In its bid to reach out to a wider audience, Snapdeal.com has appointed K-Factor as its ad agency, who have recently come out with the first ever television commercial for the group buying website. Karishma Initiative has been brought on board as the media agency.
For all the advertising work, Snapdeal.com has appointed K-Factor to handle its creative duties, while Karishma Initiative has come on board for media duties, along with APPPL, which has been around for a while. “We had called several media buying agencies and settled on Karishma Initiative as the new agency on board along with APPPL, with whom we have been working and continue to work. We have also appointed K-Factor as our ad agency and they are ones who have done our first TVC,” Sandeep Kormavelley, Head, Marketing, Snapdeal.com, shared.
Speaking on the strategy and thought process behind connecting the brand with TV advertising space, Kormavelley elaborated, “We saw virtual demand for local services and launched snapdeal.com in February last year. It is a platform where we ensure local service meets its demand and we have found a lot of acceptance. Today, we are among the top 35 websites in India. We have been successful in the online space and now we have thought of reaching out to a wider audience. Television is one of the mediums through which we are assured of more awareness of our portal and that is the sole reason of choosing to come out with a TV commercial.”
The company has had its share of experience with radio advertising already. Kormavelley informed, “We started with advertising on radio stations since our focus is on local services. It has been 5-6 months now and we have covered six cities – Hyderabad, Chennai, Pune, Delhi, Mumbai, and Bangalore. We had done a radio campaign in December 2010, which will be launched in the next week or so for Delhi, Mumbai and Bangalore.”
Radio and television are the two tools of communication that have primarily attracted company’s attention. When asked why it had not focussed as much on print advertising, Kormavelley replied, “We have experimented with the print medium as well, but the sense of credibility you get from TV is far better. Effectiveness of print is something we are not sure of, and driving the consumer to online from offline advertising is also very challenging.”
According to company’s data, the e-commerce portal, which features one retail service every day, across various cities, with an attractive offer, has enabled an estimated saving of over Rs 5 crore for its customers. There is an average saving of around 65-70 per cent at popular restaurants, spas, salons, and movie theatres, among others, availed through the website.
And since the nature of the business is completely Internet-based, online advertising is another significant area being looked into. Kormavelley added, “For online promotions, we have our official presence on social media to online advertising. We are applying regular online tools such as Search Engine Optimisation (SEO) and Social Media Marketing (SMM). Various partnerships and tie-ups help us in getting direct traffic to our website and we are quite active in that sense.”
On being asked about the response of consumers after the launch of the TVC, Kormavelley replied, “We are predominantly focused on the youth platform and the TVC has broken mostly on lifestyle channels. It hasn’t been long enough since the campaign’s launch. February is a good time when we will know the real response and get a clear idea.”
For local retail services, snapdeal.com acts as a powerful performance-based marketing channel to acquire new customers, while reaching out to a large base of prospective customers without spending anything upfront on branding or advertising. As per the merchants, generating more than 1,000 customers within a span of two days was the best marketing investment and hence, the affinity towards Snapdeal.
The company plans to work on a similar model in markets like Sri Lanka, Bangladesh and Singapore.