A frequent question I hear from senior global marketers is, "how can I maximise ad transference?" It's a sensible question. As zero-based budgeting grows in popularity, the opportunity to save costs by producing one ad that can be used in many countries is compelling. But there is the risk that making an ad work across multiple countries may not be the best way to maximise ROI.
Benefits and risks of a global approach
In many ways, the world is getting smaller and brands are becoming more international. Advertising produced and deployed globally has the potential to be a huge cost saver for marketers. But the odds are against the ad working effectively globally, so marketers need to know when a global ad is the best option and when it would be best to take a global idea and execute locally. And often, local marketers will say they can create better copy locally, which will more than cover the incremental production cost. So who’s right?
Few ads transfer successfully
Only 38% of the ads tested by Kantar Millward Brown that are strong in one country are strong in another. And only 20% of ads run that are strong in one country are strong in another. With evidence like that, you would be inclined to side with the local brand director and allow production of new creative.
Consistency, consistency, consistency
Because many brands are international and consumers are geographically mobile, giving creative control to local markets does run the risk of presenting non-unified brand associations. At worst, consumers could be confused about what a brand stands for.
Guide from the centre, execute locally
Some of the best global advertising we see has centrally defined ‘foundations’ with local execution. Giving the local team a framework to work within allows them to develop a brief which considers the brand’s status in that country. This is the biggest factor affecting whether or not an ad can cross borders successfully. It also means that local specifics around receptivity to advertising and any ‘red flags‘ around cultural sensitivities can be addressed.
Some marketers might argue that this approach is too time consuming and too costly, but if the foundations are strong, they’ll only need to be revisited every few years. And, following the global lead doesn’t have to add time to the development process.
Start with an insight
It might sound obvious, but the most successful global advertising starts with an insight. To be enduring and truly global, the insight has to be based on a fundamental human truth, not on an observation around a current fad or even a trend. And it doesn’t need to involve the brand.
The AdAge campaign of the century, Dove’s ‘Campaign for Real Beauty’ has been running since 2004. Every single ad was based on the insight that emerged from a three year research programme: few women considered themselves beautiful or that they were responsible for influencing their own definition of beauty. That insight has been the start of many creative executions over the years, with different local challenges, but it has proven to be very enduring yet flexible.
Define the purpose
The best campaigns don’t go straight from insight to execution. They identify the brand’s purpose, which is found at the intersection of the insight, the brand’s functional strengths and its emotional strengths.
Brand purpose is much harder for other brands to copy than product attributes, and provided the insight is a fundamental truth, it can be global and flexible when the product changes.
Always’ ‘Like a girl’ campaign has been so successful in part because its creative doesn’t deal with product attributes but focusses on the longstanding purpose of supporting girls as they transition from puberty to young women.
Develop a creative platform
The term may no longer be in vogue, but when brands operate in more countries, in more channels and in a more agile way than ever before, it makes sense for all communications to be based on a ‘big idea’. This means that the creative team have a framework within which they can work and a point of reference when it comes to how the brand talks to people. It gives teams a head start each time they’re called upon to produce new creative, and it means they can work pretty much in real time. Oreo’s famous ‘dunk in the dark’ tweet from the 2013 Super Bowl blackout was widely regarded to be genius, but was also a great example of planned spontaneity: an almost immediate response to the lights going out that was totally ‘on brand’ and ‘on market’.
The benefit for consumers? They have consistent and easily recognisable interactions with the brand, wherever they happen to be in the world.
While some people think that a consistent campaign idea is an outdated concept or a creative straight jacket, there are many brands that have found ways of expressing a consistent idea. Red Bull continuously develops new ways of executing against ‘gives you wings’.
Execute in market
If two or more markets have similar stages of category development, similar brand status and receptivity to advertising and there are no cultural ’red flags’ in the script, then the chances are that an ad that showcases the brand’s purpose and is built on its creative platform will transfer successfully. Ads that use strong visual language have the best chance of succeeding. It’s still worth doing a quick check with consumers to ensure the ad will resonate.
Written by Daren Poole,Global Brand Director, Creative Development Millward Brown
In sync with Omnicom Media Group’s commitment to invest, nurture and grow talent from within, the network has promoted Mamatha Morvankar previously the Managing Director for OMD India (West), to the role of Chief Investment Officer for Omnicom Media Group India.
In this role, Mamatha will be responsible for the investment, accountability and strategic partnerships across Omnicom Media Group’s four offices and for all clients across OMD and PHD. Mamatha’s role is effective immediately.
Mamatha has been one of OMD India’s founding members and has played an active role in OMD’s growth journey. Having won and managed a portfolio mix of automotive, FMCG, media, travel and technology clients, Mamatha’s passion and contribution to the overall business has led to both agency recognition and award-winning work.
