The Fulcrum Agency is the Mumbai marketing company and engagement marketing consultancy in mumbai advertising agency that businesses turn to because we transform businesses into brands. With over 12 years of experience, we help business owners like you with branding, marketing, advertising, and complete creative solutions. Our Marketing Services Mumbai As a Mumbai marketing and advertising firm, we have an incredible list of services that allows us to tackle any marketing or advertising challenge that comes our way.
MARKETING
Let’s help you get the most out of your marketing with strategies and solutions that make sense for your budget and business. Learn more…
ADVERTISING
Advertising needs two things: great creative, great choices and great management of your media spend. Let’s show you how we can do both. Learn more..
BRANDING
You’re nothing without a strong brand. We’ve been building great brand for over 12 years. Let’s show you how we can build yours. Learn more..
DESIGN
Design is critical to the success of any marketing or advertising campaign. Our amazing team of Mumbai graphic designers will blow you away! Learn more…
COPY-WRITING
Copy-writing is how your communicate your brand and message to the world. Our wordsmiths will give voice to your company. Learn more…
PR
Public Relations is the art of getting the media to talk about you. Our PR team is great at getting the kind of media attention that will do wonders for your business. Learn more…
SOCIAL MEDIA
Social media marketing is more than just likes and followers. It’s about starting a conversation with your customers and building a relationship with them. Learn more.. CALL CENTRE Call centre services are an excellent way and affordable to grow your business. Our call centre is located in Mumbai to maximize your potential for success. Learn more…
engagement marketing consultancy in mumbai
The power of your brand message is the key to driving sales
There is a proven set of criteria used to test creative effectiveness of shopper communication called the 4C’s: Command, Connect, Convey, and Close. The better the ad performs against these metrics the better the ad does in driving conversion.
The first step is to Command Attention. Shopper communication that drives sales must first engage the shopper – invite her in. The idea is to let the shopper know you’re there. It’s a conversational wave across the room, a tap on the shoulder, a shout-out in the crowded area. However this is harder than it seems. In any retail context, the shoppers are on autopilot as they navigate the store, app, or website. The goal is to catch their eye, invite their attention, and get noticed.
The Tactics: Color, Shape, Size, Texture, White Space, Placement (above the fold), Violating Space, Motion, Dynamic Imagery, Scent, Sound
The Assessment: Does it attract peripheral vision in an in-store context or leverage the online medium with movement or dynamic imagery?
Does the execution use distinctive color, shape, size, sound, etc., and engage the shopper?
There are a number of effective ways to command attention.
Size, sound, motion, texture, distinctive color, and shape all work in store because shoppers shop at retail with their peripheral vision – their minds are constantly filtering inputs and their eyes are drawn to what’s different in the environment.
In the digital screen as well as the store, the eyes are drawn to what’s different in the environment. Simple, bold images; ads above the fold; faces, motion, and disruptive visuals all help to draw interest.
Be aware in the effort to gain attention to not go overboard and create disruption for its own sake. Elicit positive interest for the retailer at the POS to achieve a favorable shopper experience. Retailers prefer an invite vs. screaming at their shoppers.
Does it matter to shoppers? Yes! Below is an example of what happens when a brand enhances Command.