Brand Communications, Telecom & Cricket

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In 1993, when Shimona Rashi danced her way to the cricket pitch with the Cadbury Dairy Milk in her hand, the brand, Dairy Milk instantly became a household name. Ogilvy and Mather connected the product with the right sentiment of the Indian audience, Cricket. Over the years the brands have taken cricket as language to establish communication through Indian homes. Consequently from FMCG products to luxury goods all have played on the same Indian pitch, successfully hitting the gallery.

The economy is highly competitive with multiple brands producing similar goods. The companies are now using hammering technique to register the product in consumer minds. Cricket is one of their safest bet. Brands tie up with cricketing events as exclusive partners, title partners, network partners, beverage partner and the list is endless and innovative as well. It is all about demanding more airtime during television broadcast, and more ad spaces in the stadiums.

Communication Services connect through Cricket

The telecom sector is super active with cricket as their main advertising strategy to create instant reach. Thus connect and dig niche in India market through its cricket lovers. The telecom sponsored cricket tournaments had a huge kick-off with Vodafone deciding to get into IPL. Vodafone and IPL this year celebrate their marriage of a decade.

In the first IPL season, Vodafone brand campaign was titled ‘Hutch, Happy to help Pug’. In the second season of IPL, Ogilvy and Mather scripted the ‘ZooZoos’ for Vodafone. They were an immediate hit with the cricket following Indians. ‘ZooZoos’ soon ruled the internet with over 200 fan pages in social media and each developing a fan base of over two lakh fifty thousand fans. Today, Vodafone allocates 25-30% of its annual marketing budgeting specifically for cricketing tournaments.

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Airtel chose ICC T20 World Cup to talk about their spread of network into every corner of India. They featured the popular Airtel girl, Sasha Chetri in a series advertisement. Idea Cellular went to grab the title sponsorship of the India-Sri Lanka ODI series in 2008 and tri-series between India-Bangladesh-Sri Lanka in 2010. Both the cups were christened ‘Idea Cup’. In 2008 Abhishek Bachchan was enrolled as the brand ambassador to feature in the famed ‘Sirji’ ads with the tagline, ‘An Idea can change your life’.

A slightly smaller brand name, Aircel did not stay behind in nurturing the Indian cricket sentiment as well. It sponsored the Chennai Super Kings and got them flashed in their jerseys. It went ahead to get the Captain Cool Mahendra Singh Dhoni on board to promote the service.

Mobile Communication Language is Cricket

If the service providers are in a competitive race why would the mobile companies stay behind? Today battle is on between the latest entrants in the market – OPPO and VIVO.  In 2016, OPPO signed a deal with ICC to become the Offical Global Partner for mobile phone category. It was instantly rewarded during the T20 World Cup, and it grabbed a lucrative market share of 22.59% during that year. It was only last month that BCCI have signed a five year contract with OPPO as Official Sponsor of team India. Here is the detailed news report- 

http://www.deccanchronicle.com/sports/cricket/040517/bcci-oppo-launch-virat-kohli-led-team-indias-new-jersey-for-champions-trophy.html

On the other hand, VIVO has tied up to become the title sponsors of IPL for two seasons, ninth and tenth. VIVO bagged the title sponsorship rights after Pepsi decided to prematurely end their 5 year agreement. As a title sponsor  it gets exposure in all mediums of marketing be it print, television, radio, poster or digital.

Another big mobile phone player, Gionee has went on to replace the old Indian favourite Nokia on the IPL jerseys of Kolkata Knight Riders.

Every brand that has a marketing objective to reach the maximum number of Indian consumers at the minimum possible time, now follows the strategy of sponsoring cricket. Cricket is also a great medium to localise a brand to Indian sentiments. VIVO today is no longer a overtly Chinese brand in its appeal.

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Future of Cricket Communication

Although cricket sponsorships and its exorbitant costs in India have become unrealistic, yet the brands and the media agencies continue to consider it as the prime strategy to reach the maximum number of people. It has become a ‘Me Too’ campaign strategy for all the brands with big budgets.

As communications guys, we are keen to see how far this cricket fever would stretch. May be there are other advertising and media opportunities that everybody is overlooking because of the cricket fever.

Jio ‘Dhan Dhana Dhaned’ its way through IPL this season. Now let us wait and watch what new is in store for the telecom brands to establish communication connect in the coming Champions Trophy.

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Marketing Communications in the times of the World Wide Web.

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Marketing Communications over the last decade has taken a big leap (of faith!) with the advent of interactive, super-fast, inter-connected world wide web and the myriad web technologies. All the critical pillars of communications – message, media, consumers, design tools, skill-sets etc have undergone a change.

