Showing posts with label Marketing. Show all posts
Showing posts with label Marketing. Show all posts
To Build A Brand On-Line: What Does It Take?
Monday, June 29, 2015
By Prateek N. Kumar
Prateek N. Kumar is CEO & Managing Director NeoNiche Integrated
Brand Mantra
Today, branding is a function of media fragmentation. With more channels and newspapers reaching out to diverse customer bases, it’s harder for a brand to reach a truly mass audience. Simply stated, marketing that utilizes generic messages to build awareness is no longer the only way to influence customer behavior. Disruptive technologies aided by the advent of social media and smart-phones are driving innovation and looking for new ways to extend the value across cloud, smart devises and digital media. In a tough economic environment, businesses and brands are seeking to improve, adapt and be flexible to the changing environment. The rise of technologies, such as cloud, digital and social media aided by broadband and smart devices has had a significant impact on the way companies operate with a clear focus on improved business outcomes.
By Prateek N. Kumar
Prateek N. Kumar is CEO & Managing Director NeoNiche Integrated
Brand Mantra
Today, branding is a function of media fragmentation. With more channels and newspapers reaching out to diverse customer bases, it’s harder for a brand to reach a truly mass audience. Simply stated, marketing that utilizes generic messages to build awareness is no longer the only way to influence customer behavior. Disruptive technologies aided by the advent of social media and smart-phones are driving innovation and looking for new ways to extend the value across cloud, smart devises and digital media. In a tough economic environment, businesses and brands are seeking to improve, adapt and be flexible to the changing environment. The rise of technologies, such as cloud, digital and social media aided by broadband and smart devices has had a significant impact on the way companies operate with a clear focus on improved business outcomes.
Any business has the potential to target its audience with cost effective on-line marketing techniques that can attract new business and revenue. . This shift has seen the role of technology for brand building change from a support service to an integral player at the heart of operations, with the potential to influence new commercial strategies and affect the shape of a business.
Digital marketing amply aided by its cousin Social media, as a mega-trend is quickly revealing early adopters and laggards. Engagement ads for standard and mobile websites, branded online videos, social media, pay-per-click (PPC) ads, sponsored blog posts, SMS text messages, email distribution, and so on. Increasing your web presence and social media footprint has never been more urgent, whether you’re just starting a business or trying to make an existing one more accessible and appealing to customers.
So, what has aided these new growth drivers?
The answer surprisingly is very simple- Digital and Social media provide cost effectiveness, easily measured and adjusted ROI, viral value, personalized meaningful conversations that are non-intrusive.
The examples are abound, Within just 19 weeks after its release, Korean Star Psy’s “Gangnam Style” became the most popular video on YouTube with approximately 805 Million views, beating out former champ, Justin Bieber’s “Baby,” which held the old record with approximately 804 Million Views over a period of 135 weeks. Closer home, stories like “Kolaveri Di” had a similar impact. Brands like “Chumbak” were created by using Facebook ….only recently Myntra has moved to “Apps only” business model.
So how to go about it? Here are few pointers.
- Your website is not only user friendly with great look and feel but responsive to different devises with easy navigation. There are more than 5 billion mobile phone users worldwide and 1.1 billion smartphone subscribers. Develop smartphone/mobile apps for your brand. There are web tools that can convert your website into an app ….Surprised? Go ahead Google it.
- Create and actively maintain a blog to significantly increase search visibility, establish expertise and build a community, brand trust, and subscriber lists.
- Develop a regular content distribution schedule and stick to it. On the Internet, visuals/images matter. Make sure you use appropriate and powerful visuals to reinforce each touch point.
- Build a subscriber list over time and make sure you keep them informed but non-intrusive and always include your brand’s signature and web link in each email.
- 4 billion YouTube videos are viewed every day. 68% of video watchers share links to the videos. Create highly compelling videos that tell your brand’s story and post them on YouTube.
- Include a “Link to This Page” button on every page that you believe has worthwhile content to increase your site traffic through incoming links. Also add Facebook Like, Tweet, LinkedIn Share, g + 1, pin it and other similar buttons to all worthwhile contents.
- Use RSS feeds to distribute headlines, new content and notifications more broadly.
- Create an affiliate program to extend your reach. And target it with content rich podcast/webcast.
- Above list is not extensive, go ahead and add some more .At the end of the day this is what a brand custodians looks for, A smile of a satisfied customer or the happy roars of an excited audience onground and a hashtag or a tagged post online…..each has that same impact…….That rush of adrenaline when it all falls together as you get ready for the next challenge.
