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Snehal Mantri

Director - Marketing | 03 Jan 2014

There is a higher degree of audience selectivity available when using radio advertisement. Advertising works by repetition. You may need to be exposed to a commercial three or four times before you take action or decision. To reach this ‘viable frequency’, radio advertising is often more cost-effective than other media.

Snehal Mantri is Director Marketing, Mantri Developers and plays a pivotal role in defining and executing several growth driven strategies which are instrumental in elevating the brand to a position of industry leadership.

As Director of Marketing, Snehal Mantri brings to the company strategic leadership through integrated marketing efforts focused towards building strong relationships with stakeholders and customers. Since the inception of Mantri Developers in 1999, Snehal Mantri is also deeply involved in the conception, planning and development of new projects.

Speaking to exchange4media’s Deepa Balasubramanian, Snehal Manri talks about the marketing objective for Mantri, her learnings as a marketer, the effectiveness of radio and more…

Q. What is your marketing objective from radio?

Despite the rise of social media and the ease in availability of other electronic media, radio remains an effective channel of promotion till date. We have always seen radio as a cost effective marketing tool with the best ROI. A skillfully written commercial leaves listeners with a sensory image of the product. Also, in addition, radio acts as a medium to enhance the reach or impression created through other channels of advertising like print and outdoor.

Q. What are the key things to keep in mind while creating a radio campaign?

The best thing about radio advertising is its ability to harness the imagination of listeners. To capture the imagination of the listeners, the jingle needs to be an absolute clutter breaking one and should have the right frequency and should be sustained over a long period to derive any tangible benefit. Also, the duration and the time of the campaign play a key role in capturing the attention of the audience.

Q. Which has been your most successful campaign so far?

The radio campaign that we conducted for Mantri Alpyne during its launch was a great success for us in terms of generating enquiries for the project. Also, I would like to highlight one of our initial radio campaigns, where we used our company theme song, which became extremely popular through radio ads and generated very good brand recall for the company amongst the listeners.

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?

There are multiple factors that affect the decision on spots, frequencies and market. It depends on the scale and budget of the campaign, the nature of the product and also the target audience. When we are promoting an offer, weightage is given to frequency to generate higher recall. Yes, radio is a tactical medium and used for frequency. It helps in reducing wastage and in that manner helps in driving footfalls to a desired location. It’s a reminder medium and works well in conjunction with print. It helps to drive the last mile before closure of a decision or an action.

Q. What is the one thing that you have learned from radio as a marketer?

There is a higher degree of audience selectivity available when using radio advertisement. Advertising works by repetition. You may need to be exposed to a commercial three or four times before you take action or decision. To reach this ‘viable frequency’, radio advertising is often more cost-effective than other media.

Q. Please share your marketing mix. What is radio’s share in Mantri’s marketing mix?

Currently, we use radio depending on target audience and the marketing objective of the particular project. I am sure radio has a good future when used judiciously.

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