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COFFEE’S FOR CLOSERS ONLY A Marketer’s Guide to Account-based Marketing
ABOVE THE LINE MARKETING vs BELOW THE LINE MARKETING Where Should you Put your Money?
For private circulation only
THE MAXIMUS STORY
A CLEAR VIEW INTO THE FUTURE OF UI/UX An interview with ASHISH DHRUVA Vice President, Marketing Cleartrip
December 2017 | Marketing Maximus Magazine | 1
In the News: The Latest Industry Bites, Served Fresh.
Tuning in for Impact: Marketing on the Air!
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4
6
Considering a Start Up? Consider Good Design.
The Maximus Story: A Clear View into the Future of UI/UX
Unabashedly Ayush More Than Just Another Book
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20 Above the Line Marketing Vs Below the Line Marketing
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6 Questions you Probably didn’t know Google Analytics could Answer
Coffee’s for Closers Only
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10
14 5 Easy Steps to Keep your Emailers out of the ‘Spam’ Folder
What's Inside December 2017 | Marketing Maximus Magazine | 3
In the News The latest industry bites, served fresh.
Ad tech veteran Kirk McDonald hired as AT&T’s new CMO.
Ogilvy & Mather’s former CEO ﹘ Miles Young talks about his new book, 'Ogilvy on Advertising In The Digital Age.'
iPhone X and facial recognition all set to change brand marketing.
In a step against bad ads, Google to soon block ad redirects.
Study by Kantar Millward Brown and Saïd Business School, University of Oxford, reveals that Facebook and Instagram campaigns positively impact brand building.
“Women don’t see eyewear as a fashion category,” says Lenskart’s Peyush Bansal as he reveals the brand’s strategy of using Katrina Kaif in their latest TVC.
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Flipkart launches its own new smartphone ﹘ Billion Capture+.
Snapchat reorganizes itself to account for separate social and publisher content.
Apple tops TV ad spend charts with a whopping $32 M on airing its AirPod ad over the Thanksgiving weekend.
Amazon is hard at work on developing a free, ad-supported version of Prime Video.
Facebook to run a series of TV ads promoting Facebook Watch, reveals Mark Zuckerberg.
Myntra turns its focus towards ‘instant refunds’ to lure non-metro shoppers.
Pepperfry aligns itself with the brand’s new consumer approach: intensity, inclusiveness, and happiness, reveals CMO ﹘ Kashyap Vadapalli.
Godrej Locks turns to thiefs for brand ambassadors.
December 2017 | Marketing Maximus Magazine | 5
A CLEAR VIEW INTO the future of UI/UX An interview with ASHISH DHRUVA Vice President, Marketing Cleartrip By Riti Banerjee
Intelligent recommendation and personalization are the two flavors clearly emerging in 2017-18.
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Q
What is the biggest challenge for a travel/experience brand today? How important is user experience in this regard? People love to travel, but the multiple touch points associated with it (airports, hotels, pricing, booking experience, planning) can lead to uncertainty and anxiety. Smart UX opens doors for people to experience the joy of traveling by making these touch points simple and accessible. If you create something meaningful, keeping the needs of customers in mind, value-inclined customers come and stick by what you offer. Cleartrip recognized this very early, and innovated to design the easiest payment facility and app, split-screen search, fastest response time, and a clutter-free website with a zero-banner policy.
Q
What do brands need to keep in mind when designing their UI/UX?
Solving UI and UX for travel brands is different from e-tailing brands, as the customer visiting a travel portal has reasonable clarity in terms of what they are going to buy. So the UI/UX for a travel brand has to be geared to show results, price options, and choice of content in the simplest and fastest way possible. The UI/UX has to be designed for simplicity, and the customers’ time needs to be respected. A clean, clutter-free interface where you get what you have come for is most appreciated. For example, on Cleartrip, the display pricing puts ease of use and transparency at the forefront. Cleartrip is the only site to give you an allinclusive price immediately for your search on the results page. No spam, no ads – we respect the customer’s privacy and walk the extra mile to make sure we stay true to the above.
If you create something meaningful, keeping the needs of customers in mind, value-inclined customers come and stick by what you offer.
Q
Will web interfaces replace mobile applications anytime soon?
The smartphone growth in India is poised in the direction where the consumer uses the mobile device more than the website. Now, which platform wins will be determined by its potential to gain maximum traffic and downloads for the brand. At this point of time, both have their set of pros and cons and neither has a clear upper hand.
