I posted something about this in the digital section the otehr day, but after a weekend of heavy tube use, I wanted to ask the question again - why o why are there ads in the tube that have SMS response mechanisms?
If the companies expect people to save the number then remember to text it when they get out the station, they must think pretty highly of whatever it is they are promoting.
Relating this back to direct marketing, trying to open a channel of communication with a consumer is all well and good. I'm a big fan of all that relationship marketing stuff. But pushing text response mechanisms in the only place in London you are guaranteed to have no reception is a bit like talking to a prisoner in the middle of a 25 year sentence about where he wants to go on holiday in the summer.
Cheers,
Steve
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