RM4 million digital marketing for ONE project?

Perhaps it’s just me but I think RM4 million from a developer for one (1) project and only on digital marketing is very good news for the “new mainstream media” I have been told by some “senior” marketing managers that posting only in newspaper is enough and that online is nothing more than just for branding or even for fun. I think the below is worth reading as a gentle reminder that online will only grow stronger and bigger and not the other way around. A summary of what PropertyGuru term as “biggest digital spend reported by any property development company in Malaysia thus far.”

Malaysian Resources Corporation Berhad (MRCB), one of Malaysia’s leading property developers, has entered into a partnership with PropertyGuru, Asia’s leading property portal, to develop an exclusive digital campaign for the marketing and promotion of MRCB’s Sentral Suites, Kuala Lumpur Sentral CBD, which is slated for launch in September this year.

The deal will see PropertyGuru develop a customised digital marketing and branding plan specifically for Sentral Suites, Kuala Lumpur Sentral CBD worth RM4 million – the biggest digital spend reported by any property development company in Malaysia thus far.

The investment by MRCB also marks its biggest digital marketing and branding spend to date, and is in tandem with its strategy to better target home buyers, who largely use digital mediums for property search and research. This was validated by a PropertyGuru and Google survey which found that 90% of property buyers had moved online for their property search and research needs.

Sharing his optimism on this ground-breaking digital campaign, MRCB’s Group Managing Director, YBhg Tan Sri Mohamad Salim Fateh Din said, “Leveraging on a digital online campaign is a step in the right direction for MRCB, as we want to adopt a more interactive and engaging approach in capturing our target audience”.

“We are confident PropertyGuru’s established regional presence and its extensive marketing platform comprising portals, publications, events, awards, project marketing solutions and more will not only enable us to reach a more relevant demographic, but also at a lower cost per reach” he said.

“It is also an efficient and focused way of engaging with our target customers, who actively utilize digital platforms and will find Sentral Suites, Kuala Lumpur Sentral CBD a very appealing residential development well suited to their active lifestyles,” added YBhg Tan Sri Mohamad Salim.

Sentral Suites, Kuala Lumpur Sentral CBD is the last remaining residential plot within the Kuala Lumpur Sentral CBD vicinity, benefitting from its world class mass transport hub. With an indicative price of RM1100 psf, the exclusive apartments are centrally located, with a dynamic contemporary building design.

Comprising of three 43-storey towers, the development offers a total of 1,434 apartments and 41 retail units. The serviced apartments available are one to three bedrooms, ranging from 651 sqft to 1166 sqft. This strategically located residence offers the best of cosmopolitan living in a self-sustaining city, complete with lifestyle-centric amenities – all conveniently close by. Amenities include: two floors of retail shops at street level, 15 sky gardens, 15 sky pods, gymnasium, an infinity pool, a family fun pool, Jacuzzi, a dance studio, sauna and a games room. For more information on Sentral Suites, please visit: http://www.sentralsuites.com.my/

Happy marketing all your projects my dear marketing professionals from all developers. Current times allow you to use different media and really get to know what works better today and what was working well previously. Cheers.

written on 17 August 2016

Next suggested article:  Adding colour to life with KL Sentral

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