360 Degree Marketing and Sales Model

360 Degree Marketing and Sales Model align all the activities, agencies and vendors towards the achievement of the company’s goal.

This model helps to maximise the ROI (Return on Investment).
The ROI is measured in real terms and is monitored on real time basis.
The actions are taken accordingly in order to get desired results.Every marketing activity starts with a goal.
To achieve that goal, different activities are planned, different agencies and vendors are hired.
All the agencies and the vendors are controlled by the marketing managers of the companies.

Sometimes, the activities are aligned but the vendors and agencies are not aligned. Secondly, the marketing plans do not monitor sales on real time basis. The measurement of ROI is also done on factors other than sales. The misalignment of marketing and sales leads to erratic results.

In order to solve this problem, the 360 Degree Marketing and Sales Model came into existence. In this model, all the activities are optimally planned. Secondly, alignment and monitoring of all the activities are done on real time basis. All the parameters point towards the product sales.

First of all, a product analysis and a market survey is done in order to understand the brand positioning and market potential of the product in a particular area. The target audience is identified and sale targets are set.

After selecting the towns and the respective villages, advertising activities and tools are selected and planned.

Experienced field manpower is recruited as required.

A financial brick is developed around which the whole building of marketing campaign is built.

The model starts with the data collection supported by a call centre and branding activities.
The leads are generated and converted through field force and followed up through call centre.
The branding is done at retailer level, in the selected villages and towns.
Electronic media and print media is used for the mass campaigns and digital media is used for specific hitting.
Sales are monitored and actions are taken as per requirement.
Reports are generated on daily basis and sales are ensured.
After the completion of the campaign, the feedback is taken and planning for the next phase is done.

The 360 Degree Model can work wonders, it is explained as follows.

Product and Market Analysis:

Market survey is done by interacting with dealers, distributors and retailers. The customers are interviewed for more clarity on the product clarity and brand positioning. On the basis of the earlier sales report and confidence of the distributors, specific dealers or retailers are selected. This retailer selection helps in selection of area for operation. With the help of the retailer’s geographical area, the target audience is selected. This is how we get the number of retailer shops to be covered in a particular area. This number will help us in multiple ways to calculate the branding cost and sale conversion ratio.

Sales Target and Target Audience:

360 Degree Model analyses the sales target and then plans the areas to be covered. After the retailers are finalised, a survey is done with the retailers about the area which is connected with that particular retailer. The target audience is finalised and branding is planned for the selected areas, with may include towns, some villages and market places. The target prospect is defined and identified correctly. The number of prospect touch points are finalised and the campaign is started with a specific sales conversion ratio. The sale conversion ratio is finalised on the basis of the analytics of the previous experiences and other factors.

Selection of Towns and Villages:

The list of towns and villages is taken from the retailers. The particular town or village area which come to a specific retailer is identified with the help of the retailers. Village population, distance from the nearest town, brand positioning are some of the factors behind the selection.

Advertisement Tools Selection:

Many advertisement tools can be used for the 360 degree model. The campaign starts with designing services. Communication design should be in the local language, taking into account the local culture as well. The design and the translation should be done by the proper agency which knows about rural India and connects with the respective regions through nativity. The colours and the messages should be very simple and clear for the people to understand. The communication should connect the brand with the people.

For mass media campaigns, we need videos to be designed. Video content should be in the regional language and should be in the local dialect. The culture shown should also be local. The dubbed advertisements, as normally used by many FMCG advertisers, lose their effectiveness and connection. An advertisement showing a Punjabi guy but dubbed in Bhojpuri will not connect with the audience. Telecast of the videos should be done on the regional and cable channels. There are many local newspapers and magazines like Agro One in Marathi and Kheti Duniya in Punjabi and Hindi prevalent in Punjab and Haryana that should also be used for the better reach of the brands.

The outdoor campaigns are required for village to village interaction with the customers. The best way to connect with customers is vehicle campaigns. Be it a political campaign for the PM candidate or the campaign for Swachh Bharat or the LED bulb distribution to the Reliance Jewellers showrooms in tier III cities or the Biotechnology Brand Bollgard by Monsanto, all need vehicle campaign to reach the rural India. In the case of campaigns, we can use the vehicles with different ways like Led campaigns, promoter based campaigns, Nukkad natak/ magician / dance group campaigns and customised games for concept promotion. The vehicle campaign is one of the most used BTL activity for the one to one interaction with the customer. We can use this activity for demand generation, introduction of product and first-hand experience of the customer with the product. We can also feel the pulse of the market by this activity. During these activities, data is collected and sent to the call centres for follow-ups.

The field force uses POP material and gift items during the campaigns in villages and towns. In every meeting with the customer, we need to give some POP or printed material for the brand awareness. The types of materials are leaflets, brochures, etc. The brochure or leaflet design is the key to making an impact on the customers. The pictorial and detailed USPs and the explanation of the usefulness of the product or service will work. Gift Items are required for free distribution during campaigns like keychains with prototype of the product, caps T-shirts, purses, mobile covers, hand fans, etc. When the one to one activity is done, the gift items have a big role in branding and positioning of the product as the gift items remain with them after the meeting for long and the brand printed on it hits the consumer’s mind for long and helps to retain or acquire the customer.

