Category Archives: Marketing

King of B2B Social Media Marketing and what all it can provide.

In this era of Social Media Marketing (S.M.M), on a tentative basis, we miss out on one of the “Big Guns” of  B2B Social Media Marketing. Yes, you know where this is going, it’s   LinkedIn!

B2B social Media Marketing

 

 

 

Here is an overview of LinkedIn:

  • Why is LinkedIn considered as the king of B2B Social Media Marketing? Because, people who use LinkedIn generally don’t come on to it to upload “selfies” but rather are people who are thinking about their careers or companies.

With 2+ people join LinkedIn per second globally and 2/3 users of LinkedIn are not Americans…with the total of nearly 500 Million users ranging from Mass Affluent/influents, decision making opinion leaders to College students come together on LinkedIn

What is LinkedIn Advertising? :

  • Well, as the name suggests LinkedIn Ads is the Advertising platform provided by LinkedIn for Social Media Marketing. Even though LinkedIn’s Advertising domain is not as strong as Google Ad Words it does work out pretty good on many levels with ‘Target Audience’ being really specific one can rely better.. and further filtering options given vary from Region/Country, Company and some advanced options such as “Similar Audiences” , making it better to work on their B2B Social Media Marketing.

Ok, say I’m impressed, what options do I have on LinkedIn Ads? :

  • Someone wise said, “People with great connections get 13x more opportunities in life.”…No! We just made that up. But you get the point. When it comes to LinkedIn Ads, we have a range of Ad formats which LinkedIn named them as..
    • Sponsored Content
    • Sponsored Inmails
    • Text Ads
    • Dynamic Ads
    • Programmatic Display Ads

Oh! Fancy words! Care to Explain? :

  • Isn’t Social Media Marketing majorly depending on fancy words? ok, let us not bore you by getting into micro details we’ll keep it short.
    • Sponsored Content: Helps you promote your updates to targeted audiences on different channels like desktop, mobile, and tablet. Drive awareness and leads in the world’s most viewed professional news feed.
    • Sponsored inmails: “Inmails” is short for the mails one receives (Inbox). Sponsored Inmails can help you reach your target audiences right in their LinkedIn inbox and deliver personalized messages that drive more conversions than email.
    • Text Ads: Text Ads help you reach your target audiences by allowing you to add a compelling & clickable headline, description and even a 50×50 image. This is one way you can start reaching your target audience in minutes on LinkedIn Ad platform. These Ads will appear on the homepage, Results page and Individual Profiles as well.
    • Dynamic Ads: These are the Ads which appear on the left of your home page which will help your profile to connect you with the Ads and allow you to precisely target decision-makers and influencers with highly relevant and customizable creatives on LinkedIn giving it a real personal touch. According to LinkedIn “60% of marketers say personalizing the customer experience is their top marketing objective.”
    • Programmatic Display Ads: Programmatic Display Ads are 300×250 standard display ads on the right column of the desktop. considering LinkedIn to believe that ‘61% of advertisers cite inventory quality as a leading challenge’ Programmatic Display Ads bring your business in front of the world’s largest, most engaged professional audience of influencers and decision-makers with efficiency and control.
  • We at What’s in a name help you confidently get your business in front of the world’s largest, most engaged professional audience of influencers and decision-makers with efficiency and control.

360 Degrees Branding Case Study – www.zip.in

Overview:

Zip.in is an online Supermarket, based out of Hyderabad. Until recently, it was operational in Hyderabad only. But soon it will expand to other cities across the country. The website has over 8,000 listed products that includes categories like fruits, vegetables, frozen food, pet care, organic food, stationery, essentials and many more. The BETA website went live in November 2014, and the final website went live in December 2014. Then began the 360 Degrees Branding effort to take the brand ahead.

360 Degrees Branding

Challenges:

The first challenge was to strengthen the business segment. That’s because a significant percentage of people were either unaware, or skeptical about an option to shop for groceries online.

The second challenge was the fact that there were quite a few customers who were unhappy with the service & products that they received from competition. It was almost impossible to get them to try online grocery shopping again.

The next challenge was that Zip.in delivery was available in limited locations only.

Finally, we had to spread brand awareness, define its positioning, reach out to the right people, increase website traffic, focus on conversions, and make it all happen with limited budgets. Hence, a 360 Degrees Branding Strategy was formulated.

Target Audience:

We were talking to a huge range of audiences. But our primary audience is a working couple that lives separately. They realise the importance of having good and wholesome meals. However, as both husband and wife are working, it becomes difficult for them to buy groceries regularly.

The secondary audience is the single, corporate employees who are either lazy or don’t have time to buy groceries; thanks to their erratic and long shifts. They are our secondary audience because these would be small ticket size customers. And that’s because they would mostly survive on Maggi (of course, when it was being sold), canned juices, bread, butter, etc.

