case study : Inbound Marketing
HDFC bank
objective
- Raise awareness of Credila loans division
- Generate leads for Credila loans business division
STRATEGY
- Use Email marketing
- Target specific demographics, locations and time
EXECUTION
- Databases selected meeting campaign target audience
- Multiple creative options designed to test response rates.
- A/B testing conducted to identify optimal subject and body communication, timing and other variables
- Campaign deployed across metros
OUTCOME
- Leads generated surpassed campaign goal
- Quality of leads above previous campaigns
SONY
objective
- Enable consumers to use their mobile phone to search for their nearest dealer
- Improving response and leads tracking
- Reduce print advertising costs by eliminating valuable space used to list dealers
STRATEGY
- Provide a simple call to action mechanism to search for nearest dealer
- SMS based mechanic to ensure accessible by anyone with mobile phone
- Map all dealer locations against geographic PIN codes and localities
EXECUTION
- Consumer able to SMS with PIN code or even locality name to search
- Three nearest dealers returned
- Utilized natural language search for ease of use
- Nearest dealer also sent details of prospective customer
- Analytics for all responses by location and time
OUTCOME
- Significant cost saving from elimination of advertising space no longer required to list dealers
- Ability to analyze response rates to specific print advertising and refine media plan
- Leads and sales conversion tracking attributable to advertising
SAFFOLA
objective
- Extend existing website based heart age calculation application onto mobile
- Increase by multi-fold the usage of the brand engagement application
STRATEGY
- Build Interactive Voice Response System (IVRS) based user interface to enable application to be accessible by anyone with a mobile phone
- Promote dial in phone number through mass media TV and print
EXECUTION
- Integration of IVRS user interface with existing heart age calculation application
- Support for multiple local language options
- Real-time calculation together with SMS pushed to consumer
OUTCOME
- Over x10 increase in consumers taking heart age calculation
- Built database of prospective customers for health heart product
