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Reaching consumers at the bottom of the pyramid using mobile technologies
Patrick Palmi, CEO, JUSTPALM.com
Mobile Marketer
This is my story
Rural Mobile Marketing
A case study in Zimbabwe
Mobile Marketer
They all have mobile phonesbut they don’t have airtime.
Mobile Marketer
RURAL Mobile Marketing
Patrick Palmi, CEO, JUSTPALM.com
Mobile Marketer
This is my story
Rural Mobile Marketing
A case study in Zimbabwe
GrowBrand
Awareness
ConnectConsumers
InciteProduct
Activation
Catch Consumers’
Attention
Rural Mobile Marketing
Sponsor their calls, Get their
attention.
8
Capturing the rural market through a mobile strategy requires a
different go-to-market approach Rural
Mobile Marketing
9
The rural market has its own particular momentum and buying
behavior for which any mobile strategy will have to adapt to succeed.
Rural Mobile Marketing
10
Few important facts to know about the Rural Mobile Market in Africa.
Mobile Marketer
11
Rural communities use feature phones.
The vast majority (>80%) of mobile phones in rural markets are feature phones. SMS and voice are the only carriers available to talk to them.
Rural Mobile Marketing
12
Rural communities have low level of literacy
Nearly half of the rural adult population has little or no formal primary education level.
Rural Mobile Marketing
13
Rural communities are low ARPU subscribers.
The Average Revenue Per rural Subscriber is < $2 p/m. This category of mobile subscribers always run out of credit to call their loved ones.
Rural Mobile Marketing
14
Rural communities prioritize on the
essential only.
For every dollar earned, they need to make critical decision between either buying airtime, soap, sugar, salt, beer, etc.
Rural Mobile Marketing
15
To stay TOP in their minds, a successful mobile strategy will have to adapt to their
cultures, device types and limitations.
Mobile Marketer
16
The best mobile strategy for rural communities will have to largely use voice as carrier; it requires the least level of literacy.
Rural Mobile Marketing
Sponsored Call Marketing
Sponsor their calls, get their ears.Sponsored Call
Marketing
Chichi Sponsored Call helps consumer brands acquire new customers and
retain loyal ones by sponsoring their phone calls.
19
ChiChi helps brands engage even far to reach rural communities with
branded messages. Rural
Mobile Marketing
20
Rural Mobile Marketing
Reach these rural consumers at their
Point of Sale.
Consumer Brand’s toll-free SMS Number
33111
Reg+23481567898
Send Cancel
21
Rural Mobile Marketing
Such Agent will also be the first point of contact to educate the rural
community on how to use the service.
22
Rural Mobile Marketing
Once registered, users would then be able to send their correspondent
number to the Brand’s toll-free SMS number to make their free calls.
23
We can customize ChiChi with nice features to suit your mobile campaign objective & budget.
Sponsored Call duration
Calls per user per week
Integrated mobile survey
Free call top up per day
Calls per user per day
Mobile Marketing Case Studies Patrick Palmi, CEO, JUSTPALM.com
Mobile Marketer
This is my story
Rural Mobile Marketing
A case study in Zimbabwe
UNILEVER ZimbabweSPONSORED CALL CASE STUDY
Zimbabwe Media is mostly traditional
(Print, Radio, Billboards and National TV)
Which are unmeasurable, untargeted & old style.
The first
BIG question:
How can we leverage the ubiquitous mobile penetration in Zimbabwe to catch consumers’ attention in a brand new way?
Last
BIG question:
How can we leverage mobile to push for UL product trial and drive up sales in a smart & measurable way?
32
Mobile consumer’s callsSponsor
PROPOSED SOLUTION
HOW DOES THAT WORK?
Every time a Buddie Free Call
subscriber will want to call using this service,
they will first have to listen to a 20 seconds
UNILEVER Ad (with Call-To-Action) and
then get automatically connected to
their loved ones to talk for 30 seconds free.
Angel Tirivashe
UL Audio Ad insert.
Angel dials on Econet*154*0774561234#
Tirivashe receives an SMS at the end of the call:
“You too can call a friend for free. Dial *154*Friend Number#”
BUDDIE FREE CALLCampaign Mechanic
35
CAMPAIGN RESULTS
We SMS’ed 50,000 Econet prepaid subscribers informing them about this free call service and recorded over 10,000+ opt-in new subscriptions on first day of launch.
*154* Your Friend’s Number#
The number of Opt-in users grew from
10,000+ to 200,000+
Buddie Free Call subscribers
expanding by 2,000% through
word-of-mouth in just less than
14 days.
*154* Your Friend’s Number#
The UNILEVER audio Ads were served
366,816 times with an impressive
12.3% Coupon Request Rate (45,407).
This CTR figure shows serious
consumer engagement with the
Ads and impeccable purchase
intentions.
*154* Your Friend’s Number#
Buddie Free Call Demographic isYoung, full of energy, ready to try new things, very
influential within their communities and has a sizeable purchasing power.
8% 45% 27% 11% 7% 2%
*154* Your Friend’s Number#
Buddie Free Call Demographic:> University students, newly graduates (18 to 25 yrs.)
> Semi-professionals (26 to 34 yrs.) > Experienced professionals (35 to 44 yrs.)
55% Male and 45% Female
*154* Your Friend’s Number#
SHIELD Case Study
Our Brand Promises:1.Get your mobile Audio Ad listened to from end-to-end 2.Incite product trial with free mobile coupons*3.Re-target inactive customers to increase product trial*4.Profile your customers through mobile survey5.Geo-locate your customers to stay relevant*6.Stimulate tone of free “WoM” consumer referrals7.Report product sales performance linked to the campaign
* Product capability depends on LBS availability from the mobile networks & mobile couponing partner.
42
CAMPAIGN PERFORMANCE•200,000 UNIQUE PROFILE RECORD (AGE, GENDER) [USER PROFILING]
•366,816 TOTAL LOGGED CALLS [AD IMPRESSION]
•2,000% WOM GROWTH RATE IN 2 WEEKS [ADVOCACY]
•12.3% USER CONVERSION RATE [IVR TO COUPON ISSUE]
•45,407 ISSUED COUPONS [AD ENGAGEMENT]
BUDDIE FREE CALL ADVERTISING CHANNEL• Buddie Free Call is a very effective way of delivering advertising to consumers
compared to traditional advertising.• Buddie Free Call offers the additional benefit of serving Ads only to target
demographics. Hence, ZERO media wastage!
CAMPAIGN VIRALITY• The campaign amplified itself by 2,000% in just less than 14 days.• This user growth shows a remarkable demand for this service among mobile
users.
COUPON REQUESTS RATE• 12.3% Coupon Request Rate (or Click-Through-Rate) is one of the highest in the
digital marketing industry and certainly the highest in the Zimbabwe market.• Any other media (TV, Radio, Print, etc.) have a maximum of 3% Coupon Request
Rate.
CAMPAIGN MECHANICS• Consumers understand the mechanic of dialing the USSD string to call their loved
ones (i.e.: *154*Your Friend Number#)
LEARNINGS FROM CAMPAIGN
45
THANK YOU
Get in touch:
Web & Mobile MarketingWeb: www.justpalm.comTel: +27 (0) 10 035 1111
E-mail: info@justpalm.com
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