Ideas for Onsite Marketing
On-site brand promotion activity is the next big thing in the domain of CRM being used by many leading developers for relationship building with existing and potential customers. Text:ShubhraSaini Given the fiercely competitive scenario in real estate industry, brand perception becomes a critical yardstick for potential customers evaluating options in the space. hebrand is the essence of who you are, what you do and how you do it differently. It’s a Story communicated to define the purpose. On-Site brand promotions also provide good visibility for an upcoming project. It enables the customers to get a quick overview of the project and what it offers. Furthermore, it helps them visualise by providing a look and feel, aiding them to make an informed decision. Activities across the asset classes Onsite activities are relevant to promote residential, commercial & retail properties equally. But somehow developers are seen using this tool more to promote their residential asset class. With repetitive exposure of product offering by onsite branding, the brand name in terms of the property gets firmly imprinted in the minds of property buyers. Since commercial/ retail are essentiallyB2B buying decisions, pre-sales customer experiences rarely happen in that category. Everything from the colours, style, imagery, and the tone of your written communication helps attract and stimulate customers mind and emotions. If done successfully, target market branding can help prospective clients better relate to and understand developer’s product, and therefore increase the chances of them choosing the particular over competitors. On-site activities are effective and relevant for all kind of projects, but the messaging should be customized based on the marketing goals. Ultimately, it is about meeting likeminded buyers in an environment that helps decision making. Achieving last mile goal The end goal for any kind of CRM activity is that how well it is received by the end-consumer and how it has impacted on the ROI for the brand. The response to activities in both the residential and commercial segments has been very encouraging for the developers and acted as last mile connectivity with the customer. Most of the developers feel that the on-site activities have been very successful and effective for them and they could convert around 20-30% walk-ins as customers. The potential clients love the way they can experience and enjoy with the entire family and they also go and talk about it to their friends, which is word of mouth publicity for them. “Our Commercial customer engagement platform is called L.I.N.T; which is an acronym for Learning, Inspiration, Networking and Training. Through this we are looking to facilitate the acceleration of our customer’s goals by providing valuable insights.For our residential customers besides periodic engagement activities like cook-offs at our ChildCentric Homesat Kharadi, it also has Shankar Mahadevan Music Academy, ShiamakDavar Dance Academy, Anil Kumble’sTenvic, Mahesh Bhupathi Tennis Academy, The Viswanathan Anand Chess Academy and The LilletteDubey Theatre Academy. We have also tied up with the Dale Carnegie Institute to groom children into self-confident individuals. Besides this we have also had specialists conducting Vedic Math workshops for the children.”Rohit Gera, MD, Gera Developments “We had recently done Meet and Greet wine and cheese event at the Experience Centre of one of our luxury projectswhich are Ready-To-Move in homes, having a limited inventory of 136 exclusive units only. We invited a select group of likeminded individuals likethe CEO’s, CFO’s, MD’s, VP’s etc of various high profile companies. We customised the event to create a sense of aspiration to own a villament and to have this genre of individuals as your immediate neighbours. Through this event, we could engage with HNI customers and garner their interest, educating the prospective buyer about the Project.”VyomaPandit, CMO, Shriram Properties “Our community led activities leverages the unique landscape of the city, that allows us to curate activities like ‘Movie Under the Stars’, Screening of FIFA finale & Yoga Camps. In an effort to bring the community together we have on-going sessions ofstory-telling, musical performance, baking contests etc. Our clubhouse, The Black Swan, is a very crucial element of community activation. With amenities fostering hobbies, work, creative pursuits and everyday requirements, this is where our residents come together to play, learn, create and celebrate.”G Raghavan, CEO, Bhartiya Urban
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