Mediaboss Marketing

KFC India recently gave its popular offering Rice Bowl an upgrade to make a new launch KFC Biryani Bucket with a quirky TVC campaign featuring actor Piyush Mishra. Moksh Chopra, Chief Marketing Officer, KFC India, shares that while the Rice Bowl has been a much-loved offering for consumers, this new innovation has been done in line with changing consumer preferences and demands for KFC. Chopra further shares the insights behind the new launch, the conceptualization and execution of the TVC campaign, new innovations, marketing strategy, retail footprint expansion and more.

Edited Excerpts

How do you ensure regular product innovation in line with changing consumer preferences? What are some key product innovations you are focusing on?

Innovation, while being distinctive, is at the core of what we do. Keeping up with the latest trends and consumer preferences, we continue to deliver craving products that are clutter-breaking and distinctively KFC, like the Tandoori Zinger, Double Down or Chizza, and now our latest offering - the KFC Biryani Bucket. Our endeavour is to design products that deliver familiar flavours to our consumers, but with a KFC twist.

Please tell us the consumer insight and inspiration behind the launch of the new Biryani Bucket.

We launched the KFC Biryani Bucket on popular consumer demand. Its a well-known fact that Indians love biryani; weve had consumers often wonder, ask, and suggest a Biryani variation on our menu to allow them to have both their favourites in one delicious meal at KFC. So we explored various recipes of chicken biryani and arrived at one that pairs best with the signature KFC chicken. The KFC Biryani Bucket brings together two dynamic flavours that Indians absolutely love KFCs signature fried chicken and flavourful Biryani rice. Keeping our ears to the ground and being attentive to our consumers preferences, we continue to expand our menu through interesting formats and flavours.

Walk us through the conceptualization and the execution process of the TVC campaign. In terms of response, what are the metrics that you are expecting?

As the leader in the fried chicken category, clearly, our consumers had been wanting to see our take on Biryani and thats exactly the concept we decided to develop for the campaign film around the product. We decided to say it like it is, and hence in the film you see the Colonel being pursued with the question of Biryani kab banaoge?. This is as authentic a treatment of the actual thought behind the product, from the laughter club, elevator to the tailor, everyone wanting to know when will the Colonel make a KFC Biryani. Thats when the Colonel resolves to design the biryani of everyones dreams and proudly holds up the KFC Biryani Bucket because KFC fans wanted it, and he made it happen.

The film went live on TV and digital and has received great traction so far. Consumer comments and feedback on our social channels, clearly show how KFC fans are enjoying both the long-awaited Biryani, as well as the candid TVC campaign.

Actor Piyush Mishra is part of the new campaign, so what are the synergies here?

Given the quirky concept of the TVC with consumers chasing the Colonel around town, we were looking for someone to aptly personify our consumers excitement as they asked the Colonel for a biryani. While we werent actively seeking a celebrity or a popular face, Piyush Mishra became an obvious choice given the ability to deliver a performance marked by his typical straight-faced humour. Who else could put the Colonel in a spot while asking about the biryani in the midst of a fit of laughter at a club? It all came together very well, and the Colonels chemistry with the actor is very evident and enjoyable in the TVC.

What are the challenges when updating and removing items from the menu? Krushers is no longer part of the menu?

We are committed to bringing new and distinct offerings to our consumers at KFC, and that is why our menu is ever-evolving. A lot of these changes depend on changing tastes and preferences, consumer demand and our market research. Ultimately, the goal is to make KFC more enjoyable for our consumers in line with their food preferences and to give them more options to choose from. As part of our beverage offering, consumers can enjoy Krush Lime and Mojito.

What is the media mix and marketing strategy that you are adopting for promoting the new launch? How different is it going to be your overall media mix?

