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Mobilize Systems ran mobile based customer surveys, with a cash reward on completion, following an intensive 10 week mobile marketing campaign conducted for a Brand Owner around a UK University. The survey was run to understand consumer perceptions about the Brand Owner’s product range and the offers. More broadly the survey asked how consumers view the whole concept of receiving offers to their mobile, then redeeming via their mobile device. In this campaign, over 4000 Students were sent a series of offers on a student relevant brand range to build brand awareness and distribution in retail outlets. In running the survey and providing a cash reward for completing it, it was important to reinforce the continued use of the mobile medium, rather than lose clarity through the use of other communication channels. The survey was aimed at a segment that had previously redeemed money-off coupons sent to mobiles. These consumers were readily identified using the detailed redemption data collected The Mobilize Engagement Platform - easily achieved as it is a closed-loop model. Conducted entirely via SMS, the survey was run at the conclusion of the 10 week mobile marketing campaign, using a partner company OnePoint Rewards and delivered a cash reward to those completing the survey. Questions around the offers concerned: Favourite / Least Favourite / Most preferred future offers - together with a qualitative question on why a consumer might have stopped redeeming at any stage.
Questions around the medium focused on: What Consumers felt about getting offers to their mobile, redeeming offers via their mobile, and their desire to participate in future surveys. All respondents were sent a £1.50 reward that they could collect at any PayPoint-enabled retailer via their mobile. The survey achieved instant responses the moment it was sent out via mobile, and results could be read in real time as they came in from respondents using an online dashboard report.
There were 8 Questions in total and ALL respondents completed each survey to the end with no drop-off. Around 50% of respondents then went on to collect their reward in the PayPoint-enabled retail estate. On the offer questions: detailed results were obtained on offer attraction, and the qualitative results on why an individual had stopped redeeming were all actionable and, since linked to individual mobile numbers, allowed for further one-to-one follow up. On their experience with the redemption process and their attitude to mobile offers: - 84% of respondents liked having offers sent to their mobile
- 76% found the offer redemption process via PayPoint terminals easy
- 100% wanted to participate in future reward surveys
The results were very encouraging as they not only showed that consumers are comfortable with using their phones to receive and redeem coupons, but also the very detailed level of information Brand Owners can obtain directly from consumers in a cost effective and immediate way. It showed consumers like responding to mobile surveys, and delivered an exceptional level of insight from the campaign is. Participants liked receiving cash at Point of Sale on completing a mobile survey. Full survey results are seen below: The survey shows the effectiveness of mobile as a survey medium and additionally demonstrates a completely closed-loop cycle allowing for offer communication, redemption, survey and reward, and continued enrolment - a powerful capability for both Retailer and Brand Owner alike. Although on this occasion conducted post-campaign, the mechanism can clearly be used mid-campaign for course adjustment and refinement to maximize the effectiveness of any campaign, and also increase the consumer engagement. From a Brand Owner point of view the capability allows for an entirely new business model where, for example, product trial can be generated by a call to action in media, measured by the number of consumers texting in to receive the offer, and then allowing full measurability of retail redemption of the trial, and direct consumer survey of their perception of the product, and reward for participation. Given the importance of successful product launches, this mechanism provides a powerful new capability to maximize product launch success. The ability to enroll users into a continuing survey panel also provides Retailers and Brand Owners with a highly responsive group to provide feedback on a going basis
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