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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