We have always taken an innovative and out-of-the-box approach to talk to our consumers with integrated campaigns with a fair mix allocated to traditional and digital media. Our media mix includes traditional mediums like TV, Outdoors and Print; along with Digital & Social which form a major part of our media strategy. We use digital and social in 3 different ways. Firstly, for reach amplification of product and campaign. Secondly, its unique capability to create two-way engagement is something we use through social media, influencer collaborations and content. Consumers are also increasingly preferring to order KFC digitally on the KFC App, which is a third primary pillar.

What per cent of your sales comes from digital channels vs offline retail? Any plans for expanding your retail footprint?

A large percentage of our sales continue to come from delivery, takeaway (including our newly launched channel, Express Pick-Up, and a large chunk of this is coming from digital channels including our website and app).

We currently have 600+ restaurants in India, including expanding our footprint into cities such as Malda, Muzaffarpur, Bellary and Bhagalpur. Going forward, the focus will be to push further growth in the Indian market and widen our reach by expanding across tier 2 and 3 cities. We will continue to have a play through a mix of both equity and franchise-owned restaurants and fuel our long-term plan of growth and expansion in the country.

In an earlier interaction, you had mentioned thatKFCis observing a steady growth rate. Are your offline retail numbers back to pre-covid levels?

Despite Covid making it tough for restaurants to function at pre-covid levels, weve seen robust growth last year. We were agile in adapting to covid restrictions and working around them. Different channels such as contactless service, KFC to your Car/Bike service and KFCs 7 minutes Express PickUp helped in extending access to our consumers through the pandemic. And now as normalcy resumes, we are witnessing an increase in footfalls at our restaurants as well.

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Innovation, while being distinctive, is at the core of what we do: Moksh Chopra, KFC - Exchange4Media

The euphoria around the Indian Premier League (IPL) is unmissable. In the previous edition, the league amassed over 450 million in TV reach in a short span of just two months. As an exciting season of TATA IPL begins with a new format, new teams and more matches, we spoke to Vineet Sharma Category Director for Sting and Mountain Dew at PepsiCo, on why Sting energy drink chose to associate as a broadcast sponsor.

Sharing his thoughts on this association, Sharma said the youth was at the core of their brand strategy and they always looked for innovative platforms to engage with them, and TATA IPL was the only platform that offered them a deeper connect with the youth.

Cricket is a unifying force that touches the hearts of millions of Indians and leveraging this passion is critical for us to be relevant to the consumers. Through Stings association, we want to take this opportunity to create awareness and spread Stings philosophy of can-do attitude to seize the day that resonates unequivocally with the youth and with the game, said Sharma.

He further added, Cricket truly reflects the Can-do energy which synchronizes with Stings proposition of electrifying each moment. Sting encourages consumers to always maximize each moment of their life with electrifying energy and our association with the much anticipated.

Over the years IPL on TV has managed to get the largest aggregation of audiences in India, including high viewership among youth. With the league this year having 74 matches as against 60 matches previously, and with seven out of ten franchises appointing young captains to represent the team, the resonance with youth is bound to cement further.

PepsiCos new brand Sting is aiming to leverage this. This is visible in the way Sharma talks about the rationale behind this association. Through this association, we aim to expand brand footprints to a broader and more diverse set of audiences. The association will help establish Stings brand proposition of energizing India and it also echoes with the electrifying thrill of the game, he explains. Not just the expanse in terms of footprint, IPL on broadcast also dominates ad attention with 1.6x higher attention than other content genres on TV as a result of the highly passionate nature of viewing.

The two new teams Gujarat Titans and Lucknow Super Giants are representing massive TV and consumer markets. The inclusion of these two teams have given a big boost to brands associating on broadcast. The state of UP and Gujarat have contributed to 17% of IPL viewership on TV in the past editions, and are among the top 5 consumer markets in India. With a dedicated IPL team now for each state, this engagement is bound to deliver higher numbers.

