WhatsApp is undoubtedly one of the most downloaded applications by users and one of the most popular platforms in the world.
Recently, via a WhatsApp blog post, it was stated that the service is used by 1 billion (active) users every month . This has started a new trend of using this instant messaging service as a possible marketing channel.
How does it work?
WhatsApp is useful for businesses to connect with customers and potential customers.
The WhatsApp business number must be added to the address book by users, perhaps in exchange for a benefit (for example, a discount, an exclusive invitation, a free product). The next step is to send information, news and offers via Broadcast.
These campaigns, practically at zero cost, create one-to-one conversations with users. They also allow you to create targeted user groups, building customer loyalty and making them feel part of an elite to whom the brand pays special attention.
Be careful not to fall into spam by using the application only to send commercial messages!
Do big companies run WhatsApp marketing campaigns?
It was actually the big companies that were the first to launch marketing campaigns, such as Aboslut Vodka.
To launch a limited version of the famous bottle, Absolut Argentina thought it would be a good idea to create a WhatsApp marketing campaign. Users, to participate in the exclusive launch party of the new Absolut Unique, had the opportunity to send messages to try to convince the bouncer Sven to put them on the list for the exclusive party.
The campaign, which lasted only three days, was a great success : Absolut received more than a thousand contents generated by approximately 600 contacts.
WhatsApp Marketing for Small and Medium Businesses. Does it Work?
Hangler Marketing Advisor, in collaboration with expert Gabriele Noris , has activated a WhatsApp marketing campaign for the pizza delivery chain Sbafo .
Here's how the operation was structured:
Creation of a special event, in collaboration with Aegee Bergamo: this is how the "International Giro Pizza" party was born, in which it was possible to taste pizzas inspired by different nations at a promotional price
Engagement : to participate it was necessary to convince the pizza chef Luigi via a Whatapp message
Feedback: a direct interaction between the brand and customers was thus created
Fun Feeling: The messages sent contained fun and creative content
The campaign was promoted via the chain's Facebook page, a post on the Sbafo website blog, and a newsletter.
Results
The opportunity to taste international pizzas and take a curious gastronomic journey among the specialties, but above all the taste of the challenge (in addition to the very good pizza ;-)) have contributed to collecting dozens of contacts and reaching the participation of about 120 people.
It should be noted that the event was scheduled for a weekday, one of the busiest days for a restaurant, and that the brand was not Absolut Vodka.
Conclusions
WhatsApp, with a little imagination, can be, even for small-medium businesses, a valid marketing tool for more than 1 billion potential users! ;-)
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