Using Professional Services for Mall Activation Campaigns

Shopping malls present really excellent branding opportunities, ones that are very exclusive. Usual daily footfalls in popular shopping malls typically range up to a few thousands, even leaping to the value of lakhs on weekends at a big centre. Shopping mall advertising therefore offer excellent visibility and opens up fantastic marketing avenues by a set of varying methods together known as mall activation.
Shopping mall advertising strategies include spot marketing, flash mob activities, display packages, experiential marketing and leaflet distribution among other things. Independent third party marketing agencies accept promotional assignments at various package rates. Before selecting a competent advertising company in India, clients need to verify the following aspects categorically to make it a successful campaign with best results.
Position and placements
Advertising in shopping malls allow opportunities for focused localized marketing. You may have particular retailer preferences. It can deliver a substantial effect on viewer memory, thereby helping with sales growth. Besides the location of the mall, also verify internal locations availability. Display stands and banners are great to capture attention, as long as their position is conspicuous. Direct customer interactions are invaluable for lead generation.
Intelligent planning
It is simply not worth it to pay a lump-sum package and to find your ad stand placed at an obscure end of the 4th floor! It should be a very visible position, if possible at the entry floor, or somewhere in the most visited sections. Out of the box shopping mall advertising as placing ads on the escalator side boards, in elevators, etc. can help grab customer attention.
Furthermore, assess the benefits of innovative advertising in malls. Intelligent placements at strategic positions are crucial. Displaying your stand right in front of a competitor store may not be actually a good idea because people are already visiting that section to visit your competition! Your visibility naturally suffers.
Other concerns
Assess if your experiential marketing is generating value. Can your audience really understand what you have to say? In order to get the word around, companies arrange activities such as entertainment shows at the ground floor in the atrium, customized leaflet distribution and use of electric lighting for creating attraction. Check if they would be displaying the advert over giant TV and projector screens. Above all, always assess the duration of the available package and see if the pricing is reasonable. How long can you expect your fresh advertising to hold relevance? Decide the package based on the answer to this question.

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INNOVATIVE ADVERTISING – A CASE IN POINT

In order to get noticed and stand out from the crowd, it is extremely essential to engage in innovative advertising. Today, there are so many branding options for a marketer to choose from. It is easy to get lost amidst the clutter of brands shouting out to grab the customer’s attention. Innovative advertising is the only way in which a brand can command the customer’s attention. Media in India is constantly evolving. Constantly there are new mediums and new ways of innovative advertising being introduced. There are a number of innovative media in India today, which were unheard of a few years ago. Khushi’s sleek backlit is one such medium for innovative advertising. The sleek backlit, with a depth of a mere 1.5 inches is extremely stylish and is a refreshing alternative to the regular branding options. It is a 4’ x 7’ backlit LED display
SWI 516 Eco Ultra Slim Backlit view box.

DCTex Furnishings, a reputed name in the Home Décor industry, recently made optimum use of the sleek backlit. DCTex had teamed up with Hrithik Roshan and his movie Kaabil, to showcase its world of luxury & splendour. Their creative agency entrusted Khushi to employ a novel branding campaign in multiplexes. Khushi’s sleek backlits were chosen as the medium to highlight the brand and to accentuate the product appeal. An innovative idea was employed by actually placing a drape on the sleek backlit which perfectly complemented the brand’s creative. In this manner the physical product itself was showcased in the communication against the backdrop of the brand’s creative. This branding campaign was run across 75 properties spanning 7 cities in India.
The multiplex branding campaign created a lot of buzz. Thus, it is very important to create the perfect blend of the brand’s characteristics and the attributes of the medium employed to advertise. The aim should be to break through the clutter of the plethora of branding campaigns. It communicated the exquisiteness of the brand in an innovative and off-beat manner. The incorporation of an added visual dimension by placing the actual fabric alongside its screen image stirred up considerable interest and curiosity amongst the TG. This multiplex branding campaign was well received and very well appreciated.
Khushi is proud to be recognised as the fastest growing ambient media agency in India, which specialises in providing novel ambient advertising solutions across various avenues. Our strong team of 230+ professionals across 33 cities pan India is dedicated to servicing 350+ leading brands pan India.

