As a food service business owner, staying in touch with your most loyal customers can be a challenge, especially when customers are constantly on the go. Taco Bell, in an effort to stay in touch which their consumers, launched a text messaging campaign, which amassed over 13,000 SMS subscribers within the first five weeks. Wow!
To drive customer awareness and participation in the new SMS campaign, Taco Bell used traditional media such as radio, television, and print. To subscribe to the Taco Bell SMS campaign, customers were encouraged to text TBIC to 30364. After customers subscribed on their mobile phones, they would receive a text message with a promotion offering them a free Frutista Freeze with the purchase of any food item. Pretty good deal if you ask me!
In an effort to limit the exposure of the promotional offer and encourage immediate action from customers, Taco Bell used rolling expiration dates in their initial text message offer. This allowed Taco Bell to set the expiration date three to five days out from the time that a customer subscribed to the SMS campaign.
During the SMS campaign, Taco Bell sent out in excess of 29,500 SMS coupons and was so well liked that at the end of the five-week campaign, 93% of those SMS subscribers were still subscribed to the campaign.