Cinema Branding Could Be Best Medium In Small Town To Target Rural People For Brand Message And Engagement

Cinema can be explained as a 360 degree marketing environment, where placement opportunities are numerous. The easiest form of advertising through cinema is capturing the ideal screen space before the movie starts and during the interval.

The best example for cinema branding is Vicco, in the early 2000s, almost everyone in the theater had a reaction to Vicco Vajradanti. They created a brand through targeting the best and the average cinema theaters alike, where their print ads ran for years. At a point of time their jingle was stuck in moviegoers’ minds and people even started singing along.

Cinema advertising has grown at a CAGR of 11% in the last five years and it is predicted to grow further in the next five years. Entertainment remains to be a necessity to everyone even today and thus tapping that to find a way to warm into the hearts of the audience has proven effective. It is known to be most suited for smaller towns and rural areas due to the fact that cinema advertising has been the lowest avoidance medium. However, there are many more advantages to it than that.

Advantages of Cinema Branding in small towns and rural areas.

• Brand Awareness
  One of the noteworthy things about cinema branding is the great reach it provides, every show has hundreds of people and there are multiple shows in the day. This can mean thousands of audiences can be reached in a day and thus brand awareness becomes the biggest benefit of cinema branding.
  
  
• Diversified audience
  The spread provides the unique advantage of having a segmented audience without putting in any efforts. Every moviegoer cannot be defined in the same category and they often differ in age, gender, socio economic background etc. This diversification, if targeted through any other medium has to be executed very carefully and requires a lot of efforts during implementation but through cinema branding, the same can be done without breaking a sweat.
  
  
• Effectiveness
  Few other advantages unique to this medium when compared with others such as TV, radio etc. relate to the audience’s behavior. When seated in a movie theater, they are relaxed and their undivided attention is towards the screen, which is very difficult to achieve otherwise. The relax mood leads to better engagement while the undivided attention ensures that the message is being conveyed to the audience. This makes cinema branding more effective than other means of advertising as discussed above.
  
  
• Environmental factors
  A cinema hall has the benefit of a surround sound system, dim lighting and perfect visuals. When an ad is played in a theater as against when it is played on the TV or radio, it captures the audiences completely and thus has better impact because in a theater, it more like a media performance with the whole equipment set. The environment adds a lot of superficial value to a visual ad by giving it the required oomph.
  
  
• Cost Benefit
  Even though cinema branding cannot be listed as a cheap or low cost way of advertising, it’s worth can surely be estimated. The volume of reach and the impact make the few minutes, worth the expense incurred to make it happen.

10 Points To Remember While Devising Any Rural Marketing Campaign

“Plan your work and work your plan”– Napoleon Hill

The great author chose to phrase it in such a manner that the focus is on the importance of organizing and taking action. Devising a rural marketing campaign can be challenging due to the many hurdles it presents that may surpass the expectations of the marketers. Planning and preparation is the heart of building an effectual rural marketing campaigns and closing in without any obstructions. The fact is that execution of any plan needs groundwork as well as scheduling in the rural areas and small towns. Conservatism states that it is necessary that plans should include detailed provisions for the unforeseen circumstances that may surface in the time of completion of the campaign.

All that being said, prevention remains to be a better option than cure but the formation of such a strategy sounds very tiresome. It is nearly impossible to remember each and every detail while implementing a highly functional rural marketing campaign which means that mistakes can occur more often than marketer would like to accept.

Therefore, the best thing to do while devising any rural marketing campaign, one should create a list of things to remember.

Points to remember while devising a rural marketing campaign

Take the conservatism approach

Conservatism is a very old concept born in accountancy which teaches disciples to consider the possibility of future losses but when it is an excellent notion to live by in other spheres of life. While planning a rural marketing campaign, it can be translated into thinking about likely hurdles that might show up and prepare to combat them beforehand.

Talk to the people who hired you

Do not exclude the client from the planning process as a lot of information that the marketer needs can be obtained through a proper conversation with the client.

Make a checklist

It is good to trust yourself but at the same time practicality is significance to success, so instead of relying on memory, make a checklist. Keeping checklist ensures that most errors of omission are avoided and efforts put to better use.

