Yes, this is the marketing blog, not the politics blog, but did anyone catch the article in the October 1, 2010, St. Paul Pioneer Press about the Michelle Bachmann campaign using mobile advertising to reach State Fair goers?
In the marketing community, there has been a lot of buzz about mobile marketing. This is the first time that I have seen a mainstream example. Essentially, due to GPS systems being installed in phones, you can now target a specific group of smart phone users within a certain geographical area.
With campaign ads talking about Tarryl Clark raising taxes on food at the State Fair, the Michelle Bachmann campaign sent an advertisement via text message to people inside and within a one mile radius of the State Fair grounds. The message reminded the receivers of where Michelle Bachmann stood on taxes. To read the article click on the link below.
Bachmann, Clark turn to technology
I think this technology is really cool; I am disappointed to see a politician is the first to use it in Minnesota (as far as I know). I think this would be something to use if I were a retail store in Rosedale Mall during the holiday shopping season. It could be a specific deal sent only to people within the mall to incentivize them to shop at my store.
How would you use this technology for marketing? Who do you think would be most receptive to this technique? How long before people start opting out of mobile messaging?
4 Responses
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Judelia Says:
Leave it to the politicians to be the first to push the technology envelope in campaigning! The politicians have really used marketing strategies effectively (if not always wisely) – anybody remember the old days of not much more than lawn signs and a few billboards?
Now… what I’d really appreciate is a mobile message on Friday or Saturday night when I’m out looking for a place to eat where I don’t have to wait for 30 minutes to get a table. Oh yes, of course I want great food when I get there and excellent service.
Yes, I want it my way when I’m the customer, don’t you?
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Lisa Carlson Says:
I have to say I was not aware that could be done. It is amazing what technology now allows us to do.
I like the idea of sending out messages for those who are at a shopping mall.
It could also be useful in apprehending criminals. If someone was spotted shoplifting they could send out a message giving a description. Or what if we were able to use it for Amber alerts? Image all of the children that could be saved.
I agree that this is a huge marketing advantage to those who know how to use it. It could be used tastefully I think it could be a huge benefit to the consumer and then they would want to receive the messages. Especially teenagers, if you could find some way to target them and send a sale message right to them. I wonder what the cost is on this. If there is no cost other than the text message it could be a very beneficial tool to any marketer. -
Stephen Kelly Says:
Excellent article Shelley. Your last question hit my sentiments spot on. As someone who still pays 20 cents per text message (yes, I know, I receive few texts though), I become irritated when I receive a text from an unsolicited source. Some day we’ll all have free texting that won’t cost any additional pennies.
BUT, nonetheless, too many unsolicited texts will become as annoying as too many unsolicited emails, whether we’re paying for them or not. We should all dread the day when viruses become easily transportable via text messages. Can you imagine your cell phone crashing on you?
Many businesses are already using text messaging to disseminate things like coupon offers. They do this using email addresses and phone numbers. That is mobile market targeting at its best right now, but add in the possibility of geo-targeting, and we have a killer combo.
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Randy LaFoy Says:
I saw this and thought you might be interested: 10 days to Totally Screw Up Your Social Media Campaign: http://www.brentcsutoras.com/2010/10/20/10-ways-totally-screw-social-media-campaign/
