Mumbai: Allied Media, the media arm of Percept Holdings, today, launched the Engagement Planning Process (EPP) model, in its endeavor to offer True 3600 Media Solutions to its clients. Allied Mediaâ€™s Engagement Planning Process is a one of its kind systematic process oriented model panning across the classical ATL and BTL mediums.
A typical Engagement Platforms Plan would include the following channels Print, TV, Cinema, Radio, Online, Mobile, Captive OOH, PR, Events, Alliances, Exhibitions, Seminars, Ground Promotions, Tele-marketing, Direct Mail and cut across criteria like Brand Connect, Buzz, Brand Experience and Consumer Activation.
Said Mr. Shripad Kulkarni, COO, Allied Media Integrated Pvt. Ltd., â€œToday when the economy is on a roll and consumers are spending freely, marketers are being forced to respond far more quickly and yet maintain a refreshingly different identity in the consumer’s mind. Media itself is going through a metamorphosis. Interactivity, changes in form and format, the impending digitization and convergence are already proving to be a heady mix. Never before in the history of Marketing has there been such a dire need to get both ATL and BTL on the same platform. With the help of a Researcher, Statistician and using TGI research, Allied Media has evolved an Engagement Planning Model to conceive, Plan and execute the ATL and BTL Media Planning and Buying in a way which is; an evolution ahead.
The EPP model will address various stages in the communication process:
Market Place: An overview of the dynamic market
Brand Map: A current and future roadmap for the Brand
Media Map: Understanding the media networks of the audiences.
A three dimensional Model helps in the Search is for Communication Platforms
This section delves revisits the Communication Task, delves into the Product Aperture and the Media Aperture
The output, thus is not normal excel sheets but Communication Platforms
Three types of Platforms are probed for :
Unique Communication Platform â€“ to amplify the key brand proposition
Experiential Platform â€“ to deliver product experience
Activation Platform â€“ to bring consumers closer to Sale
Evaluation Matrix: The Engagement Rating Point
This is a comprehensive evaluation rating of Communication Platforms. It uses a 6×1 Score Matrix covering not just 3+ Reach, but also Connect Score, Buzz Score, Experiential Score, Activation Score and adjusted CPRP. Along with a 1×6 Weight Matrix this gives a ERP Score relative to the Key Competition
About Allied Media
Allied Media Integrated Communications Pvt. Ltd. is the media planning, evaluation and buying agency of Percept Holdings. Allied Media offers media solutions to clients in conventional as well as traditional media. Allied Media offers turnkey solutions in conventional & traditional media, out of home, below the line, activation, retail, rural, experiential marketing, entertainment marketing, new media, digital & interactive media, sports marketing, sponsorships & endorsements. Allied has a dedicated 23 city intranet network which helps the centralized planning and buying with the capability to â€˜execute & activateâ€™ at a localized level.
Percept Holdings is the strategic holding company that promotes, owns and manages a spectrum of entertainment, media and communications companies. With a capitalized billing of INR 16.5 billion (as on Dec 2006), Percept operates in the domains of Advertising, Experiential Marketing, Media, Content, Talent Management, Public Relations and IMC (Integrated Marketing Communication) Consultancy. Percept has several partnerships and alliances in strategic areas and employs over 1,000 employees in 64 offices and 22 locations.