Or I should say, the technological advances have brutally demanded a change in the way we think, create and execute brand communications.The creative process required to roll out a print ad or a TV campaign is very different than the process of creativity required to create a message on the Internet. Building a website, designing a search campaign or executing a social media campaign requires a completely different kind of skill set.

Media, in the good old days was the kingdom of the media planners and the buyers, today the scene is fragmented. Adwords professionals are equally important media buyers and planners. With content aggregation and inbound marketing, the media is not even always a paid commodity. There goes the 15% commission revenue model.

With Internet and technology, the content is no longer uni-directional, aimed at the consumers. User generated content has become a major source of content. Youtube and the whole of social media runs on user generated content. They are interestingly multi-directional. Even TV, Print and Radio have not stayed uni-directional with the advent of tools like Shazam and QR code

Consumers of media have also changed in terms of time spent on each media, attention span and general lifestyle attitude towards brands. Television and Print have lost a good deal of youth in the age group of 15-24 to these new media. Even a cricket match is getting tracked through tweets and Facebook updates.

For the advertisers, it has not been easy. The tools, the terminologies, the knowledge domain is now not with one big agency. There are so many things to know to implement an effective advertising campaign. We need to not only know vector images, illustrator, TRP, Readership and the works, but also know Impressions, PPC deals, HTML5, JAVA, Email, SMS technologies and the whole new media related knowledge.

The client servicing teams and the other creative, studio and production departments of the bigger advertising agencies have not been able to cope up with the digital onslaught. With media and creative separating in around 2003, it only added to their woes.

A marketing company now has to deal with a creative agency, a media agency, a digital agency, a website agency and a technology company for mini interactive applications. At one end, it may be taken as a positive outcome that the industry is moving towards specialized businesses and services, improving the quality of services, helpful to the economy in general.

At the other end, it is diluting the concept of advertising. There is no single brand custodian. The advertising agency used to be brand custodian in the good old days, but the advertising industry has lost its credibility or ability to be the brand custodian. Today, there seems to be no unanimous decision on who is the brand custodian today. The level of confusion in the definition of ‘brand custodian’ is quite funny (and stupid).

In a 2008 HT article, Madhukar Sabnavis, Country Head – Planning and Discovery, Ogilvy & Mather India, once said, “The marketing director or the marketing head is the brand’s custodian.” MG Parameswaran, Executive Director, Draft-FCB-Ulka, once said, “The CEO of the company that owns the brand, is the brand’s custodian.” Lynn D’Souza, head, Lintas Media Group, says, “The brand manager is the brand’s custodian.”

The brand custodian is the person or team that knows the brand the best. Brand, from a marketing communications perspective, is what the consumers perceive or feel or believe; or what the consumers should perceive or feel or believe. The advertising agencies used to have an Account Planner or an Account Planning team that used to understand this aspect of branding. They used to understand the consumer behavior behind brands.

Understanding consumer behavior, or the interest to seek this understanding makes the basis for effective communication. The effort required to understand consumer behavior in this world of fragmented myriad media scenario is a big challenge. But it is a possible challenge.

The second basic truth about advertising is that it is exponentially effective if there is convergence of media. 360 degree communication in true spirit is the need of the hour (and always been the need)

For an advertiser and a marketing person, it is always easier to have one brand expert managing the whole gamut of communication. There is a need for a consultative cum outsourcing business model to provide an effective 360 degree communications services to advertisers.

We at TSO – The Significant Other, work in the this new media paradigm. We are working hard to make ourselves experts in consumer behaviour in terms of media consumption, branding and purchase cycle behavior so that we can create the most relevant message. We also tried hard to understand all the available media so that we can sent the most relevant message through the most appropriate media, through the model of outsourcing.

Outsourcing is the key to the execution of such a strategy. In effect, appropriate knowledge and experience in liasonning with all the myriad vendors is the key.

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OpenSkiez – Promotional Website Designed & Strategized by Kuhipaat

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The Making of OpenSkiez

We at Kuhipaat Communications and Technology Pvt. Ltd., shortly Kuhipaat, have decided to support the indomitable spirit of our friend Vikas Dimri. We are helping him through the OpenSkiez website in his attempt to summit Mt. Everest. His Mission is starting on 5th April 2017. [click here to visit the website]

Mt. Everest is considered the ultimate frontier of human ability. So, it is a challenge not only from the physical fitness point of view, but also in terms of managing the very high expenses involved. Collecting funds through corporate sponsorships is a daunting task. Therefore, Kuhipaat has come forward to help Vikas Dimri in achieving his dream.

