Established in 2007, Fulcrum is one of the leading brand activation and promotions companies, Stall Operations Activation Societies in pune city and in india, leading the way in brand activations, promotions, experiential events and field marketing. Our services are offered all over the country, including major cities such as Mumbai, Pune, Delhi and Other Metro City.
We have worked across local and international brands, spanning a multitude of industries, throughout across india. Each year Fulcrum performs in the region of many activations and promotions, and has a database of more than 6 000 brand ambassadors in over 10 locations.
fulcrum has developed a unique four-tier brand ambassador rating platform, with specific requirements per level – covering communication and selling skills, personal presentation, and financial and computer literacy. This rating platform helps create an ideal match between brand ambassador and brand, and within the specifications of your marketing strategy and budget.
The Fulcrum is a corporate social investment initiative aimed at finding and developing talent and creating jobs. It assists young brand ambassadors in acquiring and improving a range of skills, including communication and selling skills, personal presentation and grooming, financial literacy and basic technology skills. The Academy also covers career planning so that skills are developed in line with a career pathway.
Fulcrum is a progressive & creative organization, specializing in Sales, Marketing, Brand Promotions, Brand Activities Professional in pimpri chinchwad. The organization started up in Maharashtra in 2007. As a results-based company, we have provided our clients with a competitive advantage over the last 9 years.
We have managed to bridge the gap between Sales & Marketing. Many companies spend huge budgets on marketing strategies with no real Return On Investment (ROI). Through our approach, we have optimized both of these functions, creating lower cost per acquisition, and maximizing the ROI.
Marketing tips, ideas, tricks, advice
Non-Traditional Marketing Tactics to Boost Brand Awareness
Using marketing strategies to boost brand awareness means that your business will always be top of mind. However, if you are not having much luck with the more traditional methods, it may be time to explore a few other non-traditional tactics to see if they translate well for your brand. Here are the Tradeway team’s top choices:
Let’s Get Tangible
At the moment, the focus for most marketing experts is to make their presence known online through social media marketing and other digital methods. While this can lead to a lot more brand awareness, nowadays, it is very difficult to stand out. It has all been done before.
“One way in which to really grab your potential customers’ attention is to forego the digital route for a while and to start focusing on how to provide the customer with a more tangible, old-fashioned experience that fits in with your brand and its product offering. Sending them a box of chocolates or a hand-written note can make all the difference when it comes to connecting with them on a more personal level than what online marketing allows for,” comments.
Tell Real Stories
When piecing together a new campaign, stop wondering what to do to stir emotion within your target audience, make them stop and listen, or get a reaction from them… and start telling real stories instead. In doing so, emotion comes built-in and is much more authentic and believable. This is sure to make it easier for your potential customers to connect with your brand.
Play a Bigger Part
Stop using stock images on your Instagram. Stop hiring attractive MCs to host your brand’s events. It is time to start involving yourself and your staff more. By getting involved with your audience directly, and giving them the chance to get to know the brains behind your brand, they are much more likely to feel more connected to you. Be your own brand ambassador and your own brand influencer and your experiential marketing strategies will take off on their own with very little effort. Once again, authenticity is the name of the game!
Would you like assistance when it comes to mastering the art of marketing? Allow the Fulcrum team to lend a hand. Specialising in experiential and field marketing, as well as creative activations, we will have everyone talking about your business in a flash! Contact us today to find out more.
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BTL refers to a series of marketing techniques known collectively as below-the-line marketing. Below-the-line marketing includes direct marketing by mail or email, sales promotion, marketing communications, exhibitions and telemarketing. Above-the-line marketing refers to advertising in media such as print, cinema, radio, television, outdoor posters and the Internet. Marketing campaigns that use both above-the-line and below-the-line techniques are known as through-the-line campaigns.
The terms above-the-line and below-the-line originally referred to the way advertising agencies were remunerated for their services. Agencies received commission from the media in return for placing advertisements. The level of commission was sufficient to cover the costs of creating and producing the content for advertisements, as well as providing the agency with a fee and profit contribution. Agencies retained the commission and clients received the creative and production costs free. Because no commission was available on non-media activities, agencies charged clients for all creative and production costs.
The basis of agency remuneration has evolved, and advertising agencies now base their charges on a combination of fees and retained commission. However, clients have recognized the importance of below-the-line marketing and work with companies that offer specific services, such as direct marketing agencies, sales promotion agencies, marketing communications consultancies and telemarketing agencies.
