Mobile marketing for the informal market sector, or 'spaza shop' market sector

1. Joe’s Spaza
Case Study
Bluwinmobi
Adrian Maloney
+27 78 658 7352
bluwinmobi@gmail.com
BluwinMobi Copy 1 459A Stadium Road
Noordgesig, Orlando
Right 2011 Johannesburg, Gauteng 1804

2. 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 although they may not use the internet on their Mobile phones very much, 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 that can be updated regularly. Monitor it’s success and then target
those people who used the Mobi Site with a beneficial discount or special offer.
Phase 1 – Mobi Site
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 – SMS Voucher
Once Joe had collected a handful of people’s data (name and Mobile number) he wanted to do some
cheap SMS marketing. So he sent them all an SMS with an embedded url. That url opened up a different
Mobile Campaign Site advertising a special offer. The voucher itself was in the form of a 2D bar code.
Phase 3 – Data Capture on a Mobile
When people who had received this SMS (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
50 people visited the MobiSite in week 1
150 in week 2
350 in week 3
750 vouchers were sent via sms at R0.22 / sms
350 vouchers were redeemed in store
250 people consented to receiving regular sms marketing and gave more than just
their name and number. Bluwinmobi
Adrian Maloney
+27 78 658 7352
bluwinmobi@gmail.com
BluwinMobi Copy 2 459A Stadium Road
Noordgesig, Orlando
Right 2011 Johannesburg, Gauteng 1804

3. Screen Shots
Phase 1 Phase 2 Phase 3
SMS 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 – http://mobisite123.com/site?id=233 We
close at 9pm. See you later. Regards Joe
Bluwinmobi
Adrian Maloney
+27 78 658 7352
bluwinmobi@gmail.com
BluwinMobi Copy 3 459A Stadium Road
Noordgesig, Orlando
Right 2011 Johannesburg, Gauteng 1804

4. Mobile Capaign Sites
Includes:
• Image gallery • Click-to-call
• Text effects • Tip a friend
• Instant live preview • QR Codes
• Colour /CI matching • Maps
• Linkable banner ads • Contact form
• Automatic optimisation of images • 250 000 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
Bluwinmobi
Adrian Maloney
+27 78 658 7352
bluwinmobi@gmail.com
BluwinMobi Copy 4 459A Stadium Road
Noordgesig, Orlando
Right 2011 Johannesburg, Gauteng 1804

5. BluwinMobi
an Maloney
AManaging Member
Adrian H. Maloney
BluwinMobi CC
078 658 7352
E-mail: bluwinmobi@gmail.com
Website: http://bluwinmobi.yolasite.com
Bluwinmobi
Adrian Maloney
+27 78 658 7352
bluwinmobi@gmail.com
BluwinMobi Copy 5 459A Stadium Road
Noordgesig, Orlando
Right 2011 Johannesburg, Gauteng 1804