An Interview With Mike Gunderson, The Founder & CEO At Respond Fast

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Below is our recent interview with Mike Gunderson, Founder & CEO at Respond Fast:

Q: For those who haven’t heard of it, what is the best way to describe Respond Fast?

A: Great question, by introducing a Voice Activated Call To Action (VACTA) Respond Fast™ makes it easier than ever for your consumers to use their smart speakers like Amazon Alexa and Google Assistant to respond to your advertising offers. Plus, you get 100% attribution to your campaign’s offer, creative, audience and marketing channel. You will always know exactly how each marketing campaign performs.

Q: You’ve recently launched smart speaker-driven voice response campaign targeting QSRs; could you tell us something more?

A: Respond Fast uses a VACTA phrase or code printed or announced on offline media, such as an insert, direct mail piece, product label/packaging, receipt, coupon, print ad, collateral piece, TV/radio spot, billboard, and signage. Responders simply say to their smart speaker, “Open Respond Fast,” then are prompted to provide their phrase or code. Relevant marketing messaging and calls to action follow. Here is what a Respond Fast Voice Activated Call to Action looks like when printed or announced:

***
To get your FREE Sandwich,
tell your Amazon/Google smart speaker to “Launch Respond Fast”
and mention phrase “Free Sandwich”
***

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Q: What are the ways QSRs can use VACTA to increase sales, repeat business and improve service?

A:

• Use the VACTA to introduce new products. Novel, voice activated calls to action can be the compelling connection to promote novel products and services—such as the ever-growing
  array of meatless fast-food entrees. On the same day recently, Pizza Hut and Dunkin’ announced new, meat-free menu choices. A VACTA could be a fun way to introduce new products, survey people about their taste experiences and gather reviews.
• Print the VACTA on a direct mailer for coupons sent to your mobile instantly. Even better, provide a unique code to each recipient and tell them that this is a personalized offer. Everyone likes to feel special. Where feasible, tailor the offer to previous buying patterns, demographics and other information customized to that recipient.
• Print the VACTA on a package at a point of purchase or delivery (e.g., pizza box, hamburger container, cup). Give buyers the chance to vote, review, take a survey—speak their mind in a variety of ways while buying or consuming the product.
• Use the VACTA to share nutritional and other educational information. Increasingly, consumers want to know the nutritional content of their food. By giving them a convenient code to check it out—say during a TV ad—they can explore in the moment. Then, the QSR brand is on their mind in a positive way with something that can drive buying frequency and loyalty.
• Announce the VACTA during a drive-time radio spot. With GM’s announcement that Amazon Alexa will be standard in all 2018+ models and with other car makers sure to follow, drivers can safely and easily respond to radio ads using a unique phrase. They will then receive a text that can be addressed once at their destination.
• Custom VACTAs for promotional campaigns. For example, QSRs can build promotions around lesser-known holidays. “National Pizza with the Works Except Anchovies Day,” National Fast Food Day,” and “National Cheese Lover’s Day” are actual holidays around which fun, entertaining and memorable campaigns can be built..

Q: What are the benefits of adding a voice activated call to action (VACTA) to marketing campaigns?

A: From redeeming an offer and getting valuable nutritional information to voting, reviewing and participating in surveys, Respond Fast™ Voice Activated Calls To Action™ (VACTA) enable QSR customers to engage meaningfully with their favorite brand through smart speakers. For QSR advertisers, it’s easy and economical to implement and provides comprehensive attribution and tracking.

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Q: What does it take to get started?

A: Setting up and using Respond Fast is easy and user-friendly. Either visit respondfast.com or just tell your smart speaker to “LAUNCH RESPOND FAST” and use keyword “TRIAL.” Then follow the prompts. Once setup is complete, users can access the convenient dashboard to create the campaign tied to the appropriate offline media. Then, they can open the campaign, analyze results, and refine/enhance subsequent efforts.

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