Experiential marketing, also known as “live marketing” or “engagement marketing” or “participation marketing” is actually a marketing strategy which involves the consumers directly and encourages them to get engaged with the brand. This strategy has a benefit over the other forms of promotions as they provide a one- on- one interaction with the customers which makes it more memorable and meaningful for them. The customers are more likely to buy a product promoted by the help of the experiential marketing ideas as they feel connected to it.

An experiential marketing company helps to create awareness about the product. The consumers get to know the product and it gets engraved in their minds. Thus it helps to provoke attention to the brand. The consumers come to know about the products and tend to buy if they like them.

The brands prefer to take the services of the best experiential marketing agencies available in the market. They try to develop a bond with the consumers. Various marketing gimmicks are used for this purpose like activating a sponsorship or distributing free samples among them. It gives a memorable brand experience to the individual customers and offers a fair chance that they will buy the products.

Experiential marketing company helps in catalyzing purchases as the customers feel that they are not at a store but it is just an experience and that they have an option of not to buy as well. Thus, if they like the products, they become inclined to buy them.

Moreover, a one-time purchase may meet the immediate targets but the companies aim for brand loyalty. Experiential marketing companies with their innovative ideas make it sure that the existing customers keep talking about the brand post their initial purchase. It makes them feel good about their purchase and encourages them to buy again and thus ensures brand loyalty. Moreover, they can promote these products via social media or can directly recommend them to their friends if they like them. Experiential marketing aids in this motive by connecting the customers directly to the brand.

Thus, if a brand hires one of the best experiential marketing agencies, it has already won half of the battle. An expert in India Experiential Marketing Company will ensure a good connect with the customers with the help of its attention capturing ideas and it will eventually result in a spur in the company’s sales. Not only the immediate goals will be taken care of but this connect will ensure good sales in the future as they work on building the brand loyalty also!

A shopping mall is a blessing in disguise for people who hate to spend hours shop hopping from one end of the market to another. Shopping mall advertising reaches consumers who are already geared up to spend money. Add to that the scorching heat, pouring rain or chilly winters can be a very tiresome and messy affair. A shopping mall is an answer to such woes. Shopping malls are cropping up all over India at a very fast pace. One of the prime reasons for this is the convenience and the ambience that they offer. A person can satisfy most of his shopping needs under one roof and that too with a plethora of comparable options. Malls are no longer just a destination for shopping. They have evolved over the years and today they offer a complete retail and leisure experience as they house cinemas, food courts and other family attractions besides the high-end retail stores. The plush ambience of malls adds to the overall appeal. All these factors put together have led to an increase in footfall and an increase in the visitor dwell time. Shopping malls are a favourite amongst the elite class and youngsters who are brand conscious. Naturally, it becomes an attractive medium for advertisers who wish to target this specific category of customers. Shopping malls provide the ideal environment to communicate with consumers as they are in a relaxed frame of mind and are open to brand messages. Hence shopping mall advertising is steadily gaining momentum. Shopping mall advertising is versatile and can be used in many forms.
Shopping malls are bustling with customers on any day and even more so on weekends. Advertising in shopping malls offers excellent opportunities to make contact with your target audience.Slow moving foot traffic and longer dwell times ensure that the advertising message gets noticed with options such as:
Facade Hoarding
Glass Facade
Arch Gate
Drop Down
Frisking kiosk
Escalator
Standee
Backlits
Elevator Branding
Danglers
Parking
Food Court
Washroom Branding
Conceptual Innovations & Activations
Kiosks & Promotions
Sampling
Branding at the cash counters

Advertisers can select the best fit from the above options for advertising in shopping centres. Malls are also an excellent avenue for conducting experiential marketing events. Shopping mall promotion ideas, when creatively designed and planned, can directly result into increased brand awareness, brand recall and higher conversions from prospects to customers. Trust a renowned brand like Khushi to address all your shopping mall advertising needs.

Any marketer will vouch for the fact that there is nothing like making your customer experience your brand first hand. It is the best way to influence your customer. Brands are increasingly discovering that interacting with customers is the best bet to establish a connect with your brand. Once a connect is established, it becomes the first step to winning a customer for life.

As any veteran in the field of marketing would opine, the correct manner to start off any marketing exercise is to be in constant touch with the consumers and try and understand what their need is. A marketer needs information about the customer’s likes, dislikes, wants, needs, choices, preferences, etc. first hand. Consider the number of ads a viewer is exposed to while watching television. It is extremely difficult to recall them due to the sheer number of ads that get bombarded and the lack of personal touch. This is where Experiential marketing comes to the rescue. This type of marketing focuses on engaging the customer on a personal level and allowing the consumer to experience the brand. Since Experiential Marketing engages the customer on a personal level, it creates a memorable experience for the customer that will be remembered for a long time.

