Who should we be seen holding hands with... Sponsorships, alliances, co-branding.  The Hutch approach
The premise. <ul><li>Unlike cigarette &  liquor manufacturers,  we don’t NEED alternative avenues to showcase our logo / b...
The premise <ul><li>5 thumb-rules that help us identify “right-for-us” ties: </li></ul><ul><ul><li>The partnership and con...
The premise - explained <ul><li>1.  Creating exclusive properties – while playing “city hosts ”. </li></ul><ul><ul><li>Mum...
The premise explained <ul><li>2.   Associating with activities that form a part of our “desirable” content. </li></ul><ul>...
The premise explained <ul><li>3.  Opening doors / building relationships with customers, corporates, partners. </li></ul><...
The premise explained <ul><li>4. It costs us very little time / money – but translates into a lucrative customer perk.  </...
The premise explained <ul><li>5. It is a refresh button that keeps our ground level buzz and vitality going. </li></ul><ul...
Hutch “no-nos” <ul><li>A relationship where we are merely a prominently visible logo. </li></ul><ul><li>An alliance where ...
Peshwa Acharya
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HOW TO DO A GREAT BRAND FIT OF THE EVENTS , LIVE MARKETING ...

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EVENTS , SPONSORSHIPS , BRAND FIT , ALLIANCES , ACTIVATIONS , LIVE MARKETING

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HOW TO DO A GREAT BRAND FIT OF THE EVENTS , LIVE MARKETING ...

  1. 1. Who should we be seen holding hands with... Sponsorships, alliances, co-branding. The Hutch approach
  2. 2. The premise. <ul><li>Unlike cigarette & liquor manufacturers, we don’t NEED alternative avenues to showcase our logo / brand. [ eg Wills Lifestyle stores] </li></ul><ul><li>Unlike the oil companies and plastic makers we don’t have to “make up” for our actions. [ eg Shell – save the forests] </li></ul><ul><li>Unlike NGOs, we aren’t here to do charity. We have a business to run. </li></ul><ul><li>Unlike a number of “local” brands – we don’t need the glamour of another brand to lift our image. [ Manikchand – and filmfare] </li></ul><ul><li>Unlike categories like cola and soap who have a fixed product construct – we have excitement and new-news available within our product portfolio. </li></ul>
  3. 3. The premise <ul><li>5 thumb-rules that help us identify “right-for-us” ties: </li></ul><ul><ul><li>The partnership and content – become OUR property – while re-enforcing our [ leadership] stance of being “city hosts”. </li></ul></ul><ul><ul><li>It’s linked to promoting a product / provides us with access to exclusive content. </li></ul></ul><ul><ul><li>It helps us get access to customers, corporates, partners on an even footing [ that would otherwise have been a problem] </li></ul></ul><ul><ul><li>It costs us very little time / money – but translates into a lucrative customer perk. </li></ul></ul><ul><ul><li>It is a refresh button that keeps our ground level buzz and vitality going. </li></ul></ul>
  4. 4. The premise - explained <ul><li>1. Creating exclusive properties – while playing “city hosts ”. </li></ul><ul><ul><li>Mumbai takes pride in top-end theatre, restoring heritage buildings. Orange plays partner in these [ non-bandwagon but very visible] “causes”. If Mumbai is host to a high profile international event tomorrow, Orange will participate. </li></ul></ul><ul><ul><li>Kolkata takes pride in reviving / championing Bengali theatre. Hutch supports her. </li></ul></ul><ul><ul><li>Question : What event or activity makes / would make the opinion leaders in your local market proud citizens ? </li></ul></ul>
  5. 5. The premise explained <ul><li>2. Associating with activities that form a part of our “desirable” content. </li></ul><ul><ul><li>Video replays of the world cup – made Dravid and our TV / ground support of the event valid. </li></ul></ul><ul><ul><li>Miss World and the Lakme fashion week, fall into the same [ support video clips] genre. </li></ul></ul><ul><li>We haven’t adopted cricket, or beauty or fashion – we have showcased our tech edge – while riding a popular interest. </li></ul><ul><li>If we do adopt a high visibility plank – it should be one that we overwhelm. </li></ul>
  6. 6. The premise explained <ul><li>3. Opening doors / building relationships with customers, corporates, partners. </li></ul><ul><ul><li>We would as a company sponsor a CEO golf tournament, a sporting meet for corporates etc …. If it helped enhance our contacts in the city – who tomorrow could convert into alliance partners or corporate clientele. </li></ul></ul><ul><li>The objective quite simply is to do PR, meet, mix – and thereby improve business prospects. </li></ul>
  7. 7. The premise explained <ul><li>4. It costs us very little time / money – but translates into a lucrative customer perk. </li></ul><ul><ul><li>Gujarats’ free “chalte Chalte” movie tickets to customers </li></ul></ul><ul><ul><li>All the privelege tie ups … and the resulting booklets. </li></ul></ul><ul><ul><li>Above the line, publicized offers like the free MacDonald burger </li></ul></ul><ul><li>The key, is to identify offers that are desirable / a nice customer surprise – and package them as “perks” for being a brand user. </li></ul>
  8. 8. The premise explained <ul><li>5. It is a refresh button that keeps our ground level buzz and vitality going. </li></ul><ul><ul><li>Ground demos that enhance product usage. [ GPRS roadshow] </li></ul></ul><ul><ul><li>Ground promos & contests that make us “cool” in the eyes of the youth. [ stalls at college festivals, celebrate Bandra] </li></ul></ul><ul><ul><li>Demos and displays that showcase a product that is currently being offered as a freebie [ watch, umbrella, shoes etc …] </li></ul></ul><ul><li>The key is to ensure that the activity results in new acquisition, or in enhanced usage. Pure ground visibility w/o product linkage is pointless. </li></ul>
  9. 9. Hutch “no-nos” <ul><li>A relationship where we are merely a prominently visible logo. </li></ul><ul><li>An alliance where we have product fit – but are a part of a montage of logos. </li></ul><ul><li>An alliance that is badly executed, sub-standard, classless – where our brand is showcased in an environment that is not cosmopolitan or upscale. </li></ul><ul><li>Hint: anything that you personally wouldn’t feel special about being invited to, getting – is by default a place that our brand shouldn’t be. </li></ul>
  10. 10. Peshwa Acharya

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