A South African Internet company has developed a Web site combining strategic marketing with interactive surveys, consumer incentives in the form of established brand name products up for grabs, and benefits to merchants in the form of permission-based one-to-one marketing.
Winanza is the brainchild of Brian Benatar and Adam Lange, both consultants in the marketing and IT fields, and first saw light of day 10 months ago. Its trade marketing Web site has reportedly been in operation since February and today sees the launch of its business-to-consumer Web site.
The site`s developers say competitions are strategically scripted and require users to prospect brand Web sites for answers - an interactivity strategy they believe improves consumer retention of any given brand`s communication message retention.
Participants include MTN, Virgin Atlantic, Ticketweb, Nu Metro, Men`s Health, Palm, Reebok, MegaComputers.co.za, Streetcar.com, Safarinow.com and Interactive Investor International. Users may enter the competitions without first purchasing products, and may choose to opt out of receiving any promotional material thereafter.
Benatar says though there are several potential clients in the wings, the initial buy-in has come from the bolder brands which understood and appreciated the intricacies of the business model.
"Providing users with incentives to complete bite-sized surveys, which are easy to digest, is an effective tool for gathering consumer behaviour and preference data. Each Winanza experience immerses users in a unique brand experience which in turn provides brands with an effective and measurable online brand development tool," says Benatar.
Winanza, as a digital service provider, conceives, designs, develops and hosts online promotions for its clients and provides them with secure access to real-time, aggregate market intelligence data on their competition entrants.
At any point throughout a promotion, a Winanza brand client can login and generate anonymous demographic and psychographic profiles of its competition entrants, giving it insights into an approximation of its potential digital market. "This is the first step in a brand segmenting its online market into viable pockets of consumers, based on meaningful criteria," says Benatar.
Winanza`s relationships with its service providers are also central to its strategy. It says its application service provider, Cybersmart Unix Solutions, has been integral to the development of a reliable technology platform and infrastructure for Winanza`s operations.
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