EXPERIENTIAL MARKETING AS A MEANS TO ENGAGE IN BUZZ MARKETING

We often buy products and services based on recommendations. Very often the choices that we make are influenced heavily by a family member, friend, colleague or any other person or persons whose opinions matter to us. There are numerous instances when we buy varied products and services such as cosmetics, electronic devices, salon services, restaurants, etc. based on someone’s recommendation. In turn, we too turn brand advocates when we rave about the latest movie we watched or the latest perfume we bought. Such instances are many, as by nature, human beings tend to get influenced by what they see and hear from people around them. Such testimonials instigate conversations amongst smaller groups like friends, relatives, peers, and even larger groups through social media such as Facebook, Twitter, Instagram, etc. These conversations snowball into wide-spread discussions and consequently create buzz.
When such buzz is systematically and deliberately created to generate positive word of mouth, it is called Buzz Marketing. Buzz Marketing is very effective for spreading awareness about a new product or service. Experiential Marketing is an excellent way to create buzz. Experiential Marketing agencies specialise in creating campaigns that focus on establishing a connection with the consumer. The aim of any Experiential Marketing campaign is to generate brand awareness and create buzz. An Experiential marketing expert in India can provide innovative Experiential Marketing ideas to generate buzz.
For example, when introducing a soft drink, the marketer may distribute samples in a college campus and have promoters who can hand out the soft drinks and collect feedback on the spot. This activity will generate buzz and if the product is actually liked by the students, they will be enticed to buy more and very importantly, suggest others to try it.
In another scenario, a diet food brand can set up a kiosk at a gym and hand out samples. They can also give a pamphlet describing the ingredients and the health benefits of the product. A ready TG, the gym goers will definitely be more than willing to try a health product. Their personal details and feedback can be collected. These fitness enthusiasts are certain to pass on information about the new diet food to people they know. Other gyms too will hear of it soon and there will be a buzz created around the product.
Essentially, if the right amount of buzz is created, people will talk and write about it, and it can become a great PR vehicle.
Some of the best Experiential Marketing agencies like Khushi can help you establish the right connect with consumers through Experiential Marketing campaigns which are designed to create desired buzz in the market.

Executing Experiential Marketing Strategies

Experiential Marketing refers to executable strategies that offer a more direct and interactive connection with the potential customer. Mall stores have emerged as fabulous testing grounds for trying such types of direct marketing. Some of the best advertising companies in India professionally handle elaborate ambient advertising requirements by offering affordable packages.
These methods may be relatively expensive for the usual short-term campaign, but the fabulous returns typically compensate the expenses manifold. These are perfect for localized niche access as it becomes easy to engage in hyper local marketing. Experiential marketing also serves as the launching platform for new offers and promotions. The following sections describe a few key concepts for the perfect Experiential Marketing campaign.
Glamour based advertising
What is the image that first comes to your mind when you hear of the word ‘mall’? Obviously, you think of lots of stylish shops and elite crowds and colourful things everywhere! The point here is that in order to captivate the attention of the mall-going crowd, the advertisements have to be impressive!
Professionals use various methods such as LED displays on ad boards, colorful graphics, TV and projector displays. Interactivity also adds a distinct advantage. For example, allowing prospects to touch, use or taste the product in the display creates a connection with the customers and enhances the brand value of the product.

Location and position
Such marketing methods offer significant benefits for location specific market access. For instance, if you would want to attract people living in the Western parts of the city, the key approach would be to find a mall advertising agency in India that can promote your brand at specified places.
Placement of your ads at the mall is also an important factor. For example, if your ad is displayed at a corner with very few visitors and has low visibility, then the entire purpose of Experiential Marketing gets defeated. Therefore, one must consider a space where your brand would get optimal viewership.
Often setting up a display board in the interior areas of mall is available in a low budget. But ultimately the money saved is going to cost you more, as it cannot reach the targeted consumers.
Therefore, before you shortlist your Experiential Marketing agency, check out the available packages, customizability options, durations, and more. See if they employ innovative and attractive experiential marketing ideas to achieve the best results for your brand.

