Jamba Juice Case Study Analysis Template

Solution

Jamba Juice of Bakersfield used Trumpia to enact mobile and social media marketing campaigns, not only to boost sales, but also to create conversations and relationships between the brand and local channels.

First, they created the mobile keyword “Jamba”, which customers could text to 99000 in order to subscribe to their marketing program. They also offered a free 16oz smoothie coupon, which was was automatically sent to the subscriber the instant they texted the keyword. This proved to be an effective incentive, as customers could use the coupon on their purchase immediately. For their regular marketing, Jamba Juice sent exclusive offers once or twice a week such as “Buy One Get One Free” and 20% off.

To advertise his program, Jamba Juice placed large signs near the point-of-purchase at each participating store. Each sign had a large smoothie graphic and very clear messaging that read “Text the word Jamba to 99000 and get a buy one get one free (16oz) smoothie deal!” They also promoted the mobile program across their Facebook Fan Page and Twitter to increase awareness and tap into their customers’ networks when followers shared the content of the promotion. Through these efforts over a span of just two months, Jamba Juice Bakersfield was able to grow their database to over 1,000 contacts, and increase in-store traffic by 10% across all four stores.

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