Page 164 - DCAP307_PLANNING_AND_MANAGING_IT_INFRASTRUCTURE

Planning and Managing IT Infrastructure

Notes Self Assessment

State whether the following statements are true or false:
11. Mobile search cannot tie in with location based marketing to drive footfall to stores.
12. Mobile advertising allows advertisers to target people on the move, and capture them
when they’re most receptive.
13. Within the affiliate channel location based targeting is used by a number of affiliate apps
such as who promote offers to be redeemed in store.

14. With more advanced QR readers becoming available as downloadable apps, the opportunity
for using QR codes is increasing.
15. While augmented reality bridges the gap from offline to online, QR code can stimulate
interest online to convert offline.

Case Study Canyon Country Car Wash: SMS

Name of marketer

Canyon Country Car Wash, Santa Clarita, CA
Agency or marketing services firm
OzNet Systems, Altadena, CA
Campaign/program name

Carwash Mobile Coupons
Duration
Two months
Objective

Competition became very stiff after the third car wash opened for business. The objective
of the mobile couponing initiative was to compete with the two car-wash establishments
located within a one-mile radius.
Target audience
The mobile coupons were targeted at teenagers ages 16-19 and young adults ages 20-24.
Strategy

Realizing the current economic situation in Santa Clarita as well as the two competing
area car washes, Canyon Country had to think of something innovative.
The company chose to target young people because of their early adaptability to mobile
technology and the fact that times were tight and they still wanted clean cars.
Canyon Country decided to use mobile coupons to capitalize on the fact that most teens
abhor walking around with lots of paper. Their world exists within the mobile phone, so
why not offer them scannable coupons, which also adds to their cool factor.
Contd....

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