Companies use below-the-line campaigns to reach audiences that are difficult or costly to contact through advertising media. A direct marketing campaign, for example, targeting a selected group of key customers with a limited-time offer represents a precise form of marketing with minimal waste. A sales promotion campaign offering discounts on a product in a single retail chain drives consumers to a series of defined locations, allowing precise measurement of the campaigns effectiveness.
Combining above -the-line and below-the-line techniques in a single, integrated campaign can improve marketing effectiveness. An advertising campaign to launch a new product, combined with a retail incentive program and an in-store consumer promotion will encourage retailers to carry additional stocks of the advertised product. Through-the-line campaigns are most effective when advertising and below-the-line content use the same creative approach and communicate consistent messages across all media.
The increasing importance of social media is focusing attention on communicating with customers though multiple channels, rather than relying on individual above-the-line or below-the-line channels. Marketers also recognize the importance of building dialog with customers, rather than marketing through one-way communications.
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What Are the Different Types of Advertising?
Advertisers pay for advertising to accomplish a wide array of goals. Ad objectives generally boil down to long-term branding communication or short-term direct response advertising. Branding is about building and maintaining a reputation for your company that distinguishes it in the marketplace. Sales promos are short-term inducements to drive revenue or cash flow. Based on your company’s objectives, budget and target audience, you normally advertise through one or more types of media. Calculating your return on investment in dollars is difficult, but you need to establish measurable goals, such as a percentage increase in awareness, to evaluate success.
Television and radio are two traditional broadcast media long used in advertising. Television offers creative opportunities, a dynamic message and wide audience reach. It is typically the most expensive medium to advertise through, though. Because local affiliated stations normally serve a wide local audience, you also have to deal with waste when trying to target a small town marketplace. TV watchers normally have a negative attitude toward commercials and many have DVRs at their fingertips. Radio and TV both have fleeting messages, meaning they disappear once the commercial spot ends. Radio is relatively affordable for small businesses and allows for repetition and frequency. You don’t have the visual element of TV and you have to deal with a distracted audience, since most listeners are driving.
Magazines and newspapers are the two traditional print media. Magazines offer a highly selective audience who is generally interested in ads closely related to the topic of the magazine. Visual imagery is also stronger in magazines than newspapers. You have little wasted since magazines are very niche and you can target a narrow customer segment. On the downside, magazines are costly and require long lead times, which limits timely promotions. They also have limited audience reach. Newspapers are very affordable for local businesses and allow you to target a geographic segment if you have a universal product or service. Newspapers are also viewed as a credible medium, which enhances ad acceptance. You can usually get an ad placed within a day or two of purchase. Declining circulation, a short shelf life and limited visual creativity are drawbacks.
Support media include several options for message delivery than normally add to or expand campaigns delivered through more traditional media. Billboards, transits, bus benches, aerial, directories and trade publications are common support media. Each has pros and cons, but collectively, they offer ways to reach a wider audience in a local or regional market or to increase frequency of message exposure to targeted market segments.
Direct marketing is an interactive approach to advertising that has picked up in usage in the early 21st century. It includes direct mail, email and telemarketing. These are direct response efforts to create an ongoing dialogue or interaction with customers. Weekly or monthly email newsletters, for instance, allow you to keep your brand, products and other messages in front of prospects and customers. Telemarketing is a way to survey customers and offer new products, upgrades or renewals. Direct mail is the most common format of direct marketing where you send mailers or postcards to targeted customers promoting products, deals or promotions. Direct marketing has become more prominent because it allows for ease in tracking customer response rates and helps advertisers better measure return on investment.
Another newer advertising technique is product placement. This is where you offer compensation to a TV show, movie, video game or theme park to use your product while entertaining audiences. You could pay a TV show, for instance, to depict your product being used and discussed positive in a particular scene. This ad method is a way for companies to integrate ads with entertainment since customers have found ways to avoid messages delivered through more conventional media.
The Internet is used by online and offline companies to promote products or services. Banner ads, pop up ads, text ads and paid search placements are common forms. Banner, pop up and text ads are ways to present an image or message on a publisher’s website or on a number of websites through a third-party platform like Google’s Adwords program. Paid search placements, also known as cost-per-click advertising, is where you bid a certain amount to present your link and text message to users of search engines like Google and Yahoo!
Businesses can also create different target groups, and send ads on social media platforms to users that would be most interested in their products and services. Targeting options can include targeting based on geographic location, buying tendencies, and other consumer behavior. One effective method of placing social media ads is known as retargeting, which focuses on website visitors that left without buying a product or service, or without signing up for some type of free offer like subscribing to a newsletter. Businesses can place a pixel on the visitors browser, and send targeted ads to that visitor as he or she browses other websites. Sponsored ads work in a similar way to retargeting, but the difference is that businesses pay to have these ads appear on specific websites that their target audience is likely to visit.
