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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 Awareness consultant in mumbai
About us.
Brand Activation creative facility based in Mumbai, Brand Activationpune specializes in both Events Management & Live Communication consultancy services. Through its highly qualified in-house team and its strategic network of partners, Brand Activation provides complete support for your events and activations from Branding, Marketing and Social Media to Digital and Public Relations.
While a young company in the Brand Activationpune, the team behind Brand Activation have a long history working in the GCC in general and the Brand Activationpune in particular. We understand the culture so well that we made Mumbai home. This knowledge combined with an extensive set of skills and expertise produces results that perfectly match the needs of the market and exceed expectations. Our aim is to also enrich the art & culture scene in the Brand Activationpune by maintaining a sustainable artistic base to nurture talents, providing them with a platform to grow within a variety of projects and tailor-made events.
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Business Learning Terms
Rented Media: Completing the Paid-Owned-Earned family!!
Posted in Uncategorized
Some of the social platforms, which brands think they own, are actually calling the shot without changing the ownership of platforms. If you are related in any way to digital marketing/digital media, I am sure you would have come across this trinity of media classification: Paid, Owned & Earned. Some of us practically live by this classification every day. But the way media is evolving, I think, the classification needs a relook. Some of the social platforms, which brands think they own, are actually calling the shot without changing the ownership of platforms. As a consequence, brands authority has inconspicuously been moved from being owner to a lessee. Hence, the media also needs to reflect this change, and the apt word for this change is Rented media.
So what is Rented Media?
Media, over which brands have a partial control, would fall under Rented Media classification. What differentiates Rented Media from owned media is the degree of control which brands enjoy over the platform. If a brand has an unconditional control over the media platform, it is classified as Owned Media. A brand website/wap site etc is an example of owned media.
If brand a using a platform where they dont have to pay to be on the platform but the platform is constrained by the terms & conditions of the platform itself, it should be classified under Rented Media. Hence, Facebook would be classified under Rented Media rather than Owned Media, as being classified today. Here are few reasons why I would call it a Rented Media:
1. Organically, posts of a page reach on an average only 16% of the users according to FB. To reach out to more users, brands need to use Sponsored Page post. If the platform was completely owned by a brand, it should organically reach out to people. If people have chosen to like a page, why limit put a limit. First brands pay for people to like their page, and then you have to pay again to make them see your post. Its like using paid media to promote rented media. Sounds like you are living in a rented space than an owing one.
2. FB has issued guidelines for cover pictures of brand pages. If you own the page, use it the way you want. Why should FB define the rules of what is to be put and what is not to be put. Compare this to your website, a really owned medium. You get the difference, dont you!
These are just few points to illustrate why FB pages should be classified under Rented Media than as owned media. Classification of Paid, Owned, Rented and Earned is based on degree of control as well along with ownership. Here is a table which captures the essence of this article.
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