The events and participation in Kissan Melas, Haat Bazaars and Exhibitions also help to build the brand. India is a country of the religious melas and cultural events where people gather and many economic activities happen. Many agricultural universities and departments also go for farmer fairs or agri events for the introduction of best practices in agriculture and introduction of new technologies in agriculture. The brand participation in these fairs certainly helps to give access to the target audience. The effectiveness of the events will depend on the amount of customer interaction and the type of interaction. The brand awareness will certainly depend on various factors like what type of event or activity is being performed during the customer interaction.

Manpower Selection:

Experienced manpower is selected for the branding and sales activities. Candidates who are well versed with local areas are taken for the job. After selection, two types of trainings are done. One is the technical training about the product and some FAQs about the product. The purpose of this training is to give field staff complete information about the product and the company. The second training is about branding and sales. In this training, proper use of the POP material is taught. In order to utilise every leaflet properly, field staff is trained. The sales training consists of the sales pitch and the presentation. Field staff is trained about the handling of the meeting and closing of the sales. These trainings are very crucial for the effectiveness of the campaigns.

Building a Finance Model Brick:

A model is built around the field executive where he is associated with retailers on one side and prospects and customers on the other. The number of contact points are calculated and contacted through the field executives. All the costs associated in this exercise like that of call centre, POP materials, branding and other expenses are included in the cost of the field executives using the Brick model.

Building Structural Network of Advertising and Sales Model:

On the basis of the Brick model and considering the sales target, complete network and structure of 360 degree model is built. In this model, the field executive meets the customers, collects data and gives presentation about the product. The branding in villages and markets are done for brand visibility. The branding includes putting up posters, boards, hoardings, wall paintings, shop branding, vehicle campaigns, etc. The data collected is transferred technologically to the call centres. The call centre analyses the data and categorises into a, b and c categories, taking into account the different parameters. Then the follow-up and digital campaigns like WhatsApp, SMS, or voice calls are done to influence the customer.

Branding:

Village, shop branding and market branding are the major branding activities done in this campaign.

The hoardings, boards or the gates on the shops work as the follow-up brand activity. This activity is useful at the time of the sale or near major sale period. This activity is very useful but the selection of the area where the hoarding or the board is to be put up or installed is very critical. In the case of hoarding, the position of the hoarding should be on the prominent road and should be on the side visible to the customer when the customer is moving towards the city or market. If it is the other way round, it will be a sheer waste of money. In the case of shop boards, gates and other shop branding items can be installed in the shops for highlighting the brand for visual follow-up. The timing and position of these items is also very critical. To get the best ROI on this type of investment is to install these inputs one month before the major sale period. Secondly, the placement of the inputs should be in such a way that it should be visible directly to the customer at his eye level. For instance, the installation of the shop board should be such that when the customer is approaching the shop or moving in the market the board should come in his sight. At the entrance, the gate should be installed and the banner should be placed behind the seat of the shopkeeper. In case of self-help stores, the banner should be where the product is placed for the sale. And in this case the selection of agency for efficient installation of the inputs is necessary. The selection of agency in the case of timely installation and right placement is required. So the marketers should select the Agency very carefully. Branding can be done at important public places. Bus stands and the Mandis are the most active places in rural India where people travel and buy things for their needs. These two places can be branded with bill boards, hoardings and other POP materials like posters, 3D posters etc. Shop branding can be done at the time of sale.

Implementation and Reporting:

An account manager is appointed for the complete implementation, control and reporting of the project. Reports are generated on daily, weekly and monthly basis. Call centre generates the reports on daily basis. The major reports consist of the number of customers contacted by the field staff, daily lead generation, daily sales monitoring and daily follow-up calls by the call centre staff. The weekly and monthly report goes to the state head and is about the analytics and sales leads and conversion. Reporting format is shared at the starting of the projects. The data is analysed and reports are directed to take action.

Sales Conversion Monitoring:

During the sales period, monitoring is done carefully by tracking the retailers on a daily basis. The call centre and the field staff coordinate with each other for generation and conversion of the sales leads. The major purpose of monitoring the sales conversion during the season is to take action in the area where the sales are not moving as per expectation. Pushing sales in those areas by improving manpower or by doing another campaign in that particular area could actually save the day. Sales monitoring reports would certainly go towards helping the companies in a big way.

Analysis and Calculating ROI:

A number of analyses are done in this model. First of all, after collecting the data from the market, call centre identifies prospects into different categories, like farmers below 5 acres, farmers up to 10 acres or more than 10 acres. Because of this analysis we could focus more on a particular segment than others. The conversion rate is identified for the focussed prospects and it is identified how many prospects are contacted. Once the sale is done we could actually find the conversion rate and also the cost per contact, cost per focussed contact and cost per sale. This data could be quite enlightening for the next campaigns.

Feedback and Planning for Next Season:

After the Project is over and sales are achieved, the next season planning and analysis can be done from the data which have been generated. As the data for the real users of the product is available, that can be used for up selling or cross selling. Even a loyalty program can be designed for the existing customers for the next season. A reference bonus for the customers who help to generate sales with references can also be generated.

The plan for next season can be to improve the conversion rate and maximise the ROI.

Contact Information:

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