Redbook gets it right
October 30, 2008
Scott Hornstein is chief marketing officer of Wired Assets Corp.
My wife recently handed me the latest issue of Redbook opened to page 28 and I must say my heart leapt for joy when I saw a full page ad for Redbook Mobile.
Let me tell you, Redbook gets it -- they are using the mobile channel to reinforce their brand in an interesting, engaging and viral way.
First, let me tell some of the things you'd find at m.redbookmag.com:
• 5-minute fixes -- "superfast solutions for all life life's little annoyances." Helpful hints and tips for removing pills from your sweater, sorting through not-so-flattering photos, etc.
• Stay-close secrets, like suggestions for pillow talk and keeping him close.
• Easy dinner ideas -- a collection of easy, tasty dinners at your fingertips.
• Mommy strategies, like discipline that works, getting gum out of hair, shoe-tying and more.
• Blogs, from the ladies of Hot and Bothered, the Mom Movement or their fictional heroine, E.
Now let me put this in perspective.
Redbook isn't just throwing the pasta against the wall; they are exploring the basic nature of the mobile phone, which is conversation.
It's not a TV that you sit and watch. It's not the Internet and its richness of information.
This is the mobile phone. It's in everyone's hand, or pocket or purse and its there for a conversation, on the go, on the fly, on the spur of the moment.
I admit the prospect of having a conversation with a customer is a little intimidating. It's something we're completely unused to.
What should we say? What should we do? Do we really have to listen to what each one of them has to say?
Let's start with a simple conversation, a call and response.
A request for value and the delivery of that value will nurture the relationship. I define the customer relationship as a measurable pattern of preferential repurchase.
Couponing or discounting is an easy out.
It may have its place, but it does not embellish our brand, nor does it provide a reason for a repurchase, unless we provide another coupon.
Redbook's entry uses the mobile medium to burnishes brand. They are establishing themselves as a destination, a mobile partner that is fun, helpful and caring. Right there in the palm of your hand, anytime, anyplace. I'm eager to see what happens.
Scott Hornstein is chief marketing officer of Wired Assets Data Corp., Greenwich, CT. Reach him at .