Much more possible in print ads

By Sanjeev Singhai.

Much more possible in print ads: Feeling of substance, ability to stimulate the senses and that there is a thing in hands which is convenient to keep, carry and read, has always attracted readers to remain hooked on to their preferred newspapers. Unlike any other medium, newspapers offer deep reading, which makes it unique and also that newspaper don’t die easily (like any other product). No wonder, changing newspaper reading habit is considered to be one of the toughest jobs. Marketer and advertisers always drove their brands on this strength of the newspapers and newspaper advertising always played a very important role in their media plans.

But with fragmented media and increasing clutter in space of advertising options and on account of ‘uniqueness’, advertisers always hunt for ideas that can make their brand stand taller in the crowd of advertisements and get noticed by the consumers to be able to engage them. On the other hand, realising the potential of increased ad revenue, print media owners too have been open to explore the media innovation ideas with the advertisers. […]

17 hours media innovation

By Sanjeev Singhai.

17 hours media innovation: Few days ago, while attending a magazine conference on consumer engagement, I texted one of my close publisher friend, who was then sitting on the dais saying, “People buy magazines for content and not advertisement. Brands need to learn to engage consumers around content”. This BBM text triggered me to write the first of a series of articles.

The marketplace has become crowed and hyper competition is posing new challenges to marketers. Breaking clutter to get noticed or to draw attention of consumers is getting tougher for brands. Of course, to engage consumers is secondary until you achieve the former. Brand custodians at times spend lavishly on media to achieve higher frequency, thinking that it will help them draw the consumer’s attention but then many start encountering burn-out effect, leaving them with undesired RoMI (Return of Marketing Investment).

So how to utilise media better or achieve RoMI to get noticed and engage consumers while protecting the output of the media strategy – answer may be in effective media innovation. […]

Reasons – why we fail to achieve what we want

By Sanjeev Singhai.

Why we fail: I have been pondering for a while on some of the setbacks we face every day at work situation – product which we recently launched, project we were working or even business which we are running somehow perform below expectation level and sometimes bring huge disappointment to self and to organisation.

Do you remember AltaVista or Netscape search engine? Today we see Yahoo struggling. Tata Nano which was at one point of time had global hype and traction from consumer could not do well. Ambassador and Fiat could not withstand in changed times. Do you remember Amitabh Bachchan’s ABCL? GroupOn losing its heat. Snap Deals (Indian version of GroupOn) already diverting from current deal business. Nokia could not sustain the leadership. Rumours are already on that Google and Facebook may not survive in next 5 year.

There are plenty of examples which come to my mind on product or services which failed to live up to expectations. Here are the few points to ponder for all in such situation: […]

Six reasons how brands benefit by specific ad solutions

By Sanjeev Singhai.

6 reasons how brands benefit by specific ad solutions:

1) Advertising informs and educates: Advertising delivers news around the brand to consumer. explains how brand is the best fit around taste, value for money or lifestyle that the consumer is looking at, thus making it easy for consumer to make the purchase decision. It can also be used to explain complex product feature or clarify consumer doubts around the brand or raise awareness among consumers about the new variety or categories of products and services that the brand has to offer.

2) Advertising differentiates: With advertising, brands can rationally differentiate themselves by highlighting their unique selling points which makes it stand different from other brands, making it easier for a Consumer to make a purchase decision. It also stimulates competition in the marketplace and allows space for the category to grow. […]

BMW Mini Cooper India launch gets a coincidental boost

By Sanjeev Singhai.

BMW Mini Cooper India launch gets a coincidental boost: Yesterday’s Times of India was delivered with front cover page release of an advertisement by BMW India, as part of launch of BMW’s new range of cars in India – Mini and Mini Cooper.

BMW’s Mini range was launched in India on opening day of Delhi Auto Expo 2012 on 6th Jan 2012. But what attracted my attention was a surprised support and fame which is coinciding with this launch in India. I am talking about the Hindi movie, “PLAYERS” which was released in India after a day (yesterday) of the launch of BMW Mini Cooper in India.bmw […]

FMCG marketers find cost effective ad platform in Buchanan Brand Power

By Sanjeev Singhai.

FMCG marketers find cost effective ad platform in Buchanan’s Brand Power: When Jyothy Labs wanted to launch a round variant of its Exo dishwash bar, it decided to broadcast it on Brand Power, an online advertising platform owned by the Buchanan Group.

“We thought it was a cost-effective model as it was almost 25 per cent of the cost of a regular TVC and would be treated as an add-on communication to our regular TVCs,” said a company official.

Brand Power is one of the advertising vehicles in the armory of the Australia-based Buchanan Group. It claims to offer solutions to companies looking for “ways to inform, explain, educate and to generate sales results.” Basically, it uses a no-frills, extended format ‘infomercial,’ commercial information which is presented plainly, without glamorous models or glitzy sets. […]