Young, tech-savvy consumers aren’t the only ones who use cell phones, you know, and marketers are taking notice.
Text messaging promotions aimed at older consumers are slowly popping up; for instance, Redbook magazine is launching a cell phone sweepstakes game for its readers, a mid-30 to mid-40s woman.
Getting older consumers to use their cell phones as more ways than just a phone may be tricky, but research shows if the incentive is right, they will.
Grabbing Older Consumers via Cellphone – WSJ.com
Until recently, cellphone-ad campaigns have been the preserve of companies targeting young, tech-savvy consumers. Now, marketers aiming at older people are dipping their toes in the mobile marketing waters.
The latest to take the plunge is Hearst’s Redbook magazine, whose average reader is a woman in her mid-30s to mid-40s. In coming weeks, Redbook is launching a cellphone sweepstakes game. In what is planned to be the first of several games over the next year arranged with California mobile-entertainment firm Limbo 41414, Redbook readers can bid on a year’s worth of movie tickets by sending text messages from their cellphones. The bidder with the lowest offer unmatched by anyone else wins.