Sting currently enjoys considerable engagement and recall within the regional audiences, given its creative localized narratives and wide reach through the impetus on digital-forward communication approach. Both UP and Gujarat are key markets, this opportunity enables us to further expand our brand footprint and deepen engagement with the audience. We are confident that our campaign will resonate well with the audience, shared Sharma.

PepsiCo has historically leveraged sports globally as a vehicle to drive brand awareness and impact through Superbowl, Football Mega Events and Cricket. When asked how this long-term association with sports on TV has helped in brand building and brand recall, Sharma admitted that the sports genre delivered on scale and impact unlike other genres.

PepsiCo India has always innovated and communicated with consumers through the passion points relevant to them - cricket being one of the key passion points for todays generation. We have always had a quirky, tongue-in-cheek take on pop culture moments. Brands need to have the right mix to be able to communicate with their audiences with snackable content, and entertaining visuals. Mega platforms like cricket, Bollywood, etc fulfil this very requirement and help brands create impactful connect and strengthen engagement with consumers, he concluded.

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Why is TATA IPL association on broadcast a great proposition for energy drink brand Sting? - Exchange4Media

Two notable players in the crypto investing space are responding after a malicious actor gained access to customer data through internet marketing company HubSpot.

Among the over two dozen HubSpot clients affected was the crypto lending platform BlockFi, which took to Twitter to inform customers about the extent of the data breach and what users can do to protect their data.

HubSpot has confirmed that an unauthorized third-party gained access to certain BlockFi client data housed on their platform.

BlockFis internal systems and client funds are safeguarded and were not impacted. We can also confirm that BlockFi account passwords, government-issued ID numbers and social security numbers were never stored on HubSpot.

BlockFi encourages strong passwords and enabling two-factor authorization to protect against phishing and hacks.

Also impacted by the HubSpot data breach was Bitcoin (BTC) investing and savings platform Swan Bitcoin.

CEO Cory Klippsten also shared details about the situation via Twitter,saying,

A bad actor gained access to HubSpot data after a HubSpot employee account was compromised.

We use HubSpot for limited client communication and marketing data. We do not use HubSpot to store financial information, transactions, or other sensitive personal or financial information.

Your funds are safe. Your Bitcoin is not at risk. Swans systems were not compromised.

Customer information that was possibly exposed includes personal names, email addresses and phone numbers.

Klippsten also encourages customers to practice vigilance to safeguard their accounts and passwords from potential malicious interference.

Featured Image: Shutterstock/Maxim Marinkovskiy/Konstantin Faraktinov

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Hackers Access Client Data on Bitcoin (BTC) Investing Platforms Following Third-Party Breach - The Daily Hodl

Whether youre a personal injury attorney, a criminal defense lawyer, a family law office, or anything in between, you offer a valuable service to your clients and community. And while the demand for legal services is high, attracting new clients isnt always easy.

Competition in the market can make it difficult to stand out from other law firms. Legal marketing is often a pay to play game, and some tactics are more effective than others.

A recent legal marketing survey conducted by Justia asked law firms which marketing channels their firm used most in 2021. The results revealed:

78.2% of firms used a website to attract clients

58.2% used online directories to market their firm

43% used social media marketing

23% used paid Google Ads

3.6% invested in billboard marketing

7.3% ran print ads (as in newspapers or magazines)

5.5% utilized podcasts for marketing

These statistics show a strong preference for online marketing methods over traditional methods. This makes sense, as more and more clients are using the internet to find legal services.

Your law firms website is one of the most important assets your business has when it comes to attracting clients. Not only can it actually bring clients to your firm (via traffic), but the content on your website plays a crucial role in communicating what your firm is about and why clients should work with you.

A professional, interactive website puts your businesss best foot forward. At the same time, a high-performing website - one thats fast, user-friendly, and built for conversion - will be one of the most impactful marketing tools for your business.

Once you have a website, you want to make your website (and other marketing platforms) readily discoverable by potential clients.

