media landscape our experience our case studies - best digital marketing… · 2019-01-31 ·...

MEDIA LANDSCAPE

MEDIA MOMENTS PR

OUR SERVICES

OUR EXPERIENCE

OUR CASE STUDIES

INDEX

MEDIA LANDSCAPEIS EVOLVING

Public Relations needs to generate ‘earned media’ across Traditional, Tradigital and Social

media through Traditional PR and Digital PR. The primary differences between Traditional PR

and Digital PR are tactics, including how relationships are built and what channels they use to

reach their audience.

MEDIA LANDSCAPE MEDIA MOMENTS PR OUR SERVICES OUR EXPERIENCE OUR CASE STUDIES

Media Moments offers Public

Relations services for a connected

world.

Our formula for creating PR Wow is

Hybrid PR =

Traditional PR +

Digital PR

A CONNECTED WORLD

MEDIA MOMENTSCONSUMER PR IN

Emergence of new platforms have drastically changed the way content is consumed.

Consumers are increasingly reading news on apps and social media. While the source of a

news story still matters and traditional media outlets remain the most trusted; the delivery

platforms have changed. Hence PR professionals also need to adapt to new platforms to

reach their consumers in their living spaces, work spaces and leisure spaces.

Consumer PR in a Hybrid media space


Presenter

Presentation Notes

*

030201We help clients build relationships with

consumers, investors, employees, journalists

and other stakeholders across a wide

spectrum of markets, product lines and

economic circumstances, helping build value

for their business. We craft your message

through white papers, authored articles, trend

reports, infographics and other

communication optimized for online and

offline media.

Corporate Communication

Reputation Managementin a Connected World

Deep understanding of the brand and industry

to execute a well planned hybrid

communication plan, projecting brands as the

solutions to a consumer’s requirements

In an increasingly connected world, there are

numerous challenges in managing corporate

reputation. The plethora of online news and

opinion channels requires a very detailed,

strategic plan to help brands maintain their

reputation and counter negativity if any.

Brand Solutions in the Consumer space

We listen actively and intently both offline and

online and create targeted communication for

every situation.


OUR EXPERTISE

060504Having been part of the growth of many

fledgling start-ups into reputed mainstream

brands, we have the insight and expertise to

consult brands in growth and sustenance

Start-up Consulting Media Training

There are 2 rules in managing a crisis:

Be prepared & Deal with the situation with speed,

transparency and accountability. While we help

plan for any potential crisis situation and

take measures to prevent the same; through a

strategic hybrid plan we help brands overcome a

social media crisis with minimum repercussions

to the brand and online reputation, while parallely

carefully integrating these efforts with traditional

media outreach

Consistent, confident messaging is absolutely

essential in today’s world of instant media and

sound bytes. Our media training experts help

prepare you for media interviews across

sectors, with different types of journalists and

as per situation

Crisis Communication


OUR EXPERTISE

Regardless of how rapidly new platforms evolve, TV, radio and print,

will always remain relevant and effective as they bring more credibility.

Traditional media today, has evolved to include online and social

channels. The new evolved form of traditional media - tradigital media

- is bringing higher reach and readership.

Tradigital is a double edged sword of credibility and reach.

TRADITIONALPR

Traditional PR

Traditional media PR

Tradigitalmedia PR+=


TV• With a growth rate of 15.8 per

cent in 2011, Indian television industry stood second when compared with BRIC and other major developed economies.

• In 2015, the television industry in India derived the major share of its revenue from subscription (66.6 per cent) and the rest from advertising segment (33.4 per cent)

• Television industry is expected to grow at CAGR of 28.3 per cent during 2016-2020, increasing from USD 9.62 billion in 2016 and reaching USD 26.1 billion by 2020

MEDIA

PRINT• The print industry was worth

USD 4.42 billion in 2015 and with a CAGR of 7.8 per cent for 2015-2020, it is expected to reach USD 6.43 billion by 2020

• Accelerated growth is forecasted in regional print and local news segments

• Print industry will reach USD 4.76 billion in 2016

F ILMS ONLINE

The Indian Media industry is on an impressive growth path. The revenue from advertising is expected to

grow at a CAGR of 13 per cent and will exceed Rs 81,600 crore (US$ 12.24 billion) in 2019 from Rs 41,400

crore (US$ 6.21 billion) in 2014. Television and print are expected to remain the largest contributors to the

advertising pie in 2018 as well. Internet advertising will emerge as the third-largest segment, with a share

of about 16 per cent in the total advertising pie. The film segment which contributed Rs 12,640 crore (US$

1.89 billion) in 2014 is projected to grow steadily at a CAGR of 10 per cent on the back of higher domestic

and overseas box-office collections as well as cable and satellite rights.

