The simple, humble, old school JO DIKHTAA HAI WHO BIKTAA HAI thought, most likely the first and most repeated DESI Marketing proverb we all hear, is relevant even in today’s hyper active, over stimulated, Always On world.

While PREMIUMISATION works so does catering to the BOTTOM OF THE PYRAMID. Marketing is full of multiple contradictions. So New Age Social media Promotions aimed at Hip, youthful, affluent urbane audiences co exists with Old school Marketing Basics- Visibility of your Brand at the Humble Kiraana/Modern Trade outlet.

At a simplistic level, it is about:
– MULTIPLE PACK FACINGS at eye level in the Category shelf,
– SHELF STRIPS/TALKERS, BACKING SHEETS
to create a Brand Space in the outlet.

And Proof of Effectiveness measured by:
– Significantly HIGHER GROWTH YOY in Secondary Sales vs Historical in Merchandised outlets, as well as
– Vs Non- Merchandised Outlets.

The Role of LAST MILE VISIBILITY in an Impulse Category like ‘Biscuits’ is logical but it may just surprise you in even High Involvement categories like Personal Care/Foods/Health. 

POSITIVES of Last mile Visibility at an outlet.
1. Triggers COMMUNICATION and BRAND RECALL. So, your INVESTMENT in Content Creation/Advertising, Traditional and Digital Media pays off.
2. And even if there isn’t engagement with recall of TVC, it breaks the rhythm of Autopilot, System 1 thinking.
 – It breaks the cycle of INERTIA, HABIT and INDIFFERENCE.
 – Our brains are LAZY and we just shut out any other STIMULUS from a
 brand of Biscuit or Shampoo other than what we always buy, be it
 Packaging or Advertising.
 – We just zero in on our regular brand and in a jiffy move on to the next category.  And all this take place in NANO SECONDS.

If Well Displayed, your target consumer may just notice:
1. Your brand
2. A relevant DISTINCTIVE CLAIM on your Packaging
3. A distinctive striking BRIGHT COLOUR on your Packaging
4. A distinctive CHARACTER/MASCOT on Pack that engages
5. A STRUCTURE that is distinctive in the category(A PET juice pack vs a Generic Tetra pak), or a TALLER/BROADER pack vs key category players
6. A CONSUMER OFFER.

So PILOT the Impact of Visibility on Brand Growths and if it meets Metrics of:
– Higher Growth YOY vs HISTORICAL
– Higher Growth YOY vs NON MERCHANDISED Outlets
– Reasonable PAYBACK PERIODS of 12-18 months post providing for Incremental Sales/Gross margins and Costs(You will incur Costs- Merchandiser salaries, Retail payouts as Space comes at a cost)

Create CAPABILITIES, SYSTEMS, PROCESSES and TEAMS to SCALE QUICK across Key Towns and Outlets.

So MERCHANDISE, PILOT, MEASURE PERFORMANCE VS METRICS, & SCALE QUICK. Maybe that’s why the saying goes, OLD IS GOLD. At least where, Old school Visibility is concerned.

Do let me know what you think.