Project Everest

[Proposed Experiment] Solar Malawi January 2019 – Poster Advertising

Lean Phase: Channels - Customer Lead Generation

 

Assumption: Poster advertising in Blantyre shops is an effective means of reaching a customer’s interest in the solar product.

 

Time Period: 2 weeks

 

Success Metric

 

The number of hits on USSD and Messaging (Whatsapp/text)  platforms that are acquired from the posters.

 

Criteria

 

Green Light – Maintain current  advertising through posters and distribute to additional areas/stores. Investigate preferred customer pathway from a poster (USSD vs Messaging).  

 

Success Point – 80 hits through USSD and Messaging combined. Greater than 75% (> 6 of 9) retention of posters.

 

Orange Light – Assess the exposure that the posters can achieve with more effective store locations or different poster designs. Assess how to increase retention of posters.

 

Failure Point – Less than 10 hits through USSD and Messaging combined. Less than 35% (< 4 of 9) retention of posters.

 

Red Light – Explore a different approach to advertising the solar product for lead generation. Providing a stronger value proposition to store owners to improve poster retention.

 

Experiment Build

  1. Identify and obtain approval to pin-up posters in 9 stores, as posters aren’t allowed on the sidewalk. Targeted stores include food-based and university-based due to higher foot traffic and already established relations.

  2. Create 9 different versions of the poster for each store, changing the end digit of the USSD code and phone number interest message. This will assist in determining the more prevalent areas for poster interaction.

  3. Print off 27 posters (all English)- one spare at each store. Print three posters for each version.

  4. Pin up 2 posters at each store (one on store window facing outwards and one on an inside wall) in the Blantyre city region, and give one to the store as a spare.

  5. Record all relevant data from the Poster Hits which includes: USSD vs Messaging interaction, the location of poster hit, how far through USSD system the EOI made it.

  6. Engage with all EOI’s via calling their number associated with their interaction, intending to make a sale. Keep a record of any time spent following up with lead including any administration work (eg. inputting details), replying to messages, calling and F2F time. This will be used to contribute to viability and effectiveness of posters.

  7. Use collected data to investigate:

    1. Sale conversion rate

    2. Customer preference for interacting with USSD vs Messaging (Whatsapp/text).

    3. Time resource required to convert an EOI to a sale.

    4. Retention of posters and the ‘hot’ areas.

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