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

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



GrowBrand

Awareness

ConnectConsumers

InciteProduct

Activation

Catch Consumers’

Attention


Sponsor their calls, Get their

attention.

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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.


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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.


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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.


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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.


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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.


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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.


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.

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ChiChi helps brands engage even far to reach rural communities with

branded messages. Rural

Mobile Marketing

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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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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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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

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

Mobile Marketer

This is my story



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?

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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

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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.


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.


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%


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


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.

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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

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THANK YOU

Get in touch:

Web & Mobile MarketingWeb: www.justpalm.comTel: +27 (0) 10 035 1111

E-mail: [email protected]

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

Marketing

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