When we first met Pat he was originally getting 4 to 6 people to his Restaurant on a Wednesday. He was 4 weeks away on shutting on a Wednesday night. Pat needs 30 people to break even, so with 4 people he was losing money. He had a great deal $15 for a great succulent steak. He paid $350 a week promoting it in the local paper which was not working.
For the next 4 weeks we helped Pat create a database. We ran a competition which required customers to write down their name, emails and Mobile number. The prize was a dinner for 4 at the Restaurant. The staff were very proactive and we got 600 entrants.
The following Wednesday we sent out a text at 1pm announcing the $15 Steak night that was on that night.
Result, phone rang off the hook for the next hour and that night he served 83 meals.
We have since split the database and keep in contact with the customers twice a month with various promotions.
Here is what I love about this type of marketing:
- Results are instant.
- You are keeping in touch with your customers and your business stays on top of mind.
- 95% of text messages are read within 5 minutes so timing is superb.
- 99% of text messages are read. What other form of marketing guarantees your message is read?
- You make your clients feel special.
- Inexpensive
Here are some rules that we follow with SMS marketing:
- We get the clients permission first.
- Be mindful of how often you send the messages. We find this is industry dependant i.e. Restaurants twice a month, Car yards and Retailers 3-4 times a year
- Be considerate on the day and time you send an SMS. 7am on a Sunday morning is not a good idea.
- Send a quality call to action or GREAT offer.
- Have an opt out option.
If you use this strategy effectively you will get instant results.