Space is the limit for WorldSpace. It certainly seems so considering the new marketing strategies being employed by the satellite radio. Recently, the satellite radio had an entire branding campaign for Bangalore. Once established there, they moved on to Chennai and now the plan is to look northwards.
“We are going to increase our sales, marketing and distribution activities to penetrate Delhi, Mumbai and Hyderabad by the end of 2005,” said Sanjay Ramakrishnan, Director-Consumer Audio Business. As part of this strategy, the satellite radio has plans to initiate experiential marketing in all these three cities. “The experiential lounge has worked well in Bangalore and Chennai, and we plan to launch this in other metros in a phase manner in 2005,” he added.
Interestingly, this is the first time that experiential marketing is being implemented in India. WorldSpace is introducing this by offering customer lounges wherein he can listen to the music of his choice on any of WorldSpace channels. The customer has the benefit to enjoy the experience till whatever time he wants. He also has the benefit to purchase WorldSpace satellite radio receivers off the shelf and get subscription too.
Asked about the strategy, he explained, “The basic idea is to make the customers feel at home. You can only acquire and retain more customers if you give them the time to enjoy the product. Also with experiential marketing endeavors we give them enough information to make a purchase. Moreover, it is not the same as a consumer seeing an idealized experience in a TV, print or radio ad.”
“Satellite Radio is also a new concept in India and our research has shown that getting people to experience the service is an effective way of communicating various aspects of the service,” he added.
WorldSpace is also looking at communicating differently. As part of the branding initiative the satellite radio is looking at small marketing events called ‘WorldSpace Live’ every month. “This event will promote the brand and will be held either in these lounges,” he said.
In January, WorldSpace plans to aggressively market its brand with a campaign running across radio, print and outdoor in Bangalore and Chennai, Ramakrishnan disclosed.