Clutter-free communication
Communicating with the people in their own language and establishing a better on-ground connect – these are the factors that make Radio a marketing medium to bet on, says Sanjay Gopalakrishnan, AVP-Marketing, Fiat Chrysler India Q] How important is Radio as a communication tool for you? As a communication tool, Radio plays a crucial role as it helps connect with our customers directly. Q] How does Radio score over other media formats? Radio can be targeted at cities and we can also choose to send different messages in different markets in local languages. Radio also helps us establish an on-ground connect. Q] How do you think Radio can be utilised better as a marketing tool? Radio can be utilized to target specific groups of customers in specific towns with a call back facility if an attractive offer is going on. Q] How effective is Radio when it comes to targeting specific towns, especially small towns? Radio works best in smaller towns as it is limited to a single or maximum two stations. Hence, there is no clutter. Q] What is the share of radio currently in your media mix? Are you looking at upping your spends? The share of Radio in our media mix is currently at 2%. Our spends will increase depending on the requirements of the market and the brand. Q] What’s been the most innovating campaign undertaken by your brand on Radio? For Ganesh Chaturthi last month, we did the ‘Punto Wrap’, where we took the car from pandal to pandal in different key cities in Maharashtra. The RJ travelled along with the car to different dealer showrooms. This exercise helped create a better connect with the FIAT brand and generated positive word-of-mouth for the brand. Q] How do you use Radio during your festival campaigns? We use Radio for our festival campaigns to drive customers to our showrooms. It helps when an on-ground activity is done along with an on-air component. Q] Does radio help in connect with not just the masses but also the classes? Radio is generally targeted at the masses. For the classes, we need to look at specific radio stations that beam English programmes. NoteBook: Radio
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