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instant powerful smart
December 2009
Morkels reaps benefits from mobisite
Morkels has found that its use of mobile technology in its marketing campaigns has had a direct impact on its bottom line.
Peter De Barker, Morkels Merchandise and Marketing executive, says with a database of over 110 000 clients, it wanted to find new ways of communicating with its base and building a one-to-one relationship with them. Morkels also wanted to utilise mobile technology to promote sale days like its recent Heritage Day promotion.
After launching its mobile website (mobisite) and using MMS, SMS and the mobisite in the Heritage Day promotions, Morkels registered marked increase in Heritage day sales.
“We sent out an MMS and SMS campaign to 60 000 people which resulted in 20 000 people visiting their mobisite and a marked increased in the number of people visiting our stores on Heritage Day. Revenue across the stores was up by an average of 30 percent compared to last year's Heritage Day figures,” he says.
A promotion on Vodacom's AdMe mobisite created 159 093 page impressions with an eight percent click-through or 12 976 hits to the site while Morkels mobisite received 527 183 impressions on the mmscards.mobi site.
“We're really impressed with the viral power of mobile and will be looking to capitalise on an active base of mobile web users in the country to grow the mobisite further,” he says.
The mobisite also features a mobile version of its brochure and allows customers to search for products. They can also use the mobisite's store locater to find their nearest store.
Eddie Groenewald, Multimedia Solutions CEO, says Morkels has also used the site to draw in potential clientele.
“Morkels has been forward thinking in their mobisite by also providing wallpapers, logos and 20 000 ringtones for download. It's a great incentive to draw people to the site and gives them the chance to see what the mobisite has to offer,” he says.
De Barker says using mobile technology not only increases its bottom line but facilitates reaching out to a new generation of customers in the 18 to 26 age group helping to broaden Morkels reach into the market.
“With a national footprint and clientele falling mainly into the LSM 5-8 category, it made sense to use mobile technology to try and strengthen our brand's reach within the market. We're also advertising the mobisite on our TV campaigns and in our brochures to create awareness about the site,” he says.
All the 2008 Assegais Awards winners
Vodacom, SilverstoneCIS and Multimedia Solutions (MMS) scooped the Inkosi Award for the AdMe Optin Mobile Marketing Platform campaign at the Direct Marketing Association Assegai Awards last night, Thursday, 6 November 2008. Presented by the South African Post Office, this is the second independent direct awards under the DMA banner since 2003.
Organisation of the Year went to Greymatter, Supplier of the Year to Direct Channel Holdings, DMA Hall of Fame (sponsored by Nedbank) to John Rollason, DM Marketer of the Year (sponsored by Absa)to Keith Wiser of 5th Dimension, and Young Direct Marketer of the Year to Talitha Myburg of Lesoba Difference.
“We're very pleased with the turnout for this year's awards, both from an entry perspective, as well as a sponsorship point of view. The direct industry has once again stepped up to the plate and put their support fully behind the Assegai Awards,” said Brian Mdluli, CEO of DMASA.
“It speaks volumes about the growing credibility that direct is gathering and the high regard that it is afforded by some of the biggest brands in the country. Some of the industry's biggest industry names stepped on to support this year's awards and a huge amount of credit goes to these sponsors for putting the Assegais firmly back on the map.”
There were a total of 147 entries from over 40 agencies, corporate and Individuals. Of these entries, 78 made it through to finals and 43 finalists received awards.
Multimedia Solutions won in the following Categories
Section |
Category |
Award |
Winner |
| Digital Media | Mobile | Merit Award | Multimedia Solutions for Makro MMS & Mobi Drive |
| Digital Media | Mobile | Gold Assegai | Vodacom, Silverstone CIS & MMS for Vodacom AdMe Optin Mobile Marketing Platform |
| Technology Solutions & Innovation | Gold Assegai | Vodacom SilverstoneCIS & MMS for AdMe Optin Mobile Marketing Platform | |
Michelle Perrow, Assegai Awards chairperson and DMASA board member, added, “We have seen an interesting trend emerging in that while the number of entrants has increased dramatically on 2007, the number of entries has only increased by around 10%. Last year we had a situation where only a handful of leading agencies entered many campaigns, whereas this year the campaigns have come from a much broader base and is far more representative of the players in the direct marketing industry.
“This also makes for a much more exciting competition as you have a greater diversity in terms of industries represented. Overall this also makes for a much more challenging judging process. I also believe this is a direct reflection of the current economic environment and that, while marketing and advertising budgets have been dramatically curtailed this year across most sectors, direct marketing has remained a very strong contender for its share of the overall budget.”
