Marketing Tales with Advit Sahdev

In 2018, I was helping a brand in the toughest of all markets - Real Estate. The market was down in the dumps and buyers were taking a very long time to convert. On top of this, the sales teams were getting frustrated and everyone was thinking of changing job profiles. In that crisis, a simple hack turned the game around, a hidden data strategy which solved the biggest pain point and delivered 3X sales. This is the story about that 3X sales breakthrough.  Learn about the behind-the-scenes story in this episode, and if you have questions, would be happy to answer in comments :) #GrowthHack #MarketingTales

Do you want to undersand the future of marketing?

2.5 years back, a luxury jewellery brand was doing well, but struggling to really scale as they had reached a plateau.

In 2012, one of the largest and most popular mobile brands in India had a big uphill task. They had to increase last year's sales figures by 3x, and still sell their products at a premium. 

Online was the only way, but the online consumer was not used to buy expensive items on the web, remember it was 2012. There were issues with consumer mindset, with trust on online payment methods, with lack of blind faith on brand and we had to figure out a way to overcome it. 

A hybrid approach of localising the sales flow and unautomation led to achieving the results. This is the story of how un-automation grew conversion rate by 4X! 

Learn about the behind-the-scenes story in this episode, and if you have questions, would be happy to answer in comments :) #GrowthHack #MarketingTales

In 2016, a leading brand was struggling to create profitable stores. The cost of real estate wasn't decreasing and customers wanted cheaper products and discounts. Online sales was the only option, but they had no digital customer base. 

There was huge competition in the online world and getting new customers was not at all easy. This is the time when we had to get our existing customers to help. Getting referrals is not easy and this is when we hacked the offline world with an online method. Learn about the behind-the-scenes story in this episode, and if you have questions, would be happy to answer in comments :) #GrowthHack #MarketingTales

Few years back, a first time political leader was contesting elections. He had big plans and great ambitions, but lacked experience. He was competing with much more experienced candidates and that made it even more difficult. He knew he could do well, and if he won, he was set to be the next CM! The challenge for us was to win, failure was not an option.

In early 2012, one of the leading FMCG brand was doing very well in India. It was one of the most quirky brands with extremely loyal following on Social media. It had one big challenge though. It had reached the upper limits of the market and didn't know what to do next. The challenge was to create an international market for the brand, and since this was not supported by the product team, this was purely a marketing team initiative. We had no budget, no new products and no management support.

Eighteen months back, one of the top luxury real estate sellers had a new challenge. They were not only coming up with a new project, but entering a whole new market where no one had heard about them. Selling real estate since demonitisation hasn't been easy and that too, the luxury segment was a herculean task! Everyone was struggling to sell houses and it took months to close even a single deal.

Six years ago, the eCommerce market was extremely saturated (holds true even today!) and every brand out there was just copying international brands or each other.

There was absolutely no novelty, no trade secrets, no head-starts, and nothing which gave anyone an edge.

In such a world, the challenge was to get a competitive edge and not just retain but drive customer loyalty and make them transact again and again.

The B2C game is all about repeat sales and LifeTime Value and this is the time when we decided to set up a Marketing Lab where we would conduct hundreds of experiments.

This is the story of just one successful experiment which debunked all mindless Pricing "templates". Learn about the behind-the-scenes story in this episode, and if you have questions, would be happy to answer in comments :) #GrowthHack #MarketingTales

Results

Average daily numbers Pre-pricing change

Active Email base for Daily deals - 3,500,000

Open Rate - 9%

Click Rate - 8%

Purchase Rate - 1%

Purchase numbers - 756

Average daily number Post-Pricing change

Active Email base for Daily deals - 3,500,000

Open Rate - 9%

Click Rate - 8%

Purchase Rate - 3%

Purchase numbers - 2250

In 2015, an eCommerce brand I was helping had an immediate challenge.. they were selling over a million products and headed towards a mega-exit and thus had to show " profitability and growth" in just a few weeks!

Imagine the competitive landscape of eCommerce where companies were just ready to pour in as much money as they could, just to acquire customers.

Now imagine, that this task had to be accomplished not just in a year, not just in 6 months, but in a few weeks. After lots of brainstorming sessions, it was obvious that we had to do something that had never been done before & boy did we just pull it off!

This is the story about how this massive feat was pulled off! Learn about the behind-the-scenes story in this episode, and if you have questions, would be happy to answer in comments :) #GrowthHack #MarketingTales