kuhipaat-brand-character for Protech - Protech Guru

Protech Guru: Use of a Brand Character to create consumer engagement.

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Introduction

Loyalty to a brand depends primarily on the consumer experience with the brand. Brand identity, which provides direction, purpose and meaning for a brand, is also linked to consumer experience and engagement.

Protech Group is a well known real estate brand in Assam and the Northeast of India. Kuhipaat was assigned the responsibilities for digital branding and marketing for the brand. The team of Kuhipaat has designed the website and the social media strategy for the brand.

Brand Problem

The team of Kuhipaat wanted to increase brand engagement for Protech Group in the digital space. Also, we wanted to increase page views for our website and our social media pages. In order to do the same, we thought of building a ‘Brand Character’ that interacts with the prospect customers on a regular basis, in a meaningful way.

Example

A great example is set by the Amul Brand. Likewise, Amul has created the character of a pleasantly plump girl in a polka dot dress with a big smile to promote Amul butter. As a result, the ‘utterly butterly girl’ has become a part of our lives as very real as any other person in our families.

Brand Character Strategy

The brand character to be designed had to fulfill the following objectives for the brand:

  1. The brand character has to be credible and trust worthy.
  2. It has to have reasons to interact with the customers consistently.
  3. Consumers need to see value in what the character has to say or offer.

The Kuhipaat team observed that consumers in general have a lot of questions regarding real estate and buying of properties. It is primarily because of the fact that home purchase is a once in a lifetime decision. Also, there were no credible websites that concentrated on the real estate problems and questions in Guwahati and the northeast of India. We arrived at a decision to fill that marketing and information gap by creating a brand character who answers questions about various aspects of real estate.

kuhipaat-brand-character for Protech - Protech Guru
OUR BRAND CHARACTER – PROTECH GURU

Hence, Protech Guru was designed as a 2D character who would help customers in taking decisions related to buying their homes. We designed the character to gain a brand image in the minds of customer when they remember about the Protech brand. It has to bring the brand to life representing the personality of the Protech brand in terms of visual identity.

The name of the brand character, ‘Protech Guru’ was meant to imply an expert, leader or a teacher. Protech Guru is the expert, who answers all the queries put forward by customers on real estate. Consequently, we have strategically defined the brand character by including the following elements into the character:

  1. A visiting card – to imply a professional of Protech Group
  2. A suitcase – to imply a experienced professional with a bag full of knowledge
  3. Formal dress with tie – to bring in maturity and formality to the character
  4. Eyeglasses – to make the character look intelligent.

Protech Guru also needed to have a defined space in the website and in the social media pages. It increases familiarity, popularity and credibility of the character. So we decided the following strategy:

  1. In the website, the FAQ page belongs to Protech Guru. He writes the FAQs. All the answers present in the FAQ page are written by him. On the FAQ page, there is a online form for visitors to ask questions to Protech Guru.
  2. On the social media pages, Protech Guru has the Thursday booked for him. Every Thursday, Protech Guru answers a question related to real estate on Facebook, Twitter and Instagram pages of Protech Group.

Website banner of FAQ page of ProtechGroup website
FAQ page Website Banner – Kuhipaat.

Conclusion

The main focus of the Kuhipaat team was to successfully create a brand character, promote it well and create brand and website engagement for our client, Protech Group. It gave us opportunity to create interesting content for the brand as well. As a result, the page views, and social media engagement of Protech increased, leading to successful conversion of website and Google ad leads.

What’s more, to our knowledge, Protech Guru is the first ever brand character built in Assam by a communication agency in Assam.

Kuhipaat is a digital marketing service provider with a focus on website design and development. We believe we can add significant value to our clients’ businesses through our website and online marketing strategies.

Contact us for a free consultancy by clicking here, or by writing to us at [email protected]

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Social Media Listening

Social Media Management – Part 1

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Social Media Management

Social Media Listening
Only when we listen intently, that we conclude positively.

Social Media Management is a vast subject, which needs deeper understanding and constant reading & updates. It has revolutionised access to data, information flow, connectivity, which from our perspective, has affected advertising, media and research understanding.

Social Media comprises the following key elements:

  1. Listening, Research & Analysis
  2. Creation of Content
  3. Content Curation
  4. Bulk Scheduling Strategy
  5. Influencer Marketing
  6. Analysis & Dashboards
  7. and of course, the myriad tools that are available (which is a study in itself)

Social Media Listening

Today, we will try to write our understanding about listening.

Unless we keep listening to the Internet, we can’t interact with the Internet. It is not only applicable for a successful social media strategy, but also for search and online display advertising, equally critically. 

Secondly, it is important to understand the scope of the listening requirements. 

Do we listen to the social media channels that we own, or the competition as well? Do we listen to the whole eco-system of social media including YouTube, Forums, News websites and blogs?

Then there is the definition of Target Audience, which  will help us in deciding on the location, language, age, gender etc and even the platforms and devices, to focus our listening queries.

Search Algorithm

There are primarily two ways to listen to the Internet. One is via keywords, and the other is by using boolean search queries. Only the advanced costlier listening tools have the boolean query feature. In keywords, you can mention the keywords in either OR or AND logic, and even list the negative keywords that you want to avoid. In boolean method, we can create an algorithm that can be very precise. For instance, we can find content which has the keyword ‘social media’ around 20 words of the keyword ‘India’.

It is necessary to understand and scope our requirements to go scouting for the best possible software at the best possible price.

Let us present you a list of social media listening tools, which we have found notable and can be considered for social media listening requirements:

1. https://www.brandwatch.com
2. https://mention.com/…/media-…/social-media-monitoring-tools/
3. https://www.meltwater.com/in/products/
4. https://hootsuite.com/platform/monitoring
5. http://mentionlytics.com

Most of these softwares also give other benefits such as engagement, bulk scheduling of social media posts etc. There are a lot more options in the market that you can browse, connect to and take demo on Skype. The best way however is to take a trial for a week to conclude on one of them.

Listening Strategy Infographics

social listening strategy infographics

My next post will be on Social Media Engagement.

You are all invited to #AskQuestions. We will try to answer them as best as possible.

Happy Surfing! Have a good day.

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Social Media is about knowing Sociology and Psychology.

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Social Media Marketing, Sociology & Psychology

social-media-marketing kuhipaat Communications

In words of renowned digital analyst, speaker and author Brian Solis, “Social Media is about Sociology and Psychology more than Technology.”

If we communicate according to other people’s background and needs, chances are high of influencing their behaviour. While content becomes a part of sociology and influencing behaviour comes under psychology. In addition we are using technology as a medium of such conversations in social media marketing. Although it involves a huge mass of people, yet it one to one interaction can that can happen.

Any business, small to large, can make use of social media for brand advertising and generate leads. However it all depends on how well we do it. How can we create conversations? The key tasks are to listen, engage and build relationships with people. Things should revolve around the people rather than the business.

For social media marketing to become effective tool in decision making tapping into the psychological aspects of other people based on their socialisation factors is necessary. Psychological factors are needs, thoughts, feelings, attitudes, etc. Socialisation factors are family, location, education, environment, etc.

Digital marketing consequently helps people spread the word about their business which results in brand advertising and lead generation. It is all about identifying the essence of engagement.

Social Media Marketing – An Interesting Video

If we think we are in complete control of our destiny or even our own actions, we are wrong. Every choice we make, every behavior we exhibit and even every desire we have has its roots in the social universe. In the video below Nicholas Christakis, Professor of Medical Sociology in Harvard University, explains why individual actions are inextricably linked to sociological pressures.

Thank you for visiting our blog. For a free presentation of our communication and technology services, please email us at [email protected]

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