Wallet Pass Marketing Playbook
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Wallet Pass Marketing Playbook

Get your brand onto customers’ phones in 2 days. They add your pass to Apple/Google Wallet. You send short, timely lock-screen nudges that lead back to a clear offer or action—no app required.

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1) Why Wallet Passes Work Now

Your customers don’t want another app. A wallet pass lives where they already are—Apple/Google Wallet—so the “install” is a tap, not a project. Once saved, you have a lightweight presence on their phone and a respectful way to nudge them on the lock screen.

Keep the promise tiny: open the pass → tap the link. Tiny, consistent actions beat occasional big campaigns. Short copy. Clear value. Predictable timing. That’s the habit loop you’re building.

“I’ve seen a lot of good ideas about marketing, but nothing I’ve ever had access to matches wallet pass marketing, FULL STOP.” — S. Warren, U.S. Army Veteran Business Owner

2) What You’ll Launch in 2 Days

  • Branded pass: your logo, colors, business name, and a short tagline.
  • Back-of-pass links: site/menu/contact plus one dynamic link you can change anytime (today’s offer, booking, etc.).
  • Save-to-Wallet entry points: a button on your site, a QR at the counter, and a link in email/SMS.
  • Cadence: start with one lock-screen notification per week, same day/time, to build a rhythm.

Your only goal at first: get the open. The dynamic link does the rest.

3) Quick-Start Setup (Checklist)

  • Approve pass design (logo, brand hex, short tagline).
  • Provide 2–3 static links (site/menu/contact) + 1 dynamic link destination.
  • Choose your weekly push time (e.g., Thu 9:30 AM) + draft 4 short messages.
  • Place “Add to Apple/Google Wallet” on your site; print a QR for your counter/menus.
  • Announce via email + social: “Add our pass to get this week’s perk.”
  • Teach staff a one-liner: “Want weekly specials on your lock screen? Scan to add our pass.”

4) Distribution That Actually Gets Saves

On Your Site

  • Top-nav button: “Add to Wallet.”
  • Homepage hero + footer repeat.
  • Menu/Order/Booking pages: add the same button.

In-Person & Messaging

  • Counter QR with 5-word benefit (“Weekly Perks → Add Pass”).
  • Receipt/email footer link.
  • SMS link for regulars and members.

Rule of thumb: if they can transact, they can add. Put the invite there.

5) Notification Strategy (One per Week to Start)

Choose a consistent day/time your audience will learn to expect. Keep it short (6–11 words) and front-load the hook. The purpose of the message is to get an open. The purpose of the pass is to get a tap on your dynamic link.

  • Cadence: 1×/week to start; add a second only if engagement rises.
  • Timing: 60–90 minutes before the action you want (lunch, appointment, after-work, weekend prep).
  • Rotation: update your dynamic link weekly—keep the reason to tap fresh.

6) Campaign Library by Industry

Restaurants

  • “Weekstarter” Monday perk.
  • Chef’s pick to fill Wed/Thu.
  • Birthday-month bump (link to details).
  • 90-minute flash while you have capacity.

Salons & Spas

  • Fill late-cancel slots in real-time.
  • New-service spotlight weeks.
  • Seasonal packages + add-ons.
  • Members-only upgrades.

Home Services

  • Maintenance reminders (filters, tune-ups).
  • “Neighbor slot open” route-dense days.
  • Storm prep & after-care checklists.
  • Warranty/inspection nudges.

Thank-You Program (Pros & Realtors): monthly “gift from a local partner.” Your pass = your presence. The gift = their reason to return.

7) Templates & Scripts

10 universal lock-screen starters (6–11 words)

  1. Thursday special is live—open your pass.
  2. New today: chef’s pick. Tap inside.
  3. A last-minute opening—grab it now.
  4. This week’s perk just dropped—open to see.
  5. Member pricing unlocked—details on your pass.
  6. Quick reminder: maintenance check this week.
  7. Storm prep checklist—open your pass.
  8. Late cancel spot—first come, first served.
  9. Birthday month bonus—tap for today’s pick.
  10. Weekend bundle ready—open for details.

Staff one-liners (POS)

“Want our weekly specials on your lock screen? Scan to add our pass.”

Email/social announcement

Subject: Get our weekly perks on your lock screen
Body: Add our pass to Apple/Google Wallet and get a short weekly heads-up before the best deals drop. Tap here to see the demo >

8) Sample Pass (Interactive)

Try the embedded demo pass below. Add it to your Wallet on mobile to see the experience end-to-end.

Prefer a personalized walkthrough? Request a demo.

9) Metrics That Matter (Simple Weekly Scorecard)

  • Saves: total & new this week.
  • Opens near push time: proxy for attention earned.
  • Dynamic link taps: CTR on the back-of-pass link.
  • Conversions on push days: redemptions, bookings, or revenue proxy.

If taps dip, your link is stale. If opens dip, your message is vague. Fix one lever at a time.

10) Multi-Location & Agency Rollouts

  • Shared creative, local timing offsets.
  • Location tags in your reporting spreadsheet.
  • Quarterly refresh rhythm (design, copy, offers).
  • Standard staff scripts + QR assets per store.

Start with 3 pilot locations, confirm your weekly scorecard moves, then scale across the map.

11) Troubleshooting & Guardrails

  • Quiet hours: respect mornings/late nights.
  • Fatigue: if engagement drops, skip a week and relaunch with a strong hook.
  • Stale links: rotate weekly; preview on device.
  • Short copy only: 6–11 words wins. Hook first.
  • Privacy: no sensitive personal data in messages.

12) Appendices

A) Full Launch Checklist

  • Approve branding & fields.
  • Set static + dynamic links.
  • Add “Save to Wallet” to site.
  • Print QR for counter/menus.
  • Draft 4 weekly messages.
  • Announce via email & social.

B) One-Page Implementation Plan

Week 1: Approvals, links, QR, site button.
Week 2: First push, measure, iterate.

C) FAQ

Do I need an app? No—Wallet handles it.
How many pushes? Start with one per week.
How fast is setup? Typically 2 business days.

D) Credibility

“Nothing I’ve ever had access to matches wallet pass marketing, FULL STOP.” — S. Warren

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