What is Outdoor Advertising

Outdoor advertising, simply put, is outdoor marketing or branding. It is the exposure of products, services, or ideas using graphics or other visual materials in outdoor spaces outside the home. Outdoor formats include billboards, posters, advertisements on buses and trains, and, increasingly, digital advertising screens set up in public spaces.

Outdoor advertising has widened in scope, as it can be done on highways, city centers, airports, bus stops, and more. Traditional advertisements refer to the activity of pasting posters in busy areas to achieve maximum visibility. Outdoor hoardings are thus one of the mainstays of the advertising business.

Key Features of Outdoor Advertising

• Everywhere Visible: Outdoor hoardings are installed at every visibly prominent place.
• Low Cost per Impression: Out-of-home advertisements cost less per impression than other mass advertising media.
• Long-Term Effect: Place-specific advertisements evoke impressions that linger in customers’ minds for a considerable time.
• Captive Audience: Individuals are more captive as they sit idle in transportation to watch any advertisement.
• Brand Recall: Consistent exposure to outdoor advertising yields high and significant effects on brand recall and recognition.

Types of Outdoor Advertising

Outdoor advertisement encompasses a wide-ranging message strategy placed outside one’s home. Various message strategies are used in outdoor advertising, from hoardings beside highways to bus posters that travel through the city.

1. Hoarding

Hoarding is regarded as one of the big traditional advertising formats. Positioned in busy urban areas beside highways or where the maximum number of audiences pass through, it offers brands a fantastic opportunity to deliver a message.

Advantages of Hoarding:

• Can be Easily Seen: Their strategic location ensures visibility for more people at a time.
• Creative Freedom: Provides a background for creative expression.
• Long Shelf Life: Ads remain in view for an extended period, leading to better recall.
• Localized Advertising: Can respond to events or local culture.
• Reach Masses: Effectively reaches a large audience in a short time.

2. Transit Advertising

Transit advertising refers to colorful ads displayed on buses, trains, and other public vehicles. This type of advertising allows brands to reach people as they move from one place to another.

Advantages of Transit Advertising:

• Mobility: Ads travel with people, reaching diverse audiences.
• Targeted Audience: Taps into specific segments through transit routes.
• Capture Imagination: Engaging artistic content captures the attention of passengers and passersby.
• Cost-Effective: Generally less expensive than traditional billboard advertising.
• More Exposures: Captive audiences inside transit vehicles offer more exposure opportunities.

3. Street Furniture

Street furniture advertising becomes part of the urban environment by placing advertisements on public benches, bus shelters, and restrooms.

Advantages of Street Furniture:

• Integration with Cityscape: Blends seamlessly into public spaces.
• Practical Knowledge: Serves both a utility and an informational purpose for commuters.
• More Time Spent: People tend to linger, increasing exposure.
• Cost-Effective: Generally less expensive than larger outdoor formats.
• Extremely Interactive: Engages passersby and encourages interaction.

4. Event Sponsorship

Event and festival sponsorships help companies engage with the local community. Kingfisher is an example of a company that effectively utilizes this strategy.

Benefits of Event Sponsorship:

• Community Outreach: Fosters connections with neighborhood markets.
• Brand Attachment: Ties consumers emotionally through events.
• Increased Visibility: Achieves significant visibility during major events.
• Favorable Brand Position: Connects brands with exciting experiences.
• Networking: Builds relationships between the brand and local markets.

5. Digital Screens

The modern touch in outdoor advertising is using digital screens, which add dynamism and movement to capture consumer attention through animated commercials or video clips.

Advantages of Digital Screens:

• Real-Time Updates: Allows for real-time ad changes.
• Graphics: Engaging animations and videos catch the audience’s attention.
• Targeted Messaging: Customizes messages based on the audience’s demographic profile.
• Better Engagement: Generates more interactions than static images.

6. Guerrilla Marketing

Guerrilla marketing employs unconventional and provocative methods, such as 3D street artworks or interactive installations, to gain attention.

Benefits of Guerrilla Marketing:

• Unconventional Tactics: Breaks through the noise of traditional methods.
• Viral Potential: Creative ideas can go viral on social media.
• Cost-Effective: More economical compared to conventional advertising.
• Memorable Experience: Provides long-lasting consumer impressions.
• Community Engagement: Actively involves the audience, enhancing brand association.

7. Outdoor Signage

Outdoor signage includes branding and way-finding signage, helping customers find their way and ensuring brand awareness.

Pros of Outdoor Signage:

• Clearness and Guidance: Provides valuable information to customers.
• Brand Identification: Connects signage to specific brands.
• Community Outreach: Engages passersby and potential customers.
• Aesthetic Value: Enhances the visual appeal of the area.
• Low Maintenance: Generally requires less upkeep than other formats.

8. Roadside Advertising Vans

Roadside advertising vans deliver messages to hard-to-reach areas, allowing brands to connect directly with consumers. Dabur effectively uses roadside vans to reach rural audiences.

Advantages of Mobile Advertising Vans:

• Reachability: Connects with inaccessible communities directly.
• Demonstration Opportunities: Allows hands-on product tests.
• Flexible Campaigns: Adapts to different geographies and populations.
• High Interaction: Foster’s one-to-one exposure, cementing relationships.
• Localized Message: Tailors content to regional tastes.

Why Outdoor Advertising is Important

Out-of-home advertising is integral to branding, offering visibility, and raising awareness. Here are some reasons why outdoor advertising matters to brands:

1. Maximising Reach in Diverse Demographics

• India is a melting pot of cultures, languages, and traditions.
• Outdoor advertising has the distinct advantage of reaching different demographics in a single instance.
• Traditional ads can visually capture people from various backgrounds in both urban cities and rural areas.
• This form of advertising helps bridge cultural differences and create a universal appeal across diverse audiences.

