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Midas
PRSI AWARD WINNER
Monthly Newsletter
from Goldmine Advertising
April 2015
MD
SPEAKS
POINT OF
VIEW
ADVERTISING
GYAN
Event
DIGITAL BUZZ
BTL NEWS
CREATIVE
SHOWCASE
SPEAKS
MD
D
Dear Friend,
We have all heard of the phrase ‘Adapt or Perish,’
and that is true for businesses and brands.
Conducting regular research with customers and
consumers enables us to make sure we are
constantly adapting and evolving our businesses
and brands to meet long-term needs. While
focusing on maximizing short-term results is easy,
focusing too much on the short-run limits your
brand’s longevity and relevancy in the future. If you
aren’t keeping up with consumer, and product and
category disruptions,
someone else will.
Marketing research can
provide insightful
information about your
market, product, audience,
competition, and more.
When you use a
comprehensive research as
a tool to branding, you can
make decisions with greater
clarity and confidence. By
having research to backup
your marketing decisions,
you can optimize your brand
strategy choices and
minimize your risk for failure.
Every marketer’s objective is to position
themselves uniquely in the marketplace ahead of
their competition. Quantitative (numbers-based)
and qualitative (conversation-based) marketing
research can be used to identify where the brand
stands compared to the competition, what metrics
one should be tracking over time, and what brand
benefits matter most to the marketer’s target
market. Marketing research is an excellent way to
find the best market or target demographic for a
product or service. By focusing your efforts to the
right markets, you can see faster results, improved
efficiency, and greater overall performance from
your marketing campaigns. In addition, if your
target is already defined, you can use marketing
research to better understand your target
consumer and to uncover critical behaviour drivers
and attitudes that inform their purchase decisions.
Further, innovation is a key part of any brand’s
growth. And, conducting marketing research
enables marketers and advertisers to focus their
innovation efforts on the highest growth
opportunities for the business and the brand,
design a product or service with the optimal benefits
and features, and zero in on the ideas or concepts
that address the consumers’ desires, needs, and
interests. But, the moot point is, are advertising
agencies listening? For
instance, I know of a financial
institution that positions itself as
‘Central to you.’ Going by the
market perception and the mind
space occupied, by no stretch of
imagination can the institution
claim the stated platform.
There’s a definite disconnect
between the promise and
consumer perception. It only
means that the ad agency
entrusted with the brand building
has not centred its positioning on
market research.
Whether you are a small local
business or a multinational
corporation, understanding your competition and
category is a crucial part of dominating the market.
Market research can help to reveal key aspects of
the competitors’ products, services, marketing
strategies, and target audience. We, at Goldmine,
understand the importance of communication
driven by research. Our plans for FY 2015-16, are
to lean heavily on marketing research when we
create campaigns, especially for pitches. That’s
when we can claim to be strategic communication
partners. In a competitive marketplace, marketing
research is not just helpful; it is essential to
success. Brand makers and marketers should put it
on the top of their to-do list to get the best results for
their business!
Madan Singla
Managing Director
P
W
A
NT OF VIE
OI
Advertising & Ethics
Advertising has a corrupt name among the people,
because it's allied with marketing us stuff that we
don't really require: Luxurious Cars, Expensive Gold
Jewellery. We may appreciate the creativity, intellect
and humour that often originate in adverts but we do
have difficulties with what goods are being sold.
Visualize a diverse method of using advertising, one
that would use the
aesthetic abilities of
advertising but direct
these to actually
outstanding and
honourable project:
that of pushing us to be
the finest of ourselves.
Imagine an ethical
advertising campaign
that sought to endorse
qualities of character
applicable and
relevant to an
individual’s life, virtues
like kind-heartedness,
tolerance, humbleness, generosity, bravery and wit.
Advertisers involved on an ethical mission would
know that their applied abilities would find their final
resolution in calling forth suitable ethical responses
from people. Influencing against this mission are all
ways of visual clichés. The real trouble with the
concepts which trigger virtues like love or concern is
not that they seem shocking or strange, but rather
that they seem far too clear, their very sensibleness
and universality strip them of their supremacy. With
bad adverts the best virtues, presented without
talent or imagination, generate only indifference and
boredom. The task for advertisers is therefore to find
new ways of prizing open our eyes to tiresomely
familiar yet critical ideas.
We are never far away from a commercial
communication influencing people to buy this or
that. We should try to shape a more plural system of
advertising, where the traditional commercial
communications paid for by firms were welladjusted by ones endorsing ingredients of the
worthy life as defined by a wide-scale poll of
citizens.
