By LORA KOLODNY
“Marketers at the Cambridge Side Galleria Mall had tried it all — mass mailings, print ads, radio spots. But such tactics were no longer bringing in the shoppers, and the Cambridge, Mass., mall was on the hunt for something truly attention-grabbing. So last winter, Issie Shait, vice president of operations at the 116-store shopping center, turned to a new marketing medium: the screen of the cellphone.”
– Text ads are a great idea, as long as you get permission first. I really like the idea because it means I don’t have to carry coupons and paper around anymore. Obviously it works, with an unheard of 80% response in one case. If it is handled well I don’t see why consumers would not be willing to accept this kind of message. In other words targeted and with prior approval. The cool thing is that all you have to do is show your phone and the coupon is accepted. -ed.