Brand
,
Event
,
Marketing
,
Prateek N Kumar
The Phenomenal 360 degree marketing approach
90’s was an era of ‘one size fits all’ in the brand marketing world, an ad across TV / Radio / Print would ensure enough traction from the audience for brands to gain a sustainable market share.
Technology advancement and digitization over the years have unlocked doors to various channels to connect with your customers in unbelievable, convenient and flexible ways making the marketing world flat. Customer todayis the king where he has the power to choose information wherever, whenever and however he prefers to acquire.
It has become inevitable for brands to reach their customers across all the channels at all point of time to understand, help and support customer needs especially when the brand is comparatively new.
Here are few tips to involve the target audience without annoying them.
- Analyze the most convenient medium for your TG
- Have a right mix of marketing mediums.
- Have a robust digital marketing plan.
- Focus on Social media to interact, support and engage your audience.
- Use SEO (Search Engine Optimization) and SEM (Search Engine Marketing) for better visibility of your brand
- Mobile marketing is one the most effective tool for customer engagement.
- Blogs is the most cost effective way to connect with the TG.
- Participate in forums/online discussions
- Create your own community platforms for like-minded audience.
Brands today need to adapt to this change by shifting from ‘one size fits all’ to more ‘custom made’ approach, after all today Its not what the brand wants to say, rather its what the consumer wants to hear,
Evolution of marketing approach from traditional to experiential realm
In this ever-changing world, it would not be an element of surprise if one says that brands live with us. Call it evolution, call it change, call it shift, or call it a new era, experiential marketing has surely taken selling to an entirely new level. While Brands today have changed focus from a sole customer satisfaction to customer delight, customer experience has swiftly become a key tactic in many marketing campaigns.
Traditional branding
The traditional branding had a functional approach which involved making the customers aware of the features, benefits and the use of the product through word of mouth. It meant captivating customer’s attention and making the product visually appealing. While this approach would allow your potential customer to listen, read or to view your brand messaging, which would limit to one way communication and would not guarantee the unflagging loyalty of the customers.
The shift
Customers today want to discuss before they evaluate, they want to interact to understand whether they are taking the right decision and they want to experience before they buy. The reason for the shift to experiential marketing is to gain everlasting brand loyalty of the customers. The customers today play a significant role in making the branding strategies of the marketer a success, since loyalty comes from the repetitive consumption of the brand. It can simply be defined as a shift from telling the customers about a product to making them experience it themselves.
Experiential Marketing; The new drive
Experiential marketing has more interactive approach, which engages your customers in a dialogue to generate a deeper level of emotional connect. Today expectations are driven by experiences, in order to get customers attached to your brand, the new age marketers create innovative physical, emotional, thrilling or lifestyle related brand experiences. The purpose is to have a long-lasting memorable impact on the customers’ mind and they would in-turn take ownership of your brand marketing because they Have an emotional investment attached to your brand.
As rightly said:
People will forget what you said, people will forget what you did, but people will never forget how you made them feel.
How can event planners leverage on social media to enhance audience experience.
Social Media- hearing this term makes us go round to meet and communicate with the people around the world. While, social media is also considered to be a podium for exchanging information, getting updates on any relevant incident/event and sharing knowledge. Social media has influenced everyone’s life in a way we had never thought. Hence, it becomes the corporate obligation of the event planners to take their shows online and promote through social media.
Why take your event to the social media?
Making an event a success on social media is in need because it helps you easily target the people you want to reach out to. Rather than settings campaigns, we can have strong discussions on social media. The use of social media has largely revolutionized many industries, but when it comes to events or seminars; it is again playing an increasingly important role. Each and every activity of the event can be promoted through social media including the photographs, videos and the presentations too.
Best practices for events promotion on social media
Here is a showcase of some of the best practices which the event planners should undertake for promotions:
- Organize the events by providing online tickets to people
- Promoting speaker blogs before the event
- Make videos and share them to engage the masses
- Promote the event by creating taglines on the event listings
- Make the hash tag unique, viral and memorable
- Enhance the experience lively by getting check-in and by giving away prizes
- Post on Google Ads including the details of your event
- Take words out from the audience present at the event, by taking their interviews
- As we mostly do, create your event page on Facebook
- Share the entire information of the event at the right time with full enthusiasm and promote regular updates on it
- Have twitter trivia to engage audience over a discussion
- Have technology integrated in the form of self check kiosk/photo booth
- Stay responsive on social media even during the event
- Provide free wifi for the audience to engage online
You can do all that’s stated above and in the end, most importantly you can also get the ratings of your event from the attendees on the media itself. By adopting these social media best practices, Event planners can enhance experience, increase affinity, stimulate engagement and sustain the event buzz long after the event day.
