A slow economy demands more convincing by brands and marketers for consumers to buy their product. More convincing implies stronger advertising and marketing which in turn implies a strong ATL (above the line) and BTL (below the line) combination.
Radio, being a non visual medium, always uses on-ground activations like no other medium does. However, with the increasing need of a strong advertising package, the use of on-ground activations emerged as a property in contrast to its earlier ‘only media multiplier tool’ image.
“I think nobody has created buzz in the media in activations as radio has. Radio understands and utilises the power of activations. Activation might not be only on-ground, but an over all package of RJ mentions, on-air spots, etc. Most of the radio stations have specialised teams who come up with ideas and give solutions,” said PM Balakrishna, COO, Allied Media.
Activations may not always be designed for a particular client, but might have such characteristics that will get the concerned clients to come aboard and interact with their target audience. For instance, Fever Entertainment’s Ben 10, which was sponsored by Renault and USA Pears. The event gave both the brands an opportunity to go all out to interact with their consumers through the event.
The year 2012 witnessed a number of large scale on-ground events such as Radio City’s Gully Premier League and Radio City Super Singer. Red FM’s live concert with Yo Yo Honey Singh, Radio Mirchi’s Bus Itna Sa Khwaab Hai, Big FM’s Total Quartz Safety Run and Windows 8 campaign. In fact Windows 8 radio campaign had a unique on-ground element to it. Apart from on-ground demonstrations and promotions, bytes of Windows 8 users were aired to give listeners a true idea of the experience.
Having said that, the truth is that brands still hesitate in using on-ground activations and exploiting its potential. “Few players are experimenting with it; but the issue is mostly to do with RoI and the cost that one pays for it. CPC being higher, few clients are, in my opinion, avoiding it,” said Anil Sathiraju, AVP & Head - South, DDB MudraMax.
While activations bring the whole action alive, giving the target audience an opportunity to touch, feel and experience the brand, digital has now emerged as an effective medium to reach out to the audience and create engagement at comparatively lower investments. Keeping in mind the growing importance and convenience of digital and the increasing need of BTL activities, can one look at digital as the new activation tool?
Commenting on the importance of digital as a media multiplier tool, Ashwin Padmanabhan, Business Head – North and South, Big FM said, “Digital is relevant for all product categories; the choice is purely driven by the availability and quantum of audiences relevant for a particular product. As for activation, it helps in providing product experience, touch and feel sampling as well in the rural scenario and basic reach in media dark markets.”
Most of the initiatives (on-ground or on-air) are promoted on digital through SEO, SEM or social media, thus making a digital an ideal media multiplier tool. Digital also helps build engagement almost on daily basis.
“Digital can service the music needs of Indians across the world. About 27 per cent of listeners are online and growing; thus, making the need for this transition important for us. Ground activations have a personal touch whereas digital is digital,” said Beenna Makheja, Manager – Finance Operations, Zenith World.
Digital has a strong stand; however, not at the cost of activations. Experts point out that both the platforms have inherent strength which can be indeed useful when used together. For instance, Radio Mirchi’s Spell Bee conducted the first phase of the competition with an on-ground exercise and concluded the initiative with an online test.
“Both media has its own strengths, and both equally contribute to the impact. While on-ground can give you touch, feel and experience the brand, digital helps build engagement on almost daily basis,” said Harshad Jain, Business Head – Radio and Entertainment, HT Media.
Jain explained that the trend is clearly to get a good media mix that can amplify the impact. Both digital and on-ground complement each other.
Digital and on-ground do not only serve an array of options, but also make radio advertising very strong. Weaving on-ground and digital in a campaign so as to use the inherent strengths of both the tools is surely the way to go.