Q
What are some UI/UX trends sprouting in 2017-18, especially in the travel domain? Intelligent recommendation and personalization are the two flavors clearly emerging in 2017-18. It is important for any brand to understand customers based on their past history or their choice from other online behavioral patterns. It’s then easier to shortlist/recommend the best options, paired with the best product and ease of booking.
Q
Cleartrip recently partnered with Google Flights. How will this impact your User Experience? There will be no direct impact on the pace of product evolution and the manner in which customers interact with Cleartrip. This partnership brings Cleartrip in front of contextual travel customers, furthering our objectives of reach and efficiency.
Q
How big a role has digital payment played in this regard?
Cleartrip has always been a 100% online organization, making digital payment core for business. The last two years have seen tremendous growth in new customers, thanks to the evolving ecosystem and new options being added to the mix of existing payment options regularly.
Q
Is Artificial Intelligence (chatbots) the way forward? Is the Indian market ready to embrace its full capabilities? Despite being one of the most visible aspects of the disruption that has revolutionized the way the sector operates, chatbots have barely scratched the surface. Technologies such as Artificial Intelligence (AI) have triggered a large-scale technological evolution, which continues till date.
Q
What are a few other brands that, according to you, offer great UI/UX?
We draw inspiration from Apple. December 2017 | Marketing Maximus Magazine | 7
TUNING IN FOR IMPACT:
MARKETING ON THE AIR!
By Gayathri Vaidyanathan
Marconi would not have imagined a century back that his invention would come such a long way since it first began crackling. It is surprising that Radio continues to thrive and flourish with its loyal set of listeners, despite the onslaught of gizmos, gadgets, and the Internet! It is probably the only medium which has evolved and still stays relevant, accessible, affordable, and mobile! In today’s heavy digital landscape does Radio figure at all in marketing strategies and media plans? Surprisingly yes, and let’s see why.
Basics of On-air Marketing The basic premise of Radio marketing is that advertisers can either buy ‘spots’ to air their recorded advertisement or have their business mentioned on air by ‘live reads’. What does Radio offer to the new age advertiser? Reach and frequency! The key ingredients of a good ad on Radio are: • Great content that connects with your audience • Right audience reach • Frequency or the repetition rate of the message Maintaining a fine balance between reach and frequency, along with content that delights, forms the pillars of a good on-air marketing plan.The ease and speed with which a Radio ad can be created gives it an advantage over ads for visual medium. This makes it easy for marketers to kick-start a campaign and build engagement in a short span of time. Capitalize on the Power of the Spoken Word The spoken word offers emotion and stokes the listener’s imagination to make 8 | Marketing Maximus Magazine | December 2017
up their own version of the product being advertised. Jingles and catchy words create a recall value unmatched by digital ads. In fact, there is evidence that investing in Radio marketing is indeed a wise decision. In a major Radio effectiveness study conducted in 2014, the research found that each dollar of ad spend generated an average sales return of $6 from the listeners within 28 days of airing the ads. Understand your Target Audience Radio is probably the first thing most drivers turn on after the ignition! Unlike other advertising platforms, it boasts of the exclusive advantage of being accessible while steering one’s way through the traffic! In contrary to social media or search engines that target the cyber literate crowd, this medium boasts of an unparalleled appeal across the economic strata. What is ironic about this broadcast medium is that a listener gets a ‘one-on-one’ feeling which in turns fosters a direct connect. Each Radio station has its own segment of patrons and specific audience it targets. It is one thing to understand the listener demographics, it’s totally another to know and relate to them and have their attention for the 30 secs of your ‘spot’ time!
Radio is truly the theater of the mind. The listener constructs the sets, colors them from his own palette, and sculpts and costumes the characters who perform in them. Mercedes McCambridge
Explore Associated Avenues to Increase Customer Base Mobile devices alone account for 73% of the 143-million people listening to online Radio each month. Online Radio platforms offer another viable avenue to ad campaigners. Marketing on Radio can also take the following routes: Events Sponsorships: Most Radio stations run events and promotions for their own popularity. Strategic tie up for events that resonate with your company can definitely be an eyeball grabber.
Social Media: The Radio partner or the RJ might have a strong social media presence. A favorable mention could garner more support and build brand awareness.
On-air Endorsements by Celebrities: Choosing the right people to showcase your ad, especially someone a listener idolizes assures a good ROI. In fact, Radio testimonials have shown to increase customer trust by at least 50%.
