2. We are a
Medium Agnostic yet Digitally Driven,
Amorphous, Creative, Happy
Communication Consultancy
3. 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 find
relevant 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 a
predisposition towards solving a business problem a certain way . Just as best
as we can.
Creative :
For us creative does not just mean a nice visual , a tagline or even some other
form 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
4. What does this Brandlogist philosophy mean
for your Brand ??
6. It’s a world where most consumers are
impervious to your marketing
In 1965, 80% of 18-49 year olds in the US could be reached with 3X60 seconds
spots.
In 2002, it required 117 primetime commercials to do the same.
10. Where even traditional internet models are
proving to be a challenge:
Where the time spent on a
page has decreased from 30
minutes to 3 minutes 2
seconds to lower numbers
daily.
Source: Texas Digital Library
11. Where even traditional internet models are
proving to be a challenge:
Where the average click
through rate on online
ads has fallen from 2.1%
in 1997 to 0.5% in 2001
to as low as 0.1%
recently.
Source: Texas Digital Library
12. Where even traditional internet models are
proving to be a challenge:
Where even after popular brands like Adidas, Pepsi & Nokia are increasing
their digital spends, consumers no longer visit their websites.
Instead prefer their social platforms
13. Where the shift is steady but definitely not slow
Facebook crosses 58 million users in India (7 times the size of TOI, larger than
any television channel)
And with over 27 million smartphone
users & 900 million phone subscribers in
India, the shift is happening.
Where average no. of hours spent online
has risen from 5.6 hours/week in 2001 to
15.7 hours/week in 2009.
Source: IMRB, IAMAI,NIELSEN
14. And Marketing has scaled New Heights
(literally)
Red Bull Stratos Shatters Records—
And Traditional Notions Of Marketing:
• More than 8 million people watched
the YouTube Live stream of the event,
besting President Obama’s
inauguration, and any other
mainstream spectacle.
• The event drew untold millions in
earned media.
• Footage from the event will also be used in a BBC documentary & on
National Geographic
• Red Bull Stratos was trending under a bunch of headings on Twitter
Watch this video: http://youtu.be/FHtvDA0W34I
15. Where on an average day a consumer is exposed to hundreds of
messages, from various brands via various mediums
Consumer Medium Brands
16. What will it take for your message to:
• Stand Out
• Be Memorable
• Something which is talked about ??
Consumer Medium Brands
18. You CAN’T outspend your way across the spectrum
You CAN’T outshout your way across the spectrum
But we can outsmart our way
And actually grow with the change
19. Such that your consumers find your brand
worth being talked about
We need touch points that connect with our audience.
Whether online or offline, in order to interest them
enough to experience the product or service &
talk about it, especially on the social web.
22. Your marketing message is not pushed but presented
when the consumer finds it relevant , it interests them
or when it just informs or even potentially excites
them.
23. Where marketing is about the product itself & not so
much about pre-relation but post relationship with
the product.
24. Where marketing is not about mediums or media plans
but about freely flowing across a customer’s life cycle
such that the connected world becomes an invisible
part of our ‘Real Life’ activities.
Salman Amin, CMO Pepsico
Watch this video: http://www.youtube.com/watch?v=q8kb6Mv7xlI
26. not
by conducting focus groups or
random surveys but actually
listen to real conversations on
the internet.
27. 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 an
approach that he/she shouldn’t feel they are being marketed to. These
campaigns could involve creation of websites/microsites to banners, mobile apps
or offline poster - anything which connects with the audience.
28. Thus we @Brandlogist focus on:
Digital Branding:
With digital media being the hub of our campaigns & digital especially social
media reinforcing traditional media.
Inbound marketing:
Focus on Inbound marketing & the 80-20 rule via ORM, targeted
communication, 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 customer
service, track leads, identify influencers apart from finding the ROI on your
offline marketing efforts.
29.
30. #spreadingchi : How in the world of fancy taglines &
buzzwords we spread happiness via twitter
Watch this case study video: http://bit.ly/KSvqnn
31. A brand building exercise for Aamby Valley City
which was unique since it was driven completely by Social Media & more
importantly 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
33. Our Clients:
Sohrab Sitaram,Owner Chi Kitchen & Trevi
Rakhi Pikle, Marketing Manager Aamby Valley
Rinku Biswas, Sr Manager- Brand Management, Zee Ent Pvt Ltd
Mohit Khattar, Brand Manager RC Cola India
34. People from the Industry:
PD Baruah, Head Marketing The Oberoi Group
Bhupendra Khanal, Head Simplify 360
- Social Media Monitoring software
Megha Chawdhry,
Associate Drizzlin Media
