Cooks up profits using Call-Em-All's mobile marketing
Scotty P's Overview
Family owned and operated, Scotty P’s Hamburgers is managed more with the business acumen typical of large multi-level corporations. With seven locations, the restaurant blends a traditional, casual dining experience with a modern knowledge of restaurant management and customer service. For more than 10 years, Scotty P’s has provided a rich, family dining experience while steadily growing its business into a larger and increasingly more profitable enterprise.
Operating seven locations throughout Texas, Scotty P’s was looking to take an innovative and cost-effective approach for engaging with current and prospective customers. “When you’re a small business, you don’t have an enormous marketing budget,” said Scott Pontikes, founder and president of Scotty P’s. “So whatever you do needs to be creative enough to stand out and effective enough to drive revenue.” Wanting to specifically bolster business during the lunch hours, Scotty P’s needed to reach their customers using the most timely and cost-efficient method possible.
How Call-Em-All Helped
To accomplish this objective, Scotty P’s tapped into Call-Em-All’s SMS text messaging platform, and sent an initial email to 6,000 customers with instructions on how to opt in to receive exclusive text message coupons. An auto-reply instantly rewarded every opt-in with a free soft drink and within 24 hours, 5% of the email recipients had taken advantage of the promotion.
At 9:30 a.m. on a Thursday, Scotty P’s sent out an exclusive text message coupon offering customers a “lunchtime only—buy a burger, get a burger free” special. The result of this campaign was a 12% response rate with zero opt-outs. And since there were such minimal costs associated with the promotion, Scotty P’s experienced a 1,650% return on investment.
More Text Messaging Strategies
Successfully completing its primary objectives of engaging with its customers and increasing sales during the lunch hours, their mobile marketing campaign began to expand. In addition to leveraging its email list, Scotty P’s uses in-store promotions to increase the number of customers that opt in to the ongoing text message campaign. For example, customers waiting in line can text a promo code to begin receiving exclusive text coupons—the first coupon being a free soft drink upon reaching the register. Using the Call-Em-All text messaging platform, Scotty P’s has segmented its customer list geographically to quickly and easily initiate text campaigns that specifically target customers from any of its seven locations.
“If business is slow in one of our locations but not the others, we can send text coupons only to those customers that dine at that location,” said Pontikes. “And since sending a text using Call-Em-All only takes about five minutes to set up, we can be quick and proactive in how we manage our restaurants.”