1. The Next Communication Channel:
Mobile Marketing and Beyond
Title slide
The Rise of the Mobile Connected Restaurant

2. Smartphones
◉ 64% of 25-35 year olds own a smartphone
The SMS text
1 in 4 mobile subscribers messaging market is
over the age of 55 expected to grow from
own a smartphone $150 billion in 2009
Source: mannixmarketing.com to $223 billion by
the end of 2014
48 Time it takes the average person Source: Portio Research
To respond to a
Hours text message: 97% of ALL text
90
messages are
The average open time opened and read
for an email.
within 4 minutes
Source: CTIA.org SECONDS. of receipt!

3. Mobile Coupons get
10 times the
redemption rate
of traditional coupons
Source: Borrell Associates
The majority of 25-34 year olds now own smartphones
(64% and 53% respectively)
Source: Nielsen
91% of all US.
Citizens have their
95% of smartphone
users looked up mobile device within
arms reach 24/7
local information, &
of those, 61%
called & 59% visited Source: Morgan Stanley
the business.
Source: Google IPSOS

4. Social vs. Mobile
Marketing Wireless Association shows
For the first time in history, the semi-annual survey
conducted by CTIA-The
®
the number of wireless subscriber connections (322.9 million)
has surpassed the population (315.5 million) – October 11, 2011
Only 1/3 of Facebook’s 800 million+
user base uses Facebook Mobile
Facebook has only 50.6%
of the North American population –
Mobile users with SMS
enabled phones? 92%
Source: PRNewswire.com

5. Mobile Internet growth
By 2014, mobile
internet should
take over
desktop internet
usage
Source: PRNewswire.com

6. Clients

7. Mobile Integration

8. “Text Call to Action”
TEXT MESSAGING 101
KEYWORD SHORTCODE
(CHANGES) (STAYS THE
SAME)
Text GARY to 72727 to Receive FREE
Beverage of choice next visit!
7 Insta
7 272 RY When client texts, n t re
sp
To: : GA They are entered
sent
to ph onse
G
MS Into the database!
one

9. Database Marketing
Strategies include:
Loyalty Marketing: Capturing current customers through
aggressive point of sale campaigns.
Atlanta Bread: Our California
Avocado with Dill sauce will Lead Generation: Capturing potential NEW customers by
rock your world! Order lunch adding mobile engagements to your print coupons, radio,
and pick it up, see our menu television, and other media.
and get our app http://bit.ly
Reply STOP 2end
Monetize:
Messages are then scheduled out to the growing databases of
current and potential customers resulting in increased
frequency of transactions, increased awareness, and new
customers!!
2-3 Promotions per Month
2-3 Promotions per Month

10. 4%+ Conversion
4%+ Conversion
1,000
1,000 Average
Average
on each
on each
Customers
Customers Transaction
Transaction
Promotion
Promotion
Industry averages between 4-7% redemptions on Mobile offers!
Quantifiable Return on this direct media!
Investment to send 1000 messages to Database? $40
ROI on 40+ Customers walking in, calling, or ordering Lunch or Dinner?
average transaction = $14 = ROI $560

11. The Mobile World 101
3 Components to Database
Building To: 72727
1. Point of Sale MSG: GARY
We consult to create engagements to interact with your current
9-20 customers per day and get them into the Mobile database.
(Create Store Specific Databases)
2. Add the Mobile “Opt-in” Option to
your current Website
Options to capture online traffic into the
Mobile database from the web
3. Traditional Media
(capture new clients)
Add the Mobile Call-to-Action to
every Advertisement; print, radio,
coupon, event, TV, etc.

12. Taking Your Broadcast Media/ Event/ Flyer
to your Potential Customer’s handset!
Get Your Instant
Environmentally Friendly
Coupon Instantly Deliver:
Text COFFEE to 72727
A Mobile Landing Page
Your Menu
Additional offers.
Instantly Deliver:
• Video Studies Show a Text-
• Your Commercial message stays on the
YOUR cell-phone an average
Instantly Deliver: • A Demonstration
COUPON of 12 days.
HERE! • Pictures
• Coupons This means additional
• Links to Website exposures to your
• And more audience

13. Example Point of Sale Display
Table Tent/ Talker

14. Point of Sale Options
(Every Customer that walks in the door should be offered the
opportunity to “Text” in for some great sounding deal,
promotion, or opportunity.)
In check presenter(flyers), Table Tents, Buttons on staff,
Window displays, are all options to promote;
1. A drink, sandwich, or $5 OFF next visit!
Atlanta Bread: FREE drink (These instant coupons for next visit frequently will be a
next visit w/ purchase of $10 minimum purchase coupon that expires within a couple
or more, Show msg to redeem
exp.6/30/11. code 745xlt. weeks)
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2. An Instant discount or Free item THIS VISIT!
(Some restaurants have great success with their servers
Goal: offering an instant free cup of cheese dip, app, or soft-
Build a Database of 10-15 People drinks to encourage instant database growth)
per day for future Loyalty Marketing 3. A chance to win a great prize!
Get 2 or 3 additional transactions (Sweepstakes type offers generally perform more poorly,
from them this year! yet can work if promoted correctly)