Commenting on Mamatha’s new role, Harish Shriyan, COO, Omnicom Media Group said “We are delighted to fill this position with great talent from within the network. Mamatha has shown an impressive ability to drive intelligent application of scale across the strategic pillars of talent, technology, and innovation. She has headed up and transformed OMD India to be one of the most successful markets in APAC punching significantly above its weight. Mamatha has the perfect background and understanding of our needs to drive change in this area to maximize available opportunities, create new models and to deliver competitive advantage for our clients.”
“Investment is an area of increasing sophistication and plays a key role in supporting our business growth collectively across the network. We are delighted to have someone of Mamatha’s calibre and capability to lead our investment portfolio across India”, said Tony Harradine, Chief Investment Officer, Omnicom Media Group Asia Pacific.
Speaking about her new role, Mamatha said, “I am thrilled to embark on this new journey and support the vision, ambition and unparalleled client-satisfaction focus of Omnicom Media Group. The Indian market is currently in an exciting and challenging phase, and I look forward to this responsibility and working closely with the team to further strengthen our offering in the region”.
The incredible speed and fluidity of social media is a marvel of our digital age.
Social media is an unmatched mode of direct connection with your audience, but it also opens up a new world of crisis management where one complaint can quickly gain momentum, putting your brand’s reputation (and potentially, share price) at risk.
In order to build lasting trust amongst your customers’ base, setting the stage for the creation of loyal brand advocates, it’s essential to have a framework for responding to negative feedback on social, before it snowballs into a larger fiasco.
Here are five key social customer care tips which are applicable to every social marketer, no matter your industry.
1. Listen Carefully
Stopping a problem in its tracks (and building lasting relationships) starts with social listening.
Unfortunately, an angry customer won’t always speak directly to you - to ensure you don’t miss important feedback, you need to track all mentions of your brand, branded hashtags, and branded URLs shared on social - whether they include an @ mention or not.
2. Remember That Response Time Matters
When establishing your target response times, know that now, more than ever, speed matters.
Common SLAs can vary from mere minutes to hours, depending on a variety of factors including your industry and your team, and are likely to fluctuate based on peak times, specific events or campaigns. But one thing is consistent across the board: rapid replies are increasingly becoming the expectation.
In fact, 42% of customers who complain on social expect a response within 60 minutes. And with sensitive issues, like an emotionally charged complaint, a slow response can leave a customer feeling ignored and stoke the flames of further discontent.
Negative sentiment can soar, and multiply - in some cases, circulating on social until it reaches media outlets - when a brand’s response is seen as comparatively too slow.
3. Be Human, Be Transparent, And Never Go Negative
Brands can take the control of the situation by responding in a helpful and genuine manner. Never respond negatively or defensively.
Avoid canned responses and strive to establish a human connection.
Ensure your customer feels listened to, and don’t be afraid to apologize for any inconvenience or a less-than-stellar experience to help diffuse a negative situation.
4. Respond Publicly Before Moving to a Private Conversation
When responding to a complaint on social, always reply publicly before moving the conversation into a private message.
The days of purely 1:1 communication are behind us - on social, a brand may be replying to a comment directed solely at your brand, yet this exchange is still taking place in the public eye.
Responding publicly is essential to showcasing your brand as transparent, attentive, and helpful. Only after this first step should you move the conversation into a private message in order to provide a solution with greater detail, or to ask for sensitive information, like an account number or identifying details, essential to solving the customer’s problem.
Negative feedback on social can also represent the chance to turn unhappy customers into brand advocates and provide unique opportunities to surprise and delight.
5. Know When to Engage - and When Not To
Responding to social posts - both compliments and complaints - can strengthen a brand’s relationship with its customer base, but comments that veer into trolling territory (comments that are racist, sexist, or otherwise aggressively derogatory) are often better left untouched.
Be transparent with your audience by including a statement of what violates your online community terms in your bio or 'About me' section, and that you reserve the right to remove any postings of a vulgar, discriminatory, or inappropriate nature.
One caveat: be wary of deleting comments. This can incite more anger, and additional comments are likely to increase - both in number and in vitriol.
If a comment is derogatory, you can report it and on some networks, like Facebook, you can hide the comment from the public. This feature lets the comment remain visible to the user who posted it, as well as to the original poster’s friends, which lessens the potential for additional conflict when removing a comment from the public eye.
Investing in Customer Experience Starts with Listening
There's no better way to understand what your customers need and want than via their own feedback. A negative comment presents an opportunity to show your brand’s dedication to resolving any issues with transparency and empathy.
Use the five steps above to deliver service necessary for a satisfied fanbase - and to create a brand worthy of customer loyalty.
Written by Manish Agarwal, Brand Head at Zee Entertainment Enterprises and a Digital and Social Media Strategist from IIM Calcutta.
Dil Dhoondta Hai will premiere on Thursday, 21st September 2017
Home is where the family is …SPACE no bar! Or is it? Raising pertinent questions about the pros and cons of community living, Zee TV’s next primetime fiction drama – Dil Dhoondta Hai, is a show that captures the struggles of the Indian middle class whose dreams surpass the boundaries of the small houses they reside in! The show premieres on Thursday, 21st September and airs every Monday to Friday at 10:30 PM.
