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Case Study - Large Corporate House - Insurance Sector
Company Profile
The corporate house is into insurance, mutual funds, and all the BFSI products.
The company have over 6.5 lakhs agents for various products and is scattered all over India.
They speak different languages and stay in cosmopolitan cities to rural areas.
When a new product is launched the agents are dependent on the advertisement run by the company. The people see these advertisements and look out for the product to purchase. Some of the older agents have their own set of clientele where they sell or are dependent on the word of mouth.
Market Approach - Pre Pandemic
Regular meetings to understand the products and drive them for sales
Products were driven by monthly, quarterly, half-yearly, and annual meetings
A big chunk of the marketing budget spent on these meetings
Agents market themselves by patterning up with shops and offices
Mobile numbers were put where there was a high footfall
It included roadside shops like paan-wallas, tea vendors, roadside haircut, and photocopy shops
This helped agents in `word of mouth publicity
Marketing Approach - Post and During Pandemic
Keep a distance and contactless approach
Meetings only through Video Chats
Digital-only marketing collaterals
Enable dealers to new age marketing
Educate agents for social media marketing
Give agents tools to market themselves with the product
Provide agents with marketing content in their regional languages
The Solution - VidyBack Mobile App
A social media ready app
Make social media collaterals like .pdf files, Videos, and Posts
All collaterals are made in less than a minute
Easy to use interface for agents who are newbies
No education or qualification required
VidyBack converts content into 20 languages
Agents can put their own phone numbers and personalize
No need to print expensive catalogs
You save meeting budgets
All agents can be contacted through this app in one go
The brand gets entry into the social media accounts of all agents
Contactless Delivery of marketing collaterals to all customers
The Gap
Less penetration in rural areas
No social media approach
Advertisement content is not suitable for all languages
No personalization is available for agents and channel partners on advertisement collaterals
Heavy dependency on catalogs and pamphlets
Visual media was only TVC’s
Market Approach - Pre Pandemic
Regular meetings to understand the products and drive them for sales
Products were driven by monthly, quarterly, half-yearly, and annual meetings
A big chunk of the marketing budget spent on these meetings
Agents market themselves by patterning up with shops and offices
Mobile numbers were put where there was a high footfall
It included roadside shops like paan-wallas, tea vendors, roadside haircut, and photocopy shops
This helped agents in `word of mouth publicity
Marketing Approach - Post and During Pandemic
Keep a distance and contactless approach
Meetings only through Video Chats
Digital-only marketing collaterals
Enable dealers to new age marketing
Educate agents for social media marketing
Give agents tools to market themselves with the product
Provide agents with marketing content in their regional languages
The Solution - VidyBack Mobile App
A social media ready app
Make social media collaterals like .pdf files, Videos, and Posts
All collaterals are made in less than a minute
Easy to use interface for agents who are newbies
No education or qualification required
VidyBack converts content into 20 languages
Agents can put their own phone numbers and personalize
No need to print expensive catalogs
You save meeting budgets
All agents can be contacted through this app in one go
The brand gets entry into the social media accounts of all agents
Contactless Delivery of marketing collaterals to all customers
The Gap
Less penetration in rural areas
No social media approach
Advertisement content is not suitable for all languages
No personalization is available for agents and channel partners on advertisement collaterals
Heavy dependency on catalogs and pamphlets
Visual media was only TVC’s
Chart
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