IPL Branding
Indian Premiere League, also called as ‘India ka tyohaar’ is one of the largest event on the global sports calendar. A highly successful sporting model, this format of a cricket tournament has gained massive popularity in cricket-obsessed countries in the last few years. A number of factors led to the increase in the adoration of this sport and the power of its branding is definitely one among them. A perfect blend of big sponsors, high profile celebrities, famous brands and eminent capitalists, the IPL Branding has gone a long way to steal the show!
Did you know these interesting insights about the IPL league?
1) Marketing Patterns:
- The IPL is till date one of the largest platforms to have scored maximum brand staging
- It encourages creation of exclusive ad campaigns like the Vodafone ZooZoo ads, aired only during the T20 league
- The sponsors are given maximum footage by featuring their name and logos on every team’s uniforms
- Another noteworthy mention is the “Oh Yes Abhi” pop-up on the score-boards
2) Sources behind Outstanding profit for IPL teams:
- Ticket Sale
The tickets sale for the IPL matches is the supreme revenue generato.80% of the tickets for the match are in the hands of the IPL teams whereas 20% of the tickets are in the hands of the organizers - Big brand sponsorships
The big famous brands are the biggest revenue machines. These brands are always on the lookout to grab the eyeballs of the thousands of IPL fans. It is no surprise that Pepsi is banking on its title sponsorship worth Rs. 396.8 crores for the next 5 years. - Merchandising
Every IPL team manufactures their own merchandise like caps, T-shirts, wrist bands, etc. These are a big hit with the fans and get sold like hot cakes by them
IPL has changed the eminence of many industries and how!:
- Sports material
This cricket league season that comes every year from April to May increases the sale of sports goods drastically. The sports brands deliberately endorse these products during this peak period to create an emotional connect with the audience and secure the highest possible sales - Channel broadcasts
The official broadcast channel of this league every year, Sony Max receives whooping rates for featuring advertisements during the IPL. The channel then comes up with various schemes and strategies to ensure maximum viewers during the live broadcasts of the matches - Food Brandings
Food outlets go all out to promote and sell their brands inside the stadium like Fast Trax. Food ordering apps like Tiny Owl also leverage their chances to get fame during the league - Printing sectors
Printers, designers, promotional posters, banners and flyers gain immense popularity during this season.
The T20 Premiere league is not just a game, it is a grand festival, a flourishing source of branding and advertising, definitive to accelerate sales during this season. Cricket is a religion in India and those marketers who have understood this fact know well the bounties of using this platform as a tool for large scale marketing and advertising.
Cloud solutions simplified and delivered at the AWS India Partner Summit
In an endeavour to stay connected with business partners, Amazon Web Services, a leading cloud-service provider conducted the AWS India Partner Summit across the cities of Mumbai, Bangalore and Delhi on 27, 29 April and 1st May 2015. The objective of this premier cloud networking event was to educate potential and existing partners about the AWS ecosystem and the latest tools and content required for success in the Cloud journey. NeoNiche was chosen as the experiential marketing associate to conceptualise and execute the complete event. A dynamic website in addition to multi-channel communication platforms were used to reach out to the carefully profiled target audience. Every registration was nurtured to ensure maximum attendance. Strategic venues were finalised across the cities keeping in mind the accessibility of all the guests. A large-screen setup was used to facilitate easy legibility and viewing. The set up design and execution were managed with precision, backed by a well-co-ordinated on ground technical and production support. Appropriate branding elements at prominent touch points complemented the elaborate agenda that was spread across the latest announcements, customer testimonials, technical sessions and hands-on training led by AWS team. Exclusive sponsor zones were created as part of the sponsor management strategy. The latest product and technologies were eminently displayed at the expo pavilions. A live screen was mounted to feature trending social media updates...
Amazon Web Services conducts AWS India Partner Summit
New Delhi, 4th May, 2015: In an endeavour to stay connected with business partners, Amazon Web Services, a leading cloud-service provider conducted the AWS India Partner Summit across the cities of Mumbai, Bangalore and Delhi on 27, 29 April and 1st May 2015.
The objective of this premier cloud networking event was to educate potential and existing partners about the AWS ecosystem and the latest tools and content required for success in the Cloud journey. NeoNiche was chosen as the experiential marketing associate to conceptualise and execute the complete event.
A dynamic website in addition to multi-channel communication platforms were used to reach out to the carefully profiled target audience. Every registration was nurtured to ensure maximum attendance. Strategic venues were finalised across the cities keeping in mind the accessibility of all the guests.
