Papa Murphy's launches mobile marketing strategy

 
Sept. 21, 2011 | by Alicia Kelso

Papa Murphy's take-and-bake pizza chain has tapped Phizzle Inc., a mobile marketing and advertising provider, to power its mobile marketing campaign for select locations throughout the U.S.

The campaign includes a "call to action" visible on in-store signage, tent pop-ups and coupon mailers, and is providing Papa Murphy's customers with the ability to "opt-in" via text message. Once they've opted in, they receive future exclusive offers three to four times each month at their favorite locations, including free or discounted pizza, additional toppings or size upgrades.

So far, more than 20,000 customers in Colorado, Kansas and Texas have signed up to receive text message coupons from Papa Murphy's.

Although the campaign is currently only available in those three states, Beth Trier, Phizzle's VP of Marketing Communications, said Papa Murphy's is currently starting to ramp up with several more DMAs now, anticipating 20 to 30 more in the next couple months.

The campaign aims to generate more consumer buy-in, as many customers who come in for either a free pizza or discounted medium pizza upgrade their purchases by ordering additional toppings or a large pizza instead of a medium.

"We're convinced that the ability to reach our consumers via mobile technology is critically important and a natural step in our evolution," said Jenifer Anhorn, chief marketing executive at Papa Murphy's. "Consumers are increasingly seeking faster and more flexible ways to access our restaurants. It's important for us to continually offer new and exciting ways for our customers to communicate and engage with Papa Murphy's."

Read more about mobile marketing campaigns.


Topics: Business Strategy and Profitability , Customer Service / Experience , Marketing / Branding / Promotion , Online / Mobile / Social


Alicia Kelso / Alicia Kelso has been a professional journalist for 15 years. Her work with QSRweb.com and PizzaMarketplace.com has been featured in publications around the world, including Good Morning America, Voice of Russia radio, Consumerist.com and Franchise Asia magazine.
View Alicia Kelso's profile on LinkedIn

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