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Tag: Brandlogist

  • Building on Peperone's positioning of "A brand for real girls", Brandlogist used social media with a clever integration of offline and online media to get people involved.

    Brandlogist spots ‘ambassador next door’ for Peperone

    By A Correspondent

     

    Brandlogist Communications recently helped Delhi-based ladies handbag brand – Peperone – cut through the clutter and talk to today’s girl. Building on Peperone’s positioning of ‘A brand for real girls’, Brandlogist used social media with a clever integration of offline and online media to get people involved. A campaign that ran for 45 days, focused on promoting the brand on social platforms.

     

    The idea was to create Peperone as a brand for real girls. “It’s not a bag advertised by a celebrity who is being paid to endorse it but girls should be buying it because people in their friend circle talk about it. To do this we used social media with a clever integration of offline to get people involved. A campaign to select six girls for Peperone’s yearly look-book was launched. But unlike most ‘model hunt’ kind of campaigns, the focus was not on a contest but we actually went offline & identified real influencers in the college community who would connect with the brand,” Saurabh Parmar, CEO, Brandlogist Communications explained.

     

    “The clear insight was that today’s girl doesn’t only connect with a Kareena or a Deepika; they could also connect to an Arundhati Roy, a Kiran Bedi or even a Tina Fey. The idea was to identify and engage the different character sketches which a girl could connect with & these girls with their own unique sense of style are being chosen as our brand ambassadors,” said Roma Joshi, Brand Manager, Peperone.

     

    In the case of Peperone, while the brand has been in the market for years, this was the first actual conversation it was having with its TG, ever. So the onus was on the power of the first impression there with focus completely and purely on brand awareness. “We gained momentum with 1373 people talking about us at the peak of the campaign. The likes continue to increase with last count at above 23,500. All this in just a span of a month and a half,” said Mr Parmar.

     

    Brandlogist’s approach included an integration of both offline and online activities:

     

    Spotting the ‘ambassador next door’ – Launched a campaign to select 6 girls for Peperone’s yearly look-book but unlike most ‘model hunt’ kind of campaigns, the focus was not on a contest but they actually went offline & identified real influencers in the college community who would connect with the brand. Elaborating on this Roma Joshi the Brand Manager said “The clear insight was that today’s girl doesn’t only connect with a Kareena or a Deepika; they could also connect to an Arundhati Roy or a Kiran Bedi. The idea was to identify and engage the different character sketches which a girl could connect with & these girls with their own unique sense of style are being chosen as our brand ambassadors.

     

    Conversation around Pepperone on Social Media - “We actually got bloggers to review the product without a blogger outreach campaign. How many times have you heard that happening for a previously unknown brand,” asks Mr Parmar of Brandlogist.

     

    Marrying Campus outreach with Facebook - Along with the action on social, Brandlogist has integrated the campaign to the real world by going in campuses interacting with the target group, getting reviews and putting up posters in premier institutions prompting participation thereby driving traffic to the FB page.

     

  • Brandlogist, a brand consultancy specializing in digital media, has won the marketing mandate for officeyes.com which sells office stationery and office supplies

    Brandlogist wins the marketing mandate for officeyes.com

    By A Correspondent

     

    Brandlogist , a brand consultancy specializing in digital media, has won the marketing mandate for officeyes.com which sells office stationery and office supplies.

     

    The scope involves marketing Office Yes across communication channels and consulting them on brand strategy & direction. Brandlogist  plans to use a mix of communication including OOH, DM, Events tightly integrated via the digital platforms.

     

    Commenting on the win Siddharth Nambiar,CEO Office Yes said, “We are very pleased to be working with the team at Brandologist in our efforts to develop the OfficeYes.com brand. They quickly understood the key business challenges we face, and have helped us to develop a vision for our brand that we are excited about, and that we are confident will drive real business results.”

     

    Saurabh Parmar, CEO Brandlogist Communications said, “It’s an interesting win for us. Rather than coming back with the usual communication matrix of mediums – approach and spends, we came back with strategies driving certain ideas which cut across communication channels. Officeyes has appreciated us for it and in fact they wanted to get down to work as soon as possible.”

     

    This is the second win for Brandlogist this month, after they bagged the social media account of the menswear brand Blackberrys.

     

  • Digital is a dynamic world; here’s how an agency can milk it best

    The Anchor: 6 ways a digital agency can maximize profits

    By Saurabh Parmar


    #1 Value-addition. Most digital agencies are production focused – websites, banners, applications. For any agency see what you can give as a value to your client. If one can do that price for a client does not become an issue for they see something tangible. Thus, increasing profitability.


