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 customer’s life.

Our vision is to empower brands & corporates to communicate primarily through the medium of experience & innovation.
We believe in the sales of our client’s products/services, sales supported by brand visibility, awareness and execution of the product’s message with a promotional objective.

Mall & Market Activities Management in pune

Mall & Market Activities Management in pune

The most frequent question I get asked by small business owners is how to simplify inbound marketing when faced with limited resources. Inbound marketing seems so overwhelming with all the effort that needs to go into creating great content, sharing it on social media and optimizing that content for search engines.   Mall & Market Activities Management in pune But the value of inbound marketing for small businesses can outweigh the challenges and should be included as part of your marketing activities. Inbound Marketing – the What and Why Inbound marketing is the process of attracting your ideal client with quality content to create brand awareness and attract new business.Your content, whether it is in the form of a blog, ebook, webinar, presentation, audio or video, needs to: Be optimized to be found in search engines Be shared through social media and email marketing activities Educate your ideal client on how you can help them satisfy a need or solve a problem. Inbound marketing offers many benefits: Build your expert reputation Generate inbound links for greater search engine visibility Develop relationships with prospects and customers Strengthen search engine optimization efforts Increase brand awareness Generate qualified leads at a lower cost per lead And although inbound marketing can be a rather large undertaking, you can focus your efforts to simplify inbound marketing and make it work for your business. Inbound Marketing – the How The following 6 steps can help you simplify inbound marketing and get the results you are looking for. Understand what you want to do with inbound marketing and why you want to do it, and take it one step at a time. Identify your goal What do you want to accomplish with inbound marketing? Create more brand visibility by ranking higher in the search engines? Generate more leads? Convert more leads into customers? Goals need to be measurable but achieving your goals are not totally in your control. So if you want to generate 100 new quality leads a month, then you need to identify what it will take to help you achieve that number. Goals may take several different activities to achieve. Optimize your web presence Before you begin any inbound marketing activity, you must have a quality well optimized web presence so that your marketing activities are effective. Your web presence is made up of your: Website (which must support mobile devices) Social media profiles Business directory listings You should be in control of them all and they should consistently project your brand. Don’t take short cuts in this important area as first impressions count. If you haven’t developed your powerful web presence, do that before you launch marketing campaigns. Create your lead magnet First time visitors probably won’t buy from you because they are still researching a solution and not entirely sure what you offer is what they need. Plus giving you something of value – their contact information – isn’t going to happen for free. But in order to grow a quality email list, you need time to build trust, instill confidence in your expertise and build a relationship. Enter the lead magnet. A lead magnet is a free incentive to get people to give you their contact information. Your lead magnet needs to be something that your target audience values that ties into the products or services you provide. The right magnet for your business depends on what your customer values. They don’t have to be lengthy, complex or time-intensive to create. They do, however, need to be useful. Lead magnets come in many forms: checklists, templates, tools, infographics, presentations, guides, coupons, free estimates, webinar replays, quizzes, or surveys. Determine what your audience would value and create the lead magnet that will help you grow your email list. You may want several lead magnets to use at different times to attract an audience at a varying points in the purchase process. Build and nurture your email list Now that you have your lead magnet attracting your target audience to subscribe to your list, nurture your list by sending valuable content that helps them learn more about your expertise. Nurturing is letting your subscribers get to know you and your brand through communication that offers value, not a sales pitch.Send them your blog posts, a personalized newsletter, a tutorial, an infographic or other useful content and supports the reason they subscribed to your list in the first place. Segment your list to deliver information that is relevant to the subscriber. Segmenting your list helps you get better open and click rates. If you only collect email addresses, you have fewer options but you can still segment based on signup date or subscriber activity. If you do have more information available, you can choose other ways to segment. One segment you absolutely should have is your customers! This is the “delight” phase of inbound marketing. Those who already do business with you should be one of your prime focus areas. Communicate with your customers and offer them special deals. Provide awesome customer service and quick responses to their questions so they can only brag about how wonderful you are. Happy and satisfied customers who understand the value you offer will not hesitate to refer new customers to you. Identify your top social media channels No small business needs to be active on all social media channels. Your choice of social media platforms will be different whether your business is B2B (business to business) or B2C (business to consumer). You need to find your audience on a particular social media platform or you probably shouldn’t be there. Be smart about where you spend your time