Mobile Text Marketing - Why Lunchtime is Ideal to Broadcast (But Not Why You Think)

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As we’ve discussed in other posts, mobile text message marketing is an ideal way for restaurants to announce specials and offer rewards to customers who opt-in. So broadcasting a special around lunchtime seems like a natural fit. And it is. But that’s not the only reason for you to broadcast specials or rewards around the 11:00 a.m. to 1:00 p.m. timeframe.

According to a June 30, 2011 MediaPost article, Jumptap data revealed that lunchtime was “prime time” for highest click through rates from mobile marketing efforts. Lowest click through rates are during the morning commute and early hours of the workday. The data also showed that people “snack” on mobile content throughout the day whenever they can get a chance, particularly mobile video. Now you probably aren’t surprised that I send our PWP Mobile Monday broadcasts around 11:00 a.m., right?

I’ve seen this finding in action when I go out to lunch. People text or surf while they wait in line to order or pick up their food. Those who are dining alone are often engrossed with their mobile devices. Worst (and I’m sometimes guilty) is when you see people texting, emailing, surfing or tweeting while they’re dining with others. Okay, that’s fodder for another post. One can only hope that these people are sharing all the great deals they’re finding in their text message stream. (Insert chuckle here.)

As with all other forms of marketing and advertising, timing is everything. So as you plan for your next text message campaign, think about serving up your broadcast around high noon.

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