Diwali promises to be a time of intensive sales promotion activity in India. Advertisers will vie for the gifting budgets of both individuals and organisations as the festival of lights provides a prime opportunity to capitalise on heavy
trade volumes.
Immediate returns are expected from investment in communications and promotion, but the pressure is also
on as brands compete to raise their brand equity in a period notorious for cluttered holiday advertising.
How to make decisions on advertising that drives brand linkBeloved Brands Inc.
Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air.
You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart.
To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story.
To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad.
In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising.
Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories.
This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
If you knew that being a better client would get you better advertising could you do it? Here are some tips on how to be a Better Client and how to turn it into getting better work.
How to make decisions on advertising that drives brand linkBeloved Brands Inc.
Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air.
You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart.
To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story.
To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad.
In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising.
Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories.
This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
If you knew that being a better client would get you better advertising could you do it? Here are some tips on how to be a Better Client and how to turn it into getting better work.
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.
At Beloved Brands, we help brands find growth and we make brand leaders smarter.
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve.
If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager.
There are eight ways you can drive brand profits
1️⃣ Premium pricing
2️⃣ Trade loyal consumers up to a higher price
3️⃣ Lower cost of goods
4️⃣ Lower marketing and selling costs
5️⃣ Steal competitive users
6️⃣ Get loyal users to use more
7️⃣ Enter into new markets
8️⃣ Find new uses for the brand
This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4
Brand activation: unlocking the profit potential of your brandTactus Associates
A review of Brand Activation: how brands can help companies boost their growth and profits by using their corporate brand to link corporate strategy to the delivery of value to customers.
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
Case Study, using fictional “Gray’s Cookies” brand to complete a business review, which is the first stage of our overall Beloved Brands planning process.
The case for Purpose-Driven Marketing in Australia Allan Dib
Increasingly more companies are talking about the company and brand purpose, and rightly so. Shifting marketing from product-centric marketing to purpose-driven marketing has proven to be very successful for brands. This same thinking has also helped many corporations build their reputation and relevance with stakeholders
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
The presentation focuses on the role of Internal Branding In Human Resources & Marketing Management. It specifically goes through the HRM practices that incorporate internal branding like recruitment, selection, training and development, and internal communication. It also shows the impact on Brand Performance and Brand Commitment.
Training presentation on strategic account planning for PR professionals covering what planners do, where to get insights and the ingredients for a strategy.
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.
At Beloved Brands, we help brands find growth and we make brand leaders smarter.
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve.
If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager.
There are eight ways you can drive brand profits
1️⃣ Premium pricing
2️⃣ Trade loyal consumers up to a higher price
3️⃣ Lower cost of goods
4️⃣ Lower marketing and selling costs
5️⃣ Steal competitive users
6️⃣ Get loyal users to use more
7️⃣ Enter into new markets
8️⃣ Find new uses for the brand
This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4
Brand activation: unlocking the profit potential of your brandTactus Associates
A review of Brand Activation: how brands can help companies boost their growth and profits by using their corporate brand to link corporate strategy to the delivery of value to customers.
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
Case Study, using fictional “Gray’s Cookies” brand to complete a business review, which is the first stage of our overall Beloved Brands planning process.
The case for Purpose-Driven Marketing in Australia Allan Dib
Increasingly more companies are talking about the company and brand purpose, and rightly so. Shifting marketing from product-centric marketing to purpose-driven marketing has proven to be very successful for brands. This same thinking has also helped many corporations build their reputation and relevance with stakeholders
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
The presentation focuses on the role of Internal Branding In Human Resources & Marketing Management. It specifically goes through the HRM practices that incorporate internal branding like recruitment, selection, training and development, and internal communication. It also shows the impact on Brand Performance and Brand Commitment.
Training presentation on strategic account planning for PR professionals covering what planners do, where to get insights and the ingredients for a strategy.
