A 4 point guideline for Media Innovations

1. What is media Innovation?

Clients have creative agencies. To create ads is their core expertise. Our forte is our knowledge of Dainik Bhaskar Group. Nobody knows it better than us. Our core expertise therefore is our ability to think of media innovations. One such innovation for Motorola is on the next slide.

2. Why do we need media innovation?

- Is it for more billing for you or - is it for more value for your client? When your focus is money, the clients focus also becomes money. And then everything boils down to deals/discounts etc. When your focus is value delivery for your client then money becomes secondary. i.e. When there is an additional benefit which is very important for the client. For instance in the Aviva ad on the next slide.

Value to client
Created for an Infant insurance scheme. Clients benefits: 1. A branded property that is in sync with their marketing effort. 2. An interactive media like short code. 3. A cellphone list of the right respondents -parents of infants.

3. Where can we innovate in our group?

Dainik Bhaskar and all its vehicles Navrang, Rasrang, Madhurima, Divya Bhaskar and all its vehicles Navrang, Rasrang, Madhurima, Short code 54567. My Fm! DB Aktivation. Knowledge of our group and internal networking is essential for suggesting Innovations. One Innovation for Hero Honda is on next slide, but it will not be possible without editorial involvement.

4. How to present a good idea?

Be very clear about why the idea came about. For instance a Ragging campaign presentation to Nokia: Ragging is an issue that concerns the youth. And since your primary target audience is youth, you may want to be associated with an issue that they are all passionate about. We have three wonderfully youthful vehicles 54567, My FM! and Navrang. The idea is Each presentation needs to be rehearsed before hand.

5. What is not a media innovation?

We often hear Lets do a supplement or Lets sell a property on the Sports Page, or lets sell a sky-bus. These are not innovations. Innovation should always work upwards from a clients needs. For instance, This client has taken many ground panels in cricket matches. He is obviously a cricket lover. Can I sell him a boundary line on our sports page too? (See next slide)

Summarise
Innovation has nothing to do with rates. It has everything to do with the clients needs. (So know them well. Only then you can create value.) Know all media/departments from your group well. (You cannot innovate otherwise). Innovation is about the idea. But ideas need presenting. Prepare well to present an idea. Designs/Layouts can help. But there is no substitute for preparation.

Net result of a good innovation.

The client is unlikely to rest the decision on discounting, and/or The client may not use the contest with us exclusively, or The client may not buy the plan, or the worst, He may use it with some other publication only, but One thing is for sure he will respect you more and it will become much easier to get appointments with him