Marketing the need to look ahead

Do you think that hiring the Top Media agencies in India is sufficient to take your business to towering heights? It is a good move indeed, but you need something else to take your brand, service, or product to towering heights. As they say, “change is the crux of life”; it is true with marketing techniques at least. It is ever-changing and ever-evolving. Hence, if marketing brains in your organizations are still busy in the primitive stuff, then the time has come to take them out from the ivory towers of their preconceived notions and get them introduced to what is going in the marketplace. Smart and innovative new-age methods are capable of making your product visible to the right audience.
Work on the demographics first
Before breaking your head to derive a masterpiece marketing plan, the marketing team should spend considerable time in understanding the demographics. Once you know the bifurcation of age, gender, geographic location, interests, and likes or dislikes; it becomes pretty easy to make appealing and relevant campaigns.  A marketing strategy without demographics is like firing aimlessly. Remember, one should hit the bull’s eye point blank with a focused approach.
In which direction your brand is moving?
Do you know where will be your brand positioned after five years from now? What will be the expectations of the buyers? What is your strategy to reach them effectively even if the ways and means change dramatically? Yes, these are the pivotal things your marketing experts should think today. The overwhelming success of yesteryears may not be repeated tomorrow if you continue to work in the same age-old methods. Creative marketing and innovative advertisingbring a dramatic change in the brand positioning.
Are you exploring the social media?
Are you making the right use of social media? Does your marketing communications agency know the immense potential of it? If no, then it is the right time to change the agency. It is critically important to focus on the ideas that will govern tomorrow. Concepts such as multiplex advertising havethe potential of gaining phenomenal heights.  It is equally critical that the marketing leaders use tactics to get maximum output from it. A company can’t do miracles if it has the approach and attitude of yesterday.
Hiring one of the professional Media agencies in India is good from the long-term perspective. However, make sure that it has a futuristic perspective as well. Hire a company that looks beyond the day after, not just tomorrow!

Cinema in your media mix

360 degree advertising is the buzzword in marketing circles. Let us understand the meaning of the term. It means a marketing strategy where every piece of information concerning a particular brand is communicated to the target audience through all possible channels.
The most popular modes used in advertising are television, print, radio, outdoor, direct mailers, telemarketing and internet. While each of them offers certain advantages and disadvantages, it is important to remember that there is one more medium which has not been adequately tapped yet in our country viz. the cinema medium. With a spurge in the number of multiplexes and the arrival of state-of-the-art movie screening technology, advertising in movies is now a very attractive option for marketers.
Cinema advertising offers unmatched advantages-
    • It delivers your message to a captive audience.
    • On-screen ads can use full sight, sound and motion to increase ad recall.
    • Frequent repetition of the message insures that moviegoers see and remember your ad, building brand awareness.
    • Advertiser’s company image is often boosted by the association with the movies on the big screen in full colour.
    • Because movie theatres are located near or in suburban shopping malls and other high-profile retail areas, ads are positioned close to point-of-purchase.
    • Campaigns can be targeted by a demographic profile based on the geographic location of the movie theatre.
    • Cinema provides a marketing environment that is uncluttered and finds the consumer in a relaxed and receptive frame of mind.
    • Advertising recalls of ads placed in cinemas are much higher than ads placed on television.
Used as part of an integrated marketing campaign, where print, radio, television and other mediums are used in conjunction with each other, cinema can double or triple the impact of a campaign, perfect to get your message across. Advertising in cinemas helps you reach targeted consumers with innovative messages that engage moviegoers in a highly effective manner.
Cinema offers you scope to reach out to your TG through multiple touch points. These contact points put together can help a marketer to create a roadblock campaign in cinema. These various touch points are the entrance of the multiplex, box office, elevators, foyers, lounge, washroom, the F&B counter, the auditorium door, the aisle, the seats and of course, the big screen. All these can be used to communicate to the audience in many innovative ways. You can use cut-outs, standees, ticket jackets, OPDs, flyers and pamphlets, etc. to advertise.
Apart from branding, cinema also offers scope to engage the audience through Experiential Marketing. Effective cinema advertising can also include one-on-one promotions, partnering with events or sponsorships and can be conducted at suitable spaces within the multiplex, promoting a variety of products to consumers.
Cinema advertising in India is definitely growing. With more awareness about the benefits of this medium, more and more brands are seeking the assistance of cinema advertising companies in India to design effective promotion plans.

Marketing to the millennial

The term ‘millennial’ generally refers to the generation of people born in 1980s to 2000.
At more than 600 million, the Indian millennials form a sizeable chunk of the Indian consumer market. They are the people who have entered or are about to enter their prime spending years and offer a lot of potential for most of the businesses. Brands are increasingly investing more funds and time to gain insights into a millennial’s buying behavior.
Here are a few points that brands consider important while marketing to the millennial consumer-
    • The purchasing power of the millennials has been increasing. Hence they are on the radar of most marketers
    • Millennials are open to trying new brands. They do not mind experimenting.
    • They put convenience at the top in the list of priorities.
    • While making a purchase decision, they rely heavily on reviews from friends or peers.
    • They do not mind paying an incremental amount for comfort and quality. They would rather choose a marginally expensive but superior quality product over a lesser expensive mediocre product.
    • Millennials are keen to provide their families with the best of products and facilities. They participate enthusiastically in identifying the finest brands and making the best purchase decisions for their families.
    • Indian millennials are living in a world cluttered with brands. They have a wide choice with a range of products offering competing benefits and prices.
Keeping all this in mind, marketers are designing communication strategies to lure the millenials to their brands. They need to bear in mind that in order to grab the attention of this segment, they have to stand out from the crowd. They have to engage the millennial in a unique way in order to be heard and to find a place in the millenial’s consideration set.
The cinema business is not isolated from this new wave of buying behaviour pattern of its most loyal patrons – the millenials. They realise that this segment is their biggest market.
A few points to ponder about the millennial movie-goer-
    • Millennial movie-going audience is growing steadily.
    • Study of millennials’ movie-going habits can offer some great insights for advertisers.
    • Millennials make up the largest frequent movie-going age group, and this generation is highly invested in the overall movie-going process.
    • Most millennials aim to go to the movies on a film’s opening weekend itself.
    • Features like highest quality 2K digital cinema technology & 7.1 dolby surround sound, coupled with luxury amenities like recliner seating and gourmet food options are key drivers for pulling in the millennial audience.
    • They are most likely to participate in any engagement activities at the cinemas undertaken by the marketer
    • They form a ready target for the sumptuous goodies available at the F&B counters.
Cinema advertising agencies in India need to focus on this lucrative target market and weave their communications around this alluring millennial group.

