Leveraging Traditional Media for a digital brand to expand reach? Harsh Shah...

Leveraging Traditional Media for a digital brand to expand reach? Harsh Shah of Fynd, enlightens us on this and more!

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Fynd is an upcoming Mumbai-based e-comm retailer in the category of Fashion Apparel. The firm currently boasts of onboarding 200+ live brands under its ambit and targets audience within the age demographic of 18-35. They recently forayed into the world of Print advertising and on-boarded releaseMyAd for its media buying mandate.

Fynd had already used social media like Instagram, ad push from mobile and many such digital channels for its brand promotion. This time the brand decided to proceed with Print Media to reach the untapped territories. While the presence of a brand online is always a great thing to go ahead with, newspapers also open up the market to a wide range of audiences otherwise imperceptible online. Though online media helps in reaching out to people on a one-on-one basis, offline media especially print reaches out to the entire audience of a region. When targeting geographically, there is no effective alternative than print to spread the buzz. The campaign kickstarted in the selected cities with different sized ads placed in premium positions of the leading dailies highlighting the core USP’s of the brand.

 

After the conclusion of the campaign, we spoke to Harsh Shah, Co-Founder, Fynd to learn about his experiences and hear his insights about the campaign.

 

 

1. Given that Fynd has already leveraged online media for brand promotion, how has offline media helped in reaching a new set of users?

Online helps you reach out to your customers on a one to one basis and that is why has been a preferred medium for us for a long time since we are able to precisely reach our target audience and communicate our core message. But then offline mediums, especially print has its own advantages. In a country like India, the print ad is a big thing, and culturally it helps a customer to trust a brand even more if they are investing in traditional mediums like print and TV. Apart from this, no other medium other than print is helpful in activating a whole region at once. These were the two reasons which motivated us to try our hands on print advertising.

We chose a set of zones where we wanted to activate our customers and went ahead with a print ad in these cities.This helped us greatly in establishing our brand in the name of the people for whom we were either new or for the people who knew us but didn’t know the core USPs of Fynd. This ultimately created a buzz in those regions which was clearly reflected in our region wise analytics board.

2. How impactful did you find offline media vs. digital media?

One key problem with digital media is that every rupee spent on the medium though gets you immediate effect, but then it fails to register any brand recall in the mind of your customer. What that means is, you will again have to re-activate the customer after some time and then you will have to keep on repeating this activity to get registered in the customer’s mind (most popularly known as the top of the mind recall). Whereas in any of the offline medium, top of the mind recall builds up at a much faster rate, and then the customer remembers your brand. For example: When was the last time you saw a Parle-G or a Dhara ad? They never spent a considerable amount on digital as well, but then you still remember those brands for the offline activities they carried out way back. Yes, the message does play an important role here for a brand recall, but then the medium is an equally important aspect while building up any brand.

3. As a brand, what were your key learnings from the campaign?

This being our first campaign, definitely was not the perfect one. But then we had our own learnings. Firstly, same message (or same language for that matter) won’t work in all regions of the country. Each part of the country has its own cultural significance and our message needs to be drafted according to it. Secondly, there were a couple of regions which were more impactful than others (despite circulation numbers being close to each other). This is probably because of the reading habits in different regions of the country. This again ties back to the cultural significance of the region. Our key learning, therefore, was to understand whom we are speaking to before adapting to any offline media especially print.

At releaseMyAd, Fynd is one of our many clients leveraging traditional media for their digital brand and chartering a success story. We have done similar campaigns for Swiggy, Housejoy, Craftsvilla, Voonik, Nykaa, PepperTap, among others. Want us to work magic with your brand for its media buying activities too? Let us know in the comments section below!

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