HIv risks and vulnerabilities among Gay, Bisexuals and Others MSM, Stefan BaralMSMGF
MSMGF held the Civil Society Hearings Side Event,: Unfinished Business – Taking bolder action to address HIV among gay and bisexual men and other men who have sex with men, at the United Nations in New York City in close consultation with the Global Platform to Fast Track the HIV and Human Rights Responses Among Gay, Bisexual Men and Other Men Who Have Sex with Men (The Platform), and supported by UNAIDS, UNDP, OGAC/PEPFAR, and the Global Fund.
Obiettivi e linguaggi di comunicazione del POR CreO FESR ToscanaPOR FESR Toscana
Comunicare i Fondi Strutturali e di Investimento europei - strategia di comunicazione, azioni, obiettivi target di riferimento, valutazione . Esempi di progetto e di campagne di comunicazione #CommunicatingEurope
ANGELITA LUCIANI - 26 ottobre 2016
Image to Text Converter PPT. PPT contains step by step algorithms/methods to which we can convert images in to text , specially contains algorithms for images which contains human handwritting, can convert writting in to text, img to text.
Social Media is a platform where you can create a life-long relationship with your audience by simply gaining their trust and loyalty. But how is Social Media related to Return on Relationship? The key to measuring social is understanding your Return on Relationship, which I believe is measured through Organic Engagement, Community Management, Sentiment Monitoring and much more.
How Laura's Lean Increased Purchase Consideration with Influencer MarketingCarusele
Challenged with an aging core buyer and a goal to increase market share, Laura’s Lean hoped to leverage influencers to increase awareness and consideration, ultimately increasing household penetration with both their core buyer audience segment and a younger, growth target audience.
See how the brand successfully accomplished their goal and increased purchase consideration among their audience by leveraging an influencer ambassador strategy with Carusele.
Learn more about this case study at: https://blog.carusele.com/how-lauras-lean-increased-purchase-consideration-with-influencer-marketing
Learn more about Carusele at: www.carusele.com
How the festive season can be leveraged to do influencer marketingWinkl
Any festival or holiday is a great marketing opportunity waiting to happen! While designing a festival specific influencer marketing plan, there are certain points that we focus on. Let’s discuss each one by one.
Powerful Digital Strategies for Conquering Top Consumer Seasons Real-Time OutSource
Never underestimate the power of the seasons; their impact on society and the significant role they play in our lives. The world looks forward to certain celebratory seasons and occasions because of their emotional and educational value. Seasonal marketing campaigns can be the most influential contributor to a brand's success, inspiring customers to return multiple times throughout the year due to a positive 'first contact' experience. Seasonal campaigns matter because they're relevant to the times we're living in now. Everything we know and do is subject to being shared; from minute-to-minute restaurant experiences to hashtags that can boost sales with a single word. Then there are the Instagram stories that carry with them the short yet powerful punch that can increase your bottom line simply by being in the right place at the right time.
Seasonal marketing campaigns remind us that "timing is still everything."
10 Marketing & PR Statistics for Thriving in a Post-COVID WorldTara Coomans
As businesses around the globe consider their post-COVID marketing & PR strategies, review statistics about how brands have thrived in recessions. Here we've combined this with 3 marketing & PR strategies that will secure your brand's future.
As we prepare for landing, we hope you've enjoyed our Content Marketing World conference ebook series, a great and fun project with our friends at TopRank Marketing. We hope to see you in September when you'll have a chance to listen to these great CMWorld 2017 speakers and industry authorities. Thanks for being on this journey with us!
o Meyer can discuss how the best media partnerships are built on distinct audience and contents insights cultivated by potential media partners.
o Articulated through past content marketing, social media, influencers campaigns, she can speak to the best way to partner with a media company to achieve brand marketing goals.
Welcome to the 10th Episode of the Digital Trends!
In this episode, we are looking at marketing predictions for 2021 as well as some of the notable Ads in 2020. Enjoy!
Here is the layout,
* Quotes from Marketing Experts
* Predicted Marketing Trends in 2021
* Notable Digital Campaigns in 2020
Advice for small and medium-sized enterprises on how to advertise effectively with a small budget.
