Category Archives: Case Study

15 Apr

Case Study: How Digital Marketing Helped Danish Events Attract Large Number Of Prospects In India!

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Denmark was recently promoted as a lucrative destination for higher studies and work by Copenhagen Capacity (a Danish institution that helps companies achieve their re-location or expansion objectives free-of-charge) and Youth Goodwill Ambassador (YGA) Corp through a chain of informational events on 29th and 30th March, 2014 at Chennai.

Denmark_Danish-Weekend_Digital-Escalator-International

Challenge

In order to make the events successful over the weekend (i.e. 29th and 30th March, 2014), CC and YGA needed a digital marketing agency that could help them:

  • Craft an effective content strategy that was able to create awareness about Denmark, its high quality education and informational events;
  • Create a Facebook community that targeted Indian audience from ICT and life science sectors; and
  • Generate a database of prospective students for future engagements.

Solution

Digital Escalator International was up for the challenge. Hence, it took the opportunity to help CC and YGA overcome their digital marketing challenges over a period of two months (i.e. 3rd February, 2014 – 3rd April, 2014) in the following manner:

Email campaigns

Event poster was created and emailed to 130 participating academic institutions in Tamilnadu to create awareness about the events. Reminder emails were scheduled to be sent 48 hours and 8 hours before the events were due to start with a view to increasing the total number of attendees.

Email-Marketing_Digital-Escalator-International

Not only did the emails have information about the scheduled events over the weekend, but the emails also contained some useful links for the students to go through.

Post-event follow-up emails were also sent to the attendees in order to get feedback about their overall experience with a view to improving future events.

Facebook Communities

Facebook-Community_Digital-Escalator-International

Relevant communities were identified on Facebook that could help spread the word about the events. Hence, the administrators of such groups were consulted and requested to spread information related to Danish events among their group members. The administrators of the relevant groups were very supportive and helpful in doing the needful.

Facebook Community Growth and Engagement 

When handed over the project, the Facebook page of ‘Study In Denmark –India’ had about 350 fans in total and it was agreed to help CC and YGA grow their fan base of the Facebook page to 5000 fans over a period of 2 months.

Facebook-Page_Study-In-Denmark_Digital-Escalator-International

Using a series of creative, entertaining and informative posts and regular ad promotions, the total number of Facebook fans for the page was increased to well beyond 5400 over a period of two months.

Creative Content

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Creative and beautiful designs were used to put across the idea of ‘Study In Denmark’ to prospective Indian students over a period of two months, and such pieces of content proved to be really effective in drawing attention of the masses.

Event Registrations

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Facebook Events, Facebook Ads and Eventbrite were used to get the prospective students registered for the events. Of all the registration platforms, Facebook Event (and posts related to events) turned out to be really effective one. Names, Email Ids and Phone Numbers were collected via registration process for future engagement purposes.

Benefits

Humongous awareness about Denmark, its education and Danish events was created amongst Indian students in Chennai through a series of emails, Facebook posts and ads.

As a result of consistent Facebook posts and ads, 5400+ Facebook fans were generated over a period of two months.

More than 60 queries and 30 queries were received from prospective students via Facebook and email respectively over the two-month period. The students showed their deep interest in pursuing any course or career in Denmark. So much of interest in only one part of India showed to CC and YGA that India could be a potential market for Danish Educational Institutions. Using the right channels and strategy, Danish Universities could certainly increase the number of Indian students in Denmark.

Facebook-Messages_Digital-Escalator-International

More than 230 interests for the events were registered as a result of using of Facebook Event (posts), Facebook Ads and Eventbrite. Hence, CC and YGA had contact details (Name, Email ID and Phone Number) of fairly good number of prospective students to follow up on.

In the end, the project was a big success for all the parties concerned. What needs to be learnt from this case study is the fact that digital marketing is not an option in this digital era. Rather, it has become necessity for businesses that want to succeed by leaps and bounds in this competitive world.

Author-Profile-Digital Escalator International

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28 Oct

Digital Marketing: A Must For Real-Estate Brands That Want To Tap Into The Pool Of Internet Savvy HNIs and Investors!

