A Brand Consultancy for this new age of Consumer Interaction
We are aMedium Agnostic yet Digitally Driven,Amorphous, Creative, HappyCommunication Consultancy
Medium Agnostic yet Digitally Driven :We believe consumers don’t exist in silos, neither should our communication.It should flow seamlessly across their lives , integrating with what they findrelevant with Digital being the hub of the communication in this new world.Amorphous:We don’t believe in having any rigid structure or process or even apredisposition towards solving a business problem a certain way . Just as bestas we can.Creative :For us creative does not just mean a nice visual , a tagline or even some otherform of media. It means solving a problem for a client in a creative way.Happy :This is the aim with which we have started -happy clients , happy employees,happy ‘us’… & it’s the way we plan to keep it
What does this Brandlogist philosophy mean for your Brand ??
It’s a world where most consumers areimpervious to your marketingIn 1965, 80% of 18-49 year olds in the US could be reached with 3X60 secondsspots.In 2002, it required 117 primetime commercials to do the same.
Where even traditional internet models areproving to be a challenge:Where the time spent on apage has decreased from 30minutes to 3 minutes 2seconds to lower numbersdaily.Source: Texas Digital Library
Where even traditional internet models areproving to be a challenge:Where the average clickthrough rate on onlineads has fallen from 2.1%in 1997 to 0.5% in 2001to as low as 0.1%recently.Source: Texas Digital Library
Where even traditional internet models areproving to be a challenge:Where even after popular brands like Adidas, Pepsi & Nokia are increasingtheir digital spends, consumers no longer visit their websites.Instead prefer their social platforms
Where the shift is steady but definitely not slowFacebook crosses 58 million users in India (7 times the size of TOI, larger thanany television channel)And with over 27 million smartphoneusers & 900 million phone subscribers inIndia, the shift is happening.Where average no. of hours spent onlinehas risen from 5.6 hours/week in 2001 to15.7 hours/week in 2009.Source: IMRB, IAMAI,NIELSEN
And Marketing has scaled New Heights(literally)Red Bull Stratos Shatters Records—And Traditional Notions Of Marketing:• More than 8 million people watchedthe YouTube Live stream of the event,besting President Obama’sinauguration, and any othermainstream spectacle.• The event drew untold millions inearned media.• Footage from the event will also be used in a BBC documentary & onNational Geographic• Red Bull Stratos was trending under a bunch of headings on TwitterWatch this video: http://youtu.be/FHtvDA0W34I
Where on an average day a consumer is exposed to hundreds ofmessages, from various brands via various mediums Consumer Medium Brands
What will it take for your message to: • Stand Out • Be Memorable • Something which is talked about ?? Consumer Medium Brands
The Brandlogist perspective for thisAttention Economy
You CAN’T outspend your way across the spectrumYou CAN’T outshout your way across the spectrum But we can outsmart our way And actually grow with the change
Such that your consumers find your brandworth being talked aboutWe need touch points that connect with our audience.Whether online or offline, in order to interest themenough to experience the product or service &talk about it, especially on the social web.
Your marketing message is not pushed but presentedwhen the consumer finds it relevant , it interests themor when it just informs or even potentially excitesthem.
Where marketing is about the product itself & not so much about pre-relation but post relationship with the product.
Where marketing is not about mediums or media plansbut about freely flowing across a customer’s life cyclesuch that the connected world becomes an invisiblepart of our ‘Real Life’ activities. Salman Amin, CMO PepsicoWatch this video: http://www.youtube.com/watch?v=q8kb6Mv7xlI
Where Digital Media is the glue that binds everything Together
notby conducting focus groups or random surveys but actuallylisten to real conversations on the internet.
Thus we @Brandlogist focus on:Useful, Fun or Interesting:First understand your customer then be useful, fun or interesting to him/her.Medium independent & Insights driven:Don’t divide our marketing into mediums but ideas driven by consumer insights.Our forte using analytics to derive a lot of these insights.Campaigns :Strategize campaigns which integrate into a consumer’s life cycle with anapproach that he/she shouldn’t feel they are being marketed to. Thesecampaigns could involve creation of websites/microsites to banners, mobile appsor offline poster - anything which connects with the audience.
Thus we @Brandlogist focus on:Digital Branding:With digital media being the hub of our campaigns & digital especially socialmedia reinforcing traditional media.Inbound marketing:Focus on Inbound marketing & the 80-20 rule via ORM, targetedcommunication, connecting with online/offline interest groups.Post Purchase Integration:Devise strategies for post purchase to connect, share & spread better.ORM:Using ORM –understand consumers, map their behaviours, do customerservice, track leads, identify influencers apart from finding the ROI on youroffline marketing efforts.
#spreadingchi : How in the world of fancy taglines &buzzwords we spread happiness via twitter Watch this case study video: http://bit.ly/KSvqnn
A brand building exercise for Aamby Valley Citywhich was unique since it was driven completely by Social Media & moreimportantly had tangible results with actual sales leads coming in via this medium(each lead is worth 30,000+ at a minimum) Watch this case study video: http://bit.ly/LBFWwi