Mobile advertising is generally more quickly deliver the message, focus on customer choice, on the other side is also relatively cheap and scalable.
JAKARTA, KOMPAS.com - First, a bread shop which is now famous only have the budget for the ads amounted to USD 200 million. With the cost of this could be they decided to put an ad in print media, which was published nationally. However, surely this is only enough bread outlets once to conduct a campaign that was costly. Furthermore, they can only wait for a response back from the consumer.
New advertising effectiveness can be measured after getting feed back of how big the arrival level, purchasing, and trust from consumers. It takes a long time. Perhaps even harder to make the standard of success.
Thus, bread with a variety of outlets that choose to make sense of coupons. Then the coupons were distributed for free. Tell each coupon worth USD 200 thousand, then they will print the coupon 1000 to 1000 prospective target consumers.
For consumers receive a coupon for 200 thousand dollars would be a surprise. Then within an instant, was immediately flooded with booths bread consumers. What power, a relatively narrow booth space can not accommodate the recipients of the coupon. What happens then is a long queue.
Matter of taste and product innovation remains critical to a product called bread. But the problem is number two in the case. Major queue itself is an attraction that makes anyone who was there curious, curious. No wonder then if that does not get any coupons to blend in, line, and buy in order to become part of the hype.
This bread outlets successfully created the image of bread which was bombed by many people. Consumers willing to queue. Then what is the impression that comes to mind of society at that time?
When lining up, not the products offered are clearly good. So, berduyunlah people stormed on subsequent days. Coupons would have been exhausted, but still a long queue.
On one side of the bread shop is a success. But on the other hand, they ignore other costs. What is it? Cost of printing coupons and validation, cost of distributing coupons, as well as labor costs that have to work extra to serve membeludaknya consumers. It may also be overwhelmed should prepare raw materials to produce more bread. Because, how disappointed prospective buyers when it comes to the booth just treated to an empty dish whose contents have been exhausted bought.
Effectiveness of Cellular Technology
In the era of mobile technology with the number of subscribers in Indonesia has reached 150 million more this, can actually innovate marketing (including promotion, advertising, and sales) in order to make things more efficient, effective, and measurable.
In any business today, certainly the majority of the targeted consumers have mobile phones. Moreover, industries related to lifestyle. Doctor on bread was among them.
What if the bread had a coupon outlets in digital form (in any format either SMS or MMS) and spread through the cellular network to the 1,000 people who became his aim? How much does it cost?
Tell me now send an SMS or MMS fees pegged to USD 150, - per person. So to make a broadcast to 1,000 people were potential customers require a fee of USD 150 thousand dollars. Compare with when printing and spread, at least memperlukan cost more than Rp 1 million.
Through mobile technology, using features Location Based Service (LBS), which is owned by the operator, the bakery can also request to distribute to customers who happened to be in the bakery area is located, at that moment. If this happens then the method of promotion that can be done even more quickly measured. For example, promotion program limited to five hours. After advertising or promotional materials digitally delivered to target, since it also stores the manager immediately calculate how much the consumer response in the next five hours.
LBS technology itself makes it possible to detect the number of visitors at a mall for example. Also see how long each visitor (who became the service provider's customer LBS) activity at the mall. Even the floor is detected or at the point where consumers come together, through the repeater is installed on every floor. Although customers do not currently make calls or SMS, important phone alive.
This method is real time. Did not take long to do the execution. But most important, if a business must do the promotion program, they no longer have to design a large budget or placement of promotional materials into traditional media, which sometimes even have to wait in line. They, marketing policy makers to decide on the spot, and at the same time send information to targeted consumers. Abroad, in this way has been carried out by Starbucks, McDonalds, and others.
In the context of food and beverage business, such as the above two examples, both small, medium, and large, the program could be run every day in order to spend for no wasted stock products. Discount programs quickly is critical. This is reminiscent of the ways used by many supermarkets that the price shock when approaching closing time. But no need to conduct a campaign through loudspeakers. Send SMS or MMS to a target.
For example, in the last Eid, Garuda Indonesia in cooperation with one of the local operators to send SMS to the customers of this service. Intercity flights at peak hours is not that tend to empty utilized by the national airline is to attract consumers who want to return home with the discount ticket rates to 50 percent.
When the SMS sent to the customer, the call center Garuda Indonesia has been prepared for incoming calls. These benefits would not be wasted by consumers. As a result, the Garuda flight filled, at least meet profit quotas.
Thus, Garuda Indonesia has made the right strategic decisions and quickly, and does not require additional budget to plug the ad. Although consumers were given deadlines to two days to show the code book to the ticket reservation office, but discount programs that have great significance for consumers in the current difficult and expensive as going home.
There are benefits obtained by the airline and the carrier. Airline operators are not lost, because his seat is filled. Operators receive loyalty because customers get service in the form of special offers.
Threat Display Ads
If Garuda can perform efficiency and gain great benefit in this way, then what about the traditional media that often times it earns revenue from advertising?
This is where the challenge. Traditional media have to undergo a change in managing the bid form of advertising creativity. Because, mobile advertising in addition to fast, effective, and measurable, are also very competitive offer pricing.
Just compared the course. Say an advertiser must pay up to Rp 30 million to redeem a one-page ad in a magazine. While the magazine claims to have the reader base to 200 thousand, then mathematically, advertisers pay a Rp 100, - to every reader. The cost structure will further increase if the creative elements of the ad creation included.
Now if the SMS rate per person for once tell of Rp 150, - then to make blasting to 200 thousand consumers target costs only USD 30 million. Its value becomes the same if other factors are ignored.
But there are benefits that can be desired by advertisers. Through mobile advertising dikreasi form of advertising can be interactive. For example, the ad is created at the same time to conduct consumer research to target. Reply from customer can be directly and feed back into data. Do not forget, advertisers also can ask the consumer category based on results of psychographic and demographic targets in accordance with the character of its products to operators. Operators have the data for that purpose.
Mobile advertising does have a weakness in display advertising. Display advertising traditional media (including outdoor media) have the attraction image displayed. But this could invite debate, because consumer behavior has now probably no longer need the information and advertising messages that sometimes it difficult to arrest consumer logic. Instead, consumers more easily understand even the simplest ads in text form. So the ads in the mobile advertising could still require high creativity to not just appear in format of ordinary words. (Andra / FORSEL)
Monday, October 25, 2010 | 13:34 pmAuthor: AN | Source:
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