Have you ever heard of the Pareto Principle? Even if you don’t recognize the name I’m willing to bet you are familiar with the notion. More descriptive terms include the “80-20 rule” or the “law of the vital few.” Discovered in 1906 by Italian Economist Vilfredo Pareto after observing that 80% of Italian land was owned by 20% of the population, he soon realized that the same balance existed almost everywhere. For example, 20% of the pea pods in his garden produced 80% of the total peas! Pareto shared his principle and soon people all over the world noticed how uncommonly correct he was. In fact, the phrase “80% of your sales come from 20% of your clients” is such a common mantra in the business world that almost everyone has heard it.
Craigo’s Pizza is texting like crazy! They have locations in Idaho and just opened up a Pizza Pie Cafe in Utah. Pizza Pie Cafe opened a week ago and already has over 1,100 cell phone numbers in their database. Kent has been running their texting campaigns through M6 Marketing and has seen a ton of success. Here are some quotes from him:
“The last broadcast we sent out, 13% was the rate of return that we were able to measure and that was with BYU-Idaho out of school. Half our subscribers are from BYU-Idaho, so I’m pretty confident that we would have had upwards of 16, 17, 18% response with that text message if school would have been in session.”
“It really depends on the business owner. Anybody who says ‘Oh, the text messaging program doesn’t work for me’, I just laugh at them, and say are you kidding me, that’s the best marketing tool we have! Zero labor and we can drive sales up any given day! We’ll just pack the restaurant up…if we know it’s going to be a slow day because there’s some fair or big event going on and we feel like we need to really boost up sales, we’ll send out a text and done! We’re covered…with confidence!”
Here is a recent article that was published in The Arizona Republic featuring our client, Juice It Up! Juice It Up is using mobile marketing to give specials to customers only via text messaging.
Wallet – check. Keys – check. Cell phone – check. These are the vitals to our everyday lives that we simply cannot go without. Consumers of all ages now carry with them, everywhere they go, a device that is capable of multiple forms of communication, from speech and text messaging to the Internet and email. This phenomenon has opened up an enormous window of opportunity for businesses: Never before in the history of advertising have they had the power to reach their consumers with such ease and efficiency: anyone, anytime, anywhere.
But how do you use it? How do you utilize it? How do you make it work for your organization? The object of this article is to answer these questions and introduce to your entrepreneurial minds the capabilities and potential that mobile marketing offers.
How do I use it?