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BizReport : Mobile Marketing : May 20, 2009

Radio/SMS hot mix for Taco Maker

A Mexican food outlet in the U.S. has put an increase in same-store sales down to investment in a mobile marketing strategy, reports QSR Magazine, demonstrating how a creative and strategic multi-channel campaign can boost response.

by Helen Leggatt

taco maker logo.jpgMexican quick-service food store The Taco Maker (TTM) is citing its new multi-channel radio/mobile marketing strategy as the reason behind its 21% rise in same-stores sales in the first quarter of this year.

TTM's goal was to target a younger, tech savvy demographic by combining traditional and cutting-edge technology. The mobile campaign combined radio ads and text messaging. Gary Bentz, chief creative officer of BxP Marketing, the agency behind the campaign, calls the process which was kicked off with radio ads "pretty elaborate and detailed".

Most importantly, TTM were able to track which ads triggered consumer response.

"First, consumers opt-in by sending a text to our SMS platform and in return they receive an offer for a free burrito via their mobile phones," explained Bentz via QSR Magazine.

"Once a customer redeems the text message offer, the software provides TTM with a report that details what radio station that customer was listening to, the daypart, and which program they were listening to that prompted the customer to respond to the offer. The trained staff at each TTM location has been key in assisting customers with the promotion and up-selling."

Carlos Budet, president and CEO of TTM, has witnessed what he describes as an "overwhelming" redemption rate. In the first quarter of 2009, over 2,200 customers have responded requesting the free burrito offer via their mobile devices with a redemption rate of 50%.

Tags: mobile campaign, mobile marketing, radio, redemption rate, response rate, SMS, Taco Maker, text messaging

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