When I asked Taco Bell CMO Chris Brandt to list his top three rules for creating a winning mobile ma

More
CMO Zone A CMO’s View: Taco Bell’s Chris Brandt Makes Mobile A Priority & It Has Paid Off With Nearly 2M App Downloads Taco Bell CMO says his brand's mobile app shot to the top of iTunes Food & Drink category the day it launched.
Two months ago, when the brand launched its mobile app, 75 percent of the 5,900 participating Taco Bell restaurants received orders via the app, pushing it to the top spot in the Food and Drink category on iTunes that day.
When I asked Taco Bell CMO Chris Brandt to list his top three rules for creating a winning mobile marketing strategy, he said brands need to be prepared to “live in beta” and pay attention to their customers.
“You really need to listen to your customers and constantly evolve,” said Brandt, tupperware india “We started with a great product with a variety of unique features, but already have a long list of things to add post launch.” tupperware india
In tupperware india today’s A CMO’s View column, Brandt offers more insight into how Taco Bell took bold risks with its mobile marketing efforts, and how it paid off with nearly two-million mobile app downloads. Taco Bell’s CMO Dishes on What It Takes to Become a Mobile Marketing Leader
Takeaways: Stay true to your brand. Apps are built to connect with your loyalists tupperware india and they need to feel everything that they love about you in that experience. Your traditional competition is not the only competition, there are 1.2MM apps in the app store and you compete with every one of them. In order to break through, tupperware india you need marketing tupperware india built into the experience and work that will get people talking. Be prepared to live in beta. You really need to listen to your customers and constantly evolve.
As mobile usage among our core target continues to increase, tupperware india our customers told us they wanted a mobile ordering and payment option at Taco Bell. We saw the opportunity to build an app unlike anything else in market: one that would deliver location-based orders and secure payment, while showcasing customization and a personal experience.
Amy Gesenhues: When Taco Bell launched its mobile app, you chose to promote it by turning off your social messaging – did this feel like a risk at the time? Did it deliver the results you wanted? tupperware india
Chris Brandt: We are extremely excited about the response tupperware india to our new mobile app: 75% of the 5,900 Taco Bell restaurants participating in mobile ordering processed an order the day of launch and we have received orders at virtually all of our participating restaurants. Taco Bell s Mobile Ordering and Payment App shot to the top spot in the Food & Drink category on iTunes during the day of launch and remained in the top ten the rest of launch week. Taco Bell is approaching 2MM downloads in iOS and Android just two months after the app launched.
Our mobile app is a fantastic way to be even more transparent about our food and the tremendous variety tupperware india that is available in our restaurants. It gives customers access to the Taco Bell kitchen unlike anything else, and they can customize tupperware india virtually anything.
For example, we re currently giving away a free Doritos Locos Taco with every mobile order. This #OnlyInTheApp launch saw the highest number of mobile orders in a single day and will hopefully tupperware india drive trial and repeat.
We also designed the ordering process to trade up consumers in a relevant and non-disruptive way. For example, users can add additional ingredients to their menu item, creating exactly what they want.
Amy Gesenhues: In a previous interview, you predict “smart marketers will leverage access to new levels tupperware india of consumer information” to provide mass personalization – is this something Taco Bell is currently doing with their mobile efforts?
Chris Brandt: With the mobile app, we will know our consumers on a more personal level. This opens up a host of exciting possibilities to serve up customized offers and to get people to have a higher level of engagement with the brand.
SMX West kicks off next week! Join your peers at Search Engine Land's SMX West conference for three days of tactical sessions, keynotes and clinics on paid search, SEO, mobile search and more. All Access and free Expo+ passes available. Register today !
Amy Gesenhues is Third Door Media's tupperware india General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com , SoftwareCEO.com , and Sales and Marketing Management Magazine. Read more of Amy's articles.
Sign up for our daily newsletter.