At the CMO-Bengaluru Pitch Summit, a panel of experts explored why and how brands are presented consistently across channels. Tina Garg, founder and CEO of Pink Lemonade, who moderated the session, opened the session by asking the participants about their approach to multi-channel strategy and the challenges they face in implementing this strategy.
Team Member Akshay Mathur, Chief Revenue Officer, Tiroo; Dr. M. Nanda, Marketing Director, Stovekraft Ltd; Harshna Basari, Head of Marketing, BlueStone; Rahul Tamada, Founder and CEO, Tamada Media; Hrithik Khurana, Chief Brand Officer, PhonePe; Sneha John, Director of Branding and Social Marketing, Swiggy and Varun AR, Head of Marketing at Livspace share their business stories and experiences. The topic of the discussion is "The role of multi-channel marketing in creating a strong brand identity".
Khurana notes that a big part of a multichannel plan is to target the audience they want to reach, along with their media consumption habits. "If you're trying to reach a younger audience, your media choices will change. If you're trying to reach an older audience, the media choices are different. There's one consistent message you need everywhere, but you have to adjust it. Send messages to different contacts" .
He then explained that the best way to plan became a challenge.
Mathur added that brands typically communicate regularly, but when it comes to certain channels that are new to them, they lack the right tools and the right type of communication for those channels.
John highlighted another problem, saying that it can be difficult to determine exactly how to do this. "Besides who you're talking to and what you want to convey, it's also important to look at the goal from the consumer's perspective. Whether you're trying to get more consumers or attract them, be very clear."
Basari shared that Bluestone started as an online brand and now operates offline with more than 170 stores. The foundation of this strategy starts with the employee's DNA. When you're talking about 170+ stores, you're talking about a lot of retailers that consumers shop at every day. So make sure they also know your brand identity. Branding and marketing work doesn't stop at companies, it's about how the personality of the brand flows through each employee. It's important for customers to experience the brand at different touch points."
Talking about Livspace and the audience it serves, Varun shared that Livspace is a digital first brand and the audience they reach is very capable. "When you start changing media channels, you start seeing different people. So from a brand perspective, it's important to consider whether the catalog is right, the store is right, the design is right for different needs," he says. .
Tamada adds, "Because there are so many different markets in the South and each channel or platform behaves differently, it becomes difficult to find your audience."
He also believes that every brand has its own aesthetic, what it does and doesn't want to do. "That doesn't mean every brand has to go to every channel with every campaign," he said.
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