How we plan to create an awareness of our brand (advertising and direct marketing).

sunandaC

New member
How we plan to create an awareness of our brand (advertising and direct marketing).


Argus is a premier brand targeted to a niche audience. We will look briefly at the various advertising strategies that Argus shall undertake in order to create awareness in the minds of the public. The campaign is run in a number of phases.


The first phase is to create awareness of the brand and what it stands for. This is done by direct marketing to builders of high rises.

Representatives of Argus Corp will personally meet builders and talk to them about the benefits of our systems, distribute brochures etc.

Argus will have a dummy show room house which will be used to demonstrate how the system works to prospective clients amongst builders.

Argus will also talk to architects and explain the design strengths of the security system. By doing this Argus hopes to create homes that have been designed to have optimal and economic security coverage by the Argus range of products.


During the first phase we shall float a number of advertorials creating awareness of the existing situation of security in India today.

This is followed by a number of advertorials concerning the various range of products that Argus offers and how its manages to meet the growing need of making the home safer.

The advertorials and articles shall be run in a number of magazines and newspapers such as Inside Out (furniture magazine) India Today (News magazine) Readers Digest ( Features Magazine) and also Times of India and Economic Times.

Argus expects something to the tune of 28 insertions of advertorials


During the initial phases of our campaign we shall release television advertisements in order to create awareness of the brand and to build brand association. The ads will focus on building the public awareness of the brand.

This is followed by creating a need for having a security system. During the retention stages it will be followed by a series of advertisements aimed at discussing the qualities of the range of Argus products. The ads will be aired on a select number of channels such as CNBC, Star Movies, HBO, NDTV 24/7.

Argus estimates a rough average of 20 spots a week.


Argus will also have direct mailers sent to prospective customers.

We also plan to tie up with a number of banks such as Standard Chartered and HSBC and will have enquiry desks for our products set up either inside or just outside the bank.

The core idea behind this is that a customer might be interested in the product and can enquire about it while waiting for a banking transaction to finish.


The Second stage of the campaign involves the product launch. Argus range of security systems will be available at a range of electronic equipment stores such as Vijay sales etc.

Each store will have an Argus employee who will assist the customer in making the right choice of security option.

During this stage we will also witness a number of print ads that will convey the services Argus offers by providing state of the art security systems.

Once we have carved a niche for ourselves in the market. Argus will have periodic ad campaigns to maintain awareness.

This will be coupled by focus group discussions amongst users to generate new ideas and to ensure that the consumer is satisfied by the products that they purchase form the company.

Argus will conduct a number of competitions encouraging school and college students to come up with their own jury rigged security systems which Argus experts shall evaluate and test.

Argus also promises to undertake welfare activities by donating a certain percentage of its profits to the needy.



This would include the building of safe homes for the deaf and dumb and the visually impaired.
 
How we plan to create an awareness of our brand (advertising and direct marketing).


Argus is a premier brand targeted to a niche audience. We will look briefly at the various advertising strategies that Argus shall undertake in order to create awareness in the minds of the public. The campaign is run in a number of phases.


The first phase is to create awareness of the brand and what it stands for. This is done by direct marketing to builders of high rises.

Representatives of Argus Corp will personally meet builders and talk to them about the benefits of our systems, distribute brochures etc.

Argus will have a dummy show room house which will be used to demonstrate how the system works to prospective clients amongst builders.

Argus will also talk to architects and explain the design strengths of the security system. By doing this Argus hopes to create homes that have been designed to have optimal and economic security coverage by the Argus range of products.


During the first phase we shall float a number of advertorials creating awareness of the existing situation of security in India today.

This is followed by a number of advertorials concerning the various range of products that Argus offers and how its manages to meet the growing need of making the home safer.

The advertorials and articles shall be run in a number of magazines and newspapers such as Inside Out (furniture magazine) India Today (News magazine) Readers Digest ( Features Magazine) and also Times of India and Economic Times.

Argus expects something to the tune of 28 insertions of advertorials


During the initial phases of our campaign we shall release television advertisements in order to create awareness of the brand and to build brand association. The ads will focus on building the public awareness of the brand.

This is followed by creating a need for having a security system. During the retention stages it will be followed by a series of advertisements aimed at discussing the qualities of the range of Argus products. The ads will be aired on a select number of channels such as CNBC, Star Movies, HBO, NDTV 24/7.

Argus estimates a rough average of 20 spots a week.


Argus will also have direct mailers sent to prospective customers.

We also plan to tie up with a number of banks such as Standard Chartered and HSBC and will have enquiry desks for our products set up either inside or just outside the bank.

The core idea behind this is that a customer might be interested in the product and can enquire about it while waiting for a banking transaction to finish.


The Second stage of the campaign involves the product launch. Argus range of security systems will be available at a range of electronic equipment stores such as Vijay sales etc.

Each store will have an Argus employee who will assist the customer in making the right choice of security option.

During this stage we will also witness a number of print ads that will convey the services Argus offers by providing state of the art security systems.

Once we have carved a niche for ourselves in the market. Argus will have periodic ad campaigns to maintain awareness.

This will be coupled by focus group discussions amongst users to generate new ideas and to ensure that the consumer is satisfied by the products that they purchase form the company.

Argus will conduct a number of competitions encouraging school and college students to come up with their own jury rigged security systems which Argus experts shall evaluate and test.

Argus also promises to undertake welfare activities by donating a certain percentage of its profits to the needy.



This would include the building of safe homes for the deaf and dumb and the visually impaired.

Hey sunanda, thanks for the article. Well, you did a superb job and your article would help many people. BTW, i am also going to upload a document where you would find more detailed information on the same subject.
 

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