Radio Distribution Platforms: Besides regular Radio feeds, leveraging additional Radio distribution platforms, such as the station’s email list, website traffic, digital streams, and podcast content feeds can amplify the impact.
As technology continues to evolve and boundaries between media blur, a prudent marketer would view broadcast media as complementary to the their digital counterparts rather than competitors. A final word for all the new-age marketers - Radio is not yet going the dinosaur way, so make the most of it! December 2017 | Marketing Maximus Magazine | 9
Coffee’s for Closers Only A Marketer’s Guide to Account-based Marketing By Ritu Kurtakoti This intense, hair-raising scene in the 1992 masterpiece Glengarry Glen Ross sparked a new interest in modern marketing decades ago and continues to stand the test of time. Even today, marketers and sales professionals go to great lengths to close a deal – often spending weeks and months to devise the perfect strategy. Although the ideal scenario would involve different teams working in tandem to create a thorough and well-planned strategy, it’s a rarity. So if you’re a marketer reconsidering the way you’ve always worked, ask yourself these questions:
Why isn’t your marketing plan closely aligned with your sales strategies? Why do sales, marketing, and creative teams continue to work in silos? Account-based marketing (ABM) is a game-changing tactic that can answer these questions and help you excel in the competitive ecosystem. But before we delve deep into this subject, let’s understand the difference between traditional B2B marketing and ABM.
TRADITIONAL B2B MARKETING IN A NUTSHELL The purpose of traditional B2B marketing is clear – to maximize lead generation by broadcasting as much content as possible. Marketers do this by being loud, clear, and 10 | Marketing Maximus Magazine | December 2017
visible through a host of communication channels – be it paid, earned, or owned. The biggest priority with these traditional methods is to cast a wide net and grab the attention of varied audiences. But what if you could be smarter and more targeted in your approach? What if you could rethink how you leverage demand generation and inbound marketing, or use technology to your advantage? This is where ABM comes in.
HOW DOES ACCOUNT-BASED MARKETING COMPARE? ABM is an alternative B2B marketing strategy that focuses resources and sales on specific accounts – treating them as a ‘market of one’. How, you ask? Through personalized marketing campaigns that resonate with the target audience and help further your goal – whether you’re trying to make your first sale, renew contracts, upsell or cross-sell your services and products, or encourage advocacy. When it comes to targeting, traditional B2B strategies might be as accurate as arrows but account-based marketing is a sniper. ABM promises the highest return on investment in comparison to any other technique and boasts a 47% response rate from stakeholders. That’s not all, when supported with smart and scalable technology, it allows marketers to accomplish more with fewer processes and risks.
GET STARTED WITH ABM Are you ready to make a difference to your marketing and sales strategies with ABM? Then just follow this step-by-step guide.
STEP 1: Get your team together The first and most crucial step to successfully leveraging ABM is having the right team in place. It’s imperative to assemble the sales, marketing, and creative teams to set expectations, KPIs, goals etc. prior to the planning phase. While the size and the members involved in this team will differ based on your unique organizational requirements, these professionals will form the core:
Business developer Marketing manager Content creator Graphic designer Database administrator STEP 2: Work on your strategy Kudos, you’ve assembled your team! Now, it’s time to put your heads together and define your objectives because these form the foundation of your ABM strategy. Common goals for an ABM strategy can include anything from launching a new product and entering new markets to building market share and targeting specific accounts. And if you’re not sure where to begin, here are four ways to help you adopt account-based marketing.
and value for both organizations. Which is why 1:1 ABM is not done to clients, but with them. ABM Lite If you’re attempting to crack into a new segment using this strategy without taking a big risk, ABM Lite is the way to go. This one-to-few model includes customized programs aimed at a few accounts, typically 5-10, with common needs and pain points. ABM Lite targets accounts with similar business attributes, initiatives, challenges, and objectives – and complements the efforts with personalized content. Programmatic ABM Programmatic account-based marketing can be the most scalable method of targeted and personalized marketing – provided you have the right tools and technologies. This allows you to target up to 1,000 accounts at a time. So how is it different from traditional marketing methods? Standard leadbased strategies involve channels of mass marketing, such as print, broadcast, and direct mail, to drive maximum conversions. And unlike targeted account-based marketing, these traditional methods often generate a lot of noise, but are incapable of filtering the right leads. Programmatic ABM, on the other hand, is enabled by smart technology that allows you to scale up and target progressively larger groups efficiently and cost-effectively. Bolt-on ABM A fundamental truth about B2B marketing is that you’re not selling to individuals, but to organizations. Marketers are often required to engage with a group of decision-makers while still communicating with one specific lead – something that contradicts the process of lead-based marketing.
