Generating OTS online

Your
App
?

Building Leadership
through

Social Media
Your
Your
App
App
??

Central to all our marketing efforts is:

Howd you find that illusive customers?

And having found them,

would you keep them engaged to your marketing objec
Or, in other words,

How would you

Manage Customers?

The question that most need an answer

to is:

What makes customers

tick?
And what ticks them off?
Listen to these tracks that sum up our
CRM efforts!

Who doesnt need

a customer?

Consumer is no
fool!
Shes your wife!
- David Ogilvy, the ad Guru

When we need
her, we go all out
to seek her!

Every ad that we put

out, promises to make
life a lot easier for
her!

Those who know her really well,

can only enjoy this feel good
factor!

Even she readily plays the ball

with them!

You take her for granted &

grow complacent, even she
becomes elusive for you!

Those who grow complacent

& dont keep track of her, will
only end up treasuring her
fond memories!

Make no mistake,
Shes the queen.
and we better treat as one by figuring
her well, by engaging her through an
effective interface, by..

By being there, where she is!

Your
App
?

nd by generating better OTS for her

Take a look how we generate OTS through our

conventional media practices?
Say a typical print-ad plan for a Smart Phone Brand in Gujarat:
3-ads each of 100 Sq. Cm in TOI, IE & DNA to cover Eng audience
3-ads each of 100 sq. Cm in GS, DB & Sandesh to reach the regional
critical mass

If you plan for Universal audience, the numbers will be like this:

Gujarat
Geographic Segments
Gujarat

Total
Popln
'000

Three Ads

TOI

Nett Gross
Reach
Avg.
Reach OTS
%
OTS
'000
'000

Ahmedabad

4882

49

2392

Bhavnagar

530

38.6

205

Jamnagar
Rajkot

673
1258

34.4
51.3

232
645

566 2.44
1901 2.95

Surat

3964

41.2

1633

4718 2.89

Vadodara

1613

54.2

874

2548 2.91

Rest of Gujarat

35717

19.2

6858 17014 2.48

Total Gujarat

48638

26.4

12840 34327 2.67

GS
DNA

7032 2.94
548

IE

2.68

DB
Sand

A little over a Quarter [1.28Cr] out of 4.9Cr audience would have seen your ad 2.67
times!
And for a whopping budget of Rs. 13.70 Lakh
Disclaimer: This when the creative would have caught your eye-balls in 30+ pages
where a little over XX Minutes were spent reading these dailies by your customer!

But wait, your product is not meant for all of the

audience. Only the ones who could afford a Smart
Phone
Filtering universe for Socio-Economic Classes of
Gujarat
just A & B
Three Ads

TG
Geographic Segments
Popln
Gujarat
'000

Nett Gross
Reach
Avg.
Reach OTS
%
OTS
'000 '000

Ahmedabad

2492

71

1769

5506 3.11

Bhavnagar

230

60.3

139

380

2.75

Jamnagar

289

57.7

167

439

2.63

Rajkot

652

73.7

481

Surat

1721

65.3

1124

Vadodara

936

73.3

686

2206 3.21

Rest of Gujarat

7442

46.9

3490

9691 2.78

Total Gujarat

13762

57.1

7858 23200 2.95

TOI
GS
DNA

IE

1487 3.09
3490

3.1

DB
Sand

A little over half of [78.58 L] out of 1.38Cr audience would have seen your ad 2.95
times!
And for a whopping budget of Rs. 13.70 Lakh
Disclaimer: This when the creative would have caught your eye-balls in 30+ pages
where a little over XX Minutes were spent reading these dailies by your customer!

You end up buying a Universal reach

Whereas you needed only a niche of Potential
customers!
Buy Vs Delivery
Geographic
Segments
Gujarat

Population'000

Campaign Nett
Reach '000
Gulf

ALL

Total TG
SEC AB

Total

TG SEC
AB

Ahmedabad

4882

2492

2392

1769

623

Bhavnagar

530

230

205

139

66

Jamnagar

673

289

232

167

65

Rajkot

1258

652

645

481

165

Surat

3964

1721

1633

1124

509

Vadodara

1613

936

874

686

188

7442

6858

3490

3367

13762

12840

7858

4982

Rest of Gujarat 35717

Total Gujarat

48638

You only reach 1.28 Cr audience when Gujarat has 4.86 Cr. Total population
You get only 78.58 Lakh reach in your customer base when Gujarat has 1.38
potential customer base
And gulf of another 50 Lakh customer base go untapped when you use print.
And this calculation is on the presumption that you ad, buried in the heap of
other ads of the day, would have been read by customer, sitting on his

All conventional platform delivers very less in

Universe, except Internet, whose base itself is of
mass of class.
Buy Vs Delivery
Geographic
Segments
Gujarat

Campaign Nett
Reach '000
Total
Pop '000

% reach

Gulf

Total

TG SEC
AB

Print

12840

7858

61

Radio

1729

1022

59

4982
707

TV News
TV Hindi
Serials
TV Guj Serials

17279

8049

47

9230

25468

10472

41

14996

2740

1048

38

1692

1554

1275

82

279

Internet

48638

When your customers are fished out of the on-line community, your wastage
is minimum
Your messages can be contextual, addressing the needs of premium
customer base.
It is a platform that also gives you interface, while other options dont offer
this unique utility.

Not just these, handicaps are aplenty!

The platform itself has typical consuming habits.
As each of the platform has its own time slots, and not round the
clock engagements.

Lets take a look at their prime & Low time:

Gujarat folds up its 30+ pages in just 30 minutes!

4000

Day-part consumption of Newspapers

3500

Figures in 000

3000
2500
2000
1500
1000
500
0
6 am to 6.10

Upto 6.30

Upto 6.45

Upto 7.00 am

7 am and beyond

Readers

If Newspapers is delivered in your home at 6.00 am, you are done with it by
6.30.
For best part of the day, this platform is dead..Perished!

Radio is played in the tension ridden mornings!

Day-part time Listening to Radio by Consumers

1000
900

Figures in 000

800
700
600
500
400
300
200
100
0

Listeners

Radios prime-time is in the mornings tension ridden hurry-burry schedule.

While it plays out in the back-ground, its messages are not intent if not
creatively put.

TV gets prime late in the evening!

Day-part Time spent Viewing Television
30000
25000

Figures in 000

20000
15000
10000
5000
0

Viwers

TV is active when Markets are closing up!

It can not be local, since its footprint is universal.
Too much of clutter out there, choosing one option may not deliver reach

verage time spent by consumers on different platform

In Minutes
120

98

100

75

80

65
60

40

39

20

0
Newspapers

Radio

Internet

Avg. time spent in Minutes

Television