Ben Wise on Branding

Watching the world through the lens of the brand

North Face Takes Mobile Marketing to the Next Level

with 2 comments

With brand messages bombarding consumers from all angles, the fight to be relevant is more important than ever. Reaching consumers with the right message at the right time can be the difference between a purchase and being ignored.

North Face, a retailer of outdoor apparel, is trying to use location-based texting to make their brand communications more relevant. If a consumer is within a certain distance of a retail location, they will receive a text notifying them, likely with a promotional offer.

A few weeks ago, I wrote a post about the impact of location-based marketing on brands. North Face is one of the first brands to actually take the leap and reach out to consumers with a geographically relevant message.

However, there is a big risk for the North Face brand. As the first brand running this type of promotion, they are unsure if consumers are ready for location-based promotions. Consumers are undoubtedly heading in that direction and are sharing more information about their locations but it remains to be seen if consumers are willing to receive direct promotions to their cell phones. It is entirely possible that they find promotional texts a step too far into their personal privacy, even if they did sign up for it.

The success of the North Face promotion and the reaction of their consumers will be watched closely by brands and you should expect to see a lot of similar campaigns if consumers show they are willing to receive them.

What do you think? Will the North Face brand benefit from this campaign?


Written by benwisebranding

February 23, 2010 at 9:38 pm

2 Responses

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  1. Are consumers not opting in to receive these location based alerts?
    If not, how is North Face acquiring their location? Downloaded application?

    Just curious as to some more details as there are some LBS that indeed “tip toe” the fine line of privacy etc.

    Greg Hickman

    February 24, 2010 at 12:20 am

  2. Hi Greg. Thanks for your comment. Consumers will have to opt in, so it becomes a question of the reception of consumers in terms of if they will indeed opt in, and for those that do, what will be the reaction once they actually receive a promotion. Will consumers be happy with their choice once they are actually getting the text messages? If yes on both accounts, then a lot of other brands will follow suit. If not, it could negatively impact the North Face brand.


    February 24, 2010 at 4:43 am

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