Sponsors of the Assegai Awards 2008 were the South African Post Office, MTN, Absa, Vodacom, Standard Bank, Services SETA, Computer Facilities, Bytestream, SABC, Merpak, Nedbank and TransUnion
Multimedia Solutions garners international recognition
Multimedia Solutions has been recognised in the first ilovemobilewebawards, winning the commercial and retail section and coming third in the corporate section.
Eddie Groenewald, Multimedia Solutions CEO, says its Sasko Flour mobisite (www.saskoflour.mobi) took home the honours, impressing the judges with its ability to take a simple task like communicating recipes and making it available to consumers in a fun and interesting way.
The VC Upgrade site designed for Vodacom also did well, being recognised for the way in which it enables consumers to apply for new contracts and chose a cellphone on their selected package - all from a mobisite.
“The awards were judged by an expert industry panel including representatives from the dotmobi advisory group, Informa Telecoms and Media, Bango and dotmobi. We're proud to be recognised on the international stage in such prestigious awards,” he says.
Multimedia Solutions are also expectant about the upcoming Mobile Marketing Association's global Mobile Marketing Awards.
The Mobile Marketing Association (MMA) is the premier global non-profit association that aims to stimulate the growth of mobile marketing and its associated technologies. The MMA is a global organisation with over 650 members representing over forty countries. MMA members include agencies; advertisers; hand held device manufacturers; carriers and operators; retailers; software providers and service providers; as well as any company focused on the potential of marketing via mobile devices.
Groenewald says the awards have grown in stature, having being recognised internationally as one of the leading awards in the mobile arena. The company is expectant at the possibility of winning some of the categories.
“Awards may be given by region, in which case we fall into the Europe, Africa and Middle East region, but we're obviously hoping to win some of the categories outright,” he says.
The following sites and associated marketing campaigns have been entered by Multimedia Solutions into the competition:
- Branding - Campaign: Makro MobiSite, Mobisite: www.makrosa.mobi.
- Cross Media Integration - Campaign: vcupgrade, Mobisite: www.vcupgrade.mobi.
- Direct Response - Campaign: Sasko Mobisite, Mobisite: www.saskoflour.mobi.
- Promotional - Campaign: Adme, Mobisite: www.myadme.mobi.
- Relationship Building - Campaign: MMS Cards, Mobisite: www.mmscards.mobi.
Innovation Awards:
- BInnovation Award for Creativity - Campaign: Mobile Interactive Content Profiling.
- Technology - Campaign: vcupgrade, Mobisite: www.vcupgrade.mobi.
- Media - Campaign: Mobile Interactive Content Profiling.
What's important about our entry is that we've entered dynamic mobisites like the Vodacom Upgrade site, which pulls information from a number of Vodacom systems to be able to deliver handset and price plan information to Vodacom subscribers.
“We've also entered our MMS Cards mobisite, which highlights what we're capable of on the creative front; and we've entered our mobile platform which hosts the mobisites and profiles visitors to the site, facilitating more targeted campaigns,” he says.
South Africa is becoming a leader in mobisite development because it is the biggest channel to market. While there are six million Internet users in the country and under 30 million TV and 30 million radio subscribers, there are over 35 million mobile subscribers in the country.
“The focus on mobisites by the likes of Vodacom, as well as retailers like Makro and large brands like Sasko Flour, shows that big brands locally are realising the potential mobile marketing brings. We look forward to seeing how these sites and their associated campaigns compare against international competition,” he says.
The MMA will hold its 2008 awards dinner and ceremony on November 13, 2008 in San Diego, USA.
About us:
Multimedia Solutions is a mobile marketing company, providing a host of marketing, advertising, informational and educational solutions to our clients using mobile technology.
Not to be confused with a Wireless Application Service Provider (Wasp) or an advertising agency, Multimedia Solutions is a Value Added Service Provider. Launched in 2005, Multimedia Solutions has developed a number of mobile marketing solutions including a mobile marketing platform. The company has created mobile marketing solutions in the automotive, financial, cellular, FMCG and eventing industries.
Morkels and RBA use mobile tech in house promotion
Morkels and RBA New Homes are using mobile technology to create awareness about a joint promotion where the two companies will be giving away a fully furnished home.
Peter De Barker, Morkels Merchandise and Marketing Executive, says RBA will be providing the home worth R300 000 and Morkels will provide furniture worth R30 000 for the home. Morkels will also be giving away R240 000 in vouchers over the duration of the promotion, which runs until March 2009, whereupon a winner will be announced.
“We'll be using SMS, MMS and our mobisite to drive awareness about the promotion and give people news on the four winners of R10 000 vouchers each month,” he says.
Given Morkels has a national footprint with clientele falling mainly into the LSM 5-8 category, De Barker says it made sense to use mobile technology to create awareness about the campaign.
“Most of economically active South Africans fall into our target market and cellphones provide the broadest communications channel with which to communicate with. Using mobile technology therefore made sense to promote the campaign,” he says.
