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 Marketing Companies in pune
WHO WE ARE
We’ve come a long way since we opened our doors in 2007. While the world of marketing communication has changed dramatically, our work still revolves around our core belief that big and sustainable ideas are the key to successful campaigns. This is what has worked in the past and we believe will continue to work in the future no matter how complex and wired the world has become. Once the single minded thought has been conceived, our processes and structures are designed to complement that. From strategic communication planning to outstanding creative execution of the big idea, there is certainly a method to our madness. At the end of it all, we measure and evaluate the campaign so that the effectiveness is gauged and our next big idea becomes even bigger.
APPROACH
Call it chemistry or magic, our team enjoys producing innovative work. We believe creativity is not a one-department function. It’s a way of life for all of us. The world does not need another generalist agency. It is specialization that has been the key to our success. Expertise of our people is the only valid reason why multinational brands, although aligned with their global advertising agencies, still prefer to work with us.
ADVERTISING
What differentiates good from great is the big idea. And big ideas don’t pop up like light bulbs in the minds of creative people. They require research, customer insight, strategic thinking and outstanding creative thinkers. For over a decade now, we have worked with the best of brands making their cash registers ring constantly. We are passionate about every single brand we handle big or small and this has resulted in creating outstanding communication solutions.
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Business Learning Terms
Consumer Insights
Observing consumer behavior (i.e., what people think, feel and do) provides planners with insights about the consumers life. Whats an insight? A highly significant, unique understanding about the consumer that identifies something important about what they want, feel, need, think or do.
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/
Why is it important to identify an insight about your consumer? Because its actionable!
In any given day, consumers make thousands of micro-choices about where to focus their attention and how to satisfy their needs. In capitalistic societies, people seek to maximize their experiences and satisfy their needs through their consumption habits.
People like and dislike things.
People want and dont want things.
Research helps us understand why.
In order to better understand consumers, researchers and planners ask a lot of questions.
How?
How long do we watch TV without changing channels? How many magazines do girls read in a day?
When?
When do people need a car? When do people check their email? When do men shave?
Where?
Where do consumers shop for laundry detergent? Where do teenagers hang out on Friday night?
What?
What flavor ice tea do people prefer? What do people fear about investing?
Why?
Why do people read before they go to bed? Why does it feel so good to drive a clean car? Why do we still use the phone to order pizza?
In general these types of questions are designed to help planners understand peoples feeling, habits, and choices. The answers to these questions assist planners in compiling a comprehensive profile of the target consumer that will ultimately be of use to those creating message content.
If an advertiser has studied their target consumer and determined whats important to them they can create message content that will be meaningful to those consumers. Thats why planners are Meaning Makers! If we understand what consumers want (or need) we can address those needs with advertising.
Snickers crafted an entire campaign around the insight that people arent themselves when hungry. People get moody or grumpy. Theyre off their game or rude.
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/
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/
Product Launch Branding
the marketing mix product
leading event management
products and promotions
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