A BOND OF 'EXPERIENCE'

Consumer brands are attempting to ‘connect’ directly with consumers via personalised experiences, in a bid to differentiate themselves from peers as well as highlight the unique features of their product portfolio.

Senior advertising industry professionals highlight that such experiences make consumers feel “special”, and also help to reinforce the relevance of a particular product or service with its target audience. In addition, with most of these brands targeting consumers below the age of 30 years, the Internet is increasingly becoming the preferred medium to reach these consumers. 

It’s no surprise that Disney UTV allows young girls to come to the Disney Princess Academy, while Titan has the ‘Confessions of a Bride’. Earlier, Asian Paints also offered its customers a chance to win a complete room makeover when they bought a home painting guide from this brand.

Striking a similar view, Jagdeep Kapoor, Chairman and Managing Director, Samsika Marketing Consultants, said, “A well established model overseas to create a direct relationship between a brand and its consumers, and one is also witnessing a similar trend here.”   

As part of this strategy, Disney UTV has its multi-city annual campaign which begins in the New Year, and it allows 3,600 hopeful princesses an opportunity to be a part of the fun-filled activities at Disney Princess Academy including makeover, dancing, etiquette training, tiara making and a chance to meet their favourite ‘Disney Princess’. And, eight winners (one from each city in this tour) would also get a chance to be a ‘star’ on the Disney Channel.

“Last year, we received more than six lakh applications from across the country and this year we are optimistic of an even better response, and it enables participants to experience the ‘Disney life’,” said Roshini Bakshi, MD, Licensing and Retail, Disney UTV. Disney Princess is a leading girls’ lifestyle brand with products including toys and personal electronics, apparel and home décor, amongst others.

Similarly, Tanishq’s latest digital campaign – ‘Confessions of a Bride’ attempts to realise the special wishes of a bride-to-be, and it also helps to draw attention to this brand’s recently launched wedding jewellery collection.

Digital promotions

A number of brands that have created  these personalised experiences have recognised the low-cost and focused target audience that can be reached online. As a result, Tanishq’s campaign is digitally-led and is being promoted on social media platforms including Facebook and YouTube. 

Deepika S Tewari, General Manager, Marketing- Jewellery Division, Titan Company, said, “We are attempting to create a long-term relationship with our consumers.” Tewari also pointed out that they have received over 85,000 ‘hits’ on YouTube along with a large number of “confessions” on their website.

Similarly, ‘fans’ of Disney can simply enroll for the Disney Princess Academy 2014, online.

Clearly, building a long-term relationship with the target audience remains the key mantra.

 

 

 

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