Virtual vouchers and real time, geo-targeted marketing are often just buzzwords in our industry but thanks to TLC Unlimited’s technology push, client Pernod Ricard has just launched a pioneering, digital coupon campaign that makes use of these technologies to form an instant and measurable connection with potential customers.
The flagship campaign for Pernod Ricard’s premium dark Red Heart rum centres on the use of TLC’s new geo-targeted, mobile database of 20-million opt-in consumers.
The campaign will see the generation of virtual vouchers from registered users’ Facebook pages to their phones. At the same time, geo-targeted SMSs will be sent to consumers, all of whom have been selected from the 20-million dataset, based on their demographic profile among other criteria and have expressed interest in that product. Digital coupon holders will then be pushed to Checkers liquor outlets to use their virtual vouchers. This will be linked to careful tracking of the redemption rate, to measure the overall success of the campaign.
At present Checkers is the only retailer that is integrated at point of sale for the virtual voucher system, with Pick n’ Pay, Dischem and Clicks in final stages of coming online.
“This is a significant trial for us, as it’s the start of a broader strategy focused on retail outlets and the integration of mobile into point of sale at a nationwide network Shoprite Group stores.
Tucker says the launch of this first geo targeted campaign for Red Heart stems from TLC’s appreciation of the benefits of allowing clients to leverage off the current wave of social media.
“It made sense for us to move into the social space, because of the number of spam SMSs going out and the prospect of even tighter legislation governing mobile marketing campaigns on the horizon. “All the consumers on our database have already expressed an interest receiving marketing information on a specific profile of brands – in this case Red Heart – so all our messaging is completely legal and most importantly, there is no intrusion or irritation felt by the target market.”
Additional benefits are the fact that it’s highly cost effective and represents a fully fledged, through the line solution.