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Godrej Properties launches on-ground marketing initiatives for customer connect

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KOLKATA: With an aim to stay connected with clients after they buy their home, Godrej Properties Ltd (GPL), the real estate arm of the Godrej Group, is reaching out to its customers through various innovative on ground brand activations and sponsoring shows that are in synergy with the company’s broad engagement objectives.

The company has introduced numerous customised consumer engagement programs to connect with customers from various backgrounds, cultures, demographics and regions. In its quest to enhance brand recall, Godrej Properties has defined few platforms, which they will associate themselves with like golf, theatre, and art, music, corporate engagement and use these mediums to reach out to their audiences.

“The company will continue to foray into these spaces across cities and associate itself with key events based on these –initiatives,” said Godrej Properties EVP - marketing & sales Girish Shah told Indiantelevision.com.

“We regularly invite customers with their families to various events, movie premiers, theatre plays and create multiple platforms to engage with customers. This goes a long way in cementing the bond of trust that Godrej Properties as a brand has built over the years with its customers,” he added.

GPL operates in both residential and commercial segments and has customers from both these segments. “The company has a two pronged approach to cater to its different set of customers, which helps in providing all our customers a more personalized experience,” he said.

GPL has an annual golf property called the Godrej Properties Golf Challenge with multi- city chapters and an international finale in Bangkok. Some of the notable participants last year included Aditya Puri from HDFC Bank Ltd, Vijay Chauhan from Parle Foods, and Harsh Mariwala from Marico.

Similarly, to reach out to its corporate customers, GPL associates with relevant business award functions, conferences and forums, which set a platform to increase customer engagement in the commercial space, Shah said, when asked about how the company connects with corporate clients.

“Our on-ground events footage and extension is carried across different media promotion like radio spots and social media for force multiplier effect – there are on-ground and online contests, contests on radio, posts on YouTube and Facebook amongst others,” he said.

Even at the event, there is a high level of engagement with consumers. A kiosk is placed with a GPL sales person who interacts with consumers. On-the-spot contests are also held, where the winner gets a gift hamper.

“We build relations with our customers and channel partners by inviting them to theatre events/movie premiers etc with their family – a small gesture that goes a long way in building relations,” he added.

As was reported by Indiantelevision.com earlier, in view of the evolving digital scenario, the way people search and research for property has changed and GPL has taken steps to keep in touch with its customers. The company aims to fully integrate offline events with social media through apps connected to all its channels.

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