Experiential Marketing revolves round creating a holistic brand experience for the consumer. Since a consumer can participate in the Experiential Marketing event, it draws an emotional connect with the consumer. Generally, consumers are more likely to buy a product if they can first try it. Experiential Marketing gives them an opportunity to do so. If a brand can successfully engage the audience through innovative Experiential Marketing ideas then, then it stands a great chance to create a sense of belongingness and ownership in the consumer’s mind. It is this sense of belongingness and ownership that goes a long way in developing a deep impact on the consumer’s mind. Experiential marketing immerses consumers within the brand by engaging as many human senses as possible. When the senses of touch, feel, smell, hearing and sight are employed, the resultant impact is many times more than seeing a regular advertisement on TV or driving past a billboard on the highway.

Brands which have hitherto shied away from experimenting with Experiential Marketing need to rethink their strategy. Innovative Experiential Marketing ideas can go a long way in winning a customer for life.

In today’s world, all of us are bombarded with innumerable advertisements right from the time we wake up till we settle for the night. Companies trying to sell their products and services vie with one another to catch the attention of the consumer. Advertising through commercial breaks, giant hoardings, posters, flyers and what not! However, the consumer in today’s fast paced world is not easy to please. It is only the most eye catching advertisement that will merit some time and attention from him. How can this be done?

Ambient advertising is the answer! Many advertising agencies in Mumbai have resorted to ambient media advertising to create an impact on the consumer minds for their product or service. One among them is Khushi Advertising which has been quite successful at it. However, do we really know what is ambient media?

Ambient Media – Advertising done differently

Today are the days of ambient advertising with the traditional forms of advertisements having a reduced quotient of consumer appeal. In this new form of advertising, advertisements are placed at the most unusual places to bring an element of surprise and fascination to the consumer. The ideas could be bizarre but they do achieve the desired effect. Some of the media formats that are used include common-place objects like a park seat, waste-paper bins, handles of shopping trolleys, sides of buses and taxis or unconventional locations such as public urinals, washrooms or building windows. Creativity at its best is the trademark of ambient media advertising.

Secrets to Success

The main aim of the ambient advertising agency is to create an ‘unforgettable’ ad. In order to do this the advertising agency has to take into consideration several factors.

The first vital factor is the unusualness of the location. The next is the content of the message and its co-relation to the location. The execution of the advertisement matters the most. The combination of the media format and the underlying message has to have the ‘wow’ factor. This alone helps to communicate the message to the target audience most effectively. The innovativeness of the creative team at Khushi Advertising is responsible for its success in this field.

To give an example, it is quite common to write advertising messages behind trucks, tankers, cars but incorporating a car’s back wiper relevantly into the advertising message enhances the effectiveness and catches the attention of the viewer. The ad should generate greater consumer engagement and also offer the advertiser a chance to drive contextually pertinent communication.

Ambient advertising has definitely taken product/service advertising to the next level!

At Khushi, we believe we need to be better today than what we were yesterday. We believe in putting our best foot forward. We believe that there is always room to do better. Hence we constantly work towards improving our services. One of our pivotal avenues for advertising is cinema. We are proud to be the top cinema advertising agency in India and we wear this crown with great responsibility. Our clients are our top priority and we don’t deter in going that extra mile to delight them. To further strengthen our roots, we have appointed Ms. Archana Yadav as Head – Branding (Multiplex Advertising).

Cinema advertising addresses a captive audience with a specific intent. Hence, there is a lot of opportunity to create exciting work that benefits brands as well as consumers. Archana brings in with her over 24 years of rich experience across a range of sectors and marquee organisations. Her last stint was as Assistant Vice President- Revenue at Times Innovative Media Ltd. (TIML), a subsidiary of Bennett Coleman & Co. Ltd. Prior to TIML too, Archana has held Senior level positions with the Reliance ADA Group’s financial services arm, Reliance Capital, serving at Reliance General Insurance Company Limited and Reliance Money. A post-graduate in Physics from Hindu College, Delhi University, Archana has also had successful stints with ABN AMRO Bank, ICICI Bank and Stock Holding Corporation of India Ltd.

Vishnu Telang, CEO – Khushi Advertising is confident that Archana will take the Multiplex Branding vertical to greater heights – both from revenue as well as clientele perspective. He opines that Archana has a solid understanding of non-traditional media solutions along with strong business acumen. He also states that, equipped with revenue orientation and proven expertise in managing key clients, Archana is the perfect professional to lead such a critical business unit for our company.

