Larger, more established businesses, with money and resources, are preparing marketing programs now to leverage Passbook. Unfortunately, small businesses may be left out of this potentially powerful marketing opportunity.
*Enter Mana.* Mana has developed an app that any business can leverage to promote its offerings. With this new app, businesses are able to create their own PassBook passes and distribute them to not only their loyal customers, but to all Mana customers…in just seconds.
Mana’s app uses a fee-per-swipe structure, so businesses are not charged to download the app, create their business account, or create and distribute promotions. Instead, a business is only charged when real customers actually redeem a promotion. Mana’s objective is to keep these fees extremely low to encourage volume use.
The most intriguing concept that Mana is including with its program is an incentive to customer users to redeem promotions. When individuals redeem a promotion, they are actually rewarded with a portion of the fee paid by the business to Mana...in the form of Mana rewards. End users can cumulate Mana rewards and redeem them wherever Mana is used. That cost is then picked up by Mana and paid to the business customer. Customer-users will also be incentivized to send out these promotions using social network platforms including FaceBook and Twitter.
Finally, included in the account profile for businesses will be access to a live metrics system that tracks usage in real-time—enabling individual businesses to assess the effectiveness of their marketing efforts and make nimble, rapid adjustments to optimize sales.