Dunkin’ Donuts and several other retailers have recently invaded yet another tech gadget you may own with marketing messages! A recent article of Brandweek reported that GPS systems, previously known as handy tools for driving directions, are now handy tools for advertisers. While the market is still small, it is projected to reach $5.4 billion globally by next year. In the example of Dunkin’ Donuts, owners of a particular brand of GPS system can download logos onto their devices or program it to alert them via a flashing icon or beep when they approach a store location.
The company that publishes “Entertainment Books” has also partnered with a top manufacturer of GPS systems to develop a program of its own. Owners sign up to be directed to participating merchants and then present a membership card to receive the discount at the location. Sounds worthwhile, since my coupon books usually collect dust after the initial excitement wears off, but I don’t actually own a GPS system.
There is concern that these beeps and alerts will distract drivers from the important task of watching the road and other vehicles around them. But we’re all eating and talking on our cell phones while driving anyway, right? And couldn’t we all use another reminder that donuts are delicious and conveniently on the way to our next destination? (Not to mention you can get 6 free with the purchase of 36 Munchkins!) I think so.
Sara Wojdacki
Account Executive and Donut Lover