Lucidity London is an independent marketing consultancy which provides research, strategy and programme implementation services to local, national and international clients from our HQ on the outskirts of London, England.
We help our clients inspire growth by combining in-depth analysis with clear insights and practical expertise in marketing and operations.
Edan Gelt - Elevating Brand Recognition without Breaking the Bank.pdfEdan Gelt
In the current economic climate, where budgets are constrained, it's essential to maximize the impact of every dollar you invest. Learn how to boost your brand's visibility without straining your finances. While you may recognize the importance of branding, hiring external help is currently beyond your means as you're struggling to cover payroll. But don't despair; there are several cost-effective strategies you can implement to enhance your brand presence.
Brand Identity is the foundation of brand strategy development. Here's our framework for developing a brand identity with examples and templates to inspire and guide your brand building efforts.
The first step to creating or sustaining a strong brand is to define its purpose - why do you exist? This presentation is based on lectures given at University of Notre Dame's Mendoza College of Business and UC Berkeley's Haas School of Business.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
3. 3
Welcome
Diwali promises to be a time of
intensive sales promotion activity in
India. Advertisers will vie for the
gifting budgets of both individuals
and organisations as the festival
of lights provides a prime
opportunity to capitalise on heavy
trade volumes.
Immediate returns are expected from
investment in communications and
promotion, but the pressure is also
on as brands compete to raise their
brand equity in a period notorious
for cluttered holiday advertising.
We recently examined a number of high profile 2014 Diwali ads to determine the attributes of
success for brands investing in promotional activity during this lucrative sales period.
In this report, we employed three leading TNS metrics to establish the success of these Diwali ads:
g Short-term index: This index establishes how motivated people feel to act having watched the
ads. It is based on all Diwali ads measured in the study and uses TNS AdEval methodology.
g Long-term index: This index establishes the long-term brand building potential of an ad through
an ‘affective memory potential’ (AMP) score covering the three dimensions of ’novelty’, ‘affective
impact’ and ’relevance’. This judges whether the campaign will be noticed and brand associations
assimilated into long term memory.
g NeedScope: Our proprietary toolkit for understanding emotions in marketing is a psychological
framework, revealing the emotional territory that the campaign occupies; and uncovering the
drivers of irresistibility in brands.
Our in-depth study has uncovered the three key insights that help define Diwali success when it
comes to holiday campaign investment.
If you are interested in learning more about anything you read here, please do get in touch.
Best wishes,
Chhavi Bhargava
Managing Director
TNS India
Chhavi.Bhargava@tnsglobal.com
+91 124 4488800
Nitin Nishandar
Regional Managing Director,
Brand & Communication,
TNS in Asia Pacific
nitin.nishandar@tnsglobal.com
+65 6597 7387
4. The Diwali Effect
Brand building
versus activation
Good advertising can secure immediate audience
engagement and provide positive benchmark
metrics, but in their efforts to secure the rupees
of shoppers during this key holiday period, some
brands sacrifice brand building in favour of
activation. Those that only focus on short-term
results can do themselves a disservice.
1
4
5. The Diwali Effect 5
LG NeedScope positioning
The NeedScope profile reveals a lack of distinction as the ad
hovers in the ‘no-man’s land’ centre of the map, confirming that
the audience found it lacked a clear emotional direction due to its
unoriginal content. The montage of a young family using the
various LG products during Diwali lacked both a compelling
storyline and stirring visuals, failing to move the audience
on an emotional level. Whilst it was tactically effective at
communicating product information, it neglected the
longer-term brand-building opportunity.
Brand building versus activation
Case Study: LG
LG promotes a wide product range in this tactical TVC with snippets of
information conveyed about each new product as the camera jumps from
situation to situation throughout the home – cooking a meal in a LG
microwave, fetching a drink from an LG fridge at a party, taking photos
during the celebrations, ending with fireworks on the family’s balcony.
