Get more for your money! Is a cliché, typically prompts the question “what can I get for free?”We are setting a precedent. It is possible to get more from the existing spend in an efficient manner.
Very recently we were presented with a unique marketing dilemma by a client, a leader in the online space. Our greatest take away from the proposal was not the well planned and applauded presentation but the fact that it’s ok to say NO. Say no to a campaign which we don’t believe can deliver in the present situation.
Also just stating this is not enough, it is important to get off that high chair get out of the AC office and get our hands dirty! So we took out the camcorder and went out to capture what consumer thought. Voila! The result was a campaign which was a big win not only for the client but for us as well. The need to add to an email base gave birth to the single largest college activation in the EDUCATION space. Adding 15% to their total combined email base in the country and delivering 50% more return than expected from the initiative. The program has been recognized as being the single largest contributor in assisting the fight against product competition.
In addition the strengths that equip us to partner our clients better in these troubled times: strategic clarity, creativity to innovate, ability to scale and keep an eagle’s eye on the outcome, we saw the need to open Larger Conversations!
Yes, we acknowledge the need to communicate better, in a relevant fashion and understand the changing business needs for the brands we partner. We are willing to listen if you are willing to speak. What do you want from your spend? What is your measure of success? What’s your current campaign spill over (yes it’s a stress on your budget reaching people who are not your audience). Drive acquisition, deliver experience, or engage your existing customers. What are your priorities? What is the distribution method? How has the change impacted the relationship with your target audience?
We have seen these insights vary from brand to brand even within same space. What has not changed is the fact that an effort to listen and open larger conversations has helped us increase results from campaigns by 15% or more.
So we are willing to put our money where our mouth is! If you have or want an activation plan, share it with us, we can increase the value which it currently delivers, thus enabling you to get more from your spend. If not we will forgo our fees and activate it for free!
So if you row in similar waters write to us in this space, share your thoughts, request case studies, or simply email us conversation@jagransolutions.com, whatever may be your request we promise to get back to you the very same day.
We also take this opportunity to share some special news. Our Delhi team has moved! To an office which better accommodates our growing team and its needs. Jagran Solutions Delhi snail mail address is now 84-Okhla Industrial Estate, Phase III, New Delhi -110020.
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22 comments:
I read your blog. Really a new approach to communicating with the customers. Also a great marketing strategy. I am sure it will work.
In a highly fragmented media environment, the communication was highly cluttered. This led to an excessive use of dollar power and indiscrete use of resources and probably wrong choice of media / communication mix. And a bandwagon syndrome. Very similar to the situations and practices that led to global economic melt down.
The slowdown gives every one concerned the much needed breathing time and decide on a more pragmatic communication strategy and more intelligent use of resources. What is good for one need not be as good for the other.
innovation is the key to success at the moment. Yes, in some cases it is possible to make effective usage of existing funds but the situation is definitely not easy.
* What's barrier for some turns as an opportunity for others.
* Free? Pass it.
* More is always welcome.
I agree everyone is affected but not always negatively. We are seeing growth in many areas of the business despite (or because of) the current economic climate.
I quite agree that businesses want more bang for their marketing buck and it has forced us to be more creative with what we deliver. We are particularly working harder on measure response so our sponsors, advertisers etc know their ROI.
Anything that is producing measurable revenue is safe marketing spend - all direct marketing (as opposed to brand awareness) has a specific ROI that can be measured and assessed. If that's not going to be enough then you have to take a leap into the unknown sometime soon - be brave and innovate before you run out of budget, not after.
I have worked on building strategic alliances with the customer and I feel one has to be very transparent with the customers and shall ensure a correct communication with regard to your service levels. My experience is that it works with the customer more than 100 %. A value shall be attached to your communication. We shall be flexible to the problems faced by the customer Explicit need of customers shall be understood before making any marketing effort. Marketing spends shall add value to the relationship with the customer.
Absolutely. The bad economy will as produce more effective and efficient solutions and responses by the brands to appeal to consumers in a more meaningful way. And that way has to come at the core point of engagement - the retail location. No matter how much the agencies tell their clients otherwise, the retail location is and always will be the most meaningful buying arena. As usual, necessity in bad times always delivers creative and unique solutions.
We have noticed two extremes in our interactions with marketers. A few have opened up to new possibilities while a few have chosen to stick to purely traditional mediums. I agree that the value should be shown as well as proven Empty words seldom achieve any long term relationship and the market is not big enough to keep acquiring new ones for survival alone. The attempt to create larger conversations is towards showcase as well as proof of this ability to get more from a brand activation exercise
Nice to know about your comments . I shall like to submit '
This is the time customer wants to hear words like Efficiency ,Performance ,Innovation and productivity. All best practices shall be measured in these key words for the customer and supplier. All communication shall use these key words and shall inspire customer to carry joint projects resulting in growth opportunities.
You can drive customer to either a traditional medium or new innovative environment ...all will depend on the success at which you could create confidence in customer that you shall continue to address its explicit needs in an efficient manner. This is the time neither the supplier nor the user can afford to have an activity which does not result in success story. We need to find the common ground which is possible with communication which is honest and transparent..
