Accents Telecom Overview
Accents Telecom is an upstart long distance phone service provider operating out of North America. The company offers online accounts and pinless dialing services to make it easy for customers to use their product. Accents target the immigrant population in North America, Europe and Asia who are interested in calling African nations at a competitive rate. Users usually sign up for the service by creating an online account which they top up with a credit card or by through Paypal. They can log into their accounts to view payment history, calling history and additional services or offers from the company.
Key Problem
Accents Telecom approached Pamoja Media right at the inception of the company. The client needed to create a brand that would work for this online service while still have an impact on offline customer touch points. A website and collateral material were commissioned by the client so as to have a streamlined look as they approached the African market in the Diaspora.
Once the site was launched, the client wanted to reach the target market economically and have the right message for them. An online marketing strategy and campaigns were run effectively targeting the African market in the Diaspora. During special African national events, this was a great time to have very unique campaigns reaching out to communities who had nostalgia of their homelands.
The Solution
Pamoja Media had to address key areas of the Accents Telecom online strategy:
- Professional look and feel – Starting out, Accents Telecom needed to carve a niche in the highly competitive long distance calling online market. The website had to show a professional organization that paid close attention to detail, valued the customer and offered great rates for its service while making it easier for a potential customer to quickly sign up for its services.
- Online media buying – Pamoja Media’s ad buying program for Accents targeted Africans in the Diaspora. Running ads on 15 websites, the company was able to reach a wide audience of the target market. The campaigns were optimized so that the best performing creatives and sites were retained while the poor performers retired from the campaigns.
- Appropriate ads for target market – Being in the Diaspora, Accents wanted to run appropriate ads that will attract Africans and stand out from other ads served online. Nostalgia was a big selling point for some of the campaigns and required local knowledge of each target community. Ads were created that reminded people in the Diaspora of their home countries, sold the service and had a call to action. Nostalgia campaigns increased sales and interaction by 30% compared to regular ads served by the client.
Services Rendered
- Brand development
- Collateral development
- Digital marketing strategy
- Digital media planning
- Digital media buying
- Email marketing strategy
- Digital marketing concepts creation
- Web design & development
Testimonial
Accents Telecom is a niche long distance and international calling services provider. We approached Pamoja Media to help us with our online strategy and implementation in reaching our diverse customer base and market. Pamoja Media exceeded our expectations with their targeted online advertising, branding, niche market knowledge, segmentation and their ability to deliver quantifiable data analysis. Together with our team, Pamoja Media worked tirelessly to ensure they fully understood our services and goals. I highly recommend them to any organization that is serious about their marketing.
This recommendation is without any reservations whatsoever.
- Douglas Kimani, Chief Executive Officer Accents Telecom
