Monday, December 10, 2012

Papa John’s Teaches Us to Use Caution in Mobile Marketing


The pizza company with the garlic dipping sauce is in a bit of trouble for some activity related to mobile marketing. Papa John’s is facing a $250 million lawsuit for sending out over 500,000 SMS text messages in early 2010. The company is arguing that the texts were sent through a third party and the company is not responsible. The customers are arguing that Papa John’s sent them sometimes up to 15-16 messages at a time, sometimes in the middle of the night. The allegations are having a real effect – since the plaintiffs were permitted to team up, shares of PZZA have fallen by 2%.

A recent article in Forbes covered the story and gave some tips for marketers who want to use mobile to communicate with customers, summarized below:
  1. Design & build a mobile experience.  So, it’s not just about a one-off text, but engaging with the customer on their terms and when it makes sense for them.
  2. Ask for permission, confirm and approve. Enough said.
  3. Grow engagement & conversion. Be uber targeted about your interaction when you decide to use mobile; aggregate CRM, opt-in survey information, and any other insights you may have about the customer.
  4. Timing is everything.  Probably not a text about pizza specials in the middle of the night?
  5. Make technology your friend and build a dialog/create loyalty.  Think about your strategy, then the technology.


-Rebecca Canan

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