RADIO• Size of the Indian film

industry is expected to touch USD 3.54 billion by 2020, up from USD2.23 billion in 2015 at a CAGR of 9.7 per cent

• Increasing digital screens and 3D films are expected to help industry growth

• Digital advertising is expected to grow at a CAGR of 31 per cent to reach Rs 294.5 billion by 2021, contributing 27.3 per cent to the total advertising revenues by that point.

• As digital infrastructure continues to develop and data costs are driven down, digital consumption is likely to become more frequent and more mainstream. The resultant growth in investment by advertisers, supported by evolution of the audience measurement technology, is likely to drive growth over the next five years

• Size of the Indian radio industry is expected to reach USD 675 million by 2020, up from USD 364.77 million in 2016

• Phase III of e-auctions for FM radio licenses will provide an impetus to the segment

• Radio advertising is another area likely to experience accelerated growth

TRADITIONAL


49% 19% 10% 11% 4%

DIGITALPRDigital PR uses impactful communication

strategy through integrated creative

storytelling and unique media

intelligence to build mutually beneficial

relationships between businesses and

consumers.

Digital PR is Public Relations delivered

and managed real time to keep up with

wired customers.


Transforming static news into

conversations and bypassing media

to speak directly to your target

audience online

Accomplished through

a combination of

Social engagement

Content marketing

Brand publishing

Media relations

Inbound content

SEO strategies

Creativity.

Digital PR TradigitalMedia PR

PR on Social Media

+=


Effectively merge traditional PR

strategy with social and digital

strategy to deliver an effective

communication plan for today’s

brand needs

Build the brand’s image on social and digital platforms by leveraging the brand’s online presence through:

• Digital platforms of print publications

• Websites

• Strategic social media plan with targeted messages tp reach the right target audience

• An effective, low-cost platform that helps build brand awareness across various mediavehicles

• News sharing via wires help improve results from many of the other marketing and digital marketing communicationsources

According to Technorati, blogs rank among the top five “most trustworthy” sources of information on the internet. People relate to bloggers and trust their opinion.

A brand can collaborate with a blogger for:

TRADIGITAL SOCIAL

Online Wires Bloggers Influencers Social

DIGITAL PR

• Product Reviews

• Sponsored Posts

• Contests & Giveaways

• Social Media Contests –Instagram, Facebook, Twitter

• Video content

Influencers are brand endorsers and evangelists who help establish a brand connect while building an eco system of loyal consumers.

Two kinds of Influencer Community can be built across the entire group.

Authoritative InfluencersA List of Influencers for the Group to look aspirational.

Emerging Influencers-Adopting them much before they become big.

ProsumersProsumers are product and brand advocates . They are online influencers that business leaders and marketers must develop relationships with in order for their products and brands to thrive.

Rather than simply “consuming” products, they become the voices of those products and significantly impact the success or failure of companies, products, and brands, particularly through their involvement on the social web.

Strategic offline efforts which lead to engagements, conversations and mentions in the Social Media is classified by us as Social PR:

• Live Twitter feeds from events

• Facebook Live as well as live posts on the platform

• Instagram photos and videos

• Blogs and Vlogs sharing the experience, positioning at as aspirational


OURNETWORKWith offices in 4 cities and an affiliate

network in over 150 cities we can

deliver PR services pan India.


Delhi

Kolkata

Mumbai

Bangalore

Build your Messaging for

Internal and External

Stakeholders sharper.

Why you versus your

competitors. Assists Brands

identify points of distinction

and strategically deliver key

messages through custom

campaigns

Define the share of New Age

Media which would justify a

PR ROI. Accordingly build

the Media Intelligence

strategy for the same

MEDIA MOMENTSPR ROADMAP

Market landscape & Competition Mapping

Collaterals in words are

passé Videos, audios, GIF’s,

branded imagery all needs

to come together to tell a

story in minutes. Different

platforms need different

content formats. Integrated

Creative storytelling to keep

the messaging consistent

Creative PR Storytelling

1

2

3

4

5

Define theNew AgeMediaUniverse

Right communication

positioning, quality content,

optimum new age media

utilization driven by focused

approach of Building the

desired imagery and

purpose for the Brand in the

market it operates.

Strategic Communication

Strategies and plan to build

the brand on top

of both Online and

Offline space.

Traditional : Brand to be in the Offline publications which are high in distribution and credibility with high consumer loyalty in the region it operates.

Tradigital : Brand to be in the Offline publications which are high in distribution and credibility with high consumer loyalty in the region it operates.

Social :What's your social media amplification triggers. Who's the Right Tribe and Influence. Who are your conversations amplifiers

Intelligent Amplification Strategy

6

Delivering WOW

results for partners

within a defined

timeline.