The objective of this premier cloud networking event was to educate potential and existing partners about the AWS ecosystem and the latest tools and content required for success in the Cloud journey. NeoNiche was chosen as the experiential marketing associate to conceptualise and execute the complete event.
A dynamic website in addition to multi-channel communication platforms were used to reach out to the carefully profiled target audience. Every registration was nurtured to ensure maximum attendance. Strategic venues were finalised across the cities keeping in mind the accessibility of all the guests.
Read More at... Mouseworldnow.com
Financial Experts and Investment Gurus gather to discuss the future of the Indian banking Industry at the South India Banking Conclave 2015.
The burgeoning Indian economy is in the hyper-active phase and places a host of challenges on the Indian banking industry. Mint, India’s second largest newspaper realises the criticality of the issue and organized the South India Banking Conclave 2015, a high level business conference on the 29th April 2015 at The Ritz Carlton, Bengaluru. Panellists at the conclave comprised of the biggest names in the south Indian banking and financial sector- VS Radhakrishnan (MD and CEO, Janalakhsmi Financial Services Pvt Ltd), Samit Ghosh (Founder and MD, Ujjivan Financial Services Pvt Ltd), Alok Prasad (CEO, MFIN) Chandra Shekhar Ghosh (Chairman, Bandhan Financial Services Pvt Ltd), TM Bhasin (CMD, Indian Bank and Chairman, Indian Banks’ Association), Santanu Mukherjee (MD, State Bank of Hyderabad), CVR Rajendran (CMD, Andhra Bank) Amitabha Guha (Chairman, South Indian Bank Ltd)...
Read More at Corecommunique.com
Sports Events: A Boost in India Tourism
Imagine a trip to watch your favorite sport with family and friends- The thrill and fun will be absolutely worth all the money you spend. This is exactly the reason why sports enthusiasts are ever so ready to shell out a good amount of money to watch their favorite player play.
Basic advertising does a decent job of attracting visitors to a city, country or place. Let’s think about creative promotional tourism strategies that go beyond just basic advertising…..Sports Events! Hosting a major sports event could undeniably be one of the methods to augment the country’s tourism.
Basic advertising does a decent job of attracting visitors to a city, country or place. Let’s think about creative promotional tourism strategies that go beyond just basic advertising…..Sports Events! Hosting a major sports event could undeniably be one of the methods to augment the country’s tourism.
Throughout the sports event being held, many sports lovers will unswervingly be attracted to the host country, in order to watch and participate in the events. For example, the IPL matches held in India almost every year helps attract an enormous amount of tourists, especially those from neighboring countries. This also engenders massive revenue to the local catering as well as the hospitality industry and is less probable to be affected by political uncertainty or oscillations in the economic development of the country.
Furthermore, holding sports events can also work as a resilient inducement for the Government to expand local infrastructure, in turn stimulating the progress and expansion of the region’s tourism. An outstanding example elucidating this is the hosting of the Commonwealth games in 2010 in Delhi- The largest international multi-sport event to be staged in Delhi and India, casting a shadow on the Asian Games in 1951 and1982. A noteworthy fact is that the Commonwealth Games village was built on the flood plains of the Yamuna with the purpose to host the games. The official mascot of the Games was Shera and the official song of the Games, "Jiyo Utho Bado Jeeto", was composed by celebrated Indian musician A.R. Rahman. This speaks about the grandeur and significant effects of this event.
Finally, like aspiring athletes, aspiring host cities seek their moment of fame, the opportunity to show the world what they can do better than anyone, and anywhere, else. The tourists visiting the country at the time of the event being hosted work as live advertisements, why not do our best and bank on them?
Major sporting events are actively sought after by governments. The long-term benefits far outweigh the short-term cost. Through major events critical initiatives can be addressed, core attitudes shifted, key strategic priorities fulfilled. To take on the responsibility of host city (or nation) of a major sporting event demands unprecedented levels of commitment to delivery of a very tightly defined, carefully watched and painstakingly engineered set of contracted deliverables. Hire the experts to execute these deliverables and the entire nation enjoys the benefits of a job well done!!!
Event Monitoring
The difference between a good event and a bad one is apparent, isn’t it? So how do you make a lasting impression then? By delivering a GREAT event- It is that easy and also that hard!