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Real-Estate-1_Digital-Escalator-International

Total market size of India’s real estate sector was estimated to be $55.6 billion in the year 2010-2011, and the industry is expected to grow to $180 billion by 2020 on account of growing needs for infrastructure from a number of sectors such as tourism, education, healthcare, residential etc.

This prediction about tremendous growth has generated great deal of interest amongst both domestic and international investors lately. As a result of the same, many global investors along with several Private Equity funds have signed up a number of deals with various successful Indian investors and developers for investing their money into India’s real estate sector so as to reap respectable returns in the days to come.

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In order to reach out to high net-worth individuals (HNIs) and potential foreign investors, a number of Indian realtors/developers are still resorting to traditional advertising options, such as newspaper ads, television commercials, billboards, radio ads etc. The problem with such traditional advertising options is that these are expensive, and do not count much towards generating revenue. Hence, Indian realtors/developers need an alternative to such traditional means of advertisement to be able to realize their business objectives.

But, the question is what could serve as a decent alternative to costly and non-productive traditional advertisement methods? As we live in a world where everyone is connected through various digital means, digital marketing tools (such as social media marketing, search engine optimization, search engine marketing etc.) could be the solution for Indian realtors/developers to reach and engage with their target audience.

Real-Estate-3_Digital-Escalator-International

Since foreign investors and HNIs have this tendency of purchasing a number of properties at once or rotating their property-investments frequently, it is very important for realty brands/developers to reach such investors and engage with them from time-to-time so as to reap rewards in the long-run, and social media channels have, indeed, proven to be effective means of doing so.

In spite of being very effective at building engaged community of target audience, social media marketing is not the only option available to realtors/developers/builders in this online arena. Ideally, an integrated digital marketing strategy (comprising of various aforementioned digital marketing tools) is what is needed for real-estate brands to turn their target audience into clients eventually.

Let us look at a short-term project that was undertaken for a real-estate brand lately.

Case-Study-Real-Estate-4_Digital-Escalator-International

Challenges

When consulted regarding the project, the real-estate client’s challenges were to:

Reduce bounce rate on its corporate website;

Increase brand awareness via social media platforms; and

Generate database of potential investors for future follow-ups.

Solutions

Website Re-Designed:

The client’s website was completely revamped with a view to giving it aesthetic looks so as to position client’s brand for luxury market segment.  While the old website was made using simple HTML and CSS coding, the new one was a CMS-based website with responsive layout.

This meant that the organisation could manage its content in much easier manner than before using CMS (Content Management System), and that the website could be easily navigated across a number of devices because of its responsive theme, thereby allowing the site’s bounce rate to go down.

Content Strategy

A comprehensive content strategy was drawn for the organisation with a view to reducing bounce rate and increasing brand awareness. Some of the highlights of 5 month project are as follows:

Every page of the website was re-written with focus on organisation’s values and excellence so that the organisation could be projected as a reputed brand to the potential real-estate buyers/investors.

Blog was created to showcase content in relation to latest industry news, ongoing projects, joint ventures, special achievements and awards in order to engage with target group and position the brand as a leader in the real-estate sector.

Landing Pages Created For Data Collection

Landing pages with sign-up forms were created for various property schemes, allowing interested buyers/investors to register and download beautifully designed e-brochures for more information. This helped generate database of prospects for the real-estate client to follow-up on later.

Community Development

After engaging pieces of content were created, those were shared via platforms such as Facebook and LinkedIn. Sharing of meaningful and relevant content via company’s page and relevant groups helped extend reach of the organisation to the potential investors/buyers that, in turn, resulted in great deal of brand awareness and creation of engaged communities on both Facebook and LinkedIn.

Digital Ads

The landing pages for various ongoing projects were also promoted via digital ads (Facebook Ad and Google AdWords) to add on to the number of registrations of prospective buyers/investors.

Results

Bounce rate of the website was reduced from over 70% to about 45%, meaning more and more visitors were engaging with the content available on the site now.

Facebook community with over 20,000 fans was built for the client over a period of 5 months, thereby spreading awareness about the brand in the market.

More than 2000 sign-up forms were filled out by prospective buyers/investors.

Hence, if you are from real-estate sector and wish your brand to be considered for business by prospective investors, you should resort to a well-devised digital marketing plan instead of sticking to old advertising methods that are losing their significance in this digital era by and by.

Author-Profile-Digital Escalator International

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