RenzooPush Superknjizara

Slide 2: Overview  Superknjizara.hr is a brick and mortar bookshop which also has an online bookshop (www.superknjizara.hr)  In order to promote their webshop a trial mobile promotional campaign has been run by using RenzooPush mobile buzz marketing technology which is based on personal recommendations. 2 RenzooPush – Superknjizara.hr case study

Slide 3: About the Campaign  Campaign Goals:  Increase superknjižara.hr brand awareness  Acquisitions of new opt-in mobile numbers which could be used in the future campaigns, participants contact information (name and postal address) for sending awards  Start buzz about superknjizara and the promotional offer  Increase loyalty among existing and new customers through campaign’s reward program  Campaign Slogan: Recommend to five friends and get a surprise book!  Max. number of books each participant could get: 5  The campaign wasn’t announced and much advertised to the webshop visitors  In Croatia mobile data access is in average enabled only on 30% of all mobile phones 3 RenzooPush – Superknjizara.hr case study

Slide 4: How was it done? A button “Recommend and get a surprise book” was added to each webshop article. Click on the button takes visitor to the campaign landing page. 4 RenzooPush – Superknjizara.hr case study

Slide 5: How was it done? In the campaign landing page visitor can enter mobile numbers of friends they wish to recommend an item to ... they also need to enter their mobile number in order to authenticate them and send recommendations out with their mobile number 5 RenzooPush – Superknjizara.hr case study

Slide 6: How was it done?  Recipient receives an SMS message:  SMS comes from a number known to the recipient which significantly increases chances that is going to be read  Message contains info about the advertiser (superknjizara.hr) and the item being recommended  Additional link at the end of SMS message points to wap pages where detailed info about the item can be found, as well as additional information about the campaign itself. (RenzooPush formats content according to the phone capabilities and screen size)  The recipient have a possibility to further recommend an item directly from the wap page 6 RenzooPush – Superknjizara.hr case study

Slide 7: How was it done?  The recipient receives an SMS confirmation about the earned reward after she has sent 5 successful recommendations  The SMS message will have a promo code which will get cancelled after the reward is given  The campaign participants have a possibility to opt-in, either on web or wap, for the future campaigns run by superknjizara.hr  The participants can rate and comment the campaign and advertiser at www.renzoopush.com 7 RenzooPush – Superknjizara.hr case study

Slide 8: Campaign Stats Campaign Duration: 26 days Campaign landing page visits: 2.008 No. of people that sent recommendations: 450 No. of recommendations sent: 2.117 No. of recommendations delivered: 1.995 (94,2%) No. of new opt-ins: 43 (9,6%) No. of wap page reads: 90 (4,5% of total delivered) No. of recommendations sent directly from 111 (5,5%) mobile: No. of issued promo codes: 354 (261 redeemed) 8 RenzooPush – Superknjizara.hr case study

Slide 9: Campaign Stats (Landing page visits) 9 RenzooPush – Superknjizara.hr case study

Slide 10: Campaign Stats - Summary  Superknjizara.hr name has appeared in “pockets” of 1,995 people  9.3% of participants opted-in for future Superknjizara campaigns  Conversion rate: 21,4% (450 of 2,098 visitors sent at least one recommendation)  CTR: 5,4% (clicks on “Recommend” option in relation to the number of visits to the webshop)  6% of participants sent at least one recommendation from the mobile phone 10 RenzooPush – Superknjizara.hr case study

Slide 11: Some of the participants’ comments  “I feel that it would be more interesting and attractive for people to participate in the campaign when they would know which books they would get, or even better if they could choose between 2 or 3 books, or any book up to a certain price. Just a thought…”  “It would be ok if at the end of campaign, first 5 people with most recommendations, could get any book of their choice”  “I got a free book which I would probably never buy myself, but when it arrived I couldn’t resist and have started reading through the unfamiliar subject. I was thrilled! The idea about giving a surprise book is excellent. My sister was sceptical about the whole thing, but when she was convinced that it was a genuine offer, jumped on the wagon and now we are waiting to see what she’s going to get.”  “Me too, have sent a recommendation to 5 friends, however didn’t get anything. Wasn’t everybody getting a book with 5 recommendations i.e. without additional draw? Otherwise, I think the idea is good, as every other that popularise book as a media. We are too much oriented towards the internet and fast information, and the joy given by a focused reading, occasionally flipping back to the pages already read and the relaxed feeling with a good book is becoming a forgotten art.”  “I got two books, but I’m not happy, I’d rather send more SMSes and get a book I like! The idea is excellent, but it would be much better if we could choose between several books. Maybe I’d prefer one that somebody got and might not even open it at all and vice versa.” 11 RenzooPush – Superknjizara.hr case study

Slide 12: For additional info please contact us: 7 People's Hall, 2 Olaf Street, London W11 4BE Phone: +44 870 490 0911 - info@renzoo.co.uk - www.renzoopush.com

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