The basic constituent of an impactful event is active promotions through invitations, automated online registrations and integrated marketing techniquesthat include direct mails, outbound phone calls as well as an up-to-datewebsite for the event. As a matter of fact, email invitations are considered to be the most cost-effective marketing technique and capture the attendee- interest, better than any other medium. Hence your email invites must look extremely professional with exceptional graphics, an extremely effective subject line and crisp yet engaging content. Accuratelyhustling email event invitations along with an online event registration is the next step and a sure shot way to vividly increase the number of attendees, it reduces manual data entry and simplifies the tracking errands.
Looking to put together a perfect event? Here is what you need to do:
1.Personalized invites:
Keep your target audience as the central focus and accordingly design your email invite. You need to make sure that every group of invitees must get definite message custom-made to their interests
2.Campaign Management:
Anothersignificant point is an active campaign management. The point is to keep tracking the number and statuses of theinvites in order to efficaciously monitor the campaign launch and predict measurable results
3.Proper usage of the Web Site/Web page for the event:
Crafting a captivating event web site/ web page is also an essential part of event marketing. In fact, in today’s scenario it is extremely important for an event to allow its attendees to register as well as make payments online through the web site
4.Make payments automated:
Taking up the responsibility of physical event payment processing is going to take a toll on your time and energy. Your savior here is an automated fee collection system through online payments.
5.Get a Grip of Technology:
Data entry, packingenvelopes, physical payment processing, creating manualreports,effecting telephone registrations, physical surveying and other such errandschomp anincredible amount of time and means.There are numerous event technology solutions to mechanize and modernize the event planning procedure. In order for events to be executed at par with or even exceed expectations, the use of accurate event marketing and management software is extremely vital
Events are a great opportunity for your company to showcase its accomplishments and build a good brand reputation. Although this may seem like a daunting task at start, stayingorganized and well planned at every stage will surely make your event a successful one.
Tips for a successful physical event
Your mind might get overpowered with a number of thoughts when you think of organizing an event for your business. Is my business big enough to hold such an event? Will there be enough budgets? Where should I start?And many more... An expert here is your savior, he can explain to you that bigger isn’t always better. An event can easily be organized keeping in mind your business size and requirements. The most important aspect is to make sure that the outcome of the event is insightful.
You need to make sure that your event is planned in such that it creates a memorable experience in the minds of attendees for all the right reasons. An expert can help you keep elements in your event that keep the audience engaged and add a bit of surprise as the event progresses.
You need to make sure that your event is planned in such that it creates a memorable experience in the minds of attendees for all the right reasons. An expert can help you keep elements in your event that keep the audience engaged and add a bit of surprise as the event progresses.
Here’s a list of definite do’s to have an impactful event and to utilize your budget in the best possible way.
1. Planning is the key:
Everything needs to be planned way ahead of execution. Especially when talking about a business event. Such events can never be spontaneously planned; a lot goes into figuring out what is expected out of the event and the best ways to achieve it.
2.Food and Drinks:
Maybe not the most important part of hosting a business event, but definitely an important part for reasons beyond taste.FnB plays an important role to complete the attendee experience, essential considerations while choosing the right menu includes location, climate, audience, time. Allocate your budget on this keeping in mind your requirements, here an expert will come handy, so make sure there is someone to guide you through.
3.Include the additional costs:
Make sure to include all sorts of additional fees into the allocated budget. There can be many expenses that you tend to forget while calculating the costs. For example, the endless hotel charges including charges for services, permissions and additional attendees. These are easy to manage when guided by an event manager.
4.Don’t ignore the invites:
Make sure that you invest enough time and money on the invites as well. This is a prelude to your event, hence needs to be attractive enough to carry your brand message
5.Invest on the speakers:
Make sure that the speakers are powerful enough to engage the audience; no one will be interested to attend your event again if your speakers were unable to deliver value to the attendees.
6.Engagement is the key:
Your event should be able to engage the attendees the way competition cannot. There are various ways to do it, one of them being the introduction ofinteractive filler elements in the event.
Whether a big brand or an evolving one, you will surely agree that at the end of the day it is all about creating meaningful experiences.
The Future Warehouse of the World- India
Our country, India is by far one of the fastest growing economies in the world, hence there is a bright economic future that awaits us. Digital transformation is taking a front seat in our economy along with other modes of progression-The era of the computer-driven economy is here and it sure is pacing up.
Be it education or labor skills, India is known to have a huge pool of talentedpeople. The educated lot are capable of speaking English and other foreign languages and hence are in great demand in global entities. India is at par with the world when it comes to building for itself, a skilled society. Our country has progressed rapidly in the global race for e-commerce and has reigned supreme in the IT sector. In the past one decade or so, we have taken remarkable strides, particularly in the software and IT enabled services. There has also been a considerable growth in the Information Technology Institutes in the country in an effort to support continuous research and development.
