 The Village - Luxury Pool Villas in a Tropical Island Setting
(www.thevillage-coconutisland.com)
Customer Requirement
- “We’re a new property developer in a seriously competitive market, we need to show we’re different and make sure our website gets seen”
- “How are we ever going to compete and get to the top of the search engines?”
- “We’ve got a huge email list to communicate with, but I need to send my newsletter out so we don’t look like spam and I want to see if its being read.
Challenge
- The property development market in Phuket is highly competitive with many luxury developments, established real estate agents and website portals. The developer was new into the market with no existing website to build search engine rankings on.
- The target market was defined but it hadn’t been tested.
- A large budget had been allocated to off line marketing activities such as events and advertising in print media but there was no defined budget for online marketing.
Solution
- We spent time with Coconut Island to make sure we understood the project vision and who they were targeting.
- Taking their brand identity we developed a search engine friendly website carefully highlighting what made their project different and developed extensive content on the project and its location.
- As part of the build process we installed analytics code throughout the site to enable us to understand how the site was performing.
- Extensive keyword analysis was carried out, but we came back to the need to compete on some of the very competitive keywords. Whist progress was being made on the natural search engine listings Coconut Island needed a faster route to the top.
- Pay per click advertising provided the answer and now with budgets in place and a good budget for the target markets in the UK, Hong Kong and Singapore we developed a range of campaigns to test out the most effective keywords and adverts.
- Email marketing is an effective way of communicating but messages need to be carefully developed and from a technical perspective the actual email needs to be correctly structured.
- We worked closely with Coconut Island to build a newsletter campaign and then after sending an initial newsletter to “clean” the database we used our email tool to track newsletter performance.
Results
- The website is now established and despite a difficult economic climate has continued to perform. The natural search engine listings have continually improved.
- As part of the service we track the performance of all online advertising. This has enabled Coconut Island to quickly identify which advertisements are working for them and allocate budget accordingly.
- Coconut Island has invested in Google Adwords and it has enabled them, for relatively little spend, to put themselves directly in front of their target audience in the UK, Hong Kong and Singapore.
The results have been measurable and show the value of pay per click campaigns:
- Over a 3 month period 3779 visits to the website
- Visits resulted in over 150 enquiries via the website
- Email Marketing started as a trial and has developed into an integral part of the Coconut Island marketing plan. Regular newsletters are sent and responses carefully tracked from the moment the email is received through to a sales enquiry on the site.
“i-Marketing Asia simply makes my life easier. I use i-Marketing for virtually all aspects of our online marketing and they always come up with workable solutions. I rely on i-Marketing to be my online specialists and to help me through the maze of options available. They always deliver and are always happy to answer any questions I have, however small.” Jay Walker, Sales & Marketing Director, The Village Coconut Island.
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