1. BIG IDEAS
ENGAGEMENT &
RELATIONSHIP
INITIATIVES

2. Agenda
 Relationship Program: Key Accounts
 Defining the TG
 Program Objectives
 Engagement Initiatives
 Relationship Program: Influencers
 Defining the TG
 Program Objectives
 Engagement Initiatives
 Relationship Program: Channel Partners
 Defining the TG
 Program Objectives
 Engagement Initiatives

3. Relationship Program: Key
Accounts
Target Group
Small & Mid Sized
Construction
Companies
Target Area
A Class Cities
B Class Cities

4. Program Objectives
 To develop a structured community of the TG
i.e most elite customers (key accounts) of the
company and gratify them
 To build sustainable relationship between the
company and the TG
 To connect and engage with the TG beyond
transactions
 To increase profits and better brand building
for both the company and the TG

5. Engagement Initiatives
 Invitation to wine tasting events
 Organizing inter-community golf tournaments
 Organizing yacht sailing events
 Dinner meet with company CEO
 Tie up with clubs to offer discounts on
memberships
 Customised holiday packages for Top 5
members

6. Relationship Program:
Influencers
Target Group
Architects
Target Area
A Class Cities
B Class Cities

7. Objectives
 Build an association and emotional connect
with the TG
 To provide business insights
 Promote good construction practices
 To ensure brand stickiness and stay top of
mind
 Engage & communicate to ensure overall
delight and sustained business association

8. Engagement Initiatives
 Interview of TG on success stories and good
construction practices to feature in the in-house
company magazine and Architectural Digest India
 Periodical meets/workshops to discuss industry
trends, developments and honor outstanding work
 Wealth management workshops, Feng Shui/Vastu
training sessions
 Personalized greetings and token on birthday and
anniversary
 Invites to cultural events, formula one race, IPL,
LFW and movie premiers
 Weekend getaways with family for top 10
members

9. Relationship Program: Channel
Partners
Target Group
Dealers
Target Industry
Home Furnishing

10. Program Objectives
 Build long term relationship with the TG and
their family thus encirle and enrich their life
 Extending rewards & recognition from the TG to
their spouse
 Increase share of wallet
 Insulate against competition

11. Engagement Initiatives
 Exclusive club for spouse to include monthly meets
and activities such as:
 Address by local influential female personality on female
centric issues and awareness
 Address by a fashion designer on dressing etiquettes
 Personality development sessions
 Driving lessons
 Exclusive cooking session with a top master chef followed
by a cooking competition
 Give aways: Discount vouchers for SPA and beauty
products
 Creating a separate point accrual account for spouse.
Allocating X% of dealer’s point earning to spouse’s
account and creating a separate catalogue for spouse’s
point redemption

12. Engagement Initiatives
 Exclusive club for kids to include activities
such as:
 Sports Training: Cricket/football training sessions
 Talent Building: Theatre, singing, dancing, art
workshops
 Competitions: Spell bee, painting, dancing &
singing
 Career counseling
 Scholarships for higher education
 A day at an amusement park

13. Thank You