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 ntroduction 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.
Based on the above information provided, here are some advertisement tools that can be selected for a 360-degree advertising campaign targeting rural India:
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Communication Design Agency: Partner with a reputable agency that specialises in communication design and understands rural India's culture and regional nuances. They should be able to create designs and translations that resonate with the local population while connecting the brand with the people.
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Video Content: Create videos in regional languages and local dialects that showcase the local culture. Avoid using dubbed advertisements as they may lose effectiveness and connection with the audience. Telecast these videos on regional and cable channels to reach a wider audience.
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Local Newspapers and Magazines: Utilise local newspapers and magazines such as Agro One in Marathi and Kheti Duniya in Punjabi and Hindi to enhance brand reach. These publications have a strong presence in rural areas and can help target specific regions effectively.
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Vehicle Campaigns: Use vehicle campaigns for village-to-village interactions with customers. This method allows for one-on-one interaction and provides an opportunity to generate demand, introduce products, and gather market insights. Different types of vehicle campaigns can be employed, including LED campaigns, promoter-based campaigns, Nukkad natak/magician/dance group campaigns, and customised games for concept promotion.
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Point-of-Purchase (POP) Material and Gift Items: Equip field forces with POP materials like leaflets and brochures that highlight the brand's unique selling propositions (USPs) and explain the product or service's usefulness. Distribute gift items such as keychains, caps, T-shirts, purses, mobile covers, and hand fans during campaigns. These items serve as branding tools and help retain or acquire customers as they keep the brand in their possession for a longer time.
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Events and Exhibitions: Participate in Kissan Melas, Haat Bazaars, exhibitions, and agricultural events where the target audience gathers. These events provide opportunities for customer interaction and brand building. Ensure that the activities performed during customer interactions are engaging and aligned with the brand's objectives to enhance brand awareness and effectiveness.
It's important to adapt these strategies to the local context and continuously assess their impact to make any necessary adjustments for better results.
Blog taken from Book " Rural Market Unleashed " available on Amazon.in