Yesterday I interviewed Scott Carlis, executive director of marketing at Conde Nast’s GQ, for an event marketing story for the March issue of Magazine Event Strategies. GQ really has it right. It knows its audience and it knows what its readers want and what forms of media they are most responsive to.
GQ has not one, but two Web sites, men.style.com/gq and GQ Connects. The GQ Web site is fairly traditional— chock full of editorial content and ads. But it’s the GQ Connects Web site that’s leading edge. This completely promotional site is where GQ readers can go to find out about promotions, contests and events, get style advice from an expert and download weekly podcasts.
GQ Mobile is a huge part of the GQ Connects site. The magazine polled its readers and found that 100 percent of them own a cell phone so it’s no wonder that after it launched in March of last year, GQ Mobile became one of the magazine’s strongest event marketing tools. GQ sends “text-vites” to readers who submit their mobile phone numbers online, keeping them up to speed on GQ’s latest events and contests. They extend their marketing efforts even further into vertical marketing programs by targeting various regions sorting by area code.
Sure a publishing house like Conde Nast has the resources and funding to launch new initiatives at their leisure, but mobile programs are quickly reaching medium and smaller-sized publishers. The truth is, if your readers have cell phones, then you should be looking into mobile options that best suit you and your advertisers.
Check out the March issue of MES when it comes out next month to see how mobile marketing has paid off for GQ, and what other tools they use for marketing and promoting their events.