Morphed into Sales Booster; drawing upon our deep understanding of tier 2 customer created precise, relevant, regional communication pieces
Mysore Sales International Ltd (MSIL), widely recognized for its liquor outlets, sought to establish a strong presence in the Chit Fund business.
Challenges
Wrong perception that chit funds are frauds; but the reality is that Government has a chit fund which is safe, regularised, credible and transparent.
The Thinking
Objective: Get new subscribers into the MSIL Chit funds and reach full subscription
Correct the misconception around Chit funds.
Strategy Anchors:
• Leveraging our deep understanding of tier 2 cities and what works to create Hyperlocal communication.
•Multiple local campaigns rooted in regional understanding of the demographic and speak the language of tier 2.
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Approach
• Geofenced Ad Campaigns for every new chit fund launch, targeted within a 10 km radius around the specific branches.
• Customized Campaigns for Each of 27 MSIL Branches for the specific chit fund launched.
• Simultaneous Execution Across All Branches: Multiple local campaigns – 27 ads at once and distributed to concerned branches Localized target potential customers within a specific radius of each branch to ensure that the leads generated were relevant and had a high likelihood of converting.
• Social Media Content: create a consistent social media strategy to build the trust, transparency around the MSIL Chits.
Result
• Full subscription of each chit fund within 6 days of launch, leading to Increased revenues.
• High Conversion Rate with 70% of the leads generated from the campaigns converting to actual subscribers.
