‘If you’re not ready for digital, your company is’: Media Rhythm 4

23 Jul,2012


By A Correspondent


Stratagem Media Pvt. Ltd, an independent media services company, held its fourth training program called ‘ReveNEW Concepts – The Media Rhythm series and Ideas’ on July 21 in Mumbai. The workshop saw participants from The Times of India, The Hindu, Malayala Manorama, Eenadu, Amar Ujala, MY FM and other media companies.


Among the speakers were Mr Sundeep Nagpal, Founder Director at Stratagem Media Pvt. Ltd; Mr Suresh Balakrishna, CEO, Brand Programming Network; Mr Bharat Kapadia, Chairman, Whatuwant Solutions and Mr Madan Sanglikar, a digital media expert and CEO, AD2C.


About bending backwards with ease:

Mr Nagpal, the first speaker of the day, delved on ‘Bending back with ease’ wherein he asked the participants to first know what they are selling. He said that instead of selling many things at one time, there has to be some clarity and certainty of what is being sold and only then the expectations of the clients can be met. Mr Nagpal also spoke about the importance of reminding the consumers about the brand even after awareness is created: “A consumer needs to see the ad frequently. Time and again we have been able to convince clients that in a crowded market, playing one advertisement is not enough. Therefore a reminder is very important.”


He also said that even though there is awareness, reminder and high impact, the brand may not sell as the problem could be because the competition is making more noise. “At times when everything is good, there is no recall because competition is making more noise. Response measurement is very tricky and must be done in a scientific way. Low response could be because of the lack of good features, price and distribution issues,” he said.


Mr Nagpal also pointed out that it is very important to know the client’s business or product: “If you are managing client expectations, you must also know the client’s needs. When you do consultative selling, you can reduce the discount selling.”


He also spoke about the two ways a brand can grow. First, get new consumers and second get the same old consumers to consume the brand more frequently. Some other ‘home truths’ Mr Nagpal shared were: remove discount, adopt differential and value based pricing.


He said it is important to know the competition as is important to calculate, permute and innovate and that you can always refuse a business instead of selling lower than what you deserve.


Customising media usage for brand communication:

Mr Suresh Balakrishna kick-started his session by playing a one minute trailer of the film ‘Rocket Singh, Salesman of the Year’ as an example of how one should and can sell his brand to the consumer. He spoke about going beyond media objectives and looking at communication objectives, quickly pointing out that the media objective is only a channel; the client however wants a communication objective. “You need to create a connect between communication objective and media solution. It is important to understand the communication objective of the client, his needs and aspirations as well. You must, therefore, involve your clients and listen more to what your client wants.”


Mr Balakrishan presented three case studies – Union Bank of India, Vodafone, and Cadbury Dairy Milk Shubh Arambh. He split the participants in different groups and asked them to do various exercises on the case studies presented. He gave the participants various challenges and asked them to come up with solutions to those challenges: how they would have connected with the consumers; how they would have amplified a particular campaign in the media or solved a certain problem in a different way.


On Motivation and Innovision:

Mr Bharat Kapadia spoke about the importance of motivation in an individual and the need for ‘innovision’- a combination of innovation and vision. “Everyone cannot have wrong card, what is important is how you play your cards. Unless ‘You’ believe that nothing is impossible, nobody will be able to help you out. Whenever you are given a tough task, don’t see it as impossible, but instead attempt it to raise the bar for yourself.”


On the need for innovation, Mr Kapadia stated that even innovation needs to have a vision. He said that one needs to innovate, to not only stay ahead of the competition, but also to create a new experience or even to solve a problem which at first looked quite challenging.


Mr Kapadia shared four crucial points for innovation: Uniqueness, Impact, Achieving the goal and Sustainability. He was quick to state that ideas and creations are nobody’s monopoly as each one is capable of generating ideas. Therefore, one needs to start thinking without any baggage.