2. High Footfall Areas

• Imagine the bustling roads of Mumbai, the crowded markets in Delhi, or the busy crossings in Bangalore.
• Such areas have high foot traffic, making them ideal for hoardings and billboards to advertise product brands.
• For example, Amul strategically placed its boards at prime sites, creating catchy advertisement banners that leave a lasting impression on viewers.
• By placing ads in high-traffic locations, brands can achieve maximum exposure and visibility, driving consumer engagement.

3. Relevant in Terms of Culture and Language

• Outdoor advertisements are tailored to specific regions and languages, making them more relatable and effective.
• Customizing content for outdoor branding helps brands resonate deeply with local audiences.
• Brands like Fevicol have successfully integrated regional language and cultural references in their traditional ads, creating a strong emotional connection with the audience.
• This localized approach enhances brand recall and fosters a deeper relationship between the brand and its consumers.

4. Building Local Brand Presence

• Establishing a strong local brand presence is crucial for businesses across various cities and states.
• Outdoor advertising through well-placed banners and billboards helps create a sense of familiarity and community attachment.
• Brands like Bisleri have effectively used outdoor ads to become household names in multiple Indian cities.
• This strategy increases brand visibility and builds trust among local consumers.

5. Strong for Non-Digital Users

• While digital advertising has grown significantly, many of India’s population does not have regular internet access.
• Outdoor advertising ensures that these offline audiences are also reached, making it an inclusive advertising strategy.
• This approach helps close the gap between digitally connected consumers and those without access to the internet, ensuring that no potential customer is left behind.
• Brands can thus extend their reach beyond the digital landscape, tapping into a wider and more varied audience base.

6. Visual Impact in Urban and Rural Settings

• Well-crafted traditional hoardings’ visual presence is hard to ignore, making them an effective tool for brand promotion.
• Whether in urban areas with towering skyscrapers or rural landscapes, traditional hoardings have a strong visual appeal.
• Even brands like Vodafone have successfully adapted their advertising designs to suit both urban and rural imagery, creating innovative and engaging campaigns.
• These visually impactful ads capture the attention of passersby, leaving a memorable impression that enhances brand recall.

7. Cost-Effective and Long-Lasting Impact

• Outdoor advertising, such as billboards and hoardings, is cost-effective compared to other advertising mediums like TV or print.
• Once installed, these ads have a long shelf life and can continuously reach audiences without frequent updates.
• Outdoor ads’ durability and constant visibility make them a valuable investment for businesses looking to maximize their marketing budget.
• This long-lasting presence helps in building brand awareness over time, contributing to a sustained marketing effort.

8. Flexibility in Design and Messaging

• Outdoor advertisements offer flexibility in terms of design, messaging, and creativity.
• Brands can experiment with different formats, such as digital billboards, traditional posters, or interactive displays.
• The adaptability of outdoor advertising allows businesses to update their campaigns based on current trends, seasons, or local events.
• This dynamic approach helps brands stay relevant and maintain a strong connection with their target audience.

How to Plan a Successful Outdoor Campaign

Designing effective outdoor campaigns involves strategizing and implementing concepts to maximize reach. Here are steps for effective campaign design:

1. Understand Your Audience

• Audience Analysis: Identify target demographics and preferences.
• Cultural Sensitivity: Be aware of local customs and values.
• Consumer Behavior Insights: Gauge consumer behavior in your target market.
• Reachability: Ensure your ads are visible in critical areas.
• Feedback Mechanism: Implement ways to gather consumer feedback.

2. Choose the Right Format

• Format Selection: Choose formats based on campaign goals and budgets.
• Target Areas: Focus on locations that match audience demographics.
• Creativity: Ensure your chosen format allows for creative expression.
• Engagement Opportunities: Opt for formats with interactive elements.
• Compatibility: Align format with overall marketing strategy.

3. Focus on Compelling Design

• Visual Appeal: Use eye-catching designs that capture attention.
• Simplicity: Keep messages clear and concise.
• Color Psychology: Utilize color theory to evoke emotions.
• Brand Consistency: Ensure designs reflect the brand’s identity.
• Effective Typography: Select fonts for readability and impact.

4. Monitor and Optimize

• Performance Tracking: Measure the effectiveness of campaigns.
• A/B Testing: Experiment with different designs and formats.
• Audience Engagement Metrics: Monitor audience interactions and responses.
• Adjust Campaigns: Make changes based on performance data.
• Continual Improvement: Regularly refine strategies based on analytics.

5. Evaluate and Learn

• Feedback Collection: Gather consumer and stakeholder feedback post-campaign.
• ROI Assessment: Measure returns on investments and evaluate costs.
• Success Metrics: Analyze sales, reach, and brand awareness changes.
• Learning for Future Campaigns: Document findings for future campaigns.
• Team Reviews: Involve all stakeholders in holistic evaluation.

Case Studies: Successful Outdoor Advertising Campaigns

1. Coca-Cola’s “Share a Coke” Campaign

Coca-Cola replaced its iconic logo with famous names and phrases. The campaign became a massive success, leading to an increase in sales.

• Target Audience: Youth and teens.
• Engagement Strategy: Encouraged sharing on social media.
• Local Relevance: Adapted to different cultures with localized names.
• Community Interaction: Fostered personal connections with consumers.
• Effective Messaging: Leveraged emotional appeal effectively.

2. Spotify’s “Thanks 2016, It’s Been Weird” Campaign

Spotify engaged audiences by using colorful billboards featuring user-generated playlists and data. The playful tone resonated well, resulting in a spike in app downloads.

• Data-Driven Insights: Utilized data to create relatable content.
• Humor and Personality: Employed a light-hearted approach.
• Targeted Messaging: Resonated with diverse audience segments.
• Social Media Integration: Encouraged users to share their playlists.
• Viral Potential: Generated significant online buzz.

