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 Activation in pune

Mall & Market Activities Activation in pune

Who we are   Mall & Market Activities Activation in pune We are the catalysts that fire up your brand! Fulcrum is an integrated brand activation agency which functions nationally, while our central set-up is in pune. We provide everything a Brand requires to amplify its footprint, starting from market research and concept/ strategy creation to on-ground and digital marketing activations. We analyze media consumption habits, trends, and extract vital psychographic insights to empower your brand. We are devoted to evolution and adaptation, responding instantaneously to the ever changing consumer. Reinvention and innovation are our watchwords! Values Rhythm, Attitude, Innovation! “Life is rhythm…and so is business”… Rhythm defines the perspective from which we look at life and business. “Know Thy Consumer”… At Fulcrum we transform psychographic insights into a real life- real time experiences to provide integrated marketing solutions. Vision To become the ‘Preferred Brand Partners’ in the region for Activating Brands Our vision for the future is to synthesize on-ground marketing campaigns with digital campaigns and vice versa. Connect offline to online— online to offline. Staying in sync! This way, we can increase the reach and impact of any campaign. Our EDGE Integrated marketing solutions: Direct-response marketing interactions with the consumer, on-line and on-ground. Marketing strategies based on authenticated research. Accumulation and interpretation of the consumer response—providing essential consumer insights. An online portal for you to keep in touch with us and keep track of your brand activity and its impact on your consumer base. To us, Harmony translates into Integration! Real time interactions with the consumer (digital and on-ground), campaigns synced to their online or on-ground counterparts, discerning imperative consumer insights, and putting the insights into motion— while keeping track of all the data that is collected in this process for the future of your brand! Mission Statement To Share the ‘Rhythm of Success’ with every Business! We @ ‘Fulcrum’ believe that the future is… Rhythmic, Catalytic and well integrated! We’re an integrated brand activation agency creating tangible interactions that engage people, influence purchase and build brands, with real, measurable results. ‘Integrated Components’ allow Brands to favorably and continually engage through interactions, via the Consumer’s preferred media windows. We @ ‘Fulcrum’ transform these interactions into connect(s)– Connect(s) that meaningfully engage and fortify ‘Active Brand Consumer Relationship’ …………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… Our Services Promotion Models Brand Ambassadors Hostess Staff Exhibition Staff Hospitality Staff In-store Sampling Leaflet & Product Delivery Event Managers …………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… Some important companies detail Yakult survey reveals ‘cultured Brits’ Our rewards Our thinking Our work Press release Yakult celebrates 80th anniversary with on-pack ‘Culture Pass’ promotion Owning a library card, watching subtitled films and being skilled with a pair of chopsticks are among the traits which make you cultured, according to Brits.  Seven in ten Brits consider themselves ‘cultured’, revealed a study of 2,000 – but the majority admit to not knowing exactly what the term means. The Oxford English Dictionary defines ‘cultured’ as ‘improved by education and training; possessed of or characterized by culture, esp. with reference to the arts and intellectual pursuits; refined, cultivated.’ Read more > Be A Life Saver. No one deserves to die at sea. Our thinking TLC Trust launches refugee initiative Last year over 3400 people drowned fleeing for a better life.  One family couldn’t stand by and just watch, they bought a boat and equipped a crew that saved 3000 people in 60 days. This year with the Global Refugee Crisis, they need our help.  As part of the TLC Trust, we’re coming together to raise money for the Migrant Offshore Aid Station (MOAS), the crew of international humanitarians, security, medical staff and maritime officers who are back at sea preventing more catastrophes.  Read more > Make consumers lives easier, happier and healthier to win the retail battle Our thinking Our work ‘The Meaningful Brands UK Retail Report 2015’ ranks the top 10 performing retail brands in the context of meaningfulness ‘The most meaningful retail brands achieve competitive advantage when their product, service and business ethic relate directly back to improving people’s lives at the individual level’ – reports Havas from their recent ‘Meaningful Brands UK Retail Report 2015.’  Interesting stuff.  But what does ‘meaningful’ actually mean? Being ‘Meaningful,’ according to HAVAS, is measured against three key areas:  1.Excellent product/service Read more > A good read can literally transport you miles away Our rewards Our work Kobo transports its readers with free flight E-book specialist Kobo are thanking each and every one of their customers by giving away a FREE European flight to one of 14 stunning destinations, when they purchase a selected Kobo product. From June, Kobo customers have been rewarded with one free return flight (including taxes) to a number of European destinations, when they purchased a waterproof Aura H2O e-reader during the promotional period. This promotion is a great way for customers to really ‘live the ‘Kobo’ experience’ – adding real tangible value to Kobo’s target audience, and driving UK sales of the flagship e-reader. market activation door to door sales man promotional items cheap News Paper leaflet insert Party Organisers activation advertising corporate promotional products it companies promotional work product launch event 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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Digital Marketing Question Series: Is SOV based on Impressions or on Unique Users?

Posted in Digital Media Planning & Strategy

Hi Friends. Very recently I came across some interesting questions which required knowledge of offline or Traditional media as well as Digital media. One example being, will priciple of Optimal Frequency hold good for a campaign(digital) wherein the Objective is SOV? I had put this question on my Facebook and few of my friends in the industry replied to my question. I am thankful to them for putting forward their interesting views. Following is the discussion that happened on my Facebook. Hope you will find it intriguing & useful. Do shoot your feedback/queries/questions.

Question Was: Is SOV based on Impressions or on Unique Users?

Ajay Gupte                                                                                    

Impressions. SOV (share of voice) is the share of the noise made and not share of the users reached.

 MP Singh

Is it possible in traditional space to figure out how many unique users can be reached at an SOV of, let’s say, 30%?

 Bharat Wadhwa

I think it’s important to know SOV in UU as well because you may not want to show your ad again and again to same individual. MP it depends on your goal what do you want to achieve.

MP

@bharat: need more explanation on your last line? 

Ajay Gupte:

@MP. No… The 30% SOV can only tell you the number of impressions generated.. That is if you know the total impressions generated by the competitive set… Once you have the number of impressions, you can find out UU if you know the average number of times (AOTS/Avg.Freq.) the ad has been seen. Impressions/Freq=UU

 MP:

@ajay sir: In online, Freq is under my control. So I can figure out optimum noise I need to make based on UUs.
Also, I was wondering if “Optimum Frequency” principle holds good when objective is SOV?

Ajay Gupte:

@MP: See SOV is dependent on 2 things

The noise you make and the noise everyone else in the category makes. Noise is equal to GRP or Impressions

GRP is nothing but impressions expressed in percentage terms of the size of the Target audience.  An SOV target is based on how much you believe you should be heard in relation to your competition.  Therefore in real terms you are not talking UU here. Here u are more concerned that your impressions are more than that of competition of course you will optimize these impressions of yours in a way that you get optimal UU (reach) and Frequency.

So therefore take an example your category is doing 10 million impressions a month. You want to have at least 50% SOV. so you need 5 million impressions.  Now suppose your target audience is 5 million people.  You may now say that i will achieve 5 million impressions by getting everyone to see the ad once. So you fix the max number of impressions at 1 and keep waiting till the 5 million UU is achieved. Alternatively you can say that the max no. of times the ad should be seen is 5 and you keep serving till approx 1 million UU is achieved.

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