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The biggest pain point for any organisational leadership is in understanding their consumer’s behaviour patterns, the end ROI and how many prospects are converted into actual customers. All these questions need to be answered and a game changing system is one which can exactly provide you these answers, while being easy to use and readily accessible at the same time.

In Aug’ 2014 KPDL adopted Sell.Do and integrated their marketing & sales processes with the Sell.Do platform. All major features of the Sell.Do platform were taken onboard.

Some time before the Ivy Estate campaign, KPDL had also run a highly successful and awarded campaign known as “Nest Fest” which had created a certain expectation for KPDL about Sell.Do. Outdoing their previous achievement would be now a challenge - but one for which the Sell.Do Product & Support teams were prepared.

Campaign & Execution

Ivy Estate Campaign Objective

- To generate awareness and buzz across target geographies about the launch of Phase - II,

- Generate enough qualified leads to drive 40% sales out of the overall sales, translating to more than 110+ sales to be done through both the online e-commerce portal and the conversion through leads,

- Targeting NRIs for premium inventory like row houses and 3 BHKs, - To support offline/onsite initiatives by generating buzz and driving people to site during these events.

Inventory and Target Geographies

  • Inventory available for the campaign included Ivy row houses, Ivy apartments, Ivy Botanica and Umang Pride starting at 50 lacs,

  • Target geographies included:

  • Mumbai, Pune , Ahmednagar, Aurangabad, Indore, Surat, Ahmedabad, Bangalore, ROM, United States, UAE, Singapore,Saudi Arabia,Oman,

  • Initial targeting to only the local (non-NRI) audience; search will be global but apart from taboola and outbrain, no spends on display initially targeting NRIs. Depending on the response in the first 15-20 days, team to decide on targeting NRIs.

Through Taboola (global content marketing platform) local audience was initially targeted followed by a global marketing campaign for NRI markets. Strategy would be re-evaluated based on response data gathered every 15-20 days.