Papa Murphy's text campaign yields 174-percent increase in business

A Papa Murphy's operator in Reno, Nev., reports that a recent mobile text messaging marketing campaign resulted in a 174-percent increase in normal business.

The targeted offer, created by SMS Masterminds' affiliate, brought in an extra 2 percent of the unit's database, or an extra 18 customers.

Ellen Dias, owner of, has been helping Papa Murphy's with its marketing efforts for five months. Dias currently manages multiple merchants in the market offering SMS deals to consumers.

"We were always a little bit skeptical about anything new, but we wanted to give's program a try," said Peter McLeod, owner of the Reno Papa Murphy's. "We did have a stamp card program that we used, and this was something along the same lines. We've had some great results."

The campaign uses SMS Masterminds' customized Loyalty Rewards Kiosk, a tablet with its own operating system specifically designed to be utilized with the mobile and loyalty marketing program. Installed at the point-of-sale, the Loyalty Rewards Kiosk allows customers to opt-in by typing their phone number on a touchscreen or by liking the business' Facebook page. This system eliminates the need for an app or a smartphone and builds the business' customer database.

Papa Murphy's utilized the Loyalty Rewards Kiosk to send a text message to their customer database on July 24, 2013. This exclusive VIP-Only Offer was sent to its database of 878 members, which was built in four months. The message read: "Papa Murphy's Meal Deal Large DELITE 1 topping only Pizza + 1 Side item & 2 Liter Soda $10! Valid 7/24 & 7/25 only. Moana Lane only. Limit 3."

"I definitely would, and already have recommended to the other Papa Murphy's in the area," McLeod said. "If you're looking to target the market and you want to target the people that are in your area, there's no better way I can think of to do it. You can send a direct text to those people who come into your store anyway."

Read more about mobile initiatives.

Topics: Marketing / Branding / Promotion, Online / Mobile / Social, Papa Murphy's Take 'N' Bake Pizza

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