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WPP's Dialect offers micro-marketing opportunities for advertisers

MUMBAI: WPP Marketing Communications (WPP MCI) division BroadMind's new micro marketing initiative Dialect has invited advertisers to exploit tactical micro-marketing opportunities at some of the most vibrant fairs and festivals of India.
 
 
 

BroadMind has acquired the rights of marketing events such as Pushkar Mela, Rajasthan (October-November); Gwalior Trade Fair, MP (December-January); Maha Kumbh, Nasik, Maharashtra (July to September); Nehru Boat Race, Alapuzha, Kerala (August-September); Sonpur Mela, Bihar (November-December); Magh Mela, Allahabad, UP (January-March); Nauchandi Mela, Meerut, UP (March April).

The level of investments for micro marketing solutions (Northern India Focus November 2003 to March 2004) is as follows:

Type of sponsorship
Gold
Silver
Slam
Super
Multiple
Single
Investments in Rs million
5.5
4
3
2
1.5
0.7
No of mela
5
5
4
3
2
1
No of days of activity
150
150
120
90
60
30
Total no of shows 1.5 hours/show)
3750
3750
3000
2250
1500
750

BroadMind also offers value adds to drive

* audio-video visibility (commercial time/shows/spots);

* visibility on mela ground (screen branding/mela gates/hoardings/kiosks/vinyl banners);

* visibility enroute to mela (hoardings at bus/train stations)

* to increase brand consumer contact (contact programmes through sales boys);

* research to determine run on investments (efficiency study and customised research).

Similarly, the cost of the sponsorship for Nehru Trophy Boat Race in August 2003 is around Rs 3 million (title sponsor); Rs 1.5 million (associate sponsor) and Rs 0.5 million (ground partner). This includes mass media visibility on TV (terrestrial/C&S/cable channels) and print; visibility on ground in the surrounding regions as well as at the venue.

The cost of the main sponsorship for the Nasik Maha Kumbh Mela is around Rs 2 million (gold); Rs 1.5 million (silver); that of the associate sponsorship is around Rs 1 million (gold) and Rs 0.5 million (silver).

Data provided by IMRB International also indicates the following trends*:

Category
Details
Pushkar Fair Rajasthan
Sonpur Mela Bihar
Gwalior Trade Fair MP
Kumbh Mela UP
Nauchandi Mela UP
Mela Promo Efficacy
Participation in adv
74%
925
78%
67%
64%
-
Reach of Dialect
32%
38%
21%
11%
27%
Market potential and spending capacity
Total spends in Rs million
123
250
2500
1500
230
-
Purchased/person (Rs
358
524
3512
156
256

* Dialect proprietary consumer insights and market potential study

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