Samujjwal Ghosh, Head – Marketing, Lodha Group
Usage of radio is aligned to the concept of city-level advertising, which is the core in real estate. Also, it is a vital supplementary medium for print media. Data suggests that in SEC A and AB the reach is 32 per cent on an average through radio. Undeniably, the target ability of radio has helped us, and being a low cost media, it becomes a part of our media plan for high intensity campaigns.
Published - 20-September-2013
In conversation, with exchange4media’s Saloni Surti, Ghosh speaks about radio as an essential marketing tool. Q. What is your marketing objective from radio? The major objective is to create awareness about our brand or an ongoing promotional offer. Radio is a powerful ancillary for ensuring ‘call to action’ from print and other media. It works well to create recall of our advertising in other media during those times of the day when the TG may be travelling or at leisure and tuned in to a radio station.
Q. Which has been your most successful radio campaign so far? The ‘Golden Life’ promotional campaign done in September 2013 for Casa Rio Gold was by far the most successful. With an engaging jingle, coupled with a promotional offer, this campaign generated relatively higher number of responses even during weekdays.
Q. Radio has both economies of scale and target ability. How has this helped the Lodha Group? Usage of radio is aligned to the concept of city-level advertising, which is the core in real estate. Also, it is a vital supplementary medium for print media. In this sector, one of our TGs is the service class, and most of this group listens to radio while traveling to and from work. Especially during morning and evening traffic (peak) hours, the listenership is high and we can reach out to this TG directly during weekdays. Radio helps us to touch base with this TG in a coherent way. Data suggests that in SEC A and AB the reach is 32 per cent on an average through radio. Undeniably, the target ability of radio has helped us, and being a low cost media, it becomes a part of our media plan for high intensity campaigns.
Q. Most radio stations have increased prices recently. What are your views on it? Being advertisers in this medium, it does affect our annual consumption on radio. However, the other way of looking at it is that channels earn the loyalty of a certain TG over the years, and it is a business need to leverage the same. Besides, a rate hike also helps in narrowing down the advertiser base and reducing clutter to some extent.
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? In general, the creative thought behind the campaign takes precedence. If it is about building the brand and telling a story, we go for longer duration of spots and cut down on the frequency. When we are promoting an offer, higher weightage is given to frequency to generate higher recall.
Q. What is the one thing that you have learned from radio as a marketer? In the past few years, we have resorted to using radio as an ancillary to other media and this has worked towards our objective of creating brand awareness. Some other players rely more heavily on this medium and use it as a solitary media to drive responses/ sales. Radio offers the flexibility as per a brand’s requirement, and lets the marketer decide the level of engagement he/she is looking for.
Q. What, according to you, is the one thing to always keep in mind while investing on radio? Beyond the necessary interplay of spots and frequency, the position of your ad in the entire schedule is critical. A minor change of positions in the ad sequence is the real difference between getting noticed by the TG and getting lost in the clutter of ads.
Q. Please share your marketing mix. What is radio’s share in Lodha Group’s marketing mix? Typically, for a campaign which integrates all media together, beyond print and outdoor, we allocate about 30 per cent to remaining media.
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