Aruna Masala
Aruna Masala Brand Introduction Situated in the bustling industrial area of Baikampady in Mangalore City, Aruna Masalas has provided a range of food products including Direct Spice Powders, Blended Spice Powders, Instant Cooking Mixes, Pickles and Pastes ever since its inception in 1980. Emboldened by their commitment to constantly improve and innovate, Aruna Masalas promise pure and healthy ingredients following the strictest quality standards to ensure that the raw ingredients they use are sourced ethically and hygienically. They proudly serve customers in Karnataka, Maharashtra, Goa, and Kerala, as well as in the Middle East and Australia. Brief Women’s day was coming up. And being a cooking brand, Aruna Masalas were well aware of the sexist tropes against women regarding their roles in a society defined by patriarchal norms. So keeping that in mind, Aruna Malasas wanted to celebrate the role all women play in our society without glorifying their societal oppression. And that’s where we came in! The Strategy The strategy was clear. It was important to highlight women’s role in society, and how the young men with claims to fame and achievements in society always had a woman or a maternal figure beside them for support. But we wanted to show the subtle ways women influence all our lives, even when we’re not paying attention. We came up with a series of three short videos, starting with a young budding culinary enthusiast who makes a dish that is just missing something. A mother’s love, affection, and probably a pinch of salt. Next, we break some stereotypes by showing a young man at the gym struggling with his exercise form, when a female trainer swoops in and gives him a hand and a quick word of advice, helping him reach his fitness goals. Finally, in the third video, an old man is trying to learn how to drive. He struggles at one point, and just then, his partner alongside lends her a hand, a gesture that showcases unrelenting support in trying to find the right way. The Execution Once the creative team and the production team came together to conceptualize, write and storyboard the 3 different ideas, execution began immediately in terms of finalizing the props, locations, and actors. All the actors in the three videos were sourced in-house, and then the production team took over to execute the storyboard concepts complete with visual details. It took us less than three days to film the ads that encapsulated our efforts, our love, respect, and admiration for all the women in our society. View this post on Instagram A post shared by Aruna Masalas (@arunamasalas) View this post on Instagram A post shared by Aruna Masalas (@arunamasalas) View this post on Instagram A post shared by Aruna Masalas (@arunamasalas) The Outcome What we delivered though was a piece of artistic brilliance with a touch of emotion and a pinch of pride to women all over. Aruna Masalas were delighted with the end product as exceeded all expectations and gave them a video to cherish for lifetimes to come. All the actors, the set design, frame positioning and shots were just splendid. This video was but an opportunity – to express our creative magic and display what Alter can accomplish with a just teenie-weenie idea!
Pabbas Ideal Cafe
Pabbas ideal cafe Brand Introduction Pabba’s is an iconic ice cream parlor in Mangalore. It is an outlet of the parent brand Ideal Ice Cream introduced to Mangalore by S Prabhakar Kamath in 1975. Pabba, as Mr.Kamath was fondly known, changed the ice cream scene in Mangalore with iconic ice creams like Gadbad, Tiramisu, Parfait and Dilkush and the legacy has continued even today. Ideal ice cream currently has multiple outlets in Mangalore under Pabba’s Ice Cream Parlour and Pabba’s Ideal Cafe and stands as a popular ice cream and cafe for people of all ages. Brief Pabbas Ideal Cafe has been around for many years, but people have not fully interacted with the page on social media. The client and we wanted to go beyond the traditional awareness of the brand and show our TG that we are on social media as well. Since V-day was around the corner, it was the perfect opportunity to cater to our TG and create content that they would relate with and share with their peers. Strategy Every OG Mangalorean kid has grown up with Pabba’s for all their milestones. Valentine’s day was around the corner, and we wanted to spread love with a twist! We wanted to showcase that young love with the 3 stages of a Mangalore love story – bike rides, romancing at the beach and of course a cute date at Pabbas! We wanted to celebrate and cherish seemingly ordinary moments like a nostalgic trip down memory lane. Something any millennial or 90’s kid would relate to! The Execution We executed a fun ad film that was filmed over 2 days. Everything from props, costumes to our trusty actors were in-house! We chose key locations in Mangalore for the different scenes, and chose nostalgic songs that our audience could connect to! The Conclusion We leveraged on the insights of locals to create a sure shot success video. Pabba’s continues to win people’s hearts to this day, and through this video series we ensures that the page remains engaging, relatable and people centric. This project went on to prove how understanding your TG and turning their experiences and conversations into content is the best way to create impact. View this post on Instagram A post shared by Pabbas | IdealCafe | Pabbas IdealCafe (@pabbasidealcafe_official)