    #2 Focus on core competency and do not diverse too much. If you try to be a me-too agency and are focussing on larger chunk of business, your turnover may be higher but your profitability will always be lower. Pick out your core competency and focus on that rather than trying and doing everything under the sun.


    #3 Look at clients’ marketing issues rather than what you as an agency can deliver as digital product. Clients spend crores on marketing. We need to come out with digital solutions that can service the clients’ marketing challenge, rather than suggest properties & add to the clutter. If you can solve the challenges and issues, you will get more profits.


    #4 Analytics. Digital allows you to measure & measure a lot. Right from clicks, conversions to loyalty, recency and amplification. It’s a medium which can help you understand & optimize. Doing this gives the maximum profitability for a client & which in turn ensures maximum profitability for you.


    #5 Embracing web-based tools. In the current world a lot of the agency’s business processes can be outsourced & improved with tools right from finance, CRM, teleconferencing etc. Using off the shelf tools, in a lot of cases their paid versions, has decreased our costs & increased profitability.


    #6 Content. Creating content for new dynamic web is a great area to get into and is a high-value area. It is a high-growth and high-profit area that can be explored by the agencies.


    Saurabh Parmar is Founder & CEO of Brandlogist Communications

     

  • Even in the virtual world genuineness is appreciated, especially if the response is prompt and correction faster, says Saurabh Parmar

    The Anchor: 5 ways you can never get into a jam in the digital world

    By Saurabh Parmar

     

    1. Be a good listener:

    Digital is a two way communication medium, so before you start talking, start listening to what your customers are talking.

     

    2. Now understand:

    Get market research experts and your brand custodians to work on all this data and channel the insights to both your online and offline marketing.

     

    3. Get together:

    Don’t treat digital in a silo, integrate your touch points both in offline to digital banner campaigns, website, mobile, social media with each other. Integration is not just about giving links but really ‘getting together’ mediums to create a cohesive campaign.

     

    4. Be useful, fun or informative:

    It’s a crowded world out there with millions of brands and products talking. To connect with your customer make sure your message is either useful (What he is looking for), fun (what he will enjoy reading or sharing) or informative (makes him aware and interested)…just a higher media spend does not guarantee you more customers.

     

    5. Be real, say sorry:

    We all fu ** up, it’s better to admit it and rectify it rather than your customers creating a petition about you or criticizing you on blogs. Even in the virtual world genuineness is appreciated, especially if the response is prompt and correction faster.

     

    And the sureshot way…hire a better agency: Well the shortest and the easiest way of course is to hire a better agency

     

    Saurabh Parmar is Founder & CEO, Brandlogist

     

  • Wins the digital mandate for RC Cola & social media mandate for Zee TV's 'Phir Subah Hogi'

    Brandlogist wins two new mandates

    By A Correspondent

     

    Brandlogist, a boutique digital branding consultancy, has just won the digital mandate for RC Cola and social media mandate, including aspects such as social platforms, Bloggers program , social@mobile and influencers outreach, for Zee TV’s ‘Phir Subah Hogi’.

     

    For RC Cola the Indian market is literally a challenge with a far smaller market penetration, low awareness and smaller budget. They have decided to approach this challenge with an interesting perspective, taking digital as the primary driving platform and have chosen Brandlogist to help them strategize and execute this strategy.

     

    As Saurabh Parmar CEO, Brandlogist said: “That’s where we come in with an active engagement on the digital medium through which the communication extends to consumers across platforms and mediums.”

     

    Commenting on the reason for choosing Brandlogist, Mohit Khattar, Brand Head, Iceberg Foods Limited said: “It was the company’s strategy to build on a wider consumer base with the involvement of its audience and to create an experiential marketing environment by sharing the heritage and essence of the brand RC Cola.  We as a company were looking for young, creative, fresh and intelligent team who are among our target audience and would represent the sentiments and can draft the likes of the consumers. With Brandlogist we ascertained their passion for work, free flow of ideas and a sense of responsibility.”

     

    Phir Subah Hogi, Brandlogist’s second recent win is Zee’s new prime time show. Looking at the nature of the content, social media plays an important role to connect with people around the cause.

     

    Commenting on the two wins, Mr Parmar said: “It’s been 5 months but the idea of communication strategy which is new age yet not constrained by mediums is definitely having an impact. When we go to a client and say that it’s not about having x number of Facebook likes or people filing in a lead generation form without psycho-graphically analyzing that customer set or even getting a certain number of people to tweet your hashtag, but rather about doing something interesting, relevant enough so that they actually connect with you does raise a few eyebrows but has also got us the right accounts where clients have been perceptive enough.”