Question

Topic: Strategy

Ideas To Promote A Exclusive Building

Posted by Anonymous on 9/28/2006 at 3:54 AM ET 125 Points
Hi Friends,

I m Marketing Manager in one of the biggest construction company in Mumbai-India. We have some extremely high end projects coming up in Mumbai.

As per the company policy we dont sell our property to anybody and everybody. We have to do a lot of research and identify our coustomers who are in the extremely High Net Income group. Once we identify them then we are suppose to invite them to our site and show them the sample flat. The invite is normally on the phone and we feel inviting our HNI customer this way is very dull and doesnt suite us.

Now the company wants me to think innovatively as they have identified a few MNC's and my company wants me to target the top executives of these companies but they want to do it some different way.

I have thought of a direct marketing campaign for this purpose but i m confused as i dont know if this is a good idea and if it is a good idea how should i go about it? Also please tell me some other innovative way to invite my customers to see the sample flat.

Let me tell you that the rates of the flats are very high, only the top executives of this MNC's can afford these homes, so please when you think of some strategy remember that my target audience is the extremely rich and people who have very little time on their hand.

Objective of this activity is to just get my customers to visit the venue and see the sample flat.
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RESPONSES

  • Posted on 9/28/2006 at 7:00 AM Author
    Hi Sowmya,

    First let me thank you for the response.

    As you have mentioned your events idea is on... we are planning to do an event but it wont be a page three party, since my target audience is a from an extremely HNI group we are planning to do an Juggalbandi kind of an event or a dance performance from some of the top perfomers from India and Abroad.

    As for your second idea i think it is a nice idea but suppose my mail is heavy in size and if it takes a lot of time to open then my TA will not bother to open it, the second problem with email is that i m taking great risk as there is no surety that my TA will check my mail and not delete it.
  • Posted by Frank Hurtte on 9/28/2006 at 7:11 AM Accepted
    I suggest to you build a presentation around the power of networking. The power of living in close proximity to other powerful business leaders. The idea of business allies created based on day to day contact with others.

    This presentation could become a "pseudo business" presentation and thus could be presented to business organizations. In addition, a dvd of the presentation could be sent as an introduction to the business leaders.
  • Posted on 9/28/2006 at 7:52 AM Author
    Hey Frank,

    Thanks for your suggestions. I think this is an unique idea. Let me sit with my team and ponder more on this idea.

    This is something which no other developer has done so far.
  • Posted by Harry Hallman on 9/28/2006 at 9:57 AM Accepted
    Since this is a very small group perhaps you could do this in a very personal way.

    Have a high class invitation hand delivered to the executive’s office. In the USA I would use the most beautiful models I could find. Not sure if that works in India.

    The invitation would invite them to the flat at their convenience and you will send a limo to pick them up and take them back. Maybe you offer this at a meal time and provide them with a very high class meal.

    When you get them there you can give them the benefits such as Frank has suggested.

    Just an idea.
  • Posted on 9/29/2006 at 12:55 AM Author
    Hey Harry,

    Thanks for your idea, i think sending personalise invites with models is a good idea, we need to work on the invites, because they will be breaking the barrier between me and my customer, so it has to be carefully worded.

    The pick up idea is also a good idea and i think we would like to implement it.
  • Posted on 9/29/2006 at 12:58 AM Author
    Hey rbauman,

    Thanks for your response, but i have no idea where i can buy this book 'Selling to VITO' or can i get this book on line.
  • Posted on 10/1/2006 at 2:04 PM Member
    well its not a good idea to hand deliver it to the HNI prospects by a Model that too in INDIA

    May be u try these techniques:

    1. Conduct a high class Workshop and the invitations issued to only very high closed HNI group

    2. use the Basic promotional technique of making a small book about ur new project( u can use high quality and attractive pics and papers in it ) - collect the database and issue to the HNIs to whom u will be giving the magazine.

    Change the meaning of advertising from non-personal to personal form by word of mouth.

    after u have got the final prospective customers, u give a party in some star restaurant and finalise to a job done status.

    Atlast u need to delight the customer so that u need not worry about ur next project. Words will spread like fire in a forest.

    Don worry, all the best in succeeding in all ur company's projects

    regards
    sundar
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