Friday, 20 January 2012

Promote publicly

Brand is not built in a day. It needs a long time to build reputation, repeat sales, consumer loyalty, brand recognition and top of the mind recall. While the media multiplier effect (pounding the customers with same message at the same time through different channels) is needed to reach the consumers and build brand recognition, the visual presentation of the brand at public places is a must to build curiosity and interest among consumers for the initial pull. Hordes of international and local brands have been presenting themselves at public places successfully.

Workplace hoarding
The factory and office sites displaying huge hoardings are the basic rungs of the brand building ladder. People passing by the site will not only witness the hoarding with brand identity of the product but will also be curious about the punchline of the product if it’s a hard-hitting one.

Point of sales promotion
I have seen brands painting the town red with their promotion boards and materials while launching the new variants. You will get to see the same brand at every retailer, wholesaler and shopping malls. However, the same brand is replaced by a new entrant over a period of time. Claiming the POS spaces at major nook and cranny is a clever idea to display your brand image.

Social awareness promotion
It’s a sure shot way of making your brand look responsible and in the meantime build soft corner in the hearts of consumers. One of the messages displayed by a brand at a major crossroad in Kathmandu asks the passers-by to cross the road only at the zebra-crossing. Half of the board then displays the brand. The brand has tied up with the Traffic Police to put the public awareness message. When one reads the message, s/he looks at the brand and its tagline as well. I am sure one out of ten people reading the message gets interested in the brand consciously or sub-consciously.

Street direction boards
Another popular way of promoting your brand publicly is to sponsor the street direction boards. Though the boards have a little space to share with the brand, at least people looking for directions will take notice of the brand.

Road islands
The road islands are a relief sight to your eyes, if you are driving in a jam-packed road for hours. While the customers driving by look at the beautifully managed island, plants and flowers, they come across the brand managing the island. A careful display of “The island is managed by…”gets noticed.

Bus stop signage
Public vehicles will never lose their popularity with the masses. Majority of the city dwellers commute in public vehicles and the bus-stops are favourite places for the marketers to display their brands. Nowadays, even the movie marketers eye the bus-stops and metro stations to display the posters of new releases.

Public gardens
Amongst residence colonies, amidst a busy city, there are public gardens. A whole lot of people visit the gardens in the morning for fresh air, daily exercise and relaxation. The company managing the garden can showcase its brand at the most prominent and preferred place of the garden.

Road dividers
A major bank in Kathmandu, in a unique collaboration with the Metropolitan Traffic police, has painted the road dividers falling on the way to its head office with its brand colours. Not only, that, the bank staff were engaged in painting the dividers – as a CSR (Corporate Social Responsibility) contribution.

Flowers and trees by the roadside
Again a major paint brand has collaborated with the Kathmandu Metropolitan City and has planted trees and flowers by the roadside. The marketers have prominently displayed the brand while planting the flowers and trees.

3-D hoarding
A motorcycle brand fixed a real motorcycle to a huge hoarding during its launch. Rather than painting the brand, the marketers preferred to display the real machine and it was an eyeball catching, brand building exercise which led to bigger sales.

Balloons at fairs and exhibitions
It’s a general and popular trend. Thousands of people come to the fairs and exhibitions and if you display your brand there, you are sure to catch the eyes of at least hundreds of customers.

While the public display of the brand image is just a part of the brand building exercise, it necessarily triggers the initial pull for the brand. Once you display your brand at public places, be sure to refresh the occupied space with new, fresh coat of paint, display of fresh but coherent messages from time to time. It will not only display your brand but will also tell the customers that your brand is live and kicking!

1 comment:

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