Logo Of Amura Marketing Technologies, Pune
Case Study
Royal Purandar - Pune
An Integrated Marketing & Sales Approach
Royal Purandar

INSPIRED BY YOU
#LiveInspired by Life

-Milind Soman
1st Resident of Royal Purandar


"At Royal Purandar, you will feel energised,
elated & enthralled with activities to live inspired everyday."

ABOUT THE CLIENT

Royal Purandar is a township with N.A. Villa Plots developed by Carcanet Infra Projects Pvt. Ltd located off NH4. It is an active living destination spread across 160 Acres of land, with amenities for adventure and fitness and N.A Plots starting from Rs. 25 Lacs plus Villas starting from Rs. 57 Lacs.

The development is nestled amid hills, offering sustainable living inspired by nature and beautiful mist-covered forest & hill views. One of the project’s main attractions is its multitude of world-class amenities - leisure, outdoor, adventure and recreational related activities.

ABOUT THE CAMPAIGN

Amura came up with a Go-to market strategy for Royal Purandar with an aim to target Rs. 50 Cr. revenue within a duration of 3 months.

The #LiveInspired campaign revolved around Ironman of India - Milind Soman, the brand ambassador and the first citizen of Royal Purandar. Milind Soman was chosen for this role and image as an inspiring individual who lives an active lifestyle. His personality and active imagery matched the philosophy of Royal Purandar i.e. ‘Live Inspired’.

The aim of the campaign was to promote the attitude of inspired and sustainable life for everyday activities. The campaign tonality was around targeting people to live an active, adventurous, stylish and healthy life on an everyday basis.

Challenges
  • To map the company’s sales processes in order to identify problems and boost sales velocity.
  • Lesser number enquiries due to lack of brand awareness and absence of brand equity.
  • No defined marketing strategy for its customers.
  • No offline integration with digital marketing campaigns.
EXECUTION

The positioning of Royal Purandar as a lucrative investment was done with a concept of assured returns on investment. Amura helped the brand right from the mapping of sales and operations processes along with resources internally and externally handling pre-sales, logistics and sales for the brand aiming at a conversion rate of 4%.

  • High intensity digital activities were undertaken to create maximum touchpoints across online platforms such as Google, Facebook, Content Marketing, Custom media activations and promotions and contests on social media platforms.

  • Other Digital Marketing strategies were implemented such as :
    • Database marketing: Emailers | SMSs | Whatsapp (Local & Nurturing)
    • Microsites and mobile sites
    • Referral schemes – Mailers | CRM integrated Web forms
    • Re-marketing campaign & lead nurturing activities
    • Rich media activations - Digital PR
    • Video promotions

  • Offline Marketing Integration with digital was undertaken in the form of Hoardings , Way boards, Signages, branding on site visit transportation vehicles, Exhibitions, PR Activities and more.

  • The Royal Purandar Facebook Page for Live Inspired was created as a major brand property. The page featured inspiring Milind Soman creatives focused towards a greener life, active living and rustic modernity to maintain a balance between indoor and outdoor living.
  • The campaign also featured tie-ups with various events to reach out the mass audience across the city and conducting CSR initiatives and on-site activities for them. Some of these included:

    • Pre-run with Milind Soman promoting Pune Running Beyond Myself run 2016 Association with Pune Running Beyond Myself which was a major hit amongst active living enthusiasts. Press Conference post pre-run with Milind Soman.

    • A women-centric campaign for India’s biggest women’s run to promote women empowerment across India. A trek for cancer survivor patients organised by Pinkathon at Royal Purandar

    • A separate campaign for women real estate investors was executed around this time, where the 1st Woman Co-applicant got Stamp Duty & Registration Fees off as an incentive to book their dream home. This helped the overall sales efforts in terms of interested enquiries from the female target audience.
  • Role of Sell.Do - A Technology Enabled Campaign
    Sell.Do - Amura’s sales , marketing and advertising automation platform was used to manage the entire Sales & Marketing functions of the campaign. Some of the features of Sell.Do which enabled the success of the entire campaign

    Marketing Campaign Setup | Campaign Tracking | Cloud Telephony & IVR | Real Estate Portal Integrations | Pre Sales & Sales Team | Lead Pipeline Analysis | Daily Reporting | Lead Nurturing & Lead Scoring

    • The entire logistics behind pick up & drop services was managed effectively by Sell.Do with integrations with the cab provider for seamless updates & site visit confirmations.
    • Sell.Do captured leads from all marketing channels - Online + Offline - thus making sure ROI for every marketing activity was measurable.
    • Every other campaign planned was undertaken on the basis of previous campaign performance data from Sell.Do.
    • Sell.Do’s big data algorithms helped in Lead Scoring to ensure the highest intent prospects were immediately called up & engaged by the Sales Team.
    • Sell.Do helped in the efficient and effective co-ordination between the Pre-Sales Team in Pune & the sales team at the Royal Purandar site. This majorly helped during Site Visit confirmations & updates.
  • Since online media was the primary medium for lead generation, offline support & experience was equally important.
    The biggest challenge was for arranging Site Visits in terms of the logistics for taking interested customers to the Royal Purandar site, a 45-min drive away from Pune.

  • Following Initiatives helped arranging site visits & making the experience at the site memorable:
    • Pick up & drop process - Tie up with Professional Cab Agency. Drivers were trained & sensitized about the project location & informed to engage the customers with relevant conversations. Feedback survey forms helped maintain the quality of travel service.
    • New Sales Office - This featured a renovated Site Visit Office with an experience zone with Milind Soman branded project communication. Milind Soman voiceovers & videos to engage the waiting customers. A Choice of refreshments with snacks by professional catering agency.
    • Authentic Maharashtrian Lunch -
      Organic & fresh food cooked at the site with local villagers’ produce during the Site Visit accentuated the experience further
    • Weekends -
      There were special Funtastic Weekend events organised with additional support staff & family zones to engage families that visited over the weekend.
    • Special Valet Parking services for people who visited individually.

  • All these initiatives meant higher chances of Site Visits & satisfied customer reviews (as seen on Facebook with check-ins) which helped create a very positive sentiment in the online space & many referrals followed by multiple site visits.

    Overall Site Visits increased by 10 times & bookings increased by 20 times on account of these efforts.
Results

The Royal Purandar campaign was a great success overall, which can be attributed to high user involvement and resulted into the bookings of bigger inventories / ticket sizes and a healthy pipeline for future sales.

Today, Royal Purandar has become the active living destination for people in Pune & Maharashtra.

The success will continue with renewed efforts in 2017, additional initiatives with Milind Soman & the building of Royal Purandar’s professional triathlon track - India’s First in a residential community.