January 31st, 2014: VIA Marketing Forum organized a talk on “Leveraging Emerging Media Trends Especially FM To Build Your Brands” by Giraj Sharma, Founder-Director of a Brand & Strategic Consulting boutique – BehindTheMoon Consultants.
Giraj said the world of Marketing & Advertising is changing for Consumers too! Folks are looking at newer, better, faster, cleaner, more open and responsive Brands and are now lavishing love, attention and trust on brands without heritage and history. The speaker added Branding is vital for success in business and to succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. A strong brand is invaluable as the battle for customers intensifies day by day. It’s important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It’s a foundational piece in your marketing communication and one you do not want to be without. Many young and affluent Asian consumers are becoming increasingly liberal, try-out-prone and urbane – yet faith remains a cherished part of their socio-cultural identity.
He said an intriguing exploration of why we buy – involving techniques of nuero-imaging and the end results overturn many myths, assumptions and beliefs about buying patterns. Research which pinpoints to the portion of the brain in use in response to an external stimulus. Giraj explained this with many examples like: Anti-smoking campaigns actually encourage smoking! The fMRI scans showed that cigarette warnings stimulated an area of the smokers’ brains called the nucleus accumbens or the craving spot.
Giraj emphasizes, conventional advertising and commercials still represent the largest chunk of the marketplace—about twice as much as digital media advertising in terms of total dollars spent even in the most advanced and internet-dependent societies. It describes advertising that consumers aren’t entirely aware that they are being exposed to because it is seamlessly integrated into how people use particular mediums. It’s tricky for advertisers to try to figure out how to discretely make their ads seem like part of the content. But creative advertising has really taken off in this market and its popularity is increasing exponentially among the advertising & marketing industry. Despite globalization 64% of young millennial consumers want to ‘keep’ their traditional (or inherited) religious observation, he added.
Summing up his talk he said, the Research highlights how the subconscious mind arms itself with religious beliefs, childhood memories, sex, rituals and superstitions to fight and prevail over the conscious or rational brain. Hence, the whole concept of ‘brands’ used to rest on the idea that consumers need recognizable, trusted symbols, honed over many years, to help them choose from options.
The programme was largely attended by Industrialists, Professionals, Students, Businessman, team of My FM and general public.
At the outset, floral welcome of Giraj Sharma, Founder-Director of a Brand & Strategic Consulting boutique – BehindTheMoon Consultants was done by Rohit Agrawal, Hon. Secretary- VIA. Aashutosh Singh, Regional Head, My FM was also felicitated by Sanjay Arora, Chairman – VIA Marketing Forum. Introduction & opening remarks was given by Shikha Khare, Convener- Marketing Forum, Summing up, vote of thanks & the programme was conducted by Sanjay Arora, Chairman – VIA Marketing Forum.