Mobile marketing in Pakistan has taken off, and Pring is at the reigns. The team has held Pring 101 Classroom sessions in Lahore and Karachi, attended by agencies and corporate marketing teams to learn how to do mobile marketing right.
Digitial agency Bramerz were the very first attendees of the session. Prior to the Classroom, Bramerz had only occasionally used mobile as a part of their campaigns. Most recently, the agency used Pring for the first time during Nestle Fruita Vital’s sponsoring of the theatrical play ‘Aangan Terha’.
The session with Bramer, presented by Pring’s energetic Customer Development team, Junaid Malik and Faisal Jamshed, was so interactive, that the hours went by unnoticed, lasting longer than we had initially planned. But the insights we received from the agency were as valuable as those we were presenting to the team.
“Until Pring came into the picture, mobile marketing has been cost-prohibitive, ‘ said Aftab Ameer, Client Services executive at Bramerz. Secondly, clients are typically not very comfortable with this form of communication. For them it is still considered ‘commonplace’. Brands want to stay digital and on the so-called ‘cool’ side of things. We have tried to make them see otherwise, but at the end of the day we have to do what the client wants.”
Aftab added, “Clients only have a basic understanding of SMS marketing. They think it is all about getting a random message from a number and consumers are going to perceive it as spam. But in actuality, getting consumers into the fold of that experience, engaging with them (on mobile) is something they will be interested to learn.”
The late afternoon session was attended by the team from Leisure Club, Kayseria, and Team Aventures, the group that handles international apparel brands including Accessorize, Next, Debenhams, and Monsoon.
Team A Ventures was eager to quickly move on to Pring 102, the next level of sessions that we’ll hold in the near future. But the group was of the view that Pring was the best match for the types of clientele that they had. TAV’s Afifa Hussain said she saw Pring with their brands as a good business relationship, now and in the future.
That’s a wrap of Day 1, but don’t go anywhere! Stay tuned as Day 2 of the Classrooms has Coca Cola’s marketing team getting a sip of Pring!
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Posted by Ghalia Baig Mirza