Ambient Advertising – The New Face of Advertising

The conventional methods of advertising products are becoming obsolete these days as innovative and much more persuasive methods have come into the picture. Ambient advertising is one such novel method of advertising in which the advertisements are placed at unusual places and on unusual objects where we normally do not expect an ad. It forces the people to notice that ad and thus, the purpose is solved.
Ambient advertising can be done anywhere and everywhere. These ads give a different dimension to the advertised products as the people start thinking about them differently. This alternative media showcases the products in quite unusual places like hot air balloons, back of parking slips, trolley handles in the supermarkets, projecting large images on the buildings etc.
What is ambient media: Ambient media refers to the media environment in which the information is communicated in a universal and pervasive environment. The content and technology used in theses advertisements can create new possibilities in the field of advertising. Ambient media advertising is like a niche for the advertising agencies to overcome the traditional methods and find out new avenues to grab the attention of the buyers.
The advertising agencies do a survey and place their ads at the most visited places such as railway stations, airports, shopping malls etc. so that more and more number of people can see these ads. The ads push the brand message effectively in front of the potential consumers and their uniqueness helps in developing the easy recall within the minds of the target audience. Thus, the advertisers are able to maintain the brand awareness which helps them in increasing sales.
Ambient media grew enormously in the recent years due to various factors such as its versatile nature, its ability to target the potential consumers very effectively and precisely, its innovative ways and a reduction in the efficiency of the traditional media in persuading the people.
Best ambient advertising is the one that brings out the products in an altogether different way such that the targeted audience cannot help noticing it. The products may be old and well known but their presentation is unique so that the message given is loud and clear and impossible to ignore. Such advertising can be surprising, shocking or even funny. The target is to get the image fixed in the minds of the consumers which can easily be recalled whenever required.
Thus, ambient advertising is the new face of advertising and is moving towards a huge leap in the coming years.

Khushi Advertising dishes out two winning advertising campaigns for Burrp!

Burrp! is a pioneer in the Indian food discovery space and a one-stop solution for all kinds of food related queries. They wished to launch two campaigns, one, to recognise the best restaurants across 7 cities and second for New Year’s Eve. The campaigns were slotted to run in Mumbai and Bangalore spanning 45 days across various offline mediums. In the first advertising Burrp! undertook an initiative that recognized the best restaurants/food outlets across numerous categories. Customers were engaged to cast their votes in favour of their restaurants of choice and 3 lucky winners stood a chance to win prizes on daily basis. In the second campaign Burrp! promoted their New Year’s Eve special feature, a platform to all party animals to explore best New Year parties in town at the click of a finger.
Khushi was their advertising partner in both these campaigns. We tailored an intricate pattern, mixing mediums such as cinema advertising, multiplex branding, mall branding, bus shelters and Big Bazaar. These avenues were effectively employed to create an overall enticing campaign for Burrp!. Since the client was open to dabbling in multiple non-traditional advertising mediums, we were able to provide a mix of various mediums to draw maximum eyeballs and garner strong impact. All the mediums used by us were employed to their best use to suit the requirements of the client.
All the traditional mediums of advertising have been exploited numerous times. Due to the clutter of the traditional mediums, many consumers tend to consciously ignore such ads or skip them completely. This is where ambient advertising steps in. It helps to break free from the overcrowded traditional mediums and breaks the mould to create an altogether new and interesting way of advertising. Brands can leverage the superior sound and visual output of cinemas to create a larger than life representation which entices viewers. Multiplex branding, mall branding, branding in hypermarkets, etc. are excellent mediums to attract the TG at the right place and right time. All these avenues allow the marketer to project his advertisement in various innovative and non-conventional ways in order to immediately grab the consumers’ attention.
Khushi, the fastest growing ambient media agency in India, endeavours to make ambient advertising the most sought after medium for brands who wish to stand out from the crowd. Khushi is the leading cinema advertising agency in India. We offer various on-screen, branding, experimental marketing solutions to clients. We also provide innovations across various advertising avenues to ensure maximum visibility and recall for your brand.

