Best practice from Fizz Mobile.
To raise brand awareness and improve sales
To use mobile and the internet to create a receptive data base, improve brand awareness amongst target audience and generate sales
Our digital media strategy focused on creating a ‘Lifestyle’ micro web site. It was free to register, you just had to add your name, mobile number and e-mail address to gain access.
As an incentive to register you were given an immediate 15% discount in store on your first purchase. When you revisited the site it remembered you and we started to profile where the target audience went one on the site and what content was the most successful.
The micro site had a magazine look and feel and was tailored to the target audience’s life style. It offered 100% free content and included branded wallpapers that were designed by award winning artists and cartoonists, free music downloads, ringtones, celebrity gossip, a 1 hour radio show refreshed weekly that could be listened to on-line or on mobile or iPod via a podcast or download.
The web site featured latest offers, digital discount coupons and in store offers as well as new store openings and live events such as music gigs, student parties and festivals. The micro site linked to the main branded site which included full e-commerce and product range.
We created a series of viral advertisements, a dedicated YouTube channel and a weekly newsletter that was sent to the target audiences in box. After four months we had a data base of over 60’000 people and this continues to grow a rapid rate.
Mobile wise we created a branded WAP site that had one simple purpose which was to be able to obtain digital discount coupons at any time that were both unique and time sensitive.
These were obtained by sending key words to a 5 digit number and instantly receiving a coupon that could be redeemed in-store. We looked at developing this offering more but our research found this simple facility the most practical and widely used way to engage via mobile at that point in time.
1. After four months we had created a Jack Jones database of over 60’000 people and this continues to grow a rapid rate.
2. A time sensitive mobile promotion sent after the heavy snow fall offered a free pair of gloves with every hat purchased. 46% of people that received the message purchased a hat and of those 19% purchase at least one other item. (Proof that that mobile can be extremely useful as a sales channel)
3. We had over 126’000 downloads of content in the first 4 months
4. A promotion in store that relied on an on-line offer created an uplift of 32% of sales in one day
5. Of 100 people surveyed, 94% said that they either would recommend or had already recommended the site to their friends
6. Over one third of people that registered on-line also downloaded at least one coupon to their mobile phone
7. Footfall in-store was increased by an average of 28% following the launch of the digital strategy
8. Clear and useful data was and is captured that allows the retailer to offer more relevant offers and therefore generate more sales
9. The cost of the strategy was much less than previous advertising and promotional activity and produced better results on a like for like basis.
This is one example of how applying digital media effectively results in increased sales, a receptive and growing data base of customers and increased brand awareness amongst the target audience.
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