Allegro Mobile Survey Application Maximizes Brand Engagement for Nationwide Marketing Campaign

Company Overview: Xclamat!on Marketing

Xclamat!on Marketing is an award-winning boutique agency that offers distinctive integrated marketing campaigns to an exclusive clientele that includes Kimberly-Clark, AmerisourceBergen, Van Houte and L’Oréal.  Since inception in 2002, Xclamat!on Marketing has captivated the retail sector with inspiring marketing campaigns and a blended approach that combines both traditional and non-traditional marketing activities.  

Xclamat!on’s service portfolio is built on the value of excellence in relationship - engagement marketing, a concept that has been reinforced following the recent economic recession. 

Xclamat!on’s portfolio reflects a comprehensive offering that addresses the key issues raised in successfully engaging customers.  These offerings include:

• Strategies & Concepts for customer engagement 
• Creative Design & Production for POS promotional material
• Field Activities & Program Management
• Mobile Analytics
• Shopper Converter Squads
• Significance Marketing

Industry Overview

As consumers become more sophisticated in their choices, the market has revealed a shift in power from the brand to the consumer. Insight into customer behaviour and relationships plays a crucial role in successfully attracting, engaging and retaining customers and prospects. As a result, technology has continued to unlock potential channels for communication and collaboration, supported by a range of data collection and relationship management tools.

Situation 

As a leader in the marketing space, Xclamat!on Marketing began implementing technology into their campaigns as early as 2005. The added value they received was significant, and as the space became more relationship-centric, they began to search for a tool that would underpin their customer insight initiatives.  

Challenges (Business Need)

Enabling prospects to find value in a brand requires in-depth customer insight into behaviours, perceptions and needs. This process is heavily time-sensitive, and while it yields excellent opportunities for brands to engage with customers, it also requires careful management. Not only are customer engagement opportunities required to add value to the overall brand experience, but they need to be supported by tools that allow flexibility, agility and accuracy. 

Solution

Xclamat!on Marketing required a tool that could support them in addressing these challenges.  In addition, they needed a long-term engagement with a vendor who understood the dynamic nature of the market and who could continue to support Xclamat!on as their customer needs evolve.  

Xclamat!on Marketing desired to pilot the new tool with one of its key customers – Huggies.  With the upcoming “Little Movers” experiential marketing campaign only months away from launch, the company looked to a provider that could deliver a high quality solution which would adhere to these tight timelines. The decision to work with Allegro was inspired after Allegro was named Canada’s Fastest Growing Company by PROFIT Magazine in 2009. Both Allegro and Xclamat!on Marketing reflect an entrepreneurial spirit and culture, and are guided by a belief in building sustainable customer relationships. Allegro’s reputation for excellence, expertise in mobility, rapid solution delivery and its Premier Partner status with Motorola also played a key role. 

Allegro’s ability to deliver award-winning software within tight timelines is supported by their investment in the proprietary Allegro Mobility Platform.  The Platform enables the rapid delivery of best-in-class software solutions and the customization of features as business needs evolve. Its flexibility and scalability made Allegro an ideal choice for Xclamat!on Marketing and just twelve weeks after discussions in June 2009, the “XclaMot!onData” Tool was ready to pilot. 

Allegro’s Mobile Survey Framework 

The XclaMot!onData Tool was built on Allegro’s Mobile Survey Framework. Available as an off-the-shelf configurable product, the Mobile Survey Framework contains feature-rich functionalities that can be customized to meet unique business needs and can be implemented on virtually any mobile device. Xclamat!on Marketing chose the rugged Motorola MC55 for its Shopper Converter Squads, and enlisted Allegro to custom-build a range of surveys specific to the upcoming Huggies Campaign. 

The XclaMot!onData Tool and the Huggies Little Movers Campaign

The 12-week program took place at high-traffic malls and stores across Canada and comprised 304 event days. Mall events allowed for hands-on experience of the new product, live interactions with trained Shopper Converters, distribution of coupons, and displaying of TV commercials on monitors.

Surveys were administered to participants through an intuitive user-friendly screen, enabling Xclamat!on Marketing’s squad of Shopper Converters to rapidly fill customer surveys on the spot. Surveys were set to automatically alter the paths of subsequent questions based on the respondents’ answers, leaving more time for Shopper Converters to engage with prospects and create an experience that added significant brand value. Collected data was transferred wirelessly in real-time to Xclamat!on Marketing’s database, enabling on-demand visibility and accuracy.

The image capture on-site activity was key to the creation of a unique experience.  Consumers were invited to have their picture taken on a blue screen, and the Xclamation team then incorporated their images into the catchy new advertisement which was sent to their home via e-mail.

Promotional coupons were distributed on-the-spot while on- screen signature capture enabled opt-in disclaimers to be signed and transmitted back to the database in real-time. 

The Results

The tool generated significant results for the campaign, with 7,597 consumers country-wide agreeing to fill out the survey. 

The tool was a great success and was further enhanced following the Huggies campaign.  

With the newest version of the tool, Xclamat!on Marketing is now able to design, customize and manage surveys within minutes, specific to customer needs. Xclamat!on Marketing is able to rapidly roll out surveys, at the push of a button to thousands of field representatives across the country.

Allegro Mobile Survey  

Mobile Survey has been enhanced for further flexibility and business agility. It now incorporates a dynamic web interface component that includes the following functions:

An intuitive user-friendly survey builder. This survey builder enables users to design survey paths, choose fields for data collection, add, delete or edit questions and upload logos within minutes.

A powerful Survey Manager for the easy addition of new surveys, deletion of older ones, or editing of existing ones. Surveys can also be set to expire and automatically delete themselves from the handheld so field representatives need only view current information.

An integrated device management module enabling user permissions to be set and individually configured for each field representative. Administrators are also able to remotely track the GPS location and status of each device and send real-time survey updates to representatives over the air. 

Mobile Survey - Cloud

Suitable for a range of organisations, the product is also available as Fully Hosted & completely managed solutions through the Cloud, in a monthly Software-as-a-Service model. “Mobile Survey – Cloud” is hosted in Allegro’s robust, scalable 24X7 shared infrastructure.  The easy to configure solution, incorporates downloadable features that can be customized to support business objectives with minimal time, cost and effort. 

Mobile Survey is ready to integrate with almost any back office system or ERP.  

To find out more about this Case Study, or if you have any questions, please call 1 888 626 5262.

For more information on the Xclamot!on Data Tool : visit  http://www.xclamotiondata.com