Question

Topic: Strategy

Creating A Buzz About A New Home Delivery Service

Posted by Anonymous on 3/24/2005 at 11:12 AM ET 250 Points
Let me set the scenario-
My client is a newly launched home delivery service in a West african country and this service is a first of its kind in the country.
The service is designed to deliver customers shopping requests directly to their home. the shopping requests are chosen from a catalogue produced by the firm and the goods/products in the catalogue are provided by 25 stores (a sort of alliance). Basically the firm wants to provide a convenience for customers.
Bearing in mind that the country is not as developed in consumer banking i.e no credit cards etc, it is still a very young company so its budget isnt that great. Apart from radio, it cant afford a full blown TV advertising campaign.
Based on the above, I feel that creating a buzz about the new service is what is needed. THE FIRM NEEDS TO GET PEOPLE TALKING ABOUT ITS SERVICE ( Word of mouth, referrals, viral, etc) . I would very much appreciate tips and ways of creating this buzz for the service provided. Essentially, customer acquisition is what i am trying to generate for the firm at this moment, as its a subscription based service and it needs to bulk up its customers who want to subscribe to the service.
If you need more information, please feel free to ask.

deji8
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RESPONSES

  • Posted by SRyan ;] on 3/24/2005 at 7:24 PM Accepted
    I agree with JD. Get as much PR as you can.

    And make your delivery vehicles as visible as possible! Even when they're not busy. Drive them through the residential and commercial areas that your target customers are in.
  • Posted by Chris Blackman on 3/25/2005 at 7:52 PM Accepted
    Add some kind of valuable freebie in with each order to get viral WOM advertising and referral.

    What sort of item can you give that will cost you very little but will be construed as valuable by your customers?

    I suppose people can always use a pen, keyring or suchlike, and those can easily be branded with your logo and phone number. Is there something a bit more exciting you could give that can carry your marketing message and contact details, and might really get them talking?

    Some of the wall ideas might include:

    Matches
    Packet of toothpicks
    Chewing gum
    Condoms (don't get them mixed up with the chewing gum though)
    Mints
    Fridge magnets
    Hotline number to a problem-solving service

    Hope this helps...


    ChrisB
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