Cause Marketing is an opportunity to serve

Events & Integrated marketing agencies of today are better placed to take initiatives to bring about those essential changes in the society. This is because these agencies are campaign specialists and have Digital Marketing and Social Media know-how in-house. Cause initiatives ideally require extensive publicity through social media.

Imagine a Brand helping to resolve Traffic Jams in your city by educating the public with the help Videos, Memes or empowering and educating women to file police complaints in case of atrocities and crime. Buy Two and get 15% off is a much-outdated idea, whereas Donate your old shoes to an orphanage and get 15% discount on your new pair of shoes may certainly be a good Cause Marketing idea that you can sell to your client.

Find a Cause that Your Client and his customers care about. It can create magic for the business. As part of the day to business Events & Integrated Marketing, agencies should be able to sell the idea of Cause marketing and CSR projects to corporates and brands. Cause marketing is a campaign to help a cause or not for profit body but carried out by a For-Profit body. In India, for one to carry out Cause Marketing there are umpteen opportunities. We at HostIndia Events helped corporate hospital brands to carry out an extensive neighbor care programs in the vicinity. Conducting Lectures by Specialist Doctors in the neighborhood RWA on “How to survive in a polluted atmosphere?” can be an instant hit in the neighborhood. Your corporate clients should be able to fund campaigns such as awareness of AIDS & DENGUE or awareness of Health and Hygiene for adolescent girls in Schools or Awareness on Voting in Elections and the likes.

We at HostIndia Events worked along with Lions Clubs International to set up libraries in rural schools. Samarpan, a not for profit entity of Infosys employees takes up these initiatives on a large scale.

A brand that shows interest in a cause which is actually causing serious concerns in the society will certainly be respected and trusted by its customers. Trust is the foundation of any successful relationship and the same extends to successful business relationships.

May 24, 2019 New Wave Marketing Comments Off on Cause Marketing is an opportunity to serve

Selling to Senior Citizens in a Youth dominated market

We all know that India is a young country with over 65% of its population under 35 years of age. This is a peak time for the markets and industries in India with its huge population out there learning, working, earning and spending. For India it’s large and growing population has been an asset.

Driven by the huge youth market naturally, the brands and marketers have cluttered the marketing mediums, e-commerce platforms, Malls and retail outlets with youth focussed products, designed for youth =styles & fits and youth-targeted campaigns. Today, a gentleman of 50 plus or 60 plus is not the target customer even in a premium clothing line brand store. He may hardly find a shirt that suits him in the midst of a vast product range designed for the youth. In the youth-dominated Indian market of today, senior citizens are literally left ignored and sidelined. Now that’s an opportunity for the Advertising, Integrated Marketing, and Marketing Services agencies. It is not a small market either.

As always, there are two options for a marketer. To be one among those 100s who are fighting for that 65% youth market or walk the niche path and target the less focused rest of the market. Why not a clothing line for 50 Plus or 60 Plus or may be a separate storyline for senior citizens! Isn’t that a niche market?

In the recent past, for a large Hospitals Group based across India, we at HostIndia Events helped ideate and implement a successful Senior Citizen Focussed event and loyalty program. A Senior First Card with special privileges for Senior Citizens was launched and issued to 1000s of Senior Citizens from the neighborhood. A month-long campaign and efforts to find, reach and invite the senior citizens to the Launch event and ultimate success of the event was one of the most satisfying moments for the HostIndia Events Team. It was a Loyalty Program, Relationship Marketing, Cause Marketing and a Marketing Event all in one.

Even if the privilege to Senior Citizens means that they do not have to stand in the same queue as others, it’s a cause very well done. 20 to 30 years later India’s market dynamics would change 360 degrees and we would then be the market of Oldies the Goldies and its better we think ahead of time!

May 24, 2019 New Wave Marketing Comments Off on Selling to Senior Citizens in a Youth dominated market