This article is contributed by Pranjal Agarwal, India Market Head, Mudrex.
Diwali is one of the few festivals that is commonly celebrated across India. During this time of the year, people tend to buy new clothes, ornaments, cars/bikes, gadgets, gifts and many more including making new investments, signifying a prosperous year ahead. To capitalise on these age-old traditions, brands from across industries and segments come up with various campaigns targeting their audience to improve their brand image and value, thereby increasing sales. Let’s understand how various brands can use consumer insights to design the perfect campaigns for their target audience.
Website and App Analytics
Website or App Analytics is key. These analytics help brands in analysing user behaviour, revealing how users interact with their app/website. Key metrics such as demography, and engagement time and behaviour tell you so much about the user like what interests them, what they connect to, their cultural ideology and many more. A/B testing allows you to experiment with different versions of your website or app to determine which performs better in terms of user engagement and conversion. Using these metrics, brands can help create tailored campaigns and enhance their user experience making sure any campaigns for Diwali and any other occasion have the highest engagement rate.
Taking Advantage of Key Diwali trends
Based on the sector your brand is in, you can use specific Diwali trends to drive traffic, sales or volumes. For example, making new investments is one of the biggest traditions in India. If you are a stock broker or any other exchange, waving off the transaction fees during the famous “Muhurat Trading” would be a well-fitted campaign for all your audience. Shopping is another major part of Diwali. To capitalise on this, e-commerce giants like Amazon and Flipkart announce sales in the name of “Amazon Great Indian Festival” and “Flipkart Big Billion Days” benefitting both users and brands equally. It is important to find that specific Diwali trend that your brand can capitalise on to improve sales, volumes or traffic.
Capturing the Emotional Aspect of Diwali
Apart from increasing sales or driving volume, brands also create campaigns to build their brand value in the minds of their audience. Given that Diwali has a strong emotional aspect to it —- bringing families together. No amount of discounts, offers or cashbacks can come close to this feeling. Hence, brands building on Cultural insight with localised themes have an edge over others.
The Best Use of Customer Insights
Listening to your customers is one of the best ways to connect and get more such customers. With feedback on what’s good about your product/service, what’s not good, and what more they want, the brand can understand the pulse of the consumers. Not just their feedback but their queries also give a sense of what they are looking for. These insights from your customers help you style your communications and talk to them in their language (be it millennials, GenZ or Boomers) to connect with them better.
Concluding Thoughts
While there are 1000s of brands targeting millions of audiences in many creative ways, the key things that make a Diwali campaign successful is if our brand brought happiness to our consumers in some way or another. Making sure our customers get the best product/service they deserve should be the priority. It would be interesting to see what kind of campaigns we get for this Diwali. Given the increasing use of AI and other tech by brands, this Diwali will surely be a delightful one for both brands and customers. Wish you all a happy and safe Diwali.
Varun Bhardwaj
