Years ago, whilst studying to be a designer I was asked what
I wanted to be. I thought this was a strange question. Surely, as I was
studying Industrial Design, I wanted to be a designer!
After much frustration and gesturing, I finally understood
the question and so here I am asking you, “What do you want to be?”
But to save you the trouble of working out what it all
means, I’ll explain it here.
Firstly, there are three types of innovation:
Sensual- concerning the senses, including how a product
looks, sounds, feels or even tastes and smells.
Functional – How the user interacts with the product. This
might include how easy it is to install or operate, or it might do something
for the user that was not previously possible.
Technological – We are more familiar with this as it relates
to the technology behind the product. If it is truly innovative then you will
be able to protect it with a patent.
Every manufacturer will have their own strengths, and every
brand will have their own associations. For example, Pepsi Cola is marketed on
it’s flavour. It is very strong in the sensual arena. To have the most
credibility in the market, Pepsi would be best to keep all future products in
the same sensual area. Moving over to a functional product such as a bio
yoghurt would be a very difficult and risky move, even if it is a growth
Technology does not …
With the volume of mobile phone users in the United States
traversing over 200 million, there’s no question that the mobile marketing
provider has identified ways to distribute their messages to all phone
customers. Mobile marketing will be among the most effective way for
restaurants to develop a stronger and deeper relationship with clients. Most
people have their handsets with them at all times, so text message advertising
will help restaurants to connect with their target audience.
How to benefit from effective mobile marketing ideas for restaurants
A lot of restaurants now utilize mobile marketing technology
and are receiving outstanding results. A few of the impressive features
associated with text marketing designed for restaurants include:
Personalized marketing: Text marketing is easily the most
personal approach to communicate with your clients and always keep them
returning for more. The customers will feel like they are part of a special
society or club.
Quick proactive approach: By using text messaging services,
restaurants can easily come up with instant call to action. As an example, when
the stream of clients is sluggish on a certain day, the owners can send out
bulk SMS encouraging customers to visit that day and by showing the text
message they can get a free dessert or appetizer. Since these messages have a
higher read rate, this can result in an effective promotion.
Cost effective advertising: Distributing texts, mass SMS or
even sweepstakes messages will be much more economical when compared to
traditional advertising strategies.