Raymond’s Parx Spends More Online to Deal With Recession Blues
Anand Krishna, Head – Marketing, Parx, explains, “We spent 15 per cent of the advertising budget on the digital campaign. Our digital strategy was backed by a sound media plan, and it also included revamping the entire website to get the consumer involved and interested. Since our core TG is the 25-35 year old male, who spend a lot of time online, it was best to ‘connect’ with them through the internet itself. Also, the website, gave the consumer a chance to ‘see’ and ‘look’ what style, design, and colours suit him. It interacted with the consumer at a one-to-one level.”
This is what he had to say about the predominantly digital campaign that Parx – the casual wear brand from Raymond’s, conducted after a gap of almost 4-5 years of almost nil marketing. The important part here is that as much as 15% of the marketing budget was spared for online marketing and in fact the success of the campaign prompted them to take the campaign offline to TVC and print.
It has often been noted that the reason e-commerce hasn’t yet picked up for the garments and clothing niche is because Indians prefer to get the look and feel better before deciding to buy. The campaign has essentially chosen this dilemma of the consumer to form the core of their campaign. The exercise essentially involves a mannequin that users can dress up to get the actual look and feel of the clothes. One can even upload one’s photograph to get a better idea on how it would suit us (though I didn’t try it because of lack of a good picture). This is how the site looks, all marketing efforts were diverting traffic to this section of the site.
Parx online campaign
It is interesting to note the number – 15%. Voltas recently spent around 10% of their budget on digital and these are significant shifts from the partly 3-5% that digital media earned on a good pay day. And look at the brands getting into it – electronics and clothes, stuff that were almost written off to never come on the web to market.
People are looking online, they are willing to loosen the strings if you present the right idea. Increasingly it is becoming the responsibility of the proponents of the digital medium to now give out results. It needn’t mean that we have to drive sales on every campaign, that is just one facet of ROI. It is important for agencies to define appropriate goals and then over deliver on them to ensure this new found interest doesn’t die down and grows further instead.
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