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.
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.
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.
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, 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.
It goes without saying that ads with strong messages make the maximum impact. If the ad is also visually appealing, it promises to have the makings of a successful ad campaign. Every advertiser wishes that his ad reaches as much of the target audience as possible and as many times as possible i.e. it achieves maximum reach and frequency. Media like TV, newspaper and radio make this possible. However, it is also possible that the most well-written and beautifully shot ads can fail to deliver the desired impact. Hence, it is essential that the ad is correctly placed keeping the medium and the target audience in mind.
Ad placement can make a world of difference to the overall impact the ad creates. Non-traditional media rely heavily on the placement of the ad to deliver success. Take for example, cinema advertising. Advertisements in cinemas are placed before the movie starts and during the interval. At both these times the audience is relaxed and has surrendered themselves to the environment. They are there to have a good time and to spend money on entertainment and leisure. They do not find the ads playing on the screen to be an intrusion. In fact, they are actually relaxed enough to pay attention to the ad, unlike when they view the same ad on TV. Here, placing the ad in the cinema where the precise target audience is available turns out to be beneficial. The benefit is even more if the advertised product is available within the premises of the same mall that the multiplex is situated in. Another example is the ads placed at the Point of Purchase (POP), which can draw increased number of impulse buyers. The most apt example of how ad placement can do wonders is ambient advertising. Ambient advertising involves placing ads in unconventional places like elevators, escalators, washrooms in malls and multiplexes, aisles in cinemas, seats in cinemas, popcorn tubs in cinemas, trays in coffee shops, etc. Therefore, ambient media advertising banks heavily on the placement of the ad in the appropriate location. If the communication is placed perfectly in the most apt location, then the delivered impact is multiplied. Eg. An advertisement for diet food placed on the treadmill in gyms. Here, the ad placement wins half the battle for the brand.
These and many more instances clearly elucidate the importance of ad placement. Ad placement can make all the difference between the success and failure of an ad.
Recent few years have witnessed a major shift in the ways companies advertise. There have emerged several new strategies in the field of advertising that have made the old and conventional ways obsolete and ineffective. Innovative media is one of these and has a great potential to boost the sales of the companies magically.
Innovative media refers to the strategy by which the various innovative media agencies display the advertisements in such a way that the potential customers can’t ignore them. They are so well presented that once people fix their eyes on them; their image gets fixed in their minds which eventually drives them to buy the product. The advertisements come out in a lively manner and the people are unable to overlook them. They are made so catchy and are prudently placed on the most visited places so that they cast a spell over the minds of the people and ultimately the customers buy them.
Innovative media in India is gaining volume as more and more agencies providing these services are coming into existence. These have innovative ideas which are put to use to advertise a particular brand. Innovative advertising includes putting huge three dimensional hoardings on busy locations, fixing huge objects like buses or trucks with large life like pictures of the advertised product, placing attractive statues or at times it includes live advertising as well.
One of the most common types of innovative advertising is shopping mall advertising. In this type, the advertised products are displayed in the common area of shopping malls along with catchy slogans and a complete team of professionals to provide information to the customers about the product. When people see these products live or their huge attractive pictures, they are bound to get allured and thus buy them finally. Advertising in malls has its benefits as majority of the people coming to the malls are the perfect target market for these products. They are usually well to do and can afford majority of the advertised products. So, shopping malls serve as a great location for innovative advertising.
Innovative advertising, thus, helps to escalate the sales of the associated products and augments their profits. It has the magical ability to captivate the attention of the potential customers due to its attractive, life-like and fascinating strategies of presentation. They portray the products in such a vivacious manner that the customers are bound to buy them eventually multiply the profits of the companies.
Advertising is the back bone of the marketing function of any business. No business can grow if it is not able to attract the customers and advertising is the most effective way to fascinate the customers to buy the offered products. One thumb rule of any type of advertising is that it should reach to the maximum number of people so that maximum sales can be attained. If an advertisement is not noticed by a large chunk of population, the whole idea of its creation is futile.
Airport advertising is becoming a new and one of the most important forms of advertising with more and more people travelling by air in the past few years. The airport serves as a wonderful location to place the advertisements as it witnesses a large number of footfalls throughout the year. With people going either for work or recreation, airports are always busy and crowded and hence are one of the best places for the airport advertising agencies in India to display their creativity. The large airports in India have footfalls of up to 40 million passengers in a year and are the best catchment areas as the targets are the people belonging to the affluent families, top executives, NRIs, businessmen and the Indian and foreign tourists. The airport advertising agencies display the advertisements with the help of LED billboards placed strategically at the departure and arrival terminals so that it hits the maximum number of eye balls.
Amritsar airport advertising is touching new heights with the number of passengers increasing constantly here. It has become a perfect place for brand promotions and is one of the most buzzing places. The airport advertising agencies create attractive advertisements and place them on the various terminals to achieve their desired targets.
Surat airport advertising is also one of the fastest growing airport advertising avenues in India. The advertisements on the airport include, along with the routine products, the information about places to visit, best hotels in the town, bet eateries, etc.
Chandigarh airport advertising is also an important part of the airport advertising business in India. Chandigarh, being known as one of the best planned towns is a hotspot among domestic and foreign tourists and is a frequently visited place. Thus, airport advertising helps the brands to get noticed by the travellers and augments their sales.
So, to make your business flourish, hire the best professional team from the several airport advertising agencies in India and gawk at your business growing at an amazing pace!