A deep breath can solve a lot of things

A lot of times, problems that seem like obstacles are just a plain road bump and can be taken care of by simply slowing the pace a little. While devising and implementing a campaign, certain things might not go as planned but that should not cause chaos. Panic only worsens the problem, a marketer should keep calm and give the situation time to unfold and then act upon it.

Knowledge is power

A significant part of being prepare this to research about everything involved with the preparation. A rural marketing agency should be aware about the intricate details about the audience and market of the area. Demographic, geographical and resources available in the area.

Rural markets are different than urban ones

Treating the rural markets same as urban ones may not be very beneficial for the campaign, the marketer should understand and respect these differences. This understanding gives them an edge to perform better and get better results.

What does the audience want?

While planning a marketing campaign for rural areas and small towns, the preferences of the audience can be a tricky area to predict. Their satisfaction has a price which should be considered while planning the campaign so that the campaign achieves its objectives.

Information is key but what is more important?

The whole point of devising a rural marketing campaign is to deliver a message about the brand to the audience. This makes information invaluable but the way it is communicated matters more because message needs a powerful medium. Thus, marketer should pay attention to it.

Not one but all

The marketer should focus on all aspects of the campaign, such as content development, selection of mediums, searching out touch points. No one area should be given the majority of the focus but all of them should be given due time and effort. The same should be done because every step is essential to creating a successful rural marketing campaign.

The process

The job of a marketer cannot be broken down as a task as it shares more common features with a process. The marketer should be in it for the long haul and should see it through.

Role Of Data Management In Rural Marketing Campaign

Torture the data, and it will confess to anything”- Ronald Coase

We have all heard the era’s favorite notion of information being money but have we ever wondered how this actually transforms?

There is data flooding upon a rural marketing agency from every direction possible, unfortunately most without a credible source to support its correctness. In such a situation, data management becomes that much more significant.

Data management is the development and execution of architectures, policies, practices and procedures in order to manage the information lifecycle needs of an enterprise in an effective manner. If you get rid of the technical jargons, in layman’s term, data management is providing structure to raw data through usage of appropriate models that convert it into useful business information. These inputs are used in various areas such as strategic planning, financial planning as well as marketing.

Why is data needed?Data is information in raw form of facts or statistics; these may pertain to a particular sector, industry or product and may be presented in quantity or quality. Devising a rural marketing campaign is largely dependent upon complete, accurate and readily available data, which can be referred to understand the product, market and target audience. However, the data needs to be managed to deliver value through such campaigns and communicate the message in the best possible manner.

As per statistics, 77 percent of marketers trust a data driven approach and rely on its management for the following:-

Audience and market analysis

Audience data helps a marketing agency understand the habits of target audience, needs, preferences and lifestyle choice. This scrutiny prepares the marketers to plan their interactions accordingly, for best results.

Predictions

The importance of forecasting is not hidden in any business activity as it assists the marketer to comprehend the situation and take a future oriented decision. Not only that but data enables the study of market trends and patterns which in turn acts as a big help in creating marketing strategies of the company.

Customer experience optimization

There is no denying that if you know your customers better, you can serve them better. This power is channeled through data available in the market to come up with better strategies directed towards improving customer satisfaction and experience.

Align their campaigns to match consumer needs.

Data management allows a peek into the target audience so that understanding them becomes easier but after this initial pleasantries are over, it is time to use these findings to ensure that marketing objectives and strategies are aligned perfectly with the customer’s demands and likes. This creates a harmony between the marketing strategies and customer needs, which impacts the brand promotion in a positive way.

Maximization of effectiveness as well as efficiency of rural marketing campaigns.

In order to optimize the marketing efforts of a rural marketing agency, information is needed to create plans that can be converted into actions using the path laid down for them by the findings of analysis of data, as seen above.

Performance appraisal

It is impossible to determine the success of a rural marketing campaign without any substantial data. The data accumulated during execution and implementation of campaigns should be stored and processed using suitable models to help improving as well as calculating ROI.

In addition to the above points, data management also facilitates organization of resources and their optimal utilization during a rural marketing campaign.