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.
Atl Campaigns Professional in mumbai
MARKETING
Brand Activation specializes in Brand Activation & Consumer Engagement programs – from concept to execution in road-shows, tradeshows and promotions. From in-store promotions to in-mall activations, to any location where our consumers are. Whether you are looking for ideas, experienced staff, branding materials, or full stand design & build, the team can develop innovative marketing and branding solutions that build on the brand identity.
Brand Activations & Consumer Engagement
Road-shows
Promotions & Sampling
Exhibition Stands & Kiosks
Brand Ambassadors & Merchandisers
Hosts & Hostesses
BTL & Trade Marketing
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Business Learning Terms
Brands + Relationships
Bring to mind the relationships in your life: friends, family, significant others, classmates, co-workers. The word relationship is rooted in the word relate: to connect, to form association. Brands want to connect with consumers. As the brands primary communication channel, advertising facilitates this connection. A single ad can start a conversation with a consumer, which can lead to a relationship. Yes, advertising is that powerful! Advertising opens a channel between consumer and brand in hopes of connecting them.
Source: Professor Coal. Consumer Behavior and Advertising. evaeva. Boundless, 06 Jul. 2016. Retrieved 14 Aug. 2016 from https://www.boundless.com/users/353523/textbooks/evaeva/understanding-the-consumer-the-planning-process-527/understanding-the-consumer-the-planning-process-528/consumer-behavior-and-advertising-530-18077/
Source: Professor Coal. Understanding The Consumer + The Planning Process. evaeva. Boundless, 11 Aug. 2016. Retrieved 14 Aug. 2016 from https://www.boundless.com/users/353523/textbooks/evaeva/understanding-the-consumer-the-planning-process-527/understanding-the-consumer-the-planning-process-528/understanding-the-consumer-the-planning-process-529-18076/
Cereal: A Love Story
Take yourself out this scenario and place a young woman in that cereal aisle. What do we know about this consumer? Well, Jane is a 25-34, college educated, early career, office worker, no kids, dating or recently married. She likes cereal in the morning but sometimes eats it for dinner if she works late. Staying fit is important to her but she likes to indulge in healthy sweets. She prefers brands with philanthropic models that minimize their packaging and dont test on animals. She likes to grocery shop once every two weeks in order to reduce the number of trips to the store.
So, which of the above characteristics is going to help her decide on a cereal brand?
Lets divide them into two categories:
1. Demographic characteristics Statistical data about people that helps us segment large groups into smaller groups based on: age, ethnicity, gender, income, family size, geographic location
2. Psychographic characteristics Consumer preferences, values and feelings that motivate their choices, behaviors and habits.
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