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We help brands to connect with consumers at the point of purchase – driving incremental sales, btl marketing & face to face marketing Professional creating new consumers and brand advocates.

At Fulcrum, we are experts in the indian retail environment. As a retail and in-store agency with an in depth knowledge of product sampling, retail promotions and product demonstrations – our nationwide teams can drive sales for your brands at the till.

If you’re looking to showcase your brand within existing retailer channels, or build a whole new audience, we can help you get there.

Our expert staff are experienced with grocery, FMCG, consumer electronics, motor, toys, health and beauty brands and all hold relevant Food Handling and food certification. As a specialist retail and in-store agency, Fulcrum holds full FSSAI certification.

We also provide branded sampling stands and merchandise production, uniforms, freight, storage and logistics to ensure a smooth rollout of your campaign.

With a focus on inspiring action in consumers and delivering actual results, we ensure that we build in measurement, reporting and amplification to maximise ROI for clients.

Speak to us about how we can help you deliver in-store sampling, retail promotions, product demonstrations, travel retail promotions, retail staff, brand ambassadors and retail events.

Small Business Brand Marketing:btl marketing | face to face marketing Professional Kasba Peth

5 Tips For Taking Your Brand to Market

Part 1 of our Brand Basics for Small Business series, we covered the crucial first steps to setting up your brand. Once you’ve taken those initial steps and got your brand off the ground, the next stage is to start marketing, in order to raise awareness of your brand, build a customer base, and drive sales for your business. To help you get started, we’ve got five important tips for taking your brand to market.

Tip 1: Get your messaging right

In business, first impressions mean a great deal – so what your initial marketing communicates about your brand will shape the (usually lasting) opinion potential customers form about your brand.

Spend time developing clear, compelling brand messaging that succinctly communicates your brand, ties in with your brand identity, and is relevant to your target audience. Bear in mind that as your brand develops and grows, you’ll need to be able to continue delivering this messaging consistently across all platforms, so getting it right in the early stages is essential.

Tip 2: Choose the right channels

Small businesses are faced with a vast array of potential marketing tactics through which to promote their brand. From digital marketing to direct mail, the key is to identify those channels that are most appropriate to your brand – and are most likely to attract the attention of potential customers. This is where thorough market research (discussed in Part 1) is vital, as you’ll need a clear understanding of your target audience and what channels have the best chance of reaching them.

Potential marketing channels include email marketing, brochures and flyers, social media, event marketing and many more. For some ideas on using a selection of these channels successfully, check out our Guide to Becoming Marketing Active.

Tip 3: Provide clear calls to action – and incentives for following them

Whether your call to action is driving traffic to your website, encouraging email newsletter opt-ins, or increasing your social media following, you need to make this call to action as clear and straightforward as possible. Confusion or ambiguity is an immediate turn-off, so make sure you spell out exactly what people need to do and how to do it.

Behind every call to action, you need to answer the question that is inevitably on the minds of your audience: “what’s in it for me?”. By providing compelling incentives for performing the desired action, your audience is much more likely to follow your lead.

Tip 4: Go for the highest quality you can afford

While budget will always play an important role in small business marketing considerations, opting for cheap-looking, inferior quality marketing materials can do considerable damage to your brand in both the short-term and the long-term. At this early stage it’s important to remember that, as mentioned above, first impressions are critical.

Quality doesn’t just extend to the physical materials on which your marketing is delivered. Skimping on components like copywriting or design can be just as off-putting as cheap paper, so avoid cutting costs by doing it yourself. If price is an issue, consider taking a ‘less is more’ approach and focusing on doing a few key tactics well.

Tip 5: Know your goals from the outset

Before you commence any type of marketing, you need to know what you want to achieve from this activity. Once you’ve established a set of clearly defined goals, you will be able to identify the steps you need to take to achieve these targets.

When setting marketing goals, it’s important to choose targets that are achievable, as well as ensuring you are as clear as possible about your goals. Be specific about what each goal involves and outline timeframes for achievement to work towards. In addition, it’s vital to make sure your marketing goals are easy to track and measure.

While there are many other areas you’ll need to consider before embarking on a marketing strategy, taking time to focus on these five areas will provide you with a strong starting point on which to build.

Stay tuned for the final part of our Brand Basics series, in which we’ll be looking at how to maintain your brand in the long term.

We’d love to hear your experiences of taking a brand to market – if you’ve got your own tips, why not share them with the MIH community? Get in touch by leaving your comments below…

btl marketing | face to face marketing Professional Kasba Peth

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USE DESIGN IN YOUR BUSINESS

Design opens up valuable opportunities for businesses. Its importance is often underestimated, but good design can bring some significant business benefits.

The research and prototype stages of the design process can generate new product ideas and allow you to discover your customers’ needs and preferences.

Design can then help you turn these ideas into innovative and competitive products and services that are suitable for your market. You can also use design to make your business processes more efficient and to strengthen your marketing approach.

This guide explains the different ways that design can benefit your business, from product development to business strategy. It also outlines what’s involved in the design process as well as how you can manage the process and measure its success.

