a2dominion Group - Phoenix Property Marketing & Smart Media Analysis

Overview

The a2dominion property group provides and manages over 33,000 affordable homes across London and southern England. The company is using Mobile as a key marketing and sales channel across a wide range of projects. For the new PHOENIX development a mobile response and targeted push marketing was created, with additional support from email marketing.

Objectives

Generate more response from the existing advertising budget. Ensure leads are always captured, stored and followed up reliably. Reach existing targets quicker and more efficiently. Identify which media generate best response. Optimise the target contact lists across mobile and email channels. Confirm viewings to reduce no-shows.

Details

The keywords and shortcode are placed as a call to action in all advertisements and on hoardings. Unique keywords are used across different media to enable analysis of response by channel and ad. Prospects are instantly informed about property details by response SMS and a dynamic mobile internet site providing images and video. Responders can optionally request the full PDF brochure by providing their email adress via SMS or the Mobile Site. The in-house marketing and sales staff are informed via email alerts when a new lead has been generated for direct follow up.

A series of outbound SMS and Email push campaigns target the existing lead lists to generate additional awareness and action. Working closely with the client, the KODIME team creates time-sensitive campaigns that use advanced CRM segmentation and behaviroural data to identify the most promising prospects.

The marketing and sales team use personalised SMS reminders to confirm individual viewings.

The built-in Smart Media Analysis reports on response rates across different channels, thus enabling the client to better understand the impact of the advertising and media plan.

Product version

The PHOENIX campaign is powered by PROPtxt 2.0 and the additional Email campaign by the KOMAILER solution.

Components used

SMS messaging, Mobile Internet Site, Email Marketing, Smart Media Analysis, mCRM, Brochure request.

Results

The mobile campaign is achieving open rates of up to 95%, the email campaign up to 37% open rate and 43% click through rate. More than 10.000 contacts have been profiled and segmented, and more than 1.000 email and mobile contact details updated. Attendance at viewings is up, and no-shows have been substantially reduced.