Let’s Understand

How we can use marketing for DMI Housing Finance.

 INDEX

1 BRAND & COMMUNICATION

(INTERNAL AND EXTERNAL BRANDING)

2 DIGITAL STRATEGY
(Social Media, Google my business, Influencer Marketing, ORM,
Website & Search engine optimization )

3 DIGITAL MEDIA PLAN

(Audience target, Social media ads, Leads Generation, Referral page)

4 OFFLINE MARKETING
(No-Parking board, Van, Auto, Canopy & Hoarding)
 BRAND
COMMUNICATION
 INTERNAL COMMUNICATION

Objective: 

• Internal Communication is essential for engaging and keeping everyone focused on the company’s goal and vision

Strategy: 

• Regular communication regarding the company's performance/important achievements /milestones can keep
employees informed and keep their enthusiasm high.

• Contests and their performance/Results communication in a fun way can encourage employees to do more and be
in the limelight

• Monthly milestones/targets communication in a fun creative with some encouraging thoughts can be more
encouraging.

• Once in a while, Video communication from branch employees highlighting the company's performance and some
motivation can keep the team going
 EXTERNAL C0MMUNICATION

Objective: 

• Is to make a larger set aware about us and our offerings, build on their aspirations for new, or better, houses,
business expansion for growth and Convert a subset of the above into active loan seekers

Strategy: 

 Consistent branding in all the branches is required to match the corporate identity and its design should be derived
from that identity – Sign boards, Standees’ window/door creatives, and overall look and feel.
 A branch is an important tool for conveying an organization’s image and promotional messages to the customers
 Posters/Danglers/Collateral/Customer review posters can help us convey the message better.
 End to End loan journey (Application to Disbursal) communication (forms, loan kit, disbursal letter) to customers
with a consistent look and feel, and content tone can help us create a brand identity and a better brand recall.
 After disbursal communication in form of customized SMS, WhatsApp, and Emailers (transactional, festive,
personal wishes) can help create brand engagement and loyalty
BRANCH POSTER & DANGLER (Example)
Digital Strategy
 SOCIAL MEDIA PLAN

⮚ Social is the face of the company, today in the digital age, for a consumer-centric company an active social media is
must.

⮚ More over with growing penetration of social media in our target business areas, being actively present on these
channels is must for DMI.

⮚ Social media has a huge potential to generate leads and create brand awareness about DMI.

⮚ Facebook & Instagram remarketing tool can help to Re -Target people who have visited DMI Website or engaged
with any DMI ads.

⮚ Facebook & Instagram interest targeting can also help to target users interested in Home loans, Loans etc.

⮚ LinkedIn: We will leverage this platform to attract good talent by promoting our post to outside audiences

⮚ Apart from twitter specific version of our posts we also look to increase our follower-base and engagement.
 Social Media Growth Planning
Content Marketing:
⮚ Storytelling (Emotional content, User story, etc.)
⮚ Video content focused on user needs like concept videos, trending topics, Customer photos,
Loan benefits, etc.
⮚ Post for new scheme, company milestones and product
⮚ Using catchy content and adding missed call numbers in the post.
⮚ Sample attached below:
 INFLUENCER COLLABORATION
⮚ Collaboration with influencers working in our niche to cross post of our content and promote our
product to there audience.

⮚ To check YouTube influencers who we will be targeting to promote our product.

Location Profile Youtube Link

DESI VLOGS & https://www.youtube.com/c/

Pan India
TECH TIPS DESIVLOGSTECHTIPS

Pan India Manufacturer's https://www.youtube.com/c/

Guide  ManufacturersGuide
GOOGLE MY BUSINESS
⮚ We need to increase our rating with a
positive review.

⮚ Google Business Listing, to maintain 4 +

rating on each business location.

o Getting more reviews, optimizing content,

and monthly updates can help us keep our
listing optimized and help us rank higher.

.
ONLINE REPUTATION MANAGEMENT

⮚ Relevant crisp replies to online queries and

comments are very much important to
maintain a positive online reputation.

o Also Profiling of Glassdoor & ambition box

account, reply to customer reviews, and
approaching employees (top achievers) to
rate on Glassdoor, social media and other
rating sites.

.
 CUSTOMER TESTIMONIAL

⮚ Create Customer stories or motivational video can help us look more trustworthy.

⮚ It can be published through websites, social media, customer portal, app, and offline through
posters/standees in branches.

