Hard Rock debuts mobile CRM program

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Hard Rock International rolled out a mobile marketing CRM program this week in a move to acquire new customers and build loyalty among existing ones.

The program, created with mobile marketing firm Air2Web, includes three SMS components. Hard Rock will use mobile marketing to promote Hard Rock Cafes, Rock Shops, Hotels, events and products.

“The strategy is to create a stronger relationship with their customers,” said Curtis Rapp, VP of sales at Air2Web. “In the hospitality, entertainment and retail marketplaces especially, loyalty to a brand is extremely important to keep customers coming back.”

The first text component is a mobile store locator, which consumers can use to text a short code to the Hard Rock to find a restaurant, hotel or concert in a specific area. Air2Web created a similar functionality for Starbucks.

The second component is a mobile sweepstakes. Customers can opt-in to enter a contest to win tickets to an event at the Hard Rock in Hyde Park in London. The third component is text message concert promotions.

Hard Rock has built its mobile opt-in database through its Web site and e-mail programs.  

The company hired mobile marketing firm Air2Web earlier this year and did a soft launch of its mobile program during the year's third quarter.

A Hard Rock representative could not be immediately reached for comment.

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