Text message advertising is now gracing the runway. And multi-channel marketing is beginning to make an impact on the fashion world.
Taking their promotional efforts to the next level, media outlets like Glamour Magazine have adopted some aggressive new tactics to grab the eye of the consumer at the news-stand and keep subscribers coming back. Using mobile text marketing, Facebook and the web, fashion magazines are creating an orchestrated campaign across various channels to make their content more engaging and encourage advertisers to lead more consumers to their offers.
The September cover of Glamour Magazine is a great example of this concept at work.
According to a recent article in The New York Times by Elizabeth Olson, readers intrigued by the pop star Rihanna — and who want to know more — can use their phones to interact with a Facebook logo on the September cover issue and access a video of the singer, answering questions about her life.
“Glamour used Social SnapTags, which display Facebook or Twitter logos inside a code ring. iPhone (and soon Android) users can download an app that lets them simply hover their phones over the tag to open content. Camera phone users need to snap a picture of the tag and send it,” explains Olson.
Not wanting to take the time to download Glamour’s app, I used MMS – simply snapping the logo on the ULTA ad with my phone and texting it to Glamour’s short code, 77865. I was then sent a link. Now, all I need to do is Like ULTA on Facebook and get $5 off any purchase of $10 or more in-store or online. With ULTA on my mind already, the coupon will probably get me to the store sooner.
As Olson further explains, no longer able to rely on “lush advertisements and spritely content” to help them keep the faith of their audience, beauty and fashion magazines are now taking part in a big push to ensure that digital-era readers come back for more.
In Meets Obsession Magazine, Twitter Illustrator Yiying Lu, incorporated Quick Response (QR) Codes in her illustrations of the 10 most intriguing people in fashion including Anna Wintour, British-born editor-in-chief of American Vogue; Mary-Kate and Ashley Olsen, actresses turned fashion designers; and Anna Dello Russo, Italian born editor-at-large for Vogue Japan.
Glamour and other fashion magazines seem to be effectively integrating the power of solutions like Trumpia’s All-In-One Multi-Channel Marketing platform to keep their circulation numbers up.
And solutions like Trumpia that integrate SMS and MMS text, IM, email, voice broadcast and social media messaging can help fashion magazines prove their worth to advertisers who now expect greater ROI and more instantaneous results in an increasingly fragmented and perpetually digital marketing world.
For the fashion rags, at least, using mobile text messaging to better connect advertisers with consumers will surely help them stand out from the crowd so that they will always be in season.
