Tag: opinion leaders for commodity

Environment focused campaigns

by admin

“Go Green” is the new buzzword and Marketing Communications cannot ignore the environment focused campaigns. Companies need to build a perception about themselves that they have a socio-environmental agenda. This increases the acceptance of their products in the market. Not only the product’s features or its manufacturing but also the other activities the company indulges in should have a positive bearing on the ecosystem.

Communication in Environment focused campaigns

There are several themes around which communications are developed for environment focused campaigns. Some are around environment conservation theme. A few companies advertise that their product does not cause any damage to the nature due their bio-degradable nature. They do innovations in the packaging to make it bio-degradable as discarding of the packaging material is a big challenge for the users. A few also advertise that they have reduced their dependence on natural resources and are using more of industrial wastes so that natural resources are conserved for future generations.

JSW Cement has built its marketing campaign around being an eco-friendly cement company. They are trying to take the pole position in promoting Portland Slag Cement (PSC), which is considered to cause lesser CO2 impact to the environment than Ordinary Portland Cement (OPC). PSC manufacturing uses slag, an otherwise useless by-product from steel industry and gives better long-term strength than OPC.

Conservation of energy is another popular marketing message in the environment focused campaigns. Companies claim that usage of their brands will lead to lesser electricity usage at home. A few companies promote the fact that they are harnessing solar or wind energy or using recycled water for their manufacturing processes. Few companies have switched to technologies which allow for conservation of energy. For a few companies, it is not possible to conserve energy due to the nature of their business. So, they engage in activities which are towards providing renewable energy or clean environment to a community and use it for their PR activities.

Today’s consumer is more environment conscious and is willing to pay an extra buck if the product contributes to the cause of sustainability. Environment focused campaigns also help in bringing the influencers like architects and interior designers to the company’s fold. The role of architects becomes here more important as “Green Building” or “Net Zero” are good selling points for them when they are pitching to their clients and they are looking for products which helps the buildings designed by them achieve this. The support from the government bodies in promoting a particular product category is also more forthcoming if the product does not harm nature or conserves natural resources.

Internal challenges

Apart from advertisement, companies also try to imbibe being environment focused in their work culture, and not just do lip service to the environment. They undertake cleanliness drives and often encourage their customers to participate in them. Care is taken to ensure resources within the company are not wasted.

Environment focused campaigns need to be very carefully planned as any wrong claim can be challenged in a court of law and cause unnecessary damage to the company’s reputation. All claims should have proper data back-up.

Role of influencers

by admin

No industry will be so peculiar like building materials wherein the consumers’ decision is shaped so much by the influencers. The role of influencers like masons/ glaziers, engineers, architects, retailers, shop managers, friends, family members, contractors and star endorsers is immense, not to forget the influence by the wholesalers/ distributors. Their influence is because consumers do not know much about these products and there is no second opportunity for them to build a house. It should not come as a surprise if the mason is insisting on a specific cement or steel brand or the contractor is insisting for one paint brand.

The role of influencers is so high that companies are running incentive schemes for these influencers so that they promote their brand more often. Companies are sending the engineers & architects for foreign leisure tours, giving white goods to masons and shop managers and felicitating high sales volume retailers.

Role of influencers
Role of influencers varies with awareness level of end user

Role of influencers

Masons, glaziers, plumbers, electricians, painters etc.

Role of influencers, who have become specialists in their job, because of their know-how earned through years of experience, have a lot of clout among the customers. Their influence is higher in rural areas. As these people have worked with the commodities like cement, steel, pipes, cables, paints, etc., consumers think that they will provide correct feedback. Consumers often go against the other influencers and well-wishers’ advice to procure the brands suggested by this lot. Their influence reduces in urban places where they act on the recommendations of the contractors.

Contractors

Individual house builders are now-a-days outsourcing construction to contractors. Here, the contractors becomes the biggest influencer. The contractor recommends brands with which cost of construction is minimum or there is a special incentive for promoting a brand.

Engineers & architects

In urban areas, it is a trend to hire engineers and architects/ interior designers for house construction. These technical people often recommend certain brands according to the durability and design needs. Brands try to bring them under their loyalty fold by creating awareness programs for them and through referral programs.

Retailers & Shop managers

Role of retailers or shop managers appears at the point of purchase, especially if the customer has not come with a pre-determined brand in mind. They are often able to influence him to the brand which is most profitable to the store’s business.

Other influencers

There is another set of influencers like friends and family, and celebrities promoting a brand in advertisements. That is why we see that several actors and sportsmen now-a-days are advertising for cement, steel, paints, etc. The role of influencers varies with awareness level of end user.