News

Lesson for retail? Obama's veep text misses 50% of subscribers

September 7, 2008

When Barack Obama promised a text message as the means by which he'd announce his selection for vice president, the news was seen as a coming-of-age for texting. But reports following the announcement found three problems that caused the gimmick to underwhelm, and they say something to retailers.

First, by the time the text was sent, the news had leaked elsewhere. Most people knew the choice was Joe Biden by the time the phones started buzzing. LESSON: Make sure the message says something unique and fresh, and isn't just an echo of a communication already communicated.

Second, the message went out at 3 a.m. Who wants to know anything at 3 a.m.? LESSON: If they're snoozing, you're losing.

Third, according to Internet metrics firm Keynote Systems, perhaps only half of the three million veep messages were ever delivered. LESSON: Choose your solution and your solutions provider carefully.