Jim Cannella on Mobile Marketing
JC: We recently did a tour with the band Lifehouse. At the bottom of all the [Lifehouse] print ads that ran around the country, we had a call to action that said to receive tour updates, text a keyword into a code. The message the user received back was “confirming that you’re opting in to receive information.” In our limited testing, we found that to be pretty exciting for fans, and we’re going to roll that into a much bigger thing. If I can scan and compare my Soapbox Media database and my list of existing HOB.com members, link those two up, then I can get a bigger picture of [my customers]. That’s when I’ll figure out when to opt [customers] into a regular dialogue. My absolute goal is to be the first major music company in the United States that allows you to buy a ticket via a mobile phone.
[From the April 2006 issue of Target Marketing magazine. To learn more, visit www.targetmarketingmag.com.]