Campaign name and spend matter, says Kidstuff Promotion survey
With more clutter and less Return on Investment, marketers are going back to the basics. Kidstuff Promos & Events Pvt Ltd has come out with ‘Promo Survey 2005’, which is an endeavour to help marketers understand the consumer’s psyche to devise better campaigns.
With more clutter and less Return on Investment (ROI), marketers are going back to the basics. Consumer insights have become increasingly important for clear and effective promotions and campaigns. Kidstuff Promos & Events Pvt Ltd, a promotional marketing services company, which launched its consumer insights division, ‘Kidslink’ in India in 2001, has come out with ‘Promo Survey 2005’, which is an endeavour to help marketers understand the consumer’s psyche to devise better campaigns.
The survey covered 10 cities across India – Delhi, Chandigarh, Lucknow, Mumbai, Pune, Ahmedabad, Bangalore, Hyderabad, Chennai and Kolkata. The methodology involved one-to-one interviews with the customers and retailers.
The findings are quite interesting. While the customer report points to a good name, big spends, value of top-prize and connect with all age groups as factors for success, the retailer report indicates that innovative campaigns do well and that it is important to keep the retailers satisfied through adequate and timely incentives.
The reports also bring out the fact that grocery stores are the best place to target the prospect.
Customer Report Findings
- A promo must have a striking name, buzz is created around that name
- Campaigns of daily-use products have higher recall. Repeat purchase of these goods ensure higher recall
- Campaigns should involve all and sundry. TG must be spread across all ages, gender and SEC
- Promos should be supported by good media spend
- A promo thrives on the perceived value of the Top Prize. All media hype and PR exercises are built around it
- Base Prize drives participation. Wow factor helps in ensuring participation and high TOM recall
- Customers love campaigns that give them a better chance of winning
- A small purchase (by value), doesn’t help much
- The local grocery store is the best place for targeting the prospect. This is the point where the ultimate purchase decision is made
- Lot of promotions are happening at multiplexes and malls. Marketers are reaching out to their prospects when they are at their leisure
- Phone is the most preferred medium. Customers prefer to do away with middlemen altogether and contact the company directly to get their prizes, this they feel will quicken the process and prevent loss of any prize
- Companies need to disguise their data collection process because only 31 per cent willingly give away all contact/personal details. Rest of them either shy away from disclosing their details or barely provide the minimum information necessary (for participating in the campaign)
- A promotion can get you a trial purchase
- 80 per cent respondents would try a new brand if an offer is available. A repeat purchase, however, would only happen if the customer likes the new product
- 20 per cent of the customers are loyal to their brands
- 73 per cent respondents would not mind buying products in advance. Incentives to indulge customers (in buying additional amount), however, would differ
- 67 per cent buyers would be happy with any small incentive, while others would want a gift with high-perceived value
- Consumers don’t have any preference for Premium Immediacy
- They don’t have any preference for assured prizes if better prizes are on offer through a lottery
- Consumers prefer premiums, which have a better fit with the product
Retail Report Findings
- A promotion is driven by prizes
- Promotions of big brands do well
- Incentive for retailers motivates them to actively support a campaign
- Innovative campaigns can be a huge success
- Consumers like schemes where they don’t need to put an effort to get a prize
- They like schemes with assured prize
- 32 per cent retailers would stock a new product and give more shelf-space only if they have a good relation with the company
- 29 per cent are willing to stock a new product
- Whatever ways (medium) the company adopts to inform the customers about a campaign are probably not good enough; the customer has lots of doubts in his mind about the campaign – marketers need to work on their communication
- This further emphasises the importance of the role of the retailer as the interface between the company and its customers – the company has to ensure that retailers are well-conversant with the promo details as they need to clarify the doubts of the customer on the spot
- The survey also tried to find out whether retailers face any problems during a campaign. The biggest grudge that the retailers have is the delay in getting their incentives (handling charges/prizes) from the company (47 per cent)
- 90 per cent retailers are happy to be a part of the prize delivery mechanism
What comes out from the survey is a need for promotions to be more innovative, with a name that has good recall and the importance of keeping the retailer satisfied with timely incentives. Apart from these, clarity in communication, good company-retailer relations, better brand-promotion fit also came out as points to be taken care of.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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