industry &
ADVERTISING ENGAGEMENT MARKETING A
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Brand Development, Campaign, Consumer Activation and
V
Digital Engagement
irtual eyes is a creative agency with a equal leverage to Advertising and Engagement Marketing , in short we make sure your brand is seen, heard and felt and create a buzz in the market. We’re a boutique but we’re perfectly in shape and put together a good fight both offline and online i.e. advertising, film, design, events, digital, experiential, and every other skill in our armory, to help our clients ,connecting consumers with their brand proposition and business beliefs.
industry A
n established player in northern India having an integrated steel plant decides to increase market share and improve realization over his existing product. Client calls Virtual Eyes and hands us a brief for doing the needful and hands over a yearlong communication & brand engagement duties.
G
allanttIspat Ltd is a NSE & BSE listed entity with a annual turnover of Rs.1000 crore and operates fully integrated steel plants in Gorakhpur and Kutch Gujarat manufacturing steel long Products. Company sells its product through a well established network of dealer and distributors across the region.
P
remier Group had opened a new manufacturing unit to manufacture 1.5 lacs MT of TMT steel bars at Bagru Rajasthan. It was a new market for the compant with no market share at all. There were 4-5 large players including Rathi, Kamdhenu, TATA and other regional players who had majority of market share.
A
n established player in northern India having a steel plant, manufacturing Re-Bars & Structural steel decides to increase market share and improve realization over his existing product. Client calls Virtual Eyes and hands us a brief for doing the needful and hands over a year long communication & activation duties.
Brand strategy & Development, Communications, campaign & engagement
A
n established player in northern India having an integrated steel plant decides to increase market share and improve realization over his existing product. Client calls Virtual Eyes and hands us a brief for doing the needful and hands over a yearlong communication & brand engagement duties.
Key Issues •
Company’s existing brand positioning in terms of product quality was low
•
New brand was to be launched in premium category within its peer group
•
What Marketing mix strategy to be adopted for a successful launching and promotion of new Brand
•
Highlight the new innovation adopted by the company for this Product
Statergy •
Adopted customized integrated marketing communication tool including a Print/OOH Advertising campaign along with brand engagement initiative
•
An year long IMC campaign was conceived and implemented around the idea “ Defending Lives” and importance of earth quake resistance product was highlighted during different phases of campaign
•
Conceptualized and formulated a Print and a digital campaign keeping a 3d and CG aided creative visual to give a definite meaning for our concept.
•
A well-constructed & conceptualized key influencer activation program was executed to engage the brand with 5000 architects, engineers, institutions etc. through direct meetings, Newsletters, Direct Mailers and incentive program.
•
A total budget outlay of 5 Cr. was handled towards ATL & BTL spending
STATIONARY
POSITIVE RESULTS
With in year of
launch brand already commands a premium position with in its Peers Direct reach to
Architects, Structural engineers, builders and other key influencers New
Trade associates including distributor and dealers have been appointed across the region Product is
making inroads across the region and sales growing by about 200% on MOM
Ideation of DEFENDO
Print Adaptation in Magazine
OOH adaptation & campaign
DIGITAL CAMPAIGN
S
NEW
NEWSPAPER INSERTIONS
POP/POS
BROCHURE/CATALOGUE
CORPORATE EVENT& ACTIVATION
BUDGET OUTLAY
Defendo Budget Outlay - 4 Crore Print - 35% Magazines Business Today Outlook Business Construction & Architecture Construction World EPC World
Newspaper Danik Bhaskar Rajasthan Patrika
Out of Home - (25%) Billboards in 15 cities Small Media Wall Paint
PoP/PoS Support - (10%) Leaflets Danglers Shop Pain Stationary Product Showcase standee
Key Influencer Activation - (20%) Direct Meeting with Architects - 200 Direct Meeting with Engineers - 100
Dealer Meets
Digital - 5% Social Media E-mail Campaign Online Advertising
Sponsorships - 5% Construction Events Architects Seminar
Key Influencer & Trade Activation, Collateral Designing
G
allantt Ispat Ltd is a NSE & BSE listed entity with a annual turnover of Rs.1000 crore and operates fully integrated steel plants in Gorakhpur and Kutch Gujarat manufacturing steel long Products. Company sells its product through a well established network of dealer and distributors across the region.
Key Issues •
Client was experiencing stagnancy in its sales and low brand recall factor among the target group.
•
Competition had steadily started to take over the brand.
•
Key Influencer Group i.e. Architects, Engineers etc were not much aware about the brand.
