With more than 800 employees across 45 stations,the Reliance ADAG FM radio operator Big FM has allocated approximately 45 per cent of its marketing budget to street
level marketing as compared to the 30-odd per cent in the earlier years. Some of its street marketing initiatives that Big FM had been running include ‘At Work
Marketing’ targeting adult male, Residential Welfare Associations (RWA) targetting women in the age group of 25 and above, and Campus 927 to name a few. These campaigns have been running throughout the year.
In a conversation with exchange4media, Anand Chakravarthy, National Head Marketing, Big FM shared more on its marketing initiatives and its priorities for 2009.
Chakravarthy explained, “We believed from the day one of our launch that the brand cannot be built taking traditional marketing as a springboard. Radio is a very
different medium as compared to other in the sense that its a very local and highly interactive medium. If either of the two is missing, then that brand is not using the true power of radio. It is this strength that allows you to create an interaction with consumers which no other medium can offer. Therefore, we have developed the street level marketing where-in we take the FM station to the consumers.”
The key priorities for Big FM’s national marketing head will be innovations in promotional activities, market expansion in tier II cities where there is not much competition and to gain market share in the metropolises.
On the FM phase III plans Chakravarthy said, “We are looking forward to final announcement from the government and I think one would definitely see us expanding our reach across the country. We are hoping that government officially announces the phase III and that these two opportunities- sports commentary and news are opened up.
News is a great opportunity and the history of radio across the world tells us that whichever country opened to news on private FM, the category only grew faster and therefore truly attaining it’s full potential.”
The days are long gone when Mumbai was dominated by a single player. The spot for number one position in Mumbai cannot be claimed by any one player as the city keeps throwing surprises in terms of ratings. “The Mumbai market is seen as a challenge everyday. What the market needs today is a clear differentiation in the players and the listeners are obviously not seeing too much differentiation. The market is not clearly distinct for the listeners. I believe that in a few months, we will have more differentiation in the content of FM channels.”