To successfully build mobile into their plans, QSRs require a partner who as well as identify the right approaches

given the unique ways each mar

A Mobile Playbook for Quick-Serve Restaurants

Interactive Mediums

A common starting point is to work with a mobile marketing technology e universal accessibility of SMS text messaging. Following is an example prescribed for QSR mobile marketers:

Take a Think Global, Act Local approach.

This approach helps Multi-location quick-serve restaurant (QSR) businesses are rapidly create an opt-in Mobile Da Our point of view information about mobile subscribers, but that also enh increasingly taking advantage of mobile marketing techniques to directed toward customer planned marketing activities drive floor traffic and sales. Presented with numerous options This Data Asset would lend corporate oversight of all m from SMS text messaging to mobile applications to the mobile individual store managers cou web way that at a local A Mobile Playbook for Quick Serve Restaurants level, their immediate geographies the base of customers creating a mobile roadmap is critical to successful adoption in nationally directed campaign possibilities in a manner Multi-location Quick Serve Restaurant (QSR) businesses are increasingly taking of mobile marketing by QSRs. localized campaigns.

advantage of mobile marketing techniques to drive floor traffic and sales. Presented with numerous options from SMS text messaging to mobile applications to the
To successfully build mobile into their plans,

mobile web creating a Mobile Roadmap is critical to successful adoptionselect group of franchise operators to Work with a of mobile marketing by QSRs. QSRs require a partner who can advise
on best practices as well as identify the right

improved by other franchises. By reducing the numbe approaches given the unique plans, QSRs To successfully build mobile into theirways each require a partner who can advise on best practices QSRs will be able to more rapidly implement the progr as well as identify the right approaches given the unique waysThis group of franchise operators would help each markets to its customers today. markets to its customers today. A common value and documenting the effort has the added benef starting point is to work with a mobile marketing create a mobile playbook, which would other franchisees. A common starting point to to work with a universal technology expert is leverage the mobile marketing technology expert ways in which mobile is rolled out document the to leverage the universal accessibility of SMS text messaging. Following is an example of a roadmap often accessibility of SMS text messaging. Following to, measured and improved by other franchises. prescribed for QSR mobile marketers:

Work with a select group This group of franchise operators of franchise operators would help create a would out mobile. to rolldocument the ways in which mobile is rolled out

is an example of a roadmap often prescribed for QSR mobile marketers:

By reducing the number of people involved

initially, QSRs will be able to more rapidly imple-

Interactive Mediums

information about mobile subscribers, but that also enhances and informs preplanned marketing activities directed toward customer segments. This approach helps rapidly create an opt-in Implement a localized Implement a localized Sweepstakes aimed at acqui sweepstakes aimed mobile data assetData Asset would lend corporate oversight of all mobile subscribers in such a containing information as possible. This

Take a think global, This approach helps rapidly create an opt-in of ensuring adoption by other franchisees. Mobile Data Asset containing act local approach.

Take a Think Global, Act Local approach.

ment the program with less risk. ProvingQuick Serve Restaura A Mobile Playbook for value

2010 Interactive Mediums. All effortReserved. !!added benefit ! ! and documenting the Rights has the

(877) 9

at acquiring as about mobileway that at a local level,also enhances managers could access and build upon subscribers, but that individual store

We recommend prize approach, the base of marketing their immediate geographies offering the benefit ofas possible. participantsa many smallmore effective at given e and informs preplannedcustomers inactivities multiple small value prizes are spurrin nationally directed campaign possibilities in a manner that would not conflict with directed toward customer segments. This data single large prize. SMS programs typically achieve 20localized campaigns. asset would lend corporate oversight of all We recommend a many small prizeincentive. cards are often used as approach,

many

mobile subscribers in such a way that at a local level, individual store managers could access and build upon the base of customers in their

given evidence showing that multiple small value response than a single large prize. SMS programs

