Timing is Everything: How to waste a great Mobile Marketing opportunity


Take a look at the Text Message AT&T just sent out:
------ SMS Text ------
From: 3746
Sent: Jan 14, 2009 10:07 AM
Subject: AT&T Free Msg: Are you ready for...

AT&T Free Msg: Are you ready for American Idol? AI 8 starts this Tues (1/13) at 8pm on FOX so be prepared to vote and vote often by signing up for Messaging Unlimited. Get UNLIMITED text, picture, video & instant messaging for just $20 per month. Text Y now to sign up. Reply stop to end mktg msgs
Note the timestamp on the message "Jan 14, 2009 10:07 AM" and the reminder about American Idol "AI 8 starts this Tues (1/13) at 8pm"

As it happens, our house WAS ready to check out American Idol last night. We actually missed the first 15 minutes though. We missed all the ads that were shown in the first 15 minutes. What a wasted opportunity!

I should have received this message about 6PM yesterday! Then I would have been pleased with the reminder and actually taken to heart the pitch from AT&T:
Get UNLIMITED text, picture, video & instant messaging for just $20 per month.
I'll save the rant about sending me a solicitation for a service I already have for another post though.

Instead of being happy with a reminder about something interesting to ME -
Time and Place Relevance - I'm just annoyed that I wasted my time reading the message.

Mobile Marketing can be very powerful if the consumer is left in charge and is provided with value.


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