Pathfinfer Whatsapp Marketing

The above logo doesn’t really need an introduction. As of August 2020, the WhatsApp mobile app has more than 5 Billion Downloads while the population of the world stands at 7.8 Billion. 

Let that sink in for a moment. 

The King of Konnectivity 

The instant messenger app took the world by storm and single-handedly changed the way the world communicates.  

WhatsApp with is simple UI, instant connectivity, minimal data requirement and large user-base penetrated the Indian sub-continent successfully and was accepted whole-heartedly. 

Needless to say, as of today, marketers across the world use WhatsApp to create a sales-funnel. However, cracking the WhatsApp marketing is a hard shell, not many have been successful at 

 WhatsApp the tough-nut 

Given its very personal nature, WhatsApp is a tool which is to be used with a lot of caution 

The attached image is an example of how a Kolkata based restaurant is using it’s customer database to maintain top of the mind recall. 

Pathfinder Integration – WhatsApp only approach 

 In November 2019, a conscious decision was taken by the team to push the sale of a low value product for Pathfinder – the Board mock-test 

Personalization 

Data of parents of 10th & 12th standard was collected. 

This data was then segmented board-wise 

Board-specific customized content slowly started getting pushed via WhatsApp to these parents 

Breaking the norm 

Previously, the sale process for the Mocktest program involved multiple cold-calls and even physical interactions, mounting to a turnaround time of more than 15 days and close to 30 minutes of pre-meeting time period 

However, with the WhatsApp marketing plan, the turnaround time was reduced to a total cumulative time of under 10 minutes with a maximum of 3 – 4 chats 

FOMO effect 

In the initial communication via WhatsApp, an offer was presented to the parents that upon registering for the mocktest within one week of receiving the WhatsApp message, a discount of 50% would be given on the price. 

In conclusion 

 As a result, a record response was attained with a low cost-per-customer accusation.

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