Hooters Gulf Coast Hits 10,000 Subscribers!!

DESTIN FL---Hooters of the Gulf Coast hits a milestone this week by having 10,000 active subscribers in their SMS Text Marketing database with Spider Media of Niceville Florida.
"We are in the planning stage of a fall text message campaign to promote the upcoming Football Season--complimented by the World Famous Hooters Girls and Wings" says Mike Daopoulos, Partner with Spider Media.
Though the strong partnership between Homestar Restaurant Group and Spider Media, Hooters has realized superb Return on Investment, and a welcomed response from their customer base as demonstrated by the below industry average "Opt-Out" percentages.


For more information on this case study or about SMS text message marketing- contact Mike Daopoulos at miked@spidermobilemarketing.com.

Hooters Dothan exceeds 1250%ROI with SMS Text Campaign

Hooters Dothan Alabama, Friday May 27, 2011 Happy Hour Campaign




Destin FL-- Through the services of Spider Media, Homestar Restaurant Group dba Hooters used SMS Text Message Marketing to assist in building a Friday Happy Hour clientele at the Dothan Alabama Hooters location.
At 11am on Friday May 27th 2011, a text message was sent out to Hooters of Dothan Text VIPs, inviting them to the restaurant from 3-5pm for 10 Free Wings.  Below are the details of the response.

Hooters Girl- Victoria Brown

Cost of text blast- $21.90 (438 subscribers)
Cost of Food Comp- $84.49
Increased Sales- $1355.49

2 Hour Sales Window (3-5pm) on 1 Day (5/27/11) with 4 hours of notice (message sent at 11am) prior to Campaign via SMS text message (SpiderMobile)

=1270% ROI

*Revenue Figures provided by Homestar Restaurant Group dba Hooters CFO Stuart Houston.

Hooters of the Gulf Coast (FL/AL) SMS Case Study

May 2011--Destin Florida.  Homestar Restaurant Group, dba Hooters, added SMS marketing through the services of Spider Media.  With failed SMS campaign efforts in the past, it was important to select a local provider that would offer the service and expertise to design and execute a successful campaign.
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GOAL- To build a database of customers to contact with specials, events, and promotions in an inexpensive, efficient, and effective manor.

DURATION-  A 30 day campaign, which offers incentive for customers to join a text club.

COMMON SHORT CODE AND KEYWORDS USED- Used the exclusive shortcode of Spider Media (87804) and specific keywords to identify each of the Hooters 11 locations on the Gulf Coast of Alabama and Florida, this was a strategy that was used to keep the data segmented and useful for each individual location based on specific need.

KEYS TO SUCCESS-  "It is very important that the entire organization buy into what we are trying to accomplish with this text marketing campaign- from the owners to the Hooters Girls..." said Mike Daopoulos, Partner at Spider Media.  He went on to say that incentives and internal competition will increase the results of the data gathering phase of the campaign.  "Make it fun, and you will see results!"

RESULTS- In the first week, Hooters was able to build a database of 1,494 subscribers to the text club. After 30 days- 4,401 and still growing.  In addition, with the activation campaign, Hooters is offering an incentive to come back to the restaurant within 7 days of subscription.  Based on the number of redemption's and sales as a result of this initial campaign, Hooters has seen a Return on Investment of over 150%, which included set up fees, and marketing and incentive costs.  60 day ROI is expected to exceed 400%, assuming data figures and redemption rates remain constant.

WHAT NEXT- Based on the success of the initial launch, Hooters plans to continue gathering data through the incentive campaign for another 30 days.  Use the data to increase business through the summer season, and consult with Spider Media for additional campaign ideas in the Fall of 2011.

EXECUTIVE'S NAME, TITLE, AND COMPANY FOR RESPONSE ATTRIBUTION- Stuart Houston, Owner Homestar Restaurant Group dba Hooters.
"The SMS campaign was a natural fit for our organization.  We want our Hooters Girls and Managers to interact with the customers and this campaign is a fun and effective way to accomplish that goal.  In addition, with this extensive database of customers, at the push of a button--we can effectively communicate to our customers with the events and specials that they want to receive from Hooters."

---For more info about this case study and the services of Spider Media contact Mike Daopoulos at miked@spidermobilemarketing.com.

MOBILE MARKETING CASE STUDY

Carrabba’s Italian Grill SMS program sees 68 percent redemption rate

By Giselle Tsirulnik

June 16, 2010

Carrabba’s Italian Grill tested an SMS program in the Orlando market that resulted in a 68 percent redemption rate on offers pushed out to 627 consumers.

The text message campaign was meant to build a database of names to which Carrabba’s could then promote multiple services at a time of the day when customers are most likely to be influenced. The campaign also aimed to further engage customers and learn more about their interests while deepening Carrabba’s brand awareness and technological advances.

“We wanted to drive specific components of our business on a hyper-local basis that are meaningful to our managing partners and will assist in increasing traffic and overall restaurant sales,” said Jamie Miller, marketing manager at Carrabba’s, Tampa, FL.

Carrabba’s locations at the Florida Mall, Altamonte Springs, Gainesville, Ocala, Oviedo, Formosa, Palm Bay, Merritt Island, Kirkman, Clermont and Daytona participated in the test.

There were 424 redemptions of the 627 participants, accounting for a 68 percent redemption rate on offers texted out.

To get consumers to opt-in for mobile promotions, Carrabba’s sent out emails to its Amici Club members, encouraging them to text-in and participate.

Additionally, a geotargeted online display campaign promoted the program.

And, a targeted billboard campaign on broadcast television spots also encouraged consumers to opt-in.

After just three weeks, Carrabba’s was able to get 627 participants.

Carrabba’s delayed the initial offer for two hours after consumers signed-up. 

This eliminates people signing-up for the program and receiving the offer in the same visit. It also increased the propensity of a customer to make a return visit to redeem the initial offer.

The restaurant chain also tested a scanning redemption device that allowed servers to scan the offer.

Once scanned, the offer was automatically uploaded into the mobile campaign server – thus allowing for accurate recording of redemptions. Devices were made available through NetInformer.

For some locations it was wine sales they wanted to grow, for others, it was early dining from 4-6 p.m.

Depending on what component they wanted to feature, Carrabba’s created offers that were texted to the customers that opted-in. 

“Our customers are mobile and part of that equation is being where our customers are,” Mr. Miller said. “The other part of that equation is being there when our customers want us to be and provide them with offers that are meaningful to them. 

“SMS is a powerful channel that resonates with a large segment of our customer base,” he said. “It allows our managing partner the opportunity to test various traffic-driving offers that are location- and time-specific while receiving results quickly.”