Mobile Messaging vs. Email: A Clear Winner
Why mobile. Why Waterfall.
Mobile messaging programs are the most effective way for restaurants to communicate with consumers and drive them in-stores: more responsive than email and higher penetration and engagement than mobile apps.
Waterfall’s messaging platform allows restaurants to send consumers highly personalized offers based on favorite menu items and nearest store location. Whether you’re looking to promote time sensitive offers, drive foot traffic on a slow day, or gather customer feedback, Waterfall provides the tools and expertise restaurants need to convert one-time customers into lifetime patrons.
Mass Marketing vs. Targeted
Mass media is a ‘spray and pray’ tactic. You’re blasting a large number of eyeballs in hopes that they convert. Capturing data on your mobile subscribers allows for less waste and more effective messaging. It’s much easier to send targeted messages with SMS/MMS v. mass media.
Waterfall’s solution allows restaurants to easily send personalized messages by creating customer lists, capturing important consumer information and message out using sophisticated segmentation capabilities.
Preference-based offers are more effective.
Entice for Responsiveness
Having a slow week? Need to quickly turn sales around? On Wednesday morning, send an aggressive lunch/dinner offer via text. By Wednesday dinner, sales are trending up.
Why choose Waterfall?
- Personalization (metadata, segmentation, dynamic insertion)
- One-to-one conversations (stream)
- Ability to schedule messages
- A/B split tests / reporting
- MMS + rich media campaigns
Complement Your App Strategy
Mobile apps appeal to a certain portion of a brand’s customer base — typically your most loyal customers. But what about the rest of your patrons? The most successful apps only penetrate ~10% of a customer base. Not everyone wants to download an app, but many still offer significant value. These are important buyers that represent 90% of your customers, and cannot be ignored. Moreover, they continue to represent the valued millennial customer, who tends to only communicate with brands over mobile and social. By using other effective mobile tactics, you can convert a wider base into just as valuable of an advocate as the individual that downloads (and uses) your app.
Opt-in your customers for ongoing conversational touch points.
Rent vs. Owned Customers
Why should you integrate SMS/MMS into marketing mix? Build a bridge from rented to owned media. Make your marketing dollars work harder by converting foot traffic that’s being driven by other marketing channels (e.g. print, radio, media) into mobile subscribers allowing for cost-efficient ongoing communications.
The majority of people don’t know what they’re going to have for dinner at 4 in the afternoon, so to be able to connect with a consumer on their device at the right time, to ensure that we’re a part of the consideration set – that’s very important to us.Cynthia HofmannVP of Communications at Papa Murphy’s