How a trade show on the Baby Care Industry organised a trade show with 10,000 visitors, with the help of The Testament^®

Challenge

The baby care market in India is expected to grow at an annual rate of over 17% in terms of revenues during the 2014-2019 period to reach over $31 billion, from $14 billion. Trade fairs are strategic platforms, bringing the industry together. The trade fair in the Bath industry, organised by the client in context, creates such a platform, uniting both industry members with each other and members of the trade with their buyer and specifier groups. The trade fair is organised on annual basis in Mumbai. In order to acquire visitors for the event, the client partnered with The Testament^® to conduct an on-ground visitor acquisition drive across 21 cities of the country like Mumbai, Pune, Chandigarh, Kanpur, Lucknow, Kolkata etc.

Solution

After discussion with the client, the target business segment was fixed at:

• Supermarkets
• Gift shops
• Toy shops
• Baby products
• Maternity products
• Children’s clothing shops

The Testament^® used:

• Extensive Demographic Research of the relevant business prospects
• In-house technological tools like MARKET ACQUIRE^® to consolidate registration data along with pitch recordings and geo-coordinates.
• Training Video and ENGAME® to train and engage marketing facilitators
• Comprehensive Quality Check on the data received at the backend through stringent internal processes
• Follow up on-ground activities with tele-calling drive to increase retention

Results

• 10,000 visitors acquired in 2 months
• Sold Out trade show
• On Ground Business Data across the country

How a trade show on the services sector gathered 6000 businesses across industries, with the help of The Testament^®

Challenge

The client in context is one of the largest and oldest non-governmental body in the country with policy advisory as one of its primary functions. It also organizes trade fairs on various industries to spur buyer-seller interaction and give impetus to economic growth in turn and was in the process of organizing a mega trade show on the entire service sector. Approximately twenty-one industries were targeted for the show, and hence acquiring visitors across all industries was extremely difficult. For the process of visitor acquisition, the client partnered with The Testament^® to conduct an on-ground visitor acquisition drive across Delhi for 2 weeks.

Solution

The service sector was broken down to 21 specific industries. Some of them were:

• Information Technology Services
• Financial Services
• Construction
• Logistics
• Printing
• Media & Entertainment
• Manufacturing
• Organised Retail
• Architecture

The Testament activated 20 Facilitators for this project, for 25 Working Days. The facilitators were tasked with acquiring business visitors for the trade show by pitching about the value proposition of the trade show. They were trained on the proprietary technology tool of The Testament – ENGAME^®, which gamifies training to better engage the facilitators.

While acquiring business visitors, the facilitators were equipped with Market Acquire app, The Testament’s proprietary technology. While this helped the facilitators to ensure no data was lost in the process of acquisition, the company received constant on ground data in the form of Voice Recorded Pitches, GPS Tracked Location History and On Ground Photographs of the pitch.

The on-ground acquisition process was followed up by a tele-calling drive to all generated leads to increase lead conversion ratio for the client.

Results

• 6000 Visitors acquired in 25 days
• Education Pavilion visited by 15 Schools, 200 Students
• Extensive Brand Awareness

How a tailoring start-up acquired 350 customers on it’s platform, with the help of The Testament^®

Challenge

The organisation in context was a start-up providing tailoring services on demand across the city of Bangalore. As a newly founded start-up, the organisation lacked a large user base. As a part of its growth strategy, the company partnered with The Testament to on board customers on its platform without increasing its own headcount as an organisation.

Solution

The Testament^® deployed 2 facilitators for the customer acquisition drive, who were to conduct the drive across the city of Bangalore. The facilitators were provided training about the value proposition of the service, along with the data points required to register a user on the platform. The customer acquisition process was augmented with The Testament’s proprietary technology- Market Acquire^®. While this helped the facilitators ensure no data was lost in the process of acquisition, the company received constant on ground data in the form of voice recorded pitches, GPS tracked location history and on ground photographs of the pitch.

On ground customer acquisition was followed by a tele-calling drive to solidify the acquisition process for each customer.

Results

• 325 Users on-boarded in 6 days
• Successful Entry in the tailoring services segment
• Clear Insights into its target group

How a carpooling app got 50,000 riders on board its platform with the help of The Testament^®

Challenge

The company in context was a carpooling start-up, which allows users to share their rides with interested users travelling in the same direction. Although the app had a significant user base, there was tremendous potential for growth. The company decided to conduct a market acquisition drive across the country, without increasing organisation headcount, with the help of The Testament®. The target group for the company was intercity riders travelling between various metros of the country such as: Delhi-Chandigarh, Mumbai-Pune etc.

Solution

The Testament® activated 100+ Facilitators for over six months, across 4 cities (Delhi, Gurgaon, Chandigarh and Pune) for this project. The facilitators were trained about the carpooling app, along with the data points required for registering users on the platform. The task was challenging since the acquisition required the facilitators to work during early morning hours along highway junctions, since potential users for carpooling were high in number around these points. The Testament also conducted on-ground acquisition in and around popular junctions like Connaught Place, GTB Nagar, North Campus etc. in Delhi to supplement the drive along highway junctions. Data centres equipped with laptops and internet service were setup at these points (both popular spots and highway junctions) to help drive the user acquisition process. The facilitators were tasked with:

• Educate people regarding the benefits of carpooling
• Demonstrate the features of the app
• Acquire requisite details of the interested retailers for account creation

Results

• 50,000+ genuine user registration on the platform
• RS 10,00,000 increase in potential revenues
• Incisive Insights into its target market

How a trade show organizer reached out to 30,000 students for its Gaming Industry trade show, with the help of The Testament^®

Challenge

With the increase in digital literacy, internet penetration and youth population of the country, the gaming industry is set to grow at a rapid pace. Currently valued at USD 890 million, the Indian Gaming Industry is estimated for the annual growth rate of 14.3 percent with mobile Gaming taking the lead at 71% share. The client in context is an organizer of trade shows in various sectors of the economy, gaming being one of them. The supply side for the gaming industry is met by animators, designers, gaming developers etc. while the demand side is met primarily by the youth population of the country.

Solution

The Testament® took a holistic approach towards creating awareness and generating leads for the event. The omnichannel approach consisted of:

• Social media marketing
• Direct mailing
• Cold Calling
• Establishing tie-ups with institutions

The target group for the event was the college going youth population of Delhi. To effectively target this segment,

The Testament® reached out to:

• 50 colleges in Delhi NCR
• All animation institutes of Delhi

Results

• Connection with 30,000 Students
• Widespread Awareness among its target audience
• Extensive on-ground data providing Insights into target industries