Netra Jyothi
Paramedical institution got 750 leads at only Rs. 370 Cost per lead! Introduction Netra Jyothi college is situated in Udupi, Karnataka. A unit of Prasad Netralaya hospitals, this college offers a variety of courses in the paramedical, optometry and allied health science field. The students going to this college get a variety of benefits ranging from: Internship opportunities, bus facilities, scholarships etc.. However, the college had absolutely no digital presence and they were losing out on many potential admissions. Through paid media, they wanted their courses to be made known to students not just in Udupi but across the state. Challenges Defining target audience The courses offered by the college were for people that had passed the 10th STD. The problem here was that the decision makers for the people of this age group were usually their parents. However, the students belonged to the lower middle class families and their parents were not very active on modern social media. This meant that our ads had to have high value so that the students were sure enough to convince their parents. No way of usual admission process The college got its fair share of admissions by going door-to-door and college-to-college conducting seminars. The pandemic restricted all of these activities and reaching the students digitally was the only way around! Unaware TG for scope of course We had to promote multiple paramedical and allied health science courses that the people were completely unaware about. This was a challenge as we really had to make sure our communication was strong enough to put across the scope of these courses. So, how did we achieve mind-blowing results despite these challenges? Alter Solutions A strategy was put into place after we went through the following: A strategy was put into place after we went through the following: Concluding the communication to the set audience Base analysis on where we stand and drafted milestone on KPI’s Timely analysis and optimization of strategies based on lead quality. . Thorough audience research A team from Alter visited the college to understand who exactly we are talking to. The language, interests and pain points of these students were concluded and all the ads were designed and written based on these analysis. We understood what mattered to these people and what drove them to make decisions. Facebook ads We chose Instagram and Facebook platforms to place our ads as the audience was most active there. The challenge here was targeting based on interests. Unlike the usual MBA / Engineering courses, people were not aware of these courses and hence were not actively looking for them. This meant we had to base our interest targeting on the persona of these people and first make them aware of these courses after which we created an intrigue in them to know more about the courses. Results Admission leads through social media ads. The institution got 750 leads in the year of 2021! Reaching over 5L potential students and parents, 16k thousand clicks and a CPM (Cost per thousand impressions) of Rs. 62, the institution was flooded with enquiries from in and around the city of Udupi. Few cities that got major leads were – Mangalore, Kasaragod, Coorg and Madikeri. All of this with an average of only Rs. 376 per lead! How was this possible? Precise location targeting A combination of Kannada and English ads A combination of story and static ads Detailed information about the course in every creative Addressing the pain points of the audience by informing about – Scholarships and internship opportunities. Conclusion Understand the difference between the influencer and the decision makerThe decision makers might not always be the end customer. Hence you might have two different audience groups for your product/service. One who ends up using it, the other will be who you sell to. Only research and testing can conclude on the right audience. Students are very active on social media, hence paid ads are highly effective for institutionsEvery person above the age of 16 has a mobile phone and with it, several social media apps. No matter the location,language or their class in society, all students show similar behavior when it comes to interaction. With the right research and audience targeting, these behaviors can be taken to our advantage and the ads can be placed and shown to the right people. Be very clear about your value for money and opportunityIn terms of Institutions, advertising has to be very precise since this is regarding the students future and you really need to stand out if you want them to choose your course/your institute. Show the audience what they will gain out of courseIt is important to understand that a student needs to commit a few years of his/her life to the course and the institution. This means the ads have to really get into their minds so that they seriously consider it. Research plays an important role here, we need to really understand their pain points and general expectations.
