In the will probably become a best practice department, I caught this post today about a classic CEBP deployment.  The Taco Maker, a Puerto-Rican based food chain, recently ran an ad campaign featuring a heavily accented cook called Juan Maker to promote the restaurant. As part of the approach, consumers were instructed to text to a short code to receive a coupon offer.  The results?

The Taco Maker received nearly 5,000 texts in response to their
campaign and gave away
nearly 2,500 burritos — a response rate of about 50%. But customers
that received free tacos then stayed to purchase food from The Taco
Maker. The promotion resulted in same-store sales increases of 21% in
the first quarter. And Taco Maker CEO Carlos Budet said that people
liked the character of Juan Maker so much that they called the radio
show asking to speak with him.

Sort of reminds me of the service from Orange called “Orange Wednesdays“.  With this service, you text ‘FILM’ to a short code, and they send you back a coupon that lets your friend get into the movies with you for free. The benefits to the cinema? Higher ticket revenue, higher concession revenue and a long term change in audience behavior. What about Orange? Differentiation, increased loyalty and new customer acquisition.

At the recent Telco 2.0 show in Nice, Mo Firouzabadian, Global Business Line Director for Buongiorno gave a fantastic talk about O2 Extras, a reward program for O2 subscribers. In it, Mo describes the virtuous circle created when  you start to reward using digital content like tickets for consumers based on their interests and segments.  The heart of his talk was called “Win Every Time”, building on the fact that every interaction of a client is a markting opportunity. The example given in his talk was prepaid customers that would be sent a text award every time they topped up. This simple action allowed them to increase ARPU and tenure, while keeping the product fresh and constantly changing.  With more than one third of the subscribers redeeming the awards, they’ve seen increases in ARPU, top up frequency, top up denomination and customer acquisitions.