When you engage your consumer you build goodwill and ultimately you become a destination for them. Consumer engagement is a primary driver of business success today. It shows that fully engaged consumers buy more, stay with you longer, and are more profitable to retain than creating new customers. Hence, you should always look for opportunities to engage your consumers.
Setting media objectives
Every business is fighting every second to get its share of noise in the marketplace. These new playing grounds demand that brands create constant engagement and lasting connections with their consumers. The best way to build those connections is to bring to life an idea so powerful that it is capable of persuading consumers to actively pursue a relationship with the brand, not vice versa.
It is becoming obvious that advertising is entering a new era where Strategic Brand positioning supported by outstanding creativity is the key to success. There is virtually an information overload, whether of news, entertainment or branding. To conquer a significant mind-space of its target audience in this over communicated world, a product must create a distinct position in the consumer's mind. As a result, brand positioning has become the buzzword of marketing people today, and it is needed for that coveted mindshare.
I was invited to speak to B-school students recently. I wondered, what should be the topic for discussion as students these days they are quite smart and updated. Thus, I decided to approach them with a question instead – “What is the most overused word in brand marketing today?”
Not just because, a nation has an ambition to progress faster after over two decades of turmoil and many landmark changes that encompasses last few years. But, because of its youth force with a majority of population with median age of 23 years, and whose aspirations are higher than the national growth rate.
Make no mistake. There is a whole new way of doing marketing. Marketers must now, going forward, abandon any attempt to communicate nothing but the facts, and must instead focus on what people believe and then work to tell them stories from their brand perspectives that add to their perspectives. It’s a fundamental shift in the paradigm of how ideas spread. Either you are going to tell stories that spread, or you will become irrelevant to them. It is significant to note here that the stories must highlight the key brand promise and uphold the brand personality to make it yield the desired result. For example, a story of a healthcare brand cannot be comic and that for a children’s brand cannot be too serious. They must also uphold the promises of the brands they are depicting.
Traditionally, most brands have majorly based their branding appeal on Sight alone. For example: a logo design, typeface, color palette etc.
Not just because, a nation has an ambition to progress faster after over two decades of turmoil and many landmark changes that encompasses last few years. But, because of its youth force with a majority of population with median age of 23 years, and whose aspirations are higher than the national growth rate.
A brand is an impression of an experience offered by product or service due to the already established perception in their mind, or the perception which is getting printed afresh too.
The much discussed clean-feed policy has been effectively implemented since 23 October 2020 with most foreign channels now either beaming without advertisements in-between or have been on halt till they are technically able to telecast without advertisements. As per the television signal distributors, many of these foreign channels are already preparing to be back soon without advertising in-between once that becomes technically feasible.
We just celebrated National Paddy Day, the festival also named Ropain Diwas, DhanDiwas, and Ashadh Pandra, celebrated on 15th of Ashadh (usually end of June or early July) annually to increase rice production. It’s a national event where people across socio-economic strata join hands and celebrate in unison.
Brands like Asian Paints, Dabur, Tata, Maruti, Bajaj, Himalaya, Britannia, Parle, Saffola or Set Wet, in recent times, have become household names in Nepal. Consumers started trusting Indian brands more also because of the advertising spillover that they got from Indian GEC channels like Star, Zee, Sony, Colors and others that are being beamed into the country over the period of time. For the last few decades, these channels beamed the same India feed to all its immediate neighboring countries, including Nepal, which meant that advertising content which was meant and produced for the Indian market was also being viewed in our part of the world.
