Subway’s Michael Lewkowicz on Launching a Mobile Marketing Campaign
Our goal is probably to be 100 percent. It is rare to be 100 percent. We did other campaigns like sending out FSIs or direct mail and we were seeing 1 [percent] or 2 percent redemption rates. We are seeing higher redemption rates with this program and are gathering a database of Subway customers and plan to continue sending out value messages to those customers.
TM: What are your future plans for mobile marketing programs?
ML: We are also thinking of trying to implement the program on a national level. The Seattle market currently includes 350 stores. Knoxville and Philadelphia [stores] also are considering implementing a mobile media campaign.