3. Airbnb’s “Live There” Campaign

Airbnb focused on promoting local experiences over tourist traps through captivating outdoor ads, resulting in heightened brand awareness.

• Emotional Appeal: Evoked feelings of belonging and community.
• Visual Storytelling: Created vibrant imagery showcasing local experiences.
• Cultural Relevance: Targeted diverse global markets.
• Community Involvement: Collaborated with locals to enhance authenticity.
• Increased Bookings: Resulted in significant growth in bookings.

New Trends in Outdoor Advertisement

Outdoor advertising is continuously evolving, with new trends shaping the landscape. Here are some emerging trends in outdoor ads:

1. Augmented Reality (AR) Integration

AR technology creates immersive consumer experiences, transforming static ads into interactive content.

• Consumer Engagement: Enables consumers to interact with brands.
• Enhanced Storytelling: Adds layers to the narrative, drawing users in.
• Memorable Experiences: Creates lasting impressions through engagement.
• Increased Sharing: Encourages sharing of experiences on social media.
• Innovative Branding: Sets brands apart from competitors.

2. Sustainability in Outdoor Ads

Brands increasingly focus on environmentally friendly outdoor advertising practices, promoting sustainability.

• Eco-Friendly Materials: Use of recyclable or biodegradable materials for hoardings.
• Digital Solutions: Reduces waste by using digital formats.
• Community Initiatives: Involvement in local sustainability programs.
• Positive Brand Image: Enhances brand reputation through responsible practices.
• Consumer Preference: Attracts environmentally-conscious consumers.

3. Data-Driven Advertising

Utilizing data analytics for targeted advertising is becoming more prevalent, helping brands optimize their outdoor ads.

• Audience Insights: Gathers insights into consumer preferences.
• Performance Metrics: Measures ad effectiveness in real-time.
• Dynamic Messaging: Adjusts campaigns based on data and audience engagement.
• More significant ROI: Improves overall return on investment for campaigns.
• Enhanced Targeting: Ensures messages reach the right audience at the right time.

4. Personalization

Brands customize outdoor ads to resonate with specific demographics, making campaigns more relevant.

• Location-Based Advertising: Targets messages based on consumer locations.
• Cultural Relevance: Tailors content to local customs and preferences.
• Demographic Segmentation: Targets messages based on audience profiles.
• Engagement Enhancement: Increases interactions through personalized content.
• Consumer Loyalty: Fosters stronger connections with targeted segments.

5. 3D Advertising

3D advertisements create stunning visual experiences, capturing consumer attention through depth and dimension.

• Visual Impact: Engaging visuals attract more consumers.
• Innovative Storytelling: Offers unique ways to tell brand stories.
• Increased Interactivity: Encourages consumer participation.
• Memorable Impressions: Leaves a lasting impression on the audience.
• Social Sharing: There is a higher likelihood of consumers sharing innovative ads on social media.

Final Thoughts

Outdoor advertising has endured, evolving to adapt to technological advancements and changing consumer behaviors. Its ability to reach a wide audience, create brand awareness, and drive sales makes it an essential component of any marketing strategy.

• Versatile Formats: Different formats ensure flexibility in reaching diverse audiences.
• Local Relevance: Community ties foster stronger brand connections.
• Cost-Effective: Yields a higher return on investment than many traditional advertising forms.
• Dynamic Engagement: Incorporating new technologies enhances consumer interactions.
• Sustainable Practices: Ensuring brands align with consumer values improves brand reputation.

Offline marketing helps in building a top-of-the-mind recall for your brand & helps build loyalty among your customers. Even with the online marketing trend today, offline marketing is still relevant and important for success for a lot of brands. Here are some latest statistics about traditional media & offline marketing which marketers should know.

Latest Offline Marketing, Traditional Media Statistics that Brands Need to Know

• As per the data by (R.C. Brayshaw, 2020), Print ads require 21% less cognitive effort to process

• Programmatic digital out of home advertising (pDOOH) is expected to increase from 3.2% in 2019 to 14.8% in 2022 (eMarketer)

• As per (Nielsen), 62% of consumers notice digital billboards

• As per the R.C. Brayshaw, 2020 research it is found that print ads generate a 20% higher motivation response—even more so if it appeals to more senses beyond touch.

• According to Mansi Media, 58% of adults aged 18 to 34 and more than 60% of adults aged 35 years and above read a newspaper 

• A study based on data collected from 900 coffee consumers demonstrated that all participants could remember what they saw on the printed paper cups. 98% of the participants could even remember what they read in the message printed.

• While many people assume billboards are ineffective in today’s climate, that’s far from true. The ROI of 497% and are expected to have a 10% annual growth rate throughout 2021

• According to The “Billboard and Outdoor Advertising Global Market Report 2020-30: COVID-19 Growth and Change,” about 82% of viewers were able to recall a DOOH advertisement that they saw over a month ago.

• According to the U.S. Bureau of Labor Statistics, those 55 and older spend the most on transportation, clothing, and pension/social security. So companies in the transportation or clothing space may find more success with advertising to the older generation than others using traditional media.

• As per a survey by Muck Rack, 2021, 94% of journalists prefer to receive pitches via one-on-one email. On the other hand, 66% dislike receiving pitches via phone. 

• As per a study by (Cision, 2021), most journalists prefer to have at least two days of breathing room before PR pros follow up on their pitch. 

• Report from forecaster PQ Media says traditional media will dominate at $762.52 billion worldwide (December 2021)

• In a survey of 2,194 people at Miami Beach where aerial advertising is often employed, 88% of participants were able to recall the passing of an aerial ad within 30 minutes; 79% were able to recall exactly what was being advertised, and 67% could recall at least half of the message.

• Indian adults spent 3 hours, 56 minutes (3:56) more with traditional media every day than with digital in 2021 – Emarketers

• The global billboard & outdoor advertising market is expected to grow from $61.67 billion in 2021 to $66.80 billion in 2022 at a compound annual growth rate (CAGR) of 8.3%.

