Friday, January 19, 2007

Text Marketing's Value Proposition

Marketing to cell phones could be one of the biggest platforms for the coming decade, as long as the communications are valuable and unique.

Powderhorn Ski Resort employs text message marketing to offer exclusive pricing on slow ski days, to promote upcoming events and to let skiers know when new powder is falling. The company says it is easier and less expensive than direct mail and email, and unlike email, enables connecting with customers no matter where they are.

Gerry Purdy, an analyst for Frost and Sullivan calls it "the most important medium for advertising in the 21st century," according to the Salem News.

The paper cites an effective example -- gas station chain Meijer, which alerts customers before they are about to raise prices and offering them a four-hour window to fill up.

This is marketing done right, because the last thing people want is the equivalent of spam on their cell phones. The offers need to be exclusive and time sensitive, and the most appropriate industries include real estate and ticket exchanges, where timing is everything.

Mr. Purdy may be exaggerating the importance of text message marketing, but it will be a factor when done right.

By Jason Dowdell at 12:03 PM | Comments (0)

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