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Tapping the power of experiential promotion

03-August-2004
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Tapping the power of experiential promotion

“Do you know the name of the model who stars in Lakme’s new television commercial for ‘Dual Definitions’?” asks a pretty girl at the swanky LifeStyle Stores located at Parel, a suburb in Mumbai. No prizes for guessing the right answer. Because, most people are quite familiar with Katrina Kaif. Yet, if the answer is right, the shopper gets a gift pack which contains a dual sample of Elle 18 lipstick and nail polish.

Now the million dollar question is: Why does Lakme Lever give an expensive gift to a person who answers such a simple question? The answer is quite simple, says an FMCG analyst in Mumbai: “It’s merely a consumer promotion to promote Lakme brands. These days, cosmetic giants like Lakme and L’Oreal host such promotions to lure beauty-conscious women to many lifestyle stores.”

At the outset, Lever’s latest initiative may appear to be a mere consumer promo but there’s a different angle to the whole exercise, observes a leading advertising professional in Mumbai. “These days, it’s quite expensive to conduct a market survey to measure the effectiveness of any television campaign. So, Lakme must have opted for a less expensive route such as this,” he reasons.

Echoing similar views, Contests2win CEO Alok Kejriwal opines that consumer promotions are generally aimed at highlighting the product’s benefits at such lifestyle stores. “Obviously, the intention here seems to be different. These days, some companies host such promotions to gauge the recall of the ad and to measure its effectiveness. Instead of hiring a research agency, these companies directly interact with consumers this way. It’s quite common in foreign countries,” explains Mr Kejriwal.

Innovation seems to be the name of the game in the Indian marketplace today as savvy marketers opt for novel ways to measure the impact of their television campaigns.

On Lakme’s new consumer promotions, comments Manju Mehta, a frequent visitor to LifeStyle stores: “These days, some companies do not highlight the benefits of the brand while conducting consumer promotions. Nor, do they talk about the unique features of the brand. They ask questions about their advertising campaigns.”

Clearly, Indian marketers are chanting a new marketing mantra— ‘Consumer is king. Connect with him directly to know the impact of advertising campaigns’.

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