MAM
CIRCULAR MARKETING: The Number One Issue of 2006
We are being forced to re-design to a new level of “micro-nization” of business units, a “wireless-izing” of mass communication and a “voip-izing” of populace conversations in marketplaces, under a massive globalization with highly localized customization to fit the demands of consumers. This subject is very hot and research on these issues is still being drafted.
Here Comes Circular Marketing
When the earth becomes almost like a digitally formatted platform for the net and e-commerce savvy to skate on, then its time for marketing to become circular. Marketing is now what a wrapper should be around a chocolate bar. Yummy. Where, all aspects of marketing are being delivered to the customers at their destination of choice, simultaneously competitive, homogeneously synchronized, interactively managed in Technicolor with real touch & feel along with extensive support and services available round the clock. Totally wrapped around. Creating chain of events leading to circumstances, anticipated reactions and a circularity of service and deliveries of the selling proposition. Repeated around the globe and all over the circumference. Totally circular.
Today, going global means going circular, or circumnavigating this shrinking globe in search of new electronically accessible villages, digitally connected cites and interconnected cyber-continents on an hourly basis. This is now the normal hourly routine, repeated 24-7-365. Wow, a big dizzying change, a real culture shock from having an architecturally twisted booth displayed at a yearly trade show or few executives hopping on a few jet-lagging global trips. The old methods are now replaced by taking marketing messages and wrapping them around the entire markets, hidden in the various global markets all in a constant circular navigational format. As new markets and customers are discovered they too get full wrap around services and comfort level. Circular all the way.
We are being forced to redesign to a new level of “micro-nization” of business units, a “wireless-izing” of mass communication and a “voip-izing” of populace conversations in marketplaces, under a massive globalization with highly localized customization to fit the demands of consumers. This subject is very hot and research on these issues is still being drafted.
The laws of circular marketing clearly points to a very different approach and a dramatically different system, altering the old corporate thinking based on the big image formation and delivery of an overly repeated message to now a sophisticated range of ideas via exclusive name identity expansion, digitally supported by an image and followed by real brand delivery. A great cost saving and high profit strategy.
Executives must explore the new laws of building global name icons and cutting edge trends; create new standards to operate in a small yet very ‘Multi-National-Formation-Micro-Unit-style. Thinking extremely big in terms of name functionality in the global arena while operating extremely micro in terms of graphical overloads and traditional campaigns are now the new standards in circular marketing.
Marketing is now only global; all the other books that say otherwise must be burned. Furthermore, the Dot Com craze was directly responsible for this mega shift. Web-based crusade wasn’t wasted at all…. It is time to sincerely thank the dot-com revolution, Silicon Valley and the exuberant gold rush of Wall Street. Now that the greed has been gently slapped on the wrist, the vindication of Wall Street is done. Forget, forgive and move on as bigger opportunities clearly lie ahead. Go circular.
Step One. Audit,
What good are brands and corporate name identities if they are not a buzz? What good are expensive websites, if they are invisible? The answer is to simply execute a professional audit. Remember, not by the same people who are running your image and branding circus. A candid and very open discussion on this subject is most critical.
Step Two. Aim
What good are expensive campaigns if nobody remembers or understands them?
What good are the selling propositions if they are off target and or out of scope?
To nurture a sophisticated series of selling ideas and their related delivery systems under the modern guidelines to suit the customer of our new digitally flat earth requires brand new sets of skills. Aim high or aim low but aim very clearly.
Step Three. Fire
Fire the current set-up, as it’s dragging the corporate strategy down. The number one issue for 2006 is to face the global marketing challenges head-on and any insecurity or the doubtful actions based on the old marketing schools would seriously fail. Out there its’ all very new, on one side a very new flat earth and on the other a very new circular marketing both offering extra-ordinary opportunities. Best, get the right team with the right knowledge and explore circular marketing.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