Archana has a wealth of experience in concept selling and an infectious energy that will infuse new life in the multiplex branding vertical. Her strengths in ideation and go-to-market strategies will be of immense benefit to our clients. These are exciting times for us at Khushi, and Archana is poised to play a decisive part in our growth story.

Every avenue for advertising can be effectively used if the media planning agency can germinate an idea that can effectively carry the brand’s message and nurture that idea to create an innovative and unique advertising campaign. There are many mediums that brands have been using traditionally to advertise their products. While each of those mediums has a strong capability to deliver the brand message, what is also true is that all those traditional mediums have very little scope for bringing in uniqueness. Hence, agencies look for alternative avenues to showcase the brand which can garner maximum eyeballs from the appropriate target audience. One such avenue is gyms.

Gyms are excellent platforms for many brand categories to advertise and grab the attention of a precise target audience. People who frequent gyms are image conscious and are mindful about diet, health, well-being and appearance. Usually they are the ones who invest in diet food, health drinks, good clothes, fitness gear, deodorants, shoes, etc. Hence they prove to be the best target audience for brands in health food, fashion, accessories, shoes, perfumes, watches, etc. Advertising in gyms is a great association for wellness and luxury brands. Since gym goers generally hold a membership and are regulars, the advertising message also enjoys good repeat value. There is also a very good chance of your message reaching a wide audience through positive word-of-mouth communication by the gym patrons.

Advertising in gyms offers various advantages such as-
Reaching the right TG – brands can reach affluent, image-conscious consumers who use premium gyms
Hyperlocal marketing – brands can connect with local consumers who have the purchasing power and the propensity to spend.
Frequency – it is easy to achieve a good frequency of viewing as consumers spend at least 45 minutes per visit at the gym and regulars visit the gym 4 to 6 times a week. This will result in repetitive viewing of your ad.
Affordable Investment – advertising in a gym is relatively much cheaper than T.V. there is lesser wastage also as your ads are directed at your filtered target audience only. It helps you to target a specific group, which yields a much better return on your advertising investment.
Brand-avenue fit – if your brand is into health food, fashion, fitness gear, accessories, shoes, perfumes, watches, etc., gyms are the perfect platform for your advertisements.

Brands can select from the various communication options available in a gym-
Danglers
Posters
Lockers
Washrooms
Standees & Cut-outs
Promotions, Kiosks, Engagements & Activations

Hence, advertising at gymnasiums can prove to be a very good option for brands dealing with image and lifestyle. Khushi Advertising’s extensive list of over 200 gym outlets helps you to spread your brand’s message across multiple cities.

Khushi Advertising has bagged the ‘Rural Marketing Capability Award’ in the category ‘Best Use of Cinema Advertising’ at the Asia-Pacific Customer Engagement Forum & Awards (ACEF) 2016 held on September 27, 2016.

The theme for this edition of the ACEF Awards was “Translating Marketing Visions into Engaged Customers”. Outstanding contributions in the fields of Marketing & Branding, CSR and Rural Marketing were awarded for excellence in their respective fields.

Speaking about this feat Mr. Vishnu Telang, Director – Khushi Advertising opined “We have been rewarded for our relentless effort to further our hold in the cinema advertising industry by giving a fillip to our presence in the rural segment. We all know that the Indian rural market with its vast size, diversity and huge demand base offers great opportunities to marketers. Brands today are scrambling to be seen and heard by the rural customer. We offer comprehensive cinema advertising solutions in 5500+ single screens and 2500+ multiplexes pan India. Rural cinema advertising is definitely on our radar and we help our clients take their products to the hinterlands.”

“We are thrilled and honoured to be recognised for our work in this category” affirmed Mr. Pranay Shah, CEO- Khushi Advertising. “This award reflects our tireless efforts to be the best in the cinema advertising and ambient media advertising domain. The rural segment is poised for a huge growth spurt with marketers keeping the rural customer at the focal point of their marketing campaigns. Our 360 degree advertising solutions tailored for the rural cinema audience can help brands reach out to the heart of the Indian market – the rural customer”.

About Khushi

Khushi Advertising Ideas Pvt. Ltd. is the top cinema advertising agency and one of the leading ambient media agencies in India. Starting its operations from Ahmedabad about a decade back, today Khushi has grown exponentially, with presence in 33 cities and a strong team of 230+ professionals servicing 350+ leading brands pan India. Khushi furnishes its advertisers with a unique mix of exciting ambient spaces & innovations in leading malls, multiplexes, airports, hypermarkets, departmental stores, coffee shops, gymnasiums, restaurants, entertainment zones and other avenues in India. Country- wide presence, innovative techniques, approach & execution ability has put Khushi at the vanguard of ambient media planning in India.

