The new year is Turquoise because they said so.

It is relative to:

• The brand’’s objective
• The customer’’s want
• The time at which the above two meet

Digital media scores over traditional media because it brings the factor of time rightly into the limelight. It can connect the consumer and the brand when both are in a position to engage. It is the difference between selling insurance outside a cinema hall and selling it at the client’’s house on a weekend.

The customer might want it, and the product might sell itself as well, but they need to connect at the right time. The web and the mobile enable this very well. Search marketing for instance is the best example of time based marketing.

How to put time into advertising?

Analyse what information people are seeking, contrive your information according to the speed with which they require the information, and thirdly open avenues for longer interactions later.

Here is an example:

I am looking for the share price of Smursh (whenever it will get listed). I don”t want to know about how a broker’s demat account is practically free (at that moment of time at least), what I need is the share price so just give me a share price. Instead, pitch me an avenue I can use or come to directly the next time I want such an info – SMS update for instance, a Facebook Fanpage or even a website.

Ask him to connect on Facebook or a forum you have to discuss shares and stocks and on those platforms sell your product benefits.

Appreciate a person’t time and he will appreciate you.

Smursh builds conversations as we believe conversational marketing is at the bottom of community building. And we think while technology can enable it a lot better, it is still a people driven business.

Image courtesy: Sean Dreilinger

Smursh Media Story

We provide comprehensive digital media solutions while still being distinctly digital, media and solution providing firm.

All of Smursh’s business interest lies in the digital field, Smursh.com is our flagship brand providing comprehensive digital goodness as a full service agency.

We create our own digital properties including websites, online communities and applications grounding a firm media foothold.

And we use the harness the power of these two to enable effective solutions for brands in their communication needs.

Based in Bombay, Smursh Media enables communication online. We believe in the power of communities on the web, and consider clear and creative conversations as the tool to build them. Getting this done effectively is our constant pursuit.

Overview:

Hokey Pokey is a local Ice Cream Parlour having seven outlets in the city in a short span of 1 year and adding more outlets and branches on a quarterly basis. It has been one of the first to introduce the concept of Make your own Ice Cream in India.

Objective:

With an innovative and quality Product in hand, Hokey Pokey simply needed to reach out to their Customers and increase the footfalls in their Parlors through Targeted and Economical Marketing efforts.

Solution:

Smursh took a twofold approach to the above Objective. First, to become part of real time and day to day conversations of potential and existing Customers. Second, to establish or use an existing  platform to build a community of its regular Customers.

Smursh used tracking tools to discover and monitor conversations revolving around keywords of the Product and its location to enable and be part of conversations. Doing so, Smursh was successful in touching base with its potential customers to make them aware about the brand converting them into Customers by organizing meets and popular events at the parlors.

On the other hand, Smursh parallely established a presence on an existing platform using Facebook. With the help and collaboration of enthusiastic Customers who already had taken initiatives in forming groups, Smursh formed a strong base of fans using Fan Pages and Groups on Facebook. This page now holds a very healthy and interactive community which is part of daily updates, discussions and contests driving indirect sales and branding for Hokey Pokey.

Other than the above, Smursh also designed campaigns which drove engagement for existing Customers and provided added incentives for potential Customers to be part of the Hokey Pokey brand. These campaigns included separate platform design and development which included real time conversation aggregation, online game and viral content.

This happened.

There are many things that make us stay late at work. There are many things that make us don’t work as well. But very rarely do they both happen together. Yesterday however this did happen.

What happened?

This happened.

This blog will be our repository of research, ideas, views and a general insight within and outside of Smursh. Hope you have a good time browsing.

PS: A lot of people have asked us about the meaning of Smursh, so here it is – there is no meaning. It is a play of words with the names of the three on the right, go figure: P.

What? Yes!

Hello world..’, ‘Hello world!’, ‘hello-world’

‘This is an example of a Wordpress page, yes, but it is not what you think it is.

Smursh Lab as we call it on this blog is our bastion of ideas and thoughts on online advertising. Smursh itself being a full service agency based in Mumbai. Amongst many things it is the beacon of hope for many who want online advertising to succeed in India. As you can see it is also a place we let loose our thoughts and fancies in general.

We hope to strike some good conversations with you, so please be vocal and loud. And we hope this place adds enough value to the time you spend here.’