About Us
Fulcrum is a brand activations company specialising in below the line campaigns, special events and other field marketing activities. Established in 2007, we have extensive experience in our field and count amongst our points of difference the following.
We do this by creating moments in popular malls, colleges, bus stops, multiplexes, stores and events right into cherished moments in a customers life.
Our vision is to empower brands & corporates to communicate primarily through the medium of experience & innovation.
We believe in the sales of our clients products/services, sales supported by brand visibility, awareness and execution of the products message with a promotional objective.
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Brand Activation Network
In order to give our clients the best services possible all under one roof, Brand Activation operates within a network of specialist partners, to provide you with the best services in:
PR & Media Management during and post-event
Digital requirements
Marquees & Tent structures
Exhibition Stand production
Event branding print & production
Event equipment and furniture rentals
Audio-visual rentals and support
Photography & Videography
Special catering & F&B
Promotional items production
Promotional staff, security,
valet & Talent Booking
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Business Learning Terms
Social Media: Are Clients Suffering From Myopia?
Posted in Uncategorized
There is hardly any marketer who does not talk about need to leverage Social Media for their brand. So much so that some have added another P (Participation) in already existing 4 Ps. It sounds really nice to hear clients speaking about social media. But when it comes to implementing the campaigns, they are back to square one. Most of the clients are doing online campaigns either because their competitors are doing it or because internet is probably the most measurable medium. Most of the times strategic thought is missing. Clients still create fire on not been able to see their ad on sites. When we broach the Social Media topic, clients by default assume its also as measurable as their banner campaign which unfortunately is not the case. Conversations can only be felt. They cant be measured. But clients are still number driven thanks to traditional media. Despite my efforts in explaining them that its not a number game, they agree to all points but at the end still ask for numbers. My client believes in making a community for every campaign they do. The campaign duration is usually one month. What makes it worse is when client doubts if anything is happening on social media coz the client is not able to see anything. It does not end here. No one from MARCOM/Brand team joined the community to drive the community. Campaign is over, so is the community. Client is of the opinion that if a community does not have atleast 800+ in a month, the campaign is a flop. All conversations in the community were discounted. Is this what is social media known for? This is the case with one of Worlds best brand in India.
Its clearly a case of clients failing to appreciate the strengths of respective mediums. Using any media for the sake of using it will not benefit the brand in anyway. My advice, trust the agency if as a client you are not sure about Social Media. Work with the agency and learn. Agencies know as much as clients do, if not more.
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