• Ad spending in the Print Advertising segment is projected to reach US$51,237m in 2022.

• The largest segment is Newspaper Advertising with a market volume of US$36,259m in 2022.

• Ad spending in the Magazine Advertising segment is projected to reach US$14,979m in 2022.

• Ad spending in the Traditional OoH Advertising segment is projected to reach US$21,508m in 2022

• (OOH) advertising saw revenues plummet 32% in 2020. PwC estimates ad revenues will increase to $8.4 billion in 2021

Conclusion

The data suggests how offline marketing though is still not projected to rise above the strong trend of the digital media industry, is still relevant to consumers in many ways. Online marketing is important for businesses to effectively market their business to customers at scale and nurture them at every stage, offline marketing can help build brands a strong top-of-the-mind recall making it just as much important for large-sized businesses especially.

We hope this article will help you make better marketing decisions, form more effective branding & marketing strategies in 2022.

Please feel free to drop us a comment to suggest what would you like to see more of.

If you’re a medium to large-sized business in India, looking to do sustainable, profitable, effective offline marketing, OOH advertising, DOOH, BTL activation, auto branding, bus branding, RWA, or anything that has to do with traditional media & offline marketing, branding, give us a call at +91 990 247 8800 or drop us an email at contact@gingermediagroup.com.

We would be happy to assist you.

Everything in the world of advertising thrives on creativity. Everyone wants to be different with the design and copy in an ad. While they claim to love it, it also causes a great deal of fear.

Your idea may be fantastic but are you struggling to be heard? Are you scared of the outcome? What if it backfires? What if nobody understands the ad? Well, these are a few questions that plague every brand manager.

On the face of it, everything may seem rosy. However, the behind-the-scenes of every bold marketing campaign are far from it.

Every good idea comes with a risk and heightened emotions between a brand manager and management. You feel like you have the perfect pitch which is inviting, compelling, and will drive a lot of sales, but does the client think so too? Convincing them is a task in itself.

If the idea is out-of-the-box, shouldn’t that alone speak to its quality? It takes a lot to prove that your potentially risky idea is not risky after all.

Hurdles & Challenges faced by Marketers on the Road to Innovation

As mentioned earlier, the field of marketing is complex and challenging. Before rolling out a campaign to the public, there is a lot a marketer, brand manager, and creative team has to go through convincing a client and the media house of the viability of the idea.

• Since an advertising firm has employees with different roles, it is important that everyone has to stay on the same page. Miscommunication can confuse. All divisions must work on the same understanding of whom to target and what the ideal messaging for that audience is.
• A brand manager is tasked with showcasing the brand in a particular light. When doing so, consistency is of utmost importance across all media channels. A little negligence from the marketing team can hamper the reputation of the brand. Behind the scenes, a brand manager has to minimize such occurrences by ensuring everything is in place.
• From the outside, the atmosphere in the advertising firm may look fun and exciting. However, each time a new idea is presented, there is a whole lot of negativity and rising tempers. When presenting a bold idea, a brand manager must be dedicated to the brand. Otherwise, they’ll quickly be derailed by a storm of negativity not just from the management but consumers too.

Strategies to Present a Potentially-Risky Idea to a Client

• Show them how your idea honors their work and fits with the target group
• Support your idea by linking it with other creative ideas that have come before
• Show how you will verify this idea
• Reiterate how your idea will stand out (positively)
• Show that you’re enthusiastic, confident, and committed to your idea

TATA Salt’s Bold Missing ‘I’ Ad Campaign

TATA Salt AKA “Desh ka Namak” has always taken the creative route when it comes to advertising. Whether it was their creative Chhath Puja campaign or the recent #SawaalDeshKiSehatKa campaign to educate consumers about the quality of their salt, the brand has always hit it out of the park with its creativity.

However, a recent ad campaign they ran garnered mixed responses, became a trending topic on social media, and faced some backlash too. It was a rather bold move coming from a TATA brand.

It leaves one thinking about what would have been the temperament in the room when this idea was presented.

Here it goes…

On 21st October 2020, something was amiss in The Times of India newspaper. There seemed to be a proofreading error or printing mistake. On looking closer, readers realized that the letter ‘I’ was missing from the masthead, the headline, and the whole newspaper. Every place where the letter should have been used was simply omitted.

Readers were of course really confused.

As always, people took to the microblogging site – Twitter, to discuss this so-called blunder made by a national newspaper. The news with the missing ‘I’ was so hard to comprehend.

Something like this had never happened in the history of print media. What were they thinking?

Was it an error?

Well, NO.

It wasn’t a printing mistake or proofreading error.

Instead, it was a brilliant advertisement by TATA Salt, to spread awareness about Global Iodine Deficiency Day and talk about the missing ‘I’ (Iodine) in our bodies.

While it intrigued the users and left them perplexed, some felt that such gimmicks should not be carried out by a reputed newspaper like TOI. Though the purpose behind the missing letter was revealed on the penultimate page, readers were not too happy. Some felt that the brand took this missing ‘I’ concept “too far”.

2018 TATA Salt Campaign

TATA Salt ran a similar Missing ‘I’ multi-media campaign in 2018.

But last time, the media house in association with Ogilvy got all its media partners across TV, print, and digital to make editorial changes that made the campaign a huge success.

Times of India online removed the letter ‘I’ from its web and WAP sites. As far as electronic media was concerned, Republic TV joined the bandwagon by removing all the I’s for an entire day from its headlines and content. In print media, Hindustan Times removed the letter ‘I’ from the masthead as well as the entire copy on the back page, with an ad inserted in the middle of the page that reads “Is I missing from your body as well?”.