For your website, this means implementing a good search engine optimization strategy to get your site found in Google Search. You should also launch a Google My Business profile in order to rank high in the local map pack.

The goal here is to be where your ideal clients are looking for services like yours - Google, Facebook, LinkedIn, etc. Submitting your business information to law firm directories (like Avvo or Findlaw), creating a business Facebook page, and posting videos on YouTube are a few ways to help users find your business.

Great content is the cornerstone of any successful law firm marketing strategy. Your content not only describes what your business is about but can actually work to attract more potential clients via social media, search engines, and other platforms.

Your law firm website should have descriptive, well-written web pages - including your homepage, about page, and services pages - and, ideally, informative blog articles. Use these opportunities to describe your services, answer common questions about your practice, provide valuable information, and tell website visitors how to reach you.

Here are some content best practices to follow:

Conduct SEO keyword research using tools like semrush.com to find web page and blog article ideas

Offer valuable and accurate information; either be the topic expert or hire a topic expert to write your content

Include internal links in your content to related pages or posts on your website

Use headings and subheadings to organize your content

Speak to the interests of your target audience; spend less time talking about you and more time talking about their needs

Experiment with different content types like videos, images, PDFs, and email marketing

SEO is a marketing method that involves optimizing your website to rank in search engines - namely, Google - and drive traffic back to your website. SEO is important for law firms because most potential clients are searching for lawyers and legal services on Google over any other platform.

There are 4 essentials to SEO for law firms: Technical SEO, Content Strategy, Link Building, and Local SEO. All of these components work together to make your website more crawlable (by search engine bots), indexable (by search engines), rankable (in the search results), and user-friendly.

Use SEO to attract new clients to your law firm - organically - and save money on paid marketing.

Social media marketing isnt a heavy hitter for the legal niche but it can still be valuable in building trust in your firm, earning reviews, and attracting clients. Platforms like Facebook, LinkedIn, and YouTube are great platforms for lawyers looking to increase their brand presence.

Every social media platform has its own strategy and it can take some time to figure out what works best for your particular audience. For example, some brands do well with Facebook posts or live videos, while others may drum up more attention with YouTube videos or LinkedIn articles.

Try to engage on at least one social platform to increase your law firms online presence. Ideally, choose a platform that allows you to earn client reviews so you can build trust with your new followers over time.

Paid advertising (e.g. Facebook Ads, Google Ads, and LinkedIn Ads) can be super effective for law firms looking to attract new clients quickly. Paid advertising is often best used alongside organic methods like SEO and social to ensure both long- and short-term gains.

But paid advertising for the legal niche can be expensive. In fact, lawyer and attorney are the two most expensive keywords on Bing Ads, costing over $100 per click!

With this in mind, its best to work with an ads pro who can set the right parameters for your ads, target the right keywords, and make the most of your advertising budget. A data-driven strategy is the best way to reach new clients without wasting your ad spend.

Lawyer directories like Justia, Lawyers.com, and Super Lawyers allow you to publish your law firm business information, making your law firm easier to find. Some directories even help with direct lead generation, by directing users to your website, contact form, or phone number.

Keep in mind that not all directories are created equal, though. Look for directories that seem to have a positive reputation and great website interface. Low tier directories can often be an invitation for link spam or spam traffic to your website.

Theres a saying that The best compliment to a business owner is a referral and this is especially true for lawyers. Nurturing positive relationships with your clients is one of the best ways to earn referral business.

After a contract ends, dont let the relationship run cold. Instead, first ask the client to leave you a review on Google My Business, Facebook, LinkedIn, or your directory platforms. Then, follow up with them on a quarterly basis or so, again thanking them for their business and keeping them up-to-date on any events or offers. This can help keep your law firm top of mind.

At the same time, legal industry events like meetups and conferences can be a smart way to earn referrals from other lawyers. Come ready with your business card and be prepared to start some conversations. Authentic professional relationships can drive leads to your firm for years to come.

