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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

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

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