Committed to offering its viewers thought-provoking stories that nudge the ordinary common man to break out of his self-imposed shackles, draw from his inner strength and re-write his destiny to land at an extraordinary destination, Zee TV launches Dil Dhoondta Hai, an endearing tale of dreams and aspirations revolving around the lives of a millennial couple Raavi and Vishy.
Raavi’s never had to share space as her house back in Punjab, though modest, was a comfortable stand-alone accommodation with separate rooms for each family member. But destiny has her falling in love with Vishy and marrying into his Maharashtrian family, the Dalvis who stay in a small room in a Mumbai chawl where neighbors are as much a part of the family as your closest kith and kin. While Raavi makes this enormous shift, quickly gets acclimatised to her new surroundings and even warms up to the closely-knit chawl neighbors and relatives, claustrophobia gradually begins to set in for both Vishy and Raavi as they barely manage any privacy or space for themselves. Though Vishy proposes that they move out of the chawl and into a 1BHK apartment, Raavi refuses saying- Not without our family!
Produced by Dashami Creations, Dil Dhoondta Hai will highlight Raavi and Vishy’s story as they set out on a challenging journey of buying their dream house – a ‘3 BHK’ and planning a ‘happily ever after’ with their family!
Deepak Rajadhyaksha, Deputy Business Head, ZEE TV said, “Dil Dhoondta Hai is a unique concept which addresses the ever-growing challenge facing millennials – ‘family or personal space?’. The show depicts how modern India, despite being upwardly mobile, continues to be deeply attached to its core culture of family togetherness. With a robust weekend primetime in place, we are strengthening our spectrum of offerings by introducing the show at the 10:30 PM late prime-time slot on weekdays. Dil Dhoondta Hai marks our first-ever association with Dashami Creations, however, Nitin Vaidya who helms the production has been an integral part of Zee TV’s journey with a 10 year stint with the network and having been the channel’s business head. We look forward to creating a strong viewing proposition with the show.”
Producer Nitin Vaidya of Dashami Creations said, “Dil Dhoondta Hai ventures deep into the heart of Mumbai’s chawl-life set-up, and focuses on the very real struggles of space and privacy that the middle class faces while also touching upon the warmth and togetherness that comes along with this lifestyle. Raavi and Vishy’s life reflects the ever-increasing dilemma of choosing between community living and a more nuclear set-up. With apt casting and a finely nuanced slice-of-life treatment, we hope to touch hearts with this endearing story. ”
Dil Dhoondta Hai will feature a very talented cast including Shivya Pathania as the strong-willed and spirited Raavi and Stavan Shinde as the calm and determined Vishy. The show will also feature actors Ashish Dixit, Pratiksha Jha, Rajan Bhise, Purnima Talvalkar, Varsha Dandle and Hunza Sabir in pivotal roles.
Don’t forget to tune-in to Dil Dhoondta Hai starting 21st September 2017,every Monday to Friday at 10:30 PM only on ZEE TV!
Raman Singh to be Chief Guest
News18 network is organizing ‘Rising Chhattisgarh 2017’ in Raipur on September18, 2017. The Chief Guest for the event will be the Honourable Chief Minister of the State Dr. Raman Singh. The main objective of "Rising Chhattisgarh" will be to provide a platform to the state’s top political and bureaucratic leadership to outline and roadmap the development priorities for the state.
The programme will also feature a series of interactions with senior leaders & bureaucrats including former Chief MinisterAjit Jogi;Leader of Opposition T S Singh Deo;Revenue & Higher Education Minister Prem Prakash Pandey; Special Secretary, Energy & Commissioner, Housing BoardSiddharth Komal Pardesi, Special Secretary, Tribal WelfareReena BabasahebKangale, CEO, New Raipur Development AuthorityMukesh Kumar Bansal, District Collector of RaipurOm Prakash Chaudhary andMD, Electricity Distribution Company & CEO, CREDAAnkit Anand.
The engaging discussions at Rising Chhattisgarh will centeron the state government’smajor initiatives and achievements. The platform will also witness candid discussions on the challenges that the state has been facing and the strategies for addressing the same.The event will see diverse points of view being presented from across the entire political spectrum as well as have senior administrators and policy makers articulate their thoughts on the state’s development agenda.
Commenting on Rising Chhattisgarh,ETV News Network’s Group Editor Rajesh Raina said, “This edition of the Rising Series being held in Chhattisgarhwill provide our viewers here with a unique window into the priorities of the state government and how the overall governance apparatus in the state aims to address issues that people in Chhattisgarh are facing.”
Avinash Kaul, President - Network18 said, “The Rising Series has become established as a highly credible and impactful platform since its launch earlier this year. Chhattisgarh will be the 7th state where the News18 Network will be organizing this event. We firmly belief that as the country’s leading news network, it is incumbent upon us to create avenues for a direct and open dialogue between all stakeholders key to the growth of a region.”
Tune in to view this program live on ETV MP/Chhattisgarh 5.30pm onwards on 18th September.