The ad over-indexes on short-term impact - the highest ranked ad of all
reviewed - but brand building suffered as it significantly under-indexed on
long-term impact metrics.
6. The Diwali Effect 6
Case Study: Snapdeal
It is possible for holiday ads to successfully promote immediate sales and
simultaneously nurture longer-term brand equity. In this short ad from online
shopping portal Snapdeal, the veteran Bollywood actor and favourite babuji
(Indian father figure) gives Diwali blessings to viewers. He moves from a
traditional setting to a not-so-traditional location - a graffitied street - whilst
discussing the availability and access to original products on Snapdeal. It is
straightforward in its dramatic structure led by the talking-head speaking
directly to the audience, but nevertheless is engaging and scores highly for
the ‘novelty’ and ‘relevance’ AMP metrics.
Brand building versus activation
Novelty was generated through quirky twists of phrase and setting, whilst
‘relevance’ came via the promise of original products. Snapdeal’s tactical
approach dynamically aligned it with the practical needs of its audience -
discounts - and over-indexed on short-term engagement measures. But it
also captured the audience in a way that elevated long-term measures. In
comparison to LG, this ad provides the better return on advertising spend.
7. The Diwali Effect 7
Short and long term scores of Snapdeal ad
The efficient use of the Diwali theme coupled with the celebrity casting
created lasting brand memories and helped the ad establish short term
and long term impact.
See Talk
Short term
72
78
Norm
Long term
Novelty Affective Relevance
59
55 56
Norm
Brand building versus activation
8. The Diwali Effect 8
The role of emotions
and values
Advertising during the holiday season has different rules to the rest of the
year as brands must be respectful of the special considerations unique to
Indian festival. Despite it being a poignant time of year, brands must also
be careful not to rely too heavily on emotions to carry their ad without
showcasing anything new.
Indian audiences are more demanding of their TV commercials during
festivals like Diwali, as attention is not only more divided because
people are busier, but the cultural collective conscious is more precisely
focused around seasonal ideas, like prosperity and positivity. In a 2014
TNS UK Christmas advertising study, brands faced similar challenges to
entertain seasonal audiences whilst achieving advertising objectives and
maintaining holiday spirit
2
9. The Diwali Effect 9
The role of emotions and values
Case Study: Cadbury
In this ad a forlorn soldier is playing cards on Diwali eve with his
military unit when his family surprises him. Whilst it scored highly
for the third AMP metric (affective impact) because of its ‘family’
messaging, it was average for ‘relevance’ and ‘novelty’ due to its
familiar approach, which did not highlight anything new about the
brand. Overall, over-reliance on emotion and lack of novelty has
limited the long term potential of the ad.
10. The Diwali Effect 10
The role of emotions and values
The ad challenges both Diwali traditions and etiquette and comes off as
disrespectful, rather than the aim of being casual and fun. This is a significant
contributor to its low relevance score and flat affective impact.
Case Study: Coca-Cola
When a brand does not properly acknowledge the significance or
connotations of Diwali, it can quickly result in a negative impact. Brands must
carefully balance the core festival values with their own. This ad depicts an
aunt and uncle paying a surprise visit to their nephew and his wife, the latter
of whom they relieve of formal hosting duties by bringing a bottle of
Coca-Cola.
11. The Diwali Effect 11
Case Study: Titan
Likewise, this ad begins with a young, affluent
couple who feel distanced from each other. As a way
of requesting more of her husband’s time she gives
him the metaphorical gift of time - a wristwatch.
The subtle tensions portrayed are incongruent with
traditional Diwali sentiments, such as happiness,
feeling and belonging. While the Titan ad scored
close to norms on both short-term and long-term
measures, it could have been even more successful
if the festive sentiments had been integrated more
strongly into the narrative.
Case Study: Havells
Upholding festival values also extends to advertising
tonality. This ad suffers due to its negative, sarcastic
take on gifting by depicting a formerly disgruntled
customer who gifts his energy provider customer
service representative a box of LED lights. He explains
that the lights have saved him money and jeeringly
suggests that the energy company use them too.
