September 26, 2011 § Leave a comment
Patos is the fastest growing salty snack brand in Turkey and Kraft’s most sold product amongst Turkish consumers. Kraft wanted to take their efforts a step further and increase sales for this product amongst the Turkish youth by creating excitement and buzz about the brand. The strategy was to reach them directly and engage them through the channels that this mobile/web savvy demographic already used. The result was a comprehensive approach that involved traditional public relations techniques and a variety of advertising tactics to support an engaging and insightful digital marketing campaign.
How Did They Do It?
Kraft, in partnership with Vodafone and Mobilera, realized that the best way to increase sales was to let consumers interact with the brand. They did an excellent job in profiling their target audience and understanding the best ways to grab their attention and keep it.
The way to pull in consumers was easy. Patos bags came with a unique code inside that you could text from your Vodafone mobile device and redeem for 5 free minutes, or… you could accept a challenge. The amount of price minutes increased every time you accepted a challenge and won. Strategist for this campaign wanted not only engagement, but longer engagement time between consumers and the brand. They also knew that the way to take them further had to be within a single purchase or they could quickly lose their grasp of the audience.
Considering Vodafone is the second largest mobile phone provider in the country—with 25% of the market share—and also considering that Vodafone has identified young users as one of the fastest growing segments, this was the right partnership to target this audience. Since prepaid mobile plans are particularly popular in Europe, free minutes were a great incentive for consumers to participate. This dynamic maximized the campaign’s effectiveness because Kraft is an established organization partnering with Vodafone, which is an already trusted operator in Turkey.
But, it was not only about the mobile texting campaign. This campaign included a mobile game version of the challenge and a web version. All these supported by radio, TV, outdoor, point-of-purchase, web and mobile advertising and even buying keywords with Google AdWords to boost website traffic. Additionally, there was intensive public and media relations’ support through events around the concept of ‘Deal or No Deal?’ (such as trying to break the world record for people who fit in a Volkswagen, inspired by one of their TV commercials).
Because of the success of this campaign, Kraft has continued to use these marketing tactics to promote more of their products.
- 10 million unique codes were distributed and 3.5 million were used, this is a 35% response rate.
- Sales increased by 27% and market share by 1%.
- 238,000 downloads of mobile game.
- The number of Patos sold reached an all time high during the campaign.
- Created huge buzz in the industry. Campaign was nominated for multiple awards and won the Best Messaging Campaign Award of MMA (Mobile Marketing Association EMEA, 2009) and the Most Creative Campaign Award by Digital Age, Turkey 2010.
Why This Worked?
Kraft’s marketing team had a vision and they where able to tie it together sucessfully. They knew that mobile would easily engage their target audience but they chose not to make ‘just another tactic’. Their all-inclusive approach not only grabbed their consumer’s attention but also motivated them to take action (by participating in the game) because this campaign made it easy enough for the consumer to want to continue engaging. They also used the technology effectively and were creative with it, using their insights to develop the approach. Basically, they targeted the right audience with the right offer through the right channel. Not an easy task. Kudos!
July 28, 2011 § Leave a comment
iPhones, Androids and Blackberries have changed the way we live. Every time I have a few minutes, I pull out my phone and scroll my emails, monitor the breaking news, update Twitter, check out my Facebook news feed or even take the opportunity to chat with a friend through text or instant messaging. Without my phone, waiting time just feels like wasted time. Whether for doing research on-the-go or scrolling websites while waiting for the next train, my phone provides me with a powerful, and sometimes addictive, source of information.
Like me, there are many others. In fact, with 67% of the world population being mobile users and mobile Internet usage on the rise, I am probably an excellent example of where the world is heading. Mobile Internet use is even close to replacing computers in many parts of the world and the way mobile technology has revolutionized our lives is being noticed by businesses worldwide.
Why Mobile Marketing?
