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Tag: micro-marketing

  • WPP’s Dialect offers micro-marketing opportunities for advertisers

    MUMBAI: WPP Marketing Communications (WPP MCI) division BroadMind’s new micro marketing initiative Dialect has invited advertisers to exploit tactical micro-marketing opportunities at some of the most vibrant fairs and festivals of India.
     
     
     

    BroadMind has acquired the rights of marketing events such as Pushkar Mela, Rajasthan (October-November); Gwalior Trade Fair, MP (December-January); Maha Kumbh, Nasik, Maharashtra (July to September); Nehru Boat Race, Alapuzha, Kerala (August-September); Sonpur Mela, Bihar (November-December); Magh Mela, Allahabad, UP (January-March); Nauchandi Mela, Meerut, UP (March April).

    The level of investments for micro marketing solutions (Northern India Focus November 2003 to March 2004) is as follows:

    Type of sponsorship
    Gold
    Silver
    Slam
    Super
    Multiple
    Single
    Investments in Rs million
    5.5
    4
    3
    2
    1.5
    0.7
    No of mela
    5
    5
    4
    3
    2
    1
    No of days of activity
    150
    150
    120
    90
    60
    30
    Total no of shows 1.5 hours/show)
    3750
    3750
    3000
    2250
    1500
    750

    BroadMind also offers value adds to drive
    * audio-video visibility (commercial time/shows/spots);
    * visibility on mela ground (screen branding/mela gates/hoardings/kiosks/vinyl banners);
    * visibility enroute to mela (hoardings at bus/train stations)
    * to increase brand consumer contact (contact programmes through sales boys);
    * research to determine run on investments (efficiency study and customised research).

    Similarly, the cost of the sponsorship for Nehru Trophy Boat Race in August 2003 is around Rs 3 million (title sponsor); Rs 1.5 million (associate sponsor) and Rs 0.5 million (ground partner). This includes mass media visibility on TV (terrestrial/C&S/cable channels) and print; visibility on ground in the surrounding regions as well as at the venue.

    The cost of the main sponsorship for the Nasik Maha Kumbh Mela is around Rs 2 million (gold); Rs 1.5 million (silver); that of the associate sponsorship is around Rs 1 million (gold) and Rs 0.5 million (silver).

    Data provided by IMRB International also indicates the following trends*:

    Category
    Details
    Pushkar Fair Rajasthan
    Sonpur Mela Bihar
    Gwalior Trade Fair MP
    Kumbh Mela UP
    Nauchandi Mela UP
    Mela Promo Efficacy
    Participation in adv
    74%
    925
    78%
    67%
    64%
    –
    Reach of Dialect
    32%
    38%
    21%
    11%
    27%
    Market potential and spending capacity
    Total spends in Rs million
    123
    250
    2500
    1500
    230
    –
    Purchased/person (Rs
    358
    524
    3512
    156
    256

    * Dialect proprietary consumer insights and market potential study