The Sweepstakes would require prizes are more effective at spurring direct participants to provide Work with a select group of franchise operators to roll out mobile.aside their names: email address, zip code, upon entry

interaction or online form available on the QSRs webs same involved initially, improved by other franchises. By reducing the number of people database. in a manner that would not conflict with stakes would require participants to provide QSRs will be able to more rapidly implement the program with less risk. Proving localized campaigns. five pieces of information uponwould run for their The Sweepstakes entry aside a period of one month, value and documenting the effort has the added benefit of ensuring adoption by names: email address, zipmedia buys including billboards, radio and local market code, age, gender, other franchisees. marital status.wouldinformation could be submitThis utilize a unique SMS text message keyword suc back to their sources. This not only allows media buy e but also can be used to later connect customers with s male, 21, replies to billboard sweepstakes call to action 1/2 A Mobile Playbook for Quick Serve Restaurants alerts for promotions developed for a particular segmen would document the ways in which rolled out to, measured and of nationally directed campaign possibilities mobile iscards are often used as incentive. The sweep-

status. This This group of franchise operators would helptypically achievePlaybook, which create a Mobile 20-30% informationrates. Giftsubmitted in real time immediate geographiesoffering the benefit response could be

Interactive Mediums
Implement a localized Sweepstakes Interactive Mediums aimed at acquiring as many participants as possible.

A Mobile Playbook for Quick Serve Restaura

We recommend a many small prize approach, given evidence showing that multiple small value prizes are more direct response than a Bring social networking ted in real time via text message interaction effective at spurring Bringsocial networking practices to the mobile cha single large prize. SMS programs typically achieve 20-30% response rates. Gift practices to the mobile or online form available on the QSRs If QSRs have Twitter presences, social media capabiliti cards are often used as incentive. channel. website, all of which feeds the same database. aimed at acquiringproviders today allows messages to be broadcast to fol Implement a localized Sweepstakes as many participants ability to track messages The sweepstakesSweepstakes would require participants to provide five pieces of information forwarded by customers to the would run for a period as possible. The of one month, promoted in advance via local address, zip code, age, gender, marital of the onemedia marketing opportu If QSRs have taking advantage Twitter presences, social to many upon entry aside their names: email media to greatly expand the universe of consumers see We recommend a many small prize approach, given evidence showing that status. This information could be submitted capabilitiesvia text message providers today in real time offered by some market media buys including billboards, radio multiple small value prizes are more effective at spurring direct response than a interaction or would form available on the QSRs website, all of which feeds the to followers online utilize a and television. Each spot allow messages to be broadcast single large prize. SMS programs typically achieve 20-30% response rates. Gift same database. unique SMS text message keyword incentive. and also allow the ability to track messages cards are often used as such that Following localized execution and documentation, QSRs will have proven

A Mobile Playbook for Quick Serve Restaurants

This not only The Sweepstakes would require participantsessentiallyfive pieces of information Mobile Marketing may then be ro allows media buy effectiveness to With the Playbook documented, period.provide taking advantage of the one-to-many