The rationale behind giving away a house was that this is one of the most important priorities for people in this market segment, which bodes well for business in the run up to 2010. Morkels' customers who make a purchase can enter the competition.
Eddie Groenewald, Multimedia Solutions CEO, says Morkels has used its mobisite to great effect so far. “In its Heritage day promotions, MMS and SMS were sent out to 60 000 people. This resulted in 20 000 people visiting their mobisite,” he says.
De Barker says Morkels registered a 30 percent increase in sales from the previous heritage day's sales showing a measureable impact of using mobile technology on the bottom line.
A promotion on Vodacom's AdMe mobisite created 159 093 page impressions with an eight percent click through, or 12 976 hits to the site while Morkels mobisite received 527183 impressions on the mmscards.mobi site.
“We're really impressed with the viral power of mobile and will be looking to capitalise on an active base of mobile web users in the country to grow the mobisite further,” he says.
Groenwald says mobile technology is therefore proving that it's an enabler within Morkels' business. “The important thing about the mobisite is that it facilitates two-way communication. Morkels customers can browse through Morkels' mobile brochure before they go into a store and, once they have purchased a product, they are able to insert their account number or slip number on the mobisite to enter the competition,” he says.
De Barker says using mobile technology not only increases its bottom line but facilitates reaching out to a new generation of customers in the 18 to 26 age group, helping to broaden Morkels reach into the market.
MMS and SilverstoneCIS confirm mobile marketing alliance
Multimedia Solutions and SilverstoneCIS have partnered together to form a strategic alliance to deliver an integrated mobile marketing offering to the market. Their unique value proposition includes the strategy, services and technology required to assist advertising agencies and brands in utilising the mobile channel to effectively reach consumers.
Eddie Groenewald, Multimedia Solutions CEO, says one of the initiatives the two companies partnered together on is Vodacom's AdMe service. “Multimedia Solutions provided the technology around the AdMe mobisite and messaging services, while SilverstoneCIS provided the strategy, marketing and TeamWrx management platform, with the two companies working together to ensure AdMe has a classy and well thought out look and feel,” he says.
Raymond Buckle, founder and CEO of SilverstoneCIS, says the partnership has already won recognition, along with Vodacom, scooping the Inkosi Grand Prix Award and two Gold Assegais at the recent Direct Marketing Association (DMA) Assegai awards.
“Apart from the Inkosi Award, the two Gold Assegais were awarded for AdMe's Mobile Advertising Campaign to acquire members and for the AdMe Platform in the Technology & Innovation category - proving the power of mobile as a direct marketing medium” he says.
A new playing field:
Buckle says that while the advertising industry evolved through traditional media, into online and to some degree into mobile advertising, the two companies have found that mobile marketing and advertising is vastly different in terms of the approach required, expertise and the technology that is needed to run successful integrated campaigns.
“SilverstoneCIS evolved from implementing strategy, design and development within the online space into the mobile space, creating the practice and TeamWrx platform to assist companies in implementing, managing and reporting on integrated mobile campaigns,” he says.
Groenewald says Multimedia Solutions evolved as a technology company beginning with MMS and moving into a full suite of mobile products, offering design and strategic consulting to traditional agencies and corporates and brands.
“The alliance therefore positions the two companies to offer an integrated solution on a new playing field within the marketing and advertising sphere, servicing both advertising agencies and brands alike, and allowing them to amplify traditional and online media spend,” he says.
Buckle says what has made AdMe so successful is Vodacom's vision, the intimate understanding of the brand's business objectives, a free hand to experiment within the medium and a dynamic team capable of implementing that vision.
“As founding members of the Local Council of the Mobile Marketing Association (MMA), our goal is to grow the mobile marketing industry, leveraging our skills and technology to cement South Africa's position as a world leader in mobile marketing,” he says.
About us:
Multimedia Solutions is a mobile marketing company, providing a host of marketing, advertising, informational and educational solutions to our clients using mobile technology.
Not to be confused with a Wireless Application Service Provider (Wasp) or an advertising agency, Multimedia Solutions is a Value Added Service Provider. Launched in 2005, Multimedia Solutions has developed a number of mobile marketing solutions including a mobile marketing platform. The company has created mobile marketing solutions in the automotive, financial, cellular, FMCG and eventing industries.
About SilverstoneCIS
Established in 1996, SilverstoneCIS is an award-winning creative interactive solutions company with international credentials. We specialise in delivering multi-channel go-to-market and brand interaction strategies leveraging online, mobile and digital media technologies as part of the marketing mix. Our unique blend of inspired end-to-end strategy, creative design, development and new media services, supported by the entire spectrum of information and communication technologies and media options ensure we meet objectives and exceed expectations as an extension of your brand's marketing team. Visit www.SilverstoneCIS.com or our press office on Bizcommunity.com for more info.
