New Delhi, Oct 31: Marketing a niche channel is perhaps no lessadventurous than hiking the rainforests of Costa Rica or trekking inAntarctica. But for the Hong Kong-based Deborah Armstrong, vice-president,marketing of National Geographic Channel Asia (NGC), if the channel isNational Geographic and the market is India -- the adventure becomes purefun.Right now, she is hitch-kicking the Indian strategy: to endear the brand tofolks who are awed by NGC's history and heritage and see the channel asremote and intimidating.
To project the brand as familiar and approachable -- while adhering to theNational Geographic Society's mission of providing viewers ``a passion foradventure, a taste for the exotic, and the powerful experience of `beingthere','' -- the Channel has kicked off a multi-media, two-month-longpromotional ad campaign called `Go Wild'.
Under the Go Wild contest, the participant is required to name any threeanimals featured in the flagship programme `Wild' and return the entriesbefore December 31, 1999. The Wild prizes: an expedition to Antarctica,Africa, Cost Rica or Egypt; and 400 National Geographic Magazinesubscriptions. Deborah Armstrong in an exclusive interview with the TheFinancial Express:
On promotional initiatives: We're currently running a majorpromotional ad campaign nationally via newspapers, magazines and the Starnetwork. It's an incredibly substantial spending with compelling prizes. Themarketing philosophy at National Geographic is that everything we do frompromotional aspect has to be in keeping with core values of the NationalGeographic's heritage.
On the channel's performance in India: It has really exceeded ourexpectations. The channel is only a-year-old and we've got a reach of eightmillion homes. We expect a dramatic increase in distribution in the next fewmonths. We're bringing in over 400 decoders next month. Demand for thechannel is fast outstripping the supply. Presently, we're concentrating ontop TRP towns. Beginning with Delhi before moving to other metros, we'restarting a distribution roll-out and roadshows along with Star to showcasethe channel.
On the channel's selling proposition: Media planners are interestedin the environment and the ratings. Moreover, people within the advertisingbusiness appreciate brands -- and we're one of the strongest brands, providinga very credible environment. When they are placing ads, they look for notonly the reach but also what impression the environment is going to make onthe audience. Also, we deliver the numbers. ORG-Marg studies point to anenormous growth in the channel viewing. Our reach among the ABdemographic is as high or higher than our nearest competition.
Media planners are becoming quite demanding. But NGC is a premium channelbrand and there has to be value in the airtime itself. One of the challengeswe've to meet is to convince the advertising community that the traditionalairtime campaign is good value. We've no plans to revise the rate card inthe near future. We've signed a big deal with Fiat, in addition to BPL,Videocon and a spectrum of MNCs.
On brand perception: We will be conducting a survey in March 2000.Earlier, just prior to the launch of National Geographic in India, wecommissioned Research International in November 1998 to conduct an attitudeand awareness study. The study involved 60 focus groups with each grouphaving six people in Delhi, Mumbai and Bangalore. It revealed positiveawareness about the brand. But because of its history and quality, we mightbe seen as little bit intimidating and remote.
On remedial measures: We're addressing the image issue by introducinga number of on-ground brand development initiatives. We're bringing to India10 different film makers, explorers, scientists and adventurers and takingthem to schools, and in the field for closer interaction with the audience.These are small interactions involving about 2,000 people. Another area offocus is lectures and contests and implementation of programmes where we goto villages and communities and show films.
On the programming front, we're promoting programmes demographically.Addressing our viewers' wide range of interest, we've broadend ourprogramming to include more programmes on science, adventure, andexploration. In India, the channel makes for a great family viewing.However, our core audience remains: 25-45 years, slightly skewed towardsupscale.
Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.