Rattling off your accolades only goes so far in terms of building trust with your audience. What potential clients are really looking for is that you know your stuff, are able to communicate your expertise, and are conversational enough to offer a positive client-lawyer relationship.

This is where thought leadership content comes in. Use your blog, social media platforms, guest posting opportunities, speaking events, and more to provide expert-level content. This may be how-to content, case studies, informative guides, legal resources, or other types of content that provide value to your audience.

Great content speaks for itself. Theres no need to tell people you are the best when you are able to effectively communicate your knowledge and share your stuff.

Finally, all of the above marketing methods are fruitless if you dont close the deal. And before you do that, youll want to follow up with new leads in a timely manner. Every day that goes by without a response (to an email, form fill, or phone call) increases the chances you will lose that lead for good.

Make sure to train your team and employees to follow up with leads quickly. This may be through email, phone, or automated software. Your goal should be to follow up with leads within 30 minutes or less.

Next, follow your usual process to book that first potential client conversation. For most firms, this takes the form of a free consultation. After the call, follow up with the lead again thanking them for their time, sending them the contract (if applicable), and letting them know next steps.

Every law firms marketing strategy looks different based on the niche, audience, and market. The strategies above are general recommendations for attracting new clients but expect to put your own spin on this process based on what works for your ideal client audience.

My top recommendation would be to start with a single marketing strategy - ideally, SEO - and see it through so you can begin seeing results. Then, you can expand to new platforms and try new strategies. Master one client-generating method and youll be ready to win on multiple platforms.

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SEO, Social Media, Other Marketing Tactics for Lawyers and Firms - The National Law Review

Ms. Golden is the President and Chief Administrative Officer for The GBS Group, which she co-founded in 2005. The GBS Group is an engineering services firm with offices located in Virginia Beach, Washington D.C., Philadelphia, and San Diego and serves the U.S. Navy as well as the maritime, rail, and transportation industries. In her current role, she provides oversight for the finance, human resources, facilities, and information technology functions at The GBS Group, as well as insurance, security, and contracts. Ms. Golden has over 28 years of business and engineering experience and prior to The GBS Group, she was the President and CEO for Advanced Internet Marketing, Inc., an engineer for Fleet Technical Support Center, and a consultant for Deloitte & Touche Tax Technologies. Ms. Golden earned her Bachelor of Science in computer engineering from Old Dominion University, graduating Magna Cum Laude.

Ms. Golden has served on the Bank's Southside regional board for the last 5 years. She also currently serves on the boards of Samaritan House and Women Against Violence and is a graduate of the CIVIC Leadership Institute. In addition, she is a founding member of the board for Old Dominion University's Women's Initiative Network, a women student mentorship group.

"Sarah's technical knowledge and business management experience coupled with her dedication to Old Point and support of our community make her a valuable asset as a director and reflects our commitment to excellence. We proudly welcome her to the board for Old Point Financial Corporation and Old Point National Bank," said Robert Shuford, Jr., Chairman, President, and CEO for the Company and the Bank.

About Old Point

Old Point Financial Corporation (Nasdaq: OPOF) is the parent company of Old Point National Bank and Old Point Trust & Financial Services, N.A., which serve the Hampton Roads and Richmond regions of Virginia as well as operate a mortgage loan production office in Charlotte, North Carolina. Old Point National Bank is a locally owned and managed community bank which offers a wide range of financial services from checking, insurance, and mortgage products to comprehensive commercial services. Old Point Trust is the largest wealth management services provider headquartered in Hampton Roads, Virginia, offering local asset management by experienced professionals. Additional information about the company is available at oldpoint.com.

For more information, contact Laura Wright, Vice President/Marketing Director, at [emailprotected]or (757) 728-1743.

SOURCE Old Point Financial Corporation

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SARAH BOYCE GOLDEN APPOINTED TO OLD POINT BOARD OF DIRECTORS - PR Newswire