The Scope: Looking at the Marketing Around Us – The North Face

bijoy - March 2, 2010

As a full service marketing agency, it’s difficult not to notice the marketing efforts utilized by the businesses around us. It’s great to see campaigns launched and creativity stretched. With that in mind, we thought it would be interesting to make it a regular feature to take a look and see what companies are doing to help grow their business and increase their exposure.

Today’s featured business: The North Face

We were intrigued when we read an article about a new marketing strategy that The North Face is planning on utilizing–text messaging.  It was only a matter of time before businesses found a way to use text messaging as a quick and efficient marketing campaign. These days, everyone has a cell phone in their pocket, and from a marketing standpoint, texts sent out to people who are interested in doing business with a brand is a great plan.

So how does it work? It’s an idea developed by a San Francisco-based technology company, where a virtual perimeter is set up around the various North Face retail locations. Customers opt-in to text message advertisements, and when they enter that perimeter, a text is automatically sent to their phone with an offer of a promotion or other discount. As mentioned earlier, the customer can opt out of receiving the messages at any time, but businesses are banking on the fact that existing customers are already interested in their products, so when you’re nearby, their texts are like sending a highway billboard straight to your phone, offering you a greater incentive to stop in and check out the merchandise.

If every business starts moving into this realm, it could definitely become annoying. Can you imagine every store you drive by sending you a text? We’d probably throw our phones out the window. However, from a business perspective, it could prove to be quite beneficial. With thousands of cars driving by a location every day, someone is sure to stop in when offered the right discount.

Take Away:

Step out of your comfort zone and try something new with your marketing. You can do what everyone else is doing, or you can be the innovator. You never know how your marketing campaigns will play out unless you try.


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