Marketers either draw in their customers or go out to them. For the launch of its new ball-pen, Liso, stationery brand, Camlin, has gone 'out' all the way.
The brand has launched an extensive outdoor campaign for Liso. Since the launch coincided with college admissions in Maharashtra, the company decided to promote Liso by giving out free samples to students waiting in admission queues outside city colleges.
Promoters wearing Camlin Liso-branded T-Shirts and caps approached seven leading colleges of Mumbai -- such as St. Xavier's, SNDT Women's University and Ruia College -- during the admission procedure and handed out the pens as samples to students, many of whom were anyway in dire need of pens at that point.
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The company also offered sampling to commuters at key railway stations in Mumbai, where pens were given out and product features explained.
Besides this, the usual POPs and display collaterals, such as danglers, posters, stickers and dispensers have been put up at retail outlets.
Also, 25 BEST bus back panels are carrying the Liso branding -- one bus out of each of the 25 depots has been booked, to ensure coverage across Mumbai. Window top panels of 10 trains -- five on the Western and five on the Central line -- are also carrying the pen's branding and product features.
Camlin has also employed 369 out-of-home screens by OOH Media across Mumbai for four weeks, comprising 166 screens in their leisure network and 203 screens in the in-store network.
Explaining the extensive use of outdoor, Shriram Dandekar, executive director, Camlin, tells afaqs!, "Most commuters in Mumbai travel by trains and buses. Therefore, they can catch the communication here. Also, more features of the product can be displayed on outdoor and the target audience has more time to absorb this, as compared to an AV medium."
The outdoor campaign is also being backed by limited presence in Mumbai dailies, a regional language newspaper, and trade and youth magazines.
The total marketing spends for Liso in Mumbai are approximately Rs 6 lakh. In the coming year, the company expects Liso to rake in revenues to the tune of Rs 5 crore.
The product was launched in Mumbai on June 4. For now, the company is focusing on Maharashtra for the Liso launch. Therefore, the brand will shortly be launched in Pune, Kolhapur and other markets.
Established in 1931, the colours and stationery brand, Camlin, now produces over 2,000 products. It was the first to introduce colour categories in India, such as fine art colours, hobby colours and fashion colours.
Dandekar shares that Camlin Stationery's turnover for the last fiscal year was Rs 292 crore. It is expecting to see a turnover of Rs 350 crore in the current financial year and Rs 500 crore by 2012.