up exciting ground entertainment solutions for my company. The brief was to
get across to my target audience in the most straight arrow manner without
the usually big costs of Media plans that suck the heart out of start up
companies. I had to design something that would be durable and secure. I
also had to make it so customer centric that every unit cost would enable a
walk in to my entertainment mall very comprehensively.
I designed a very radical thing called "Customer First Programme". This is a
Promotional that enables other malls/ showrooms/ Food joints / lifestyle
places to sell us through their sales. Suffice to say that it was such a
huge success with 95% turn throughs of my promotional give aways. On some
days, the lines at my Box office had to be multi pronged which is generally
not the case with establishments such as ours.
I have many such more radical ideas of direct and indirect sales approaches.
But, all of them are not from any textbooks. Why...I had to ask myself. It
turns out that our country is very "Nirala" in all such matters. Penetration
of most print media is hopeless. Electronic media also suffers because of
the junk on air. Lifestyle customers are not interested in "Bhoot pret"
news, "Saas bahu" serials and chalta phirta cricket. So, how does one get
them. Radio is an answer. Malls and multiplexes are also an answer. But some
of them are so expensive that a start up like my company cannot afford it.
So, where do we go?
Websites and the New media are an answer. But, we still have some way to go
before we catch up with the mass. But, we are getting there. As of now, I
have put my bets on innovative direct sales as the main approach!!