Objective

The single minded objective of OpenSkiez is to create an informative platform. And this platform will let brands and corporates see value in terms of investing on Vikas Dimri. Thus, in turn, help Vikas Dimri’s dream come true.

Digital Campaign – A Support Campaign Website

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Home Page 1

OpenSkiez is a support campaign website to help fund Vikas Dimri’s “Mission Everest“. The website is completely strategized, designed and created by Kuhipaat.

His Mission needs him to strategise and plan for meeting his huge financial requirements. We all know Mount Everest is a costly affair, as it needs costly equipments and attire. So, Vikas Dimri needs sponsorships and contributions to make his dream a reality. Therefore,  this campaign website will help Vikas Dimri gather funds to fulfill his Mission.

An Inspiration

OpenSkiez Mission Everest Vikas Dimri Kuhipaat
Home Page 2

Currently, Vikas Dimri  is the Vice President and Business Head – SME, Trade and Working Capital, in Deutsche Bank AG India. Apart from being a successful and respected professional, he has completed other multiple marathons and summits.

Today, he is a good athlete and a trained mountaineer. This shows how well Vikas Dimri is maintaining the “Work – Passion Balance” in his life. People can rarely accomplish both. Yet, he has excelled in his profession as well as his passion.

Vikas Dimri is a great example for all “ordinary us” to follow Work – Passion Balance in life. And we at Kuhipaat, strongly share this belief. We believe that people should pursue both – their professional career as well their passion; be the profession and passion same or different. Some lucky ones get to make a career out of their passion, whereas for others their profession and passion vary.

So, to take a strong standpoint on “Work – Passion Balance” and promote the same among all the ordinary people, this Digital Campaign for Vikas Dimri is paid for, developed and maintained by Kuhipaat free of charge. Somewhat like pro-bono. This will inspire other ordinary people to achieve the extraordinary.

Promote Fitness And Health

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Vikas Dimri’s Fitness Regimen Page

Kuhipaat also believes in maintaining fitness and good health. It goes without saying that Vikas Dimri’s lifestyle requires consistency in terms of training and diet. It requires both physical and mental well-being, which means good stamina, no over/under-weight and no stress. He is successfully keeping both, good health and mental fitness. And that is something many thrive for. So, this website will also be about working towards a healthy life, mental as well as physical.

Strategy

The strategy was to leverage the digital media in terms of raising awareness about Vikas and his Mission Everest.

Custom Built Template

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Footer Page

Keeping Sponsorship at focus, Kuhipaat has created this Digital Campaign for Vikas Dimri. OpenSkiez is also built for the sponsors who have come forward to support him. The website is developed on a completely custom built template by us.

Content Strategy

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Blog Home Page

The complete content of the OpenSkiez is strategized by Kuhipaat. From structure to design to text – all done by us. We are managing the complete Blog section of the website as well.

SEO (Search Engine Optimization)

Kuhipaat has successfully worked on the various aspects of SEO – content as well as technical. This resulted in including OpenSkiez into Google and Bing Search Engines. We successfully made OpenSkiez recognized in organic search.

SMO (Social Media Optimization)

Kuhipaat is working on Social Media Marketing too. We are using various social media outlets and communities to generate publicity. We are increasing the awareness of the event through social media.

Device Responsiveness

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Mobile View

Additionally, Kuhipaat has made the website device responsive as well. We have worked on the responsiveness for different resolutions. So, one may open the website in any phone or tab or pad, it will be device optimized.

The website strategy and development was just part of the full campaign of Vikas Dimri’s Mission Everest. There are many other tasks coming up for which Kuhipaat is working out plans and strategies.

Marketing

Kuhipaat has taken the responsibility to manage the overall marketing of OpenSkiez. We will work to create the buzz about Vikas Dimri’s Mission Everest. Kuhipaat will help fund Vikas Dimri by acquiring sponsorships. We will work through traditional as well as digital marketing. We will also manage the Public Relation for Vikas Dimri.

Sponsorship fund collection

Kuhipaat is going to approach various brands and corporates to sponsor Vikas Dimri. Thus, Kuhipaat will be giving presentations on how the sponsorships are going to benefit the sponsor. Displaying logos, flags, mentions, etc. are some benefits of sponsorship. Apart from these, there will be different benefits for different sponsors per se.

Collaborations/Social Cause

We are going to add social welfare value to Vikas Dimri’s climb and sponsorships. So, Kuhipaat has successfully tied up with the “The Batti Project” recently. “Batti” works to provide electricity to the remotest villages in North-East India. There will be a “Climb to Light” event, where a part of the sponsorship fund is going to be donated towards “The Batti Project”.

We are working towards forming more such collaborations in the near future also.