The tertiary audience is not direct consumers, but influencers. These could be teenagers who would help us spread the word to the decision makers – their parents. These also include retired senior citizens who would help us spread awareness and share the information with their children.

With this we were clear about “Whom” we wanted to talk to. But the question was “What” should we talk about? Once we were clear on our target audience, we decided to understand their pain. We began thinking like customers. We also did some backend research to know how the competition was treating customers. After putting all this together, we came up with a 360 Degrees Branding Strategy.
 

Communication Guidelines:

We were sure that our 360 Degrees Branding Strategy should comprise the following:

Our communication should be simple, and it should be easily understood both by a techie and a retired senior citizen.

Creativity is not the most important thing here. That’s because in a bid to be overtly creative, we didn’t want to move away from our objective of simplicity. Making sure that we take the message home.

The 360 Degrees Branding communication should establish the business line clearly. This is for those who don’t really know how it works.

The communication should work as a confirmation tool to those who are just at the fence. They want to try the option of online grocery buying, but are slightly doubtful.

The communication should make use of the competition analysis that we did. As the competition had captured a greater market share, it was important to understand how they have peeved the customers, and how we can give a believable assurance to these customers.

Also, it was important to make sure that the layout of the campaign was standardised, and that it stands out in a clutter of Newspaper ads, hoardings, online banners, etc. So, achieving high recall was imperative.

Finally, we wanted to make sure that the communication connects with the audiences. They should be able to visualise themselves as customers of www.zip.in. So, we did decide to keep it real too.

PS: Of course, the content was tweaked to suit various channels, but certain things were retained to establish connectivity. The idea was to benefit from integration. So, now we knew “how” our communication should be. But it was time to decide “What” our communication should be. And we came up with the following 360 Degrees Branding Strategy.

Print Campaign:

www.zip.in | 360 Degrees Branding | What's In a Name Creatives

www.zip.in | 360 Degrees Branding | What's In a Name Creatives

Brand Video: Produced by Namesake Productions

Radio Jingle: 

  

Digital Ads:

360 Degrees Branding | Case Study | What's In a Name Creatives | www.zip.in
Screen grab of Facebook Sponsored Stories Ads.

 

360 Degrees Branding | Case Study | What's In a Name Creatives | www.zip.in
Screen grab of a Re-marketing Ad.

360 Degrees Branding – Media Channels:

News Paper Ads – Times Of India, The Hindu

OOH – Hitec City, Gachibowli, Kukkatpally, Uppal, ECIL

Fliers – Somajiguda, Banjara Hills, Jubilee Hills, Madhapur, Hitec City, Kondapur, Gachibowli, etc.

Radio – Radio Mirchi

Search Engine Optimization (SEO) – On Page & Off Page Optimization, Directory Listing, Products Listing, Link Building, Goal Setting & more

Search Engine Marketing (SEM) – Google AdWords, Web Banners, Blog

Social Media Marketing (SMM) – Facebook, Twitter

YouTube Marketing – Video Content Production & Promotion

Retargeting – Google & Facebook Retargeting Ads

The Results – 360 Degrees Branding:

64.3% rise in website traffic.

38% increase in orders.

33% increase in average order ticket size (price)

19% decrease in bounce rate, indicating better traffic quality.

98% customer satisfaction ratings re-iterating that every branding effort needs to be teemed up with a good product or service.

For questions regarding advertising of your product / service,
please click here.

Advertising Agencies: Ever wondered how the best do it?

Ever wondered what the first Indian advertisement looked like? When Englishman James Augustus Hickey started making losses on his newspaper (India’s first) business in 1780, he resorted to advertising . The newspaper didn’t survive for long. But India was gifted a terrific new medium of communication. The first Indian ads mainly revolved around simple & direct messages. And featured a mailing address. Times have drastically changed since then.

Advertising History | What's In a Name Creatives | Top Advertising Agencies
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Best Advertising Agency In Hyderabad – What Could Be Their Milestone?

Milestone is synonymous to words like business, organizations and entrepreneurs. It is what liter is to liquid – a measure. It is like any degree or credential that you’d have; more of a brand value of an organization and an individual both. We all know the dictionary meaning of the word “milestone”. In fact, this word is overtly used in a zillion places (read presentations, annual meetings, client reviews, appraisals, etc.). We hear this word so often that it almost puts us to sleep. But have you ever wondered on what could be the milestone of the Best Advertising Agency in Hyderabad?

Best Advertising Agency

The Best Advertising Agency In Hyderabad:

Celebrating milestones is certainly of the best things an organization and a leader can do. It peps-up the environment, boosts the productivity of its people and helps the organization climb up the ladder. But in this quantitative world, where every conversation has to lead to a visible gain, every meeting has to lead to a materialistic conclusion, every penny has to lead to a negotiation, we tend to place our milestones with an approach that is too narrow, and sometimes hollow; we place them where the results are. The bests don’t do that. Specially, the Best Advertising Agency in Hyderabad would never!

