Summary: US restaurant chain Hooters has been advertising its latest food promotions by sending its customers a text.
Hooters has been spreading the message about its latest food promotion by targeting consumers through their mobile phones.
The well-known US restaurant chain used SMS messaging at the weekend as part of its new mobile marketing strategy, Mobile Marketer reports.
After receiving a text message reading ‘Hooters VIP: Show this text today (January 27th) and buy ten wings and get ten wings free with the purchase of a drink! Dine in only’, people became well aware they could get their hands on some free food at the popular eatery.
Rachel Jensen, director of marketing at State of Text, Denver, which powers Hooters’ SMS campaigns, was quoted as saying: “Hooters recognises the value of SMS when it comes to driving foot-traffic to their locations and offering valuable promotions that show appreciation to their patrons.”
Indeed, a marketing strategy that reaches consumers so quickly and directly is likely to be advantageous to any firm that adopts it, so companies may want to be looking for new ways they too can integrate text messaging into their customer service.
While the buy-ten-wings-get-ten-free promotion from Hooters is evidently a clever move from the restaurant, this is not only occasion the chain has used the power of mobile to build up its SMS database.
In 2010, Hooters of America organised a nationwide mobile sweepstake that was advertised in all 380 of its domestic locations.
Through the text-to-win promotion, Hooters fans were in with a chance to win a life-changing trip for two to Las Vegas, where they could meet country legend Kenny Chesney during his concert at the Hard Rock Hotel and Casino.
Hooters arranged this once-in-a-lifetime prize after signing a partnership with Chesney’s NoShoesRadio.com, which hosted the text-to-win campaign. This involved individuals entering by texting the word KENNY to short code 36832.
The diner continued to ramp its mobile marketing strategy up a gear in 2011, when it rolled out a drive to increase awareness of its brand. For this move, Hooters used mobile bar codes and popular social media sites such as Facebook and Twitter to excite more interest among consumers who may not have previously heard of it.
Social media in particular is an area that mobile marketers will find crucial to their strategy, as more people worldwide choose to access networking sites via their smartphones and tablets over their laptops or PCs.
Evidence for this was revealed in recent research conducted by eMarketer, which suggested companies that want to see an increase in annual profits should take note of the rising presence of mobile and act on it accordingly.
Another attempt Hooters made to win over customers via their mobile phones is a SMS campaign that gave people the chance to enter a competition that could see them win a trip to a destination of their choice.
Ms Jensen told the news provider State of Text – which offers a variety of mobile services, from marketing to commerce – is always striving to upgrade its software so that it can accommodate the needs of clients like Hooters adding that this is important, as it means brands can “leverage SMS for national campaigns down to the store-by-store level”.
Dynmark’s extensive experience in working with the food and drinks industries has allowed us to develop specific techniques to support business in their mobile communications. We understand the requirements of the industry and can provide services to suit your business. Read more about Dynmark’s hospitality experience here.