MyFoods: Making a Good Connection…

Though the practice of mobile marketing is still in its infancy, the up-and-coming channel carries outsized expectations. But the ability to reach people anytime, anywhere, must be weighed carefully against the potential for irritating people and damaging brand relationships. How can Food Franchise marketers harness the power of this promising medium to drive growth for their brands?

The Consumer Viewpoint: It’s MY Phone!

Some people view the mobile phone as an indispensable lifeline to friends, family and colleagues; others regard it as a mixed blessing or a necessary evil. Either way, it is an essential tool for navigating life at the frenetic pace of the 21st century. Wherever people lie on this spectrum, they all share the belief that their mobile phone belongs to them, not to the service carrier, and certainly not to advertisers.

We expect consumer response to mobile advertising to range from grudging acceptance to tempered enthusiasm, with acceptance always conditional, e.g.

I’ll endure advertising on my phone if I have some degree of control, such as the ability to opt in or out.

MyFoods is a specialized one stop interactive web and mobi site where users opt in to receive access to fast food menu’s and specials/ promotions as well as a newly developed downloads facility. The download platform allows user to download their favourite brands: latest TV commercials, pictures, themes and wallpapers for their cellphones at no extra cost. This interactivity not only engages customers, but can help increase familiarity with the brands.

I will tolerate advertising on my phone, and even watch some ads, if you give me something of value in exchange.

MyFoods asks no monthly service fee, all we ask from the brands is for them to communicate to the users of MyFoods about new specials/ promotions and upcoming events, monthly.

I will accept advertising on my phone if it’s relevant and interesting to me.

Our inbox facility allows brands to communicate directly with each user, with information relevant for a specific target market, therefore offering value. Specials and promotions vouchers can be sent directly to specific users, who have either been selected by the brand based on a specific criteria eg geographic area. The other options available are: it can be used to resolve complaints or issues that need to be addressed in the form of an apology sent to the unhappy customers inbox, or a voucher which can be redeemed at the store.

I do not want to be bothered by sms or calls at inconvenient times throughout the day

MyFoods ensures the customer his privacy once they have registered by communicating to him/ her through the inbox facility available on MyFoods mobi and website, where the customer can access or view the message in his/ her own time. 

Not only is MyFoods the most inexpensive but surely the most effective when it comes to having access to menus on the go anywhere in the country.

Customers:

• Wants to have access to good quality food with limited effort.
• Brand loyal customer wants to be in contact with their favourite brands at any time of the day. .
• Want to know what is new on the market and who are the players and where are they represented.
• Want info on the move
• Want to be able to communicate there experience with various brands.
• Want a multiple choice of food for various individuals’ tastes and preferences.

People do not want their personal space to be violated by unwelcome messages, nor do they want to share their mobile screen with advertisers. Therefore, unsolicited and irrelevant advertising will be even less welcome than e-mail spam.

Successful integration of mobile into the marketing mix must take into account the need to build trust among consumers by first gaining permission and then offering relevant communication.

Once a connection has been made with a willing audience, the next challenge is to hold the attention of that audience by establishing relevance.

By adding the third screen to the mix, marketers can stay connected across physical brand encounters, traditional media exposures and phone contact, thus creating more extended conversations with consumers.