It’s that time of the year again and A Brand View Story is back after a break! A break meant some time to think and what better to think about than how the next year should be from the perspective of brands.
So here are 5 Resolutions for 2015….
First up a disclaimer, I hold no brief for the industry. What I write simply comes from the understanding; however little, gained by virtue of being a part of the industry. I believe that brands have tended to overlook the benefits that radio as a medium affords them.
The reasons for the brand apathy perhaps are not as much related to the lack of understanding of the benefits but to the lack of measurability. Apart from the commercial broadcast service of the AIR, there are over 200 FM stations across 89 cities and towns today. The estimated listenership at or over 300Mn is certainly higher than newspapers as medium in terms of penetration. Sadly though, from a measurement perspective listenership data is tracked only in four cities by RAM. The other source of listenership data the IRS is too little to go by. Given this lack of measurability brands and agencies both are reluctant to plan better campaigns on Radio.
To justify spends and existence Radio stations are in today’s context de facto activation agencies.
With the Phase III of FM set to take FM radio to 300 towns the time is ripe for brands to relook their media strategies. It also is high time the industry came together and invested in a better, more robust and representative measurement system. With the C&S explosion, the ad-spends on Radio moved towards the lesser/niche channels that were available for a bargain and lately Digital is the blue-eyed boy.
The Prime Minister of the country has already made the medium his own with his “Mann ki Baat”. Question is, are the brands alive to this low hanging fruit in the media-scape?
I for one have had enough of brands using the “selfie” phenomenon. I have in a previous post titled “SELFIE Obsession” aired views on this. Just like other fads it’s time to bid this one goodbye.
I don’t mean to split hair here. These are adjacent words and I am aware that context defines their use. It is a fine line and as marketing professionals we have got to understand the difference between consumer Involvement and consumer engagement. I am sure we are in agreement that we have had enough euphoria around campaign activations and saying wow. The difference between the two terms essentially lies in the degree.
The basis of activations is for brands to have a “conversation” with the consumer affording them an opportunity to “engage” with the brand. The passerby, the bystander and the participant are different entities. The smart(er) brands are looking beyond the numbers, looking for patterns leading up to consumer participation.
Patterns do not emerge if you look at the data only when you need it; they only emerge if you are constantly looking at it. In a manner of speaking, analysts need to be like alchemists. They need to keep mixing stuff with the singular belief that they will produce gold!
Sincerely believe in this one. If all the brands and corporate house pledged their CSR budgets towards this movement we can make a visible difference. SBA is not a one-time thing it has to be a constant endeavor.
There was a very poignant scene in Sir Richard Attenborough’s Gandhi wherein the Salt Satyagrah is depicted. The undeterred peaceful protestors keep coming at the British to face their assault. That’s the kind of perseverance the Swatchh Bharat Abhiyaan requires. We have to shame those who litter into mending their ways.
It’s not just the government alone who will need to keep at it. Individuals and organisations need to adopt blocks, localities, towns etc and guard (read keep them clean) zealously. The government should consider offering exclusive branding rights to corporates for zones that they maintain.
Charity as they say begins at home and this is as much a note to self.
Again this is one that has been done to death. Especially the T20 variety. Brands have put money on any cricket that has come their way. From Celebrity Cricket Leagues to Gully Cricket Leagues all are attracting marketing spends with questionable returns. Planners and bean counters would well be advised to look at options in 1 & 4 above.
Those were my two cents. Here is wishing all a very prosperous 2015!