Strategy:
The Makro mobiSite was implemented in November 2007, and went live with the main aim of increasing sales and driving Makro card applications. Makro is a well-established bulk retailer with outlets all over South Africa. Clients are required to apply for a Makro card in order to purchase from any outlet, and the MobiSite was commissioned as a means of increasing these card applications. Makro is not, however, a registered credit provider in any way, and the card is simply used as a means of tracking the purchases of clients. Makro, together with Multimedia Solutions, has promoted the MobiSite in all forms of mass media, hence the selection for this category, as it serves as an extension of the Makro brand and its associated product offerings.

In an increasingly mobile society, businesses, organisations and individuals need to reach and interact with their customers via the mobile web. A .mobi address allows them to bypass the constraints of geography, operators and handsets to effectively reach their audience.

Execution:
The MobiSite has been mainly promoted via MMS campaigns targeted towards the existing card holder base. However, with the significant number of new card applications experienced via the MobiSite, the viral effect of the MMS campaigns can clearly be seen. Makro has also been deliberate in its mobile marketing efforts, by including educational segments and usability guides in their traditional above-the-line campaigns, including printed in-store flyers, printed catalogues and even on the website itself. Every single targeted campaign drives the recipient to the MobiSite, where the current promotions can be browsed and viewed in greater detail.

As a branding exercise, the MobiSite is constantly kept in line with the current store promotion, ranging from Winter sales to Christmas drives and Easter promotions, allowing the Makro base to constantly be aware of the most current offerings. We have also implemented creative means to drive card applications and promotional awareness. During Makro’s birthday celebration, promotional banners were hidden across the MobiSite that visitors needed to find and click on to stand a chance of winning prizes. However, only card holders were eligible to win, driving users towards the card application section on the MobiSite, and increasing the uptake of Makro cards, which was the ultimate goal.

The latest development on the Makro mobile site is its use as a brand promotional tool for suppliers. Certain weeks are ear-marked by Makro suppliers to promote specific products to the card holder base. Prominent adverts are placed on the landing page of the MobiSite, and featured products are elevated to the top position on product searches and category browsing, thus greatly increasing their own brand exposure.

Secondary pages are also developed to serve as additional sources of information, giving visitors the opportunity to learn more about selected products and their correct installation or maintenance, for example, in the case of electronic brands.

All this serves to drive users in-store and generate awareness. MMS campaigns are used to create the inital awareness of the promotional week, and once again, users are pointed to the MobiSite to learn more.

The campaign was implemented with an incredible response from consumers within the first 6 months.
Total Site Hits: 17 475
Total Page Views: 112 045
Total Makro Card interested views: 540
Total successful Makro Card applications only from the MobiSite: 89
Total Direct link requests from MMS campaigns and Print ads: 2 937

This figure is particularly significant considering the previous method of invoking card applications involved direct mailing at a cost of R40 / $5 per mail sent out. With the introduction of the MobiSite driven by MMS marketing, client interactions are only R1.95 / $0.27 per message.

The Makro MobiSite is always in line with the website and in-store promotions as mentioned above. Selected promotions are also exclusively implemented on the MobiSite, offering mobile users access to exclusive competitions and prizes. The marketing of the MobiSite, although featuring in all the above-the-line campaigns, is mainly driven by MMS messaging. MMS campaigns comprising of full audio voiceovers, full-colour images and direct links to the MobiSite are sent to the card holder base, making it easy for recipients to respond. MMS's are only delivered to pre-verified numbers that are capable of receiving the messages, ensuring that there is no wastage on the sending of the campaign.

With more mobile phones in the world than televisions and PCs combined, and with penetration levels approaching 90% of the adult population in South Africa, it allows advertisers and direct marketers to target a previously unreachable mass market.

Each MMS that is delivered features a shortcode that users can SMS to and receive a direct link to the MobiSite. Once activated, the link allows us to track the users who access the site and measure exact interest.

Reference / samples - URL: www.makrosa.mobi

URL: www.makrosa.mobi

http://www.bizcommunity.com/Article/196/78/27763.html

Summary:

Multimedia Solutions is a service driven company that partners with both small to medium
enterprises (SMEs) and corporates across a host of sectors including the automotive, financial,
cellular, FMCG (fast moving consumer goods) and eventing sectors to help them achieve their
mobile marketing goals.

We provide goal-oriented technology including SMS and MMS, .mobi sites, mobile themes,
MMS display boards, mobile ticketing, mobile vouchers and mobile blogs, and guide our clients
through the process of developing captivating content and creating a mobile marketing
campaign that will reach the targets desired by our clients. We also assist them in understanding
issues specifically related to mobile technology including mobile rights management,
implementing the campaign and measuring the results of a campaign through dedicated
reporting tools and software.

The company was formed in 2004, and with its phenomenal growth and proven track record
in South Africa, began targeting its services to clients in the United Kingdom and is actively
rolling out in Europe and investigating other international opportunities.

Multimedia Solutions prides itself in delivering quality content in the quickest time. Not only do we service companies in the field of Mobile Marketing, but have also moved into the fields of traditional print and other digital media. We truly offer a complete marketing solution!