Each day sees the dawn of a new strategy to be able to successfully operate in the most complex and intricate markets. The strategies used a decade back are now considered obsolete and ancient. Today, brands and businesses work on a global gauge, striving to excel and reach every nook and corner of the world. IT is the tool that helps you stay connected with your business across the globe- being physically present everywhere is just not possible, here the role of networking as well as communication takes a front seat and IT indeed comes to our rescue.
When it comes to Human capital, India by far has the biggest advantage of having a large English speaking population that has access to world-class education, research and management institutions that have been developed as a direct result of investments in self-reliance in science and technology.Therefore, it would be more than justifiable to say that India is and will continue to be a host and warehouse fordevelopment of the world.
Be it education or labor skills, India is known to have a huge pool of talentedpeople. The educated lot are capable of speaking English and other foreign languages and hence are in great demand in global entities. India is at par with the world when it comes to building for itself, a skilled society. Our country has progressed rapidly in the global race for e-commerce and has reigned supreme in the IT sector. In the past one decade or so, we have taken remarkable strides, particularly in the software and IT enabled services. There has also been a considerable growth in the Information Technology Institutes in the country in an effort to support continuous research and development.
Each day sees the dawn of a new strategy to be able to successfully operate in the most complex and intricate markets. The strategies used a decade back are now considered obsolete and ancient. Today, brands and businesses work on a global gauge, striving to excel and reach every nook and corner of the world. IT is the tool that helps you stay connected with your business across the globe- being physically present everywhere is just not possible, here the role of networking as well as communication takes a front seat and IT indeed comes to our rescue.
When it comes to Human capital, India by far has the biggest advantage of having a large English speaking population that has access to world-class education, research and management institutions that have been developed as a direct result of investments in self-reliance in science and technology.Therefore, it would be more than justifiable to say that India is and will continue to be a host and warehouse fordevelopment of the world.
Today’s branding is a function of media fragmentation: Prateek Kumar
Experiential marketing company NeoNiche Integrated Solutions specialises in brand activation and consumer outreach programmes and has executed more than 500 campaigns till date. Leading corporate and brands have chosen their ideas and unique approach to get up close and personal with their customers. In conversation with allaboutoutdoor.com, Prateek N Kumar, Founder & Managing Director, NeoNiche Integrated, speaks about the growth of BTL activations in the country.
Below-the-Line (BTL) advertising has been gaining bigger share of clients’ advertising budgets over the last few years. How innovative has BTL become? And in the recent past can you name any BTL activation that can be termed as really innovative?
BTL has gained prominence over the years and will continue to do so as advertising communication is evolving from an ATL-BTL model to a Through the Line (TTL) model. We see this upsurge as today’s branding is a function of media fragmentation. More channels and more newspapers reaching out to diverse customer base makes it harder for marketers to reach a truly mass audience...
Read more at.. Allaboutoutdoor.com
Below-the-Line (BTL) advertising has been gaining bigger share of clients’ advertising budgets over the last few years. How innovative has BTL become? And in the recent past can you name any BTL activation that can be termed as really innovative?
BTL has gained prominence over the years and will continue to do so as advertising communication is evolving from an ATL-BTL model to a Through the Line (TTL) model. We see this upsurge as today’s branding is a function of media fragmentation. More channels and more newspapers reaching out to diverse customer base makes it harder for marketers to reach a truly mass audience...
Read more at.. Allaboutoutdoor.com
Brand
,
Marketing
,
NeoNiche
,
News Release
Adgully coverage - NeoNiche
A new idea or new campaign can flourish faster with the help of good marketing. Finer market reach always helps in building the brand bigger. The success of major campaigns is a result of great marketing that is constantly backing them up. With 2014 coming to an end we decided to dwell more into the strategies and expect changes in the marketing companies.
Adgully caught up with Prateek N Kumar, CEO & MD, NeoNiche Integrated Solutions Pvt. Ltd. who is known as the “Milestone Man” responsible for converting the company into the largest profit centre within the organization in 5 years.
Integrated Marketing Solutions is something that is growing in India and a lot of brands are demanding these services. Sharing insights about his key clients Kumar said, “NeoNiche is working with more than 98 brands as of today across different Industries including ,IT Pharma, Healthcare, Media ,Consumer Durables and core business and for us all these clients are equally important”...
Adgully caught up with Prateek N Kumar, CEO & MD, NeoNiche Integrated Solutions Pvt. Ltd. who is known as the “Milestone Man” responsible for converting the company into the largest profit centre within the organization in 5 years.
