Texting May Cause Sore Thumbs and Inebriation

Since my move to Las Vegas for the summer, I have experienced some of the craziest culture in America and been exposed to a whole new world of knowledge. Being in the industry here has exposed me to some very cool ideas, including one from a restaurant in a large casino hotel. This outlet which may or may not remain nameless by the end of this post, is working hard to bring more people in during these slow summer months and deteriorating economy. Their most recent marketing idea involves using text messages to entice customers. For example, at events in the coming weeks, signage will be posted that instructs guests to text a code to a number in order to receive an exclusive promotional offer. Each unique text can then be brought to the outlet to receive such things as "Buy 1, Get 1 Free" specials or free drinks with the purchase of any menu item. Considering the high volume nature of casino hotels, even if less than 1% of the people moving through the casino on an event day participate it could have a great impact on business. Restaurants could easily see a 50% increase in covers in a night if these text message promotions are utilized.
I will be monitoring the success of one campaign this coming Saturday and hope to see close to 200 covers who came in with the text message in hand.
I know that Las Vegas is not the norm in the hospitality business but these types of campaigns could be very useful in any other market. Since the messaging service can be subscribed to, restaurants could easily do text message blasts to recent guests in an attempt to bring them back for repeat business. There is a fairly low cost associated with the service and can reach people at all times and locations in order to allow for dynamic promotion scheduling.
If I as a GM experience the beginning of a slow night and really want to try and salvage the evening, why not send out a text to few hundred loyal guests announcing a drink special or other promotion. It could eventually be used in order to manage yields effectively and proactively.

The item being offered this week is a free Square One Organic Martini with the purchase of any menu item and proof of text message. It's a very good deal, but be careful because you might wake up with case of carpel tunnel syndrome and a nasty hangover.