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.

1. Reaching consumers at the bottom of the
pyramid using mobile technologies
Patrick Palmi, CEO, JUSTPALM.com
Mobile
Marketer

2. This is my story
Rural Mobile Marketing
A case study in Zimbabwe

3. Mobile
Marketer

4. They all have mobile phones
but they don’t have airtime.
Mobile
Marketer

5. RURAL Mobile Marketing
Patrick Palmi, CEO, JUSTPALM.com
Mobile
Marketer

6. This is my story
Rural Mobile Marketing
A case study in Zimbabwe

7. Grow
Brand
Awareness
Connect
Consumers
Incite
Product
Activation
Catch
Consumers’
Attention
Rural
Mobile Marketing
Sponsor
their calls, Get their
attention.

8. 8
Capturing the rural market through a
mobile strategy requires a
different go-to-market approach
Rural
Mobile Marketing

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

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Few important facts to know about the
Rural Mobile Market in Africa.
Mobile
Marketer

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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

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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

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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

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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

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To stay TOP in their minds, a successful
mobile strategy will have to adapt to their
cultures, device types and limitations.
Mobile
Marketer

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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

17. Sponsored Call Marketing

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

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ChiChi helps brands engage even
far to reach rural communities with
branded messages.
Rural
Mobile Marketing

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Rural
Mobile Marketing
Reach these rural
consumers at their
Point of Sale.
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.

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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

24. Mobile Marketing Case Studies
Patrick Palmi, CEO, JUSTPALM.com
Mobile
Marketer

25. This is my story
Rural Mobile Marketing
A case study in Zimbabwe

26. UNILEVER Zimbabwe
SPONSORED CALL CASE STUDY

27. Zimbabwe Media
is mostly traditional
(Print, Radio, Billboards and National TV)
Which are unmeasurable, untargeted & old style.

29. The first
BIG
question:
How can we leverage the ubiquitous mobile penetration in Zimbabwe
to catch consumers’ attention in a brand new way?

30. Second
BIG
question:
How can we leverage mobile to stimulate consumers to engage
with UL ads and grow brand awareness?

31. Last
BIG
question:
How can we leverage mobile to push for UL product trial and drive
up sales in a smart & measurable way?

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Mobile consumer’s calls
Sponsor
PROPOSED SOLUTION

33. 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.

34. 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

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CAMPAIGN RESULTS

36. 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#

37. 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#

38. 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#

39. 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#

40. 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#

41. SHIELD
Case Study

42. 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.
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43. 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]

44. 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

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THANK YOU
Get in touch:
Web & Mobile Marketing
Web: www.justpalm.com
Tel: +27 (0) 10 035 1111
E-mail: info@justpalm.com