You are right choking communication is akin to snuffing out life out of your business, your opportunities. And while it is true that a moment like this -- cliched as a historic economic slowdown and blah blah -- gives us reason to judiciously maximise returns on our spends, it also is a moment of innovation. Crises often create the right trigger for innovations which in turn could become a norm sooner or later.
My personal view is to get more from the existing spend, sooner than we expect, corporates would peep into new media tools such as the internet and mobile advertising. Mobile advertising is the next big thing to happen in the ICT marketing domain and this could be the right moment to kickstart this as well as innovate newer communication platforms, which could include traditional media such as folk arts as well. And why not, for innovation is key.
Cutting your cost on communication activities is not a very good idea. infact, in the time of crisis your main focus should be on better communication rather than cutting costs on it. Unfortunately this is not the way we work. In times of crisis, and tightening belts, the communication activity is the first thing that is disposed off.
Perceptions are as important as reality today and it is very important to be in the realm of reckoning of the right target audience.
I have my doubts that innovation could be the answers to the crises. Everyone talks about innovation and how it will help the marketing activities initiated by various companies."Innovation is the next big thing", they say but if you ask anyone how to implement innovative ideas, frankly speaking, no one has the faintest idea.
In the time of crisis, when sustaining clients is a major problem, people are not receptive of any ideas especially if you are talking about spending money no one is interested.
Today word FREE comes with suspicion and there is no limit as far as free is concerned. So I feel that the best way could be to deliver what has been promised and then add on more value through every penny spent by better communication and packaging with all concerned.
Conversation is the main building block of collaboration and teamwork. In today’s adversarial, skeptical, and unpredictable environments, every bit of conversation provides an opportunity to share our views and inspire others to share theirs. Every conversation leads us to an optimistic change, helping us to contribute in creation of a whole new world that would exist with certainty and safety.
Collaboration and teamwork originate within each one of us, which can be grown and developed through proper conversations. Though most of the organizations believe in great communication advocacy, very few of them actually create collaborative resources through conversation.
In today’s uncertain world, its necessary for organizations to handle unanticipated conversational challenges competently and to manage thorny conversations skillfully. The responsibility to set best communication practices within an organization lies with its leaders
Necessity is the mother of all inventions!
It would be no surprise then that difficult times like these will produce some innovative, effective and efficient solutions.
One thought though on Joel's comment - with the consumer scared into hiding-I reckon the crux would be to draw them out into the retail location.
Again, attempting to get a "bigger bang for your buck" in the very short term may prove to be counter productive- like the dog chasing its own tail.
Definitely agree with your point. Conversation is the Opportunity in Change
As far I see, many a times lot many opportunities/ideas come up during a good conversation be it any medium which lead to transformation of new things etc.
Going back to basics, the best form of communication even today is two way. And the ability to listen empathetically to your customers, stake holders etc. Through sales team, telemarketing (with out being intrusive), and well trained franchises and retail staff. Of course supported by mass media tools. However in reality we bombard our customers as well as prospects through mass media - print, broadcast, SMS, Spam mails etc. And allocate huge spends for these activities. Not really knowing whether our targets are listening at all, leave alone understanding our communication. And outsource the most important part of listening and speaking to the customer to an outside agency, who compile the data into an excel sheet report. We rely on these reports missing out on the tone, emotions, excitement etc which could have been read from their voices. This route seems to be preferred mainly as a cost saving approach and on an assumption that a customer calls are an intrusion into your daily business. What business if there are no customers ?? What we are missing out is an opportunity to communicate directly and provide a personal touch. And also the opportunity to deliver a brand experience that is sure to get a share of her mind, if not an immediate business. The added advantage is that it gives a deep insight into her mind too. Moreover, every call can be tailored to suit a customer's requirement. Similarly every after sales call / grievance calls has to be handled very carefully followed up immediately by corrective actions. Certain percentage of these calls have to be handled at senior levels. Equally important is the need to reply to every letter / email that is addressed to the organization. And by a senior official, especially so f it is a grievance mail
Absolutely! Not just brands but consumers also are looking to derive best value out of their money; therefore, marketers have to put in more value into the brand without disturbing its cost-benefit equation to the seller as well as the consumer.
In fact, the traditional and most expensive form of television advertising shall be dispersed into new and emerging forms of media that are interactive and community-based.
Moreover as a result maybe one does see a slow but sure emerging trend for companies now moving away from Brand communication(s) to Product focussed advertising. Clearly, immediate Topline effect is in focus & will continue to ride for a while.
hi
navneet-anand.blogspot.com
indianpollitics.blogspot.com
You are right, slowdown has affected all of us. Companies are looking at ways to communicate with consumers in cost effective ways.
This makes the role of brand and marketing managers even more critical to achieve certain set of objectives in terms of consumer connect.
afaqs! New Delhi, November 24, 2008: Microsoft's campus contest reaches out to 250 colleges. “The last eight months, Microsoft has been focusing on college campuses to connect them through its Live services. To connect with the campuses, Microsoft launched the Go Alive Challenge across India, executed by below the line (BTL) agency Jagran Solutions. The contest asked participants to design a website for their campus using specific Live tools”. Read the full story @ http://www.afaqs.com/perl/news/index.html?sid=22726
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