According to Mobile Marketing Watch the potential for this technology is obvious, especially in developing nations such as Africa and India where cellular penetration (CP) has more than doubled since 2005. A study conducted by Nokia in partnership with TNS India shows that mobile web users are using their mobile to access the Internet 2.4 days per week versus using traditional web 2.7 days per week and even more users get new product information via the mobile web (28%) than the traditional web (26%).
Mobile Internet marketing is the way to engage consumers. Not only because of its reach but also its cost efficiency. In the words of Sanjay Gupta, CMO of Airtel, a global communications company: “The cost of interaction of mobile is low, there is a huge cost efficiency to use mobile for interaction, low cost of transaction and, therefore, there are big opportunities for advertisers to leverage the use of this medium.”
Additionally, as Indus Mobile, a mobile marketing services and technology company headquartered in Mumbai, India, explains, this technology provides a unique communication channel that is direct, personalized, targeted, interactive and 24 hours a day, 7 days a week. This is a powerful marketing tool broadens your reach by effectively targeting audiences who are not as accessible through traditional media channels.
In India 65% of the population are mobile users and this figure is rapidly increasing at a rate 20 million new subscribers per month. Organizations in the Indian market know this and are rapidly becoming innovators in this type of marketing.
Let’s look at a great example!
Kodak understood how to use mobile marketing to engage their customers and ensure strong results. This company turned to mobile advertising in order to increase their customer base at Kodak Express photo processing outlets in India. But, it wasn’t just about increasing foot traffic to their shops, it was also about gathering customer information to create a database with profiles of preferences that could help them understand consumer behavior. Customers were willing to submit this information (through surveys) because, once they completed,—and completion included sending 50 prints to your local Kodak Express Photo Outlet—they would have the opportunity to win a 2GB iPod Nano or a 1GB memory card
But the prize wasn’t the only reason customers engaged… With simple and concise messages such as “Kodak Express Shoot It Win It!” and “Print them now. Win them now!”, Kodak encouraged costumers to click through banners and navigate to their site efficiently and cheap.
More than seeking to engage mobile users Kodak customized their approach and related it back to their brand by aiming towards camera-phone users, therefore potential consumers, rather than focusing on demographics. “The mobile campaign was a sort of experiment—promoting Kodak to people with camera phones,” said CEO of the Singapore based advertising company. “The goals were to increase footfalls to the Kodak Express outlets in India and to consolidate user profile and behavior understanding from Kodak Express users.”
Additionally, I found this approach especially interesting because now that digital cameras are the preferred modus operandi not many people print their photos. Personally, I still print a few pictures here and there but I would never think of printing the pictures from my camera phone and, now that Kodak mentions it, why not? This approach worked not only because the tactics related to the product but also because it wasn’t about a developing a mobile campaign, it was about reaching key publics to possibly change behaviors and introduce the consumer to new options, furthermore, correctly choosing the tool to accomplish it.
What did Kodak get? During the one-month duration of the campaign, Kodak generated 11 million visits to the survey page, with a click through rate of 1.7 percent. Even more, Kodak now has a database of profiles and preferences that will teach them about consumer behavior and will help them develop more strategies and tactics.
This campaign was not only creative, targeted and well put together, it also showed that the people in charge of strategizing it understood the medium and their audience, a skill that many struggle with in this era characterized by an overwhelming amount of available mediums. Cost effective and efficient marketing tools like this are revolutionizing not only India but also the world and this I way I think mobile can only get more relevant going forward. As for Kodak, they have an interesting head start.
July 12, 2011 § Leave a comment
I have this theory that time waiting on hold should not be considered life. If you are like me, you are probably in a bad mood the moment you hear the pre-recorded message telling you all the possible numbers you can press in order to fulfill the purpose of your call. I always used to press zero (o)–it seemed logical to me–I would get a message saying something along the lines of: “In order to transfer your call to the appropriate customer service representative, I need to know the reason for your call.” My response was always to press zero again and persistently. This was my way of saying: “No you don’t need to know, you’ll probably transfer me to the exact same place regardless” and I would always get my way. Let’s face it, the representative would probably ask me to explain all the details again; I was not trying to be difficult, just time efficient for the benefit of everybody involved.
