Exclusive | Brand building is not a game of likes: Brandlogist's Parmar

The power of social media in today’s times is hardly unknown.  Brandlogist, a brand-marketing consultancy specializing in digital media, proved the notion by creating a brand building strategy for the luxury landmark Aamby Valley City completely on the prowess of social media.

 

Brandlogist crafted the whole brand-building exercise mainly to create awareness for Aamby Valley City as a brand. The impact that the initiative had was seen not only in terms of the actual sales leads that came in but also the connect that the customers built with Aamby Valley City.

 

Interestingly, the execution of the exercise was driven completely by social media. Firstly, Brandlogist took the audiences on a visual tour by providing appealing images of Aamby Valley City, which informed the people about the amenities available at the luxury destination. Targeting the customers on the basis of demographic and psychographic filing was the next step that followed.

 

Adgully caught up with Saurabh Parmar, Founder & CEO at Brandlogist as he shares insight into the whole initiative.

 

Talking about the initiative, Saurabh said, “  We remained active on social media platforms .We participated in as many conversations as we could on our platforms & outside them via monitoring conversations across the social web. Special emphasis was given to make people a part of the brand as they shared experiences and participated in interesting contests leading to brand engagement.”

 

A huge number of 11,000 people were involved since the first week of the commencement of the exercise. The key focus was on arousing the interest of the fans in the brand. In order to fulfill this objective, customized campaigns were run on social networking websites like Facebook which enhanced brand positioning.

 

Although the initiative was entirely built on social media, it integrated the real and virtual world as Brandlogist coordinated with different departments of Aamby Valley City from HR to real estate purchase. All fan queries and complaints were resolved satisfactorily in real time thus shaping the exercise in totality.

 

Talking about the target audience for the exercise, Saurabh said, “We intended to focus on the 28+ age group who were the actual customers of Aamby Valley. The targeting was done on the basis of income and purchase behavior of the consumers. It is a first of its kind in India. We also monitored conversations on twitter & blogs to talk to fans who were planning for a holiday & connected to them, sharing the positive traits of Aamby valley.”

 

Brandlogist has enhanced Aamby Valley's image and reputation as a luxury resort by focusing on real content (pictures, customer experiences, recommendations etc) which helped to extend the resort from the real world to the virtual world.

 

The brand building exercise has received phenomenal response from customers.  Saurabh believes that the response has been positive because both the agency and client were clear about the larger picture.  “The agenda was to really take things to the next level & Aamby Valley team has been more than supportive in this,” said Saurabh.

 

Commenting on the level of interactivity that social media offers consumers, he said, “Customers have always expressed opinion on brands. With the advent of social media the only change now is that they do it on the open web where everybody else & the brand are aware of it. Brandlogist has always been transparent in its process and responded openly. We have ensured that social media does not remain merely a marketing channel but developed it into a business channel so customer queries are resolved. It is not just a one way communication where we are talking & they are listening. For the first time this platform offers a mechanism for people to really say what they feel about the brand & if you look at the conversations most of what they say is amazing.”

 

Aamby Valley is one of the luxury brands to get business via social media not just in India but globally too. Saurabh said, “Brand building is not a simple game of likes or ‘people talking about us’. We focused on the quality of conversation and offered in time response to the existing customer/audience base & reached out to new relevant ones.  That has been our core strength.”