One-on-one ABM Remember the popular TV series, Mad Men, where the characters focused on closing select high-value accounts? That’s exactly what 1:1 ABM entails – a strategic and customized approach to not more than 1 to 10 accounts at a time. This is ideal for enterprise-level accounts and demands highly personalized content and experiences. Although 1:1 ABM is the most resource-intensive model, and the least scalable one, it promises high ROI
Bolt-on ABM leverages technology and triggers actions to help you qualify and nurture inbound efforts. This strategy allows you to engage individuals from a specific company, create opportunities for conversion, and enhance account engagement. And although you may not get the same results as targeted one-onone ABM, bolt-on is a positive first step in your transition from lead-based marketing to account-based marketing December 2017 | Marketing Maximus Magazine | 11
STEP 3: Leverage the power of technology ABM technology is a great way to engage with your customers across multiple channels, allowing you to connect with more than just an individual lead. While the best people and the right strategies can give your ABM campaigns a great start, you still need relevant technologies to take it one step further. Thanks to technology, you have the liberty to personalize marketing strategies basis different campaigns, personas, and activities. Advertising: These technologies allow you to expand engagement with set audiences, retarget visitors who return to your site, and optimize web conversion through digital platforms such as video, social, display, and mobile ads. Automated marketing: A scalable tool to boost pre-sale and post-sale engagement, these Marketing Automation Platforms (MAPs) provide support through traditional marketing tactics and outbound email marketing. In addition, they also include functions such as linking contact profiles with their activity, account-scoring functionalities, and other features to enable effective sales and execution.
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Automated salesforce: From account management and reporting to lead management and a host of other applications, ABM largely relies on automation platforms to manage contacts, accounts, and opportunities. In addition, many companies also use these platforms to oversee sales assets in an effort to define insights and content. It’s no wonder then that one-third of the companies undertaking ABM are investing in salesforce automation tools. Customer intelligence and analytics: Predictive analytics and insight-driven tools allow organizations to channel their sales and ABM efforts in the right direction. Some of the most common solutions in customer intelligence management include handling feedback, collecting and analyzing data, and formulating responses. This information is gathered from various touch-points to better understand customers. That’s not all, with the help of further insights, you can improve messaging, engagement, segmentation, etc and better target your customers. In addition to these platforms, you can also explore automation tools for social media management, Content Management System (CMS), and more to help boost your current ABM strategy.
STEP 4: Find the right channels Now that you’ve got your A-team and your best strategy, it’s time to execute it through the right channels. Fortunately, ABM can be propagated through multiple ways, such as:
Blogs Ebooks
Email and direct mail
Events
STEP 5: Measure your success
Social media Video
Webinars
Infographics
Website
ABM largely relies on automation platforms to manage contacts, accounts, and opportunities. In addition, many companies also use these platforms to oversee sales assets in an effort to define insights and content.
Display and search engine ads
The definition of success changes from one strategy to another. However, there are a few common metrics you can track to measure the results of your ABM strategies. Account-based marketing doesn’t bring instantaneous results but when done right, it reduces your sales cycle length i.e. the time taken to close high-value accounts. By nurturing a decision-making process, accelerated by sharing relevant and educational content beforehand, you stand to make a sale much faster. Start by tracking your progress with specific engagement metrics such as clickthroughs and secondary actions across multiple devices, accounts, and personas. You can also consider your website’s engagement by comparing page views, clicks, and conversion rates. In addition to engagement metrics, you should keep an eye on your revenue – how many target accounts have you converted into valuable customers who stay? A simple way to calculate this is by comparing the average deal value of traditional marketing programs with your ABM campaigns.
