Consumers want advertising pushed through text messaging as much as they want commercial interruptions on their iPods. It's not something that's going to generally stick. But as you say, it's just one more channel and signal to help reach your target, and every little bit helps.
QR codes are a great idea that's been very slow to adopt. If it does stick, it's going to have to go through a couple of generations of evolution to catch on.
David, I don't think it's fair to assume this for everyone. I was just in Pizza Hut a few weeks ago and I willingly signed up for their text specials. I usually receive a welcomed money savings text special every thursday or friday.
This is a welcomed text. It keeps PizzaHut top of mind and I don't mind the extra incentive before the weekend. I can even place my order via text.
Once a week, maybe twice a week - I'll take it. Three or more text messages a week would most likely cause me to opt out. Unless the offers were so compelling I'd suffer through it for the txt specials that were relevant and more timely to my purchase.
Consider:
I like Pizza Hut.
Pizza Hut sells Pizza that I like.
I might consider a Pizza from Pizza Hut once a month (maybe twice).
The text Messages are specials on Pizza
This is why I was torn when setting up my text campaign for the dealership. Do I have one campaign for service and one for sales, to keep the message as relevant as possible? But what a pain in the ass to have to manage 2 campaigns. Plus, confusion for the consumer.
I settled with one campaign for sales and service to start.
I feel like we are taking this thread a little off topic talking about text rather QR. I'm considering on starting a new thread tracking my progress implementing a texting service and campaign for my Nissan dealer. Might be fun.