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 on the Personal Care Industry organised a trade show with 1000 businesses, with the help of The Testament^®.

Challenge

The market size of India’s beauty, cosmetic and grooming market will reach $20 billion by 2025 from the current $ 6.5 billion on the back of rise in disposable income of middle class and growing aspirations of people to live good life and look good, as per Assocham. The client in context is one of the largest trade show organizers in Asia, and organizes an annual trade show on the Personal Care Industry in the capital of the country. In order to acquire visitors for the event, the client partnered with The Testament® to conduct an on-ground visitor acquisition drive across 4 cities of Delhi, Jaipur, Chandigarh and Baddi.

Solution

The Testament^® activated 10 Faciliataors to work for 20 Days totalling in 200 Man days. The target business segment was broken down into the following components:

Delhi

• 6 Marketing Facilitators
• 14 working days
• 730 businesses acquired

Jaipur, Chandigarh, Baddi

• 2 Marketing Facilitators
• 5 working days
• 270 businesses acquired

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

• 1000 visitors acquired in 20 days
• Sold Out trade show
• Regional On Ground Data for future trade shows