Brand Ad­ver­tis­ing: Chicken Soup for Busi­ness

DQ Channels - - Cover Story - ANKIT PRASHAR

Con­tin­ued from page 10 do par­tic­i­pate in events. where we get cus­tomers to come and get a feel for so­lu­tions. Ev­ery year we plan 50 lach to 1 crore as co-fund­ing from our ven­dors that helps us to make an ef­fec­tive ad­ver­tise­ment and mar­ket­ing. We also par­tic­i­pate in third party events in ver­ti­cals like pharma etc.

Most of the ven­dors are con­fused about this en­tire new world of ad­ver­tis­ing. And the key is to be re­mark­able. Repli­cat­ing con­tent can be fu­tile. The need is to be re­mark­able. The joint mar­ket­ing plans are miss­ing and un­less the part­ners put their heart into it. It won’t come out well. Ex­ter­nal agen­cies can ex­e­cute things well but the core has to be come from the or­ga­ni­za­tion.

Added into the same, Pawan Khu­rana, Di­rec­tor QuantM shared his views on fund­ing from ven­dors “Part­ners can use ven­dor funds for co­pro­mo­tion how­ever the strat­egy can be de­cided by the part­ner, funds can be used for dig­i­tal mar­ket­ing, cus­tomer events, lead gen­er­a­tion, tech­nol­ogy up­dates, road shows etc. We have yearly ap­proved bud­gets which are co-funded by us and busi­ness part­ners. We have in­ter­nal team to run dig­i­tal add cam­paigns and so­cial me­dia. Mar­ket­ing tools pro­vided by busi­ness part­ners are a great help in lead gen­er­a­tion.

Talk­ing about more on get­ting funds, What will you say when you gets your public­ity by Gov­ern­ment of In­dia. There are also some SI’s who part­ners with gov­ern­ment and their ad­ver­tise­ment used to run by Gov­ern­ment as well.

Bi­har based Astric com­put­ers who are part­ner with the Gov­ern­ment of Bi­har and they work more for the Gov­ern­ment of Bi­har and their all ad­ver­tise­ment and mar­ket­ing is done by gov­ern­ment.

“We are part­ners to gov­ern­ment min­istries, agen­cies and so­ci­ety’s hence we are not con­cerned about fund­ing. So far all of our ini­tia­tives are based on fund­ing by gov­ern­ment hence we do not have any say. To be hon­est we do not have a strat­egy to­wards ad­ver­tise­ment as of now as all our ad­ver­tise­ment is moved by gov­ern­ment of Bi­har and Gov­ern­ment of In­dia as we are part­ners to them. Peo­ple in Bi­har do not have a bet­ter con­nect­ing medium other than print me­dia so our most of mar­ket­ing and ad­ver­tise­ment by Gov­ern­ment ap­pears more in Print” said, P.K Sinha, Di­rec­tor, Astric Com­put­ers.

Ad­ver­tis­ing is one of the 4 pil­lars of prod­uct pro­mo­tion. Ad­ver­tise­ment gives 360 de­grees vis­i­bil­ity to all sec­tions and de­mo­graph­ics of the end user. Al­most ev­ery busi­ness in the world will deal in ad­ver­tis­ing at some point, whether it is a listing in the print, elec­tronic or dig­i­tal me­dia. What­ever you’re plan­ning, the strate­gic think­ing be­hind all ad­ver­tis­ing is es­sen­tially the same – get to know your au­di­ence, tar­get them ef­fi­ciently and po­si­tion your brand in the way that ben­e­fits your busi­ness.

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