webinar: mobile marketing for qsrs
TRANSCRIPT
Waterfall Industry* Insights
Kane Russell, VP of Marke,ngWaterfall
* Mobile Marke,ng For Quick Service Restaurants
Waterfall Mobile and the Msgme Platform
Waterfall Mobile๏ Founded August 2005๏ Offices in SFO (HQ), NYC & Aus=n๏ Backed by Vista Equity Partners ๏ Cross-‐channel mobile & social CRM via SMS,
MMS, QR Codes, IVR, Facebook & TwiRer
๏ Free trial: www.waterfall.com๏ API suite: apidocs.waterfall.com๏ Custom applica=on development๏ Short code provisioning, cer=fica=on
& audit management
Reference Clients & Brand Campaigns
Mobile Marke,ng for QSRs:
1. Mobile Industry
2. QSR No,on of Value
3. Case Studies
4. Opportuni,es
5. Takeaways
Objectives For Today’s Webinar
Growth of Digital Marketing in the U.S.
2011 2012 2013 2014 2015 2016
$8,237
$7,057
$5,697
$4,238
$2,777
$1,652$4,995
$4,217$3,453
$2,760$2,119
$1,590$2,468$2,262$2,066$1,875$1,694$1,510
Email marke,ngSocial media marke,ngMobile marke,ng
$3,242
$4,896
$6,998
$9,150
$11,274
$13,232 32%
10%
26%
38%
CAGR
Source: Forrester, 2011
U.S. Mobile, Social & Email Market Value ($s in millions)
Mobile Coupon Adoption Rate
Source: eMarketer, 2011
Projected Users, USA (millions)
2010 2011 2012 2013
35.628.7
19.813.3
96.892.588.283.6
CAGR
5%
39%
Online Coupons Mobile Coupons
Mobile Marke,ng for QSRs:
1. Mobile Industry
2. QSR No'on of Value
3. Case Studies
4. Opportuni,es
5. Takeaways
Objectives For Today’s Webinar
Reasons For Visiting QSRs
Save Money45% Save Time
55%
“I visit fast food restaurants primarily because they ____”
Source: Technomic, 2011
Favorite QSR Promotions
Buy one, get one free
Set promotional price
Combo meal for set price
Add a side for $1
Free appetizer/dessert w/ entree
Free food/beverage giveaway 64%
66%
71%
77%
82%
92%
“How appealing are each of the following promo'ons?”
Source: Technomic, 2011
Negative Experiences at QSRs
QSR Restaurant
18%12%
18%
12%
14%42%
24%14%
19%18%
“My most recent nega've experience was caused by___”
Source: Technomic, 2011
Staff was rudeToo long to orderOrder taken incorrectlyOtherFood took too longStaff not knowledgeable
QSR Notion of Value
QSR marketers need to deliver not just cost savings, but a mashup of convenience, ,me-‐savings, speed of service and low prices
Americans within arms reach of their mobile phone 24/7Morgan Stanley, 2011
Mobile Marke,ng for QSRs:
1. Mobile Industry
2. QSR No,on of Value
3. Case Studies
4. Opportuni,es
5. Takeaways
Objectives For Today’s Webinar
McDonald’s Online Mobile Coupon
Takeaways:
McDonald’s Online Mobile Coupon
Takeaways ...
Do• Bridge online & offline• Secure opt-‐in• Dynamic field inser,on
Don’t• Limit metadata collec,on
Example: Metadata-‐rich Sign-‐Up
Burger King Airport Proximity Campaign
Takeaways:
Burger King Airport Proximity Campaign
Takeaways ...
Do• Consider audience and audience demographic for proximity mobile marke,ng
Don’t• Limit calls to ac,on to a single engagement channel
Example: Multichannel Call To Action
Qdoba Free Taco For An Opt-‐In
Qdoba Free Taco For An Opt-‐In
Takeaways ...
Do• Focus on clarity and elimina,ng user error when developing campaign calls to ac,on and messaging
Don’t• Ignore preplanning of ongoing interac,on strategy
Example: Ongoing Messaging
Popeyes Poll And Coupon
Popeyes Poll And Coupon
Takeaways ...
Do• Focus on interac,vity, not just simple outbound message blasts
Don’t• Forget to educate necessary campaign stakeholders
Mobile Coupons Refresher
• App•Messaging•Web
Method
Means
• Sta,c•Dynamic•Dynamic-‐verified
Text Message
Shopping App
LBS App
Nonshopping App 11%
15%
20%
32%
35%
41%
Mobile Marke=ng Format That Led to a Purchase According to US Smartphone Owners
Source: eMarketer, 2011
Mobile Coupons Refresher
• App•Messaging•Web
Method
Means
• Sta,c•Dynamic•Dynamic-‐verified
Taco Bell QR Codes
Taco Bell QR Codes
Takeaways ...
Do• Commit to mobile marke,ng across the organiza,on
Don’t• Fail to think through the en,re user experience
Jamba Juice Mobile
Jamba Juice Mobile
Takeaways ...
Do• Develop a cross-‐channel mobile marke,ng strategy
Don’t• Forget to op,mize for mobile devices
ESPN mobile page components:• Easy to view on smaller screen• Naviga,on enhanced for mobile devices
• Content op,mized for quick aDen,on spans
Example: Mobile Optimized
Mobile Marke,ng for QSRs:
1. Mobile Industry
2. QSR No,on of Value
3. Case Studies
4. Opportuni'es
5. Takeaways
Objectives For Today’s Webinar
Source: NPD Group, 2011
88%
12% Breakfast salesAll other restaurant sales
2011 Total Restaurant Sales: $41 Billion
Consumers who ocasionally purchase QSR breakfastDon’t
67%
33% 54% 46%2009
2011
Opportunities: Breakfast
Source: Self-‐service World, 2011
Respond to refer-‐friend campaign
Friend conversion
Increase in database size 16%
6%
21%
Survey of 9,000 2011 mobile marke=ng campaigns
Refer-‐a-‐friend
Mobile Coupons
Minimum redemption rate
Average redemption rate
Max redemption rate 40%
23%
6%
Opportunities: Campaign Types
1. Develop cross-‐channel, interactive campaigns that personally engage both online and offline consumers
2. Present a clear and compelling positioning statement that uniquely distinguishes the brand and continually communicates that vision to consumers over time
3. Focus on delivering the QSR notion of value: ease of use, speed of use and payoff, while being careful to not introduce too much complexity or disrupt the ordering process
Key Takeaways
Any QuesUons?
For more informa,on visit www.waterfall.com
Or contact us directly: marke,[email protected]
More industry informa,on available on our blog @ waterfall.com/blog/