In the world of advertising, new strategies are constantly evolving with a complete set of practices and argumentative reasons justifying the advantages of the new form and their importance in escalating the sales of a brand. Experiential marketing is an innovative form of marketing which involves as many senses of the customers as possible. It is an active way of advertising as compared to the conventional ones.
It primarily focuses on providing an experience of the associated brand to the customers. Unlike the traditional advertising that just informs the consumers about a brand and its benefits, experiential marketing immerses them in the brand by engaging their various senses. It creates a closer bond between the consumers and the brand which is very important for its sale and also for brand loyalty. If you want to increase your product’s sales beyond a certain point, you need to show something better and interesting to the consumers. They should feel compelled to buy your product and that can be done by giving them a prior experience.
To take the brand to a higher level, the promoters need to hire the best experiential marketing agencies. You can find many competent and experienced experiential marketing agencies in Mumbai as it is the financial capital of India and a major hub of advertising. Khushi is one of the best experiential marketing experts in India.
People have recognized the importance of advertising in any kind of business and this is the main reason for the evolution of various new techniques such as experiential marketing. The success of experiential marketing campaigns has given rise to the growth of several experiential marketing companies in India. These companies design wonderful campaigns for their brands which help them to connect to the customers directly and completely. They try to engage the potential customers in different activities to grab their attention and to give them a real feel about the brand. The customers thus create a mental picture of the brand and become eager to buy them. They, at times, recommend these products to their friends as well which further increases the sales.
So, to make your business profitable, it is highly commendable to search for an expert experiential marketing company in India and help your business grow leaps and bounds in a shorter span.
Brand awareness refers to the strength of a brand’s presence in the consumer’s mind (Aaker, 1996:10). It is a measure of the percentage of the target market that is aware of a brand name (Bovée et al., 1995:248). Brand awareness is the extent to which consumers are able to recall or recognize a brand. The term includes both brand recognition as well as brand recall.
Brand recognition relates to consumers’ ability to confirm prior exposure to that brand when given the brand as a cue. It requires that consumers can correctly discriminate the brand as having been previously seen or heard. Brand recall relates to consumers’ ability to retrieve the brand from memory, given the product category, the needs fulfilled by the category or a purchase or usage situation as a cue. It requires consumers to correctly generate the brand from memory when given a relevant cue. (Source: Aaker, 1996:10-16)
Every marketer aims at achieving high levels of brand awareness. Traditionally this end was achieved through intensive advertising campaigns utilizing the traditional advertising media. Radio, newspapers and television helped achieve high levels of reach and frequency. While these traditional media continue to remain effective to create brand awareness, the marketing world has now woken up to newer and more interesting ways of reaching out to the consumer. A number of changes in the media landscape along with changing consumer media habits have brought about a sea change in the way brand messages are conveyed as well as consumed. Marketers are employing a wider variety of media platform to place their brand messages.
One of the most striking ways to capture attention is ambient advertising. Grabbing attention of consumers in the most unexpected places and in the most unexpected manner creates an element of instant curiosity and interest, delivering brand awareness in a very effective way. Another method is cinema advertising, which immerses a captive audience in a larger than life format with superb sound quality effects which can mesmerise your audience. A sure shot way to grab the attention of affluent urban population is advertising in shopping malls. Branding in shopping malls or advertising in shopping malls is an effective way to reach the young affluent audience as they take a break from their fast paced lifestyle. Airport advertising, advertising in coffee shops, brand activations in shopping malls, experiential marketing, etc. are other non-traditional and effective ways to reach affluent consumers across varied spheres of life. All these methods are highly effective in creating brand recognition and brand recall, eventually adding up to increased brand awareness and desire to purchase.
A shopping mall is a blessing in disguise for people who hate to spend hours shop hopping from one end of the market to another. Add to that the scorching heat, pouring rain or chilly winters can be a very tiresome and messy affair. A shopping mall is an answer to such woes. Shopping malls are cropping up all over India at a very fast pace. One of the prime reasons for this is the convenience and the ambience that they offer. A person can satisfy most of his shopping needs under one roof and that too with a plethora of comparable options. Malls are no longer just a destination for shopping. They have evolved over the years and today they offer a complete retail and leisure experience as they house cinemas, food courts and other family attractions besides the high-end retail stores. The plush ambience of malls adds to the overall appeal. All these factors put together have led to an increase in footfall and an increase in the visitor dwell time. Shopping malls are a favourite amongst the elite class and youngsters who are brand conscious. Naturally, it becomes an attractive medium for advertisers who wish to target this specific category of customers. Shopping malls provide the ideal environment to communicate with consumers as they are in a relaxed frame of mind and are open to brand messages. Hence shopping mall advertising is steadily gaining momentum. Shopping mall advertising is versatile and can be used in many forms.
Shopping malls are bustling with customers on any day and even more so on weekends. Advertising in shopping malls offers excellent opportunities to make contact with your target audience. Shopping mall advertising reaches consumers who are already geared up to spend money. Slow moving foot traffic and longer dwell times ensure that the advertising message gets noticed with options such as:
Conceptual Innovations & Activations
Kiosks & Promotions
Branding at the cash counters
Advertisers can select the best fit from the above options for advertising in shopping centres. Malls are also an excellent avenue for conducting experiential marketing events. Shopping mall promotion ideas, when creatively designed and planned, can directly result into increased brand awareness, brand recall and higher conversions from prospects to customers. Trust a renowned brand like Khushi to address all your shopping mall advertising needs.