Mexican Restaurant using SMS  Text Marketing

CASE STUDY

Business: Celia’s Mexican Restaurant

Campaign: Guests Were Given A Chance to Win Free Food for A Year When They Opted in to Celia’s Text [SMS] Marketing List

Industry: Restaurant

Take Away: Promoting Contests, Free/ Discount Offers Can Quickly & Easily Grow A Text Marketing List

“Through Consistant Promotion Celia’s Has Added Over 800 Local Subscribers to Its Text [SMS] Database”

Celia’s owner sought a marketing medium that would help them increase sales & foot traffic more effectively than through traditional marketing methods such as print and direct mail. Also, they wanted a more effective method of reaching customers about special offers and discounts.

Business owners like Hector Robles [owner of Celias], know the power and profitability of Text message marketing. Mr. Robles says: “I will continue to use this text message program for as long as I own the business

How Did Celia’s Mexican Restaurant Benefit From Mobile Marketing?

Objective:

During these tough economic times today’s consumers are limiting their expenses and staying in for meals rather than dinning out. When they do go out, they want to get the best value for their money. Celia’s ownership recognized that this was particularly important within their demographic and wanted to find a more effective method for communicating with their customers about special offers and discounts. They also sought a marketing medium that would help them increase sales and foot traffic more effectively than through traditional marketing methods such as print and direct mail. Celia’s chose Textmunication as their mobile solutions provider and began utilizing the service to send out incentivized offers and discounts to drive in repeat business.

Call to Action:

Tactics:

Celia’s deployed a launch kit that was designed by the Textmunication graphics team that consisted of table tents and a roll up banner for the lobby. Both of these marketing tools encouraged customers to text in for a chance to win free food for the year. Outbound campaigns consisted of: a free appetizer with the purchase of any entree; buy one meal get a second of equal or lesser value half off; 15% – 25% off the entire bill during specific times; invites to come down and enjoy a live mariachi band; and, invites to watch sports programs on their big screen TV. Regular offers and/or announcements were scheduled to go out just before lunch and dinner rushes. The more aggressive offers were sent out when the restaurant was experiencing slow times. Celia’s also applied their keyword to external marketing media like magazine print ads and direct mail; they encouraged new customers to text in for a free entree to attract new business (with a limitation of one free entree per subscriber).

Results:

Since the inception of the program, Celia’s has established a database of over 800 subscribers within their local area. Depending on the campaign sent, Celia’s experienced varied redemption rates as high as 42%. Over the course of the campaign, the Opt-outs have remained below 10%. Overall it has been a very successful component of their marketing strategy.