In a bid to create a level playing field for the smaller and medium sized advertising agencies and to fulfill the requirement to have a 360 degree knowledge of what’s happening to you and your competition’s advertising in the print media, ‘Brandsum’ a new software tool is soon to be launched by Kolkata based Brick & Click Technologies, part of Genesis Advertising.
According to Ujjal Sinha, promoter of Genesis Advertising says, “Brandsum will be India’s largest print advertisement album. A powerhouse of the print advertisements produced in the country, across all the categories and segments”. “It is one-of-its-kind product service which is all set to revolutionise one’s business and serve as one of the easiest means to track competition and stay abreast with the market,” he adds.
Explaining the features of the product Sinha said that Brandsum will be available in a user-friendly CD format and will help in culling out brand wise print advertising data and image in a holistic manner.
Delivered monthly, Brandsum will offer print advertisement archives covering all leading English publications (in excess of 50 dailies and magazines encompassing all editions, both general interest, financial and specialty publications like in-flight magazines). With Brandsum, the user can search through categories, sub- categories and brands in order to view/save original sized ad images.
Over the last two years the company has built a huge archive of print ads and are also keen on entering the Hindi and Bengali print media. Thereby, trying to increase the size of their info bank. Eventually, they also plan to cover most of the major Indian languages.
“Apart from the images, the software also helps to generate an editable (Excel) report for brands/products, containing such information as brand names, headlines, ad sizes, hue, date of release, page of release and publication in which the ads have appeared,” said Deepak Pramanik, Head of marketing, Brick & Click Technologies.
He further added, “Brandsum, presently covers more than 15,000 Indian brands for around 600 products categorized into 85 categories. It adds roughly 200 new adverts with all their release details everyday and will benefit Ad agencies, publication houses, media houses, pr agencies, research agencies, brand owners, any marketing-communication professionals, management institutes (as a study material)”.
When asked Sinha what really triggered the thought process for his company to come up with a product such as Brandsum?
He said, “It is while running a mid sized agency and competing with larger agency during pitching of large1 clients, we became aware of the handicaps that inhibit small and medium size agencies and keep them from providing the services that the big agencies can. We realized that data and information was the key and that there was a gap in getting access to this information”.
Pramanik further substantiating Sinha’s words said that today there are limitations in tracking what is happening where. Both smaller media houses and the small and medium agencies do not have the resources to maintain databases or information regarding myriad categories on a countrywide basis that is updated. Another important aspect is that advertising-related information about a category is also a vital input for decision-makers and brand managers in companies so that they do not have to depend solely on the information provided by the ad agencies they employed.
Thus, the genesis of Brandsum happened from an intrinsic faith in the old marketing wisdoms that “information is power” and “a picture says a thousand words”. Also, the paucity of real estate and spiraling cost of HR makes it a cost effective and reliable alternative for agencies, marketing departments, research organizations and media houses to maintain reference library.
The product will be initially launched in Mumbai, Delhi and Kolkata in early February. After one month of its release in these metros, the company will launch the product in Chennai, Bangalore and Hyderabad.
The product is initially being targeted at English publications. The company has archived last two years data. “The media publication owner can strategise his business using this product,” says Pramanik.
The future of Brandsum lies in bringing data and images from non-English publications under its fold. Moreover, Brandsum is exploring ways and means of archiving data from BTL activities and television. Brandsum will restrict itself initially to tracking print advertisements and based on these learnings they will take it forward.
With regard to marketing of Brandsum,“We propose to go to the community through direct contacts,” said Pramanik who has already initiated talks in Mumbai, Delhi and Kolkata.
On the price front, Sinha explained that since there is so much to do and so much scope of customization the price is not uniform or predetermined. It will directly depend on the amount of customization and effort put in the company officials. However, the cost of subscribing for a pre-decided category would be in the range of Rs.5000/- per month.
As understood from the officials, the product is also expected to have immense scope for customization. For example, the officials say that every evening they can send an email to a publication somewhere in India informing them about all the ads that came out in a pre-identified set of publications.