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Making the Case for Mobile Marketing: Papa John’s Secret Ingredient for Text Success

The impact of mobile marketing can’t be overstated. According to IDC, more people in the U.S. will access the Internet through a mobile device than through their PC by 2015. In this new series, Elite Email takes a look at highly successful campaigns to uncover their mobile marketing lessons. This week’s case study: A return to the quick service food industry with a look at how one Papa John’s franchise went above and beyond with great SMS messages.

When it comes to mobile marketing and the quick service food industry, it’s easy to see that these two industries are clearly a match made in heaven. While it’s true that we’ve covered plenty of food related case studies that have made a strong case for SMS messages – and probably added a distinct rumbling in your stomach – Papa John’s franchise serves as the centerpiece of this study has plenty of new ideas to add to the ongoing discussion. With that in mind, let’s take a look at how our friends across the pond set up a wildly successful text marketing plan and what it could mean for your business if you decide to follow in their footsteps.

Setting up a Smart Text Plan

For the owners of this particular Papa John’s franchise in the U.K., the foundation for a great text message initiative was already in place. Before the campaign even started, the chain had 8100 members on its contact list, all of whom were eager to hear about the latest deals and discounts. However, that didn’t stop the guys in charge from tweaking and fine tuning the promotion to ensure that these messages made the biggest splash with customers on the go. From the wording of the message to what kind of deals the franchise offered, optimizing the potency of these short messages with value and brevity proved to be the key to connecting with hungry customers.

The Text Message Particulars

As part of this marketing move, the franchise owners created a short, succinct message that got straight to the point – any pizza, any size, for two great prices. The first price, £6.99, was for takeout (or collection as it’s known across the pond), while the second, £8.99, covered customers that decided to have a hot and delicious pizza delivered straight to their doorsteps. You might have noticed that this promo didn’t come with any strings attached in the form of opt-in codes or limited time offers. Instead, Papa John’s left things open for sharing via word of mouth and social media, giving the sale even more reach beyond the 8100 members of the text message list.

Variety is the Spice of Life (and Great SMS Messages!)

It’s important to note that this simple, straightforward message had to include two different offers to accommodate the variety of customers a pizza chain in the U.K. or here, in Canada, services on a regular basis. Naturally, your business might not need to account for varying rates based on delivery expenses or other factors, but it shows a high level of foresight and transparency on the part of this Papa John’s franchise to clearly state the difference in charges. The opposite path, only providing the base rate of £6.99 in the message and then tacking on the delivery up-charge later, could have easily left a sour taste in the mouths of the customers who didn’t want to leave the comfort of their homes.

The Final Tally

After the dust settled and it was time to count the final numbers, there was no doubt that this Papa John’s franchise scored a major hit with its audience. Of the approximately 8100 customers contacted, 3.9 percent decided to take this pizza chain up on its offer. While that number isn’t too impressive on its own, learning that the store generated $8.10 for every $1.50 it spent on mobile marketing is outstanding. To wrap it up into a nice, simple stat, for each of the three weeks this campaign ran, the Papa John’s franchise generated an additional 33 percent in sales.

Writing Your Own Recipe for Success

After seeing numbers like that, it’s pretty clear that SMS marketing has a place in your brand’s overall advertising plans. If you want to reap the same rewards, there’s a few things you can do to follow this franchise’s lead. First off, keep your messages short and straight to the point, while also being as transparent with the parameters of the deal as possible. From here, make sure you make the discount worth their time and, if possible, let them share the savings with friends and family. If you can add these ingredients into your next mobile marketing campaign, you’re well on your way to writing up an award winning recipe for success of your own.

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