When I look back at Egypt’s group buying site reviews that i did in last August, I figured out that a lot has changed in the group buying market since then. There is no question that Hala Deals is the fastest growing group buying site in Egypt in terms of its fan base, Hala Deals fans based has dramatically expanded from 2,000 fans in mid August to almost half a million fans on Facebook now!
The success secrets are revealed in today’s interview with Mohamad Kaloub the Marketing Director of Hala Deals.
Mohamad Kaloub, Marketing DIrector, Hala Deals
Tell us about your journey to becoming the Marketing Director at Hala Deals?
My journey started in Canada when I was in my first year of university studying Business at the University of Toronto. A good friend and fellow business major approached me with a business idea that I could not turn down; an event management agency that catered to the student population. We registered our business, incorporated the mother company as First Ad Solutions Inc., and named our first brand “X Productions”. After a few months, we decided to shift gears and venture off into Direct Mail. We created our second Brand called Consumer’s First. It was a digest that catered to local businesses who wanted to increase their awareness using a cost effective approach. After two years we realized that the print industry has become very saturated with many competitors offering similar, if not the same services. We conducted a market analyses and found that the print industry was in a decline, so we decided to diversify into the realm of Digital Media.
I have to say, the transition was not easy, but the potential reward ignited our drive. Three years later, I received an offer to join the board of Directors at Hala Deals. I was excited about the opportunity, yet skeptical of the challenges that we would be facing. This was a very difficult decision to make for the reason that First Ad Solutions was on its way to breaking record profits. However, I studied my options very closely and accepted the offer. In North America, I have seen businesses under this model fail miserably, and others rise above the crowd so I began strategizing an approach that would take Hala Deals from being a small start up to now one of the leading Group Buying sites in the region. Ever since I came to Cairo, I never once looked back.
Although you launched after other group buying sites you managed to have around half a million facebook fans in a few months, how did you manage to do that?
In today’s competitive business environment, no company can survive without a strong Social Media presence and we know that fact very well. It was integrated into the Marketing Strategy from day one and I am well aware of the return it has to offer. As this industry is constantly changing, it is crucial that we adapt with it, and the key here is to take the consumer along for the ride. Before Facebook came into existence, companies had it easy. They propagated their messages to the market in a one way stream with no care in the world for what the consumer had to say about their product or service. Little did many of them know, word of mouth; the most primitive yet most powerful form of advertising, would be the missing link. Now that these online social platforms have flourished, they will be neglected no more.
You can’t play a poor football game in a full stadium, but you also can’t play a great game in an empty stadium, you have to find the equilibrium and generate attractive content to your fans.
We were very keen on directing our message through a well established Facebook Fan Page, and this is where we allocated a chunk of our marketing budget towards. We launch various online marketing campaigns including Facebook Paid Advertisements and a QR integrated print campaign to enhance accessibility. This however is not the complete answer you are looking for, and this is why I want to top it off with a key point… content. We as human beings react to different things in many different ways, so the point here is to keep our fans happy with up to date content that’s fun, informative and interactive. Here is an analogy that sums this up: You can’t play a poor football game in a full stadium, but you also can’t play a great game in an empty stadium, you have to find the equilibrium and generate attractive content to your fans.