THE FINAL WORD While traditional B2B marketing methods have their own merit, only a few have proven to be as effective as ABM. With the right measures in place, you too can excel in this intensive and rewarding exercise. All you have to do is remember your ABCs Always Be Closing! December 2017 | Marketing Maximus Magazine | 13
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Easy Steps to Keep your Emailers out of the ‘Spam’ Folder By Sairaj Kamath
It’s never a good feeling when your emailers go without responses or clicks – or worse, into the ‘Spam’ folder. Which is why marketers around the world are striving to find new avenues that can help make this online tool a true attention-grabber. But under all the new design trends and digital trickery, there are some very simple, yet essential techniques that truly make any mailer engaging. Here are five such steps to save your content from that spam sinkhole! The right subject line The subject line is your emailer’s first impression on the viewer, so make it count! Effective subject lines are crisp, clear, and reveal all or little info depending on the context. Other than those, having the right ‘persona’ can do wonders for your emailer. This refers to the tone, style, and emotion your subject line takes on to grab the reader’s attention. Here’s a handy guide to some of them:
Design with detail
Curiosity ‘Want to improve your XYZ?’
Offer ‘Free XYZ!’
When it comes to making your emailer ‘pop’ to the common eye, every detail matters – including complementary colors and websafe fonts. The design of your emailer can also be one of these three types, depending on its purpose: • Editorial More text, photos, and links
Urgency ‘Three hours left to get XYZ’
• Promotional Minimal text with a clear Call to Action (CTA) News ‘Here’s what happened at XYZ’
• Catalog Numerous columns to highlight products This kind of clarity and detail in your emailers will make your message stand out loud and clear, and avoid miscommunication.
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B2Bs have a slightly higher open rate
B2Cs get more unique clicks
Trending knowledge on your TG And by that, we don’t just mean industry wise. Here are some essential differences noted between B2B and B2C mails by DMA’s Email Benchmarking Report 2017:
B2B: 22% | B2C: 18.7%
B2C: 2.3% | B2B: 1.3%
This shows that the average audience looks for more click-worthy content in B2B mails, and more compelling subject lines in B2C mails.
Open Rates
Click-through Rates
Vimeo for video According to a survey by GetResponse.com, YouTube may no longer be the go-to platform for video emailers. Vimeo has been shown to deliver higher open and clickthrough rates than those of its more popular competitors, as seen here:
Vimeo: 47.35% | Competing Platforms: 31.90%
Vimeo: 12.50% | Competing Platforms: 5.56%
CTAs that pass the ‘Squint Test’ By now, a lot of us know that button or graphics-based CTAs are the way to go with emailers. However, will your CTA be immediately noticeable and click-worthy? MailChimp suggests a handy way to determine that – the ‘Squint Test’. Simply put, if a viewer can make out the CTA in your emailer while squinting, you’ve got a winner! Good emailers can be made great with fine-tuned copy, attractive design, and a compelling CTA. And these are just five of the many ways you can make your mailer a must-read. Follow Marketing Maximus Magazine for more tips and tricks to accelerate your success!
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Questions you Probably didn’t know Google Analytics could Answer By Isha Garg
Business is strange. One moment, it’s sprawling. The next, you’re wondering what went wrong ﹘ your consumer base starts depleting by the minute, and you have no idea why! In such moments of distress, what emerges as a true hero is Google Analytics. Though it has the power to singlehandedly manage almost all your marketing needs, are you using it to its full potential? Considering how dynamic a tool Google Analytics is, it doesn’t come as a surprise that you’re likely to be unaware of a couple of things it has to offer. We’ve put together some Google Analytics features that answer the questions you must’ve (or should’ve) asked yourself.
Q
1. Is my website testing people’s patience?
Q
With innovations sprawling and patience running out, loading time plays a pivotal role in the success of your website. The longer it takes for the site to be usable, the more likely you are to lose traffic. Google Analytics calculates the page-load time, so you can make befitting decisions regarding your data and design, and not lose potential consumers. Because after all, a visitor turns consumer only if they end up seeing what you have to offer in the first place.
2. What are my visitors looking for? You know of the keywords that people use to find your website. But do you know what they’re looking for once they’re on it? Google Analytics can detect the entries that go in your search bar, letting you know what’s being searched for the most. Besides popular searches, possible shortcomings in your page design are brought to the fore. For instance, people might be having to look for something because it’s not easily accessible enough.
Q 3. Is my site worth staying on? How compelling is your site? Is it attractive enough to keep visitors engaged? The answer lies very close to how much time they’ve spent on it. Google Analytics calculates the duration for which a visitor stays on a particular page, so you can gauge whether your User Interface (UI) and User Experience (UX) is working well with your TG. You can then make relevant changes to ensure they’re comfortable staying on the website ﹘ the longer they stay, the more likely they are to turn consumer.
