3 Lessons for Programmatic in the Caribbean : Campaign case-study for Berger Paints
As Advertising Sales Manager for Digicel in Kingston, Jamaica, I recently worked on a campaign for Berger Paints Caribbean. Berger Paints is the largest Paint Manufacturing Company in the English speaking Caribbean, with manufacturing centres in Barbados, Jamaica and Trinidad. The most notable contribution to Berger’s success is the Company’s on-going commitment to the development and manufacture of their paint products.
Customer Challenge
Berger Paints Jamaica wanted to run a campaign that invites customers to take advantage of the Christmas Promotion from November to December; 20% off their favourite Berger Paints. Given the fixed budget, the customer was focused on using a simple SMS campaign to be able to target an audience that was relevant to the brand.
However the challenge was that they wanted to provide an SMS Short Code and Keyword to all consumers via SMS and receive an SMS reply with unique code to provide retailers with to redeem in store discount. For each new consumer, they wanted to generate a unique code that could track that consumer, as well as be able to track which Retailer the discount rebate needed to be paid to.
Our Solution
We proposed the Business Dime package on our managed platform which, in addition to providing the features above, included a Landing and Registration Page with the following functions:
· A registration form to receive the discount voucher
· A Dealer Store Finder
· Details on the Promotion Terms and Conditions
· A Berger Christmas Promotions Catalogue
Lessons Learnt
1. Don’t be afraid add value by proposing a solution that provides more than the customer has requested. It may just be THE right solution. When the customer understands the exponential benefits, this changes the dynamic of the available spend and allows room for a positive negotiation.
2. Find out what the actual value of the service is to the customer. In this case the actual value to Berger was the ability to provide a unique coupon code to each customer. Once I was able to associate this value to the additional features provided by the portal, as well as the additional spend, the customer was able to justify increasing the budget.
3. The duration of this campaign is for two (2) months, however my main objective was for Berger to recognise the value of having an “Always On” portal to be able to build an mobile community and engage customers that are relevant to their brand. We are now using the SMS platform to direct as many customers as possible to the portal to ensure that this campaign is successful.
It will be exciting to see how the customer uses this portal going forwards, activating and engaging with an established and targeted community, to drive sales and gain marketshare in the Caribbean.
Link to campaign portal: http://lnq.in/DCMberger
The Results
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