TVS XL: Tapping the Rural Market for Sales On Digital

Targeting the rural market through digital content…sounds strange? Well, you’ll be surprised at the response we got from our rural outreach campaign for TVS XL, a brand that has a massive userbase in Tier 2, Tier 3 and rural markets.

  • 44 %
    in test-rides
  • 84 %
    in Sales Qualified Leads
  • 42 %
    COA optimized
objective :

TVS XL wanted to increase the number of walk-ins to their dealership for test rides in the rural market.

challenges
  • Low visibility and click-through rate from all digital communication channels, with Share of Voice below 12% in search and CTR less than 1%.

  • The already sparse online traffic generated minimal engagement and hardly any conversion.

  • Lack of real-time quality assessment of leads caused increased cost per qualified lead and often inaccurate targeting.

result

The turnaround in both the engagement and the sales hit the roof! We increased the traffic from the targeted rural and tier 2 & 3 markets by an average of around 262% in the first 3 months! But even greater than that was the fact that we caused a spike in the sales from qualified leads in these markets by 84%, month on month.

As per the brand goals, the campaign increased the test-ride walk-ins by 44% while the Creative Outdoor Advertising (COA) got optimized by 42%.

Now, that’s what you call a smooth ride.

our approach

At Newgen, we take pride in customising campaigns to suit both the brand’s offering and the users’ requirements. It was with this clear intent that we crafted the communication and campaign for TVS XL.

  • Going Local Based on audience insights, we created a series of vernacular communication to influence the various micro-moments of customers. We then built in relevant branded communication relating to specs, pricing, mileage, and many more accordingly. This resulted in increasing the share of voice by 2x in 3 months.

  • Persona-Based Approach We used custom landing pages, rich media & interactive content in the consumer’s local language with varying calls-to-action. Along with capitalising on the consumer’s moments, this led to an increase in weekly leads by 18%. We used various formats like social media lead forms, landing pages/website lead forms, missed call leads, etc. to translate engagement into conversion.

  • CRM & Dealer Management Integration We built a seamless integration of the lead management system, Customer Relationship Management (CRM) and dealer management system to get real-time visibility of the leads status to pursue persona-based content marketing automation.

  • Performance Marketing Metrics In order to gauge and track the engagement, we set performance metric goals across SEM, Facebook, Instagram, YouTube, GDN and other content marketing platforms. This led to an increase in engagement by an average of 12%.

result

The turnaround in both the engagement and the sales hit the roof! We increased the traffic from the targeted rural and tier 2 & 3 markets by an average of around 262% in the first 3 months! But even greater than that was the fact that we caused a spike in the sales from qualified leads in these markets by 84%, month on month.

As per the brand goals, the campaign increased the test-ride walk-ins by 44% while the Creative Outdoor Advertising (COA) got optimized by 42%.

Now, that’s what you call a smooth ride.