Apple Ply
Here’s how a plywood company boosted its organic traffic by 1045.36% in just 7 months! Introduction Established 4 decades ago, Apple Plywood is a pioneer plywood manufacturer in the South India region. Apply Ply has grown to become one of the largest and well-positioned as one of India’s long-term manufacturers of allied wood products and is currently offering the widest range of products. Apple Ply enjoys a unique brand identity as the market leader, with offerings that are considered industry benchmarks. AK group’s aspiration is an exemplar in sustainability practices. Furthermore, their production plants in India and abroad have been certified with the coveted ISO 9001:2015 standard demonstrating their adherence to the BIS standards. All of this goes to show that they are focused on “green” quality as the ultimate priority. They are guided by a simple philosophy of adding more value-for-money products and at the same time, improving upon their existing product portfolio through extensive research and customer feedback. Challenge Less Organic TrafficThe website created was a static website with very little information. There was not enough content with relevant keywords used and the pages were not optimized. Was not ranking for relevant keywordsThe pages were not ranking on the SERP as they were not optimized based on the targeted and relevant keywords which lead to low page ranking and domain authority. There was no proper content strategyThe website had no content being published like blogs, product descriptions, etc. The website was slowThe website load time was very high which made it less user-friendly. Having IssuesThe website load time was very high which made it less user-friendly. The website was not optimizedThe website was not optimized with meta tags, descriptions, and keywords on the pages which lowered the ranking. Alter Solutions Since AK Plywood emphasized ranking No. 1 on the SERP, here’s what Alter had done to revamp the website: The SEO team analyzed and conducted a base report which included the issues that needed to be fixed. A wireframe was created ( WORD ) and the URL of the website was structured. Competitor research was conducted and keywords were finalized. From these chosen keywords, the content was generated in the form of blogs, pillar articles, product page optimization, and on-page and off-page optimization. Different pages were optimized based on the relevant keywords to improve the visibility in the SERP. Local SEO strategy was adopted by optimizing Google My Business to be ranked on local searches that are location specific. Blog Funnel was built along with interlinking and external linking. On-page activities like content optimization were conducted. Off-page activities like Q&A answering, Directory Listing, Email Outreach, Blog Promotion, Social Bookmarking, Local Listing, and Guest Posting were conducted in order to generate backlinks. Result The website has been ranking for the 21 relevant keywords used which gives more visibility on Search Engine. Organic Traffic has been increased by 1045.36% Referral Traffic has been increased by 3580%. Top ranking locations as per country are India, United States, China, United Arab Emirates, and Qatar. Keywords targeted for certain pages have a good rank on the SERP. The average keyword ranking position has increased by 7.22%. Conclusion The majority of people have shifted to the online world which is why having an online identity for your business is very important to build credibility and trust. Digital Marketing is one of the cost-efficient and best options to measure ROI if you’re planning to expand your business. Having a proper Digital Marketing strategy will help you stay ahead of the competition and reduce your risk of marketing channel saturation. Structured approach to your marketing strategy will help you give long lasting results, rather than just having assets in place without connecting them to each other.
Tesor World
Here’s How A Home Decor Store Increased Its Organic Traffic By 258% Introduction Tesor World is one of many manufacturers that sell appealing home décor and furnishings. It is one of Bangalore’s leading home decor retailers, seeking to provide a wide range of carefully crafted, high-quality products. Tesor World distinguishes itself from the competition by offering a diverse range of exquisite home décor products made by artisans from across India. From handcrafted ceramics to ornamental decors such as canvas paintings and metallic wall art 一 They have it all. Challenge No relevant keywords and Organic traffic to the websiteThe website created by Tesor was a static website with minimum information. They were not getting relevant traffic and were ranking on random keywords since the website and its content was not optimized with the relevant and specific keywords. The website was not user friendlyAlong with the website, it wasn’t mobile-friendly as well. The load time of the website was high. Their site was having a lot of technical issues, security hacks and injections every now and then. Visibility on SERP was lowPages were not ranking on the SERP as they were not optimized based on the targeted keywords which lead to low page and domain authority. Alter Solutions Since Tesor emphasized on wanting to rank on the first page of the SERP for relevant niche keywords and having a secure website, here is how we did the website revamp: The SEO team analyzed and conducted a base report which included the issues that needed to be fixed. A wireframe was created ( WORD ) and the URL of the website was structured. The website was created on WordPress and linked to Shopify (Conversion to E-Commerce website) along with activation of chat mode and social media. Competitor research was conducted and keywords were finalized based on Primary, Secondary and tertiary. From these chosen keywords, content was generated in the form of blogs, pillar articles, product page optimization and on-page and off-page optimization. Different pages were created and categorized based on Product and service. These pages were optimized based on the relevant keywords to improve the visibility in the SERP. Local SEO strategy was adopted by optimising Google My Business to be ranked on local searches that are location specific. Blog Funnel was built along with interlinking and external linking. On – page activities like content optimization Off – page activities like Q&A answering, Directory Listing, Email Outreach, Blog Promotion, Social Bookmarking, Local Listing and Guest Posting was conducted inorder to generate backlinks. Result The website has been ranking for the relevant keywords used which gave more visibility on Google.The Page Authority and Domain Authority has been increased by 11% and 32% respectively. After revamping the website, the Organic Traffic has increased by 258.22% from the last 2 years. Referral Traffic has increased by 396.41%. Top three ranking locations as per cities are Bangalore, Mangalore and Mumbai. Top ranking locations as per state are Karnataka, Maharashtra, Kerala, Tamil Nadu and New Delhi. 9 keywords that are targeted are ranking on the first page of the SERP (Search Engine Ranking Page). Conclusion Majority of people have shifted to the online world which is why having an online identity for your business is very important to build credibility and trust. Digital Marketing is one of the cost-efficient and best options to measure ROI if you’re planning to expand your business. Having a proper Digital Marketing strategy will help you stay ahead of the competition and reduce your risk of marketing channel saturation. Structured approach to your marketing strategy will help you give long lasting results, rather than just having assets in place without connecting them to each other.
