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Reaching consumers at the bottom of the pyramid - African case study

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We relate, in this presentation, ways brands can leverage mobile technologies to reach consumers at the bottom of the pyramid and convert them to loyal customers.

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Reaching consumers at the bottom of the pyramid - African case study

  1. 1. Reaching consumers at the bottom of the pyramid using mobile technologies   Patrick Palmi, CEO, JUSTPALM.com Mobile Marketer
  2. 2. This is my story Rural Mobile Marketing A case study in Zimbabwe
  3. 3. Mobile Marketer
  4. 4. They all have mobile phones but they don’t have airtime. Mobile Marketer
  5. 5. RURAL Mobile Marketing   Patrick Palmi, CEO, JUSTPALM.com Mobile Marketer
  6. 6. This is my story Rural Mobile Marketing A case study in Zimbabwe
  7. 7. Grow Brand Awareness Connect Consumers Incite Product Activation Catch Consumers’ Attention Rural Mobile Marketing Sponsor their calls, Get their attention.
  8. 8. 8 Capturing the rural market through a mobile strategy requires a different go-to-market approach Rural Mobile Marketing
  9. 9. 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. 10. 10 Few important facts to know about the Rural Mobile Market in Africa.   Mobile Marketer
  11. 11. 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. 12. 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. 13. 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. 14. 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. 15. 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. 16. 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
  17. 17. Sponsored Call Marketing
  18. 18. 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. 19. 19 ChiChi helps brands engage even far to reach rural communities with branded messages. Rural Mobile Marketing
  20. 20. 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. 21. 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. 22. 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. 23. 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
  24. 24. Mobile Marketing Case Studies  Patrick Palmi, CEO, JUSTPALM.com Mobile Marketer
  25. 25. This is my story Rural Mobile Marketing A case study in Zimbabwe
  26. 26. UNILEVER Zimbabwe SPONSORED CALL CASE STUDY
  27. 27. Zimbabwe Media is mostly traditional (Print, Radio, Billboards and National TV) Which are unmeasurable, untargeted & old style.
  28. 28. The first BIG question: How can we leverage the ubiquitous mobile penetration in Zimbabwe to catch consumers’ attention in a brand new way?
  29. 29. Second BIG question: How can we leverage mobile to stimulate consumers to engage with UL ads and grow brand awareness?
  30. 30. Last BIG question: How can we leverage mobile to push for UL product trial and drive up sales in a smart & measurable way?
  31. 31. 32 Mobile consumer’s calls Sponsor PROPOSED SOLUTION
  32. 32. 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.
  33. 33. 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 CALL Campaign Mechanic
  34. 34. 35 CAMPAIGN RESULTS
  35. 35. We SMS’ed 50,000 Econet prepaidsubscribers informing them about thisfree call service and recorded over10,000+ opt-in new subscriptionson first day of launch. *154* Your Friend’s Number#
  36. 36. 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#
  37. 37. 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#
  38. 38. Buddie Free Call Demographic is Young, 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#
  39. 39. 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#
  40. 40. SHIELD Case Study
  41. 41. 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 survey 5.Geo-locate your customers to stay relevant* 6.Stimulate tone of free “WoM” consumer referrals 7.Report product sales performance linked to the campaign * Product capability depends on LBS availability from the mobile networks & mobile couponing partner. 42
  42. 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]
  43. 43. 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
  44. 44. 45 THANK YOU Get in touch: Web & Mobile Marketing Web: www.justpalm.com Tel: +27 (0) 10 035 1111 E-mail: info@justpalm.com

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