1. Joe’s Spaza Case Study
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2. Phase 1 – Mobi Site & Mobile App
Case Study: Joe’s Spaza
Joe, who owns a convenience store (Spaza) in Soweto realised that his customers were the perfect audience to experiment some Mobile Marketing on. Almost all of them carried their mobile phones with them 24/7 and they use the internet on their smart phones every day to log on to social media, they certainly were not using PC based internet.
Objective
To drive awareness and viral marketing about the special offers available at Joes’ Spaza as cost effectively as possible so as to increase the footfall through the store.
Solution
Create a Mobile Site and Mobile App that can be updated regularly. Monitor it’s success and then target those people who used the Mobi Site & Mobile App with a beneficial discount or special offer.
Phase 1 – Mobi Site & Mobile App
Launch a basic Mobile Campaign Site with product offerings, special offers, click to call, an image of their store location and a registration tool so as to start collecting data.
Phase 2 – Push Notifaction Voucher
Once Joe had collected a handful of people’s data (name and mobile number) he wanted to do some cheap Push Notification marketing. So he sent them all an Push Notification message with an embedded url. That url opened up a Mobile website or Mobile App, advertising a special offer. The voucher itself was in the form of a 2D bar code.
Phase 3 – Data Capture on a Mobile App
When people who had received this SMS and Push Notification (or indeed had it forwarded to them), Joe was able to scan every person’s screen and in turn open a Data Capture Management Tool that, in accordance with the new Consumer Protection Act, allowed Joe to save customers names, number and other details with their consent, for future promotions etc.
Results
250 people visited the MobiSite & Mobile App in week 1
150 in week 2
350 in week 3
750 vouchers were sent via sms at R0.50 / sms
350 vouchers were redeemed in store
250 people consented to receiving regular sms and Push Notification marketing and gave more than just their name and number. 150 people like the Joe Spaza Facebook Page
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3. SMS & Push Notification Text - Example
Screen Shots
Phase 1
Phase 2
Phase 3
SMS & Push Notification Text - Example
Hi <insert name>. Stuck in traffic? Call me to reserve your groceries and get an extra 10% discount when you collect them. Click here to see today’s specials – Download: JoeSpazaApp. We close at 10pm. See you later. Regards Joe [CouponCode: *09876*1234*]
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4. Mobile Capaign Sites Benefits Costs – Per Month
Includes:
• Image gallery
• Text effects
• Instant live preview
• Colour /CI matching
• Linkable banner ads
• Automatic optimisation of images
• Click-to-call
• Tip a friend
• QR Codes
• Maps
• Contact form
• page impressions / month
Benefits
• No technical skills required to use the service
• Powerful new revenue source
• Choose from a collection of themes and templates to style your mobile site
• User friendly designs
• Comprehensive administration system to edit and track all your campaigns with reports
• Set your images and text
• View real time statistics and tracking
• View sites on different devices with the previewer component
Costs – Per Month
Mobile Campaign Site R2,000.00
SMS and Voucher Campaign R1,00.00
Data Capture R1,000.00
Total R4,000.00
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5. BluwinMobi an Maloney AFounder & CEO: Adrian H
BluwinMobi an Maloney AFounder & CEO: Adrian H. Maloney BluwinMobi CC T/A Joe Spaza Tech (Pty) Ltd /530067/ or Website:
BluwinMobi Copy Right 2011