MIFSE
2000 admission enquiries with a spend of just 1L in 4 months! Introduction Mangalore Institute of Fire and Safety Engineering (MIFSE) is a pioneer institute of Fire and Safety Education in India.The Institution was awarded prestigious “Indian Education Excellence award” in 2014 as a No.1 institution for safety courses in India. It is also affiliated to some of the leading universities in India which have been accredited with grade by the National Assessment Accreditation Council. Their branches include Mangalore, Bangalore- Malleshwaram and Banshankari, Udupi, Shimoga, Davangere, Hubli, Belgaum, Hospet, Tumkur, Mysore They offer Diploma, P.G Diploma, Advance Diploma, BBA, NSDC courses and international courses. Challenges The courses were unique and people were unaware of the scope The courses offered by the college were not the ones that one would generally opt for. The institution faced a lot of problems due to the pandemic. People were either not thinking about future education or were opting for courses they thought had the most potential. It was a challenge to market these courses in such a way that people would want to choose them over all other mainstream courses. The pandemic restricted all their usual sources of admissions There was no way to conduct programs and awareness as the institution would usually do. The only way to reach their audience was through digital means! They needed to have a digital presence MIFSE is a well renowned institution. Even then, their digital presence was very minimal. They had no idea where their audience spends time and what interests they had. Their social media channels also had minimal engagement. Alter Solutions A strategy was put into place after we went through the following: Before we commencing the work, we do start with audit to understand following things, Understanding the market and defining a target audience Concluding the value offer to be communicated Base analysis on where we stand and drafted milestone on KPI’s Drafted the integrated marketing strategy which is aligned with our KPI of brand expansion, lead generation with proven ROI. Research on market and strategy In this case, there was more of a challenge to make people move away from choosing the 2 -3 common courses. Our strategy simply involved picking our most effective benefit and putting it across in the most attractive way. We narrowed down the persona and the fact that these people want a course that guarantees jobs, is short and interesting. Our course gave them all 3. Facebook ads Ads were run on Facebook and Instagram platforms after thorough research was done on the target. They fell in the age group of 18-24 and this group is very active on both the platforms. Further, we pinpointed the target audience to those people who spoke kannada only. This was concluded after an A/B test was done between english and kannada ad creatives. Results Admission leads through social media ads. A total of 19 ads ran in the duration of 4 months. The objective of all these ads was lead generation. Ads were directed towards people who were looking for unique career opportunities. We also concluded that kannada ads worked best for this brand. Here are some highlights from our journey with MIFSE! – We managed to get 1,831 leads at an average cost of just Rs. 54.61! – This means at an average there were about 15 leads per day for 4 months! – Managed to get over 17L impressions at an average CPM of just Rs. 56 – There were about 20,339 clicks with only Rs. 4.9 per click The impact The strategies developed by the marketing team worked wonders for the brand! The leads were not just high in number but also in quality. We made sure that the ads had to-the-point communication and only spoke about the value it had to offer to the audience! This is what led to incredible results in a very short time! Conclusion Don’t leave out any way to reach your audience People consume information from so many sources. It is crucial you pick out the places most relevant to your audience and keep showing them your advertisements so that they do not forget you! Make sure people know the value you have to offerNo matter how good your product/service is, people will not opt for it until they see a real value in it for them. So, tell them WHY exactly your product/service is the one they should choose among the multiple other options they might have. Cater to your audience!Take time to understand your audience properly. It is most crucial in marketing. Best of the best plans fail when the audience set is not right! Who is your audience? What age group do they fall under? Where do these people spend most of their time? What are their interests and pain points? These are a few of the questions you need to keep in mind while strategizing. Messaging is key!In today’s digital world, people do not have the time to give their complete concentration to every ad they come across. If it does not catch their attention in the first few seconds.. You lost them! Therefore, communication and messaging become crucial. Give them something that they simply can’t scroll past!