The campaign garnered 16.6 MN Impressions on digital platforms and over 6.6 Mn impressions showcasing live tweets from celebrities and influencers. Notable personalities including Harsha Bhogle and Gautam Gambhir also came in support of the campaign. The campaign trended for around 17 Hours garnering around 20K conversations, with over 85.9 Mn Impressions on social media.

Outcome

The campaign was a huge success in 2018, however, in 2020, it received mixed reactions.

While some applauded the effort of the media house by terming it as “edgy, creative work”, others called the newspaper “disgraceful”.

A Twitter user even said “Shame on TOI, they can’t even keep I N D I A together”.

One pointed out that removing both the I’s would make it NDA (National Democratic Alliance). A lot of users labeled it as “politically-driven” as well.

The Verdict

Though the intent of the advertising brand was simple – to reiterate the importance of combating iodine deficiency by consuming iodized salt, few users were offended by the way it was presented.

Imagine the pressure on the media house and brand manager who had the guts to run such a campaign. It is indeed a bold move to change the look of a newspaper that people look forward to reading every morning.

To me, the campaign was extremely creative. Have you executed an advertisement like this that is one of its kind in your career?
If you’re a brand manager, what is it that you had to go through to present a potentially-risky idea like this?
Did it work ultimately or did you have to face backlash from the client and consumers?

Please share any similar ads you’ve come across that have blown your mind away for a few minutes/days.

In this fast world with an impoverished intellectual heritage, if the teaching of Krishna is learned, that would be great in building up a brand, honing one’s leadership skills, and helping people become influential leaders. On this auspicious occasion of Shri Krishna Janmashtami, here are five key lessons that can be applicable to young entrepreneurs and brand managers today:

• Krishna’s charisma and teachings provide timeless wisdom; learning from the past can shape modern leadership.
• Krishna’s approach was earthy, motivational, and grounded.
• His lessons are valuable for brand managers as well as any entrepreneur.
• On this Janmashtami, let’s analyze the teachings of Krishna that we can adapt to business success.

5 Business Lessons Krishna Can Teach Us for Strategy and Entrepreneurship

Strategic Approach

This was a real example of having a strategic mind in Krishna’s life.  At a time when the situation had gone quite bad for Pandavas, Krishna designed a strategy instead of depending on might or guns to find the solution to the crisis.  His strategic brilliance helped him take the victory of Pandavas to prove that an efficient plan can go beyond the most significant hurdles.

• Designed Steps: Each crisis demands well-designed steps.  A sound strategy is the best weapon to come out from a spot.
• Resourcefulness: Krishna did not rely upon weapons; he adopted wisdom and prudence in the design for success.
• Focus on Solutions: He underscored permanent solutions rather than quick gains to teach businesses a plan for sustainable success.
• Leadership through Example: His clever moves taught the Pandavas to make wise decisions without panicking in challenging situations.
• Victory by Vision: Krishna’s strategic foresight emphasized that winning is not all about power but vision and planning.

Lesson: Brand managers need to think strategically and generate solutions that work for long-term wins in challenging times.  Like Krishna, they need to concentrate on building tight strategies to surmount any crisis.

Grounding Ability

Krishna lived an ordinary, earthy life despite his supremacy and divine powers. His stories depict a naughty but humble personality always rooted in his soil.  This makes Krishna more relatable and loved by each one.  Yet for this reason, not only his earthly essence but also his god-like stature make Krishna one of a kind.

• Humility in Leadership: Krishna’s ability shows that, as leaders and brand managers, humility is the most important thing they should have.
• Simplicity Works: Even in grandeur, simplicity clicks the heart.  So Krishna’s straightforward approach to life connected him with the masses.
• Relatability: His earthiness made people feel very easily approachable, hence making him an accessible leader.
• Consistency: Krishna remained humble at high times as well as low. This lesson should strike the leaders of the brand about not losing their grounds under any circumstances.
• Emotional Connect: Staying grounded makes the brands emotionally connected to customers, thereby building trust and loyalty.

Lesson: Brand managers and entrepreneurs should never forget to be humble and remain grounded in whatever heights they climb. Be approachable and relatable, as this helps them build stronger teams and relate to customers.

Tacit Communicator and Motivator

Krishna was known for his powerful oratory talent and effective communication, especially when great moments of crisis occurred. In the fight, he used his sharp mind to convince Arjuna, who did not want to kill his kinsmen. Krishna’s words were very prudent and inspiring, lifting doubts in Arjuna.

• Effective Communication: Krishna’s communications were crystal clear, and effective dialogue could solve problems.
• Motivates the Team: Like Krishna motivated Arjuna, a real leader has to motivate the team members in difficult times.
• Words Lead the Way: Krishna’s words guided Arjuna to act with confidence. By the same token, reminding brand managers that they have to lead with the clarity of words.
• Optimism: Krishna was a person who always looked at the brighter side of every situation by focusing on positivity in their leadership and its dynamics.
• Building Trust: He connected emotionally through his words and maintained a stream of trust and respect from his people.

Lesson: What a brand manager should do: Use some motivational leadership to lift your team, mainly through the areas of effective communication. Positive communication is key to winning the trust of both team members and customers.

How Do You Reach Your Goal

Krishna was highly enthusiastic about helping people achieve their goals. He emphasized that everyone should have a purpose in life. His top three goals included the welfare of good people, the murder of sinful people, and making sure just values would dominate the earth. To him, all prosperity is a consequence of concentration and dedication towards goals.

• Well-defined Objectives: Krishna believed in defining objectives. He is teaching organizations the importance of having well-defined objectives.
• Commitment to Values: His commitment to good values ensures integrity, even with goal achievement.
• Persistence: The intention of Krishna to pursue and serve his purpose, among others, enlightens leaders that persistence is the means for attaining long-term success.
• Alignment to Vision: In the same way as Krishna’s goals fit the greater vision, companies should always ensure that their set goals fit their purpose and value.
• Inspiring through Action: Krishna’s goal-setting led people around him to remain tenacious and keep moving forward.