THE BUSINESS BENEFITS OF DESIGN

Evidence shows that using design improves business performance. Businesses that undervalue the importance of design may be missing vital opportunities.

Design can bring a range of commercial benefits if used systematically across your business. These benefits include:

Designing for your customer

The effective use of design gives customers a reason for buying from you and not from your competitors. It’s a valuable source of differentiation – a well-designed product or service will stand out from the competition.

Design also adds value to products and services. Customers are often willing to pay more for well-designed products that can offer them benefits such as greater usability, increased functionality and improved aesthetics.

Designing for efficiency

But as well as enhancing the products and services you sell, design can also improve the way your business operates – the efficiency of its processes, the cost-effectiveness of the raw materials it uses, the quality of its packaging.

As well as increasing the value of your products and services to customers, design can cut production costs. Careful design of the manufacturing process, for instance, can bring substantial savings. It can also make processes and the use of materials more efficient and environmentally friendly, helping businesses comply with sustainability regulations and legislation.

HOW BUSINESSES USE DESIGN

Design covers much more than just the outward appearance of products or the graphic elements of things such as your website, packaging and marketing materials. It plays a part in nearly every aspect of what most businesses do.

In some areas, the importance of design is quite obvious – for instance, when a business creates a consistent look across its products, signage, stationery and marketing activities.

Design can also be used to benefit your business in many less obvious ways. Remember that design isn’t just about managing the appearance of your business – it’s also about managing your business processes so they’re as cost-effective as possible.

Businesses use many types of design, among which:

It’s a good idea to conduct a design audit – look at key areas of your business such as your brand, your product and service development, your work practices and customer communication and then consider what role design plays in them. There may be opportunities to use design to make your business more efficient and to add value to your products and services for your customers.

MAKE DESIGN PART OF YOUR BUSINESS STRATEGY

Design deserves more attention than it frequently receives from business owners and managers. It’s often seen as a finishing touch in product or service development – something to be used after the strategy has been formulated, key decisions have been made and budgets have been allocated.

Successful businesses include design as part of their business strategy from the outset. This is because involving design at an early stage can save you money and result in a better offering and a better experience for your customers.

You don’t necessarily need a professional designer to use design strategically – just looking for new ways to meet your customers’ needs is an important step in taking advantage of the benefits of design. Making even minor changes can provide considerable rewards.

Your first steps to using design more strategically should include:

Business advisors with design knowledge can provide guidance on using design and working with designers.

USING DESIGN TO IMPROVE PRODUCT DEVELOPMENT

Finding out what your customers want is an essential starting point in designing competitive products and services. The more you discover about your customers’ preferences from market research and design-led user research, the more likely you are to design products they’ll want to buy. See our guide on how to know your customers’ needs.

Product development involves the following steps:

See our guide on how to develop new products and services.

Remember that product development shouldn’t only be focused on your existing customers – it can also be used to help you target new customers and move into new markets.

USE DESIGN TO WIN NEW CUSTOMERS AND MARKETS

Design can be a powerful means of retaining customers and positioning your business for a move into new markets.

Responsive businesses can use design methods and techniques – such as user research and prototyping – to identify customer needs that aren’t being met and then create or refine a product or service to fill the gap in the market. See our guide on how to know your customers’ needs.

Businesses can use design in a variety of ways to appeal to new customers and build new markets. These include:

Design can also help you expand into foreign markets – perhaps by complying with different technical standards or by tailoring a product or its packaging to preferences in your target market.

Alongside winning new business, don’t forget the important role design can play in retaining your existing customers. Whether it’s a new product or a website redesign, fresh design can keep your customers interested, and help you contend with the competition.

The needs of customers can change, so the user observation, trend research and prototyping that are part of the design process will help you keep in touch with your market.

THE DESIGN PROCESS

The design process should be managed like any other business process. The key is to co-ordinate those involved – designers, managers and employees with an insight into the project requirements – to ensure that your use of design delivers the outcomes you require at the cost you have budgeted.

Key tips for managing the design process

When the process is finished make sure you gather as much feedback as possible from those involved – it will help you run future design projects even more smoothly.

MAXIMISE THE SUCCESS OF YOUR DESIGN PROJECTS

For every design project you undertake, you should set clear targets for measuring its success.

In many instances customer response will be a crucial factor. For instance, if you design a new product or a new website interface, the key benchmark of its success will be its performance in the market.

You may also need to consider a wide range of additional factors when judging the success of your project:

The more specific the targets and review dates you set out in your design brief and the more key people or departments you involve in setting them – the more likely it is that you’ll reap the return you want on your design investment.

If problems arise, deal with them as quickly as possible. Revise the design brief if important new information or priorities emerge – try not to get locked into a project that won’t deliver what you need.

After a design project has concluded, review it to see what lessons can be learned – this will make it easier to ensure the success of future projects. And don’t look at individual design projects in isolation – achieving your overall objectives may require a series of design investments to build on each other.

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