In my previous job, I had this great idea and that was mobile marketing. Yes, what a great, innovative idea for a ski resort. We can offer all of our customers up-to-date information about snow, events, specials, yeah!
I was stoked, of course, it was my idea. Well, hate to tell you friends (and myself ouch!) it didn't go so well. In a whole year less than 500 hundred people signed up for our mobile service. That sucks, considering more then 500 people show up in 1 day to ski and snowboard.
So, I will list some of the reasons I believe it failed, and you can agree with me or add on your own thoughts.
- Relevance- A person (me) had to log onto the system each time to send a text. That meant waking up at 5am to send Powder alerts- fun for me. How about those days off!
- Expense- is mobile marketing really worth it? We really had no way to track the results and for our very small list (I mean really small) to send a text cost more then $1 a person, and that is not including the monthly fee anyway.
- Activation- do you know how hoops a company has to go through just to get the right to send you a text? A lot! More then 3000 people initial sent a first text to the resort, but then never responded back allowing us to continue to text them.
As you can image, this wasn't my brightest plan, but at least I know now.... I'll just keep telling myself that to feel better.