15. Capture W Traffic into Database!
eb
FREE Cookie?
Type in Mobile Number
Atlanta Bread: Reply with
Instant Mobile Coupon your email address to get
right to your phone! your instant coupon, watch
for more great deals! Reply
STOP 2end
Donate NOW

16. Capture LEADS with Mobile Keywords!
By adding Mobile keywords to Traditional Broadcast media like Coupons, radio & TV spots,
event marketing, print ads, and outdoor displays, you can capture New Customers more
easily.
Taking Your Broadcast Media/Event/Flyer to your Potential
Customer’s handset!
Studies Show a Text-
message stays on the
cell-phone an average
of 12 days.
FREE Ravioli’s! This means additional
exposures to your
Just Text MAZZIO to 72727 audience
Get Your Instant Coupon Right to Your Phone!
Our Menu Right to Your Phone!
Just Text CORN to 72727
Plus Get an Instant Coupon!
More Conversion = 5-10% Increase in Overall Customer base
YOUR
Instantly Deliver: COUPON
• Pictures HERE! Once Customers engage off of Traditional Broadcast they are
• Coupons Captured in the Mobile database.
• Links to Website
• And more Future text-promotions will be delivered right to their handset
And right when they are hungry equating to NEW CUSTOMERS!

17. Timely Coupons, Reminders, and Offers at exactly the right moment!
Delivering Promotions = Higher Redemption Rates
Putting the Offers Right in the Hand of your Current and Potential Customers!
= More Transactions per Month
Atlanta Bread: This week Atlanta Bread: Our summer Atlanta Bread: We have a
only, buy 2 sandwiches or salads are lite and healthy. secret, our breakfast will
salads and get a free cookie. See menu, locations, and perk your office up.
Click here http://bit.ly , exp. caloric info here, click Download our app to get $5
4/21, Reply STOP 2end http://bit.ly Reply STOP off of your $25 purchase ALL
2end DAY! http://bit.ly
Reply STOP 2 end
AdvaTEXT LLC., 1400A South 7 Hwy, Blue Springs, MO 64014
Tel: +1 (816) 589-3939 | Email: sales@advatext.com

18. Send Promotions to your Database to do More
Than Just Coupon!
• Increase Social Network Followers • Capture Email
• More Transactions per year • Support Causes
Atlanta Bread: Facebook atlanta Panchero’s Gift Cards are at the Fair
Atlanta Bread will be
Exclusive menu item just posted, this weekend taking donations
the best gift! Click here and
“Like Us” NOW for even more To Complete your entry for a for March of Dimes, come by our
be finished shopping.
VIP treatment. http://bit.ly chance to Win FREE Atlanta http://xmaspanch.wap and get some
booth and donate
Reply STOP 2quit Bread for a year, reply with your Reply STOP 2quitReply STOP 2end
great Food!
email address and watch for
future great deals! Reply STOP
2end

19. Apps for FREE
HipChime makes it happen!
Every Location gets a FREE Mobile Website / App!

20. Every Location gets a FREE Mobile
W ebsite!
Short URL directs client directly
Short URL directs client directly
to the Mobile Website //App
to the Mobile Website App
Atlanta Bread: FREE
sandwich next visit w/ purch
of any 2 sandwiches and 2
dirnks, exp. 6/30/11,
location or menu click here
http://bit.ly Reply STOP
Mobile Site / App Can Deliver:
2end
Detailed Information
• Menus
• Specials
• Video Content
• Coupons
• Maps – Directions
And more…
Mobile Website Serves as a Virtual Brochure of Company Information
that can be delivered right to potential clients Phones Instantly!

21. Add Mobile’s Call-to-Action
with every traditional
marketing initiative!
Adding “Mobile” to traditional ads improves the Effectiveness and allows for Tracking!
Radio A Radio B Newspaper Insert A Television Spot
Keyword BREAD Keyword BREAD2 Keyword ATOWN Keyword BAGEL
Creation of specific keywords for each broadcast media channel allows client to
measure how many engagements that media outlet produces compared with others!

22. The Revenue Scales
Promotions Per
Locations Opt Ins Per Day
Month **Edit rows 2 and 4 to change the graph
1 12 2
Redemption
Average Transaction Cost Per Text
Rate
4% $ 14.00 0.029
Annualized Increase
Months 1 3 5
in Volume
Opt Ins 360 1080 1800
Redemptions 28.8 86.4 144
Investment $ 20.88 $ 62.64 $ 104.40
Profit $ 382.32 $ 1,146.96 $ 1,911.60 $ 16,439.76

23. One System
Advantages Include: • Unlimited Databases
• Collaboration on Program (ongoing) • Individual Databases per store
• Consistency of Messaging • Increase Social Media Followers
• Wholesale Pricing • Email database growth
Atlanta Bread Facebook
ONLY special!! Like us
today for even more VIP
treatment! reply STOP
2quit

24. Contact HipChime
www.HipChime.com
Gary Mc Clure
EVP of Business Development
Phone: 503-489-9090
Text: GARY to 28748
Email: gary@hipchime.com