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The vast majority of the African population resides in Rural areas with very difficult conditions to reach. They live in less than $1 per month but they represent Billions of dollars untapped potential for consumer brands. Rural Mobile Marketing with ChiChi helps Brands understand how they can incorporate mobile in their quest to reach rural markets.
Citation preview
GrowBrand
Awareness
ConnectConsumers
InciteProduct
Activation
Catch
Consumers’ Attention
Rural Mobile Marketing
Sponsor their calls, Get their
ears.
2
Capturing the rural market through a
mobile strategy requires a
different go-to-market approach
Rural Mobile Marketing
3
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
4
Few important facts to know about the Rural Mobile Market
in Africa.
5
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
6
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
7
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
8
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
9
Rural communities are
influenced at their Point of Sale.
Communities Tuck-shops have significant influence over rural communities buying behavior.
Rural Mobile Marketing
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To stay Top in their Minds, a successful mobile strategy will
have to adapt to their habits, environmental limitations and
mobile device types.
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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
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Introducing
A Branded Sponsored Call service that will help consumer brands automatically connect with rural
consumers, engage with them socially and convert them to customers.
13
ChiChi can be implemented either
as an Open or Closed group toll-free SMS “Call-back” Service.
Rural Mobile Marketing
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So…How does the Open group
service works?
Open toll-free SMS “Call-back” Service
requires NO registration and is open to the wide public. (Inclusive of other towns)
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Rural Mobile Marketing
1. Any user simply sends an SMS of the number they wish to call to the Consumer
Brand’s toll-free SMS service.
2. The service will then call them back, play the ads and automatically connect the call.
33111
+23481567898
Send Cancel
Consumer Brand’s toll-free SMS Number
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And…How does the Closed group
service works?
Closed group toll-free SMS “Call-back” Service
requires user registration at closest Consumer Brand’s
Point of Interest.(Closest tuck-shop in that community)
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Rural Mobile Marketing
The Agent (Consumer Brand’s reseller) will be trained to register interested
users mobile number through a
simple SMS command.
Consumer Brand’s toll-free SMS Number
33111
Reg+23481567898
Send Cancel
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Rural Mobile Marketing
Such Agent will also be the first point of contact to educate the rural
community on how to use the service.
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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.
What are the benefits of the Open or Closed
group model?
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Open group Closed group
• Maximum Brand visibility beyond the borders of the rural communities.
• High chance of driving nation-wide product trial.
• High chances of converting more users to customers.
• Restricted Brand visibility to only targeted communities.
• Increase “Walk-in-store” chances to Consumer Brands’ Agents tuck-shops.
• Agents will turn out to be a strong consumer brand’s product advocate as he wishes to see more people coming to load free minutes from his tuck-shop.
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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
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.
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Sounds Excellent?
Get in touch:Justpalm.com
Web & Mobile MarketingBBM: 2AC723DB
Web: www.justpalm.comWhatsApp: +27 78 79 37 399
E-mail: [email protected]
