Brand Communication Symbiosis May 7th, 2011 www.vivekshukla.com
Bark up the right tree, at the right time, in the right tone, with the right message, through the right medium and within the right budget www.vivekshukla.com
Right Tree www.vivekshukla.com
Talk to the Internal Tree First www.vivekshukla.com
Select External Tree Carefully If you try to be everything to everyone, you end up being no one
Soliciting ‘paid’ patients from ‘free’ camps is barking up the wrong tree
Right Time www.vivekshukla.com
Timing Blunders- Examples Health Tip on FM radio in the Evening Press conference when Aishwarya Rai is in town Half marathon in peak summers Press release on the day India wins the World Cup www.vivekshukla.com
Right Tone www.vivekshukla.com
Communication starts with Listening What do they read? Who Pays? Who influences? Where do they shop? What are the values & beliefs? Where do they live? Who else is talking to them? www.vivekshukla.com
Product Brand connect is possible only with positive emotional tone of communications Features Benefits Economical Tangible Emotional Negative Positive www.vivekshukla.com
Right Message www.vivekshukla.com
A Muti-Speciality Hospital Arya ENT Hospital A Muti-Speciality Hospital
www.vivekshukla.com
Clutter Stinks
What Makes it Good - Checklist Intervention Entertainment USP Action Emotion www.vivekshukla.com
Right Medium www.vivekshukla.com
Various medias at various levels Internal JSM Posters Events Magazine Operational POC Standees/Posters External Ads PR www.vivekshukla.com
Public Relations Advertising Non Paid No Control Paid Full Control www.vivekshukla.com
PR Media Print Electronic Events Web www.vivekshukla.com
Outdoor Electronic Print Digital Others Advertising Media www.vivekshukla.com
Right Budget www.vivekshukla.com
Half the money I spend on advertising is wasted Half the money I spend on advertising is wasted. The problem is, I don’t know which half. -John Wanamker www.vivekshukla.com
How much do I spend? Percent of Sales Competitor Benchmarking Life Cycle Position Effectiveness of a Media PR vs Ad balance www.vivekshukla.com
Barking up the wrong tree, at the wrong time, in the wrong tone, with the wrong message, through the wrong medium and within the wrong budget can leave you stuck mail@vivekshukla.com