INTRODUCTION
A comparative study and detailed analysis of a campaign run
by tiGO. A campaign
is a series or sequence of adverts and
promotion effort that are carefully planned, coordinated and executed over a
long period of time. That is not less than six months. The campaign run by tiGO
necessarily went through the seven essentials of a campaign. This is because
the importance of every good campaign has been highlighted in the seven
essentials of campaign.
Therefore the
campaign process of tiGO run as follows;
tiGO over the years has been challenged about how to be the number one
telecommunication network. This is because the telecommunication industry is
very competitive that all other telecommunication network also wants to stay on
top. The challenge however is based on customer acquisition and customer
sustainment. In order for tiGO to still stay ahead of the others, they decided
to take more pragmatic measures through running of campaign to their target in
order to stay ahead of others. tiGO therefore used product base and image hit building
technique in dealing with the problem.
·
PRODUCT
BASE: this is where their intention is skewed on making profit from their
product and also to get people to be interested in their product. Under product
base tiGO used the tiGO cash advert in getting people interested in their
product.
·
IMAGE
BUILDING: This is purposely to create good impression about the organization.
Eg. tiGO used honey "coochi coochi" in building up their image.
t TIGO USED HONEY "COOCHI COOCHI" IN BUILDING UP THEIR IMAGE
PLANNING AND
INTELLIGENCE
tiGO relished the participation
of the other telecommunication networks
to create awareness and promote patronage, that is promotional and other marketing
activities. eg.MTN car promotion,
MTN hit maker and others run by other
telecommunication network. This thoughtfully made tiGO to also engage in an
advert titled honey "coochi coochi".
CAMPAIGN GOALS AND
OBJECTIVES
In every campaign is
the need to set the campaign and objectives. This serves as a guideline for the
campaign to be successful. Hence tiGO campaign objectives include:
· * To create
high top of mind awareness.
*To give
the lowest tariff ever to their customers.
*The need
to stay ahead of the other telecommunication network. That is to be the number
telecommunication network.
· *
To
sustain customers.
· * Finally, to attract more customers.
TARGET AUDIENCE.
The campaign was
targeted to the young tiGO subscribers who wanted to do long calls at cheaper rate.
MEDIA STRATEGIES
This involves the process through which a campaign can reach its
targeted audience. There are several media outlet through which a campaign can
be done however, tiGO used above the
line and below the line media outlet.
Above the line are the forms of media which normally pay commission to
advertise. Under this, tiGO used radio, television, and billboards in reaching
their targeted audience. Below the line also refers to the other media outlet
which paid no commission to advertise but however incurred costs on lost percentages.
Examples used by tiGO includes: posters, fliers, floats, and sales activation.
CREATIVE STRATEGIES
This is a more practical and feasible way of dealing with the
communication problem. In creative strategy, tiGO campaigned about honey "coochi coochi" advert for more than six months. This made it registered in the minds of
their customers and therefore making it more effective in the achievement of
their aim. They also improved on it based on the various feedbacks received to
make it more comprehensive. The purpose was to create high top of mind
awareness and to promote the image of the company on the basis of providing
customer satisfaction irrespective of wherever one may be.
There was also the introduction of the lowest tariff ever which saw
them charging 3 pesewas per minute for tiGO to tiGO calls. Compared to the
other networks this was a very low tariff and in actuality was the lowest in
the country. It therefore made it possible for people from other networks to port
their lines over to tiGO or still used their networks with tiGO as an
additional service provider.
tiGO provides widely accessible and readily available cellular
telephony services to more than 30 million customers in 13 emerging markets in
the countries they operate in. The success of tiGO , however, is based on the
triple A model- Affordability, Accessibility,
and Availability. tiGO also uses the
AIDA model as a communication tool or process through which they communicate
frequently and effectively with their customers.
COORDINATION
tiGO used celebrities in the running of the campaign and also made it a
point to make their SIM cards more readily available to the general public.
MEASUREMENT AND EVALUATION
The campaign delivered outstanding results for the company. Their
initial level of awareness that normally hovered between 20 to 40% rose to an
unbelievable 80%. They also recorded the
highest number of customers after the campaign. The abrupt positive returns
from the campaign has kept tiGO still running the campaign to further
experience the gains accruing to the
company.
TOTAL MEDIA EXPENDITURE
This was withheld on the basis of the cutthroat nature of the industry
and their unwillingness to tip off competitors.
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