Introduction

The competitive world of marketing and focusing on growing existing customers, has leaded companies to a new approach based on strategic management which is Loyalty Marketing. Every company is interested for a better corporate image. To reach this purpose they try to increase the service quality as well as customer trust and care. Gathering all these components of the system reveals the so called, Customer Loyalty.

Actually, the customer loyalty and maintaining satisfaction is not a new concept. Most corporate leaders say “it costs more to find a new customer than to keep and grow an existing one”. Even though are made heavy investments in customer satisfaction and CRM infrastructure, there is still a lot of work to do. Not only the corporate but also their partners are working hard and maintaining their research in this context offering their innovative and creative solutions.
Leading in mobile marketing for several years, Pozitim Technology has served and maintained successfully its products not only to well-known local corporate but also to the international leading of Mobile World.
To concretize in more details Pozitim Technology’s solutions for Customer Loyalty we will serve here a summary of some applications that we are offering our customers.

Mobylonia Mobile Marketing (at Eagle Mobile)

Eagle Mobile is the youngest and the most rapidly growing GSM Operator in Albania. Pozitim is providing to Eagle Mobile the whole VAS Ecosystem via Mobylonia Product Family.
The experience of Pozitim in Value Added Services solutions helped the new operator to penetrate successfully to the mobile market. Consequently, it did not only grow with new customers but also granted and won customers’ trust and belief. But which was the key of success?
Of course, Customer Loyalty!
The main concept of Mobylonia Mobile Marketing is to place the customer on the center of the system. Doing that, you care and keep the track of customers in order to satisfy them with your services. Loyalty in Mobile Marketing is provided via facilities which are Free Campaign and Rewards.

Free Campaign

One of the most important features on the Mobile Marketing is Free Campaign. It offers the administrators or marketing responsible people to provide the customers free campaign of Value Added Services.
Every campaign represented as a transaction is unique, running independently from the others.

This makes possible for each event to be managed easily via an understandable interface. To open and publish a campaign is enough to specify the followings;

• The service, on which is going to be applied the campaign
• The sender of message
• The start and end dates of campaign period
• The list of MSISDN on which will be applied the campaign

Besides these properties, there are also other details to be filled that makes the creation of campaign more diverse.

Rewards

Survey feature on the Mobile Marketing makes possible to create surveys that can be questionnaires, quizzes, polls and voting. After the application of surveys, in case of having a (some) winner they are rewarded. This is possible via Rewards feature, which is also a cell of the big picture of Loyalty System.
But what is a reward and how does it work?
This is very simple. That is how we reward the winners, as they deserve something more. For example, you have just launched a new VAS service and want to present it to them serving it for free for a particular period of time. For that you apply a survey to the customers (which may be important for you), and at the end you reward them by giving free usage of some service.

DOL – Mobile Campaign and Loyalty Services (2006-2007)

Free Milliyet info packets just by buying a Vodafone scratch card of 250 minutes

This was a free campaign prepared specially for Vodafone subscribers. Just by loading 250 or more minutes, you win a free 3-month info packet consisting of Milliyet News, Financial News, Sports, and Magazine.
The subscribers could chose to make use of the same packet or change the packet within the remained time of the packet.
Created with the purpose of motivating and encouraging not only Vodafone subscribers for more usage but also the subscription to Milliyet info packets, the loyalty campaign was too successful. Owing to this campaign, we could reach to 500.000 packet subscription within a short time of just 6 months. According to the statistics, after the campaign period had finished, 30% of subscribers continued their subscription. This resulted to 150.000 permanent users.
In order to keep the old subscribers, at another loyalty campaign they were provided free subscription to other packets and also free content.

Campaign and Loyalty Services in TV, Newspaper and Magazine brands

We have participated in implementing campaigns and loyalty services in various newspaper and magazines brands. Among them are, Egmont Magazine Group a partner Doğan Media Group with magazines as Barbie, Dream, Chica etc… Other campaigns were also implemented on Dream TV, Milliyet Fanatik and national newspaper like Posta.

