Sales Promotion

Sales Promotion:
Because of recession,Shrinking budgets are a reality,most clients are now directing spends into more engaging customer touch points that allow coinsumers to experience the product & generate sales.In such an envo. CANDID is grabbing lion’s share of below the line advertising as it continues to work with big spenders like HUL,NOKIA

Q: How to describe Activation/promotion Industry?
In India it has evolved lot differently than WEST.
There Main-line ad agency –Theme based ad
Very well-defined sales promotion industry- Scheme based advertising.

Brands now have realised promotion is a serious tool.Now promotions are discussed for the coming budget.

Q: How differently consumer reacts to Brand activations & salkes promotions?

Indian-Value consciousIndian shoppers are looking for an experience rather than a product.More footfalls but less sales.

Q: how about growth rates?
40-45 5 last year.
FMCG,Media & ent , Consumer durables , telecom , are likely to spend.

Q: Are main line people shifting to below the libne?
They do but they are not 3D.
Not just in creative but also in servicing , thought process ,

Q: Some big spenders use multiple agancies . Is that good?
Promotions are often centralised or decentralised.
Some money is controlled by Central team & some by regional.

As long as there are multiple teams , people work harder

Lot of event agancies are facing slowdown blues:

Everyone is cutting back & being prudent.Clients’ spending on events has gone down more than promotions.

Q: Lot of Radio stations have started activation divisions…
When they get campaigns , in order to do packaging , they start these divisions.