Beating the general slowdown trends, Big FM claims to be seeing a good year in 2009. The priority for 2010 is to get more number of clients to use this medium and in a manner that would highly benefit them.
Big FM has also made some key appointments in recent times – Sailesh Bijlani has been brought in as Cluster Head for Maharashtra and Goa; Alok Katariya has been appointed as Cluster Head for Madhya Pradesh; while Tapan Mahadevia is the Cluster Head for Surat. All three are reporting to Arjun Singgh Baran, Regional Director – West, Big FM.
exchange4media caught up with Baran to know more about the growth plans and the strategy ahead for Big FM.
While the economic slowdown has affected the Indian radio industry as well, the impact has not been as severe as in the case of some other industries. In fact, the slowdown has brought in newer brands on board, two of the reasons being that radio is a cost effective medium and has a higher reach. What Big FM has been doing to bring in new advertisers and retain the old ones is mid-evolve and post-evolve analysis, wherein the FM station shares what it is doing on-air and on-ground during the campaign and the overall results post the campaign.
Elaborating on this, Baran said, “We’ve got a concept called ‘Finish Strong’, formulated by Tarun Katial, COO, Big FM, and Praveen Malhotra, National Sales Head, Big FM, for every big client and every big campaign. At the end of it all we do something special for the client on-air or on-ground, which they did not expect, just to see that the campaign is good and that it gets value for clients. This is one way where we give the clients more than what we promise and we ensure that they come again.”
He further explained, “Most of the advertisers in the western markets are themselves not well versed with marketing. What we try and convince them is that the FM radio medium as good as any other medium to advertise their products. Fight in the smaller metros is not about numbers but about convincing them to advertise and how it would benefit them. We use Indica Research, a reputed external agency, in all our markets.”
Some of the new advertisers that have come on board in the western region include O Chai, a green tea brand, and Ankur Salt. However, educational institutes and telecom companies still remain some of big time advertisers on FM radio.
Baran pointed out, “For the FM radio industry, the economy turned out to be a blessing in disguise as we saw a lot of brands come on board because the medium is cost effective, and this trend I believe will continue. My priority in the year 2010 will be to get more number of clients to use this medium and in a manner that would highly benefit them.”