He also stressed that an idea needs nurturing, which could be achieved with the help of family, friends and colleagues. He asked the participants to mentor the ideas of their juniors, so that they would come up with better ideas. But he was also quick to stress that the real test lies in the execution of the idea. One must always think of the end objective of their idea, and the hurdles they might have to cross.


Mr Kapadia also warned the participants about the dangers of an idea: “Be careful that your idea is not gimmicky and irrelevant, the idea must fit into the objective of the brand. A good idea becomes a great idea if it is implemented well.”


He also told the participants not to be afraid of mistakes and failures, but to learn from them. Mr Kapadia shared his experience about how he managed to successfully execute the Bru Coffee aroma campaign on The Hindu and the challenges he have to overcome to execute the campaign successfully.


Mr Kapadia also gave participants some practical or exercise work during his session. He asked them to come up with an innovation for any media vehicle for any brand, whether existing one or a fictitious one. He asked them to exploit the strength of that medium. The teams were split into five groups.


While concluding his session, Mr Kapadia reiterated that an idea is no one’s monopoly. It must however be relevant, feasible and beneficial to the client. He concluded: “There is no dearth of money in the market because it is all about a good idea. If you come up with a good idea, then the client will also shell out the money required for that idea. A good idea can even bring new advertisers.”


Teleporting to 2015:

Mr Madan Sanglikar shared nine concepts on digital, emphasising the growth of digital and the implication of that growth to other medium and the brands. He spoke about the future of print, television, gaming, mobile, social media, e-commerce, data visualization and eco-system transition, pointing out the need to think digital, that innovations are also happening on digital, and the fact that digital media is the fastest growing medium in the country.


He said that the growth of digital will see more advertising categories increasing their spends on digital. He also said that digital will reduce the urban- rural gap. On the future of print media: “Print will be the biggest beneficial from the digital growth among the media categories. Dailies and magazines will get a new lease of life and static and AV (Audio Visual) formats of content and ads will co-exist.”


On the future of television, Mr Sanglikar said that television experience will get better, a lot of which will be gesture controlled. Online video format will merge with television; it will create an explosion of online and on-demand videos.


Talking about the gaming market, he stated that it is expected to grow to Rs3,100 crore by 2015 and there is a shift of gaming from bedroom to living room, wherein it becomes a family entertainment medium.


Mr Sanglikar gave the example of a bakery in London who used Twitter to attract customers to his bakery as an example of how social media can be used for enhancing the business. He said that very soon there will be no emails as corporate social network will see huge growth.


On the e-commerce front, Mr Sanglikar stated: “E-commerce market is also growing tremendously. Online shopping is getting more interactive with more pay options available and newer shopping categories soon catching up.”


Mr Sanglikar also explained the difference between paid media, owned media and earned media and how today we are witnessing owned media and earned media share growing. He concluded: “Digital is like another medium and not imbibing the medium will not work. If you are not thinking about digital, your companies are certainly thinking about it.”


What the participants say:

At the sidelines of Media Rhythm 4, MxMIndia spoke to some of the participants for their views on the daylong event. According to Mr Subin Thomas from MY FM: “It was very interesting and fun too. Mr Suresh Balakrishna’s session was especially very good. There has been lot of learning, especially about innovation and communication objective.


Ms Zeenat from Eenadu said: “The workshop was definitely helpful for us as it helps us with new ideas. After being in the industry for a long time, you tend to get a rigid mindset but, when we attend such forums where so many different issues are discussed, it refreshes our thoughts and allows us to think differently. The session on digital will probably help us in our work in digital.”


A Times of India participant said: “It was a good way of looking at certain things and even on media selling. All in all it was a good and interactive sessions. There have been some good learning and takeaways too. I would also be taking some of the takeaways from these sessions to my clients.”


Mr Soham Khimani from Malayala Manorama said: “The sessions were really wonderful and the speakers too were good. There was lot of creativity in the session which is very important in media sales today.”


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