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Tag: Saurabh Parmar

  • Converging guest experiences from across the web onto Facebook via a dynamic cover photo

    Converging guest experiences from across the web onto Facebook via a dynamic cover photo

    MUMBAI: “The challenge we have been trying to address through social media is not to get a higher fan or follower count. That’s easy. But, to get a relevant fan base & thus, drive ROI which frankly is pretty tough – One needs to keep optimizing with content, media, campaigns etc”-said Saurabh Parmar from Brandlogist the marketing consultancy managing Sahara Star’, the 5 star hotel in Mumbai.

    Thus, when they reached the benchmark of 1 lakh facebook fans & 1000 twitter followers for Sahara Star, instead of focusing on a gimmicky campaign they continued their focus on relevancy & ROI.

    One big challenge which any hospitality brand today faces is that guests are sharing their experiences across the web- tripadvisor, blogs, forums, twitter etc & as a brand you would want that all these get aggregated in an interesting way onto your primary platform which is usually Facebook. Especially for a luxury brand these are strong drivers of consumer interest.

    To address this Brandlogist, designed a Facebook cover photo which got updated with a new review from across the web after every like. So, a user may tweet something on twitter today about the brand & the people on the Facebook page see his/her experience in their newsfeed via a cover photo.

  • Brandlogist wins the marketing mandate for officeyes.com

    MUMBAI: Brand consultancy Brandlogist that specialises in digital media has won the marketing mandate for officeyes.com, a rocket internet backed venture which sells office stationery and office supplies.

    The mandate involves marketing Office Yes across communication channels and consulting them on brand strategy and direction. Brandlogist plans to use a mix of communication including OOH, DM, events tightly integrated via the digital platforms.

    Office Yes CEO Siddharth Nambiar said, “We are very pleased to be working with the team at Brandologist in our efforts to develop the OfficeYes.com brand. They quickly understood the key business challenges we face, and have helped us to develop a vision for our brand that we are excited about, and that we are confident will drive real business results.”

    Brandlogist CEO Saurabh Parmar said, “It‘s an interesting win for us.Rather than coming back with the usual communication matrix of mediums –approach & spends, we came back with strategies driving certain ideas which cut across communication channels. Officeyes has appreciated us for it & in fact they wanted to get down to work as soon as possible.”

    Earlier this month, Brandologist was roped in to handle the social media account by menswear brand Blackberrys.

  • Digital the silver lining amid dark ad clouds

    Digital the silver lining amid dark ad clouds

    MUMBAI: As the industry braces itself for the impending slowdown, there might actually be a sector that is preparing to manage an increased workflow. Digital marketing is expected to maintain its pace or even speed up this year as advertisers look to scale back spends on expensive mediums like print and hoardings.

    Experts say there will be no major deviation from Mindshare‘s early year forecast that digital would grow at 30 per cent in 2012, in the same rate as the earlier year.

    Maxus, part of WPP group, agrees that digital will not see any specific slowdown this year. “It should grow at 30-31 per cent from the first part of the year trends,” says Maxus South Asia head of digital Unny Radhakrishnan.

    In fact, insurance companies like HDFC are looking at increasing their digital spends this year.

    Says HDFC Life EVP marketing and direct channels Sanjay Tripathy, “I only see the spends going up because the whole media pie has been asymmetric all this while. If you look at the reach frequency formula and compare it to TV, print, radio and then digital, you will agree with me. There are more people spending time on digital in comparison to other traditional media touchpoints. I only see the digital percentage increasing in the overall pie.”

    With India‘s economy slowing and the bottom line of companies coming under pressure, advertising spends are bound to become increasingly result oriented. This is where digital scores over its media counterparts as it allows for more targeted marketing and better measurable RoI.

    Says Brandlogist CEO Saurabh Parmar, “Digital offers clients an ease in measuring RoI and helps target a wider demographic. What is more important is that digital offers an economic advertising to the small and medium-sized businesses that aspire to advertise among the masses but do not have the budgets of TV and print.”

    As consumers tighten up their purse strings, they would want to carry out detailed research as well before they arrive at a purchase making decision. The Internet is becoming the research tool of choice for several consumers, offering brands the opportunity to become more visible and interactive.

    In the wake of such trends, Parmar feels that the percentage of ad spends dedicated to digital will see a spurt to 11 per cent in 2012, up from 3-5 per cent last year.

    While building brands take a backseat in times of slowdown, it is an exercise that can‘t also be neglected.

    Admits Mindshare principal partner Jai Lala, “Digital, specifically social media, offers brands a platform to interact with its customers. This serves a two-pronged benefit of getting feedback and enhancing the brand image by being responsive and interactive. This is one of the main reasons why digital is growing so rapidly.”

    Also Read:

    Ad Slowdown Looms

    Signals are for a mild ad slowdown: Mindshare‘s Lala

    Slowdown to impact outdoor advertising