BRAND ACTIVATION IN MULTIPLEX

The marketing discipline of Brand Activation has been gaining a lot of importance in the industry. Brand Activation, sometimes called brand engagement, focuses on building a longer term emotional connection between the brand and the customer- Wikipedia.
Brand Activation is the art of moving consumers to action. It is the act of influencing favourable consumer action through brand interaction and experiences. In other words, the underlying intent of Brand Activation is call-to-action. Brand Activation campaigns can prove to be very effective in generating awareness, encouraging trial and eventually leading to purchase and brand loyalty. Brand Activation brings brands to life via experiences and works as a stimulus to elicit a long-term emotional connection. There are various avenues through which brand activations can be carried out. Multiplex Activation is one such avenue where the brand can engage consumers in various forms.
In today’s times with the continuous bombardment of advertisements, it is very difficult for consumers to absorb all messages. Naturally, they tend to omit those messages which are uninteresting. Many forms of advertising rely on the age-old single-way communication and consumers tend to tune out the monotonous drone of such messages. This is where Brand Activation comes to the rescue. Brand activation in multiplex can create the desired impact and interest. Multiplex Activation is an excellent medium to reach target consumers when they are in the most favourable mood to absorb communication. Multiplex audiences are typically affluent, urban, educated and fall in the appropriate age bracket for many brands in lifestyle, leisure, travel, fitness, banking, automobiles, clothing and accessories, etc. This TG has the propensity to spend and is in the most receptive frame of mind while at a multiplex. Hence, engaging this TG via Brand Activation in Multiplex through various forms such as sampling campaigns, experiential marketing, consumer promotions, contests and lucky draws, product demonstrations, etc. is the best bet to gather valuable data about prospective customers. It gives the brand a chance to interact with real customers and extract genuine feedback.
Khushi is steadily making a mark for itself in the Multiplex Activation domain. We recognise that experience-led-activation is the key to long term brand-consumer relationships and should be considered as an important component of the overall marketing mix. We are one of the most sought after Brand Activation agencies that are experts in Multiplex Activation and Mall Activation and we meticulously design campaigns that are in sync with brand objectives to deliver hassle-free BTL activation campaigns.

Advertising via Cinemas for Maximal Impact

In today’s world, advertising your product is equally important as manufacturing it. All your efforts of manufacturing will go in vain if you are not able to find suitable customers for it. The competition has increased manifold in every field and so, advertising has also evolved, so as to continue grabbing the attention of potential consumers. The new age advertising includes advertising in malls, advertising on airports, advertising via cinemas, etc.
Innovative advertising has changed the way products and services are advertised keeping in pace with the changing times. Shopping mall advertising has gained much importance in the recent years. Similarly, the latest trend is advertising via cinemas as it has several advantages. The large screen and powerful audio systems of the cinema halls make your ads look livelier and the message goes out loud and clear. If presented properly, an ad can become visually appealing and can leave its impact on the minds of the audience for long.
Another important advantage of cinema advertising is that you already have a captive audience ready to absorb marketing communication. They are ready to see whatever is shown on the screen as they have come with an open mind to watch a movie. Moreover, they can’t change the channel as one can do on T.V. Such an audience will offer lesser resistance to the ads. Your ad is not likely to be ignored by them and thus the motive of the ad makers is fulfilled.
All the leading cinemas generate substantial revenues via advertising. Brands have options as to which advertising partner they wish work with. Established advertising agencies like Khushi can help you join hands with all the big players for Big Cinemas advertising, PVR advertising, advertising in INOX, advertising in Fun Cinemas, etc. The impact of the message of the advertisement gets multiplied by the effect of huge canvas, high definition quality, powerful sound system and completely engaged audience of the cinema hall. The audience goes home with a convincing message about the advertised product or service.
Thus, with the changing times, innovative advertising has emerged as a new and effective way of advertising. It has many facets; advertising via cinemas is only one of them. No doubt, it is a very powerful medium for advertising but other equally powerful ones are advertising in shopping malls/ centers, airport advertising etc. So tap this vast advertising opportunity and reach out to your potential customers.