Ambient media advertising refers to almost any kind of out-of-the-home advertising which occurs on a non-regular medium. Ambient media is a name for a media choice that is not considered mainstream. It involves deviating from the trodden path of advertising followed traditionally and instead using unusual mediums to grab the attention of audiences.

Ambient advertising can be done either as a standalone activity, or it can be combined with other traditional media advertising. Ambient media advertising essentially uses ambient spaces or places with high visibility for placing the message. Its USP is the element of surprise that it carries. When an ad message is communicated in an unusual or unexpected place in an innovative manner, people are bound to sit up and take notice of it. Also, since ambient advertising is different from regular advertising, the ad is easily registered and recalled by the audience.

Some examples of ambient media are escalators in malls and multiplexes, table mats and tent cards in QSRs, floor stickers in malls, baggage trolleys at airports, shopping carts at hypermarkets, washroom branding in multiplexes and malls, seat-backs and tickets jackets at cinemas, treadmill and towel branding in gyms, and so on. The key to remember here is that there has to be a perfect marriage between the avenue and the kind of message it is delivering.

Some of the reasons for the growth of ambient advertising in India are-

Ambient advertising is non-intrusive – Ambient advertising does not disturb you while you are watching your favourite T.V. programme or listening to your favourite songs on radio. It does not invade your entertainment space and time.

Excellent medium for POS communications – Impulse buying is a behaviour that marketers desire. POS communication is an excellent driver for impulse buying. Use of ambient advertising to deliver effective POS communication in malls, multiplexes, hypermarkets, etc. can add a sizeable percentage to the impulse purchases.

Novelty – Ambient advertising is different from regular traditional advertising. It instantly grabs attention because it has something new to offer. This novelty factor acts like a magnet to attract eyeballs and makes the ad almost impossible to ignore.

Precise targeting – Ambient media advertising is done at places which are sure to bring in the desired TG. Hence, there is minimal wastage.

Versatility – Ambient advertising is the most versatile medium and can be tailored to suit the environment of the place where it is being done. It allows the creative juices to flow and does not limit the marketer with pre-defined boundaries of creative confines.

Ambient media agencies in Mumbai, Delhi, Chennai and all the other major cities are experts at providing innovative ambient media solutions. Khushi Advertising is the leading ambient media agency in India offering a number of ambient media advertising solutions. Our long list of clientele trust us to deliver unique ambient solutions across various avenues such as malls, multiplexes, hypermarkets, airports, restaurants, gyms, bookstores and others.

Marketers are constantly struggling to be at the top rung of the brand recall ladder in the consumer’s head. Today’s fast and competitive life coupled with the increase in number of media consumption options means that consumers very often consume two or more media simultaneously. They watch T.V. with their smartphones in hand and browse through it during commercial breaks on T.V. For the brands advertising on T.V., the harsh reality is that your TG is not giving their undivided attention to your ad. Media planners are taking notice of the effectiveness of cinema advertising.

Cinema is a medium that doesn’t have this shortcoming. Various studies have analysed and reported that ads watched in the cinema are processed by the brain more consciously, proving a much more powerful and emotionally engaging medium for brands.

There’s no denying that cinema delivers only a fraction in terms of reach and frequency as compared to T.V, however, as a supplementary medium it can enhance the effectiveness of T.V. Where cinema scores hands down over T.V. is in the impact it delivers.

Media planners today are sitting up and taking notice of the effectiveness of cinema advertising. Some of the reasons that media planners need to keep in mind are:-
Cinema advertising targets urban, educated and affluent audiences
Cinema advertising delivers more impact and recall than T.V.
Cinema delivers to a captive audience
Cinemas provide an immersive and captivating environment
Cinema audience is amenable to marketing communication
Unlike T.V., cinema advertisements cannot be skipped
Cinemas provides a big screen and superior sound quality to showcase brands
Precise targeting options are available in cinema advertising
Cinema advertising is the best option for pin-code specific marketing campaigns
Apart from onscreen ads, cinemas provide a platform for various branding and engagement opportunities
Cinema advertising offers cost-effective targeting as wastage is reduced due to precise targeting
Cinema industry is flourishing and more and more people are flocking to the cinemas every year

While it may not be advisable and feasible for marketers to run only cinema campaigns and not T.V., it would be best if media planners integrate cinema in their media mix as a complement to T.V. This way they can score on all the fronts- reach and frequency through T.V.; and recall and impact through cinema.

To sum up, cinema offers you a platform like no other to reach your filtered TG through an immersive and engaging manner. It offers you an opportunity to create that lasting appeal that lingers with the audience long after they leave the cinema hall. Brands and media planners are increasingly recognising the strong and unique impact of cinema advertising and weaving cinema into their overall media mix.