Barbie Magazine Campaigns

• The possibility of attending to published surveys and contests in the magazine via SMS using “Bilbul” Service. Subscribers to more surveys and winners of contests won Barbie doll and its accessories.
• Awards like free magazines, accessories, magazine SMS package and multimedia contents to the subscribers who have attended to surveys and contests within a specific period. www.aepona.com.

Chica Magazine Campaigns

• Contests via SMS related with publication in the magazine such as writings about cinema, producers, actors and history. The winners of the contests and campaigns were given free mascot, posters and gala invitations.
• Various physical accessories/gifts, minutes and digital contents given for subscribers with more attendance to the contests (winner or not).

Dream Magazine Campaigns

• Contests via SMS for customers related with publication in the magazine such as writings about movie trials, music albums, producers, monument categories and history. The winners of the contests and campaigns were given new album CD’s, songs (digital version), concert and cinema ticket, attendance to meet artists and take part in sign days.
• Physical copies album CD’s, new movies, minutes and digital contents given for subscribers with more attendance to the contests (winner or not).

Dream TV Campaigns

• Surveys and contests organized in the context of programs on television. The winners of the contests won Efes Pilsen On Love Festival tickets, live concert tickets and event invitations.
• For the followers and attendants of campaigns were rewarded digital contents and impulse scratch cards.

Fanatik Newspaper Campaigns

• Sending the right answers of the crosswords, puzzles and contests published on the newspaper, the attendants won T-shirts and minutes.
• For the most active attendants in the year were rewarded sport contents and minutes.

Milliyet Newspaper Campaigns

• During the whole year, in the periods of Summer Campaign, Çanakkale Campaign, Republic Day, 23 April, Ramadan Eid, Valentine’s Day, Mothers day, Fathers Day there were organized various polls, contests and contents packages inserted to the newspaper.
• Using the coupon verification service, for those who sent their coupons via SMS, won a gift catalogue. The information of vendors and value of coupons were sent.
• The coupons program during the year rewarded the attendants to the campaigns giving them digital contents and minutes.

Fanzehir Mobile Content and Entertainment Portal Campaigns

• Subscribers to the services were given discount priced contents and services. It was provided to collect to points from downloaded contents and usage of services.
• For more active and longer subscribers of the year were given free contents and extra period time of service according to their attendance.

Cetech/Adtech campaign s and loyalty services

Vodafone, special campaign for loads of 250 minutes and over!

This was a free campaign prepared specially for Vodafone subscribers. Just by loading 250 or more minutes, you win a free 3-month info, Football or News packet from Vodafone STK Services Platform.

The campaign was communicated to the subscribers by Vodafone via media channels of advertisement to the target market (250 minutes and over loaders) using bulk SMS.

At the end of the free period of subscription, subscribers were sent a notification regarding passing to the normal charging. They could continue getting their services as well as pass to some other service.

Other loyalty campaigns within Vodafone STK

During the year 2009, for the subscribers of Vodafone were arranged special loyalty campaigns that used to make possible not only info service packet (News, Sport, Football, Weather, Astrology, Video News) but also free download of contents.

Vodafone sent messages via its internal channels to the target users in order to notify for the services. The campaign had a very positive response from the users with a large number of requests for download and subscription to the services. At the end of the free period of subscription, a considered number of subscribers continued getting their contents being charged.

Now, on the go of 2010, Vodafone is still arranging similar loyalty campaigns and is still being successful.

Loyalty Services on Cetech/Adtech brands

Cetech/Adtech group implemented a lot of campaigns and loyalty services on their Value Added Services such as Ringofon, Cebinde and Garantiarkadas.

• Free subscription campaigns were arranged,
• Survey, Question&Answer, Quiz, Vote and contests were arranged,
• Campaigns arranged for mobile contents, entertainment and community services,
  • For the subscribers on at least one service were given discounted contents and extension of subscription period. For each content download and service usage the subscribers collected points.
  • For the subscribers with the longest subscription period were given free content and service period extension as much as they had downloaded contents and used the service. As well as they were given virtual rewards such as SMS and minutes.
  • Besides virtual rewards for the attendants of campaigns, there were also big physical rewards to them such as phone, electronic devices, car etc… via a lottery drawing. After the drawing, the winners were given the rewards and all the other users were notified via message on the internet and advertisements.