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Mathew Abraham

Senior DGM - Corporate Communications & PR | 14 Jan 2014

Be realistic in your expectations and understand that radio is a recall medium and is used as a media multiplier. Though radio is an intrusive medium, you must schedule your spots such that they don’t put off the listener. However, the optimum number of spots needs to be scheduled such that you are heard and have a recall in the clutter of all the ads.

Mathew Abraham, Senior DGM - Corporate Communications & PR, Brigade Group plays a key role in marketing the group’s residential portfolio as well as its corporate brand identity across various media verticals. With over 19 years of experience in media, public relations and real estate sectors, he has been with Brigade Group for eight years. Prior to this Abraham was with The Times of India for over a decade and played a pivotal role in the re-launch of The Times of India in Bangalore city and later the launch of its Mangalore edition.

In conversation with exchange4media’s Deepa Balasubramanian, Abraham speaks at length about how Brigade uses radio effectively to promote its residential portfolio, factors to keep in mind while creating a radio campaign and more...

Q. What makes the real estate players bullish on radio?

Real estate as a category has evolved over the years, but it is still a local player, at best regional. There is perhaps no ‘pan India’ player in the realty sector, though a few brands have made an effort to increase their market presence geographically. Real estate players are active across all media, including radio, which offers good reach in a city like Bangalore, which has the highest density of four-wheelers in the country and where people spend a good amount of their time commuting. Radio is a very cost effective medium and allows one to be innovative with the audience.

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

The target audience and the language of communication will determine the radio station that will be used to run a campaign effectively. The message has to be simple and clear without being drowned in background music. This would require you to use artists with a good voice, diction and modulation. The frequency will depend on the nature and duration of the campaign.

Q. Please share one of your most successful campaigns so far.

The Brigade Showcase 2012 campaign, ‘The End’, for our popular yearly property event was by far the most successful campaign, followed by the ‘Brigade Rubix’ promotion campaign that we ran a couple of months back, in terms of recall and response from customers, associates and well-wishers.

Q. What are the five things that one should keep in mind while investing in radio?

Be realistic in your expectations and understand that radio is a recall medium and is used as a media multiplier. Though radio is an intrusive medium, you must schedule your spots such that they don’t put off the listener. However, the optimum number of spots needs to be scheduled such that you are heard and have a recall in the clutter of all the ads.

Radio gives you flexibility in duration of spots, language and frequency. The uniqueness of a creative idea with the right mix of duration of the spot, frequency and positioning of your ad through the entire schedule will maximise your investment.

Q. Which other mediums do you focus on apart from radio?

Print has always been the primary medium for the real estate category and it can be quantified. The day your advertisement is published, you get calls and the response can be measured. Apart from radio, outdoor and digital media are used. With the rising cost of the print medium and fixed budgets, digital medium is gaining prominence as a more cost effective alternative with better targeting.

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?

Memory span is short and budgets are fixed. As marketers, you are required to get the desired results with these limitations. We run most of our campaigns during weekends for better recall as people mostly visit our projects on weekends than on weekdays. We use radio substantially for launches and events. Since the decision to buy a home is a family decision, we advertise throughout the day to reach out to all stakeholders. The number of spots and the frequency depends on the nature of events and the content involved.

Q. As a marketer, what is that one thing that you have learned from radio?

We have been consistently using radio in all our campaigns and have been one of the early players in real estate to have recognised its potential. It has definitely helped us in building our brand. You need to choose the right radio station to get across your message to your target audience and the message should be simple and easy to comprehend.

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