Diwali is an occasion when marketers go berserk with offers and shoppers are expected to spend with gay abandon. Big business opportunities present themselves at every corner so how do you ensure that your brand stands out in the welter of ads, hoardings, pamphlets and other promotional paraphernalia? How sure are you that it reaches your target audience? Did you get enough bang for your buck?
The Chennai branch of OgilvyOne Worldwide, the direct marketing arm of Ogilvy & Mather Advertising, has seized the occasion not only to garner some business but also to create awareness of the efficacy of direct marketing (DM). It has put together some exclusive festival deals for about 25,000 high net worth individuals of its larger database.
The participating brands are Royal Sundaram insurance, Prince Jewellery, BusinessWorld (which is also a client of the ad agency), Ebony department store, Casablanca, a clutch of opticians, O'lander, a furniture store, and Pothys, the apparel mega store in Chennai.
According to company sources, direct marketing is still a nascent phenomenon in Chennai, with only a handful of brands adopting this practice to reach their customers. This Diwali package aims to expose marketers to the potential of DM at a "not-so-prohibitive" cost. It's an effort to bring a group of individual, unique high-profile brands to cut through the clutter and is in line with OgilvyOne's standards of raising the level of DM, building effective relationships with customers and increasing awareness of DM's usefulness.
If these brands were to take up DM on an individual level, the costs to source names from a database, design and print mailers and mail them would be far beyond what they have now incurred as a part of this exercise. This way, the costs were contained between Rs 75,000 and Rs 1 lakh per marketer and while the income for OgilvyOne was "not huge", there were other payoffs such as greater business opportunities.
OgilvyOne planned to make this a regular practice every few months, though on a smaller scale. Next on the agenda is a 52-card pack where each card would offer an exclusive deal to the members of the database. A few packs would also be given to the participating brands for distribution among their own high-value clients. There are plans to brand these packs as well.