847 Benefits of Sales Promotion
A successful promotion has the ability to nurture relationships with consumers through retention and engagement. Promotions can often shape the characteristics of brands, for example, McDonald?s Monopoly board is something
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INTRODUCTION OF SALES PROMOTION
Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulated quicker and/or greater purchase of particular product/service or the trend. Sales promotion is a process of persuading of sales to potential customer to buy the product.
The topic is about the sales promotion activity that makes awareness of the product of the company. The topic itself describe that how to increase the sales growth of the company product and it is also about the make awareness to the customer about the company products.
Sales promotion plays a very important role in the company. So in the current context every company makes sales promotion in different ways like advertisement by media, news paper , magazine.
Sales promotion is an important component of a small medium and large business’s overall marketing strategy, along with advertising, public relations, and personal selling. The American Marketing Association (AMA) defines sales promotion as “media and non-media marketing pressure applied for a predetermined, limited period of time in order to stimulate trial, increase consumer demand, or improve product quality.” But this definition does not capture all the elements of modern sales promotion. One should add that effective sales promotion increases the basic value of a product for a limited time and directly stimulates consumer purchasing, selling effectiveness, or the effort of the sales force. It can be used to inform, persuade, and remind target customers about the business and its marketing mix. Some common types of sales promotion include samples, coupons, sweepstakes, contests, in-store displays, trade shows, price-off deals, premiums, and rebates.
Businesses can target sales promotions at three different audiences: consumers, resellers, and the company’s own sales force. Sales promotion acts as a competitive weapon by providing an extra incentive for the target audience to purchase or support one brand over another. It is particularly effective in spurring product trial and unplanned purchases.
Most marketers believe that a given product or service has an established perceived price or value, and they use sales promotion to change this price-value relationship by increasing the value and/or lowering the price. Compared to the other components of the marketing mix (advertising, publicity, and personal selling), sales promotion usually operates on a shorter time line, uses a more rational appeal, returns a tangible or real value, fosters an immediate sale, and contributes highly to profitability.
In determining the relative importance to place on sales promotion in the overall marketing mix, a small business should consider its marketing budget, the stage of the product in its life cycle, the nature of competition in the market, the target of the promotion, and the nature of the product. For example, sales promotion and direct mail are particularly attractive alternatives when the marketing budget is limited, as it is for many small businesses. In addition, sales promotion can be an effective tool in a highly competitive market, when the objective is to convince retailers to carry a product or influence consumers to select it over those of competitors. Similarly, sales promotion is often used in the growth and maturity stages of the product life cycle to stimulate consumers and resellers to choose that product over the competitionrather than in the introduction stage, when mass advertising to build awareness might be more important. Finally, sales promotion tends to work best when it is applied to impulse items whose features can be judged at the point of purchase, rather than more complex, expensive items that might require hands-on demonstration.
Back in 1950s, it was said that doing business without sales promotion is like winking at a girl in the dark; you know you what you are doing, but nobody else does. The message was: crowded scenario of multiple ads even winking in broad daylight goes unnoticed. Since everyone is sales promotion, the idea is to do it with innovation ‘Come on, turn on the light, it pays to sales promotion. Today, in this complex world amidst heavy rush or everything, having a densely.
Sales promotion is of immense utility both to large and small business. There can be no doubt that sales promotion efforts would result in creation of additional sales. All forms of promotion of sale of goods is in one way or the other, supported by extensive advertising campaign. It is not possible to imagine survival of any business, which is in the business of “make and sell” in the absence of advertising efforts. Advertising has extended its coverage to include non-business enterprises also e.g.. Public Water Works advertises the need to preserve precious water and to cultivate the habit of drinking clean water free from any form of pollution. Countless illustrations can be provided wherein non-business enterprises have recognised the importance of advertising and their use it as a tool to promote ideas and services.
Sales promotion is an economic activity and it generates employment. Thousands of men and women are directly or indirectly, employed in professional sales promotion. sales promotion is an economic proposition. People who invest their money in sales promotion anticipate positive results. Hence, sales promotion must be result-oriented. Every newspaper or magazine survives on the advertisements that it receives. sales promotion are definite source of revenue to the publishers. Because of the advertisements inserted in newspapers and magazines, they are sold at lower price, which can be afforded by the public. Advertising is of paramount importance because it creates better-informed public by making available innumerable publications at an affordable price. Considering the response that advertisements generate, it can be stated that “advertising does not cost too much”.