Lesson: Every entrepreneur and brand manager must set clear goals for him/herself and the team. Only then can success be attained through dedication, concentration, and proper alignment of goals with the company’s values.

Never Surrender to Stress

One of the incredible qualities about Krishna is that he remained calm under stress. He faced opposition most ferociously and, at times, had himself undergo adversities; Krishna never allowed stress to intervene between his thought processes. This led to calm conduct even while undergoing stress, and it is one of the important lessons for modern leaders.

• Calm Under Pressure: Remaining calm during turbulent moments describes how calmness leads to better decision-making.
• Mind Over Matter: Krishna teaches us to listen to our minds and keep an eye on solutions rather than problems.
• Peaceful Leadership: The very reason Krishna, even in trying circumstances, could lead with an easy calm, and he didn’t let himself be shaken by the chaos.
• Quality of Work: His ability to think proved useful for improving the quality of work, with Krishna making all the right decisions at the right time.
• Manage Stress: The challenge of present-day leadership is always working under pressure. Thus, modern-day leaders have to learn how to handle stress and keep a calm mind.

Lesson: Business leaders have to deal with stress effectively and keep their minds calm. Managing stress will boost quality work, and this will lead to fruitful results both for themselves and for the teams.

Final Thoughts

• Krishna’s messages have much to teach to the leaders of modern brands.
• Rational Thinking is the Way Ahead.
• Overcoming Business Barriers.
• Humility and groundedness are essential traits for effective leadership.
• Communication and motivation can uplift teams and drive success.
• It ensures better decision-making outcomes when someone remains poised under pressure.

Krishna’s teachings, though ancient, stand out as timeless wisdom applicable to entrepreneurs and brand managers alike today. Businesses can not only survive but thrive in such a competitive marketplace with these lessons. Let these lessons guide your path to success.

E-commerce platforms, the airline and travel sectors, and their important communications are ongoing. Do the companies that fall into these categories, though, know how to effectively and sensitively advertise? While some businesses are equipped to handle crises through communication, what happens to others when they reach their breaking point?

Whether you’re a small business owner or a large brand, advertising during a global pandemic or crisis needs utmost care and attention. There are certain dos and don’ts that could save the day for you.

Dos and Don’ts of Communication & Messaging during COVID-19

Dos

Do…

Adjust your Brand Voice

If your brand voice is upbeat and lively, this is the moment to make a small adjustment. Keep in mind that your audience isn’t consuming content the same way they have in the past. Change your tone a little and concentrate on the facts. Always maintain a composed but impartial tone when drafting or sending emails Authenticity triumphs in situations like this. By staying true to your brand and its principles, you can build lasting relationships with your customers. About 64% of customers want brands to express their values through ethical messaging.

Be Authentic

In times like these, authenticity wins. The best way to establish strong connections with your customers is by remaining true to your brand and its values. Around 64% of consumers want brands to communicate their values through responsible messaging.

Revisit your Creative

You wouldn’t want to annoy people during a pandemic on a worldwide scale. Therefore, it’s crucial to review your advertisement, as well as read and listen to communication, to ensure that it complies with the needs of the shifting market. Be sure to remove any anticipated adverts as well. They can hold off. Make sure your advertisements are well-written, practical, and sympathetic right now.

Don’ts

Don’t…

Share Insensitive Content

Consumers sometimes feel that brands exploit a situation to promote their brand. COVID may be a trending hashtag, but this isn’t a time to pitch a new campaign or the time to ‘go viral. If you really want to create a positive campaign, start by showing solidarity in your messaging. Make sure your ad copy is not insensitive and does not induce fear or panic. Customers occasionally believe that companies use a circumstance to promote their brand. Although the hashtag COVID may be popular right now, this is not the moment to promote a new campaign or attempt to “go viral.” Start by conveying a sense of unity in your message if you truly want to develop a favorable campaign. Make sure your copy is neither offensive or likely to cause panic or fright.

Send Updates just for the sake of it 

Consider whether communicating with your customers and publishing a weekly email are truly important. It doesn’t follow that you should follow suit just because another company is doing it. Don’t consider cashing in on the craze. For brands that need to communicate significant event updates or cancellations or details on how to use a company’s services remotely, crisis communication is especially critical. Brands that sell necessities should use careful branding and messaging during these times.

Broadcast the same Message to Everyone

Think about the people who are associated with your brand and only send messages to them. Now is not the time to broadcast information.

Marketing during a global crisis is not a one-size-fits-all deal. Be mindful of the current situation and attune your messages in the best possible way even if that means editing your communication again and again.

Stay Safe!

The global pandemic has increased the apprehensions of an economy that was already nearing a slowdown. Needless to say, brand owners and marketers are feeling the crunch.

Despite many sectors getting a big hit, there are some segments that are witnessing higher demand ever since the outbreak.

Business in times of Corona: Segments that Remain Unscathed

The boom in Online Stores

With brick-and-mortar stores closed, more consumers will be forced to shop online. As people are under lockdown in their homes, there will be a surge in the number of shoppers in new categories such as groceries and household essentials. Online grocery delivery has already become a key sector in the wake of the pandemic. Grofers, BigBasket, Amazon and Flipkart are witnessing an unusual number of orders in the past few days.

With the government announcing revised guidelines on the delivery of non-essential goods, there will be a sharp rise in the number of orders as a lot of consumers are looking to buy mobile phones, laptops, and dongles which will help them facilitate better work-from-home opportunities. This trend will continue even post the lockdown as the likelihood of malls and shopping complexes opening looks bleak in the near future.

Online Content Surge

Amid the lockdown, India has turned to social media and online content platforms to pass its time. Prior to the lockdown, social media usage was at an average of 150 minutes a day. However, during the lockdown, the figures jumped to 280 minutes a day. There is an 87% increase as more people are spending time on their smartphones. OTT platforms like Netflix, Amazon and Hotstar are also witnessing a rise in subscriptions.

