“limited words, unlimited thoughts”

‘Strategic Marketing’ is essential for pushing sales of products or services or for even developing new markets. There is a need to have a bird’s eye view of the numerous elements that may seem to creep out of oblivion in order to get the right perspective of the market in its myriad colours. Any strategy remains incomplete without the use of right communication at the right time, through the right media. ’Timing’ is also another important factor. For any communication, one action follows the other & if there is no synergy in terms of timing, it will create more confusion rather than making things simple. Having been in the field of advertising, I would like to share one of the most recent & known example of ‘Strategic Marketing Communications’ of Mutual PR agency for one of their clients, Star Cruises that is set as a benchmark for all advertising firms. The agency’s expertise was in handling the marketing communications for IT & Telecommunications companies. They entered into an entirely new domain by signing up with Star Cruises. They had to drift from IT & Telecommunications to lifestyle & entertainment. They took it up as a challenge of establishing cruising as a holidaying concept & thereby creating a market for itself in the country. The client’s brief was clear as to establishing itself in the market with low cost options. Therefore, as the advertising spends was initially very low, PR was the only low cost option to support the market build up in India.  The agency’s strategic planning exercise started with research & identification of the target audience followed by identification of their taste, preference, lifestyle, reading habits, listening habits, TV viewing habits. The service after all was ‘Cruising’ which was synonymous to holidaying in a lavish & luxurious style. People generally recall cruising as an expensive proposition. The strategy was to break into the mindset of the target audience and position cruising as a relevant, exciting & affordable holiday option. Integrating various forms of communications, an aggressive marketing communications plan was devised in consonance with the marketing strategies of Star Cruises. This involved communicating to the various parties who come in the immediate environment of Star Cruises through various types of communication tools. It included media related activities, trade body relations as well as corporate to corporate PR. Media activities were drawn phase wise depending upon the messages based on different activities that were carried out.  Integrating the various media elements & binding them together with the messages targeted at the audience was the key to success. The messages were either bundled together or were disseminated individually depending upon the strength and relevance of the media chosen. One might think as to why a news story appeared in one of the leading financial dailies, which speaks about the idea of cruising. Yes it was the publication’s travel supplement. This was just an example about using media as a vehicle of communication to reach the corporate segment as it was one of the key audiences. The agency through its Planning department compiled a database of the top 50 corporates offering incentives to employees, dealers and keen on holding their board meetings & business meetings in holiday destinations. The agency prepared corporate presentations & initiated talks with the corporates. Follow up stories appeared in the media endorsed by top business tycoons creating more opportunities for corporates to follow. A freelance TV crew was also sent on board Star Cruises, which in turn provided software content to the various TV channels along with regional language channels. Innovative schemes like targeting the ‘honeymooners’ during the marriage season by offering discounts, introducing quiz contest for school children during summer & winter vacation & giving free cruise offer to the winners were carried out. In-film advertising is also fast picking up in India & there was no stone unturned to tap this idea as well. It was implemented through the film ‘Humraaz’ wherein the film was extensively shot on board one of Star Cruises liners.  The basic idea of sharing this example of Star Cruises is to explain the basic tenets of strategic marketing communications as a part of the media activity for any client. However strong the marketing strategy is, it cannot be successful unless it is communicated rightly at the right time through the right media. A thorough understanding as to how the media functions and what type of content goes on to the respective media are necessary for every Advertising & PR professional in today’s world where the audience concerned have less time for leisure & are stressed too.
- Bhavna Agarwal