In older to cut down production cost per unit there is a need to increase the total sales turnover. When overall sales increase, production cost per unit is automatically slashed and more people buy the goods. Apart from towering production costs, advertising also pays for entertainment and education through use of media like radio and TV.
Consumer is the king in the market. He cannot be compelled to buy anything. At the most, he can be persuaded to patronize a certain brand. It is here that advertising plays a prominent role.
There is no standard format to be followed to make advertising liked by every person. Advertising is a creative field. Individual likes and dislikes determine success of advertising or its failure. Advertising scores over personal selling because it provides freedom of choice to the consumer. Decision to make purchases is independently arrived at by the consumers. No civilized society can record constant progress and ensure better standard of living to its people in the absence of information and education provided by advertising
Consumer sales promotions are steered toward the ultimate product userstypically individual shoppers in the local marketbut the same techniques can be used to promote products sold by one business to another, such as computer systems, cleaning supplies, and machinery. In contrast, trade sales promotions target resellerswholesalers and retailerswho carry the marketer’s product. Following are some of the key techniques used in consumer-oriented sales promotions.
PRICE DEALS: A consumer price deal saves the buyer money when a product is purchased. The main types of price deals include discounts, bonus pack deals, refunds or rebates, and coupons. Price deals are usually intended to encourage trial use of a new product or line extension, to recruit new buyers for a mature product, or to convince existing customers to increase their purchases, accelerate their use, or purchase multiple units. Price deals work most effectively when price is the consumer’s foremost criterion or when brand loyalty is low.
Buyers may learn about price discounts either at the point of sale or through advertising. At the point of sale, price reductions may be posted on the package, on signs near the product, or in storefront windows. Many types of advertisements can be used to notify consumers of upcoming discounts, including fliers and newspaper and television ads.
Price discounts are especially common in the food industry, where local supermarkets run weekly specials. Price discounts may be initiated by the manufacturer, the retailer, or the distributor. For instance, a manufacturer may “pre-price” a product and then convince the retailer to participate in this short-term discount through extra incentives. For price reduction strategies to be effective, they must have the support of all distributors in the channel. Existing customers perceive discounts as rewards and often respond by buying in larger quantities.
Another type of price deal is the bonus pack or banded pack. When a bonus pack is offered, an extra amount of the product is free when a standard size of the product is bought at the regular price. This technique is routinely used in the marketing of cleaning products, food, and health and beauty aids to introduce a new or larger size. A bonus pack rewards present users but may have little appeal to users of competitive brands. A banded pack offer is when two or more units of a product are sold at a reduction of the regular single-unit price. Sometimes the products are physically banded together, such as in toothbrush and toothpaste offers.
A refund or rebate promotion is an offer by a marketer to return a certain amount of money when the product is purchased alone or in combination with other products. Refunds aim to increase the quantity or frequency of purchase, to encourage customers to “load up” on the product. This strategy dampens competition by temporarily taking consumers out of the market, stimulates the purchase of postponable goods such as major appliances, and creates on-shelf excitement by encouraging special displays. Refunds and rebates are generally viewed as a reward for purchase, and they appear to build brand loyalty rather than diminish it.
Coupons are legal certificates offered by manufacturers and retailers. They grant specified savings on selected products when presented for redemption at the point of purchase. Manufacturers sustain the cost of advertising and distributing their coupons, redeeming their face values, and paying retailers a handling fee. Retailers who offer double or triple the amount of the coupon shoulder the extra cost. Retailers who offer their own coupons incur the total cost, including paying the face value. In this way, retail coupons are equivalent to a cents-off deal.
Manufacturers disseminate coupons in many ways. They may be delivered directly by mail, dropped door to door, or distributed through a central location such as a shopping mall. Coupons may also be distributed through the mediamagazines, newspapers, Sunday supplements, or free-standing inserts (FSI) in newspapers. Coupons can be inserted into, attached to, or printed on a package, or they may be distributed by a retailer who uses them to generate store traffic or to tie in with a manufacturer’s promotional tactic. Retailer-sponsored coupons are typically distributed through print advertising or at the point of sale. Sometimes, though, specialty retailers or newly opened retailers will distribute coupons door to door or through direct mail.
