MUMBAI: One of the morning sessions of the opening day saw B4U India's Khalid Sayed listing out his 10 stickiness mantras for an effective promo campaign. During his speech, Sayed also talked about the importance of coming up with a big idea.
Speaking about the importance of conveying the message clearly through the promos, Sayed pointed out that promo-makers have to open their mouth and say what they want to say through their works. Sayed found the relevance of a campaign to the programme a crucial one.
"The promo producer should spend quality time with the brand manager to understand the product well," he said adding that the audio element is also very crucial in sending the message through.
According to Sayed, the attempt of highest kind should be to convert brand name to product category name. He listed out the examples like Nirodh for condom and colgate for tooth paste to drive home his point.
Sayed's 10 stickiness mantras:
Gravity quotient: The campaign should make people believe what is being talked about.
Who are you talking to: Identify the audiences.
Jor laga ke: Recognise team work. Don't consider yourself as a genius. Identify individual strengths and channelise all the energies towards one goal.
Calm before the storm: Brainstorming sessions should be used to discuss each one's ideas, not to give birth to ideas. You should come prepared and relaxed to discuss your ideas.
Draw a roadmap: Draw your route to your target group.
Plan your game: Strategise your work. Don't misjudge your audiences, Don't copy other channels
Clutter factor: The ideas should be passed by the programming department and then the ad sales team. Promo producers will have to deal with these departments intelligently.
Why will it work: Your idea should convince yourself first.
Synergise: Understand what you are communicating and how it can get along with other properties of your organisation. Synergise on-air and off-air communications.
Respect the brand: Be proud of your brand. Show full conviction in what you are doing.
