to opt-in, but at the same time, having notices of your mobile marketing campaign drop off the face of the planet isn’t acceptable, either. Keep your mentions about your mobile marketing regular, not too heavy handed, and friendly. Consider the following scenarios when it comes to getting people to opt into your ad campaign... ● You are a customer at your restaurant, and the waitress sits you down, hands you the menus, and then asks if you want to know specials for next week via mobile marketing. You say you aren’t interested. She asks you again, saying “But this is a really cool program we have.” You say you aren’t interested again. She asks a third time. You are getting frustrated. She asks a fourth time, and at this point it’s getting ridiculous. You leave the restaurant angrily, but not before complaining to management. You are a customer at your restaurant. The waitress hands you the menus, and says, “Hey, you’re regulars here, right? You know you can get secret specials by joining out text marketing campaign. It’s free, and your discounts get sent straight to your phone once a week.” You say no thanks, and she says, “All right, but if you want to join, the QR code link is on your menu. All you have to do is scan it OK?” You have a good meal, and leave. The next week, you return to the store, and sign up after the waitress asks again. You are a customer at your restaurant who is returning after the first scenario occurred to you. This time, no one mentions the mobile marketing campaign at all, but now, you actually could use a discount! So, you ask one of the waiters about opting into the mobile marketing campaign. The waiter stares at you blankly, since he forgot the code to opt in, too.
See the difference? You also need to be pretty consistent and regular when it comes to sending out blasts via SMS text message, and when it comes to updating your mobile website. In fact, many successful marketers schedule when they send out their text message blasts. If you don’t see the value in this, then consider the following scenarios... ● You are one of the customers who opted into your restaurant’s SMS text campaign. You get no text messages for 3 weeks, then all of a sudden get 4 text ads on your cell phone the week after. You might have forgotten even signing up for the text campaign, so you opt out almost immediately. Or, you are confused and feel spammed due to the sudden amount of text messages you’re receiving, so you opt out quickly. You are one of the customers at the restaurant that you own. You are in need of sleep, so you start dozing away in your room. All of a sudden, at 1 o’ clock in the morning, you get a buzz on your phone. Thinking it’s an emergency, you jolt yourself awake, and look at the message... only to have it be an ad for 50-pence wing night at the restaurant. You grunt angrily, and opt-out so that you can avoid having this occur again. You just opted into the restaurant’s mobile marketing campaign. Every week at 5 PM on Friday, you get a text talking about the drink specials at your restaurant’s happy hour. Since you just got out of work, you always check the text to see if the restaurant has specials on your favorite beer or appetizer. Now, which one of those three scenarios do you want your restaurant to deal with? Obviously, the third scenario is the most positive for everyone involved. Chances are that in the first two scenarios, you might end up with upset customers who tell others not to opt into your mobile marketing campaign because of the bad experience that they had.