In dialog with Social Samosa, Ajay Dhyani speaks at size about Timex Group’s advertising technique, new launches, spewing topical conversations, and the digitized manner of promoting.
Timex has historically been an offline-driven model; it observed a constructive shift through the pandemic as shoppers adopted a digitized technique to reside on this disaster. This disaster allowed the model to know shoppers past the bodily retail format. Ajay Dhyani, Head- Advertising & eCommerce, Timex Group talks concerning the model’s digital new avatar, offline to on-line conversion, the Timex advertising technique, and extra.
The tables of promoting have been turned when the pandemic hit the globe. What did the advertising blueprint appear to be for Timex India?
With the onset of pandemic, we launched a WFH assortment from Timex, encouraging our shoppers to type up by giving them a possibility to really feel good and keep motivated even whereas working from residence. Contemplating the rise within the variety of health fans throughout India, we had launched the health band- Helix Gusto 2.0, Timex iConnect Premium Energetic and our most up-to-date Timex health band within the well being and health class.
Praising and saluting the frontline staff of their efforts to fight the continued world pandemic, Timex Group introduced the #देशकेगौरव marketing campaign on its model TMX’s Fb web page. Beneath this 10 days lengthy marketing campaign initiated a collection of posts to thank and salute the true heroes of the nation for safeguarding the lives of others round them in such an unprecedented time. We deliberate to distribute 1000 TMX watches beneath this initiative to the nominated heroes.
To capitalize on the expansion in e –retail and to supply its shoppers, a ‘fear free procuring expertise’ TGIL additionally partnered with the retail entity Timehut. This improvement won’t solely assist income progress but in addition improve the profitability of Timex group whereas modernizing its retail expertise, as by way of Timehut we can management provides & reductions, elevate model expertise and current the whole vary of watches beneath the bouquet of manufacturers to our shoppers.
We immediately shifted to money preservation however on the identical time we have been served with an extra alternative to develop our OEM enterprise and for that we partnered with Flipkart to supply our manufacturing, designing & after gross sales capabilities for a few of clients most-loved style manufacturers on Flipkart.
How has social media been useful in participating together with your shoppers? Which platform has yielded most outcomes for the model?
As social distancing and digitalization proceed to grow to be the brand new regular, we’re extra targeted on our communication by way of social media and are meticulously speaking with shoppers on high quality, sturdiness, and authenticity.
At present, we’re specializing in the omnichannel strategy in order that our merchandise are seamlessly out there to our shoppers at their comfort. There’s an aspiration amongst shoppers to purchase our world marquee merchandise both on-line or offline.
From a bodily retail format which has in flip fully modified our notion and we observed extra traction on net and social media. Throughout the pandemic and even the post-COVID-19 state of affairs, we noticed most engagement on Fb and yielded most outcomes for the model by way of following, consciousness, new patrons and way more.
Like our craftsmanship and heritage, some issues are simply automated. Accessible on the Timex India web site, store…
In lieu of this and for higher client engagement on web site and social media, we ran contests on social media and supplied worthwhile offers which grew our gross sales even when folks have been sitting at their properties.
How did you determine in your present content material hooks on conventional and digital platforms?
We curated content material hooks throughout conventional and digital platforms by launching a few of the extra topical collections. Additional, holding in step with the seasonal traits, Timex Group just lately launched the Furla model watches in India providing a spread of basic timepieces that include sturdy Italian design mixed with timeless precision and craftsmanship.
Swap it Up for Valentine’s Day which is a major time for gifting and procuring by type for acutely aware shoppers. We proceed to broaden and enhance our footprint in trendy commerce and e-commerce segments. This won’t solely assist us in growing gross sales and driving model choice but in addition in serving our clients higher, providing them fashionable and progressive timepieces with one of the best of world watch assortment.
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Content material and Influencer advertising have discovered a outstanding presence in each marketer’s information. How has Timex leveraged the traits? How usually do you interact with influencers and what has been the outcome?
Influencer advertising gained plenty of consideration as a result of fluctuating methods of the viewers receiving model messaging.
