Tomi Ahonen, a friend of MobHappy and mobile guru (see my interview here about his last book) has been waxing lyrically about LBM too, over at the Oxford Forum (free membership required).
Tomi is pretty dismissive about the traditional mall or High Street based channel, telling you about local deals. Up to a point, I agree with him, in that it’s only one aspect of what LBM is about and as I outlined in my post yesterday.
But he does give a vision about a scenario that would work, that I find convincing. Even more interesting for me is that his vision ticks off, one by one, the key IDEA elements that I identified as being vital to the success of an LBM campaign. Namely:
Information
Deals
Engagement
Advertainment
Over to Tomi:
Madonna performs at Yankee Stadium. She sells out the venue. All who attend, when they walk into the stadium get an MMS from Madonna, with her smiling on the Yankee Stadium stage, wearing this tour’s t-shirt.
She sends a custom ringing tone only available to fans who attended her concert. She sends a note thanking the fan [Engagement] for attending, giving a discount voucher [Deals]for her latest album (that the fan may forward if the fan has already bought the CD) and – here is the killer – she asks if the fan would like to join Madonna’s fan club for free, to receive future text messages and other communications from Madonna.
THIS is LBS advertising ! Only those who are inside the stadium get the ads, nobody on the outside. Only Madonna’s biggest fans have paid to get tickets to attend the concert. They will love it that she speaks directly to them. They will save these messages and ringing tones [Advertainment] and show to all of their other Madonna-fan friends who did not attend the concert. Look what Madonna sent me! And of course they all say yes to future direct marketing contacts by Madonna.
What happens six months later when Madonna releases her next CD? She sells it directly to these fans [Information]. How about her next concert tour? She sells out with one spam sms advertising the tickets to these hard-core fans.
Not only Madonna, but any bands, Rolling Stones, Arctic Monkeys, 50 Cent, Pussycat Dolls, whoever. Not only bands, but Football, Baseball, Rugby, Hockey, Formula One, Tennis what have you. Any event where the audience pays to attend, and it is held in a stadium. All of those will go to LBS advertising. It will be huge.
Only it won’t be the stupid walking on the street and suddenly your pocket beeps as the local grocer has milk on sale – type of LBS ads.
Since neither Tomi nor I read each other’s thoughts before we wrote our own, it’s interesting that we’re both on the same page – or certainly in the same chapter.
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