B2B acquisition campaign
start-up, scale-up or grown-up?
Vodafone are very much grown-up though you'd think? But they're only a teenager! As they sayWe've come a long way since making the first ever mobile call on 1 January 1985. Still growing through adolescence, their small medium business unit were looking for opportunities to grow their customer base by engaging with existing and potential customers.
how did we help them grow?
Simple. We utilised an online referral marketing tool which optimized the customer's relationship with Vodafone to recommend other potential customers. Customers were reached through set trigger points such as online display ads, Vodafone e-newsletters and SMS messages, which linked through to a landing page allowing them to easily refer friends as potential Vodafone business customers. For each successful referral, both parties received a gift card as a reward.
and the technology driven marketing bit?
This is the clever stuff. For customers and potential customers the scheme had to appear simple and easy to use, with the minimum amount of work required to take part in the scheme. This was achieved through a series of simple landing pages and communication emails at key points during the journey.
The hard part was tracking each user's journey through click and spotlight tags so we could not only see who qualified as a success referral and received a reward, but also to closely track and analyse the journeys to determine factors such as any drop out points. This was achieved via an online back end system.