Have you ever wondered what a wonderful art it is to make beautiful statues out of mere boulders? We at iridium Interactive are blessed with the excellent opportunity to help companies build strong online presence from scratch to esteemed heights. Here is one such case study on Bharat Infratech which started off from being an unknown with great ideas and is now everywhere.

The Bharat Group was an emerging player in Real estate, a virtual unknown in the market when they approached us. They wanted to build high-end apartments which were aimed at the upper class and wanted our help in the online medium. This case study is

special because it is the real estate business, the business which is looked down in India and is not valued much in terms of business ethics, in such a situation we had to attract people to come and invest

heavy amounts in high end flats. So we planned a 3-phased strategic website.

At the 1^st phase we created an attractive website and then planned to map it with real estate customer behavior of the high target group.The major

problem with the real estate investments is the fear of investing a large amount of money with little assurance.So our 2^nd job was to maintain transparency which we achieved through webcams

beaming live pictures from the site through which people get to know the work going on with out visiting the work place frequently.

For instance a person staying in LA bought a flat, he no more needs to send his parents all the way to the construction site and see if every thing is going well. He can just sit at his desk,

go through the live webcams and know how the construction work is going on. This makes life simpler reducing all the transaction costs and more over the site offers you 24*7 services. We displayed the work progress in the form of photos and videos and also certificates and permission letters on the

website so as to assure

the customer about the safe running of the construction work. All fine and done, at the 3^rd

phase we designed a customer interaction mission through which the costumer comes to know about his accounts and can immediately question the concerned person in case of any discrepancy.

So all set and done and was a great success, where is iridium Interactiveplaced? We planned for online/offline synchronization which maintains a clear identity across the banners, hoardings and the website. Every banner, hoarding and the website has ii’s web link. The Regal branding offline was reflected in the website to the letter literall. Bharat Infratech project was aimed at the highest class and it was our responsibility to maintain the site in a way that would impress our customers and we are very thank full to Bharat for their meticulous involvement. We learnt so much from them and it will be our internal knowledge now.

Today Bharat Infratech is a great success and we at iridium Interactivetive wish to maintain the good will through continuous online campaign, banner ads and soon we will be starting online public relations’ and media works. With just one banner we could double the visitor

rate, so we wish to achieve greater heights in the near future in partnership with Bharat Infratech. Today Bharat is one very satisfied customer of ours and we wish to extend our relationship to serve them at our best.

The Bharat Group is an emerging player in the real estate sector. It builds high-end apartments targeting the elite section of society. When they approached iridium Interactive (ii), they were still relatively unknown in the market.

Objective

“Land is the only thing in the world worth workin’ for, worth fightin’ for, worth dyin’ for, because it’s the only thing that lasts,” pointed out Gerald O’Hara in ‘Gone with the Wind’ and nowhere is this more obvious than in the booming Indian real estate business. The sector sees a large number of players and stiff competition, so one needs to cut through the clutter and stand out from the crowd. The Bharat Group wanted to build their brand and extend their reach by leveraging the online medium. They were looking at building a strong online presence, all the way from scratch to new heights. For this purpose, they approached Iridium Interactive (ii), which is recognized for its innovative approach to online marketing.

Solution Proposed
Before building the website, ii first studied the target group and its psychology – what makes people buy homes, and what they look for in their home. The results from these brainstorming and ‘insight’ sessions led ii to plan a 3-phased strategic website. In phase 1, we created an attractive website that was mapped to customer behavior of this high-income target group. This meant creating a site as elegant and luxurious as the tastes of the target audience. The site had to be understated and non-aggressive, yet convey all information, and attract and retain interest of the prospective buyer. The major challenge in securing real estate investments is people’s fear of investing a large amount of money with little assurance. To address this, phase 2 was an innovative and enjoyable one that beamed live pictures from the construction site through webcams to people’s computer. Not only did this ensure complete transparency of the process of construction, but (an all-important consideration given today’s traffic situation!), it freed people from the hassle of visiting the site to check on work. Another unusual idea was to display the certificates and permission letters obtained from requisite authorities on the site, to assure customers about safe running of the construction work. For phase 3, we designed a customer interaction mission enabling the customer to check his accounts and question any discrepancies arising with the concerned personnel.

Results

Today Bharat Infratech has built a viable brand name for itself thanks to its innovative website and supporting online marketing campaigns. As a part of Bharat’s online advertising, ii does strategy building, and places ads in leading newspaper and finance portals. We measure the success of these and report back to the Bharat group. In addition, ii also took up offline branding initiatives (displaying banners and hoardings) and integrated these successfully with online marketing efforts to ensure coherence of communication. The Bharat Group has been so pleased with the success of the current campaign that soon online public relations and media activities will also be launched.

About ii
iridium Interactive Limited (ii) specializes in providing online business solutions. With a presence across three continents, it has been at the forefront in integrating strategy, design and technology to build unique and robust user-centric e-business solutions. At ii, a holistic approach is adopted towards complex business problems to arrive at a complete solution. ii’s talented team has worked on a variety of disciplines for a multitude of clients drawn from various industries, and has a number of award-winning works to its credit. ii offers it services in the areas of interactive marketing, web marketing, e-learning, enterprise consulting and web accessibility initiatives.