so that you don’t spread yourself too thin. With the many ways to engage with your audience on social media, you do need a strategy. Each platform has its “rules of engagement”. Organic reach has deteriorated and pay to play is now mandatory. Other options for engaging with your audience now include private groups, live streaming and content syndication. The three major players, Facebook, LinkedIn and Twitter, all offer small businesses a distribution channel for your content. If you are a visual business, Pinterest and Instagram are also a good choice. And don’t forget YouTube for posting and optimizing your videos. In all cases, you need to understand when you should post and when you should pay for visibility. Choose the most appropriate social media platform, create an ad to drive people to claim your lead magnet and get the lead generation engine running. Just make sure you are sending visitors to a high quality landing page that doesn’t chase the visitor away. Create an editorial calendar A robust editorial calendar is how you simplify inbound marketing. Lay out your content with their calls to action and distribution strategy in a calendar. Even if you only plan one piece of content per month, plan on how you will share it and if you can rework the content into other types of media. For example, if you are giving a presentation or webinar, record it. Post snippets of the video on YouTube, embed them into a blog post and summarize the presentation. Send out a replay of the webinar as a lead magnet to get more subscribers. Transcribe the Q&A and turn the answers into another blog post. Most businesses have a lot of content available to them, they just don’t realize it. Work with someone who can help you see the value of the information you have and how it can be turned into content for your inbound marketing strategy. Eliminate the overwhelm The best advice I can give to those wanting to implement inbound marketing for their business is to focus on a few activities that help you achieve your goals, outsource when necessary and not get distracted with all the possibilities. Being able to focus your marketing is important to those of us who need to deliver client projects while continuing to market our businesses. …………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… Our Services SERVICES Staff Recruiting Staff Training Event Management Time Tracking & Reporting Payroll Processing STAFF ROLES SERVICES Staff Recruiting Staff Training Event Management Time Tracking & Reporting Payroll Processing …………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… Some important companies detail Reel happiness – cinema makes people happier researched has revealed Our rewards Our thinking Cinema makes people happier researched has revealed Cinema makes people happier. Fact. * Findings from research commissioned by Warc captured “happiness levels” for five different channels and established that these were highest before, and highest after the cinema, leading to a positive impact on levels of engagement and creating a uniquely valuable environment for brands to engage. Understanding happiness is something society has wrestled with since time immemorial. What some of this qualitative research found is that people weren’t simply being entertained in the cinema, they were strengthening relationships and focusing on this shared experience. In doing so respondents identified their visit to the cinema had helped them to address some of the pressures of life that impact negatively on their overall happiness. Read more > No other washing machine comes with a setting like this…Siemens launches 4 star hotel promotion Our rewards Our work Siemen’s launches 4 star hotel promotion We launched our first Siemens promotion last month – rewarding their customers with a free luxury hotel night stay, worth up to £200 when they purchase a selected Siemens freestanding washing machine.  Siemens, who are part of the BSH Home Appliances Ltd group, approached TLC to create stand-out for Siemens laundry appliances in-store, increase brand presence and ensure the Siemen’s products are at the front of the consumers mind.  Customers could claim a free one night hotel stay for two people from over 85 participating 4* hotels in beautiful settings all over the country including Bespoke Hotels, Malmaison, Hotel du Vin, The Hotel Collection and Mercure. Read more > TLC’s tache off! Press release TLC have a tache off in aid of Movember TLC’s TACHE OFF! It’s that wonderful time of year again where our TLC chaps toss away the razors to embrace the face fuzz, all in aid of raising money and awareness for a very important cause – men’s health. The Movember Foundation is a global charity committed to men living happier, healthier, longer lives. Since 2003, millions have joined the men’s health movement, raising £402 million and funding over 1,000 programmes focusing on prostate cancer, testicular cancer, poor mental health and physical inactivity. Read more > Kellogg’s healthy promotion is a special success with double digit sales uplift Our rewards Our work Kellogg’s reward customers a free nutrition consultation in latest TLC promotion TLC Marketing Worldwide successfully increased sell out with double-digit growth in its latest promotional campaign for Kellogg’s Italy. The campaign which ran across product lines Special K Bars, Special K Biscuit Moments and Nutri-Grain Bars, offered every customer a check-up with a nutritionist member of ANSISA, the National Association of Specialists in Food Science, when they purchased a participating product. Maintaining a healthy lifestyle has always been the Kellogg’s mantra, recognising that their consumers’ choice of diet and level of physical activity impacts their general health and wellbeing – so the campaign truly reinforced this brand positioning with a relevant healthy ‘everyone wins’ reward. Read more > touch marketing activation door 2 door sales promotional products cheap merchant onboarding Fashion Show and Beauty Pageant Organisers btob marketing corporate promotional items mass communication colleges event promoter product launch ideas    