The storyline is innovative, but the ad scored lowest
overall, and on each individual AMP metric because
the protagonist gives his gift in ridicule, a sentiment
that does not align with the values of Diwali - hope
and positivity. Viewers rejected the value system that
the ad endorses, and it fails because the ad does not
‘understand’.
The role of emotions and values
70%
35%
65%
31%
Norms
Short: 73%
Long: 36%
Short term
Long term
Short and long term responses
to Havells and Titan ads
Both ads perform below average due to
the negative or sarcastic emotions which
are at odds with the spirit of Diwali.
12. Authenticity is key
Although understanding what to avoid is useful, for key sales
periods like Diwali, the ‘what to do’ is absolutely crucial. Ads that
authentically integrate the Diwali theme and values performed
better on long-term brand building. The challenge is to determine
how to faithfully incorporate those festival themes and values with
the brand’s assets and values, especially when they seem disparate.
Despite the route to integration being more obvious for brands like
Cadbury and Coca-Cola, that naturally reside in the same friendly
territory as Diwali, having a similar emotive positioning to the
holiday is no guarantee of a successful outcome. As already
identified, neither executed their creative well and both
under-indexed. In fact the Coca-Cola ad’s NeedScope profile
revealed a more assertive’ profile in contrast to the brand’s normal
‘friendly’ and ‘carefree’ positioning, a space that Diwali also
naturally embraces.
3
The Diwali Effect 12
13. The Diwali Effect 13
Coca-Cola Needscope positioning
The ‘friendly’ and ‘carefree’ positioning were already the core of Coca-Cola values, but
in this ad the brand stretched in the opposite direction and reached the ‘assertive’ area
- far removed from its heartland and that of Diwali.
Need
Heartland of Diwali and brand
roots of Coca-Cola The Coca-Cola Diwali ad roots
Authenticity is key
14. The Diwali Effect 14
Authenticity is key
Sony NeedScope positioning
Sony’s brand roots position it on the ‘assertive’ side of
the Needscope framework but its Diwali ad has shifted
the brand further towards the centre. This brand stretch
allows it to align with Diwali as the ad has migrated the
brand positioning towards the holiday area. However, as
with the successfully ads analysed in the 2014 TNS study,
Revealed: The Chinese New Year ads delivering double
prosperity, Sony was careful to not migrate too far from its
recognised brand territory. By using the shimmer of Diwali
sparklers as a visual metaphor for the technology, Sony
inextricably links the Diwali theme to the ad execution.
Case Study: Sony
Authentic holiday ad integration goes beyond emotive positioning, with the best ads
embracing the ideas of the festival and using them as a starting point for communications
development. When Diwali festivities were used conceptually in ad design, results were
better - ads that embraced the festival theme holistically tested better than those that only
used the obvious trappings of Diwali in a superficial way. The ad from Sony is a beautiful
and mesmerising piece of footage complimented by a emotive soundtrack. The ad features
children playing with Diwali sparklers to showcase Sony’s TriluminousTM LED television
display technology and is a good example of how ads can use the holiday theme to
highlight product features and benefits in order to reap the greatest advantage.
73%
42%
Norms
Short: 73%
Long:36%
Short term
Long term
Need
Heartland of Diwali Sony brand roots
15. The Diwali Effect
The Diwali Effect study has shown that the
best ads take advantage of both activation and
brand-building opportunities, thoroughly understand
their audience’s ideals in relation to the holiday, and
crucially, do not over-sentimentalise nor dismiss
holiday values and traditions. It can be challenging
for brands whose roots naturally lie in the ‘assertive’
territory to successfully integrate Diwali themes and
simultaneously remaining true to their brand values.
Success during Diwali
The best commercials holistically integrate
the holiday into the communication using the
festival’s symbolism, principles and metaphors
whilst exemplifying the brand in a way that is
authentic as well as faithful to the holiday.
15