It is most likely you are already aware of all of the fantastic benefits text message marketing provides for your restaurant. SMS marketing allows you to speak more directly to your customers, as well as target specific messages that are relevant to your diners’ preferences. Breakfast, lunch or dinner specials, happy hour deals or family oriented promotions can be sent to the correct demographic. By using text marketing in your restaurant, you can be sure no one gets left behind. This marketing method is wonderful indeed, however there is certainly a level of responsibility that needs to be maintained.
We are all familiar with spam, in fact, most people have a filter in their email account that captures all of those unsolicited messages so we don’t even have to look at them. Text message inboxes don’t have such a filter therefore the rules are strict when it comes to marketing using a text message platform. For a restaurant, it isn’t difficult to abide by some simple guidelines in order to stay within the best practice usage for SMS marketing. There are three basic rules to follow, let’s take a look at what they are!
1. If someone isn’t your customer already, it is vital that you obtain their permission before adding them in to your text message marketing database. In fact, even if they are your customer, they still must opt-in to your marketing plan. Your customer or future customer must give you their permission by texting-in, or opting-in. This is typically accomplished by encouraging your customer to engage in a call to action, for example: “Text JOE to 96000 for special deals sent directly to your cell phone!” People are very receptive to this - everybody loves a deal. Just make sure they are aware of what they should expect upon opting-in.
2. Give your customer options. Don’t force someone to receive your marketing messages. You must always include an opt-out message in EACH text message you send. “Reply STOP to no longer receive messages from us” This doesn’t mean people will follow through with it, but it does ensure you can earn their trust by providing them with the option. You can avoid complaints, and you will be avoiding the risk of prosecution – seriously!
3. Prevent customers from unsubscribing by allowing them to set their preferences. A simple way to do this is to direct the customer to your restaurant’s website, and from here you can offer them some choices. Maybe they aren’t interested in dinner specials, only lunch specials – your restaurant may be near their place of work. Perhaps someone who is 19 years old doesn’t want to receive happy hour promotions from you. Giving your diners some control over how they are text message marketed to will go a long way for your restaurant.
We are all familiar with spam, in fact, most people have a filter in their email account that captures all of those unsolicited messages so we don’t even have to look at them. Text message inboxes don’t have such a filter therefore the rules are strict when it comes to marketing using a text message platform. For a restaurant, it isn’t difficult to abide by some simple guidelines in order to stay within the best practice usage for SMS marketing. There are three basic rules to follow, let’s take a look at what they are!
1. If someone isn’t your customer already, it is vital that you obtain their permission before adding them in to your text message marketing database. In fact, even if they are your customer, they still must opt-in to your marketing plan. Your customer or future customer must give you their permission by texting-in, or opting-in. This is typically accomplished by encouraging your customer to engage in a call to action, for example: “Text JOE to 96000 for special deals sent directly to your cell phone!” People are very receptive to this - everybody loves a deal. Just make sure they are aware of what they should expect upon opting-in.
2. Give your customer options. Don’t force someone to receive your marketing messages. You must always include an opt-out message in EACH text message you send. “Reply STOP to no longer receive messages from us” This doesn’t mean people will follow through with it, but it does ensure you can earn their trust by providing them with the option. You can avoid complaints, and you will be avoiding the risk of prosecution – seriously!
3. Prevent customers from unsubscribing by allowing them to set their preferences. A simple way to do this is to direct the customer to your restaurant’s website, and from here you can offer them some choices. Maybe they aren’t interested in dinner specials, only lunch specials – your restaurant may be near their place of work. Perhaps someone who is 19 years old doesn’t want to receive happy hour promotions from you. Giving your diners some control over how they are text message marketed to will go a long way for your restaurant.
Marketers are always looking at innovative ways to market their products. SMS marketing is one of the most effective marketing strategies nowadays.
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