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Work at setting your brand apart in your customers’ minds through product and brand specific activities that are tailored to your target market.
Work at stimulating buying by ensuring that we put forward information that is relevant to the target market
Create engaging, powerful and fun marketing experiences
Deliver brand messages effectively by engaging media, specific to the target market.
Ignite passion for our client’s brand, product and event

Ideas generation and execution
We book and secure acts, venues and vendors that speak positively and accurately to the character of your brand, be it, fun, artistic, athletic, sophisticated
Influence a movement towards your goals via creatively themed events that target your customers
Engineer experiences that have been said to attract life-long loyalty to a client’s brand

Want to know what we think about stuff? Well, pull up a chair and pour yourself a skinny latte (or whatever your poison is). Here are a few thoughts on things that are important to us from people who are important to what makes us tick.
Want to know more? Just pick up the phone, suggest a date in the diary and any one of us would be only too happy to have a chat over a cuppa…
We’ve brought together an eclectic group of people under one roof. The magic comes in creating a team who don’t just work effectively together but push, challenge and direct each other – collectively taking our thinking to new and exciting places, with each adding a different flavour or perspective to our creative output.
AGENCY LEADERSHIP TEAM

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Learn Business Terms

How Digital Is Changing Brand’s DNA?

Posted in All About Brands

The term ‘Brand’ has been defined in various ways. Amongst all available definitions, the following definition would suit the thought I am going to pursue in this article.

“Brand is a CONNECT between consumers and companies”.  This is a very simple yet powerful definition.

This so called ‘connect’ has undergone a seismic change recently. This change can be attributed to continuous evolution of technology which has really simplified a consumer’s life. Brands are continuously finding it difficult to establish a connect with their consumers and more so in this digital age. Earlier, brands had fewer, what is popularly known as, “moment of truths”. Consumers didn’t have access to much information. Hence choices were also limited. Marketers hardly focused on their prospective consumers. Advertising was seen as a potent weapon as a brand building tool than customer satisfaction and other elements of brand building. Customers had very limited options to voice their feeling about brands.

Digital has had a transformational effect on how brand business is done. According to Interbrand.com, Google was ranked 38th in 2005 out of top 100 brands whereas in 2009 it is ranked top 7th brand of the world. Considering the fact that Google stared its operations only in late 1998, it’s a huge achievement. Brands like Google, iPod, Facebook & YouTube have proved the notion wrong that brands take a long time to become the top brands.

Digitization has empowered the customers with unlimited tools to make them heard. Abundant access to information, thanks to Google, has left little room for brands to act smart with customers. 

Brand touch points have increased in comparison to what they used to be. More interestingly, customers now have the power to make them heard at every such point through Facebook, Twitter, Orkut to name a few. Brands are now aware that negative word of mouth spreads faster than positive word of mouth. Hence, brands are continuously employing “Online Reputation Management” tools to cater to disgruntled customers.

Digital has proved that brand building need not be an expensive activity. Brands are constantly exploring the power of ‘viral videos’ which are rather cheap to create and still give the brands great mileage. The recent “Real Beauty” campaign, Dove Evolution, by Dove on YouTube has close to 1 million views so far and still counting.

PR seems incomplete without ePR. Upsurge of blogs and review websites have made people trust their peer group more than the advertisements. Worse, users may give more credence to feedback posted by a stranger on a website more than what a brand is communicating.

Today, marketers are in a better position to understand online behavior of the users that visit their sites. Web analytics tools can be of great help in understanding what pages are most visited by users, what is the path traversed by users before making some purchase on your website, how many users are coming through paid media versus how many users are coming organically etc. Never have brands got so many insights to serve their customer better, all thanks to this Digital Age.

Brand building has become more comprehensive today wherein customer satisfaction, customer experience, customer delight get equal, if not more, weight age which probably only advertising once enjoyed. Digital empowerment has changed the rules of the game. It has opened up a bag full of opportunities for the brands. It has taken brands a step closer to their customers. And the good news is that you can be a top brand in few years if you are updated about the game. You are closer to your customers than ever before. But the point is: Are you listening?

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