Last updated : November 16, 2007
INX Media has
a unique media offering for its advertisers, Club INX. Club INX members, or the clients, will be segregated into three broad categories, Platinum, Gold and Silver. The objective is to provide crystal clear deals to its clients and become the most preferred media network for advertisers.
Club INX will provide tailormade solutions to each client by monitoring specific requirements to reach the desired target group. Apart from plainly selling air time, Club INX will look into various branding benefits, which generally do not form part of the core operations of a broadcasting house. The idea for Club INX emanated from the sales philosophy of the company, which includes building trust and longterm relationships with clients, and providing them better reach and effective brand solutions.
Probal Gaanguly, group director, revenue management, advertising sales and new media, INX Media, explains, "Club INX will have three levels of partners, Platinum, Gold and Silver, where Platinum will represent the highest level of partnership and Silver, the lowest level. The partnership level will be decided by the amount of investment a client is willing to put in its channels. Platinum partners will get the maximum returns and benefits, free of cost."
The major benefit for Platinum partners will be online and on ground branding activation activities such as mall activations, event promotions and road shows. When asked if INX Media will in any case compete with direct marketing agencies by conducting such below the line activities, Gaanguly says, "This won't be the case because this is an initiative which has been designed to add value to the clients' investment and form longterm bonds. This particular benefit will come to the clients free of cost and, therefore, they will be able to save the amount that they usually spend on below the line promotions."
Platinum partners will get this added benefit for three consecutive years after signing the deal with INX Media; Gold and Silver partners will get it for two years and one year, respectively. The online and on ground activations may not necessarily be available to the Gold and Silver partners. Other benefits of Club INX include preferential scheduling, preferential pricing, priority check in, AFPs and promotional licensing. Platinum partners can enjoy this service across all INX Media network channels, whereas the Gold and Silver partners will be limited to the specific channels on which they choose to advertise.
Club INX will be managed by a special client relationship team. The Future Group, Vodafone and Reliance Industries Ltd have already signed on as Platinum partners.