Integrated Marketing Solutions is something that is growing in India and a lot of brands are demanding these services. Sharing insights about his key clients Kumar said, “NeoNiche is working with more than 98 brands as of today across different Industries including ,IT Pharma, Healthcare, Media ,Consumer Durables and core business and for us all these clients are equally important”...
And the Generation Feels...
The story tries to analyse Indian youth's outlook on life and morality. There is a certain irreverence in our approach to life now than earlier and the story tries to de-construct that change. Is young India unshackled? Are we realists who are not too burdened by expectations but do what we want to do and appreciate independent thought and action over conformity? How are brands approaching this shift?
?This story looks at the fun side of India, how are serious and taboo topics seeing a shift in the eyes of the youth, how humour and satire are becoming increasingly powerful in public discourse and creating a more nuanced debate instead of essentialising debates.
Prateek N Kumar
It is said that we spend first half our life understanding our past generation and the next half understanding the generation presiding ours, Youth of today have inherited a generation which is very different than any previous generations. Its far more exciting, challenging and stressful…..The advent of social media, broadband connections and smart devices have connected them to world at large. In such flatter world where globalization has become the catch phrase they are no longer shackled by norms of a single Nation, Society or culture. While they are constantly judged by older generation who see their actions through the prism of a single culture and norm and shake their head in nostalgic monotones. Today’s youth is grappling multitude of challenges and also enjoying plethora of opportunities which were not available to generations of the past. Their irreverence is actually rooted in wider knowledge and awareness , The world has changed from “ Tell me and I will know” to “Let me find out myself” .
?This story looks at the fun side of India, how are serious and taboo topics seeing a shift in the eyes of the youth, how humour and satire are becoming increasingly powerful in public discourse and creating a more nuanced debate instead of essentialising debates.
Prateek N Kumar
It is said that we spend first half our life understanding our past generation and the next half understanding the generation presiding ours, Youth of today have inherited a generation which is very different than any previous generations. Its far more exciting, challenging and stressful…..The advent of social media, broadband connections and smart devices have connected them to world at large. In such flatter world where globalization has become the catch phrase they are no longer shackled by norms of a single Nation, Society or culture. While they are constantly judged by older generation who see their actions through the prism of a single culture and norm and shake their head in nostalgic monotones. Today’s youth is grappling multitude of challenges and also enjoying plethora of opportunities which were not available to generations of the past. Their irreverence is actually rooted in wider knowledge and awareness , The world has changed from “ Tell me and I will know” to “Let me find out myself” .
The Evolution; Marketing that was and that is...
80s and 90s was years when our generation was growing up. The ASIAD Games gave us more than the mascot “Appu”, it was for the first time TV telecast happened in colourand opened the floodgates for advertising. We still remember Lalitaji’s pearls of wisdom on which washing powder made your whites look whiter as it was hard to miss on Sunday morning television along with “Ramayana” and “Mahabharata”.
Those were the times when every brand aspired to be on national broadcaster Doordarshan. An appearance on DD was perceived to be a landmark. The brief for agencies was to create TVCs that appealed to DD’s vast audience.
The new millennium is more than a decade old nowand terms such as Above the Line (ATL) and Below the Line (BTL) for brand communication and there are specialized agencies and teams within them for every aspect of a brand’s life. Lot has changed today and lot will, globalization and technology advancement is shaping the way we perceive and see things now like never before. Strategies, tactics, and processes that just a decade ago reigned supreme, now look a little out of sync, when viewed through today’s consumer perspective.
Today branding is a function of media fragmentation. More channels and newspaper are reaching out to diverse customer base, makes it harder for marketers to reach a truly mass audience.While ‘ATL’ is all about brand persona glorified on mass media, ‘BTL’ makes the brand come alive through experiences.Simply stated, above-the-line marketing that utilizes generic messages to build awareness is no longer the best way to influence customer behavior.
We do live in exciting times, where things change within a blink of an eye. Today speed-to-market with the right message at the right time through the right channel while maintaining brand consistency, coordinating with multiple stake holders, developing actionable insights are clear challenges that a brand faces and the same is addressed more effectively by BTL.
These shift from ATL to BTL spending is in part the result of changing consumer attitudes; more sophisticated consumers with access to information available on their smart devices, demand relevant messaging that engages them in a dialogue, and allows them to interact with the brand through their preferred communication channels. At the same time, technology allows marketers to better target consumers, and to better track results and measure ROI of BTL campaigns.
