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Experiential Marketing
Grameeno ke Beech
Experiential Marketing
Target Audience:
Every one from a school going child, rural women to a mature farmer was our TG. Target groups from different age groups and category were invited so as to reinforce the feeling of oneness and an image of family.
My life is dull & revolve around day to day chores There is hardly any source of entertainment Rural extravaganza at held at district level on annual basis only
Experiential Marketing
Marketing efforts so far have been restricted to the extent of running short campaigns that lacked the element of interaction. The need was to bring together and run a syndicated activity which will yield better results and bring more sales benefits to the brands. The trend from marketers across industries had always been stand alone initiatives. Rural customer is more community specific and decisions are taken in togetherness rather than a single mind purchase. The influencers like peers, relatives, neighbors, youth and affluent farmers etc who are consulted for different purchases Any company who is promoting its product faces a tough competition with other players. Main challenge has always been recall as the rural TG is exposed to different promotions happening in his village. The challenge is how to build up strong recall of his experience with the brands.
Hence, the need of the hour, as explored by agency was to reach out with just the right entertainment package which defined the foundation for the concept.
An in-house initiative to bring all brand closer to the rural consumer under on roof. A family entertaining, commercial fair by itself. A unique Har Ghar Mein ek Product approach, which eventually led to an increase in product trials. It aimed at involving the entire family, for the full day in an atmosphere created to enjoy, interact, understand & breathe the products displayed by the Corporates for higher trials & brand recall.
Customization:
Experiential Marketing
BAJAJ
Embroidery competition for women, to design logo of Bajaj on a hankerchief for their husbands
CADBURY
KODAK
One minute, photo challenge at Kodak Stall training of how to click a photo
NIRMA
TATA CHEMICALS
Scale:
Experiential Marketing
IDEA
SCHEMES
BAJAJ DISCOVER
SCHEMES
Free lubricant oil & Oil free change coupons with purchase of Bajaj Discover bike worth Rs. 47000
KODAK
SCHEMES
Free 1 ultra max film roll with purchase of camera worth Rs. 500 . Taught the TG how to click photographs
PARLE
SCHEMES
1+1 offer (Ek biscuit pe ek aur free) (Ek biscuit ke saath Ek kismee toffee)
WIPRO
SCHEMES
Result:
Experiential Marketing
Villages Covered in every 4 States Haryana, Punjab, Andhra Pradesh, Maharasthra (2 months in each state)
Some indicative figures to endorse the success of GKB Bajaj generated around 15k enquires and did spot sales of 2500 bikes ITC, Parle, Cadbury, Tata salt generated sales for 5000 per day per company
Merchandising at 500 corporation market called Haats 1000 anganwadi centers covered
No of Indirect Reach
4200
25K