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.
- 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.
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.
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.
- 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.
- 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
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 term ‘experiential 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.