Using digital to offer the right thing at the right time

Observation:  The Springwise.com newsletter is frequently a source of consumer-focused innovation, and this week’s issue did not disappoint.  It featured a story about one bookseller in Spain, who is offering a free sample—the first chapter of a book—via a QR code on in-train advertising.  Click here to see the story.

Implications:   Effective marketing focuses on a consumer with the motive, the means and the opportunity to commit a purchase.  In this case, the motive might be boredom during a train ride, and because most folks on a train are commuting we can assume they have the means (money) to spend on a book.  And opportunity is facilitated by the use of QR codes, which most smart phones are capable of reading with the download of a simple app. 

Think about your product or service.  What would be the best possible timing for you to deliver your message or invitation to a consumer?  Are you doing it?

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.