic is a mouth-watering one.

Millennials are by far the most likely group to own more devices and to use more functions on them. From a marketer’s perspective, there’s little point just blithely shifting budgets to digital. In order to reach millennials, you need to understand how they engage with the digital world, and recognize that they are calling the shots.

November 06, 2014

Gif-ify Your Texts with Popkey

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For millennials, it’s no longer enough to simply send a text message. There has to be some other ingredient. A video. A photo. A song. Look at any SMS thread from an under 30 and you’ll likely see a string of weird and wonderful emojis. 

Now it’s GIFs. The resurgence of GIFs is something few would have predicted ten years ago. In the mid-noughties, GIFs were outdated, a relic from Web 1.0. As soon as the internet had been around long enough to start witnessing retro fads, the GIF was back with a vengeance.

A new iPhone app is helping users easily find and share animated GIFs in order to express their emotions via SMS. PopKey takes advantage of Apple’s GIF-supporting Messages app in true style. 

It’s not the first GIF app, per se. Ultratext and others have come before it, but PopKey is the first to successfully integrate GIFs into a text messaging keyboard, without having to open a separate app. Here’s how it works: 

Users switch to the PopKey keyboard and search for an appropriate keyword. The results returned will be a list of static images which, once clicked on, will preview the GIF as a thumbnail. Simultaneously, PopKey copies the animation to the phone’s clipboard for easy pasting. Even if you like a particular GIF but opt not to use it, the app saves it in a favorites folder for easy future access.

There are a few drawbacks. PopKey’s GIFs aren’t particularly high-res. The app chooses speedy transmission over quality. And although you can upload new GIFs to the app, it requires you to grant access to your contacts and invite them to the service – something not everyone is willing to do. It also brands every GIF with the PopKey logo. Understandable, but slightly annoying.

But compared to emojis, PopKey’s GIFs get the job of conveying emotion done with a little more style, and a cool retro flourish.