Chief Marketing Officer, | 26 Jun 2013
Radio offers maximum reach, especially in a city like Mumbai, where people spend half their day commuting. For retail brands, radio plays the role of a very important low-cost medium as they get tailored catchment area and have the opportunity of targeting well.
Bharat Dhuppar has over two decades’ experience in the hospitality and real estate sectors. As Chief Marketing Officer of Omkar Realtors, Dhuppar looks after the sales, marketing and CRM functions of the company. His realty domain expertise encompasses planning & construction, sales & marketing, finance & investments, legal & liaisoning, and customer networking with an indepth exposure to Biotech, IT, SEZ, residential and retail project development.
In conversation with exchange4media’s Saloni Surti, Dhuppar speaks as a veteran radio client and how the medium has helped a real estate company such as Omkar Realtors achieve its marketing goals.
Q. What makes the real estate players bullish on radio?
Real estate is a local play and thus, radio is the best media for it. We reach out to our target audience city wise and radio is the best option as it gives us the opportunity to tailor our content. Radio has the potential of creating street wise ads to state wise ads, depending upon the characteristics of the campaign and the target audience.
Q. What are the key things to keep in mind while creating a radio campaign?
The campaign message has to be very clear and should have a strong intensity. A number of times, the message tends to get diluted in the ornamental music or the high beat theme songs, thus brand message should be integrated intelligently. It is also very important that the campaign has the right location, right timing and is available across mediums. With the increasing number of players leveraging this medium, the number of ads has gone up considerably. Right location and timing will help in getting across the radio spot to maximum number of people in an effective manner.
Q. Which radio campaign for Omkar Realtors has received the best response so far?
Our Altamont campaign received very good response. The campaign showcased the facilities in a very different manner. It had a very strong script and was narrated extremely well. With the kind of traffic in Mumbai, radio stations get more stickiness. While the booking numbers might have not received as much impetus from radio as from other mediums, it managed to create a recall value like no other medium.
Q. Which other mediums do you focus on apart from radio?
If we were national or international, we would use other mediums. But we are just local and thus, radio suits us the best. It is not just about the money, but radio is suitable to us even from target audience point of view.
Q. Usually radio is used as a medium of frequency and for tactical purposes. How do you usually decide on the number of spots, frequencies and markets for a particular campaign?
If we are doing a massive launch, we need a 360-degree approach. When we target radio, we see what is the best time to influence our audience. We make sure that the frequency is strongest or else in the clutter the advertisement might just come and go and listeners will not even realise it. When good content is added with strategic placement, radio spots become a lot stronger.
Q. What is the one thing that you have learned from radio as a marketer?
I always knew it, but for others I would like to say it, never miss radio! Radio offers maximum reach, especially in a city like Mumbai, where people spend half their day commuting. For retail brands, radio plays the role of a very important low-cost medium as they get tailored catchment area and have the opportunity of targeting well.
Q. What, according to you, is the one thing to always keep in mind while investing on radio?
The one thing to keep in mind is that the spots should have a very high frequency, otherwise they are likely to get missed out in the clutter. While the radio spots should not irritate the listener by being played again and again, they have to be strategically placed so that they manage to come to everybody’s notice, yet remain non-intrusive. We have seen good response through radio so far, and we plan on continuing with it.