QSR Mobile Marketing Webinar

Waterfall Industry* Insights

Kane Russell, VP of Marke,ngWaterfall Mobile

* Mobile Marke,ng For Quick Service Restaurants

1Tuesday, February 14, 2012

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 & TwiUer

๏ Free trial: www.msgme.com๏ API suite: developer.msgme.com๏ Custom applica,on development๏ Short code provisioning, cer,fica,on

& audit management

Msgme


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



1. Mobile Industry

2. QSR No_on of Value

3. Case Studies

4. Opportuni,es

5. Takeaways



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?”



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___”


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



1. Mobile Industry


3. Case Studies

4. Opportuni,es

5. Takeaways



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

Facebook

Shopping App

Twitter

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 aUen,on spans

Example: Mobile Optimized



1. Mobile Industry


3. Case Studies

4. Opportuni_es

5. Takeaways



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


For more informa,on visit www.msgme.com

Or contact us directly: marke,[email protected]

More industry informa,on available on our blog @ blog.msgme.com

View webinar archive @ hUp://msgme.com/c/Solu,onsWebinars

Any Questions?


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QSR Mobile Marketing Webinar