Future Prospects

Post Mount Everest Summit

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Blog Categories

The website OpenSkiez will not stop after funding “Vikas Dimri’s Mission”. After the Mount Everest summit, Kuhipaat will continue to promote fitness, health and the open skies. And we will continue to inspire people to dream and reach out towards their passion. OpenSkiez will continue to help the ordinary people achieve the extraordinary.

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Online Lead Generation – A Valued Marketing Aspect To Help Your Business

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A GP Bullhound research report stated that the online lead generation was growing at 71% YTY- more than twice as fast as online marketing.

51% of local businesses surveyed said that lead generation is a challenge. [Source: ReachLocal, 2016]

What is Lead Generation

Lead Generation - Marketing - Kuhipaat
Source: www.jeffbullas.com

Lead generation is a marketing activity that refers to the generation and conversion of prospective consumer interest for a product or a service into a business lead. A business lead is a opt-in sign-up for a product or a service offer. It includes contact information and in some cases, demographic and psychographic information.

Business Lead Generation

Business Leads are generated for a variety of purposes. It helps in building a subscriber base, building a list of prospects to keep the sales team busy, or to create an e-newsletter list. For e-commerce and other online businesses, leads are generated to convert them into customers online in real time.  Lead Generation is not a new form of gaining new business, but it now has a new approach. Rather than sitting at a trade show table for hours on end, hoping that targeted consumers will fill up a form, you can have leads generated on the Internet using search engine marketing, social marketing, email marketing and contextual relevant display advertising in websites where the intended target audience visits. The 3 most commonly used lead generation strategies are search marketing email marketing, event marketing, and content marketing.

83% of B2B marketers use content marketing for lead generation [Source: MarketingProfs]

Types of Leads

Leads are divided into two qualitative segments: Marketing Qualified Leads and Sales Qualified Leads. A MQL is a lead generated by the marketing team using their marketing aptitude and understanding. It

Lead Generation - Marketing - Kuhipaat
Source: internetbusinessmastery.com

uses better consumer targeting, knowledge about consumer behaviour and intelligent form fields to generate leads that marketing team thinks, will convert more. A SQL is a lead that the sales team generates with the sole intention of quick conversion and closer. A MQL is more quality, less quantity. A SQL is more quantity, less quality. 

Increasing quality leads is the top priority for 68% of B2B professionals, followed by increasing lead volume (at 55%.) [Source: B2B Technology Marketing Community]

Businesses who nurture leads make 50% more sales at a cost 33% less than non-nurtured prospects. [Source: Forrester Research]

“Times they are A – Changing”

In recent times, content marketing is raising its presence felt through blogs and content syndication in generating leads targeted by interests, passion and familiarity. Users are made familiar with the brand through interesting content with the hope that they will be favourably inclined to show interest for the brand or the product / service. Hard selling as a concept is thought to be unpopular in the Internet age, where it is easier than ever to reject propositions for a product or a service. In that context It is said that marketers with blogs are 13 times more likely to drive positive ROI than those who don’t have one.

81% of businesses report that their blog is important or critical in generating leads. [Source: HubSpot]

Lead Generation - Marketing - Kuhipaat
Source: familylawrights.net

Having said that, there has not been any significant decline in online lead generation through banner and search marketing that works on CPM, CPC, CPL and CPA pricing models. Display banner and search marketing can give higher reach quicker. The sales channel has a requirement for volume of leads along with good quality leads. This is primarily driven by the advertisers’ demand for ROI focused marketing.

For marketers that are looking to pay only for specific actions, CPL advertising and CPA advertising (also referred to as affiliate marketing) are preferred. In CPL campaigns, advertisers pay for an interested lead. So, they pay for the contact information of a person interested in their product or service. CPL campaigns are suitable for brand marketers and direct response marketers.

In CPA campaigns, the advertiser typically pays for a completed sale that may or may not involve a financial transaction. CPA advertising is primarily used for driving e-commerce sales, mobile app installations and other such actions that are possible to be tracked till closure. CPA is all about ‘now’, it focuses on driving consumers to buy at that exact moment.

Kuhipaat’s Service

Lead Generation - Marketing - Kuhipaat
Source: http://positionly.com/blog

We, at Kuhipaat Communications & Technology Private Ltd. believe that we can help your business by structuring marketing programs to generate leads. We will understand the requirements of your business and arrive at the strategy to be implement a lead generation campaign. A strategy is dependent on the product / service, the target consumer set, the sale cycle of the product / service and the budget that is available to be spared for the lead generation campaign.

Lead generation outsourcing is 43% more efficient than in-house generating because of their expertise. [Source: Fearless Competitor]

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