Overview
Tabaal, a product of Rheintal Logistics Pvt Ltd, is a single stop solution to businesses & consumers who use Courier, Express & Parcel services. The client believes in the transformation power of Digital Supply Chain. Tabaal is a courier service provider aggregator platform that is simple to use with transparent pricing, reducing the overall costs to the consumers.
“Tabaal” in Tamil language means “post”
The Goal
Tabaal, a digital startup in the Courier & Parcel Service space. It wanted to spread the awareness of it’s digital platform, powerfully position it’s brand, increase the daily bookings, and ramp up it’s customer base.
The Challenge
Though Tabaal has a path-breaking platform that serves potent demand, it faced the challenges of any typical startup.
Brand Visibility – Tabaal is a new name & was not known amidst it’s target customers who if come to know, can easily use it’s services & save money
Limited Budgets – Being a startup, Tabaal had limited budgets on marketing that had to be spent more for sales than brand building
Revenue Driven – Tabaal just few months into operation has to ramp up it’s cash inflows to support & sustain its operations.
The Approach
Pixel Studios was engaged by the client to take up the Digital Marketing of Tabaal. The budgets were tight, which can see enhancement only on increase in revenue. Understanding the constraints of a startup, we set to work this out along with client’s support. Our boiled down to below 3 focus areas.
Focus Areas for Tabaal
- Tabaal has to quickly establish itself in the market as a cost-saving aggregator of courier service
- The message has to reach
- Those with immediate need of courier services to enable trial bookings
- Those who use courier services (esp bulk ones) on a frequent basis
- Lead generation has to be given top priority along with efforts to build visibility & brand building
The Delivery
Search Engine Optimisation ( SEO )
One of the key aspects of seo services is the choice of keywords or key phrases. The keywords and key phrases help the website to show-up, upon search by users. We realised that Tabaal required a different strategy on the keyword selection that can generate leads quickly than long term organic traffic.
We decided to use “Long Tail Keywords”, which has more words / phrases that are specifically used by visitors who are most likely closer to point-of-purchase. Out of many keywords we worked on, the following buying-intent keywords worked well as they got optimised faster than regular ones & generated more traffic & leads.
Through the SEO activities, we increased the overall traffic by 120%, organic traffic by 300% and search engine visibility by 400%
Social Media Management & Optimisation
We chose facebook & instagram to promote Tabaal & it’s services, as the audience mapped to our target profile. We also needed the in-depth profiling tools to narrow down our focus & reach with precision. We took efforts to build Brand Awareness as well Lead Generation.
Brand Awareness Campaign
Tabaal needed an introduction followed by visibility and brand recall. We worked on posts that will establish what Tabaal is & what it can offer. Below are some of the sample creative & messages.
The visuals were eye-catching & consistent. The posts had carton boxes of various sizes & maintained colour consistency. The posts were repeated multiple times, increasing the visibility especially to those who were consuming it.
Results : Through brand awareness campaigns, we increased the reach by 5 times, and brand recall by 3 times.
Lead Generation Campaigns
As we picked up on the Brand Awareness Campaign, we quickly switched to Lead Generation Campaigns. The target group was carefully selected based on geography, behaviour as well as those who responded to earlier posts & their likes.
Not very often we use the word, “cheap”, but for Tabaal to catch the attention, we used it drive the message – ‘Cheapest Courier Partner’. We showcased the delivery boy wearing the mask, considering the pandemic, with our brand icon, a carton box. All posts carried clear Call To Action to get quote ( rather than book now )
We created occasion specific posts to bring an emotional appeal to the brand as well as position coupon codes & offers. The below one is for Raksha Bandhan with a message of gifting their sibling.
A post for Diwali was aimed at bulk courier service users with a coupon code.
Targeting
The ads were targeted at small-time business Owners, E-commerce owners, page admins of E-Commerce Brands, and Insta sellers.
Inbox Management
As our ads started to pick up the pace, we got numerous comments. Coordinating with client, we started responding to them faster to keep up their interest levels & turn them into bookings. We posted creatives consistently for weeks as the brand worked it’s way up the social ladder with enquiries pouring in as comments & emails.
Through Lead generation campaigns we ran for 6 months, we were able to get over 6,500 qualified leads, which generated 5X Revenue for our client. Our cost per lead worked out to less than Rs. 19/- while the industry average was Rs. 70/- per lead.
Final Result
By the end of almost a year, we could see our efforts culminated into something huge. Tabaal got recognition amongst its target group resulting in a steady flow of leads. It’s been a learning experience to arrive at appropriate strategies & back it up with efforts. Happy clients make an agency happy!