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Q
4. Why are people leaving? As opposed to which pages are keeping your users interested, it can prove useful to know which ones are driving them away. Google Analytics identifies these ‘bounce pages’ ﹘ ones that see the maximum number of ‘exits’ ﹘ letting you analyze what the problem could be. Knowing what part of your site a visitor was on before choosing to close it lets you evaluate and make relevant amends. You can then take a call on whether you even need the page.
?
Q 5. Why are people not buying anything? Someone could’ve spent over an hour on your site, but ended up not buying anything. Besides budget crunch or change of mind, there could be a couple of shortcomings in the website itself that drove them to this decision. Google Analytics shows you the exact point in the purchase process where a user abandons their cart. If there is recurring data on a particular point, maybe it’s the page, content, or accessibility that doesn’t sit right with the consumer.
Q 6. What are my visitors up to right now? That’s right! Google Analytics tracks your traffic activity in real-time and gives you live statistics! At any given point, you know how many people are on your site, who’s visiting, what they’re looking at, and when they’re leaving. You also get insights on the geographic location of your visitors and what browsers or devices they’re using. While this may or may not have direct business benefits, it keeps you up-todate with the popularity and activity of your website. Amidst ‘more important’ corporate decisions, it helps you stay in touch with your business and your consumers. Needless to say, Google Analytics is the tool you should leverage to give your business an edge over the rest. December 2017 | Marketing Maximus Magazine | 17
Considering
a start up? Consider
good design. By Isaac Nico
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So you’ve finished an engineering degree. Somewhere through the fourth year a couple of friends and you arrive at a great idea, that you develop and grow. And now, you’re finally ready to make it a business. Between the hassles of operating at a sustainable level and juggling roles from marketing and sales to accounting and product development, the last thing you need to focus on is design – yes? In all fairness, how could anyone possibly worry about how good their company looks when even bringing in money to run daily operations is a challenge in today’s cut-throat start-up ecosystem. But the truth is that good design is worth way more to small businesses than you may have been led to believe. Apart from it’s obvious aesthetic appeal, it can inspire confidence in your brand, set you apart from competition, and even increase the net worth of your company. Still not convinced? Here’s what your brand stands to gain with good design. Customer Confidence You’ve heard the adage 'First impressions are last impressions'; perhaps even 'Dress for the job you want, not the job you have.' And if adages are considered general truths for living, their veracity can be extended to businesses as well. But don’t take our word for it – which one of these two beverage businesses are you most likely to trust?
a copycat brand – with no perceived trust or reliability. Human Resource
Apart from faithful customers, great design also attracts likeminded employees. When you invest in a branding activity, you’re taking care to actually define the brand’s attitude – which in turn will draw employees who relate to the As you can see, it is essential to carefully consider same ethos. how you want to be portrayed from the get go; But are we really the lasting impression you want to leave on clients, telling you that partners, investors, and everyone else. Tasteful, good design well-thought-out design will take you miles here. And can impact your attrition rates? take it from us, a customer who appreciates good Well, yes. It’s no design, most often becomes a customer for life. secret that the best employees are Market Distinction the ones who subscribe to their Let me illustrate the emphasis of company’s philosophy and culture design on market distinction with completely. And by projecting three brand examples – Apple, the same, a company is bound to AirBnB, and Baskin-Robbins. attract potential employees who Enough Said? identify with the brand, engage Each one of these uber-successful better at work, and reduce brands have their own distinct attrition. identities that help them stand The benefits of good design out in almost every market. The are multifold. And the design important lesson to draw from language you choose to adopt here, as far as businesses go, – as a brand – can even be an is that humility will take you asset to your business. Consider nowhere in the industry. If a this: sans branding Coca Cola is brand doesn’t dare to stand out aerated sugar water, the iPhone from the competition, it will only is overpriced outdated tech, fade away. and Airbnb – just a platform Great design can do all this and for squatters. Good design is more; it is the difference between a market differentiator – an making your brand memorable absolute necessity for startups and easily forgotten. In an age today. It gives your business an when customers hardly have any identity; something that your time to compare products and customers will need to subscribe services, winning market share to your vision. Take time to is largely dependent on carving define and develop it – this is not an identity that isn’t already a an overnight process. And we’re trend. Any company that doesn’t certain you’ll see your manage to do this risks becoming business grow. December 2017 | Marketing Maximus Magazine | 19
Above the Line Marketing vs Below the Line Marketing
By Marian D'Souza
Where Should You Put Your Money? In the never ending tug of war between Above the Line (ATL) and Below the Line (BTL) marketing strategies, choosing a side has always been a tough task. But, fret not. We’re here to help you pick the
MEDIUMS
winning advertising strategy.