An organization is never about a single person. As much as you call yourself the leader who’s done it all, it is always about a set of people. Despite the fact that you’ve been responsible to bring these people on-board. Entrepreneurs tend to get way too aggressive while placing their milestones. At times, they are so aggressive that they tend to ignore any other person who’s associated with this milestone. The situation then looks something like this – A leader who’s seeing a milestone clearly, has conveyed it to his team as clearly, is moving at a fast pace towards it and is also pushing his team with the same force. His team, however, just pretends to be moving with as much zeal. And what comes next is a reality check. After a half yearly review, the leader along with his team is nowhere closer to the milestone!

Well, the reason was that the team was never in the consensus with the leader. They felt that the milestone he set was too unrealistic. It’s good to be crazy. But to be the best, you’ll need to be a little realistic too. Unfortunately, in this case the Best Advertising Agency was not.

Now, you may argue that you’ll never be able to set a milestone that would be accepted by every single person of your core team. This is possibly a realistic and a common scenario too. But have you ever heard of the word majority?

Exactly! When the majority of your core team decides to agree with your milestone(s), the probability of you, as a company, achieving it is way higher.

At least, this way you know that more than 50% of your team is with you. In fact, you can get them to set the milestones for themselves. This way they’d be taking more ownership of reaching these milestones too.

This is an unorthodox way of placing milestones. The only difference is the fact that the probability of achieving these milestones is a bit higher. The flip side however, is that your core team might not necessarily be as aggressive as you are. Hence, it might work out milestones that are less aggressive. But they’d certainly be more achievable. Here, the choice is yours; you can either set milestones that look great on paper but might not necessarily sound realistic and achievable to your team, or you can let your core team set simpler but highly achievable milestones.

In our day-to-day rush to meet business challenges and work towards innovation, we tend to forget that milestones can be placed differently.

In business terms a milestone is perceived as a destination. Very few leaders feel it’s a journey. But one of the most effective placements of a milestone is somewhere in between.

To evaluate the effectiveness of this strategy of placing a milestone, an Art Director of the Best Advertising Agency, invited a few creative writers. These writers were divided into two teams – Team A and Team B. Both teams were given a brief to work on a launch campaign for one of its clients. This was the launch of a new energy drink – Octane. The client wanted to position their drink in the premium segment. They were well aware of the existing market leader in this segment. Due to smaller marketing budgets, they wanted something that was not just a strong launch campaign, but would also help them place their product in the premium segment. The writers wore their thinking caps, and began to pen down some interesting ideas. After a long brainstorming session, both teams realized that they had to create an aspirational value for the brand. They also decided to focus on their target audience who’d in-turn become brand loyalists. The teams then started working independently.

One of the creative communication ideas by Team A was to create an in-the-face ad concept to take the market leader head-on. The headline for this concept was “Wings are for birds. Real men fly with Octane!”

Team B, on the other hand, worked on a concept that was subtle but equally strong. The headline for their concept was “Octane – Packed with NEWclear Energy.“

Both the concepts were shared with the client. But the Creative Director of the advertising agency chose to reward one of the teams (Team A), the moment the concept was shared with him. However, he was not too convinced about the concept that Team B shared. He knew it was great too but he decided to wait until he heard from the client.

After a few days, the client got back saying that they liked the concept by Team B better. In fact, they shared a very valid reason for the same. They felt that though the first concept was strong, it clearly divided their audience and boiled their product down to an only-for-men product.

The Creative Director then realized that he had misjudged the client and the idea that was shared by Team B. He, later, decided to call Team B and reward them too. By now, both the teams were rewarded. The only difference was the timing. Though, the concept shared by Team B was finally approved by the client and they were rewarded by the Creative Director, they didn’t really like two things about him – he rewarded them only after the client approved their concept and the fact that he rewarded Team A way before he heard from the client. There was clear discrimination and he came across as biased. However, what didn’t really work for him was the timing. Not something that should have happened  at the Best Advertising Agency in Hyderabad.

The idea of placing milestones differently is more about understanding the fact that a milestone is not a destination, it’s not even a journey; it’s in between! Well, in business terms, the journey in this case was the process that involved the teams working on ideas. And the destination was the client approving these ideas. But only if we choose to place our milestone, when we are closer to the destination and when we have put in all our efforts, it would work wonders for an organization and it’s people. We can choose to, without discrimination, reward our people and celebrate the mere fact that the best efforts were put in. This should be unbiased and irrespective of the final outcome (client’s approval in this case). This might not necessarily guarantee the project to you. But this will certainly let your people know that you value their efforts purely as they are; without being biased or influenced by any external factors.

The milestone should be placed where you end up putting all your efforts – just before the destination is reached. That’s the hallmark of the Best Advertising Agency in Hyderabad.

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