Subway Franchises Get In Sync With Mobile Marketing Deal
Last month, Subway inked a deal with mobile marketing technology company Velti to bring mobile ordering to sandwich lovers nationwide. Consumers will be able to order their meals from their phones and pick them up at the nearest Subway shop. A mobile application and site also will allow them to look at the menu, nutrition information and franchise locations.
“We see enormous potential in our mobile campaigns and look forward to delivering a more robust experience with Velti,” Subway’s Digital Marketing Director Joost Zimmerman told Marketwire.“Our goal is to utilize mobile marketing as a highly personal and direct way to reach our customers and give them access to Subway at any time, wherever they are.”
With smartphones and tablets — including Apple’s iPad — dropping in price and becoming more affordable, companies of all kinds including franchise business owners are expected to turn to mobile advertising.
In their 2011 mobile advertising trends report, the trade group Mobile Marketing Association predicted businesses would spend $1.24 billion this year on mobile advertising alone, with that figure to grow to $5 billion by 2015. But even today, Subway franchisees have seen business opportunities in the mobile realm, opting to prominently advertise mobile applications and mobile ordering in more affluent, more tech-savvy areas of the country.
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