Advertising has grown through the years. Starting from a basic communication medium, advertising agencies were mere promoters of the name. Digital technology ...
Advertising has grown through the years. Starting from a basic communication medium, advertising agencies were mere promoters of the name. Digital technology and marketing has changed the way customers interact with the buyers. An advertising agency decreases the level of footfalls and online only customers.
An advertising agency helps change the perception of brands. With online and digital marketing, mapping a company’s success is accurately possible.
Why use an advertising agency?
Brands, business and marketers know now that marketing today is a lot more than just regular promotions. Present day marketing involves a lot more than just direct communication. Marketing involves sending across the right message with the perfect amalgamation of visuals and content.
An advertising agency focuses on the right kind of distribution. With both the visuals and the content being merged in a tasteful way, a creative agency works hard to provide an outcome that is both visually pleasing as well as contextually appealing.
As the world of marketing moves towards usingdigital marketingas a platform for communication, a creative agency has its work cut out for them. When you’re looking at promoting your business in the World Wide Web, getting your word out and how you get your word out is important.
The benefits of an advertising agency
Keeping the ups and downs and the growing trends in the world, creating the right impact by using the right advertising agency is always helpful.
As a fully equipped advertising agency,What’s In A Name has its design team, it’s copy team and the digital marketing team working together to ensure that the client gets more than what they asked for.
What’s In A Name works as an agency that creates online campaigns, content strategy, marketing plans, website content and design and a host of other features.
The marketing world has moved towards digital and social media marketing as opposed to regular and outdoor hoardings. As an advertising agency, What’s In A Name works to ensure that every business is looked at as an individual business.
To know more about us, contact What’s In A Name today at +91 40 4007 2590 or
+91 98854 24628 or visit Whatsinaname.in.
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.
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.
