‘Rate brands to solve credit is­sues’

Outdoor Asia - - Brand Take -

Mea­sur­ing the medium

There are many ways of mea­sur­ing ROI. Pri­mar­ily it is done dur­ing sale or dis­counts re­lated to a cam­paign, then the foot­falls in the stores au­to­mat­i­cally go up. Mea­sure­ment is a func­tion of a lot of dif­fer­ent pa­ram­e­ters. But as far as brands are con­cerned, they can get the bench­mark when peo­ple and me­dia start talk­ing about it, which gives a pos­i­tive im­pact. We also keep do­ing some mea­sure­ment prac­tices to get the re­sults. The mea­sure­ment is very ques­tion­able. For ex­am­ple, if I am run­ning a TVC or a print ad­ver­tise­ment, no one can claim that ev­ery­one wit­nessed it or not. It is about the pri­or­i­ties in terms of medium that work for the brand. I think Out­door is a very im­por­tant medium for our brand.

Per­cent­age of ad­ver­tis­ing spend on Out­door medium

We spend around 20% of to­tal mar­ket­ing spends on OOH. OOH has been a very im­por­tant medium for us. We be­lieve that Wood­land be­ing an out­door brand, our pres­ence on out­door medium is a must. Also, an­other rea­son is that most of the peo­ple th­ese days are trav­el­ling and com­mut­ing. OOH is ex­pen­sive but what­ever is good, comes with a cost. There is a lot of de­mand for a few sites, there­fore they are bound to be ex­pen­sive. But the con­di­tion is that the money should be spent ac­cu­rately. If you have taken a clut­ter free site and de­signed with creative, then it def­i­nitely cre­ates an im­pres­sion on the con­sumers and the re­call value is high. Even the ROI comes from that re­call value. This will in­crease be­cause dig­i­tal is com­ple­ment­ing this in a big way. TV, OOH and dig­i­tal are very big for us and con­nect­ing th­ese three medium in­no­va­tively is go­ing to de­liver to the brands.

Pre­ferred out­door for­mat

It is a mix of for­mats like hoard­ings, tech­nol­ogy. Also we go for malls as it has huge num­ber of foot­falls. We take a mix of for­mats that at­tract our TG. We have seen quick re­sults from Out­doors. Once the hoard­ing is up, it re­ally trans­lates into the store sales. We have more than 200 stores in In­dia and at all the small places like Ranchi, Jamshedpur, Raipur and etc, we take hoard­ings near uni­ver­si­ties and schools which right away takes the store sales up. We have been very con­sis­tent in spend­ing dur­ing sales pe­riod. But we have al­ways shied away from reg­u­lar cam­paigns. We take a dif­fer­ent ap­proach al­to­gether, rather than go­ing for quan­tity; we go for qual­ity in terms of good site and creative work. Our TG in­cludes 16-24 year olds who are very ac­tive, al­ways mov­ing and not shy of scan­ning any QR code. So we are plan­ning to roll out tech­nol­ogy filled cam­paigns.

Fo­cus on dig­i­tal OOH

Ev­ery­day things are chang­ing and that is the beauty of the tech­nol­ogy. Do­ing one big cam­paign on dig­i­tal OOH medium at air­ports can am­plify the so­cial me­dia plat­form. Dig­i­tal OOH helps the TG in ex­pe­ri­enc­ing things. But the tech­nol­ogy should be more af­ford­able.

Creative agen­cies –Their fo­cus or the lack of it on OOH & their cre­ativ­ity

I think it de­pends on the brands as it is they who push the creative agen­cies. If brands want to take the plan to the next level. It fairly de­pends on the brands’ brief on which medium they want to con­cen­trate on. This has to come from the brands rather than the creative agen­cies.

Credit is­sues faced by me­dia own­ers

Credit is­sues hap­pen in ev­ery field and busi­ness. For this, me­dia own­ers can do the credit rat­ing on brands. If any brand is not pay­ing on time then the rat­ing should be done for them and they should get fined or penalty charged.

Amol Dhillon - Vice Pres­i­dent Strat­egy & Plan­ning Wood­land

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