The most important thing for a New Brand is to come into the consideration set of a potential customer
And way before this happens; it is vital for a New Brand to build awareness and create acceptance. And for awareness, one has to create visibility. A name that is not visible has no potential of becoming a brand. Being a “best kept secret” doesn’t work in the world of brands
A brand is a sum total of all experiences that a product or service has in customer’s mind.
If a product doesn’t create the above, it is not a brand but a “Label.”
In almost every industry and category, there are dozens of names that set out with an objective of becoming a brand. A vast majority of them don’t make it and remain as being just a label.
A fundamental sensory experience that a New Brand has to work upon is “sight.” A visual experience comprising of design and communication. And you got to add one more thing, i.e. “context.” A meaningful context is vital to create consumer relevance
To create relevance, one needs to build a strategy
To create a sound strategy, one should have a right understanding of the product and its target market. This brings us to the point of Research. This is from where Springboardd starts.
Springboardd is about understanding the consumers and delivering creative and practical marketing concepts to generate “Acceptance and Trials” resulting in ‘stickiness’ of sales
Our biggest strength lies in the initial stages of a brand’s evolutionary process. And that is, to get traction on retail—both e-commerce and physical
Springboardd paves the road for the Sales Team
We helped bring back Retailer’s confidence and made the life of Sales Team much easier by activating an objective driven comprehensive marketing mix for an international tea brand
RETAIL AT SPRINGBOARDD… We believe that retail is not just a BTL point, but is the first medium of advertising for New Brands. We devise advertising campaigns and collaborative category communication programmes for retail
Springboardd created competitive edge for a fledgling brand in the storm of mighty competitive forces, created visibility and acceptance inspite of having limited resources
The creative process at SPRINGBOARDD starts with the Brand Code. This tools ensure consistency in all Brand Communication, across cultures, and works around a single brand expressions. The Code outlines the Today’s Approach, with Tomorrow’s options.
SPRINGBOARDD does not differentiate between above-the-line or below-the-line. The SPRINGBOARDD MeTSA media plan aligns media and budgets with Targeted Sales Areas. MeTSA media helps SPRINGBOARDD evaluate diverse media options to even consider your showroom as a media.
MeTSA Concept… Media Plan based on Targeted Sales areas • Takes into account all Consumer Interaction point as our media… this goes up to the last contact in the chain • Aims at working out consolidated GRPs across mediums… including showrooms • To work on the principle of delivering an experience… The Brand Experience
Visibility, Retail Recommendation, Awareness, Trials, Range selling, Saliency in SME along with repeats. Retail Communication is just one part of an overall marketing programme and not ‘the marketing programme’
Building a brand is like running a marathon and not a sprint. You have to be consistent and persistent. Springboardd creates an opportunity for new brands to become leaders in the category and presents a first movers advantage to lead that category
Springboardd has extensive experience in real estate industry with work on more than a dozen brands
Know about an unknown and unheard-of brand waking up in a depressed market and gaining a position of the most trusted brand that commands premium in comparison to competition. A 100% sell off across projects. Brand power helped and careened the company when market relapsed
Springboardd process works with your customers, across digital, mainline, & unconventional mediums like an experience centre to gain acceptance and trials
The branding foundation stone for Springboardd is Power of Segmentation. Segmented Creative Approach communicates “brand values” to different target groups, through ‘micro’ and ‘macro’ medias. Springboard moulds the Functional, Mental, Social & Spiritual dimensions of your Brand.
From inception to communication. We choose segment related values, provide the value, communicate the value, differently to different markets, while maintaining the brand identity and key brand proposition
We are living in an era of fantastic product, fantastic price, fantastic location, fantastic sales team. Ditto for competition. We Search, Create and Communicate your ‘reason to exist’. And thrive. Across segments - across media - across channels