Come see us at our New website and visit our new blog for updates and information about small business online marketing.

Image: Salvatore Vuono / FreeDigitalPhotos.net

I wrote this after speaking with a prospective client who asked if I could briefly outline a few "rules" that would help ensure that their text messaging program was a successful and  effective marketing medium for their business.




1. Give something different and unique that your customers can't get from any of your other marketing platforms. This keeps your message content unique and compelling. It's important to note here that "giving" doesn't necessarily mean a discount, it could also be an exclusive offer to preview new unreleased products or services not yet available to the general public, exclusive entrance to a non-public event, or invitations to a VIP only exclusive offer.

2. Avoid requiring that your customers go to another medium (like your website) to redeem coupons or to get other incentives. SMS is a mobile platform; it reaches your customer anytime, anywhere. If they're at the beach, or the mall, or the theater and you send an offer for a free delicious cool drink, or a great price on the latest fashions (which can only be redeemed by visiting your website) then you've only increased the probability of an opt-out along with their level of frustration. (You've also violated Rule #1)

3. Keep it Simple. This should go without stating the obvious. You have 140-160 characters to play with; you should have an identifier which lets them know who the message is from [ Welcome to Practical Cafe's Fan Club. ] your direct message [This is how easy it is for your fans to opt in and get your ad in their pocket. ] and an automated opt-out message [  Reply STOP to opt out. ] . Your direct message should be concise and immediately actionable, ensuring that the offer has an expiration date ranging from one day to one week. (Note: Our direct message above is specifically not immediately actionable because I'm usually sitting right in front of the person demonstrating the ease of the system.)

4. Be timely and personal. Like any other form of marketing, appropriately  timing your text message is of the essence. You don't send out a text for a lunch special at 9AM when your customers are focused on work, kids, school or some other activity. "Personalized" messages are based on the demographic of your opt-in customer base, and your business should be partnered with a service provider that allows you to segment or group your base appropriately. Whether your customers are in another city (location specific) or are of substantially different age/income/product usage groups, the appropriate content of your message will have a substantial impact on the success of your campaigns. Thus, the ability to segment your fan base means that  you can tailor each message to their specific tastes which should result in both a higher opt-in rate and a higher response rate.

5. Text marketing allows guests to engage your business at their convenience, while still offering you the ability to generate substantial foot traffic through their patronage. It must never be forgotten that text messaging is a private and direct marketing medium between you and your customer which they have authorize. This fact alone makes that client much more valuable to your business. Hence, text message marketing must never be abused or overused or it will become a completely ineffective medium for your business.

The Practical Cafe specializes in text message marketing services for small business. To witness how easy it is for your customers to get involved text practicalcafe to 244326, or see the widget on our website. 

 I had a recent talk with a group of restaurateurs who had questions about social media, (the myths, the possibilities and the actualities); many points of which I've covered in previous posts in this blog.

• 67% of women said they would be interested in receiving text/mobile coupons & notices about services (link) and women tend to be the dominant decision makers for both spending and dining out
• Only 8% of FaceBook and 9% of Twitter consumers ever follow a restaurant on-line (link) and while we consider social media a very important aspect of your marketing strategy, it should not be your only strategy.
• Teens send 3000 text messages a month and actually prefer text over Facebook, Twitter or email. (link) Think future customers here, and acknowledge that teens tends to be freer with spending than any other demographic group
• 97% of your customers have a cell phone that receives text messages
• 77% of mobile phone subscribers regularly send and receive text messages
• Text messages go directly to one of three items people never leave home without; their cell phone

• 
  
  Create a long-term positive cash flow with minimal investment
• 
  
  Cut traditional marketing costs and reduce time and money spent on social media sites
• 
  
  Segment your mobile list into applicable marketing groups so they get pertinent messages
• 
  
  Send event reminders to reduce no-shows.
• 
  
  Receive and confirm reservations via text messages.
• 
  
  Highlight specials, special occasions, wine pairing dinners, or charity events
• 
  
  Send scheduled messages to increase traffic on slow days
• 
  
  Offer special incentives for your best customers to return more frequently
• 
  
  Communicate with staff instantly and easily.

• 
  
  Low Cost, High ROI, Ease of use.
• 
  
  The ability to reach your customer anywhere, anytime, anyplace (even at a competitors)
• 
  
  Your message ALONE, no competitors ads are displayed with yours
• 
  
  A response rate between 7-40% (recent client sent 700 emails got 3 customers in, sent ONE text to 174 people and had 42 people show up)
• 
  
  An open and read rate of 94% (check that against your email campaign open rate)
• 
  
  A measurable return on investment. You can see EXACTLY what your efforts get you and how much you made, verses how much it cost
• 
  
  Compliments Social Media – Text messages provide an immediate boost in business that compliments the relationship building on social media sites
• 
  
  Everyone reads it – Text messages are generally read within 15 minutes
• 
  
  Fans Respond to it – Response rates are up to 7X higher than email marketing.
  
  

The Practical Café specializes in strategic social media management and text message marketing services for restaurants and other small businesses. To see just how easy it is for your customers to join in your own text campaign, send "practicalcafe" to 244326, or see the widget on our website.