Marketing managers and social media managers are looking for novel ways to keep their followers engaged during such times. From dance parties to live painting and cooking sessions, social media is redefining how people can seek entertainment within the comforts of their homes.

Improvised Technology

During challenging times like these, we see more people relying on technology. As the country works from home, the use of apps such as Zoom, GoToMeeting and Google Hangouts has risen dramatically. Brands too are trying very hard to replicate in-person business opportunities by using augmented reality (AR) and virtual reality (VR) at their disposal. Recently, the new OnePlus 8 was unboxed virtually using AR.

Digital Payments on the Rise

To limit the spread of the virus through cash, contactless payments are on the rise. A report suggests that 42% of Indians have increased their use of digital payments during the lockdown. Whether it’s buying essentials, mobile recharges or paying bills, UPI platforms have become the go-to choice for consumers today.

Undoubtedly, these are testing times for brands. However, once the crisis is over, the way brands conduct their business is going to change. It’s important for brands to already start preparing for a post-corona world.

With many of us practising social distancing and avoiding crowded places, there seems to be an indefinite timeline of when the situation will actually improve. While there is a paradigm shift in consumer demand, there is also an interruption in supply chains which is posing a challenge for most businesses today.

During such times, how should a brand move forward? What is the right approach to take without hurting the sentiments of the community and customers?

Well, it’s all about displaying empathy. Remember, everyone is being flooded with a vast amount of information and the last thing they would want is an email that is overly sales oriented. The goal of your advertising should be to provide helpful information to customers.

4 Brands with Topical Awareness Campaigns during Covid-19

Considering that this is the age of moment marketing where brands are usually the first ones to jump on the newsworthy topic bandwagon, here’s how some of them are responding to this unprecedented global crisis.

Social distancing is made simple by Fevicol to be Creative During Corona

Just when there was a surge in coronavirus cases in India, the adhesive brand Fevicol came up with one of the coolest ads. In a move to spread the message of social distancing, they tweaked their iconic logo of two elephants and increased the distance between them. The copy of the ad also had some wordplay which helped reinforce the message.
 

Dettol and Lifebuoy Handwashing Challenge to be Creative During Corona

Needless to say, hygiene brands stepped in early to issue warnings on how people should conduct themselves during these times. Dettol and Lifebuoy which are household names in India ran handwashing campaigns on TikTok which garnered 24.3 billion and 5.3 billion views respectively.

Several users of the video app were seen participating in the challenge and sharing their videos with catchy jingles in the background.

#CoronaConcierge by OYO Rooms to be Creative During Corona

Budget-hotel aggregator OYO, partnered with Apollo Hospitals to develop accommodation requirements for suspected Covid-19 patients requiring quarantine/self-isolation. Besides taking charge of these makeshift quarantine facilities, the brand has also set up a helpline number for service requests for the quarantine facility.

This move was applauded by a lot of people on social media platforms. With this initiative, OYO has definitely been able to create a real social impact and display its brand values.

Zomato’s Covid-19-related initiatives

Known for its peppy social media posts, Zomato is leaving no stone unturned in playing its part during times of crisis. Urging its followers to practice hand hygiene, it rolled out an ad which read “Germs are tiny. So tiny you can’t see them with your eyes. In fact, there might be millions of them on your fingertips that you used to zoom in and read this.” The post ended with “Please wash your hands before eating”.

Besides creating creative social media content, the brand is doing everything it can to support the community. Contactless delivery, strict hygiene, rider relief fund, Covid-19 insurance and feeding foundation are a few other ways in which the brand is making a difference.

With such creative initiatives, brands are not just able to create much-needed awareness but also able to maintain a dignified silence.

With fear gripping the entire world and people accepting new realities, there has also been a whiff of an economic recession. While the business slowdown is inevitable, the fear of declining revenue has seen many brands cut back in various areas with ad spending being predominant. Slowly a sharp downturn is being witnessed in the advertising industry.

According to a survey conducted by Interactive Advertising Bureau, 24% of brands have paused all ad spending for Q2. Digital ad spending is down 38% and spending on traditional channels is down 43% in March and April.

Advertising during Recession – Success Stories

So, is going into pause mode the ultimate solution? Well, if you really want to survive these dark times, don’t hibernate. In fact, history is testimony to the brands that actually thrived during the recession. Research also suggests that maintaining or raising ad spending during an economic slowdown can result in higher sales once the economy starts recovering. However, the trick remains to tailor the right message to the right audience to boost confidence. Here are a few examples:

• During the early 1990s Recession in the United States, Mcdonald’s decided to decrease its ad spending. Pizza Hut and Taco Bell took advantage of this situation and were able to increase sales by 61% and 40% respectively with McDonald’s sales decreasing by 28%.
• During the 2009 Great Recession when businesses were cutting costs, Dominos spent millions on advertising and launched a new recipe and technology which helped in increasing the brand’s stock percentage. Most major fast food chains were struggling to recover at this time.
• During the 1920-21 Depression, a renowned cereal brand Post made advertising cuts. Kellogg’s took advantage of this situation and increased its ad spending and launched a new product. Not only did their profits grow by 30% but they also became the cereal leader, and have maintained the position to date.
  
  

Tips to Create Interesting Content during a Recession

Undoubtedly, there are many advantages of advertising and increasing budgets during a weaker economy or global pandemic. Keep in mind that people have more time to scroll through social media, watch advertisements and play games. This is the time when millions of people see and read more. While you can cut through the noise level, it also gives you a chance to take advantage of price drops by using mediums that provide value.

According to a recent Nielsen Report, TV viewership hit an all-time high of 1.2 trillion minutes during the lockdown in India. The consumption is 37% higher than in the pre-corona period.  