Statergy •
Communication was reworked and a unique property which represents a core characteristic of steel bars strength at “CORE” was worked
•
Comprehensive Engagement marketing campaign was launched to target key influencer community, at multiple cities of the state. Through this activation, in all about 500 Key influencers were engaged through various methods.
•
Multiple technical and marketing training sessions were organized for Business Associates; Conclaves were organized for Architects and Engineers.
•
Support of Print and OOH was also given during the activation campaign.
STATIONARY
POSITIVE RESULTS
Sales
saw an immediate rise due to the campaign Key influencer
group began to recommend the brand to its end users.n New brand identity was
accepted in the market and received a good response.
brand awareness
Ideation
NEWSPAPER AND MAGAZINE
OOH adaptation & campaign
POP/POS
BROCHURE/CATALOGUE
COLLATERALS
CORPORATE EVENT& ACTIVATION
BUDGET OUTLAY Gallantt Budget Outlay - 1.5 Crore Print - 15%
PoP/PoS Support - (25%)
Magazines Regional Magazines Newspaper Dainik Jagran
Leaflets Danglers Dealer Boards Shop Pain Stationary
Out of Home - (15%)
Key Influencer Activation - (45%)
Small Media Wall Paint
Direct Meeting with Architects - 300 Direct Meeting with Engineers - 100 Architect Conclaves Dealer Seminars Mason Meets
12 Months Project & Each Month Working at a Glance S.No.
Month
1
April
Creative Strategy, Brand Colletral Designing recruitment
2
May
Brand Colletral Designing, PoP & Dealer activation program
3
June
4
July
5
August
6
September
7
October
8
November
9
December
10
January
11
February
12
March
Total
12 Months Project
Details
Tentative area for Dealer, Training and canter activation
Designing of corporate PDF Presentation for Gallantt, Printing of collaterals, Commencement of Dealer Training Program & Architect/Engineer Activation from Gorakhpur
1
Creating and designing of facebook page & blog of Gallantt. Architect activation & conclave designging & continuation of dealer training program
1-2
1-2
1
Dealer & Architect activation and training program
Continuation of canter activation, Designing of Distributor/Dealer conference Planning & Execution of Dealer conference, Submission of Reports & Distributor/Dealer conference 2.5 months of Creative & Collateral Designing & Printing & 7 Months of other Creative & Event Designing & Planning execution
Gorakhpur city
Quantity of Engineers/Architects for activation
Architect/E ngineer Conclave
Architect/Engineer dinner meet
Distributor Dealer Conference
30
25
1
Gorakhpur city, Basti (surrounding areas)
Designing of Newsletters & dispensing the same for Architects/Engineers, Dealer & Architect activation and training program.
Designing of Event collaterals for the Architect/Engineers conclave at Lucknow. Execution of conclave. Continuation of canter activation
Engineer/Architect Activation areas
1
Dealer & Architect activation and training program
Designing of Newsletters & dispensing the same for Architects/Engineers. Dealer and Architect activation and training program. Commencement of canter activation from Lucknow Dealer & Architect activation and training program, continuation of canter activation.
Dealer Technical & Marketing Training Sessions
Deoria, Sultanpur, Mau, Ballia (surrounding areas) Azamgargh, Gonda, Faizabad, Rae Bareilly (surrounding areas) Shahjhanpur, Lahimpur, Sitapur (surrounding areas)
25
1
40
1-2
40
1-2
40 Lucknow, Sultanpur & Faizabad (Surrounding Areas)
Lucknow city
Gorakhpur, Basti, Gonda (Surrounding areas)
Lucknow city & Surrounding areas
Azamgargh, Mau, Ballia (Surropunding Areas)
Lucknow city & Surrounding areas & Architect/Engineer conclave
60
1
Deoria, Basti & any other suggested area(Surrounding areas) 1
3.5 - 4 months of Dealer activation
4-5 Dealer Training Sessions
250-260 Architect/Engineer Activation
2 Conclaves
4-5 small dinner meets
1
Brand strategy & Development, Communications, campaign & engagement
P
remier Group had opened a new manufacturing unit to manufacture 1.5 lacs MT of TMT steel bars at Bagru Rajasthan. It was a new market for the compant with no market share at all. There were 4-5 large players including Rathi, Kamdhenu, TATA and other regional players who had majority of market share.
Key Issues • To generate substantial sales in 2 years so that the company starts breaking and even utilizes 60% of its installed capacity. •
To establish a completely new brand in a new area and define its brand positioning.
