A new McDonald’s restaurant in Wellington used TXT2GET to promote foot traffic during its opening weeks. The radio and SMS marketing campaign brought in just under 12,000 customers per week- about 2800 more customers than the average for pre-existing McDonald’s restaurants!
The SMS marketing campaign was simple: an advertisement was broadcast on Wellington radio, promoting the new restaurant. Customers texted in to receive a mobile coupon, which they could redeem at the new restaurant. On the first day of the SMS marketing campaign, 100 McMuffins were given away. McDonald’s changed the menu item being offered several times throughout the duration of the campaign. Blair Wilson, Operations Manager at the new store, explains that the SMS marketing campaign’s results exceeded his expectations.
“The guest counts during the promotional period far exceeded our expectations with 11,739 customers coming to the store that week. This is approximately 2800 more than an average week.”
Not only did radio and SMS marketing bring in more foot traffic than that seen in already established McDonald’s restaurants; but it also resulted in higher-than-anticipated revenue. To find out how other businesses (both large and small) have achieved advertising outcomes with SMS marketing, visit our case studies page. You can also listen to the McDonald’s radio advertisement or read this case study in its original format.
McDonald’s also needed to find around 50 quality staff members for its new location. They decided to once again use SMS marketing to recruit staff members. Listeners to the recruitment radio advertisement texted in to receive a link to a McDonald’s Web page. From there, they could submit their resumes. Wilson explains that using SMS marketing to recruit staff was a bold move, but it paid off.
“Using this method (SMS marketing), we had approximately 600 applications for positions in two weeks. We had the same amount of applications over a nine month period at the Johnsonville store.”
This McDonald’s case study shows how SMS marketing can be used in many different ways. Mobile coupons are an established type of SMS marketing, and their use here made it as easy as possible for McDonald’s listeners to respond to their advertising. On the other hand, the SMS-to-recruit strategy was a new way of engaging with the public. As such, its success demonstrates the many possibilities for SMS marketing in the future. So what’s next? SMS-to-pay perhaps?
This article was written by Emma Smith of TXT2GET, a leading mobile marketing company. TXT2GET supply affordable SMS keywords to advertising that typically increase ad response by 2-3x. SMS keywords also bring measurability & accountability to advertising, because you can see the exact time and date that responses come in.
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