Texts from Target

Promotional texting was made mainstream, in my mind, by American Idol. The show was the first high profile "brand" to really embrace their audience's texting behavior and weave it into the fabric of the experience. It was a run away hit and others have followed suit.

Of course that was back when most of the texting was done by teens. Texting has now hit the mainstream over the last two years, crossing generations beyond just the young. It's estimated that 85% of adults have a mobile phone, and most of them use texting at least on occasion. It's not just for teens anymore -- even my parents send a text once in awhile!

Although it may seem like it's taken forever, retailers are now about to jump in, big time. The ever-so-fashionable Target just announced the first major retail initiative around coupon texting.

By simply enrolling in the program online or via text, consumers can receive up to 5 scannable coupons sent to them via text each month. When you get to the check-out, the attendant will scan the code off of the mobile device.

Couldn't be easier, and couldn't be smarter. And coming from Target, it makes total sense as a part of the brand equity -- Expect More, Pay Less!

What's your experience? Jim.