Prasad Netralya
Prasad Netralaya The Client Prasad Netralaya is a well-established multispecialty eye hospital located in Mangalore and Udupi. It has been delivering high-quality eye care and low-vision treatments since 2002. Over the years, it has expanded and established a variety of clinics for different eye conditions, including glaucoma, cataracts, myopia, squint alignments, and many more. It also has specialist teams with access to the most modern equipment and research facilities. This contributes to it being the top eye care facility in Karnataka’s coastal region. Brief A social media creative post was requested by the client for Father’s Day. The requirements were simple. The client wanted a relatable video with a discreet brand placement that captured what it’s like to be a father. The Strategy Being a father is about providing love, support, and guidance to his children. Our Inbox productions team realised this was an overused idea that many brands used to base their creatives on. Hence, to give it a fresh concept, our team decided to showcase the love and concern a father has for his children while also accentuating the duty of the children to give back this love and concern. The plan was to create a post that showcased a loving father-daughter relationship. One where the father dotes on his daughter about her safety and health, however, neglects his own. This will give way to the concept that it’s time for fathers to let their children take care of them for a change. The Execution From brainstorming to shooting and editing, the video took 4 days to complete. On the first day, the team brainstormed ideas and came up with three distinct types of shoots. We integrated all three to create a shot list and one shoot storyboard. Day 2 and 3 were dedicated to shooting all the scenes that were finalised and getting the dialogues and voice overs on tape. And on the final day, the editing was wrapped up, and the creative was sent for approval. Although the team faced challenges in perfecting the Kannada narration and diction, we powered through to stick to the proposed deadline and wound up the project on time. WATCH and let us know what you think! View this post on Instagram A post shared by Prasad Netralaya (@prasadnetralaya) Conclusion Vision problems are a common issue that is faced by all the elderly. Through this creative, we could help integrate fatherhood and vision health to create the perfect post for Prasad Netralaya. The video was received as a heartfelt reminder for all children about the sacrifices their fathers make for them.
Gokuldham
How can Digital Marketing help your Real Estate business? Introduction Gokuldham by Nirmaan Homes is one of the most well known residential apartment projects in Mangalore. This project has all the features that are needed for a perfect living experience. People who are looking to buy apartments will find this an attractive proposition because it is located at Mannagudda which is one of the most sought after residential localities of Managlore. Challenges Lack of Digital Presence As this was a relatively new project, there was almost zero awareness about it. Offline/traditional advertisements were not a good option As the world was hit by the Covid-19 pandemic, people avoided stepping out of their homes, hence banners weren’t very effective. People even cancelled their daily newspaper subscriptions which meant that newspaper ads were also going unnoticed. Due to covid, the number of enquiries had dipped drastically Due to the pandemic, the sales process was very low with almost no enquiries happening. Alter Solutions The challenges above had to be tackled in a smart way and this is what Alter did. We tapped the right corner of the market and generated exceptional results. Our marketing effort was aligned towards spreading awareness and acquiring quality leads. Market research: We carried out a thorough market research to learn about the potential customers among the audience, so we could target them specifically to get potential leads. Social media ads on Instagram and Facebook: With the information we gathered from our market research, we set up ads for a very niche audience to avoid our ads from reaching non relevant audiences. We also kept optimising our targeting on the platform according to the feedback we received from the client’s sales team. The impact Given below are the results that we achieved:- Generated 275 leads through social media ads in a span of 39 days with a total budget of Rs.15,000 152 of the 275 leads were of good quality. The average cost per lead was Rs.60 Created a good brand recall which led to further word of mouth referrals. Conclusion It is a very common notion that customers for real estate projects can not be found online, but no matter what your niche is, your customers are present here. Therefore, establishing your presence online creates more awareness and hence increases the chances of you acquiring leads of good quality. Since social media marketing allows us to specifically reach out to our potential customers, the money invested in marketing is spent a lot more efficiently when compared to other offline marketing options. Having more sources for lead generation reduces your risk of marketing channel saturation due to competition or natural causes as mentioned above.
Mastercare
Mastercare Invisible teeth aligners by Dr. Dhiraj’s dental clinic is the first aligner in Mangalore.
Ideal
Ideal Ice Cream was launching a “Taste Test”, where lucky Ideal fans would get the golden opportunity to test the new mystery flavour.