Saturday, 3 November 2007

Subway. Slowly But Surely....

...Mobile marketing is making significant in-roads in the US. We needn't hold our collective breath for the more innovative applications coming from Asia and Europe, but, progress is being made all the same. The My Subway Mobile program from the people that Jared works for is a cell phone-based opt-in promotional program that sends customers timely product offers and coupons via email and text message. The reported redemption rate was in the 8% to 10% range. Considerably better than the 1% or 2% redemption from local press ads....

3 comments:

Bob said...

Mark, great example. Would love to know where the data is from. Thanks!

Bob

Troy Norcross said...

I've seen several reports about this Subway campaign. The 8% response rates are great but I don't think they comparison to traditional redemption is very accurate.

Because the campaign is opt-in I would expect a higher redemption rate. What I'm really curious about is how did Subway solicit the original opt-in and what was the effectiveness of that campaign.

i.e.; - If Subway ran a print campaign it might reach 10,000 Subway customers resulting in 800 opt-in registrations. 800 opt-ins were sent coupons - 8% of which (64) redeemed coupons. So the real response rate was 0.64% (THESE NUMBERS ARE ILLUSTRATIVE ONLY)

Mark Taylor said...

Good point. Yes the redemption rate could be higher and I would love to see the associated costs. My point is that we have a reasonably sucessful and pragmatic mobile campaign up and running...
I do not know how the two local markets that are currently running this campaign are building awareness and opt-in. The My Subay program has a site (http://www.mysubwaymobile.com)for opt-ins.