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WHAT IS CONNECTIONS PLANNING ?
Apart from traditional mainstream advertising, there are various consumer touchpoints available today. CONNECTIONS\ is our process for delivering Disruptive ideas and strategies to all of these consumer touchpoints. Simply, it is a disruptive approach towards media planning. It is an approach that requires the delivery of the idea as an integral part of the idea itself as against it being an afterthought.
The conventional approach is to target a select audience and create a message for them. In modern times, this task of identifying 'who', 'when' and 'where' has become increasingly difficult. Demographic and behavioural changes, technology and fragmentation of media have restructured the playing field for modern brands. In the process, the tried and tested concepts of 'mass-messaging' that are measured by reach and frequency have been deemed ineffective and redundant.
CONNECTIONS disrupts these very outdated conventions of media planning. The 'who' could be not just the end-user, but also management, staff, investors, media, governments or suppliers. CONNECTIONS also defines the 'where' and 'when' as anything and everything that exists between your brand and your audiences. Most importantly it seeks to measure the level of involvement of the prospect with the brand.
Delivering ideas that are indifferent to specific communication channels allows us to categorise CONNECTIONS\ into anything that communicates a brand's identity, relationship or reputation. CONNECTIONS\ is planned in these areas using the varying disciplines of public relations, direct marketing, action marketing, advertising and content.
As a result, CONNECTIONS\ planning determines the most relevant, cost-effective and advantageous points of contacts between clients and existing or potential customers. This enables us to arrive at an optimal mix, use and order of CONNECTIONS\ to compel consumer behaviour and achieve our objectives.
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