Here’s how you can create interesting content:

1. Offers discounts, coupons and gift vouchers
2. Organise interesting trivia games and challenges to entertain your audience
3. Create an awareness campaign
4. Offer free resources that will educate as well as entertain your target audience
5. Boost social media engagements with giveaways and live sessions. It is also a great way to stimulate your audience’s creativity during such times.
6. Find interesting ways to collect new leads that you can target once your business gets back to normal

Don’t completely put off your marketing strategy or become dormant, acknowledge the current situation and adjust it instead.

While fast-food chains have enclosed their seating areas, the retail stores on most high-streets have shut down their stores. With every nook and corner resembling a ghost town, is your brand ready for this crisis? Now is the time to tweak your brand messaging and communication.

In the words of Robert H. Schuller, “Tough times never last, but tough people do”. It’s true that tough times like these reveal the real character of a brand.

Though a lot of brands have short-term strategies in place, what is going to happen if the crisis drags on for months? Prepping for the future is essential too.

3 Tips to Survive Brand Quarantine

Amidst such times, choosing the right brand behaviour is important. Don’t use this time as a cheap marketing ploy to get more customers. Instead, infuse more meaning into your brand messages. This will help in keeping consumer relationships intact with your brand. No brand wants to get out-of-sight or out-of-mind during such times. Here’s what you can do:

• Embrace new sales channels: Despite the country being in a lockdown, people still want to buy certain things – essentials, necessities and comforts. Use this as an opportunity to serve your demographic via alternate channels. Though ecommerce cannot save the day for you, it is crucial. In the wake of coronavirus, 46% consumers are likely to buy clothing online while close to 65% are leveraging on the internet to shop for personal care products, groceries and home essentials. Restaurants too can adopt a similar approach. With a temporary ban on dine-in, they can resort to selling takeaways and home deliveries.
• Be mindful of what you post: During this time, be thoughtful about your brand messaging tone. It’s not a good time to be sarcastic. Empathy and understanding will go a long way. If you happen to get it wrong, it can hamper your brand image forever. Be agile and help your followers deal with these trying times. If there are certain emergency or helpline numbers, post them on your social media pages. Keep up-to-date with what’s happening and ensure your messaging aligns with important updates.
• Revisit your marketing strategies: With a change in the emotional state of mind of a consumer, take into consideration your marketing strategy as well. Pause scheduled tweets and marketing campaigns. Instead, now in the time to ramp up your customer service on social media. The travel sector particularly is bombarded with high volume calls and messages. Channelize your efforts towards addressing these requests instead of posting new content. For brands that are not in the service sector, you can use this time to rethink your marketing strategy, branding and PR projects as there is no immediacy of regular social media posting.

Post-crisis, the recovery may be faster than we can expect. Don’t cut back too far now that you cannot capitalise post-recovery. Plan for bigger success tomorrow. Of course, precautions to contain the spread of the virus is necessary.

Challenges and crisis are a part and parcel of every business. Stay strong, let nothing deter you from achieving your brand objective and you will bounce back stronger.

Today, modern healthcare services have improved a lot more than what they used to be a few years ago. Gone are the days when patients would just consult their nearest doctor. Having become more aware, patients are even ready to go an extra mile if a doctor has proven expertise in his field.

But, the question is how do you let your target group know about your expertise and speciality? For your practice to grow, you need an effective healthcare marketing strategy. With a fancy website, you only have half the job done. Besides understanding your target market, you have to deploy strategic marketing tactics that will help in building goodwill and make your patients feel positive about you.

Emerging Healthcare Marketing Trends

In order to keep patients invested and engaged, it is extremely vital for brands to keep pace with emerging marketing trends. Healthcare marketing in 2019 is all about working harder to connect with the consumer, addressing their specific needs and including a myriad of channels in a marketing mix.

Here are some emerging trends, hospitals and healthcare marketers need to focus on:

• Patients want healthcare websites to incorporate tools such as online scheduling, bill pay, e-visits and the ability to renew prescriptions online.
• Video marketing will continue to explode as a marketing medium. A video on the landing page of a website is likely to increase conversions by 80%.
• Strategies will have to be framed keeping in mind the millennial patient. This segment insists on convenience and thus is likely to react only to mediums that appeal to them.
• Online reviews will become more important than ever and thus it is important for healthcare marketers to encourage their happy patients to speak out for their brand.

Today, there is an increasing demand for specialised healthcare in India. Rising patient awareness and technological ubiquity are the major factors.

Health-tech is a dynamic sector that is showing major signs of advancement through the use of digital technologies such as analytics, internet of things, and mobile and wearable technologies.

Keeping in mind this growth, there is a steady rise in investments in the health-tech sector. Earlier, health-tech did not gain traction because companies were still catering to tier-1 consumers. Today, the whole ballgame has changed and the same sector has hit an all-time high with $510 million being invested across 80 health-tech start-ups.

Why Health-tech Start-ups are failing?

Most health-tech start-ups often crash even before getting their products in the market because they utilise run-of-the-mill healthcare marketing strategies.

Healthcare marketing is all about educating healthcare consumers and engaging them. Being a sensitive topic to market, healthcare needs a responsible and ethical medium. A subtle medium to convince potential patients to choose the services you offer is paper cup branding.

Being a great form of visual advertising, it communicates your brand message in a strong and consistent style.

Cup branding is also a sure-shot way to target millennial patients who are always on the move and often unprejudiced to marketing messages. It is also a great way to create awareness amongst a target group about the growing health issues and how they can be tackled. Such marketing mediums give a chance to stop, think and then act.

In the recent past, GingerCup has executed cup branding campaigns for renowned names in the healthcare industry including Narayana Health City, Cloudnine Fertility Center, Indira IVF Clinic and Modasta.

If you are looking for a marketing strategy for your health-tech start-up or healthcare centre, we’ll be more than happy to help. Drop an email to contact@gingermediagroup.com or call 088844 42846.