Friday, September 25, 2015

Food for stomach, food for thought: WORKSHOP MARKETING approach

Glamorous start!
Times Network had an interesting concept that was meticulously executed at Hotel Taj Vivanta, M G Road, Bangalore on 18.9.15.  I was invited for it… another colleague Mr. Harish, too got an invite for the same.  It was what I call as a WORKSHOP MARKETING approach.

Times Network is a big media organization having pan-India market leader products like The Times of India, The Economic Times and six TV channels including Zoom, Times Now …

The idea was to engage with prospects (like me), try and convert them into TV advertisers.  The bait was a 45 minute highly engaging educative talk by STEPHEN PEAD, Marketing and Branding expert, NRS Media International, Sydney, Australia.  The topic of Stephen’s talk was: THREE WAYS TO GROW YOUR BUSINESS.  The setting was Taj Vivanta: a five-star hotel on M G Road, Bangalore, an up-market address!

The entire event was given an aspirational appeal, so attendance was good.  The follow-up too was sharp and persuasive, so prospects were motivated to attend the workshop.

The marketing process from the TIMES GROUP, including, sending invites, telephone follow-up, sorting the prospects and understanding those prospects where conversion chances were bright, was thoroughly analysed and executed with aplomb by their sales team.

Scintillating Stephen

Stephen Pead, gave advertising gyan in an attractive manner with great graphics and videos too.

Some of his gyan (knowledge) nuggets are here:

a)      In the three ways to grow your business, answer the question: WHAT IS YOUR BUSINESS PLAN?  The business plan should be robust: the sales and marketing strategy in the business plan should drive customers to the business.  This can be done through advertising.  The advertisement should promote the product successfully and be effective.
b)      Brand advertising is also called top-of-mind advertising, image advertising, brand recall advertising and awareness advertising.  It is easy to recall 3 brands in any category.  However, the fourth and fifth is always difficult.  So it is vital to ensure leadership positions for the brand in a category.  Advertising helps move the brand into the consideration set of customers (on top of the ladder of recollection).
c)      CALL-TO-ACTION advertising supports brand advertising and branding.  This is a tactical advertising approach.  An example of call-to-action advertising is: September sales is here!  50% authentic discount on product A, rush and buy today, offer open till stocks last!!  However, such campaign or activation or call-to-action advertising approaches, which have sinus curve, will show gaps in the advertising campaign (ie., there are periods with no ads.).

Peak and valley activation advertising strategy has gaps in campaign (see ppt foto)
d)     To maximize impact of advertising, it is essential to have a campaign for 12 months, and the call-to-action advertising should ride over and above this sustained twelve month campaign.
e)      Good advertising should clarify: WHO YOU ARE, WHERE TO FIND YOU AND WHAT WE DO.
f)       “Repitition makes your reputation”: repetition is the core of advertising.  Promote in a differentiated way in a confusing market place. 
g)      The equation of advertising success and for a good advertisement:
Good advertisement = HERO (product) + EMOTION + RECALL

Make the product the hero, ensure person (reader or viewer or listener of advertisement) gets positive emotion and ensure recall through differentiation (eg., clutter free ad., excellent colour, etc).
h)      Stress on the USP of the product; provide the competitive advantage of the product, and the point-of-difference.
i)        Answer the question to WHAT IS IN IT FOR ME (customers are posing this question in their minds constantly).
j)        Analyse: What are you saying? To whom are you saying?  How many times are you saying?

The other speakers from Times Group provided information on exciting invitation deals for potential advertisers to enter national advertising using the TV channels of Times group.  They also gave analogies on how commodities through right use of branding concepts (logo etc) can be converted into brands for obtaining better market value.  The central message was to latch onto power of branding through TV advertising using the TIMES network of 6 TV channels.

This was done by Times group through a smart way of WORKSHOP MARKETING, the workshop being conducted by Mr. Stephen Pead! 

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