Direct Marketing – Best Practices Workshop

21 February 2008

Rick Joubert (edited version for distribution)

www.on-the-line.co.za

The Landscape

• Over 90% mobile penetration

• 99% of handsets are SMS ready

• 60% of handsets are capable of accessing data services

• RSA is highly penetrated for Mobile Internet & Mobile Content consumption by global standards (+ 25%)

• Contrary to popular belief +-65% of the so-called “youth” market use cellphones mainly only for calls, messaging and alarm clock function

- As advanced handset capabilities become standard cellphones are increasingly used for rich media services

- For now, the mass market can be reached via simple voice, text & USSD and high LSM population via Mobile Internet & Social Media services

Direct Marketing

• Where is the friction in the system?

• I have customers & contact data, do I have permission?• I have a customer acquisition objective how do I acquire contact

data?- Purchase data from list broker // relevance? Real opt-in?- Acquire contact data for direct action via data acquisition campaign- What’s cost per lead/record and what’s most efficient medium for data acquisition?

• What is most efficient channel for direct marketing campaign?

Creating a powerful new medium

• Early work late 2006, Commercial Pilots June 2007, Official launch October 2007

• 12 heads and growing• Sales / Operations / Inventory Development• Over 30 unique brand campaigns (non-content)• Launch-to-date 75% conversion from experimental to secondary

campaign• Over 230 campaigns• Some inventory categories sold out 2 months forward• Monthly revenues about to over-take on-deck content revenues

► create R1.5BN Mobile Media Market by 2011 (4% of Adspend)

Media Assets / Inventory

- Vodafone live!- Vodacom4me WAP- The Grid (LBS Social network)- AdMe (Permission based “push”)- Please Call Me- www.vodacom4me.co.za (web media)- Integrated Response Solutions

Acquiring contact data

• Mobile Pure Play(Using Mobile for both the CTA and the response)- Mobile Internet (pull)- P2P / Server generated text- Push MMS/SMS

• Mobile Back Channel (Using traditional media for CTA and Mobile for the response)- Call back to Call Centre- SMS response (short code)- USSD response

Mobile Pure Play

Mobile Pure Play

Please Call Me 0821223334. WIN in CASH your XXXXX Bank Personal Loan. SMS your name to xxxxx to apply. SMSes at R1.50 T&C apply.

Please Call Me 0821223334. SMS OMO to xxxxx

not for distribution

Please Call Me 0826401484Get R5000 FREE funeral cover from Metropolitan. See if you qualify SMS Yes to 31216 (50c/SMS)

A sample of recent campaign results

• Generate 60K leads per month for life insurance product (Metropolitan Life)

• 84K downloads of Nike branded content//14K survey responses

• Increased calls in to National Aids (HIV) Helpline by 150% per day and initially crashed their 100 seat call centre

• Generate 35K leads per month for Personal Loan product line for large bank

• Unilever (OMO) detergent campaign: not for distribution

Please Call Me 0826401484Get R5000 FREE funeral cover from Metropolitan. See if you qualify SMS Yes to 31216 (50c/SMS)

Mobile as direct marketing channel

Snail mail / E-mail substitution?

Reaching a previously unreachable mass market?

There’s a new advertising channel in town…There’s a new advertising channel in town…

1st Quarter 2008Introduction to AdMe

There are now There are now more mobile more mobile phones in thephones in theworld than all world than all televisions and televisions and PCs combined.PCs combined.

The Consumer...• I gave AdMe Permission

to...– Send me your

advertising messages– Profile my personality,

preferences, habits, and spending capabilities

– Incentivize me with Free Competitions, Discount Vouchers, Special Offers and Free Give-Aways...

“AdMe doesn’t spam me!”

• We are the connected mobile generation and we want your brand to engage us on our mobile phones!

AdMe is a Direct Marketers Dream Come True...

The Direct Marketer...• AdMe enables me to...

– Select a target audience that matches my target market profile with pinpoint accuracy, which generates more interest, actions, sales and profit!

– Maximize my advertising budget and waste less on untargeted broadcasting...

– Guarantee that my marketing communications are seen and heard by the audience I specify...

– Integrate mobile and direct response mechanisms into my ATL and BTL advertising campaigns, instantly measurable for performance reporting!

– Close the deal and follow through with personalised communication.

• I am a new generation marketing practitioner, interested in and rewarded for results!

I see the future!

• My phone is a personal mass media device – access to the world!• I always carry my phone on me• My phone is always-on, it doesn’t do load-shedding ...• If I get a message I like, I can act on it immediately• I can pay you through my phone• It’s my phone, you know who you’re dealing with!

• My phone is a personal mass media device – access to the world!• I always carry my phone on me• My phone is always-on, it doesn’t do load-shedding ...• If I get a message I like, I can act on it immediately• I can pay you through my phone• It’s my phone, you know who you’re dealing with!

www.adme.co.za

www.myadme.mobi

• Key Features:– Tested and

Compatible with 95% of WAP enabled Phones

– MSISDN Detection on capable phones

– Layout dynamically resized to small, medium and large displays

– Content Personalised to user

– Bookmarking capability

– Design and flow styled for optimal phone based browsing

Who are they – you choose

Advertiser: Engagement Model

• AdMe offers Advertisers the opportunity to target permission based advertising on a highly profiled national, (network agnostic) mobile base of consumers in a rich, interactive and extremely measurable medium.

• Campaigns and Advertisements are tracked from exposure (impressions, click thru’s, message sends, message retrieval) through to Call to Action including Mobi Site use and fulfilment of offers.

• AdMe is actively advocating against SPAM advertising in South Africa. Through its transparent and intelligent platform that rewards consumers for providing their permission to receive communications from advertisers, AdMe strives to offer advertisers a high quality / high yield respectable mobile advertising channel.

AdMe Platform Features

For once, you can get in on the ground floor, with a revolutionary new advertising medium!

•Integrated Mobile Marketing Platform•Multi-Channel Brand Activation•Audience Segmentation•Targeted MMS / SMS Delivery / Voucher-Barcode•ACE: Turnkey Mobile Competition Platform •Call to Action and Redemption Mechanics •Mobile Marketing Strategy Consulting and Campaign Execution

The pioneering AdMe team can support you through...

Thank You