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.

Use of mass transit on the rise

Observation:   Today’s USA Today includes a story about the increased use of mass transit in 2011, attributable to high gas prices (people leaving their cars at home) and an improving economy (more people commuting to work).  Click here to see the full story.

Implications:   America’s collective consciousness of higher gasoline prices is becoming evident.  If the price of gas up to or beyond $4.15 per gallon—roughly the price when folks were freaking-out back in 2008—we will have seen the influence of The Fuel Economy on vehicle preferences and other consumer spending. 

But how will higher gas prices affect you?  Can you position your product or service as something that should still be attractive when budgets have again grown tighter?  Have you been talking to your on-floor sales staff about up-selling customers… as a means of helping them accomplish more tasks on a single shopping trip?  Do you sell a bulky product that one might need help getting home (free delivery) because of their inclination to use mass transit? 

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