Download The Anatomy of an Intelligent Text Message

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Intelligent Cell Phone Marketing for Pizza Chains
Increase sales and loyalty with ZinMobi’s mobile messaging and coupon management
software.
The Anatomy of an Intelligent Text Message
Our intelligent software enables pizza chains and franchisees to target different consumer segments
with very specific and personalized messages, including: retrieving lapsed consumers, rewarding loyal
consumers, increasing the frequency of infrequent consumers or surprising consumers with wow
offers. Whatever the plan, all elements of mobile marketing campaigns using ZinMobi are
measurable so you’ll have all the facts relating to campaign success so that you can drive continuous
improvement at every restaurant or outlet.
Personalize and
target your messages
based on customer
demographic,
preference, lifestyle,
location and purchase
history data
Easy for consumers
to opt out. This opt
out data also
provides
measurement on
how well the
campaign is
received.
Received: Tuesday 11am
From: 72222
Hi Ashley, we haven’t seen
you in a while. Quote this
code 678‐123 to get 25%
off your next order. Valid
until 07.31.2014. Click
here to view our celebrity
chef discussing our
delicious new products.
http://goo.gl/Ks4V3P
Reply STOP to opt out.
Send messages
anytime, any day
knowing they will
be read
immediately.
Include coupon
codes and track
redemption
Include links to
YouTube,
Facebook, Twitter
and Instagram
ZinMobi Automated Direct Mobile Marketing Platform
ZinMobi provides a very powerful mobile marketing platform to pizza chains as Software as a Service
(SaaS). The platform has been designed to deliver immediate revenue and sustained loyalty by
following five simple steps. By capturing and analyzing data after every message sent, the ZinMobi
platform enables clients to identify the most effective marketing messages to send to each
consumer, when to send them and what additional actions can be taken to increase sales and
loyalty.
The ZinMobi Way is explained below and supported by the diagram on the next page.
Step 1
The ZinMobi system captures data from a client’s systems (loyalty data, point of sale data,
transaction data, customer demographic data etc) using an API or file transfer. For the less
sophisticated client, this can be as simple as a data export via a CSV file. It uses this data to build a
profile of consumer behavior – what we call behavior-driven profiles.
Step 2
On a daily basis the ZinMobi system identifies the best consumers to target with a marketing
message i.e. it selects all consumers that match a particular behavior-driven profile. The targeting is
based on several data points including their transaction history, lifestyle data and message history.
Step 3
Based on the data we have for each consumer, the ZinMobi system identifies the best marketing
message to send to the consumer. This can be a small discount, medium discount, large discount,
competition, random act of kindness or feedback request. By matching the offer to key data such as
the recency and frequency of transactions, ZinMobi clients are able to eliminate wasted profit by
avoiding offering unnecessarily large discounts to people who would buy anyway.
Step 4
The ZinMobi system sends the marketing message direct to the consumers’ phone using text
message. Text message is the best message delivery mechanism as 95% of text messages are read
compared to just 20% for email or 18% for Facebook posts. In addition, this enables pizza chains to
target people on the move and to issue messages very quickly. With ZinMobi, because everything is
automated, once the profiles are set up, clients can create and issue campaigns in just 20 minutes.
Step 5
The ZinMobi system captures data after every sent message1 and stores this against each consumer
in order to optimize Step 2 and Step 3 for future campaigns. This means the system is continuously
learning the most effective marketing messages to send each consumer and is also kept fully
compliant with data protection legislation – we call this revenue-ready data .
1
The data we store can be conversion data (did the consumer make a purchase after getting the
message, feedback data, demographic data, engagement data; did the consumer enter the
competition etc)
Automated Direct Mobile Marketing Algorithm
1
2
5
Data Capture
Audience
Selection
Data Capture
3
4
Marketing
Message
Delivery
Marketing
Message
Selection
From set-up to sales in hours
ZinMobi has made set-up of the system incredibly simple and guides each client through the process
so it is optimized for their business. A three-step process has users active within hours and able to
send the first campaign within a day. Once set-up, future campaigns are fully automated and
therefore requirement minimum-touch administration and management.
Central control, measurement, tracking and approval
ZinMobi’s unique software platform provides all the visibility and control needed to run brandconsistent marketing campaigns across a pizza chain and at an individual restaurant or store level.
This enables pizza chains to market on a franchise-wide basis and also target consumers on a
national and/or hyper-local level.
We provide pizza chains the ability to organize their marketing programs to emulate their restaurant
management process. Regions can manage franchises, and those regions can be managed by HQ,
with simple and quick to implement checkpoints to ensure all content is vetted appropriately before
it lands in the hands of a single consumer.
ZinMobi’s technology enables pizza chains to deliver special offers to their entire customer base at
head office level, whilst giving autonomy to every franchise owner and providing them with the
ability to drive sales for their own business at a hyper-local level.
-END-
March 2014