From Jim Metrock:
Skoollive is boasting of their ability to place Call to Action (CTA) marketing right into the hallways of public schools. “Call to Action” marketing is just as coercing as it sounds.
In marketing, a call to action (CTA) is an instruction to the audience to provoke an immediate response, usually using an imperative verb such as “call now”, “find out more” or “visit a store today”.
A CTA can be a simple non-demanding request like “choose a colour” or “watch this video”, or a much more demanding request. An obvious CTA would be requesting the audience to purchase a product or provide personal details and contact information.
Clever marketing strategies often combine a series of small CTAs. These smaller CTAs create a pattern of behaviour that makes it easy for the audience to follow-through with just one last CTA, completing a more demanding request, had it been asked without context. An example could be the purchase of a designer torch. The website might request you choose a style, then a colour, a size and even a personalised engraving. When you get to see your personalised one-of-a-kind product, you are more likely to feel inclined to buy it as it rotates in full 3D rendered colour on your computer monitor or tablet.
It would take a pretty insensitive school board to allow Skoollive to come into its school district. A Call to Action marketing campaign is usually an aggressive marketing campaign. Students are manipulated, prodded, and teased by various persuasive techniques to do something, to take some action that will be of benefit to the advertiser. No school board member or school administrator should ever want to help an advertiser sell products or services to students on taxpayer-funded school time.
Skoollive used to downplay the fact they were in the advertising business. That changed a few weeks ago. Check out Skoollive’s new web content: www.skoollive.com