CONTESTS/SWEEPSTAKES: The main difference between contests and sweepstakes is that contests require entrants to perform a task or demonstrate a skill that is judged in order to be deemed a winner, while sweepstakes involve a random drawing or chance contest that may or may not have an entry requirement. At one time, contests were more commonly used as sales promotions, mostly due to legal restrictions on gambling that many marketers feared might apply to sweepstakes. But the use of sweepstakes as a promotional tactic has grown dramatically in recent decades, partly because of legal changes and partly because of their lower cost. Administering a contest once cost about $350 per thousand entries, compared to just $2.75 to $3.75 per thousand entries in a sweepstake. Furthermore, participation in contests is very low compared to sweepstakes, since they require some sort of skill or ability.
SPECIAL EVENTS: According to the consulting firm International Events Group (IEG), businesses spend over $2 billion annually to link their products with everything from jazz festivals to golf tournaments to stock car races. In fact, large companies like RJR Nabisco and Anheuser-Busch have special divisions that handle nothing but special events. Special events marketing offers a number of advantages. First, events tend to attract a homogeneous audience that is very appreciative of the sponsors. Therefore, if a product fits well with the event and its audience, the impact of the sales promotion will be high. Second, event sponsorship often builds support among employeeswho may receive acknowledgment for their participationand within the trade. Finally, compared to producing a series of ads, event management is relatively simple. Many elements of event sponsorship are prepackaged and reusable, such as booths, displays, and ads. Special events marketing is available to small businesses, as well, through sponsorship of events on the community level.
PREMIUM: A premium is tangible compensation that is given as incentive for performing a particular actusually buying a product. The premium may be given for free, or may be offered to consumers for a significantly reduced price. Some examples of premiums include receiving a prize in a cereal box or a free garden tool for visiting the grand opening of a hardware store. Incentives that are given for free at the time of purchase are called direct premiums. These offers provide instant gratification, plus there is no confusion about returning coupons or box tops, or saving bar codes or proofs of purchase.
Other types of direct premiums include traffic builders, door openers, and referral premiums. The garden tool is an example of a traffic-builder premiuman incentive to lure a prospective buyer to a store. A door-opener premium is directed to customers at home or to business people in their offices. For example, a homeowner may receive a free clock radio for allowing an insurance agent to enter their home and listening to his sales pitch. Similarly, an electronics manufacturer might offer free software to an office manager who agrees to an on-site demonstration. The final category of direct premiums, referral premiums, rewards the purchaser for referring the seller to other possible customers.
Mail premiums, unlike direct premiums, require the customer to perform some act in order to obtain a premium through return mail. An example might be a limited edition toy car offered by a marketer in exchange for one or more proofs-of-purchase and a payment covering the cost of the item plus handling. The premium is still valuable to the consumer because they cannot readily buy the item for the same amount.
CONTINUITY PROGRAMS: Continuity programs retain brand users over a long time period by offering ongoing motivation or incentives. Continuity programs demand that consumers keep buying the product in order to get the premium in the future. Trading stamps, popularized in the 1950s and 1960s, are prime examples. Consumers usually received one stamp for every dime spent at a participating store. The stamp company provided redemption centers where the stamps were traded for merchandise. A catalog listing the quantity of stamps required for each item was available at the participating stores. Today, airlines’ frequent-flyer clubs, hotels’ frequent-traveler plans, retailers’ frequent-shopper programs, and bonus-paying credit cards are common continuity programs. When competing brands have reached parity in terms of price and service, continuity programs sometimes prove a deciding factor among those competitors. By rewarding long-standing customers for their loyalty, continuity programs also reduce the threat of new competitors entering a market.
SAMPLING: A sign of a successful marketer is getting the product into the hands of the consumer. Sometimes, particularly when a product is new or is not a market leader, an effective strategy is giving a sample product to the consumer, either free or for a small fee. But in order for sampling to change people’s future purchase decisions, the product must have benefits or features that will be obvious during the trial.
There are several means of disseminating samples to consumers. The most popular has been through the mail, but increases in postage costs and packaging requirements have made this method less attractive. An alternative is door-to-door distribution, particularly when the items are bulky and when reputable distribution organizations exist. This method permits selective sampling of neighborhoods, dwellings, or even people. Another method is distributing samples in conjunction with advertising. An ad may include a coupon that the consumer can mail in for the product, or it may include an address or phone number for ordering. Direct sampling can be achieved through prime media using scratch-and-sniff cards and slim foil pouches, or through retailers using special displays or a person hired to hand out samples to passing customers. Though this last technique may build goodwill for the retailer, some retailers resent the inconvenience and require high payments for their cooperation.
A final form of sample distribution deals with specialty types of sampling. For instance, some companies specialize in packing samples together for delivery to homogeneous consumer groups, such as newlyweds, new parents, students, or tourists. Such packages may be delivered at hospitals, hotels, or dormitories and include a number of different types of products.