Top Story


Home >> Advertising >> Article

Use personalisation to drive sales: Shashi Sinha

Font Size   16
Use personalisation to drive sales: Shashi Sinha

Personalisation at a media agency can drive active sales, said Shashi Sinha, CEO designate of IPG Mediabrands India, while commenting on the theme for IMPACT’s eight anniversary issue ‘The age of personalisation’.

“I am a great believer of personalisation of media. At Lodestar, it is not only about media placement, but also about conversion,” said Sinha.

“For Tata Nano, we track leads of people who are going to buy a car in the near future. We then contact them through a calling programme and send the feeds to a dealer, who converts it into a sale. So it is almost like a CRM programme, but the media agency is doing it. We started off in Bangalore last year, and now it is running in seven big cities. Almost eight per cent of sales of Nano in those cities are coming through us on a monthly basis, which is a very admirable number. This is being monitored at the highest level in Tata Motors, but it is a Lodestar project. So, while people are talking of personalised media, I am talking of personalised sales. It is a very successful pilot project,” he further explained. 

Personalisation is a way of getting into different markets or defining a unique TG, and at the highest and most complicated level. There may be categories such as tea where the packet that goes to every individual state has a different blend, but the same brand name. Many brands have reached out to the pockets of strength by cracking the mix that works to the taste buds of that market...Tata is a pan-India brand but has slightly different blends in different markets.

For a marketer, there is media personalisation, communication personalisation and product personalisation. When Ariel bar was launched by P&G about 18 years ago, it had different ads in different markets. All of it was about the basic benefit of the bar, a great stain-remover. The situation and the context varied. In Tamil Nadu, Mani the driver with ‘puri’ stains on his shirt was very different from the typical West Bengal ‘babu’ getting blood stains on his shirt at a fish market. In Maharashtra, there was the child whose PT teacher wanted to see him in a great white uniform. Each was created with insights about housewives in that particular market.

“The most complex thing is product personalisation, difficult from the inventory and cost management standpoint,” observed Juhi Ramakrishnan, Director, mConsult of GroupM.

Kalyan Jewellers in the South now has an Amitabh Bachchan ad to carry it into the Hindi-speaking markets. In each market, the communication and product are customised. In Tamil Nadu, it is emotion-driven advertising, in Kerala it is more logic-based advertising and the product mix is completely different in each market.

The colas have customised communication to some extent, because they have realised that a North Indian movie star actually doesn’t have the same pull in the South. Even if it is Aamir Khan endorsing Coca-Cola, there is somebody else doing it in the South.

Another example is tailoring. Up to 1995-96, tailoring was very big; ready-made garments were not even 35 per cent to 40 per cent of the overall men’s wardrobe. Then came a wave of ready-mades. Now, tailoring is ‘bespoke’, it has come back in a big way for men with a discerning tag. Brands such as Reid & Taylor have come back. In women’s garments too, there is huge customisation in the mid-segment.

“In almost all stores, companies are focussing on service and that is adding up to personalisation,” says B Nagesh, Vice Chairman, Shoppers Stop.

Brands today are tailoring their efforts like never before. However, marketers must balance their efforts with concerns over consumer privacy as they are awash with more data than they once dreamed possible. Analytics has become a big part of a brand’s journey, as the aim is to cash in on individual behaviour patterns.

Tags Shashi Sinha IPG Mediabrands India Personalisation IMPACT Tata Nano ariel Coca-Cola Juhi Ramakrishnan mConsult B Nagesh Shoppers Stop Amitabh Bachchan

Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

One of the latest entrants to the IPL club, Kent RO Systems recently announced its sponsorship deal with Kings XI Punjab

The shortlists in the Media, Publisher, Creative and Branded Content categories are now up on the website

According to BARC India data, English news genre grew by 2.76 per cent whereas Hindi news genre saw a 30 per cent growth during North East Assembly elections results on March 3