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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Activating our consumer
Our objective is the innovative and interactive integration of brand-related content into a holistic framework. In this spirit we develop consumer-response mechanisms that are integrated into existing classical activities.
Adding emotional value
Products and brands come alive all the way to the point-of-sale by enhancing and highlighting the brand image through targeted activities. We aim to create a brand-world that provides consumer-initiated interaction even in unexpected and surprising locations.
Creating the difference
The objective is to deliver prominence and differentiation to the brand through creativity and innovation, and provide an emotionalizing campaign that targets and activates our clients consumers across various channels.
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Business Learning Terms
Meaning Makers
In this exercise you have begun the work of an Account Planner. Planners and researchers like to observe people and find meaning in what they discover. The main job of the planner (sometimes referred to as, Strategic Planning) is to understand the consumers point of view in the marketplace. Which is to say: Who are they and what do they want? Unfortunately, not all agencies have research and planning departments. Smaller agencies cant afford them. They typically rely on client produced materials and outside sources for information. An industrious intern in a small agency can make themselves invaluable by showing interest and skill in area. Understanding the consumer is the key to strategic advertising.
Here is a brief list of the planners duties:
Track current trends, which may impact the development of advertising materials
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/
Monitor direct and indirect competitors
Conduct research or engage outside vendors to produce research including: qualitative research, quantitative research, secondary research, and primary research
Develop, write, co-write creative brief
Review, approve or reject creative materials based on message effectiveness
Oversee pre- and post-testing of creative materials
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