forwarded by customers to their followers The Sweepstakes would run for a period messaging as sales in the targeted franchisees should meaningfully incre of one month, promoted in advance via local market media buys including billboards, radio and television. Each spot upon also aside their names: email address, zip code, opportunity presented by Mobile to be gauged, but entry canunique SMS latermessageoperators,suchage, gender, marital traced social Club registration signa marketing that a kit containing would utilize a be used to text keyword including responses are unique status. with specific promotions submitted media time via text message gauged, This information could be allows media buy greatly expandbe campaigns. Ongoing, new national an in real local mobile marketing suggested to effectiveness to the universe of conconnect customers their sources. This not only back to interaction or online form available on the QSRs website, all of which feeds the before rollout. tested in the specific promotions market initial development (e.g. (e.g. male, 21,but also can be used to later connect customers withseeing a QSRs messages. replies to billboard sweepsumers same database. stakes call to male, 21, replies to into receiving action, later opts billboard sweepstakes call to action, later opts into receiving The Interactive Mediums Customer Engagement Platform architecture pr alerts for promotions developed for a particular segment). alerts for promotions developed for a for a period of one month, promoted in advance via documenFollowing localized execution and The Sweepstakes would run execution of campaigns on a national or regional level, as well as localize particular segment). tation, QSRs will have proven local market media buys including billboards, radio storetelevision. Each spot the is accessed via an intuitive user individual and managers. The Platform value of would utilize a unique SMS text messagenumber ofsuch that responsessales inactions. Oversight can occur at th keyword pre-packaged engagement the targeted SMS text messaging as are traced back sweepstakes participants by allows media buy effectiveness to be gauged, Sort to their sources. This not only lifestyle segment. observe localized campaigns in progress to avoid conflicts marketers can should meaningfully increase franchisees Sort sweepstakes but also can be used to later connect customers with specific Moreover,period. With the regional programs. promotions (e.g. during the promotional corporate marketers can develop a bank o participants With the Sweepstakes program executed and documented, respondents could be male, 21, replies to billboard sweepstakes call toindividual store users. receiving across action, later opts into playbook documented, mobile marketing may sorted by customer segment. segment by lifestyle segment.Members of eachsegment). could then be aligned to alerts for promotions developed for a particular the mobile component of the current periods marketing plans. Theall franchise operators, then be rolled out to Mobile Data Asset provides a ready basis for including tailored to segments in the With the Sweepstakes program executed each promotion to be a kit containing unique mobile club most relevant fashion to spur action. and documented, respondents could be sorted
Sort sweepstakes participants suggested by customer segment. Members of each by lifestyle segment. local mobile marketing campaigns. Create various unique, targeted offers.

responses are traced back to their sources.

registration signage, calls to action and

With the Sweepstakes the mobile Ongoing, new national and local campaign segment could then be aligned to program executed and documented, respondents could be sorted by customer segment. Members of each segment could then thealigneddevelopment ideas can be tested in be initial to component of the current periods marketing Offers may take the form of coupons, limitedmarket beforediscountsTheselectedPlatform time dollar off rollout. on Signal plans. The mobile data asset provides a the mobile component of the current periods marketing plans. The Mobile Data Asset provides a ready basis for each promotion to be tailored to segments in the if items, or be informational architecture provides segment for ready basis for each promotion to bein nature. These can each be unique, by facilities andthe execution tailored most relevant fashion to spur action. applicable media source, with responses tracked uniquely. Moreover, by capturing

to segments in the most relevant fashion to spur action.

zip code information, offers can target specific locations.

of campaigns on a national or regional level, as well as localized campaigns conducted

2010 Interactive Mediums. All Rights Reserved. !! time dollar-off discounts on selected

items, or be informational in nature. These can each be unique, by segment and if actions. Oversight can occur at the corporate applicable media source, with responses tracked uniquely. Moreover, by capturing level so that Offers may take code information, offerslimited- specific locations. marketers can observe localized zip the form of coupons, can target
! items, ! (877) 962-9945 ! www.interactivemediums.com campaigns in progress to avoid conflicts with

accessed via an intuitive user interface which Create various unique, Offers may take the form of coupons, limited time dollar off discounts on selected offers a number of pre-packaged engagement targeted offers.

Create various unique, targeted offers.

by individual store managers. The Platform is

or be informational in nature. These can each be unique, by segment and if applicable media source, with responses tracked uniquely. Moreover, by capturing zip code information,
2010 Interactive Mediums. All Rights Reserved. !!

any planned national or regional programs.

2010 Interactive Mediums. All Rights Reserved. !! ! a bank of campaign ideas shareable across

Moreover, corporate marketers can develop individual store users.

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offers can target specific locations.

Find (877) 962-9945 ! www.interactivemediums.com more Signal White Papers that clarify the application and benefits of mobile marketing for your brand: signalhq.com 2010 Signal. All Rights Reserved.

A Mobile Playbook for Quick Serve Restaurants

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