Check This Out - Nicholas Wickes on SMS Marketing Innovations

In the latest episode of "Dial It In," Trygve Olsen and Dave Meyer welcome an innovative guest: Nicholas Wickes, co-founder of Check This Out, a referral software platform changing the game in SMS marketing for the restaurant and hospitality industries. Nicholas shares his entrepreneurial journey from restaurateur to tech innovator, offering valuable insights for anyone looking to elevate their marketing strategies.

A Different Start

Unlike the usual light-hearted openings, this episode begins with a compelling story from Trygve about a chance meeting with Nicholas under unique circumstances. This sets the stage for an engaging discussion about the critical intersections of technology, specificity, and restaurant marketing. Dave introduces the episode's sponsor, DataQuick, highlighting its efficiency in helping HubSpot CRM administrators streamline their tasks.

The Genesis of Check This Out

Nicholas recounts how a casual conversation in 2014 sparked the idea for his venture. Initially dabbling as an enterprise software consultant and property investor, he was coaxed into the restaurant business by a friend. Despite initial warnings from seasoned restaurateurs about the industry's challenges, Nicholas dove in. His early experiences managing Feast Bistro in Bozeman, Montana, opened his eyes to inefficiencies in traditional marketing methods, inspiring the creation of Check This Out.

SMS: The Channel of Choice

Nicholas explains that, contrary to the traditional use of printed materials and word-of-mouth, the SMS platform allows restaurants to engage directly with their audience. With a staggering open rate, SMS provides an efficient channel for driving customer engagement and retention. Check This Out not only helps bring existing customers back more often but also incentivizes current patrons to refer their friends through an innovative referral engine.

Timing in SMS Marketing

Dave probes into the optimal timing for sending SMS campaigns. Nicholas emphasizes that restaurants benefit most from sending out campaigns during peak decision-making times, such as between 3:00 and 3:30 PM when people are planning dinner. The effectiveness of these campaigns often results in a full house, even on traditionally slower nights like Wednesdays.

Surviving the Pandemic

The discussion shifts to how Feast Bistro managed to weather the pandemic while many renowned establishments struggled. Nicholas credits this success to an outstanding team and the ability to communicate effectively with their customer base through SMS. This strategy ensured diners knew exactly how to engage with the restaurant throughout changing pandemic-related restrictions.

The Power of Local and Tourist Dynamics

In tourist-driven markets like Bozeman, Nicholas highlights the complementary use of Google and social media ads to capture tourist attention. He emphasizes the importance of understanding customer demographics to tailor specific marketing strategies that resonate with both locals and visitors.

Looking Ahead: 2025 and Beyond

Looking to the future, Nicholas plans to remain committed to digital marketing while exploring AI's potential in refining restaurant campaigns. The ultimate goal remains simple: get "butts in seats." By staying focused on what truly drives revenue, Check This Out seeks to empower restaurateurs to thrive, even in challenging times.

Key Takeaways

Finally, Dave and Trygve reflect on the broader implications of Nicholas' insights, noting how Check This Out merges personal customer engagement with cutting-edge marketing techniques. With SMS technology and a customer-focused approach, restaurants can provide the experiences that diners value most.

For more about Check This Out, listeners are encouraged to visit their website and even participate in a live demo through Feast Bistro.

This episode underscores the growing importance of targeted marketing strategies in an increasingly digital landscape, offering inspiration and practical advice for those looking to transform their business models and connect more deeply with their customers.

Connect with Nicholas and Check This Out

LinkedIn
Check This Out
Feast Bistro

Show Notes:

00:00 Introduction and Today's Topic
01:04 Sponsor Message: DataQuick01:49 The Day I Met Our Guest
06:24 Introducing Nicholas Wicks and Check This Out
08:06 The Genesis of Check This Out
11:54 How Check This Out Works
20:31 Maximizing Restaurant Traffic with SMS
22:52 Surviving the Pandemic: A Restaurant's Journey
23:58 The Power of Communication in Tough Times
24:41 Boosting Retention with Strategic Nudges
25:10 Navigating Financial Challenges in the Restaurant Industry
25:48 Marketing Strategies for Restaurants
30:15 Adapting to Digital Marketing
34:25 Understanding Your Customer Base
40:21 Future Trends and Innovations in Restaurant Marketing
43:56 Final Thoughts and Contact Information