Above The Line Marketing
Below The Line Marketing
Includes mass communication platforms that target the general population such as:
Targets specific audiences with digital media assets such as:
Television
Outdoor media
SEO & SEM
Email Marketing
Radio
Print advertising
Social Media Marketing
Content Marketing
STRATEGY
Cold Calling
Reaches a very wide audience
Targets individual customers
Repeats communication multiple times
Improves brand trust
Helps building brand awareness
Drives greater individual responses
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SUCCESS FACTORS
Rating points (GRPs, TRPs, etc.)
Click Through Rates
Conversion Rates
Reach
Cost Per Click
Website Analytics
Frequency
Cost Per Acquisition
Impressions and Followers/Likes on Social Media
ECONOMICS
Difficult to measure success parameters
TVC, Radio, and any other conventional medium provides maximum reach as opposed to social media and other Below the Line strategies
Above the Line strategies continue to be far more effective in building brand recognition
Highly measurable and easy to track ROI
Average cost of a TVC or a Radio ad is at least 5 times more than an average YouTube ad
Social media influences more than 50% of both online and offline purchases Global ad spend budgets on social media have doubled over the past two years from $16 billion to $31 billion
WINNING SIDE Some say that the age of ATL has come to end. But has it really? While BTL is certainly cost-effective, measurable, and has a high ROI, it’s not yet at a stage where it can match the level of impact and visibility that ATL communication offers. The best way to succeed is to first prioritize your business objectives. Once that has been established, you can then align your marketing strategy, blend the best of both worlds, and win over your target audience seamlessly. To know more about this and get a better insight, you can read our article on why print is your invisible hero.
December 2017 | Marketing Maximus Magazine | 21
Imagine a world where art becomes a form of social interaction. Imagine a world where every thought and unspoken word is expressed through colors, patterns, and shapes. If you know what this is about, then you’re a step closer to knowing Ayush Bhambhani.
Unabashedly Ayush More Than Just Another Book By Nikita Shroff
Ayush is an artist par excellence. And a student at Sense Kaleidoscope – an academic and creative arts school for people with autism. Diagnosed at the age of 2, the school is the perfect environment where Ayush hones his talent for colours and patterns. Sense Kaleidoscope wanted to showcase his art and introduce Ayush to a wider audience. They approached Pink Lemonade with a simple brief: design a tribute to a spirit that is undeniable glorious; a spirit that never ceases to explore, learn, and achieve. With that clear goal in mind, Unabashedly Ayush was born. This 10 by 10 vibrant, colorful, and sensory book narrates Ayush’s story while also serving as a portfolio of some of his most powerful artworks. Every page in the book is an experience in itself. So much so that no two pages look or even feel the same. Consisting of several interactive elements such as pop-ups, bookmarks, and origami placed over glossy, matte, sand, and even magnetic pages – the book is a befitting showcase of Ayush’s unique personality. What’s more, every section is dedicated to the different aspects of his personality, using words to describe a boy who is undeterred, unafraid, and yet unabashedly himself.
Art is the most intense mode of individualism the world has known. Oscar Wilde
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But the book wasn’t a result of a day’s or even a week’s worth of time and effort The team at Pink Lemonade invested a lot of thought on conceptualizing, writing, and designing a book as unique as this one. Right from understanding and observing Ayush’s activities to carefully planning
out each page to stand out from the rest – the process was a long-drawn one but worth every moment. And in the end, we were able to deliver a product that makes Sense Kaleidoscope, the family, our team, and perhaps even Ayush very proud.
If you’re on the lookout for an agency that takes the time to understand your requirements, conceptualize creatives that hit the bulls eye, and create something that’s one-of-a-kind – then we’ve got you covered. All you need to do is get in touch with us at +91 80 30412990 or mail us at: reachus@ pinklemonade.in. November 2017 | Marketing Maximus Magazine | 23
Marketing Maximus Magazine is an initiative of Pink Lemonade to help professionals stay up-to-date with the latest industry trends and techniques. Pink Lemonade is a creative agency that specializes in visual and written communication across multiple platforms – be it digital, social, or good ol’ print. Want to give your brand the Pink Lemonade edge and up your marketing quotient? Then write to us at reachus@pinklemonade.in and we will get in touch with you shortly.
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