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March 2016

Story of our logo change

Innovate + Integrate = Growth. That has always been our mantra and continues to be even in 2016, as we embark on a new journey with our new brand identity.

A change in our brand identity was long overdue as we have evolved over the last 8 years from a simple Marketing services company to a multi-faceted agency with our 4 verticals – Marketing, Events, Models and Digital.

We needed an identity that reflects our offerings, progress and team strengths. An identity that is more current, modern and relevant.

Since our humble start in 2009, we have been blessed to have worked with corporates, marketers, brand managers and our clients who have fuelled our growth.

Who would have believed 8 years ago, a new start up with no initial capital or investor support could reach to become one of the representative marketing agencies in the region?  Our current client portfolio is a reflection of our passion, work culture, team work, dedication and above all a commitment to delivery. Since our inception, the team has conceptualized, planned and executed 500+ campaigns for 50+ brands across the GCC for leading brands in FMCG, Fashion, Electronics & Consumer Goods, Automobiles, Tobacco & Beverages, Finance, Retail and more.

Our vision is, “To be the No. 1 choice of Talents, Clients and Partners”. Our mission is, “To be the most innovative, fun loving, trustworthy and productive marketing, events, models and digital agency.  We aim to provide our clients with a level of service that always surpasses their expectations.  FLC represents the ideal business partner for clients eager to increase profitability by maximizing the impact of their marketing communications. Our new identity is a reflection of this core commitment.

We would like to take this opportunity to thank everyone who have been associated, supported, trusted and partnered with us in our journey. We invite you all again to join us in our new journey

 

 

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Types of Customer Engagement

Customer engagement happens when a brand engages with a potential customer. The initiative for engagement can be either consumer or company led and the medium of engagement can be on or offline.

Here are a few ways brands can define engagement:

Contextual Engagement

Marketers can understand individual consumer’s behaviours in real time through technology and engage with them. Marketing goals are better achieved by engaging consumers in this way. For instance, brands and retailers can send coupons to consumers based on previous purchases or push an in-store notification to them with a special offer based on their purchase history

Engagement of Convenience

In this type of engagement, consumers engage with the brand because it is convenient for them. Any type of interaction that increases convenience also allows the brand or retailer’s systems to gain a better understanding of each consumer’s individual needs, buying cycles, triggers and price points, which can in turn be used in order to maximize value of that transaction (emotionally, financially, contextually) to reinforce the desire to buy .

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Emotional Engagement

This type of engagement is important as humans are emotional creatures. Connecting with humans emotionally is also important because 99 percent of brand buying decisions consumers make stem from some other unconscious emotional space.

These emotional bonds were exclusively tied to marketing (colours, images, messaging) or personal memories and experiences. Technology has enabled marketers to understand this on a 1:1 basis at scale because a good system tracks millions of data points that together paint a very specific picture of an individual’s own ideal environment for making decisions on what to buy, when and how often.

Social Engagement

If contextual engagement, engagement of convenience, emotional engagement and social engagement are aligned with an individual, the real-time output is social advocacy.

When marketers think of customer engagement, they usually automatically think of malls, in-store or social media. But while networks such as Twitter and Facebook provide a great starting point, customer-centric brands know that being tuned in to your customers requires more than social listening.

Brands should engage with the consumer that should lead to consumer action. But the ultimate objective should not be engagement alone.

The consumer practice should bring together the power of influence, the power of content, the power of real time analytics and the power of global intellectual capital, all tailored to an increasingly sophisticated audience, many who possess high disposable income and are brand savvy.

 

Author: Ganesh Iyer

Metrics for brand activation campaigns!

When you want to create a brand activation campaign, the underlying objective should be to develop a face to face two way conversation with the customers.

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Consumer brand activations help to bring life into a brand and can build a very loyal fan base. The caveat is we need to create an engaging and memorable experience that helps connect with consumers

Here is a list of some of the measurement factors to keep in mind.