⮚ Also, we need to create a customer testimonial web page where customers will visit this page and check the

customer profile so that customers will engage quickly 
 SAMPLE COMMUNICATION (Customer Video & Image)

(Customer Testimonial Video) (Customer Testimonial image)

 WEBSITE & SEARCH ENGINE OPTIMIZATION (SEO)

 Website traffic crossed the mark of 6000 in Sept’22. This traffic can
be used to market and showcase our products, and services to new
and existing customers

 Optimization of the website with relevant content, keywords and

user-friendly content, and CTA is very much important to increase
the website rank and thus the traffic.

 Website should be call to action such as Keeping customers coming

to the website engaged with relevant interesting content and
increasing enquiries through the website. (Eg.
https://cutt.ly/VN4Z2V9)

 On Page activity – blogging about trending and search keywords

and website optimization help of keywords & content.

 Off-page activities like backlinking, social bookmarking, guest

posting etc to achieve better app store search ranking, Listing of
apps on different app stores.
 DIGITAL
MEDIA PLAN
 TARGET CUSTOMER SEGMENT

Demographic Geographic Psychographic Situational

• Age range: 25 to 55 Years • Rajasthan • Customer Profile: • Interest in Low
• Gender: 75% male, 25% • Maharashtra Retail, small interest
female • Delhi business owner, • Easy and Hassle free
• Married • Haryana industry.
• Home loan
Aspiring low and Middle • Gujrat • Middle and Rural • Paper less home
Income House hold • Uttar Pradesh class family
• Informal Segment loan
• Uttarakhand • Profile Activity • Home Loan
• Tier 1, 2 & 3 Cities majorly • Madhya Pradesh • Profile Interests
• Education: Any • Punjab • Profile Behaviors
• Device target
• Area-wise target withing
30Km
TARGET LOCATION AND ATTRIBUTE
Delhi Uttarakhand

Target range within 40km-50km radius to near by

Haryana Uttar Pradesh
branch location
Punjab
We can target the Vernacular Ads. It works the best
with respect to lead generation / marketing well for
Rajasthan
our business base in Tier II and Tier III cities

Here we are targeting the Mobile device Gujrat

and operating system Android

Time duration for campaign is weekdays at 9am

to 9Pm Maharashtra
Madhya Pradesh
We have set up long tail phrase match keywords and
Maximum conversion With help of keywords, ad group,
Landing page and Relevance

We can target large audiences such as business

owners, small business owners, home Loan interest, and
salaried employees.
PRODUCT PROMOTION ADS (FACEBOOK & INSTAGRAM)
REFRRAL PROGRAM

1. Drive direct ‘Leads form to share fill-up the

customer information.

2. While driving traffic on Landing page, here we

can promote the referral program for visting
customer who are interested for Home Loan.

3. A/ B testing content and website.

4. Example Referral Site

 OFFLINE
ACTIVITY
NO- PARKING BOARD

• We can target range within 1km-50km

radius to near by branch location.

• To highlight the miscall number and

product OR service information

• Generate in-bound traffic through multiple

channel  - desire is to have a significant
sourcing through digital channels
 AUTO HOOD – BRANDING

• We can hire auto union between target

range within 1km-50km radius to near by
branch location.

• Driving Brand & service awareness

• These strategies help companies reach a

larger audience, create brand visibility &
brand recall. 

• To highlight the miscall number and

product information

• Generate in-bound traffic through multiple

channel  - desire is to have a significant
sourcing through digital channels
 VAN – BRANDING

• We can do branding between target range

within 5km-30km radius to near by branch
location.

• Brand Story Show to grab attention from

attendees and gather audience

• These strategies help companies reach a

larger audience, create brand visibility &
brand recall. 

• Sales Team counter to address queries and

capture Hot Leads

• To highlight the miscall number and

product information

• Generate in-bound traffic through multiple

channel  - desire is to have a significant
sourcing through digital channels
 HOARDING - BRANDING

• We can target range within 5km-30km

radius to near by branch location.

• These strategies help companies reach a

larger audience, create brand visibility &
brand recall. 

• Driving Brand & service awareness

• To highlight the miscall number and

product information

• Generate in-bound traffic through multiple

channel  - desire is to have a significant
sourcing through digital channels
CANOPY BRANDING

• A Simple Canopy for basic interaction and lead generation

• Supervisor & Promoter to invite audience to stall and generate leads
• Canopy design below mention:
Thank You!