BTL initiatives are more successful because they stress targeted and customer-centric communications. Below-the-line also creates measurable results and ROI metrics, which are important to marketers under growing pressure to prove the value of their campaigns, this demand for quantitative results continues to intensify as more and more technology advancement are taking place with each passing day.
As the line between traditional ATL and BTL has started blurring, marketers have started looking for a more robust marketing mix, one which will interact with consumers in unbelievable ways at various touch points, allowing brands to come alive for the TG by creating connections between brand and consumer, in their personal world. These connections are formed by experiences that are personally unique butrelevant to the consumer, has high recall value are interactive, and invokes emotions that lead to sales and brand loyalty.
The new era has also made digital and social media inventions that has given rise to another form "Through the Line" where it is all about experiences.As the lines blur between the real and virtual, many brands are making an effort to integrated digital & Social as part of their marketing mix to reach out to the consumers. Especially, when technology allows them a two-way communication with their target audience unlike before when it was just one way communication.
While the current BTL trends are exciting lot is yet to happen in India. With its diaspora of culture,demographics and geographies. As smaller cities and villages are connected by better roads, electricity, and infrastructureand connectivity. a new and almost untapped set of target audiences will create opportunities for Brand and Marketers where marketing will be through smart devices and even more personalized.For brands life within the pixel will change the biggest challenge will be to have less intrusive touch points yet establish a more relevant one on one connection ….A paradox isn’t it?
Good advertising can lead to action: Prateek N Kumar
In today's digital environment with all the broadband connectivity and smart devices, the line blurring between the real and virtual, many brands are making an effort to create virtually real experiences to reach out to their consumers. Now technology allows them a two-way communication with their target audience unlike in an earlier era when they were left doing only the talking. Not only do consumers respond in real time on the digital platform, it is faster, more measurable and result-driven and helps brands understand their users and reward loyalty.Unlocking Experiential Marketing -Prateek N. Kumar,NeoNiche
Indian market has entered into a new world of globalization and technology advancement. The new market dynamics have shaped the way we perceived and see things like never before which has given rise to a whole new breed of consumers. Today consumption is no longer about available choices but getting what you want on your terms. The era of “one size fits all” has moved to “Custom made”, it has now become imperative for the Businesses and Brands in India to create differentiation and break away from the clutter and make a space in customer’s mind space which has multitude of choices. Excerpts Prateek N. Kumar, Managing Director& Chief Executive Officer , NeoNiche Integrated Solutions in an exclusive interaction with Faiz Askari of SMEStreet. In this exclusive interaction, he highlighted the market trends and potential of experiential marketing.
Read More at... Mestreet.in
Corporate Governance and Startups: Prateek N Kumar
It was the Autumn of 80s, I can still remember the day, sky was clear with hues of blue and gold, the possibilities of summer was gone, and winter chill was looming on the horizon. My mother had dressed me and my brothers in white kurta and pajamas’ that day and one of father’s colleagues had taken us to office that day- it was 15th of August, our Independence day.
Read More at... Economylead.com
Unlock your Brand potential -Developing an understanding of Why Brand matters
Today there is an explosion of newer and better products, trending technologies, economic uncertainty and great competition between various entities fighting for a piece of the customer’s mindshare. Amidst such a cut throat battle, it is hard to sell in the long run through only supreme product delivery and constant innovation. So what is it that will keep you ahead of the race? The answer to this mammoth question is your Brand and the experience it delivers.
Brands are more than just logos or product names or graphic elements. A brand is the way your customer perceives you, it is in essence the emotional heart of your product or service- A means of communicating the conceptual subtleties of your purpose and values.
The customer’s perception is no longer driven by product efficacy. In this era of instant gratification, material satisfaction is so easily attained that emotional fulfilment is now the real driver of business growth and sustainability. In order to establish this emotional connection with the customers, brands must earn their trust. Brands must be honest, open, transparent, authentic and genuinely interested in how they can be of value to customers, rather than just making a sale.
They key is consistency of purpose and execution at every customer touch point. Today’s sophisticated customers demand relevant messaging that engages them in a dialogue and allows interaction through preferred communication channels at an emotional level. We as marketers or agencies should be able to roll out integrated campaigns across various mediums that help create meaningful experiences and gain a tangible return on marketing investments for the brands.
Come discover the fullest potential of your brand by operating in the realm of Experiential Marketing, as we at NeoNiche will help strengthen relationships between your brand and people who matter most. We vouch to deliver clutter-busting experiences through our personal brand promise of Ideas, Innovations and Insights.
Subscribe to:
Posts
(
Atom
)
