Allied Media Integrated, the media arm from Percept Holdings, has announced the launch of Engagement Planning Process (EPP), a 360-degree media solutions company that aims to be a systematic process oriented model panning across the classical ATL and BTL media.
According to an official communiqué, a typical engagement platforms plan would include print, TV, cinema, radio, online, mobile, captive OOH, PR, events, alliances, exhibitions, seminars, ground promotions, tele-marketing, direct mail, and would cut across criteria like brand connect, buzz, brand experience and consumer activation.
Shripad Kulkarni, COO, Allied Media Integrated, observed, “Today, when the economy is on a roll and consumers are spending freely, marketers are being forced to respond far more quickly and yet maintain a refreshingly different identity in the consumers’ mind.”
“Media itself is going through a metamorphosis. Interactivity, changes in form and format, the impending digitisation and convergence are already proving to be a heady mix. Never before in the history of marketing has there been such a dire need to get both ATL and BTL on the same platform. With the help of a researcher and statistician, and using TGI research, Allied Media has evolved an Engagement Planning Model to conceive, plan and execute the ATL and BTL media planning and buying in a way which is an evolution ahead,” Kulkarni explained.
The communiqué explains that the EPP model will address various stages in the communication process like market place, a current and future roadmap for the brand, and a media map. Elaborating on the differentiators for the model, the note added that the model is three-dimensional that helps in the search for communication platforms, thus revisiting the communication task, and delves into the product and media aperture to create an output.
The three types of platforms that have been probed for are a Unique Communication Platform – to amplify the key brand proposition; Experiential Platform – to deliver product experience; and, Activation Platform – to bring consumers closer to sale.
The communiqué also mentioned about the Evaluation Matrix, which is a comprehensive evaluation rating of communication platforms. It uses a 6x1 Score Matrix covering not just 3+ reach, but also Connect Score, Buzz Score, Experiential Score, Activation Score and adjusted CPRP.