We focus extra on the standard of content material that not solely captivates the eye of our audiences however is aligned with the present state of affairs. We really feel content material creators can talk our messaging to the shoppers in an natural method, keep relevance and meet our target market on-line.
For our upcoming launches, we are going to proceed to accomplice with macro in addition to micro influencers to construct consciousness for our merchandise by way of product critiques and interactive content material.
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Loads has been stated about Tier II & Tier III shoppers being the point of interest of financial revival. What’s your opinion on the identical? How do you intend to attach with these shoppers by way of advertising/promoting?
We’re rising our style portfolio for our fashion-conscious clients and we’ve got a few of the finest world manufacturers in our style portfolio like Versus Versace, Ted Baker, Nautica, and the brand new addition to the household of brand name Furla for our clients. Additionally, we need to be sure that we deliver new collections for our Tier 2 and three clients with high quality choices beneath the model TMX.
We goal to realize this by leveraging our distribution channel and rising the e-commerce channel in partnership with Timehut to supply our shoppers fashionable, progressive timepieces, and one of the best of world picks in India on the consolation of their residence.
We now have additionally partnered with Viniculum, a world software program firm that permits omnichannel retailing and aggregator for market e-commerce. We’re hopeful that Vinculum partnership will assist Timehut strengthen its presence throughout the Indian e-commerce market by way of its strong infrastructure, superior expertise, and powerful advertising acumen. It would additional allow modernization of warehouse, linking offline retailers in Tier2/3 cities, thereby gaining market share and a brand new client base to develop gross sales.
In our preliminary months, we’ve got been capable of serve greater than 15,000 clients until date and have seen a constant month-on-month progress in buyer orders. In actual fact, we have been capable of double our orders final month and stay up for regular progress within the upcoming 12 months.
With intense competitors out there, how is Timex matching as much as the millennial traits and gaining consideration?
Millennials play a major function in driving consumption demand in client markets in India. They spend rather a lot on personalised client experiences and subsequently cater to their personalized match into their life. Therefore millennial is a crucial section for us to develop and we achieve consideration on the options, kinds, interchangeable straps, packaging, and most significantly aggressive pricing throughout modern manufacturers Timex, Helix, and TMX.
By way of advert spends, what does your advertising plan for this quarter appear to be? Would your finances allocation for numerous mediums change in 2021?
For 2021, we’re extra specializing in digitalization, understanding client behaviour and accordingly do launches, and maximise our ROI as effectively. We see potential progress out there as its reviving post-COVID.
What are the important thing components which have strived your private progress as a marketer? Your Advertising Mantra- principally.
Adapting to new adjustments digitally would be the advertising mantra within the 12 months 2021. As a marketer, you will need to perceive client conduct and consequent shifts, examine advertising traits at size, and deal with the digital manner ahead. Additionally, add some traces about altering panorama by way of the usage of expertise, the confluence of channels into Omni, future traits, and many others additionally speak concerning the significance of information
Covid-19 positioned knowledge facilities on the heart of key IT decision-making and as an organization & entrepreneurs proceed to evolve with the brand new world of distributed workforces and blended working choices, you’ll see flexibility, scalability, and effectivity as the brand new normal in knowledge facilities.
High 3 ideas you wish to share with the business leaders for advertising within the class within the post-COVID world?
- Give attention to the prevailing customers- To Create companies and advert campaigns to focus on shoppers new wants
- Give attention to the main areas of buyer loyalty, social media engagement, model consciousness, new avenues, and natural visitors on web sites and social media
- Preserve your clients extra engaged on social media platforms which is essential for purchasers to purchase, entice them to purchase on-line and offline in addition to keep security measures whereas promoting on the shops
- Promoting messages are only on social media handles comparable to Fb, Instagram, and YouTube. That is essentially the most cost-effective manner to usher in leads and add gross sales to develop to your model
- Entrepreneurs additionally must improve their studying expertise and will have the ability to take up the challenges because the business goes by way of a fast transformation and will at all times be receptive to exploring newer methods of studying and enhancing your skillset.