MULTIPLEX ACTIVATION

Multiplexes are increasingly cropping up at various hubs in cities, towns and even hill stations. Multiplexes serve as the go-to venue for consumers who want to unwind during weekends. They are very popular especially amongst the affluent and the young audiences. Typically, a multiplex consumer is from the higher or higher middle strata of the society. Hence they possess purchasing power and a propensity to spend.The success of a multiplex activation need not be mentioned only in terms of sales made.
It is this increasing popularity of multiplexes that has prompted marketers to explore this avenue for advertising. Apart from on-screen advertising, marketers are now recognising the potential of multiplex activation. To influence a purchase decision it is important to connect with consumers at the opportune time. Multiplex activation can increase demand for a brand by creating an emotional connect. Multiplex activation beats the clutter of traditional methods of advertising and lends uniqueness to the ad campaign. Time and place play an important role in acquiring consumers and multiplex activation connects with consumers at the most appropriate time and place. As consumers are waiting in the foyer until show time, they can be engaged using innovative multiplex activation strategies. Interactive experiential events such as product demonstration cab be done in the foyer or product sampling can be done at the food counter or ticket counter. Even contests involving the multiplex audience can be held. Opinion polls can be held at the exit of the auditorium. Kiosks can also be set up to distribute pamphlets or conduct product demonstration. All of these multiplex activation ideas leverage the conducive ambience of the multiplex and the favourable frame of mind of the audience to make it the perfect avenue to engage the consumers.
It is important to bear the following points in mind –
Reach – It is importance to assess the potential reach of such an activity i.e. how many targeted consumers can the multiplex activation reach?
Brand fit – the brand needs to be relevant to the multiplex audience.
Potential to generate sales – it is necessary to ascertain the approximate sales leads or immediate sales that the multiplex activation is likely to generate
ROI – the cost benefit ratio of running such activation has to be measured to establish financial viability.
Impact – the success of a multiplex activation need not be mentioned only in terms of sales made. Activations are a means of generating brand awareness and brand affinity by creating memorable engagement experiences with the target consumer.  
Expert experiential agencies like Khushi can help a brand to create a highly impactful and memorable multiplex activation campaign.

RAYMOND’S MULTIPLEX BRANDING CAMPAIGN

Raymond, the noted manufacturer, marketer and retailer of high quality apparel and accessories wished to tread the non-traditional path to communicate with their TG for their Festival Collection and All White Men’s Collection. They wanted to reach out to their target audience in a manner befitting their customary avant-garde style and also to use mediums which would accentuate the visual appeal of their fabrics. Their Festival Collection and All White Men’s Collection promised to be a huge hit and Raymond wanted to ensure that their communication reached their precise target market close to the point of sale.
In conjunction with their AOR agency, MOMS Outdoor Media Solutions Pvt. Ltd., they zeroed in on running a widespread multiplex branding campaign across 35 multiplexes pan India. MOMS Outdoor Media Solutions Pvt. Ltd. partnered with Khushi to deliver this campaign in the most effective manner. MOMS was confident that Khushi’s vivacious life-sized slim backlit media 4×7 feet placed at strategic positions in multiplexes would grab maximum impressions. This branding campaign of Raymond demanded a medium which would highlight the elegance of Raymond’s Festive and All White Men’s Collection. The slim backlit media served as the perfect platform and would prove to be a prudent choice of medium for the campaign. The campaign which commenced during Diwali was set to run until the end of the year.
The objective of the campaign was to deliver nuanced reach to the target market in the vicinity of Raymond’s showrooms. This campaign allowed Raymond to target prospective customers very close to the point of sale. They did branding in those multiplexes in malls, which also housed their outlets. This offered them the perfect opportunity to leverage the visitor profile of the mall, which is their precise target market. Raymond is confident that these kind of innovative advertising campaigns helps keep customers engaged. Raymond perfectly timed their campaign to coincide with the festivities of Diwali and New Year celebrations when people are in the festive spirit and multiplexes witness a surge in the number of footfalls. The increased footfalls coupled with the novelty of the media made the cost-benefit ratio of this campaign favourable as it delivers overall effective reach.
Khushi specialises in providing innovative solutions to clients based on their objective and requirements. We take pride in being the fastest growing ambient advertising agency in India. We leverage our expertise in cinema advertising, shopping mall advertising, airport advertising, advertising in gyms, advertising in coffee shops, etc. to provide our clients the best solutions for their advertising needs.