  • Consumer reach. How many targeted consumers would this campaign activation touch and reach?  Is it a nationwide, citywide or hyper local?
  • Brand relevance. Is this activation strategy and campaign relevant to the brand’s message and core values?
  • Return on investment. Can you measure the benefits vs the cost? Activation awareness campaigns should not always be measured in financial terms and sales. Were you able to capture consumer data, such as emails, phone numbers, social media followers and other future marketing leads and opportunities?
  • Long term potential. Do these activations campaigns give the brand any potential to gain sizeable long term benefits?
  • Integration capabilities. Will this brand activation campaign compliment and have the ability to integrate with other types of marketing channels within the company?
  • Uniqueness. Does your brand have a unique value or selling proposition that get consumers attention and make them want to talk about it?
  • Amplification. Is it possible if needed to be able to make changes in order to increase the amplification of the overall activation campaign?

Keep Activating!!

 

Author: Ganesh Iyer

Where & when to engage with Customers?

Nearly every company that markets to consumers employs some type of field marketing. Some tools that are being used are – product sampling, live events, road shows and demo, sales push/ consultancy. Industries that employ this type of marketing include FMCG, Electronics, F&B, Health & Beauty, Pharmaceuticals, Automobiles, Beverages, Tobacco and  Banks among others

The point of sale mainly depends on the nature of the goods and the type of the customers the brand is trying to reach out to. Another main factor is the vicinity of the business in terms of the customer and also which stage of the buying decision process, the consumer is in.

Here are the major areas you can target, in order to go where the customer is and reach them at the right time while they are making a decision to buy the product.

  • Hyper Markets/ Super Markets/ Malls – In store promotions are the best when the customer base is already on location to buy a related product. For example- If the consumer is in the ‘Detergents’ section of a supermarket and is looking for a product, a promoter promoting the product ‘Tide’ can have a major influence on the consumer to buy the product.
  • Street promotions – Street promotions involve sending teams into crowded areas to distribute flyers, coupons, incentive cards, or other promotional items. Ideally the promotion has some tie-in to the event that has drawn the crowd. It could be in a community area, hi-street, event/ concert/ parks. This type of promotion focuses more on the interaction with the brand which contributes to the experience.AAEAAQAAAAAAAAjoAAAAJGZkY2Q1MGNlLTcyMmItNDUwNi1iZTAxLTFhMGU5ZmNjY2U4OA
  • University/ Schools – The college student market is massive and businesses have started focusing their marketing efforts on college campuses.  You can successfully offer any product provided that it fits within a limited budget. Red Bull is one of the many brands that has successfully marketed using paid student brand managers.
  • Beach – Consumers come out to the beach to have a pleasant experience and associate this experience with the brand. Given there are ideal weather conditions for the crowd, the beach can be used to market specific products like lifestyle products, health& beauty products like sunscreen and products that are closely related to the experience
  • Home/ Offices – An office consists of the working population who has disposable income. Ideally, premium products like perfumes or food and beverages can be marketed in an office and home is where consumers are at leisure to talk

Happy Marketing!!

Author: Ganesh Iyer

What is Brand Activation?

Have you ever noticed when you go to buy a popular brand’s product, do you ever stop to ask yourself, how did they become so trustworthy and admired?

When a product is first manufactured it is virtually unknown to the general public. Take an example of any brand, when the company enters the market the customers know very little about it. Through the uses of consumer engagement marketing channels, such as memorable ad campaigns, experiential events, viral growth, and consumer participation strategies, brands manage to gain the acceptance of the consumer

Many popular brands are using activations to build popularity and give the consumer an experience that will make them feel a real personal connection to the brand.

Activations encompass the brand figuring out a few core features that will distinguish them from competition in crowded marketplaces. They have to establish brand positioning that will uncover the core and present to the customers live.

Consumer brand activations are a very crucial part of building a positive perception of a brand 

This can be done through product samplings, in-store retail marketing, sponsorships, and experiential events.

Brands must find a way to reach potential customers that can shift perceptions and create a real emotional engagement. These marketing events must bring up positive feeling in the minds about them in order for them to become loyal customers and purchase their products.

Key Principles   

  • To inspire demand for a particular brand, they must tap into the consumers’ passions using creative strategies and ideas
  • Timing plays an important role in connecting consumers at the right time, and the right place so that the consumer becomes a motivated user and fan of the brand
  • Using activation strategies, such as in person experience events,this can lead to the consumer starting to believe in the brand and what it stands for, which is a closer step in the path to purchase

 

Author: Ganesh Iyer

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