franchising aspects Sep, 23 2009

New age branding exercises

Branding helps a brand gain the much needed recognition amongst the target audience. However, the techniques to be used and the extent of their application must be known to you. Effective branding strategy drives a customer to your brand. Here are some th

By Neha Malhotra
Sub Editor, Franchise India Holdings Limited, Web Division
New age branding exercises

As a franchisor, it is your endeavour to market your brand and carry out the needed branding campaigns to reach out to people. Branding exercises range from the usual ad hoc ones to much effectual and efficient ones today. Newer techniques have surfaced which aid your business just right. Read on to know the ones you can undertake and reach newer heights.

Targeted e-mail marketing

Targeted e-mail marketing refers to building of a database that is relevant to your business and then keeping them informed of all that they need to know and could be of use to them. Sending relevant information will bring back the customer for more. As the marketing tool is so targeted, the deliverability outcomes are generally very high.

Brand ambassadors

Attaching brand ambassadors to your brand can work really well to market your products. Brand ambassadors are people who have a trusted and loving image in people’s mind. They bring this trust, love and loyalty to the brand which further helps to enhance a brand’s image. The ‘Unbutton’ campaign for Levi’s carried out by ace actor Akshay Kumar brought laurels to the brand and made the unbutton collection a hit.

Social networking and blogs

Franchisors are now realising the potential of social networking websites. You can make your own brand community and post the latest happenings taking place in your business and keep people in the loop. The prime target target audience of these social networking sites is the youth as they are hooked on to these websites. Making blogs with relevant information and news about your brand and then posting links on the social networking websites can help increase user activity where the visitors can read and post their views. This in a way is a way of getting feedback which can help you improvise the business with the relevant demands.

Sms promotions

Sms marketing refers to the promotion of products by the firm to its prevailing customers. The success of the format depends on the usage and willingness of the customers to accept advertising and advertising-supported services. Sms promotion is an extremely striking opportunity for franchisors because mobiles are one thing that people carry with them all the time. It has been found that 84 per cent of the people keep their cell phones with them around the clock and the customers open 94 per cent of all text messages. Also despite the fact that patrons aren't outrageously fervent regarding cell phone ads, about 20 per cent of users find some form of advertising on their mobiles to be acceptable. With the number of mobile users increasing, this seems to be a technique that you can cash in on.

Film merchandising

When we go to watch a movie there are so many occasions when we are fascinated by the clothes worn by actors and actresses and that we wish we could own them. Partnering with a motion picture and bringing out special collections can also help create the buzz for your brand.  It will help you to connect with the people in a superior way.


Advergaming refers to developing a game to advertise a brand. In this tool, you can wrap a brand’s core message in a gaming format in a fun yet discreet style.  This is a way of creating an experience for a customer with a brand with ample quality of interaction. As the youth brigade is becoming the most targeted group and it is they who are hooked onto gaming websites a lot, this seems to be the perfect option for you to capture their attention in a way that is recognised by them. Advergaming helps to create awareness and encourage user interactivity with the brand.

Hitch of the techniques

A drawback that is common to all these techniques is upsetting the customer by over doing an activity. All the techniques should be applicable in a limit as over doing it will only deter a customer and not get him more involved in your brand. Doing it in limit will only bring the desired results.


Putting to use these techniques will for sure help you connect in an enhanced approach with the customers and will create an idealistic image. It will bring people closer to the brand and will help them correlate with it. So…get going!

Related: Integrated marketing: tool for maximising profit

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