Building Your Brand during Festival season

India is a nation of festivals.
And this period between September to December is the period where fortunes are made.
Ganesh Immersion, Navratri, Dauserra, Diwali, Christmas and New Year.
Marketeers spend 70 % of their advertising budget during this period.
Consumers know that they will get best discounts during this period and they are ready to open their wallets.

If you are selling anything for a living (who is not?), you cannot afford to miss this opportunity to build your brand.
There are simple ways to take advantage of this once in a year opportunity.

  a.Gifting is cool marketing idea
Why gifting is such a great idea?
We are now in the “Relationship Era.” I believe one of the best ways to form or strengthen a relationship with your customer is through gift giving.

By giving shoppers a gift, retailers can truly change consumer behavior and create profitable new visits.
Why do these retailers give away free money?

Because it works.
Gift cards are 10 times more effective at driving customers in the door than any other promotional activity.
Consumers are bombarded with more offers and coupons than at any time in history. Look at Amazon, Flipcart and other online marketers.
And the more offers or coupons are given, the less responsive the consumer will become in future.
To stay competitive, retailers will need to shift funds from couponing and deals to far more efficient and effective gift marketing.
You need Brand visibility to build association and corporate gifts are a great branding tool.
Gifts are highly engaging and somewhat irresistible. They are relationship enhancing.
Gifts give physical representation of your business, allowing customers to touch and feel it.
They remember you first, when they need your service or product in the near future.

Gifting is now catching on with brands as a way to connect with consumers.
So why aren’t gifts a core part of every marketing plan?

Four simple tips for gifting:
a) Have your company’s logo, name, USP and color embodied on the gifts. It builds strong association.
b) Choose gifts that are unique. Customers remember you by uniqueness.
c) Always Choose quality gifts. Don’t be a cheapskate and save money here.
d) Don’t feel guilty-gifting is not a bribe, unless you are giving E-class Mercedes Benz.
Remember, Gifts define the giver, not the receiver.

  b.Best time to launch your New Products
Consumers are in a mood to spend.
They don’t mind experimenting with new products.
Even small brands sell during this period.
In fact, smaller brands sell more, as they can give better discounts than bigger brands.
Well established big brands cannot afford to go over-the- top on discounts-as they are having a large customer base

Festival season is the perfect time to launch New Products.
You can showcase your new products to large number of interested consumers in a short time.
Your introductory discounts will make more meaning during this time.

  C.Dress up for the season
Create a festive mood around your on-line and off-line presence.
Create a new landing page for your web site.
Make festive design changes on your home page (learn from Google).
If you are in a consumer product category, give some innovative twist to your offers.
Amazon, Flipcart, snapdeal and other on-line companies keep on giving new offers almost every month to seduce their customers.
Your office should also get a Festival makeover.
Marketing is all about creating a positive perception.
Your visitors must get a feeling that they are dealing with happy and successful company.
And everybody wants to do business with successful companies. (Even if you had a terrible last quarter !). Create perception that you are in an accelerator mode.
Branding is about creating a positive perception.
And festival time gives you a unique opportunity to do so.

Wishing you a great season ahead.

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