Riedel emailed me a "20% off" coupon this morning. It's not a big secret that I like fine wines (it says so on my LinkedIn profile) and a quality glass makes a huge difference as far as taste is concerned. In fact, with Riedel glasses, different designs make plain water (!) taste differently. I didn't believe that myself until I tried it.

Coming back to that coupon: it's valid until Sunday, i.e. just for three days. That's what most marketeers - especially, "mobile" ones - don't get. It's all about relevance, "right time, right place". I came across an excellent quote on that subject the other day: a highly-relevant marketing message feels like an intimate conversation.

I don't want to buy Riedel glasses this week. And the next one too. But I could buy some more in the future (they do break, you know). And I will do it sooner rather than later - and will not look at alternatives - if I had that "20% off" incentive at that precise moment.

If the company is willing to offer me a discount on their standard product range, why make that love conditional?.. If you do decide to waste your money on spraying the target market with emails or SMS, make it easy for your (potential) customers to say "Yes, I do!".

There is a lot of hype around location-based marketing. Just because you know that I am near your store doesn't mean I will walk in, even if you offer me 50% off anything. When I walked into your store, that doesn't mean I am willing to consider anything but my two-item shopping list. But when I am standing in your "Fine Wines" section, do hit me with that "20% off Riedel glasses" offer. Let me walk away with it, sleep on it and then - when I am ready - come back, to get both the glasses and the wine. If you want my money, love me always.