•
Identification and formation of distributor and dealer network in Rajasthan.
•
To make sure that company sells it product through organized retail market.
Statergy •
Marketing and sales exercise was integrated & entire campaign was strategized which was to be executed in time bound duration.
• Name of the IMC campaign : - “Rishta Vishwas ka” Market segment – B2B, B2C Time Frame – 12 Months Geographical Area – Entire Rajasthan Plan of action - An integrated plan under the concept of IMC(Integrated Marketing Campaign) of ATL & BTL marketing was strategized and implemented after understanding the market conditions and a brief competitor analysis in Rajasthan. •
TARGET GROUP a) Trade community – distribuotrs, dealers & retailers b) Key Influencer group – Architecht, Structural Engineers & Masons. c) Retail End Consumer – Urban Male of tier 2 & tier 3towns of age group 40 + and builder segment across Rajasthan.
POSITIVE RESULTS
Total of 31
Districts were covered under marketing program
Face to face meeting Appointment of total Touched total 650 Touched total 53
with totatl 135 dealers
authorized 4 distributors and 37 dealers
retailrs across Rajasthan.
architects
With in 2 yrs company was utilizing Company Garnered a market
70% of its installed capacity
share of 10% with in 3 yrs going operational
After Rathi & Kamdhenu, premiere was network in the state for selling TMT bars.
the 3rd company to have a organized
Ideation and photo shoot
NEWSPAPER AND MAGAZINE
OOH adaptation & campaign
POP/POS
CORPORATE EVENT& ACTIVATION
BUDGET OUTLAY
Premier Budget Outlay - 7 Crore Broadcast TVC 30%
Print - 25%
PoP/PoS Support - (10%)
Aaj Tak NDTV News Zee News
Magazines India Today Construction World Newspaper Dainik Jagran Dainik Bhaskar Aamar Aujala Rajasthan Patrika
Leaflets Brochures Danglers Shop Pain Stationary Product Showcase standee
Radio - 10% Radio Mirchi Red FM Big FM
Out of Home - (20%) Billboards (25 cities of U.P & Rajasthan) Small Media Wall Paint
Key Influencer Activation - (5%) Architect Conclaves Dealer Meets
Brand identity, Communications, Key Influencer Activation
A
n established player in northern India having a steel plant, manufacturing Re-Bars & Structural steel decides to increase market share and improve realization over his existing product. Client calls Virtual Eyes and hands us a brief for doing the needful and hands over a year long communication & activation duties.
Key Issues •
Company’s existing brand positioning in terms of product quality was low
•
Competition was taking over the dominated market of client
•
Key Influencer community was ignorant about the brand
•
Campaign should be targeted towards Architects, Engineers, Dealers, Masons
Statergy •
Adopted customized Activation strategy that involved direct meetings and conclaves & seminars of key influencers.
•
An year long activation campaign was conceived and implemented around the idea “Experience you can trust” and importance of earth quake resistance product was highlighted during different phases of campaign
•
A well-constructed & conceptualized key influencer activation program was executed to engage the brand with 1000 architects, engineers, institutions etc. through direct meetings, Newsletters, Direct Mailers and incentive program.
•
A total budget outlay of 1 Cr. was handled towards BTL spending
BROCHURE/CATALOGUE
CORPORATE EVENT& ACTIVATION
BUDGET OUTLAY KVS Budget Outlay - 1 Crore PoP/PoS Support - (25%) Leaflets Danglers Brochures Dealer Boards Shop Pain Stationary
Key Influencer Activation - (75%) Direct Meeting with Architects - 350
SNAP SHOT OF THE EXECUTION OF PROJECT Sl. No.
Di stri cts / Cities
Trade Marketing
Corporate & Channel
Corporate & Channel
Engineer/ Arch
Mason/ Contractors
Direct Marketing
Dealers & Di stributors
Marketing [Architects & Structural Engineer]
Marketing [Building]
Meets
Acti vation
[Engineer & Arch]
1
Agra
Y
Y
Y
Y
Y
Y
2
Bareilly
Y
Y
Y
Y
Y
Y
3
Meerut
Y
Y
Y
Y
Y
Y
4
Moradabad
Y
Y
Y
Y
Y
5
Rudrapur
Y
Y
Y
Y
Y
6
Delhi NCR
Y
Y
Y
Y
TOTAL
300-350
350-400
150-175
4 Meets
Y (350-450) 5 Meets