We simply will not care
for very long about
moral actions when all
we are given to
convince us of their
value is an occasional
reminder. While, in the
city beyond, the
unmatched talents of
the globe's advertising
agencies do their
phantasmagorical
transformation and set
our every sensual fibre
alight in the name of a
new kind lemon-scented floor polish or savoury
snack. If we tend to think so often about cleaning or
cracked black pepper crisps, but comparatively little
about endurance or justice, the fault is not merely
our own. It is also that these two cardinal virtues are
not generally in a position to become clients of a top
agency.
Saunil Arora
Ahmedabad
A
N
ISING G
ERT
YA
V
D
Emotion, Desire and USP
D
Desire is born out of contrast we are living,
emotions drive the desire for a specific reason,
object, product etc. It is the desire which leads to
focused efforts for fulfillment. Similarly a product
cannot be focused with several of its benefits as it
may miss the target intended.
A single point communication or USP is the need for
a brand to be taken closer to the TG like a specific
desire of an individual
to achieve something.
A tea brand cannot
have multiple USPs. It
can be projected either
on the basis of its
p u r i t y, f r e s h n e s s ,
mental & physical
stress reliever, blend,
taste etc depending on
the market study. A
brand without a USP is
like getting lost in
background noise.
The customer directly
relates the USP to his
desire or emotion
which prompts him to make buying decision. It
stimulates an emotional response resulting in
consumer involvement. Sometimes all brands offer
the same utility to the end user and have the same
quality, the difference of its packaging and design or
a face promoting the brand gives an edge over its
competitors.
A lot of health care companies use different media
and throw feel good messages without any
positioning. They lack a narrative to appeal to its
targeted customers.
Few mobile service providers use emotional
quotient in their advertising campaigns to shape
their brand perception, to generate engagement
and to make it worth remembering. One such
mobile service provider
occupied the educative slot
promoting its mobile
internet service. Another
provider keeps changing
the approach projecting the
advantages of its services
thereby establishing
connect with the user. In
India these types of
advertising campaigns
have generated more recall
value as compared to other
campaigns.
Few categories have a
direct advantage, for e.g.
educational institutes or
coaching institutes their
USP is the ranks achieved by the students, for the
TG the teaching methods, cost and environment is
of secondary importance as the ranks projected by
the institute connects the with the TG.
Brands which offer emotional connect have higher
brand equity and strong purchase interest.
Ramkrishna Bankapur
Pune
EVENT
Goldmine AGM
Senior Goldminers actively participated in the
agency's 13th Annual General Meeting held on 31st
March 2015 at the Fortune Hotel by ITC, Pune. During
the event, presentations on performances of various
departments were made, targets were set and
inspirational thoughts were exchanged. While
Goldmine Baroda was announced as the best branch,
the Pune branch were the runner-ups for the year
2014-15. Here are some glimpses of the event.
L
GITA BUZZ
DI
T
Minim...Minimal...Minimalistic
The eagerness of DCrypt - the digital wing of
Goldmine to tune up with the latest trends
online got recognised by the very famous portal
‘The Stupid Designs’. We believe in the
freshness, innovation and the nutty ideas to
execute. This time it was the brewed up trend of
IPL that caught our cricketobsessed hearts as
it’s impossible to take off the cricket devotee
within us. It went to become more interesting
as we stepped into Minimal Concept for the first
time.
Whoa! Indeed, our team and the illustrating
artist had the best and fun time designing this
Minimal based campaign ‘#guesstheplayer’. We
are so glad that actually our creative efforts paid
off! Our Campaign got featured on one of the
most popular portal online.
Here are some creatives for the campaign.
So can you #guesstheplayers ?
Pooja Posane
www.dcrypt.co
NEWS
BTL
Exhibition stall and
cultural event organized by
Goldmine-Mumbai for
Goa Tourism
@ITM Chandigarh
NEWS
BTL
Bank of Maharashtra
canter activity to
promote MSME loans
T
To promote Micro, Small & Medium Enterprise Loans,
Bank of Maharashtra covered Jejuri MIDC area near
Pune by organising canter activity showcasing the
MSME products.
The canter activity was designed and executed by
Goldmine Pune.
Bank of Maharashtra plans to cover many more MIDC
areas around Pune to promote MSME Loans.
CR
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We eagerly await your views
and suggestions on the makeover
of Midas Touch at
[email protected]
/GoldmineAdvertising
Mumbai | Delhi | Ahmedabad | Pune | Baroda | Lucknow
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any information or views expressed in this Newsletter. All sources and facts required for the articles are drawn from the net.