Objective behind direct marketing

Lead Generation Lead Qualification Establishing and maintaining customer relations Create awareness about the products Secure immediate purchases from the qualified prospects

Safe Water Yatra Campaign

Objective
Create awareness amongst the masses about their water conditions which will help in preventing water borne diseases. Strengthen brand image and company preference. Generate leads for the sales force

Details of the campaign

The Safe Water Yatra will be done in a mobile vehicle which will be equipped with instruments, technology and expertise from a certified Eurochamp, from Eureka Forbes, and a water expert from a certified water labAquaCheck to help determine the water quality of your region and TDS levels of your drinking water. They will conduct live water testing to determine the water quality of your drinking water. The Eurochamp will also suggest which purification technology is best suited for your drinking water.

 This campaign is built around the promise, Eureka Forbes made to all mothers who will now be able to provide their children safe and pure drinking water and ensure total health protection for her family. This campaign will be held in all major cities and towns in India.

Tools to measure effectiveness

Response rate
Response rate (also known as completion rate or return rate) in survey research refers to the number of people who answered the survey divided by the number of people in the sample. It is usually expressed in the form of a percentage. In direct marketing, the response rate refers to the number of people who responded to the offer.

 Conversion Rate =Sales achieved/Number of leads generated

Results Achieved
Response rate of 25% achieved Conversion rate of 22% achieved.

Reference
Miyapuram Ashwin, Sr Divisional Head, Eureka Forbes Ltd. Kunal Hota, PGDM(RM), BIMTECH.