Innovative Mobile Marketing
Everyone has a cell phone in Liberia, but there has been little in the way of differentiation among providers. We use Cellcom, which is the slightly more expensive provider that most Liberians would say has more exciting marketing. I think I remember seeing somewhere that Cellcom has about 41% market-share versus LoneStar’s 48%. Most of both companies customers are very much at the bottom of the pyramid, often living on less than a dollar a day and maintaining little loyalty to their cellular providers. If people have money to buy minutes (called “scratch cards” here), they do but it may be weeks or months before they top off their minutes.
Mobile Innovation Is Key To Success
Over the last 18 months we’ve had the privilege to work closely with Newad and have been previewed to their innovative approach to advertising; through mobile, experiential and traditional channels. Very happy to see their efforts acknowledged in today’s Financial Post article: growing through Mobile Innovation.
NFC and QR codes allow them to bring online-like click-through metrics to the out-of-home environment: “People actually interacted with our advertising properties rather than just reading an ad that was put up. It’s also easy to track that interaction for follow-up and gauge how much attention you’re really getting,” Jerrid Grimm, vice-president, client service at Newad.