Always ROI led.


Wow Results

OUR SERVICES

BRAND PR PR EVENTS MEDIA RELATIONSCORPORATE PR

MEDIA TRAINING CRISIS COMMUNICATION ONLINE PR MEDIA MONITORING

REPUTATION MANAGEMNET


We have a deep rooted understandingof the indian market and consumers.

In the last 8 years we have…

Helped launch 100+ startups

Worked on award winning campaigns and properties

Partnered large ticket propertiesHelped launch global brands in India

Partnered top business houses

Built new age community led amplification

Star & StyleFashion NightsCustom Studio


CASE STUDIES –VAN HEUSEN

BRIEFTo launch the Van Heusen Collection designed by Deepika Padukone.

EXECUTION • Media Moments leveraged Deepika Padukone’s celebrity status to create a media blitz around the launch of Van Heusen AW 14 Limited Edition Collection.

• The approach utilized a rich combination of leading lifestyle magazines, corporate stories, bloggers and social PR – creating a hybrid media mix

RESULT• The campaign won the Marketing Campaign Of The Year award at the World

Marketing Congress 2014 as well got nominated for Effies

• More than 200 clips across platforms generating more than Rs 40Cr worth of PR value

• Cover story in The Man magazine with several other double spread edit spreads

• FB reach of 2.1M; Twitter reach of 5M

• Covered in over 25 blogs and more than 100 online


Over 8 years of building Van Heusen brand in India through multiple product and sub-brand launches. VH Mens Fashion Week, Vdot John Abraham launch, VH Linkedin Most Dressed Professional, VH Deepika Padukone Limited Edition launch.

Corporate Communications Brand Solutions

MEDIACOVERAGE

ELLE.IN

DNA

MISSMALINI.COM

TIMES OF INIDA

TIMES OF INIDA.COM

ET NOW

CASE STUDIES – TCLBRIEFLaunch TCL India

EXECUTION • The Bangalore TCL 562 and TCL TV Launch recorded an attendance of 34

journalists and reviewers, few prominent names being The Economic Times,

Deccan Herald, Deccan Chronicle, PTI, Prajavani and Gizbot

• Over 250 pieces of coverage have been received with prominent online

publications such as The Times of India, The Economic Times, NDTV, Business

Standard, Yahoo, BGR, 91 Mobiles etc., featuring the news twice

• Agency scheduled face to face interactions with mainlines, financials and

bloggers

• Launch has been well received across publications wherein 80% was Tier 1 media

and major publications were present during the launch

• The blogger’s preview was held a week prior to the launch in Mumbai and Delhi

which saw a joint attendance of 80 bloggers and reviewers

• Major blogger reviewer present – IANS, My Mobile, Digit, PTI and a host of

YouTube Vloggers



221 Online

32 Print11 Youtube Unboxing

264 Total Coverage

PR Value (INR)

14,52,82,895

Times of India - Tech

Deccan Herald

Deccan Chronicle

Prajavani

Business Standard

TechPP

Gadgets 360

MEDIACOVERAGE

CASE STUDIES –PEPE JEANSBRIEFLaunch of a new store in Delhi

EXECUTION • Use of hybrid media to cover 360 degree communication

• Roping in a popular fashionista as an influencer for the TG

• Bloggers’ initiative to generate content around the launch

• Social Media Campaign to promote the launch through social channels

RESULT• FB reach of 2M; Twitter Reach of 3.5M

• Overall 30 Online Posts or Blogs



MEDIACOVERAGE

CASE STUDIES – CRISIS COMMUNICATIONTHE CRISIS

An international fashion brand that specializes in denim and casual wear for men, women

and kids did a promotional feature on makeovers for kids in Hindustan Times. The feature

attracted outrage on social media for gender stereotyping. Within a few hours

engagement on the post started spiraling with leading online media picking up the story.

THE ACTIONWe investigated the issue, conducted damage analysis and reached out to the brand with a

report. Within the next 30mins a press release was drafted with all the facts listed and a

quote from the brand custodians. Simultaneously the community was activated to resonate

the facts and project the brand in a positive light. We also connected with the right online

and offline PR networks to ensure the wrongly published story was pulled down within 24

hours and the damage was reversed.

THE RESULTWe restored the brand's image thereby causing the media to wake up to fake news and

unverified citizen journalism.


THANK YOU

72599 79581 | 96324 [email protected]

500, CMH Road, Indiranagar, Bengaluru - 38

406, MGF Metropolis, M G Road, Gurgaon - 02

media landscape our experience our case studies - best digital marketing… · 2019-01-31 ·...

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