Mall Advertising as a Means to Increase ROI

Mall Advertising need not be limited to just one or two methods of showcasing your brand in malls. You could use a combination of a number of promotional methods to provide a synergising effect on the overall impact of the brand communication.
There are innumerable shopping mall promotion ideas. You can choose to select any one or all of the following options-
Branding – you can create visibility by putting up hoardings, posters, standees, drop downs, backlits, danglers, etc. A smart combination of these mediums can create substantial visibility and impact for your brand.
Experiential Marketing – the marketing industry is very well aware of the advantages of experiential marketing campaigns. Malls prove to be one of the best spaces to undertake an experiential marketing campaign due to their ambient setting. Plus, people who visit malls are in a relaxed frame of mind. They are not in a hurry to just shop on the run. They are more amenable to advertising communication and they don’t mind spending time on exploring new products and ideas. This lends itself as an excellent opportunity to engage this audience in a one-on-one communication and discuss with them how they could benefit by using your brand. This also gives a chance to the marketer to get immediate feedback and address any issues or concerns of the consumer.  They say seeing is believing and here the consumer can be given a chance to touch and feel the product, which can be very reassuring for the customer. You can set up kiosks or stalls and provide samples, give-aways and product demonstrations.
Innovations – who says you need to follow pre-defined or well-established ways only of advertising in malls? Create disruptive communication and grab the attention of every consumer who sets foot in the mall premises with your innovative promotions. From larger than life cut-outs to 3D holograms, the options to attract the consumer are limitless.
When a clever mix of the above methods is employed, the results can be magical.
They can help the marketer to achieve the following –
    • Create / increase brand awareness
    • Reinforce brand positioning
    • Target specific TGs in specific locations or areas
    • Create database of potential consumers
    • Greater chance to influence purchase decision
    • Immediate feedback
    • Repetitive exposure to brand communication by using all the above avenues leads to higher brand recall
    • Increase in trust and confidence in a brand
    • Generate positive WOM
Such campaigns, when they are made a part of the overall integrated marketing campaign, can lead to short term as well as long term benefits. The investments made on these campaigns pay good returns as many of these benefits create long-lasting impressions. They may or may not result into immediate sales, but they definitely lead to an increased affinity towards the brand, which is an unmatched Return on Investment for any brand.
Khushi Advertising is the leading mall advertising agency in India and takes pride in providing optimum ROI to all its clients. This is the reason why our clients trust us to design the best mall advertising campaigns for them.

How Can You Generate More Leads with Experiential Marketing?

There is a lot of noise about experiential marketing, and many people consider it a powerful solution for advertising a brand, product or service in an enthusiastic and challenging manner. Smart marketers connect their customers through a real experience. It leaves a long-lasting impression in the mind of the consumer.
What is experiential marketing?
Well, the termexperiential marketing’ is used quite frequently by people, not many people have a clear idea about it. According to the definition, it is a way of creating a close bond between the consumers and the brand by associating memorable experience with it. When a brand event leaves positive memories, they are more likely to sustain forever. Since emotions get associated with the product, service or brand; you have brand loyalty and an enhanced probability of sales. It is quite obvious that experiential marketing is much more effective than conventional advertising campaigns or use of social media for brand promotion.
Though experiential marketing companies in India leave no stones unturned to establish the brand identity using excellent ideas, the low conversion rate is an issue at times. In spite of launching highly engaging campaigns that encourage customers to make repeat visits, the sales graph doesn’t move that fast.
What should be done for an effective lead conversion?
Marketers should look at better customer engagement from an effective brand campaign.  They should continuously target the right audience through effective experiential marketing campaigns that bring sales conversions.
When the best experiential marketing agencies design brand campaign, they emphasize on studying consumer buying behaviors, individual preferences and budgets. Defining right Key Performance Indicators and conceptualizing campaigns around it guarantee good results.  Of course, you need adequate demographic data for it. When customers get a unique and interesting live experience, the campaign brings several sales leads. It depends on the efficiency of the sales team to convert the leads into deals.
Contests or surveys have a better chance to get customers. When customers have to fill in a questionnaire or fill in some contest form, they get attracted to the brand. Statistics says that in this case, the conversion rate is pretty high if the customers relate to the purpose well.  You prefer modern digital tools or conventional pen and paper method, is your choice. Both methods have positive and negative factors.
While there is no doubt about the effectiveness of experiential marketing in brand building, extra efforts are required to convert it into hard sales.