At some point, companies realized the “just-press-zero” trick and it stopped being the magic number. Now, I find myself with a closet full of things that I do not use or care for just because I refuse to go through the complain-so-you-can-return-or-get-a-refund process (which will probably result in a useless store credit anyway).
According to a feature in the July issue of Consumer Report I am not the only one who thinks there is something severely wrong with today’s customer service. Frustration runs high among many consumers these days. In fact, more than sixty percent of those interviewed for the article said that, in the past year, they had either left a store because service was poor or hung up on customer service without having had their problem addressed.
The idea that the customer is always right has become an idea of the past and if you do not think so, try calling an airline representative. A few months ago, I was visiting my family back home and got really sick but doctors could not figure out the cause. I called American Airlines and told them I was having a medical emergency and had a doctor’s order (in writing) instructing me not to fly–not only for my safety but also for the safety of others. The customer representative agent informed me that being ill is no longer a reason to change my ticket without a penalty fee and that my ticket was what they called “use it or lose it” (their exact words) because it would be more expensive to change it than to buy a new one. In what world is that ok?
Thankfully, along with social media fever comes the possibility of a shift in the balance of power from companies to consumers. People are starting to speak up regarding their complaints on very public forums and companies are rapidly discovering the extent of damage one review or complaint can make, as well as, how important it is to handle their customers correctly in order to ensure customer loyalty. Complaints are no longer a nasty letter to the CEO or a five-minute venting session to the manager; an unhappy customer is now only a tweet (and many re-tweets) away from representing some major damage. Bad PR on Twitter could destroy a company, not because of one customer complaint but because of its potential reach. Same principle applies the other way; good PR on Twitter can expand your customer pool.
Those companies that have successfully embraced customer service through Twitter understand that an integral part of efficiently managing their brand is monitoring the web and satisfactorily responding to these customer complaints. A great example of this is Comcast. Although calling Comcast, and all cable companies, can be a pain in the neck, this company monitors the web for customer complaints and responds immediately–picking up customer frustration with the company instantly and providing solutions.
Another great example of customer service through Twitter is Jet Blue. This company uses their Twitter account to communicate to its followers not only about their current promotions and sales but also to inform about flight delays and changes in policy. Jet Blue engages with its customers by reaching out directly to them through Twitter. Even more, for them it is not only about offering solutions to their clients but they also tweet fun facts and even respond to the passengers who tweet positively about them. This is an excellent example of a brand that understands their audience. I have feeling that had I been flying Jet Blue when I got sick, their Twitter customer service representatives would have been much more useful and that will definitely be a consideration the next time I need to buy a plane ticket.
Companies such as Comcast and Jet Blue are being rewarded with a powerful reputation and an incredible brand loyalty. Dell, Southwest Airlines, Ford, and Starbucks, among many more, are more examples of companies that have been successful in promoting a positive brand image through Twitter.
This is not as easy as it sounds though. Companies need to understand the medium and understand their audience in order to ensure communication. The most important thing a company must know is that Twitter is not a one-way PR channel; it is about being engaged in the conversation around your brand and being transparent in this engagement. If successful, this could mean a reduction in customer relations’ costs and an improvement in brand image. Everybody wins.
This trend is truly genius. It’s about time consumers regained some power. Our voices should be heard and considered since we are the reason these companies have business at all!
As for me, I am just happy that I no longer have to wait by the phone or spend time writing a letter that will go unanswered. All I need to do is take out my phone and write my complaint in 140 characters or less.
Hopefully, it will not be long before this trend becomes the standard. This just might be beginning of the end of the customer service inferno; a knight in shining armor has come to save the day.