It happened again. My local pizzeria made a mistake in text marketing … and a number of them.
It always drives me crazy when a company uses technology like text message marketing … but does a half-assed job of current marketing.
It's like ordering a steak in a fancy restaurant, and then only eat the salad!
This pizzeria is at the cutting edge of technology … and clearly ahead of its competition … but only if it does some of these things in a good way!
So let's look at the advertising of this company and talk about what they did well … and what they did wrong.
What did they do well?
Well, they made text messaging an essential part of their business. The text call to action is all about advertising … which is great.
If you hide your text message number, you will never be registered!
What else did they do?
They used an easy-to-use keyword "Restore".
It helps a lot of customers to sign up for your text messaging service and sign up for a list. It's always a good practice to use short and easy words to spell for your keyword … oh, and avoid making words … smartphones have automatic correction , and it will cause problems!
What else?
This pizzeria made an offer OK … "Do you want exclusive catering deals?" It's clear what a customer gets to sign up for the texting service. They will get exclusive offers.
Wonderful.
Three good things about this text ad.
Now the question is, what did they do wrong?
This pizzeria made some text marketing mistakes.
Let's look at advertising closely … This offer is good … but it targets bad customers. "Traiteur treats?" This flyer was sent to my house … not to my office or business.
The offer must be targeted to the customer … since it is clearly not a business to business offer, the catering offer does not have a customer focus. is not very attractive.
Personally, I would have left with the simple offer of "Want Special Pizza Deals?"
If you are a pizza person – and who is not, right? – You're going to have a ton of people signing up for this offer … right ?!
The next problem is the keyword.
Yes, they used a good keyword and it was easy to spell, but it had nothing to do with the company. "Pizza" would have been better!
Now, I know that they probably can not use PIZZA as a keyword because they share this abbreviated code with 5,000 other companies. Someone has already taken the PIZZA keyword … but there are other options …
"Cut" for example … or "Coca-Cola" … or even "Sauce" … Be creative … just remember that it's easy to spell!
Now here is the next problem …
I signed up for their text club … do you know what I got back?
Nothing.
Yes, that's right, absolutely nothing.
This means that they have not set up welcome text or auto-responder.
That's what I call LAZY marketing.
If you want people to subscribe to your list, send them at least a welcome text!
Now, again a problem … there is no disclaimer or privacy policy. Normally, you can send them in the welcome message … but since I did not receive them, they should have put it on the page. Or at least say "Msg & Data tariffs apply"
Let me tell you, I'm glad this pizzeria uses text messaging. They are on the cutting edge of customer communication and will certainly help grow their business …
But I would like restaurants like this to really understand and use text message marketing technology the right way. Who knows how much growth they could see if they "make up" their marketing.
So, if you run a pizza restaurant and you use SMS marketing … do not do what these guys did … do not make those big mistakes.
Clean up your action and make sure that text message marketing really works for you and your business.
If you want to know more about how SMS marketing can help customers get into your pizza shop … check out our free report, The Ultimate Guide to Text Message Marketing.
You can download it for free – here: http://text.betwext.us/ebook-mobile-marketing/
Text message marketing is powerful. And if you use it the right way, you will see your business grow and grow and grow! Try SMS Marketing Today Today with Betwext.com