Ideation in BTL: Plz take care of client's ROI

If you are working in a BTL industry; then it is important for you to know...

"You are not an artist/painter/sculpture so as whatever new and different you will make, client will take it on any cost...!"

Here, the reality is different. Client has limited budget and so his requirements; and so it is very important for you to design something that can give him a better ROI. No doubt, everyone like imaginative ideas; but again when it comes to costing; the client takes a step back.

It is always good to think hatke; but before doing this, please judge the potential of your client.

Big B endorsing Zen Phones: Whose Gain & Whose Loss???

Mr. Amitabh Bachchan and Zen Mobile has atlast "come together". Although if we talk about the Brand persona of Zen Mobile, it has nothing to do with that of Mr. Bachchan, but somehow, it may solve its major problem of being considered as a below average phone Brand in the market.

Today, Mobile Phone market in india has been segregated into two levels. One is of Premium category which includes smart phones like Windows Mobile, Apple I phone, Nokia N & E series etc. and Second is the Locally made or assembelled phone ranging from Rs. 700 to Rs. 6000. Mobile Phone Manufacturers are mushrooming at all places in India.

And yes, ZEN Mobile do have a very potential market in TIER II & III cities; but will getting endorsed by a premium personality like Mr. Bachchan (who has endorsed the brands like; Cadbury, Dabur, Reid & Taylor etc.) will add the premiumness to the brand, whose phones are ranging from just Rs. 1300 to Rs. 6,000 (approx). Or, if the motive was just to appeal to the thier TG then, I am sure, with same effectiveness much cheaper options would be available for the organisation.

Big Question to think upon........

But Of Course, I would be more interested in analysing the ROI model of the organization...

AUDIT Agency for BTL Activation: MONSTER IS IN...

YES... The news is correct...!!!

Clients are distributing their budgets even in BTL projects. They are paying a part of it to the Audit Agencies, that tells them the success rate of an activation, once it gets completed.

A situation which is not as simple as it seems to be.....

In fututre it may happen that, various agencies may open up their own Audit wings, whose sole purpose will be to highlight flaws (reasonable or un-reasonable) of work done by their competitors. It may create an unhealthy competition in the BTL industry.

As it is, the industry is not fully organized; and this practice will ultimately widen the gap. I am not saying that Auditing of BTL is not necessary. But, i just want to make all Brands to check that, the BTL Audit for any activation should not be done by the competitor of the agency; otherwise they may get the manipulated feedback.

One Liner for "Branding"

Recently during a webinar, i encountered with another query;
Define 'Branding' in one line...?
As per my views, i replied
"Psycho-graphical representation of any product/service/experience/place is Branding".